Amazon Splits Product Title Fields: U.S. Sellers Must Restructure Copy
Amazon has split product names and selling points into two fields and is providing revision suggestions for non-compliant listings, requiring sellers to reorganize title information.
What are the key facts?
- 1Amazon split product names and selling points into two fields
- 2Item name allows up to 75 characters and Item highlights up to 125 characters
- 3The platform began providing revision suggestions on July 27, 2026
- 4Brand owners generally have 14 days to review changes
What happened?
The latest Amazon seller-forum guidance indicates that, following the 2026 product-title standards update, product names and selling points are now split into two fields. Item name allows up to 75 characters, while Item highlights allows up to 125 characters; the combined information space remains 200 characters. Amazon says both Item name and Item highlights are used as search inputs, so search discovery will not be unilaterally weakened by the field split. Since July 27, 2026, the platform has begun providing revision suggestions for non-compliant titles and may make bulk AI adjustments to non-compliant listings. Before Amazon applies suggested changes, brand owners generally have 14 days to review, edit, or approve them. Sellers can also make their own changes through Manage All Inventory or bulk-upload tools. The change directly affects all U.S. sellers, especially those that previously concentrated keywords, size, color, quantity, compatible models, and feature specifications in the title. Amazon recommends placing the brand name and core model in the 75-character Item name, and moving compatibility, materials, use cases, and selling points to the 125-character Item highlights.
What does this mean for cross-border sellers?
Amazon’s U.S. site has split Item name and Item highlights, and both fields contribute to search. Sellers must reorganize brand, model, compatibility, and selling-point information. Since July 27, 2026, the platform has provided revision suggestions; brand owners generally have only 14 days to review, edit, or approve them, so bulk title operations should be updated promptly.
What should sellers do now?
- 1Filter U.S. listings whose title fields exceed the standards or contain overly dense information; rewrite the brand name and core model into Item name, verify each entry is no more than 75 characters, and produce a before-and-after revision table.Listing character checker
- 2Rewrite Item highlights for key U.S. categories, placing compatibility, materials, use cases, and selling points in the field; keep each entry within 125 characters and retain the bulk-upload file as completion evidence.Listing Optimizer