Amazon Tightens Product Title Character Limits
Amazon will limit titles for non-media products to 75 characters and add a 125-character Product Highlights field; titles exceeding the limit may be adjusted by automated tools.
What are the key facts?
- 1Amazon
- 2Product titles
- 375 characters
- 4July 27, 2026
What happened?
Amazon announced that it will adjust title requirements for non-media products to improve the mobile browsing experience. Beginning July 27, 2026, titles for products in categories other than media must be limited to 75 characters, including spaces.
The platform will also introduce a “Product Highlights” field, giving sellers up to 125 characters to provide additional information about a product’s core attributes. The announcement also stated that Amazon will gradually use automated tools to adjust excessively long titles that do not comply with the new requirements. The update covers product titles and the new Product Highlights display position.
What does this mean for cross-border sellers?
With less space available in titles, keyword stuffing is no longer a reliable approach. Sellers need to reprioritize the core product category, key attributes, and differentiators. Continuing to use long titles may lead to system adjustments and reduce recognition efficiency in the mobile first-screen view. Highest priority: this week, export the titles of key products, shorten each to the new limit, and complete the Product Highlights field.