Amazon Tightens Product Title Rules and Adds New Highlights Attribute
Starting July 27, Amazon will limit product titles to 75 characters, except for media products, and add searchable Item Highlights attributes.
What are the key facts?
- 1Effective July 27, 2026
- 275-character title limit
- 3New 125-character highlights attribute
What happened?
Amazon has updated its product detail page rules, requiring product titles across all global marketplaces, except for media products, to contain no more than 75 characters from July 27, 2026. Spaces are included in the character count. The platform said the adjustment is intended to improve the readability and conversion of product information for consumers browsing on mobile devices. In addition to the title rule change, Amazon has introduced the searchable “Item Highlights” attribute. The attribute gives sellers 125 characters to enter key product selling points and information. The new Item Highlights field and the product title will jointly form the information displayed on the detail page, and sellers must submit the copy according to the platform’s page rules.
What does this mean for cross-border sellers?
Listing keywords are shifting from long titles toward coordinated use of titles and Item Highlights. Continuing to pack titles with characters may result in truncation, overwriting, or the loss of compliant display opportunities. Highest priority: Select key ASINs this week, rewrite titles to the 75-character limit, and organize core selling points within 125 characters.