Amazon to Enforce New Product Title Rules Starting July 27, 2026
Starting July 27, 2026, Amazon will tighten product title length requirements. Titles for non-media products must be limited to 75 characters, and a new 125-character product highlights field will be added.
What are the key facts?
- 1Effective July 27, 2026
- 2Non-media titles limited to 75 characters
- 3New 125-character Product Highlights field
What happened?
Amazon Seller Central issued a notice on product title updates, stating that the new rules will take effect on July 27, 2026. Except for media products, titles for all other products must be limited to 75 characters, including spaces. The platform said the adjustment is intended to improve presentation on mobile shopping pages and standardize how titles appear across product pages.
At the same time, Amazon is adding a “Product Highlights” field that gives sellers an additional 125 characters to present information such as key materials and primary uses. According to the official guidance, this field has search relevance. Amazon is also providing artificial intelligence-assisted tools to help sellers restructure titles and product copy in line with the new rules. Titles that exceed the prescribed length and are not revised in time will gradually be truncated or replaced by the system according to its recommendations.
What does this mean for cross-border sellers?
Titles are no longer an unlimited space for stacking keywords. Sellers need to place the most important product information first and move supporting selling points to the new field. A common mistake is to mechanically delete words without rewriting the core message, which can hurt both search matching and conversion. Highest-priority action: export titles for key products this week, compress them to the required character count, and rewrite the product highlights at the same time.