Amazon to Implement 75-Character Title Limit Starting July 27
Amazon will enforce a new title policy limiting product titles to 75 characters starting July 27, introducing a 125-character 'Item Highlights' field. This aims to optimize the mobile shopping experience, and sellers must adjust their listings by the deadline or risk automatic modifications by the system.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title limit: 75 characters for titles (except media categories)
- 3New feature: Introduction of 125-character 'Item Highlights' field
What happened?
Amazon has established a rule that, starting July 27, product titles (except for media categories) must not exceed 75 characters. Additionally, a new 125-character 'Item Highlights' field will be introduced to showcase key product information. Non-compliant titles may be automatically modified by Amazon's AI.
What does this mean for cross-border sellers?
Sellers must immediately audit existing listings to retain core keywords in titles and move secondary information to the new field to prevent automatic modifications affecting visibility.