Amazon to Implement 75-Character Title Rule Starting July 27
Amazon will enforce a new product title length limit of up to 75 characters starting July 27. Sellers must also use the new 'Item Highlights' field to provide additional product information. This initiative aims to optimize mobile display and sellers need to adjust existing listings in advance to avoid compliance risks.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title character limit: 75 characters (including spaces)
- 3New field: Item Highlights (125 character limit)
- 4Scope: All categories except media
What happened?
Amazon announced that starting July 27, 2026, all product title lengths will be reduced to within 75 characters, excluding media categories. Additionally, the 'Item Highlights' attribute will be introduced, allowing sellers to provide up to 125 characters of product highlight information. This policy aims to enhance mobile shopping experience and align with mainstream e-commerce platform standards.
What does this mean for cross-border sellers?
Sellers must immediately evaluate existing listing titles, condense key keywords to within 75 characters, and migrate remaining key information to the new Item Highlights field to prevent automatic adjustments or impact on search rankings.