Amazon to Implement New Product Title Rules Starting July 27
Amazon announced revised product title standards. Except for media categories, all product titles must be shortened to 75 characters or fewer, while key selling points and specifications should be moved to the new “Item Highlights” field, limited to 125 characters. The change aims to improve mobile shopping, and sellers must optimize Listings before the deadline.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title limit: 75 characters or fewer
- 3New field: Item Highlights (125 characters)
What happened?
Amazon officially announced that, starting July 27, 2026, product titles in all categories except media will be limited to 75 characters, including spaces. The platform is also introducing the “Item Highlights” attribute, allowing sellers to enter supplementary information of up to 125 characters. Content in this field will be included in search and displayed on detail pages to improve mobile presentation.
What does this mean for cross-border sellers?
Audit existing Listings immediately, streamline core keywords in titles, and move redundant information to the new field to avoid a decline in search ranking caused by noncompliance.