Amazon to Implement New Product Title Rules Starting July 27
Amazon announces revised product title guidelines, requiring all product titles, except for media categories, to be limited to 75 characters. Sellers must transfer core selling points and specification information to a new 'Item Highlights' field (limited to 125 characters). This change aims to enhance the mobile shopping experience, and sellers must complete listing optimizations by the deadline.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title length limit: 75 characters or less
- 3New field: Item Highlights (125 characters)
What happened?
Amazon has officially announced that starting July 27, 2026, all product titles, except for media categories, will be restricted to 75 characters (including spaces). A new 'Item Highlights' attribute will be introduced, allowing sellers to provide an additional 125 characters of information. This field's content will be included in search results and displayed on detail pages to optimize mobile display effectiveness.
What does this mean for cross-border sellers?
Sellers should immediately audit existing listings, streamline core keywords in titles, and move redundant information to the new field to avoid losing search ranking due to non-compliance.