Amazon to Implement New Product Title Rules Starting July 27
Amazon requires non-media product titles to be limited to 75 characters and is adding an Item Highlights field for additional product features.
What are the key facts?
- 175-character limit for non-media product titles
- 2Effective July 27, 2026
- 3New Item Highlights field
What happened?
Amazon announced product title changes in a seller forum post, stating that the new title requirements will take effect on July 27, 2026. Except for media categories, titles for other products must be limited to 75 characters. The platform said the move is intended to improve product display on mobile pages. The update also introduces the Item Highlights feature, giving sellers an additional space to provide product features. The field can be used to present product information that cannot be fully conveyed in the title, with a content limit of 125 characters. The new rules apply to non-media products, and sellers need to review existing product titles and related information fields in line with platform requirements.
What does this mean for cross-border sellers?
The change means Amazon Listings can no longer place all key selling points in the title; mobile readability and information hierarchy will become more important. Treating keyword stuffing as optimization may result in titles exceeding the limit or being adjusted by the platform, affecting listing stability. Highest-priority action: screen non-media product titles in bulk this week and move trimmed attributes to Item Highlights.