Amazon's New Product Title Regulations Effective July 27, 2026
Amazon announced new regulations for product titles that require all product titles, except for media categories, to be limited to 75 characters. The platform introduces the 'Item Highlights' field, allowing sellers to add 125 characters of detailed information. If sellers do not adjust in time, Amazon will automatically optimize the title using AI. This move aims to enhance the mobile shopping experience and search consistency.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title length limit: 75 characters or less
- 3New field: 125-character 'Item Highlights'
What happened?
Starting July 27, 2026, Amazon will enforce title length restrictions, requiring most category titles to be no longer than 75 characters. Sellers can utilize the new 125-character 'Item Highlights' field to display core selling points. Amazon will provide AI tools to assist with optimization, and titles not modified in time may be automatically rewritten by the system.
What does this mean for cross-border sellers?
Sellers should immediately audit high-traffic ASINs, ensure core keywords are retained at the beginning of the title, and move secondary attributes to 'Item Highlights' to prevent AI modifications from causing a drop in ranking.