Somewhere out there, a product title is having an identity crisis.
You know the one: “Stainless Steel Water Bottle 32oz Vacuum Insulated Leakproof BPA Free Gym Hiking Kids Adults Sports…” and then it keeps going, like it’s trying to win an endurance medal.
Amazon’s putting a hard stop to the marathon. Starting July 27, 2026, Amazon says product titles in most categories (except media) need to be 75 characters or less (including spaces). They’re also rolling out a field called Item Highlights with 125 characters for extra details. And if your title is still too long after the deadline, Amazon says it may be updated to an AI recommendation (gradually).
Let’s make sure your titles survive the new rules and still sell.
Amazon’s announcement is pretty direct:
Translation: if your current title is doing the “keyword salad” thing, you’ve got a deadline. Also, you might prefer you being the one who edits it, not Amazon’s robot intern.
When you’ve got 75 characters, every word has to earn its keep. Here’s a seller-friendly formula that works across most categories:
And here’s what to cut first:
Quick example (don’t copy this, just steal the approach):
That’s shorter, clearer, and still hits the basics shoppers care about.
Item Highlights gives you 125 characters. That’s not a novel, but it’s enough for one punchy line that helps someone decide. Amazon says it’s intended for materials or recommended use cases, so think “decision helper,” not “keyword dump.”
Good Item Highlights tend to look like this:
If your product has one special thing (patent, unusual ingredient, rare compatibility), this is a great place to put it without turning your title into a train wreck.
If you’ve got a catalog that looks like it ate another catalog, here’s a practical way to tackle this without losing a weekend:
Amazon says you can view recommendations in Seller Central by going to Manage All Inventory, editing a listing, and clicking View enhancements. You’ll see suggested titles and Item Highlights that follow the new limits.
Should you accept them? Sometimes. Here’s a simple sanity check:
If the suggestion passes, great, you just saved time. If not, use it as a draft and tweak until it’s both compliant and honest.
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Takeaway: Don’t wait for Amazon to “helpfully” rewrite your titles for you. Tighten your titles now, move extra details into Item Highlights, and keep control of how your products show up in search.