What changed
Until July 2026, an Amazon listing title could run to 200 characters in most categories. Since 27 July 2026 the limit is 75, spaces included. Amazon’s announcement says: “Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces”.
The exception is books, music and video. The reason Amazon gives is that the title should be readable in full on a phone.
What happens if your title runs over
Amazon does not remove the listing: it changes the title. The announcement puts it this way: “After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually”. In other words, the title ends up being written by its AI.
Brand owners get some room: “brand owners will have 14 days before implementation to review, modify, and approve AI-generated recommendations”. What happens to sellers without a registered brand is unclear: the sources that discuss it contradict each other and the announcement does not say. We do not take it as known.
Item Highlights: 125 new characters
In exchange for the cut, Amazon has created a new field. The announcement describes it like this: “Item Highlights provides an additional 125 characters for sharing materials or recommended use cases”. And it adds what matters most: “This content is searchable and visible with titles in search results and on product detail pages”.
So what you write there is searched and seen. And it can only be filled in once the title already meets the 75 characters.
How to write a 75-character title
With 200 characters you could write a list of synonyms. With 75 you have to choose. The formula we use: brand, what it is, the attribute that decides the purchase and the variation. For example: “Norte Vivo Insulated Stainless Steel Water Bottle 750 ml, Cold 24 h, Black” (74 characters; product and brand are made up).
What no longer fits is not lost: materials and uses go to Item Highlights; benefits, to the bullet points; synonyms, to the search terms.
And drop the filler. “High quality”, “premium” or “perfect” spend characters and nobody types them into the search box.
The title rules that still apply
The 2026 announcement changes the length and does not mention the rules of 21 January 2025, so we treat them as still in force. Two can be checked: “The special characters !, $, ?, _, {, }, ^, ¬ and ¦ are not allowed, unless they are part of the brand name” and “Titles may not contain the same word more than twice. Prepositions, articles and conjunctions are exceptions”.
The rest of the listing, in figures
Bullet points: since 15 August 2024, Amazon restricts “special characters, emojis, and some phrases, such as refund-related guarantees” in them. Its requirements also ask for more than 10 and fewer than 255 characters, a capital at the start and no end punctuation.
Search terms: “Length is limited to 250 bytes”. Bytes, not characters: accented letters take two. Amazon asks you not to repeat words or information already in the title or the brand, and to separate with spaces.
Images: Amazon requires at least one and recommends “at least six”, larger than 1,000 pixels so zoom works, with the product on a white background filling 85% of the frame or more.
A+ Content: it is free, but you need a Professional account and a brand enrolled in Amazon Brand Registry.
Sources
- Amazon, Seller Central forum: announcement of the 75-character title and Item Highlights (updated 10 June 2026)
- Amazon, Seller Central Europe forum: title requirements from 21 January 2025
- Amazon, Seller Central forum: bullet point requirements from 15 August 2024
- eComEngine: summary of the bullet point requirements (updated 20 February 2025)
- Amazon, Seller Central Europe forum: tip on search terms
- Amazon, “Product photos” (4 December 2024)
- Amazon, A+ Content page
Sources checked on 13 November 2026. Amazon changes its rules without notice: if you spot something out of date, write to us.