Amazon Product Title Update: What Sellers Need to Know in 2026

Amazon’s product title update is now underway, and sellers should review their listings before the busiest part of the 2026 shopping season.

Since July 27, Amazon has been making recommendations for non-compliant product titles, introducing a 75-character limit for titles in most categories and giving sellers a new 125-character Item Highlights field for additional product information.

The change is designed to make titles easier to read, particularly on mobile, while giving sellers another place to communicate important product details. Amazon also says that search and discoverability are unchanged because both Item name and Item Highlights are inputs for search.

For sellers, the important question is no longer whether the change is coming. It is already rolling out. The priority now is to review your catalog, understand Amazon’s recommendations, and make sure your most important listings are ready for Q4. What is changing with Amazon product titles?

Starting July 27, 2026, product titles in categories covered by the policy must be 75 characters or fewer, including spaces. Media products are excluded from this requirement. Amazon’s detailed requirements also identify certain marketplace exceptions, so sellers should check the applicable requirements for their stores and product types.

The shorter title limit does not mean sellers are simply losing space. Amazon has introduced Item Highlights, which provide another 125 characters for information such as materials, features, or recommended use cases. These highlights are searchable and appear with the title in Amazon search results and on product detail pages.

In other words, sellers now have two fields to organize important product information:Item name: up to 75 charactersItem Highlights: up to 125 charactersAmazon describes these as complementary inputs rather than one being more important for search than the other.

That makes the change less about removing information and more about deciding where each piece of information belongs. Why Amazon is shortening product titles Amazon says the change is intended to improve the customer experience, especially for shoppers browsing on mobile devices.

Long titles can be difficult to scan, while concise titles make it easier for customers to identify and compare products. This also changes how sellers should think about listing optimization. A product title does not need to contain every possible keyword, feature, use case, and variation.

Instead, the title should quickly communicate what the product is and the attributes customers are most likely to use when comparing options. Amazon’s guidelines recommend prioritizing information such as the brand, product type, key attributes, color, size or pack count, and model number where appropriate.

For example, instead of trying to fit every detail into one long title, a seller could structure the listing around:Item name:Brand + product type + key attribute + color/sizeItem Highlights:Material + additional feature + recommended use + other relevant detailThis creates a more readable listing without throwing useful product information away.

What should sellers put in Item Highlights? The new field is particularly useful when the 75-character title limit prevents you from including every relevant product detail. Amazon recommends using Item Highlights for additional descriptive information such as materials or recommended use cases.

The content should be written as comma-separated phrases rather than full sentences. For example, Amazon’s guidance uses a charger listing to illustrate the approach. Instead of packing compatibility information, features, and exclusions into one lengthy title, sellers can move supporting details into Item Highlights.

A practical way to approach the fields is:Keep in the title:BrandProduct typeMost important differentiating attributeCritical variation informationKey model or size information where relevantConsider moving to Item Highlights:MaterialsSecondary featuresRecommended use casesSupporting compatibility informationAdditional product attributesThe goal is not to make every title exactly 75 characters.

The goal is to make every character useful. Amazon still has other title rules to follow The 75-character limit is only one part of the update. Amazon’s current product title requirements also restrict promotional language, certain special characters, excessive word repetition, subjective claims, and other formatting practices.

Titles should clearly and concisely describe the product rather than function as advertising copy. For example, sellers should avoid adding phrases such as:“BEST SELLER”“HOT ITEM”“FREE SHIPPING”“100% QUALITY GUARANTEED”Amazon also recommends avoiding unnecessary repetition and decorative special characters. The information order matters, too.

A title that leads with the most useful product information is generally easier for shoppers to understand than one that places important attributes at the end. If you have not reviewed your ti