Amazon 75 Character Product Title Q&A

In June, Amazon made changes to product titles, the most critical of which is a reduction to a maximum 75 characters or less including spaces. To balance this, Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options.

Consider this more of a splitting your 200 character titles into key information for the Title and additional information for the Item Highlight.

This has caused a lot of chatter with more than 984 million product titles having been updated by sellers, so Amazon have provided some answers to your top questions: How does this update affect search discoverability of my products in Amazon’s stores? Your search and discoverability are unchanged.

Item name and Item highlights are both inputs for search and one isn’t prioritised over the other. Do I have to update my listings before Amazon recommends changes? No. You can update your listings at any time. On 27 July 2026, Amazon began making recommendations, using your existing product titles, on non-compliant listings.

These changes will take place throughout 2026 and your listings will remain active, editable and searchable, even if they haven’t been updated yet. Brand owners will have 14 days before these changes are implemented to review, modify and approve AI-generated in Review Listings Changes.

If you disagree with the updates that Amazon have made or recommended, you can update your listings at any time in Manage All Inventory or by using the List Your Products tool. Will the mobile and desktop display of the title and Item highlights be the same?

Yes, effective as of 10 August 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings. Can I update my listings in bulk? Yes.

You can download the Category Listings report, which will be pre-populated with any product information that you’ve provided. The Item highlights field will appear next to the Item name in the report. You can update both fields in the spreadsheet, save it and then upload it to the List Your Products tool. Listings are typically updated within eight hours.

Where do I put my brand name or other key product details? With this update, you’ll still have 200 characters to list your important product information; those characters will be split between Item name (75 characters) and Item highlights (125 characters). Based on Amazon’s best practices, they recommend that you keep your brand name in the Item name.

All other important details can be distributed across both fields. Should I add variation attributes to Item name or to the Item highlights? We recommend that you include the most important variation attributes in the Item name.

If the 75-character limit prevents you from including all attributes in the Item name, you can retain the most important attributes there and move the others to Item highlights.