Amazon limits product titles to 75 characters and adds Item Highlights
From 2026-07-27, titles in every category except media must be 75 characters or less including spaces, with 125 characters of searchable Item Highlights shown with the title. Over-length titles are rewritten gradually from Amazon's AI suggestions, and brand owners get 14 days to review them first.
Our read
Apparel titles tend to stack brand, style, design, audience, occasion and fabric, which easily runs past 75 characters, and if you don't shorten them the AI rewrite may drop your keywords. Keep brand, style, the core design and essential specs in the title, and move fabric, occasion and gifting into Item Highlights.
Key dates
- Published
- Takes effect
- We checked the official text
Who is affected
- US marketplace sellers of apparel, accessories, home textiles and other non-media goods must keep titles to 75 characters, including spaces.
- Existing over-length titles are included in the gradual rewrite. Brand owners receive a 14-day review period before recommendations are implemented, so check titles before a notice arrives.
- Media categories are excluded from this 75-character requirement. A compliant short title does not trigger an over-length rewrite solely because of its length.
What to do
- Export active titles and flag those exceeding 75 characters including spaces. Start with bestsellers and listings with multiple colors or sizes.
- Keep identifying information in the title and move fabric or use cases to Item Highlights, the searchable supporting text shown with titles. Check its separate 125-character limit.
- Review title suggestions from Manage All Inventory. Brand owners should monitor Review Listings Changes for omitted specifications or unsupported claims before changes take effect.
What the official text says
These tools will automatically adhere to the new limits (75 characters for titles, 125 characters for Item Highlights).
Sources
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