Amazon’s 75-character title rule: what changed and how to rewrite your titles

On July 27, 2026 Amazon changed the most valuable line of text on a listing. Product titles in every category except media now have to fit in 75 characters, spaces included. Alongside the shorter title, Amazon added a new field, Item Highlights, with room for 125 characters.

If your titles were written for the old 200-character limit, this is not a cosmetic change. It decides which words sit in the title, which move out of it, and whether you or Amazon’s AI chooses them.

What changed

• Title: 75 characters or fewer, including spaces. The brand name counts toward the limit.
• The limit applies to parent listings, child variations and bundles alike.
• Item Highlights: up to 125 characters. It is an optional attribute for the details that used to be squeezed into the title: materials, age ranges, compatibility, use cases.
• Item Highlights is indexed for search and shown with the title, both in search results and on the product page.
• Item Highlights and bullet points are separate attributes. Filling one does not replace the other.

Amazon’s stated reasons are practical: a 75-character title shows in full on a phone, and it matches the title lengths other online stores already use.

What happens if you do nothing

Your listings stay active. Amazon updates any title that is still over 75 characters with an AI-generated recommendation, and does the same for Item Highlights. Brand owners get 14 days in the Review Listing Changes tool to review, edit or approve the suggestion. If nobody acts, Amazon’s version goes live.

The AI version is rarely wrong. It is also rarely the title you would have written: it does not know which keyword pays for your ads, or which differentiator actually converts. Rewriting the title yourself is the only way to decide that.

The rules that did not change

The title requirements Amazon introduced in January 2025 still apply inside the new limit:

• No special characters such as ! $ ? _ { } ^ ¬ ¦ unless they are part of the brand name.
• The same word may appear at most twice. Prepositions, articles and conjunctions are the exception.
• No promotional phrases and no ALL CAPS.

A rewrite method that keeps your keywords

Think of the title and Item Highlights as one 200-character budget split into two lines with different jobs.

The title identifies the product. A shopper should know what it is without reading anything else:

1. Brand
2. Product type, with the primary keyword in its natural form
3. The one differentiator people filter by: size, count, capacity, colour

Item Highlights carries the reasons to choose it: key benefits, materials, who it is for, what it works with.

A few habits save characters without losing meaning:

• Use numerals: 200 Tablets, not Two Hundred Tablets.
• Use standard abbreviations for measurements: oz, lb, ml, in.
• Drop words a shopper never types: premium, high quality, perfect for.
• Say each thing once. If the title says Multivitamin, the highlights do not need to.

Before and after

An old-style title for a multivitamin, 143 characters:

Vitavale Men’s Multi, Daily Multivitamin & Multimineral for Men, 200 Tablets, Supports Energy, Immune & Heart Health, Free of 9 Major Allergens

Split for the new format:

Nothing was deleted. The identifying words stayed in the title, and the benefits moved one line down, where they are still indexed and still visible in search.

Checklist before you save

• The title is 75 characters or fewer, counted with spaces.
• Brand and primary keyword come first.
• No word appears more than twice, and there are no banned characters.
• Item Highlights is filled, within 125 characters, and repeats nothing from the title.
• Backend search terms do not repeat words from either field.
• Every child variation was checked, not only the parent.

Where Cobalt12 fits

Cobalt12 writes the title and Item Highlights together, from an audit of the listings that already rank in your category, and meters both against Amazon’s limits before you publish. You can try it on your own product with one phone photo; the first listing is free.

For the second line in detail, with a formula and more examples, see Item Highlights explained. To check the whole listing field by field, use the audit checklist.

This article reflects Amazon’s published requirements as of September 2026. Category style guides can add their own rules, so check Seller Central help for yours.