Amazon Item Highlights: the 125-character field, explained with examples

When Amazon cut product titles to 75 characters on July 27, 2026, it added a second line to make up for the lost space: Item Highlights, up to 125 characters, shown under the title in search results and on the product page. Most of the words that used to be crammed into a title now belong here.

The field is new enough that many listings still leave it empty or let Amazon's AI fill it. Both are missed chances: the line is indexed for search and it is the first thing a shopper reads after the title.

What it is

• 125 characters including spaces and punctuation, one line, optional but strongly recommended.
• Filled with short attributes separated by a middle dot: Attribute one · Attribute two · Attribute three.
• Indexed for search in the same way as the title. A keyword here can put the product in search results for that term.
• Shown under the title on phones as a lighter line, and after the title on desktop, separated by a vertical bar.
• A separate attribute from bullet points. Filling one does not replace the other.

Amazon describes its purpose as the details that help shoppers compare options: materials, sizes and age ranges, compatibility, use cases.

Title and highlights are one budget

Think of the two fields as 200 characters split into two jobs.

Anything that identifies the product stays in the title. Anything that sells it moves down a line, where it is still visible and still indexed.

A formula that fits

Three to five fragments, each two to five words, most important first:

Key benefit · Second benefit · Material or ingredient · Who or what it is for · Size or supply

Two rules keep it readable:

• Fragments, not sentences. No verbs needed. Supports Energy & Immunity, not It supports your energy and immunity.
• Say each thing once. If the title already says 200 Tablets, the highlights do not repeat it. Repeating a word buys nothing in search and wastes characters shoppers could have used.

Before and after

A multivitamin whose old 143-character title carried everything:

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:

A kitchen example, a stainless-steel water bottle:

Notice what moved: insulated and 32 oz identify the bottle, so they stayed up. Everything about how well it works moved down.

What Amazon rejects

The same content rules as titles and bullets apply:

• No promotional language: best seller, #1, sale, free shipping
• No guarantees or refund language
• No special characters beyond the middle dot, commas and ampersands. No emoji, no ™ or ®
• No ALL CAPS
• Nothing untrue of the product. A claim you cannot support on the page or the pack is a suppression risk, not a keyword

Keywords, done properly

Item Highlights is indexed, so it is tempting to treat it as a second search-terms field. Resist that. The line is visible, and a shopper who reads vitamins for men multivitamin men's vitamins daily closes the page.

The better approach: pick the two or three search phrases the title could not hold, and use each in its natural form inside a benefit. Supports Energy, Immune & Heart Health covers energy, immune and heart health while reading as a reason to buy. The words that fit nowhere visible go to the backend search terms.

Checklist

• 125 characters or fewer, counted with spaces
• Three to five fragments, most important first, separated by ·
• Nothing repeated from the title
• No promotions, guarantees, symbols or capitals
• Every claim is true of the product and visible on the page or the pack
• Reads as a reason to buy, not as a keyword list

Where Cobalt12 fits

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

For the title itself, see the 75-character title rule. For the five bullets that follow, see the bullet point rules.

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.