Updates to improve your product titles begin on July 27
Your product titles are one of the first things that customers see, and for customers shopping on mobile, every character counts. To ensure that your product titles appeal to customers everywhere, we’re making some changes that will help you show your product name and your product highlights seamlessly.
Starting from July 27, 2026, titles in all categories except media will need to be 75 characters or less, including spaces. This ensures that your title will fully display on mobile devices and is consistent with the title length used by other online stores.
Item Highlights provide an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible below titles in search results and on product detail pages.
We’re providing you with AI-powered tools to ensure that your new titles and Item Highlights are optimal. You can start reviewing, modifying and using AI-recommended titles and Item Highlights today by taking the following steps:
- Go to Manage All Inventory and find the listing that you’d like to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left-hand side of the page to see titles and Item Highlights that follow our product title requirements and best practices. These recommendations keep your key product information in the title and move additional details to Item Highlights.
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time.
When changes are made to your listings, brand owners will have 14 days before implementation to review, modify and approve AI-generated recommendations for titles and Item Highlights in Review Listing Changes.
To update your listings at any time, go to Manage All Inventory.
For more information about titles, Item Highlights and examples of the new title format, go to Product title requirements and guidelines.
Updates to improve your product titles begin on July 27
Your product titles are one of the first things that customers see, and for customers shopping on mobile, every character counts. To ensure that your product titles appeal to customers everywhere, we’re making some changes that will help you show your product name and your product highlights seamlessly.
Starting from July 27, 2026, titles in all categories except media will need to be 75 characters or less, including spaces. This ensures that your title will fully display on mobile devices and is consistent with the title length used by other online stores.
Item Highlights provide an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible below titles in search results and on product detail pages.
We’re providing you with AI-powered tools to ensure that your new titles and Item Highlights are optimal. You can start reviewing, modifying and using AI-recommended titles and Item Highlights today by taking the following steps:
- Go to Manage All Inventory and find the listing that you’d like to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left-hand side of the page to see titles and Item Highlights that follow our product title requirements and best practices. These recommendations keep your key product information in the title and move additional details to Item Highlights.
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time.
When changes are made to your listings, brand owners will have 14 days before implementation to review, modify and approve AI-generated recommendations for titles and Item Highlights in Review Listing Changes.
To update your listings at any time, go to Manage All Inventory.
For more information about titles, Item Highlights and examples of the new title format, go to Product title requirements and guidelines.
0 replies
Seller_d8YGbIjNqwFxn
What could possibly go wrong with this?
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time.
Seller_IJ5PbVNLN9r88
This raises a concern. How will sellers be protected if AI rewrites titles to fit within a 75-character limit?
There are two potential issues I can see.
First, compatibility wording. A seller may intentionally use a title such as “Replacement Battery Compatible with Dyson V11 Vacuum Cleaners” to make it clear that the product is a third-party compatible item. If AI removes “Compatible with” or restructures the title to save characters, it could change the meaning and increase the risk of trademark or intellectual property complaints.
Second, sellers often deliberately avoid using registered trademarks altogether. For example, imagine “Smart Shade” is a registered trademark. A seller intentionally uses the title “Smart Window Shade Cover” to avoid the trademarked term. If AI later rewrites that title to “Smart Shade Cover” because it considers it more concise or relevant, the seller could suddenly face a trademark complaint despite having intentionally drafted the original title to avoid infringement.
In both scenarios, who would be liable? Sellers may have carefully chosen their wording to comply with trademark rules, only for an automated system to alter that wording after the fact. That seems like a significant risk if sellers have limited control over AI-generated title changes.
Seller_Y6zLwwEEAKLm6
Titles in lesser-used languages often exceed the 75-character limit far too easily. This doesn’t make sense.
Seller_PY6qN1rPPfY0J
This is one of the biggest algorithm changes ever on Amazon, and I've seen a few in the last 20 years.
If the keyword weight for the title is the same as for the Highlights field, with some careful writing it might be possible to maintain the status quo in search for listings but, if the Highlights field carries less weight, this is going to totally re-write the ranking positions of a high percentage of products. I strongly suspect there will be big winners and big losers out of this.
I suppose this has been coming for some time. Amazon have experimented before on other sites (Canada is one I remember) with enforcing shorter titles, but it got scrapped probably because it messed up the search dynamics too much. Presumably the 'product Highlight' field is designed to prevent those issues happening again, however as I say, if that field carries a lower keyword weight than the title, big changes in search are bound to happen.
The Item Highlight field is supposed to be active today but at the moment, it's not. I wonder when we can actually start working on updating our listings?
Seller_F9cEq75ofxk4d
Knowing AI "enhancements", any changes it makes are going to be totally irrelevant.
Really looking forward to this, not. If we could easily edit the titles in bulk on manage inventory or if it flags that a title is too long that would be a great help but that would be too easy.
Seller_76AUwmqvSyRIM
I have a few items with titles 172 characters long.
The AI recommendation actually added some characters (the item colour which I could not add before).
Unable to organise a pi$$ up in a brewery comes to mind.
Seller_hOZNPw7G8FIjl
I had a look at this as I have a product title that is just slightly over 75 characters.
The AI "suggestion"? It lengthened the title to over 100 characters.
What a load of rubbish. Sorry Amazon but if it ain't broke don't fix it.
Seller_KlbXZHzQGSDZv
All very well for those that have their own titles many of us have to use established adverts to sell items which we cannot change the titles for love or money and many of the originaters of these adverts are no longer on Amazon (and many were terrible when writing the adverts so an ai version of a badly written title will do wonders for the sales).
Seller_Fob6aJfKF2ZTv
We have created the following thread here in the forums to answer any questions you may have:
💡 Engage With Amazon: Get your Product Title Update Questions Answered!
I have tried posting in the thread but it says I am not authorised to post as not authorised to sell in India!
Do the 75 characters still need to include the brand name at the front of the title?
Seller_uPuf4V7GDz2aH
We have just manually tested this on a single live listing.
We removed the second half of the title text so it is now less than 75 characters, and inserted this second half into the "Highlights field" instead.
The result is the title being displayed exactly as before, except with a "|" divider automatically being inserted between the title string and highlight string
Before example: Product 7867 with extra widgets
After example: Product 7867 | With extra widgets
This is the same on mobile app and desktop browser.
I am unsure if this is how the highlights will be shown once this has officially been rolled out, as the main announcement states "Item Highlights provide an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible below titles in search results and on product detail pages.".
As you can see currently it is not being shown "below" the title, but rather as an extension of it. In any case I hope this helps someone.
