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.
97 replies
Seller_540qgZMXuuXdD
When I read this post I said something which can’t be posted here.
I have thousands of listings, and I won’t be the only one.
Amazon’s bots are already destroying listings. I’m sure this will be no different.
Seller_5zjHJu11xqGmN
Why not just have a separate title for mobile users.. Surely it would be easy enough to do.
Edit Product -
Product Title
Product Title for Mobile Users
Seller_prtx5BAX8PHrZ
If you do this via a bulk upload i.e. change the title to less than 75 characters and populate the highlights column, the highlights field is successfully updated but the title is NOT updated.
The processing summary shows each product has the 100476 error "This attribute 'Item Highlight' is currently unsupported. Please refer to the tool tip for additional details."
This means that every product now has an error which I can see when I try to edit it manually. The title can be corrected manually as it revalidates the 2 fields, but you cannot do it via the bulk update.
I have 500+ products which I do not want to update manually. How can I upload just the titles?
Seller_nT0QY7yz1thDK
Well, there goes the main metric for search discoverability... thanks! Hopefully these "item highlights" have the same impact as a keyword title in SEO...
Seller_C1jrMFSlNUNyc
Will sellers be able to veto proposed changes during this Review process?
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.
Seller_RAXEWLxQ2dbmN
Does 'media' mean BMVD ?
Books, in particular often have titles (created, presumably by Amazon) that have loads of added words that are simply advert/puff pieces.
Take these current titles from the top five bestsellers list. They are basically one/two word titles with 14+ words of promotion added:
The Divorce: The BRAND NEW & Instant Sunday Times Bestselling Thriller from the Author of The Housemaid Books
ISBN-10 : 1464280193
Yesteryear: The Sunday Times Number One Bestseller – ‘Everyone will be talking about it’ Bella Mackie
ISBN-10 : 0008742766
I'm guessing these will be immune from AI editing...?
Seller_ZjZ4slOF0jHpk
What I've discovered so far - using the UI (not the feed files).
1. It's not 75 characters. It's 75 MINUS your brand name and if you have variations, whatever it tags onto the end of the title. So you have a lot less than 75 characters for anything else. Leave your brand name out, they will put it in anyway.
2. Despite quotation marks not being mentioned as disallowed, they will be removed, say if you have an artwork title you want in quotes or want to use " instead of in or inch.
3. None of 2 applies to whatever Amazon puts in at the end of your titles for variation attributes. They seem quite happy to have " there.
There are other 'quirks' or should I say annoyances and things that don't seem to have any logic to it, but I'm tired and fed up trying to get it to accept perfectly sensible titles that follow their 'guidelines'. The words "dog's" and "dinner" come to mind.
Seller_AM5G3H1dnBoLB
I want to upload new listings and make sure they comply with this before I upload them but there is no item highlights field in the feed file I downloaded today so is this not available to do on bulk upload files at present? or what is the field name i can add to my feed files please?
Seller_ZQyopdiwkUHOZ
Just double checking about leaving the brand name out. Do you mean that if you leave it out they will both add it in and count it towards the 75 limit?
Seller_hf3WAIwfSX840
This is not a good solution at all.
We have some vital information on the titles so that customers can actually see that a product is only suitable for certain types of printers (in our case) if this info is now missing I can see a large number of returns.
The AI knows nothing about there products so how can it create the correct text to (apparently) help customers?
A lot of time is going to be required from us.
I cant find a spreadsheet to update ourselves either
Seller_0VOpuaMlnPkFc
The Product Highlight field isn't accepting entries. Getting this error when the item title is only 54 characters?
