Amazon caps product titles at 75 characters: what changed on July 27 and what to check
Updated on September 24, 2026 with Amazon's official announcement.
Since July 27, 2026, Amazon US titles are capped at 75 characters including spaces, in every category except media. Amazon's stated goal is for the full title to display on mobile.
Amazon didn't take space away. It rearranged it. Next to the title there is a new field, Item Highlights, with 125 more characters for materials or recommended uses. That text is searchable and shows up with the title in search results and on the product page.
You still get 200 characters in total, split into two blocks:
- 75 characters in the title
- 125 characters in Item Highlights
What happens to titles that are still too long:
- After July 27, Amazon gradually replaces them with the recommendation generated by its AI.
- Listings stay active during the process, and you can edit the title and Item Highlights at any time.
- If you own the brand, you get 14 days before each change to review, modify or approve it in Review Listings Changes.
The key takeaway is strategic, not technical: you have to decide what earns a place in the first 75 characters and what moves to the second field, without losing clarity or indexing.
If you don't decide, Amazon's AI will. In an account with hundreds of ASINs, that queue of pending changes fills up fast, so it's worth checking every week.
By Leandro Orecchini · CUSTOS