Amazon’s 75-Character Rule: Title & Item Highlights
Ivan Dmitriy Petrov
2026-08-12 16:00
Amazon’s new product title requirements for the US marketplace took effect on July 27, 2026. Except for media categories, product titles must now stay within 75 characters, including spaces. At the same time, Amazon introduced Item Highlights, allowing up to 125 characters to provide additional product information that cannot fit in the title. Amazon also states that Item Highlights can be searched and displayed with the product title in search results and on product detail pages.
For sellers, this update is more than simply shortening product titles. Brand names, product types, features, specifications, and use cases that were previously packed into long titles now need to be reorganized between the product title and Item Highlights. The key is deciding what information should stay within 75 characters and what details can be moved to the additional 125 characters.
The main change is how product titles and Item Highlights are used.
Product titles can now contain up to 75 characters, including spaces. Item Highlights provide up to another 125 characters for information such as materials, recommended use cases, and other product details. Amazon also provides AI tools to help sellers generate product titles and Item Highlights that follow the new character limits.
Previously, some sellers put the brand, product type, features, specifications, use cases, and multiple keywords into one long title. Under the new Amazon title character limit, this approach needs to change.
Simply put, the product title should answer “What is this?”, while Item Highlights can explain “What else should shoppers know about it?”
The amount of information a listing can present has not necessarily decreased. The information simply needs to be organized differently.
With only 75 characters available, sellers should first determine which information matters most instead of simply deleting keywords.
In most cases, the brand, core product term, and most important product attributes should receive priority. A feature or specification that directly affects how shoppers identify or compare the product can also be kept in the title.
For example, a wireless noise-canceling headphone title might previously have looked like this:
Brand X Wireless Bluetooth Headphones, Over-Ear Noise Cancelling Headphones for Adults, 40-Hour Battery, Fast Charging, Built-in Microphone, Compatible with iPhone, Android, Laptop
This title contains the brand, product type, noise cancellation, battery life, charging method, microphone, and compatibility information. However, some information is repetitive.
It could be shortened to:
Brand X Wireless Noise-Cancelling Headphones, Over-Ear, 40-Hour
The brand, product type, main feature, and an important specification remain. Compatibility, microphone details, and use cases can then be moved to Item Highlights.
So, the Amazon 75-character title limit does not necessarily mean sellers have to provide less information. It means the information needs to be distributed more effectively.
When title space is limited, sellers can start by removing:
For example, “Best Noise Cancelling Headphones” provides less useful information than a title that directly describes the product and its actual features.
With only 75 characters available, every word should provide useful information about the product.
Item Highlights should not simply become a second product title.
If the product title focuses on the brand, product type, and core attributes, Item Highlights can provide supporting information such as compatibility, features, materials, and use cases. This gives shoppers more information without making the title unnecessarily long.
For the headphone example, information that does not fit naturally into the title could be presented as:
Built-in microphone; compatible with iPhone, Android phones, and laptops; designed for travel.
The product title highlights the core information, while the Item Highlight adds useful details about the product.
Amazon states that content in Item Highlights can be searched, so sellers should not treat the field as a simple description area. However, Amazon has not publicly disclosed the specific search weight of product titles compared with Item Highlights.
For this reason, sellers should not move all important keywords out of the title simply to save characters.
A more practical approach is to keep core product terms and important attributes in the title, while using Item Highlights for supporting features, use cases, compatibility, and other relevant product information.
For an existing listing, sellers can first break the current title into several information groups:
Then, reorganize these elements according to their importance.
For example:
Product Title:
Brand X Wireless Noise Cancelling Headphones, Over-Ear, 40-Hour
Item Highlight:
Built-in microphone; compatible with iPhone, Android phones, and laptops; designed for travel.
The goal is not simply to delete information from the original title. Instead, information that has the greatest impact on how shoppers understand the product stays in the title, while other useful details move to Item Highlights.
If a keyword is repeated without adding new product information, it may not be worth using valuable title space. On the other hand, a term that clearly describes the product type, core feature, or important specification may be worth keeping even if it appears only once.
For listings that have been active for some time and already have stable traffic and sales, sellers should avoid making large changes without a clear reason.
A safer approach is to identify the existing brand name, core product terms, model, and important attributes first. Then, shorten the title according to the new Amazon product title requirements, starting with repeated words and unnecessary wording. Useful information that no longer fits can then be reorganized into Item Highlights.
Amazon also provides AI tools for this process. Sellers can go to Manage All Inventory, select a listing, choose Edit, and then click View enhancements to review recommended product titles and Item Highlights.
Amazon says these recommendations follow the 75-character and 125-character limits and are designed to keep key product information in the title while moving additional details into Item Highlights.
However, AI recommendations should not be accepted without review. Sellers should manually check the brand, model, core product terms, and important specifications to make sure valuable information has not been changed or removed.
For brand owners, Amazon also provides the Review Listings Changes feature. Before AI recommendations are applied, brand owners can review, edit, and approve the suggested changes during the available review period.
Updating the title is not the end of the process.
Sellers can search for their most important product keywords after making changes to see whether the listing still appears in search results. It is also useful to review competing listings and compare how they organize their product titles and Item Highlights.
For products targeting US shoppers, sellers can also check search results from the target market’s network environment. Search results may vary depending on the search environment, so checking only from your own local network may not fully reflect what shoppers in the US see.
For US keyword research, competitor research, or listing testing, sellers can use a target-market network environment to conduct additional checks. For example, 1024Proxy residential IPs can provide a US network environment for checking search results closer to those seen by users in the target market.
Will Amazon delete a product title that exceeds 75 characters?
No. Amazon is not simply deleting the entire product title. Amazon says non-compliant titles will gradually be updated using AI recommendations so that product titles and Item Highlights meet the new requirements. Sellers can also update their own listing information.
Do I have to use all 125 characters in Item Highlights?
No. 125 characters is the maximum available length, not a requirement to fill every character. Accurate and useful product information is more important than adding unnecessary text just to reach the limit.
Can changing my title affect my existing keyword rankings?
It can. Amazon has not disclosed the specific search weight of product titles and Item Highlights, so there is no guarantee that rankings will remain unchanged after a title update.
For listings with stable traffic, sellers should make targeted changes instead of removing or replacing large numbers of important keywords at once.
Can I use keywords in Item Highlights?
Yes, as long as they accurately describe the product. However, Item Highlights should not become a place for keyword stuffing.
A better approach is to naturally include relevant terms when describing real product features, materials, compatibility, and use cases.
How long should I monitor a listing after changing its title?
There is no single monitoring period that works for every listing. After updating a title, sellers can continue tracking important keyword performance, organic traffic, and conversions while also watching changes in competing listings.
For products with significant traffic, making changes gradually and recording the results can make it easier to understand how each adjustment affects performance.
Amazon’s new 75-character product title rule is not simply about forcing sellers to use fewer keywords. It changes how product information should be organized between the product title and Item Highlights.
The 75-character product title should focus on the brand, core product terms, and important attributes, while the 125-character Item Highlights can provide additional information about features, specifications, compatibility, and use cases.
For existing listings, sellers should not simply wait for Amazon to make automatic changes. Instead, review current titles, remove repetitive or low-value wording, reorganize useful information, and monitor search performance after updating.
For sellers targeting the US marketplace, Amazon listing optimization and search-result verification should be an ongoing process rather than a one-time title change.
