75 Characters or Less: Writing Amazon Titles That Still Sell

Amazon product titles now have a hard ceiling. Since July 27, 2026, titles in every category except media must be 75 characters or fewer, spaces included.

The scale of the change is hard to overstate. Amazon says more than 984 million titles have been updated since June 2026. The rule also applies to Amazon’s own retail listings, not only third-party sellers.

For brands, the question is no longer whether to shorten titles. It is how to shorten them without losing traffic. A title that once carried 150 characters of keywords now has to do the same work in half the space.

What the Rule Requires

Amazon announced the change in Seller Central on June 10, 2026. Its stated reason is mobile. A 75-character title displays in full on a phone screen instead of cutting off mid-phrase.

The basics:

• 75 characters maximum. Letters, numbers, spaces and punctuation all count.
• Every ASIN on its own. The limit applies to each parent and child ASIN, and to bundles.
• Update it or Amazon will. If you do not bring a title into compliance, Amazon rewrites it for you automatically using AI. The listing stays live, but the new title is Amazon’s interpretation.

That last point matters most. If a brand does not rewrite its titles, Amazon will. And Amazon’s version may not lead with the keyword or feature that sells the product.

A New Field: Item Highlights

Amazon added a new field to make up for the shorter titles. It is called Item Highlights, and it holds up to 125 characters.

Item Highlights sits directly beneath the title. Shoppers see it in search results and on the product detail page. It is also searchable, so the keywords in it still help a product get found.

The math is simple. A 75-character title plus 125 characters of Item Highlights equals 200 characters. That is the same total space most categories allowed before the change. The difference is structure. The title identifies the product. Item Highlights describes it.

Good candidates for Item Highlights include:

• Secondary keywords that no longer fit in the title
• Materials or key specs
• Who the product is for and how it is used
• What sets it apart from similar listings

Amazon offers AI-suggested Item Highlights in Seller Central, the same way it suggests titles. Treat those as a starting point. A suggestion built from an old title will not always lead with what matters most to your shopper.

What to Keep and What to Cut

A short title works best when it answers one question fast: what is this, and who makes it? Amazon recommends keeping the brand name inside the 75 characters. From there, build in this order:

1. Brand. It anchors trust and branded search.
2. Product type. Use the phrase shoppers type, not internal catalog language.
3. One or two key attributes. Size, capacity, count or the feature that separates the product from the next listing.

What goes: repeated keywords, filler adjectives like “premium” or “high quality,” long use-case lists and anything promotional. Amazon’s style rules already banned much of this. The new limit removes the space to hide it.

Before and After

Here is an example of a title written the old way.

Before (179 characters): Ridgeline Digital Refrigerant Scale, 220 lb Capacity, High Accuracy, Wireless Bluetooth App Connection, Professional HVAC Charging Scale for AC Technicians, Includes Carrying Case

After (68 characters): Ridgeline Wireless Refrigerant Scale, 220 lb Capacity, Bluetooth App

Item Highlights (110 characters): High-accuracy HVAC charging scale built for AC technicians. Includes padded carrying case and backlit display.

The new title keeps the brand, the product type and the two specs a technician compares first. “Digital” and “Professional” add no search value. The audience, accuracy claim and accessories move to Item Highlights, where they stay searchable.

Where the Cut Details Go

Shortening a title does not mean deleting information. It means moving it to the right field.

• Item Highlights. Secondary keywords, materials and key use cases. Together with the title, it restores a 200-character budget.
• Bullet points. Full feature explanations and the reasons to buy.
• Product attributes. Size, color, count and compatibility belong in structured fields, where search filters can read them.
• Backend search terms. Synonyms and alternate spellings shoppers use but a title should not carry.

One more step: check titles that were already shortened. If Amazon applied an AI rewrite, the live title may not be the one your team wrote. Review top sellers first, then work down the catalog.

The Bottom Line

The 75-character limit rewards clarity. Brands that write tight titles and use Item Highlights well keep their search visibility. Brands that wait will rely on Amazon to decide how their products are described.