AftermeshAmazon Item Highlights: How to Write Them and Fix Error 100476
You cut the title down to 75 characters, typed a line into Item Highlights, and Seller Central came back with error 100476.
What is Item Highlights on Amazon?
"Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages."
News_Amazon, Updates to improve your product titles begin on July 27, Seller Central forums, June 10, 2026"Item name and Item highlights are both inputs for search, and one isn't prioritized over the other." ... "effective August 10, 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings."
Amazon, Answers to your product title update questions, Seller Central forums, July 2026A keyword you move out of the Item Name into Item Highlights still counts in search. On a phone the line gets cut off wherever the screen ends, so put the phrase a shopper needs most at the front.
For the 75-character rule itself, see Amazon's 75-character title rule.
Why does Amazon show error 100476?
"100476: Provide an Item Name that is 75 characters or less to use Item Highlights. Additional details can be found in the tool tip."
"Error 100476 means that item_name exceeds 75 characters while title_differentiation is also present."
Amazon SP-API documentation, Submit modular titles (title_differentiation is the API name for Item Highlights)The check is on the length of the Item Name. Go through these in order.
1. Count the Item Name again
Spaces count, and 75 exactly is fine. Michelle_Amazon, answering on the Seller Central forums: "If you use all 75, the highlights will still show, you just can't go over 75." (thread)
2. Check the child listings and the brand name
On a variation, the parent Item Name can be fine while a child's is over. A seller who hit the error on the India marketplace:
"On the Child listing, Please make sure to have the ITEM NAME only within 75 characters. Only then the ITEM HIGHLIGHTS gets validated properly" ... "I was also stuck at this step and made 100 trials before figuring out this simple change."
Seller_zIsankdLmQudI (seller), 75 Character item Highlights, Seller Central forums (India)A seller on the European forums warned that Amazon sometimes adds the brand to the front on the live listing, and it counts toward the 75:
"Are you including your brand name at the front? If not, it sometimes adds it in anyway (and counts it towards the character limit) on the live listing."
Seller_ZjZ4slOF0jHpk (seller), Item Highlights error after Title 75 character update, Seller Central forums (Europe)Start the Item Name with the brand yourself and count it in the 75.
3. The Item Name is under 75 and the error is still there
"try temporarily removing or clearing the Item Highlights field entirely, then save your listing. Once saved successfully, you can go back and add the highlights in a separate edit."
"if you're using a flat file/spreadsheet upload, try submitting the listing without the Item Highlights attribute first, then add highlights afterward through the Edit Listing page."
TaylorR_Amazon (Amazon staff), 75 Character item Highlights, Seller Central forums (India)So: save once with Item Highlights empty, then add them in a second edit. With a flat file, upload without the Item Highlights column, then fill it in on the Edit Listing page. Still failing? Open a Seller Support case with the error code and the ASIN.
4. Saved through View enhancements, but never went live
"Correction: the AI "View Enhancements" interface accepted our Item Highlight text, but never published it."
Seller_xo4Akj7FBBnfC (seller), Has the item highlights section begun?, Seller Central forumsThe moderator in that thread said saving problems may be a temporary limitation of the rollout and recommended "trying again in a few days" (Thea_Amazon). Check the live product page rather than the edit screen. If the old text is still there after a few days, enter the highlights again on the Edit Listing page; if that doesn't stick either, open a case with the ASIN.
How do you write Item Highlights?
"Write Item Highlights as comma-separated phrases, not full sentences." ... "Focus on details that help customers compare options: materials, recommended use cases, compatibility, and key specifications."
"Provide product features or benefit driven phrases, not a full sentence. Information will appear only when the item name is under 75 characters. Do not repeat information already in the item name."
Amazon SP-API documentation, Submit modular titles: the formatting rules, then the field description in the listing schemaAmazon's June forum post used full sentences as its example. The later documentation and the field itself ask for phrases, so write phrases.
"Keeps drinks cold 24 hours, hot 12 hours. Ideal for gym, office, and outdoor adventures."
Dougal_Amazon (Amazon staff), Engage With Amazon: Get your Product Title Update Questions Answered!, Seller Central forums, the Item Highlight in its Quick ExampleTake the material from the old title and your bullet points:
- Material: 304 stainless steel, memory foam, synthetic bristles.
- Use case or who it's for: newborns 0 to 3 months, fits car cup holders.
- Compatibility: MagSafe compatible, works with wireless chargers.
- Specs a shopper compares on: cold 24 hours, wide neck.
Before you save, read the Item Name and the highlights side by side and cut any detail the Item Name already says.
What stays in the Item Name?
The brand, the product type, and the variation the shopper is picking: color, size or pack count. Everything else is a candidate for Item Highlights.
"we recommend that you keep your brand name in the Item name. All other important details can be distributed across both fields." ... "We recommend that you include the most important variating attributes in the Item name. If the 75-character limit prevents you from including all attributes in the Item name, you can retain the most important attributes there and move the others to Item highlights."
Amazon, Answers to your product title update questions, Seller Central forums, July 2026A phone model counts here too: it decides whether the case fits at all.
Item Highlights examples
Amazon's own example, from the developer page:
Before: "Fast Charger Adapter, PPS Supported, Compact Charger for models like MacBook Air/Macbook
Pro/iPhone 14/iPhone 13/Galaxy S22/iPad Pro/Pixel and More, Cable Not Included"
item_name: "Fast Charger Adapter"
title_differentiation: "USB-C, PPS Support, Cable not included"
The six below are ours, with a made-up brand. Some highlights use details from the listing's bullet points rather than the old title. The numbers in brackets are character counts, spaces included.
T-shirt, size Medium
Before (88): Best Seller Acme 100% Cotton T-Shirt for Men Women Summer Casual Short Sleeve Cotton Tee
Item Highlights (67): Pre-shrunk, tagless collar, breathable for summer, machine washable
This one is sold as a men's shirt, so Women came out. If you sell it to both, write Unisex in the Item Name.
Insulated tumbler
Before (171): Acme Stainless Steel Insulated Tumbler 20 oz with Lid and Straw, Double Wall Vacuum, Keeps Drinks Cold 24 Hours Hot 12 Hours, BPA Free, Dishwasher Safe, for Car Office Gym
Item Highlights (96): Double wall vacuum, cold 24 hours, hot 12 hours, BPA free, dishwasher safe, fits car cup holders
Phone case
Before (146): Acme Magnetic Phone Case for iPhone 16 Pro Max, Compatible with MagSafe, Drop Protection, Slim Shockproof Cover with Matte Translucent Back, Black
Item Highlights (91): MagSafe compatible, matte translucent back, raised edges around camera and screen, slim fit
Baby bottles
Before (139): Acme Baby Bottles 4 Pack 9 oz Anti Colic Slow Flow Nipples BPA Free Newborn Infant Feeding Bottles Gift Set for Breastfed Babies 0-3 Months
Item Highlights (91): BPA free, for newborns 0 to 3 months, wide neck for easy cleaning, top rack dishwasher safe
Dog bed
Before (140): Acme Dog Bed for Large Dogs Orthopedic Memory Foam Pet Bed with Removable Washable Cover Waterproof Liner Nonskid Bottom 36 x 27 inches Gray
Item Highlights (71): Memory foam, removable washable cover, waterproof liner, nonskid bottom
Makeup brush set
Before (132): Acme Makeup Brush Set 14 Pcs Premium Synthetic Kabuki Foundation Powder Concealer Eyeshadow Blush Brushes with Travel Case Rose Gold
Item Highlights (96): Synthetic bristles, for foundation, powder, concealer, blush and eyeshadow, travel case included
Draft both lines from your current listing
Paste your current title into the Aftermesh title checker, and up to five bullet points if you have them. It shows the character count and flags promotional wording, repeated words and ALL-CAPS. Ask for the AI rewrite and you get an Item Name of 75 characters or less, plus an Item Highlights line in comma-separated phrases built from your bullets.
Open the Aftermesh title checkerFAQ
What should I use to separate Item Highlights?
Commas. Amazon's developer documentation asks for comma-separated phrases, and its own example is "USB-C, PPS Support, Cable not included".
Do Item Highlights count for search ranking?
Yes. Amazon says the Item Name and Item Highlights are both search inputs and neither is prioritized over the other.
Do Item Highlights show on desktop?
Since August 10, 2026, they show under the Item Name on desktop and on mobile. How many characters fit depends on the screen.
Can I update Item Highlights in bulk?
Yes. Download the Category Listings report; Item Highlights sits next to Item Name in the sheet. Fill both columns and upload the file through the List Your Products tool. Amazon says listings are typically updated within eight hours.
Can my Item Name be exactly 75 characters?
Yes. Error 100476 itself asks for "75 characters or less", and an Amazon forum moderator confirmed that highlights still show at 75.
Further reading: Amazon's 75-character title rule | Aftermesh title checker
This guide isn't legal advice.