Amazon's 75-character title rule

If your title is still over 75 characters, your listing stays up. Amazon replaces the title with its own AI recommendation.

What actually changed

• A 75-character title cap, spaces included, for every category except media. The announcement doesn't list which categories count as media.
• A new Item Highlights field: 125 characters, searchable, shown with the title in search results and on the product page.

The style rules didn't change on July 27. The character and repetition rules date from January 2025, and the ALL-CAPS and promotional-wording guidance is older. What changed is the length: 75 instead of 200.

Brand Registry and the 14-day review window

Amazon says "brand owners", not Brand Registry. We read that as the seller who controls the brand through Brand Registry; if you sell under someone else's brand, you're in "all sellers".

If you aren't brand-registered, check your titles first.

How to spend 75 characters

Seventy-five characters is roughly 8 to 11 words. Your old keyword string won't fit, so go in this order:

Brand + core product noun + the single most important attribute

Here's an example. Before, at 88 characters:

It's 13 characters over, and "Best Seller" is the promotional wording Amazon names in its own guidance. Cotton appears twice, which the repetition rule still allows, but the second one costs 7 characters. "for Men Women" also tries to catch both audiences. Amazon doesn't list that one; we'd cut it anyway. After, at 52 characters:

How to write Item Highlights

That's Amazon's own example, and it's two sentences, so phrases aren't an Amazon rule. We use comma-separated phrases anyway: without the connecting words, 125 characters holds more attributes. Continuing the example, the 100%, Summer, Casual and Tee that came out of the title go here, plus a few details the title never had room for:

Women didn't move: the new title already commits to selling it as a men's shirt.

What to move here first, in order of value:

• Material and construction: 100% cotton, 304 stainless steel, food-grade silicone.
• Certifications and standards: FDA, CE, BPA-free, UL listed.
• Use case and audience: camping, office desk, newborn, large dogs.
• Compatibility: model numbers used to have nowhere to go but the title.
• Pack size and dimensions: 2-pack, 6 ft, storage bag included.

Don't repeat words already in the title. Save the 125 characters for words the title doesn't have.

Migrating an existing listing: five steps

• 1. Count first and see how far over you are. Spaces count.
• 2. Delete the violations: promotional wording (Amazon's examples are Hot Item and Best seller), the characters ! $ ? _ { } ^ ¬ ¦ unless they're part of your brand name, and ALL-CAPS words. Amazon's guidance doesn't mention abbreviations; we leave XL, USB and LED as they are.
• 3. De-duplicate. Amazon allows a word twice, but if a meaningful word appears twice, we'd delete the second one to get the characters back.
• 4. Order it. Brand first, then the core product noun, then one key attribute.
• 5. Move the rest into Item Highlights. Whatever didn't fit in step 4 goes there, in the priority order above.

Then check your search term report: are the keywords that actually convert still in either the title or the highlights? If one isn't, trade out something less important.

Four things sellers get wrong

• "A shorter title loses traffic." Not necessarily; see the FAQ below.
• "Every category is 75." Media is exempt; see the FAQ below.
• "Leaving it is fine, it just looks untidy." Over-limit titles get replaced with Amazon's AI recommendation; see the Brand Registry section above.
• "I'll fix it after it gets rewritten." Without brand-owner review, you first see the change in View Change History after it's applied, and shoppers see the AI version until you edit it.

Titles bring the click, reviews decide the sale

Get the title right and more people reach your detail page. Whether they buy once they are there rests substantially on the reviews, which is the half a title cannot touch. It shows up hardest on new listings: the title can be perfectly compliant and the conversion still will not move while the review section is empty.

Aftermesh works on the part of that half you can actually move. You build a buyer page under your own brand and it gives you the QR code for the card. After scanning, the buyer tells you in his own words what was right and what was not about this order and sees an invitation to review, and what he writes arrives in your dashboard. You can look at the page a buyer scans into.

FAQ

When did Amazon's new title rules take effect?

On July 27, 2026. Since then, titles in every category except media are capped at 75 characters, spaces included. Amazon's announcement doesn't list which categories count as media.

What happens if my title is still over 75 characters?

Amazon gradually replaces it with its AI recommendation, and the listing stays active. Brand owners get 14 days before the change goes live to review, modify or approve it in Review Listings Changes. Other sellers see it in View Change History once it's applied, and can edit the title at any time.

Is the limit 75 characters in every category?

In every category except media. The announcement names no category with a lower limit. Amazon's older title guidance sends you to the category style guides for length, so if Seller Central shows a lower number for your category, go by that.

How should Item Highlights be written?

Amazon gives 125 characters and no format rule; its own example is two short sentences. We write comma-separated phrases because they fit more of what the title has no room for: material, certifications, use case and audience, compatibility, pack size.

Will a shorter title cost me traffic?

Amazon says Item Highlights are searchable, so keywords you move there still count. For the ones you cut from both, check your search term report to see whether any of them brought in orders.

Further reading: How to deal with negative Amazon reviews · Amazon insert card rules in 2026 · Amazon Title Rule Checker — free tool · What are bad reviews costing you? — free calculator