Amazon is limiting titles to 75 characters! No more cramming in phrases

From 27 July 2026 Amazon is introducing a significant change to its product listing guidelines. The maximum length of a product title will be limited to 75 characters including spaces. The new requirements will apply to Amazon’s European marketplaces and most product categories, with the exception of products in the Media category.

For sellers, this spells the end of very long titles, which often included numerous keywords, features, uses and technical details. Amazon wants the title to be shorter, clearer and focused primarily on identifying the product.

Why is Amazon introducing shorter titles?

This change is primarily due to the growing number of mobile purchases. On mobile phones, long titles are often truncated, meaning that customers cannot see the most important information about the product.

Shorter titles are intended to improve the appearance of listings in search results, make it easier to compare products and reduce keyword stuffing in listings.

What should the new title include?

Once amended, the title should contain only the most important information that allows the product to be recognised at a glance. In practice, it is worth including:

• brand,
• product type,
• the most important feature,
• variant, colour or flavour,
• size, quantity or model, if relevant.

For example, instead of a very long title listing all the features of the T-shirt, it is better to come up with a shorter version:

bTOP Short-Sleeved T-shirt, White, M

Other information, such as „printed”, „with a neckline”, „for training” or „breathable”, should be entered in the new field Item Highlights.

What are Item Highlights?

Item Highlights this is an additional field with a length of up to 125 characters. It is intended to display information that sellers previously often added to the title.

You can include, amongst other things, materials, uses, compatibility, product features, information about the set and the key benefits for the customer.

Amazon recommends that the text in this field be brief and to the point, e.g.:

printed, with a neckline, for training, breathable, cotton

Importantly, Item Highlights are set to be visible both in search results and on the product page, and their content will be taken into account by Amazon’s search engine.

What mistakes should you avoid in titles?

New titles should not contain promotional phrases such as „Best Seller”, „HOT”, „Free delivery” or „Great deal”. Amazon also restricts the use of certain special characters and decorative symbols.

It is also worth avoiding repeating the same words, writing the entire title in capital letters and artificially cramming in SEO phrases. The title should be easy for the customer to read, rather than looking like a list of keywords.

For products with variants, it is also important to bear in mind the difference between the parent ASIN title and the child ASIN title. The main title should describe the product in general terms, without including details specific to a particular variant, such as colour or size.

What will happen to the current listings?

Sellers do not need to manually update all their listings straight away. From 27 July 2026, Amazon will begin gradually updating titles longer than 75 characters, using AI-generated suggestions.

However, this does not mean that it is a good idea to leave everything to automation. Amazon’s suggestions may be technically correct, but they will not always be the best in terms of SEO, sales and brand strategy.

Brand owners will receive 14 days to review, edit or approve suggestions before they are implemented. Suggestions will be available in the Seller Central dashboard under the section:

Manage All Inventory → Edit → View enhancements

What should you do right now?

It’s best to start with the products that generate the most traffic or sales. That’s where a change to the title could have the greatest impact on visibility and conversion rates.

It is worth checking which titles exceed 75 characters, preparing shorter versions of them and moving any additional information to the Item Highlights section. Particular attention should be paid to the most important keywords, so that once the title has been shortened, the listing remains clearly visible in Amazon’s search results.

Do you need help optimising your Amazon listings?

Changing the title limit is a good opportunity to organise your listings and improve their effectiveness. A shorter title does not necessarily mean poorer SEO, provided it is well planned and supplemented with relevant information in the other fields of the listing.

If you sell on Amazon and want to bring your listings into line with the new requirements, please contact bTOP. We can help you prepare titles, Item Highlights and product descriptions that comply with Amazon’s current guidelines and are tailored for sales on European marketplaces.

Blog author: Miś bTOP
Date of publication: 6 July 2026.