Amazon title length: the new 75-character limit, and how to rewrite your titles
For years the rule of thumb was “up to 200 characters”. That’s over. Amazon announced that from July 27, 2026, product titles in all categories except media must be 75 characters or fewer, including spaces. Here’s what changed and how to rewrite a title so you keep control of it.
What changed
From Amazon’s announcement:
- titles must be 75 characters or fewer, spaces included, in every category except media;
- titles still over 75 characters are gradually replaced with an AI-recommended title after July 27;
- a new field, Item Highlights, gives you 125 characters of searchable content for supporting details.
If you haven’t shortened your titles, Amazon may already be rewriting them — and an automatic rewrite may drop the words you care about.
The other title rules still apply
The 75-character limit sits on top of Amazon’s existing title requirements:
- no promotional phrases such as “free shipping”, “best seller” or “sale”;
- no restricted characters such as ! $ ? _ ^ ¬ ¦, unless they’re part of the brand name;
- the same word no more than twice (prepositions, articles and conjunctions excepted);
- describe the product — no subjective claims.
How to rewrite a long title in 75 characters
- Lead with brand and product type. “Anker Wireless Earbuds” before anything else.
- Keep the one or two attributes buyers filter or search by — model, size, capacity, color.
- Cut repetition and filler. Synonyms that repeat the product type (“earbuds, earphones, headphones”) and marketing adjectives go first.
- Move the rest to Item Highlights and the bullets. Materials, use cases, compatibility lists.
Example (75 characters): Anker Wireless Earbuds, Bluetooth 5.3, 30H Playtime, IPX5 Waterproof, Black
Amazon rewrites over-long titles automatically. If you want to choose the words in your title, rewrite it yourself rather than waiting for the AI version.
Check yours
Our free Amazon listing checker counts title characters against the 75-character limit and flags restricted characters, repeated words and promotional phrases. If a listing has already dropped out of search, see Amazon listing search suppressed.