What is changing with Amazon product titles?
From 27 July 2026, Amazon says titles in all categories except media will need to be 75 characters or less, including spaces. The same update introduces Item Highlights, a separate field with up to 125 characters.
Amazon's announcement says Item Highlights can be used for materials or recommended use cases that help customers compare options. It also says the field is searchable and visible with titles in search results and on product detail pages.
Amazon also says titles still over the limit after 27 July will be gradually updated to AI recommendations, although sellers can update titles and Item Highlights themselves at any time.
That does not mean the best response is to move every removed title keyword into Item Highlights. The title should become cleaner and more focused, while the rest of the listing needs to carry the search terms and product detail that no longer fit in those 75 characters.
You can read Amazon's announcement here: Updates to improve your product titles begin on July 27.
Item Highlights are not a replacement title or an SEO dumping ground
Item Highlights should be used for the information shoppers can quickly use to understand why the product is right for them. Think of them as a short comparison aid, not a second title.
Good Item Highlights should focus on:
- Use cases, such as travel, gifting, storage, meal prep or home office use.
- Product features, material, compatibility or design.
- Selling points, such as easy assembly, reusable parts, gift-ready packaging or space saving.
You should sepereate each highlight with a comma, and keep the total length under 125 characters including spaces. Each highlight should be a short phrase, not a full sentence.
The field may be searchable, but its job is to help customers compare products quickly. Use it for clear, supported product details rather than repeating every keyword removed from the title.
Do not simply delete keywords from your Amazon listing
Currently the character limit for a title is 200-250, and is often filled with important keywords. The new 75-character limit means many of those keywords will need to be removed from the title.
If you simply delete those keywords, your listing will lose search visibility and sales. The title is the most important field for Amazon's search algorithm, so removing keywords without replacing them elsewhere will hurt your listing's performance.
Instead, you should move the keywords into the other listing fields: bullets, description and backend search terms.
The new listing guidelines you should follow are:
| Listing field | How to use it |
|---|---|
| Title | One highly relevant title keyword. Include other important information about the product and offer like number of items, size colour, etc. Must stay within the 75 character limit and make the customer want to click and buy your product. Stop thinking of this as a place for keywords apart from your most important one. |
| Item Highlights | Short use cases, features and selling points that help shoppers compare options, a comma separated list with a maximum character limit of 125. Not a place for keywords, a place for clear, concise product information. |
| Bullets | 5 key product benefits. Each bullet should have as many keywords as you can whilst still reading naturally. Each bullet shouldn't exceed 250 characters and the total of all bullets shouldn't exceed 1000 characters. |
| Description | Supporting details along with all of the keywords you couldn't fit into the bullets, maximum character limit of 2000. This is read less by customers so can be stuffed a bit more with keywords. |
| Backend search terms | Any remaining relevant search terms that are not already used naturally in the visible listing content. |
This matters because the new title limit changes where keywords can live, not whether keyword coverage still matters. Your title should become cleaner, but your overall listing should still explain the product fully and include the important terms customers use to find it.
How sellers should update titles for the new requirements
Start by choosing the one keyword that best describes the product. Then write a title that gives the customer the product type, core differentiator and essential variation information without exceeding 75 characters.
Next, list the keywords and product details you removed. Split them into three groups: details that belong in Item Highlights, keywords that should be worked into bullets, and terms that are better suited to the description or backend search terms.
- Keep the title clear, readable and within 75 characters including spaces.
- Use Item Highlights for use cases, features and selling points, not keyword stuffing.
- Rewrite bullets so lost title keywords appear naturally in benefit-led copy.
- Use the description for supporting detail that would clutter the title.
- Check backend search terms for relevant keywords not used elsewhere.
Conclusion: rebuild the listing, not just the title
Amazon's 75-character title limit means sellers need to be more deliberate about every listing field. The right response is not just shortening the title. It is rebuilding the title, Item Highlights, bullets, description and backend search terms so the listing stays clear for shoppers and strong for search.
If you remove important keywords from the title, make sure they are still covered naturally elsewhere on the listing. Cleaner titles should not come at the cost of weaker SEO.
Rebuild your listing for Amazon's new title requirements
Osellpa's Listing Rebuilder now includes the new Item Highlights field. You can use it to rebuild your title, Item Highlights, bullets, description and backend search terms so your listing meets the new requirements while keeping your SEO strong.
