Amazon Item Highlights: what goes in the 125 characters under your title

By Listing Mammoth team · October 22, 2026

Amazon Item Highlights is the line of short phrases that appears below your product title. It holds up to 125 characters. You can only use it when the title is 75 characters or fewer ^[1][2]. Amazon says it is searchable and carries the same search weight as the title ^[1][4]. Since July 27, 2026, it is where the details cut from long titles are meant to go ^[3].

Most guides repeat those four facts. What follows also covers the details buried in Amazon's developer documentation and its answers to seller questions:

• the exact format Amazon asks for
• what happens when the title is too long
• how Amazon's AI fills the field for you
• how Item Highlights differs from bullets and backend search terms

Everything below was checked against Amazon's pages on October 22, 2026. For the title rules themselves, see our Amazon title requirements guide.

What Item Highlights is

Amazon introduced Item Highlights in its June 2026 title update. The announcement said: "Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces". It also said that Item Highlights "provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options" ^[3].

In Amazon's systems it is a separate attribute:

The first and last rows come from Amazon's Selling Partner API guide ^[1]. Together the two fields hold 200 characters, which Amazon points out is the same total a title used to have ^[1][4].

Where it shows up

Amazon says Item Highlights appears "below titles in search results and on product detail pages" ^[1][2]. Amazon's answers to sellers add that since August 10, 2026, Item Highlights "will display beneath the Item name across desktop and mobile" ^[4].

Amazon also says the number of characters visible on screen "may vary, depending on screen size or pre-configured display settings" ^[4]. So don't count on shoppers seeing all 125 characters, especially in search results on a phone. Put the most useful phrase first.

Does Item Highlights help search?

Yes, by Amazon's own account. Its developer guide says Item Highlights is "fully searchable, so customers can discover your product through the details you include in this field" ^[1]. Its answer to sellers is more specific: "Your search and discoverability are unchanged. Item name and Item highlights are both inputs for search, and one isn't prioritized over the other" ^[4].

That has a practical consequence. Moving a keyword from the title to Item Highlights doesn't cost you search weight. Deleting it outright does. When you shorten a long title, the words you cut should move to Item Highlights, not disappear.

The rules Amazon gives

Amazon hasn't published a long rule list for Item Highlights the way it has for titles. These are the requirements and instructions it does state:

The schema in Amazon's API describes the field as "product features or benefit driven phrases, not a full sentence". It says the information "will appear only when the item name is under 75 characters" ^[1][5]. The guide text and the error message say "75 characters or fewer" ^[1]. That one-character difference is the kind that causes surprises. Our advice is to keep your title at 74 characters or less if you want no doubt.

Does the title's banned-character list (! $ ? _ { } ^ ¬ ¦) and its ban on promotional phrases apply to Item Highlights? Amazon's pages don't say so directly. Our guidance is to treat Item Highlights as part of the title anyway. It sits directly under the title, Amazon describes the two fields as one 200-character block of product information ^[4], and nothing about promotional wording helps a shopper compare products.

What to put in Item Highlights

Amazon names four kinds of detail: materials, recommended use cases, compatibility and key specifications ^[1]. In practice, Item Highlights is where these go:

• Attributes that no longer fit the title. Amazon's advice on variations is to "include the most important variating attributes in the Item name". If the 75-character limit gets in the way, keep the most important there and "move the others to Item highlights" ^[2][4].
• Materials and construction. Double-wall, full-tang, natural rubber.
• Compatibility and fit. Which models, sizes or ages it fits.
• Use cases. Gym, travel, heavy chewers.
• Key specifications. Capacity, edge angle, weight limit.

Amazon's own example is a long charger title cut down to "Fast Charger Adapter", with the rest moved into Item Highlights as "USB-C, PPS Support, Cable not included" ^[1][2]. That's 38 characters. Amazon doesn't fill all 125 in its own example, and you don't have to either.

Worked examples

These listings are made up (Larkfield is not a real brand). Use only facts that are true for your product.

What each one does:

• The title carries the product's identity. Each title is brand, product type and the attribute shoppers filter by, in that order.
• Item Highlights adds what a shopper compares next. For the dog toy that's the weight range, for the knife the edge and the care.
• Nothing is repeated. None of the highlights repeats a fact already in its own title.
• Each starts with the most useful phrase. That phrase is the one most likely to be visible on a phone ^[4].

Two versions that don't work:

The BEST bottle you'll ever own! Keeps drinks cold all day. Perfect gift for him and her!

These are full sentences, where Amazon asks for phrases. "BEST" is the kind of subjective claim Amazon's title rules ban ^[2]. And there's nothing in it a shopper can compare.

Larkfield insulated water bottle, stainless steel water bottle, 32 oz bottle

This one repeats the brand and the title's words. That breaks Amazon's instruction not to repeat information already in the item name ^[1][5], and it wastes 76 characters.

Item Highlights vs bullets vs backend search terms

Three fields hold product details, and they do different jobs.

Item Highlights:

• Visible under the title in search results and on the detail page ^[1]
• Up to 125 characters
• Comma-separated phrases ^[1]
• Searchable, with weight equal to the title ^[4]
• Best for the comparison details a shopper scans before clicking

Bullet points:

• Visible on the detail page
• Length limit set by product type
• Sentence fragments with a short heading
• Searchable
• Best for features and benefits, explained. See our bullet point guidelines.

Backend search terms:

• Hidden from shoppers
• Under 250 bytes
• Lowercase words separated by spaces
• Searchable
• Best for synonyms and alternate names that would read badly on the page. See our backend search terms guide.

A detail can appear in Item Highlights and be explained in a bullet. Item Highlights is the scan line, and the bullet gives the reason. But don't put the same phrase in Item Highlights and the backend search terms. Visible words are already searchable, so it only wastes backend bytes.

What happens if your title is still over 75 characters

Three things, depending on how you submit:

• You can't add Item Highlights. Through the API or a feed, sending Item Highlights with a title over 75 characters returns error 100476: "Provide an Item Name that is 75 characters or less to use Item Highlights" ^[1]. The enforcement listed in that error is ATTRIBUTE_SUPPRESSED on the Item Highlights attribute ^[1].
• Amazon may split the title for you. You can still submit a title of up to 200 characters through the API, and it is accepted. Amazon "may reconcile the value in the catalog, splitting it across item_name and title_differentiation". Your listing data then shows your original value while the catalog shows Amazon's version ^[1].
• Amazon's AI may rewrite it. After July 27, "any titles still over 75 characters will be updated to the AI recommendation gradually". Brand owners get 14 days to review, change or approve the AI's title and Item Highlights in Review Listings Changes before they're applied ^[3][4].

If you don't want Amazon's version, write both fields yourself. You can change them at any time in Manage All Inventory ^[2][3].

How to add or edit Item Highlights

One listing:

1. Go to Manage All Inventory, find the listing, and choose Edit ^[3].
2. Shorten the Item name to 75 characters or fewer. The Item highlights field becomes available once you do ^[2].
3. Enter your phrases in Item highlights. Amazon's View enhancements shows its AI suggestion if you want a starting point ^[3].

Many listings: download the Category Listings report. The Item highlights field appears next to Item name. Edit both in the spreadsheet and upload it with the List Your Products tool. Amazon says listings are "typically updated within eight hours" ^[4].

Through the API: set title_differentiation with the Listings Items API or the JSON_LISTINGS_FEED ^[1]. Amazon notes that the exact attribute can vary by product type and recommends checking your product type's schema first ^[5].

After you save, Amazon says a change "is accepted immediately but can take 24 to 48 hours to be processed and displayed". If it still isn't showing after 48 hours, edit and resubmit it, or contact Selling Partner Support ^[2].

Item Highlights checklist

• Title is 75 characters or fewer (74 or fewer to be safe), with the brand first
• Item Highlights is 125 characters or fewer
• Comma-separated phrases, not sentences
• Starts with the detail a shopper compares first
• Covers materials, uses, compatibility or specs, not adjectives
• Repeats nothing from the title, and leaves the brand out
• No promotional or subjective words ("best", "perfect gift")
• Every phrase is true for the product
• Checked again 48 hours later on a phone

Check yours

Our free listing score checks whether your listing has Item Highlights and whether they fit in 125 characters. It also checks your title against the 75-character rule and how much real Amazon search demand your title, Item Highlights and bullets cover. How we score lists every check. If you'd rather not split the title yourself, Listing Mammoth refreshes one listing. You get a title of 75 characters or fewer, Item Highlights of 125 or fewer, five bullets, a description, backend search terms, plus an enhanced main image, checked against your photo, and five explainer images.

Frequently asked questions

How many characters is Amazon Item Highlights?

Up to 125 characters. Together with the 75-character item name, that is the same 200 characters a title used to have ^[1][4].

Is Item Highlights searchable?

Yes. Amazon says Item name and Item highlights are both inputs for search, and one isn't prioritized over the other ^[4].

Why can't I add Item Highlights to my listing?

Usually because the title is over 75 characters. Amazon only accepts Item Highlights when the item name is 75 characters or fewer, and the API returns error 100476 otherwise ^[1][2].

Where does Item Highlights appear?

Below the title in search results and on the product detail page, on desktop and mobile since August 10, 2026. How many characters are visible depends on the screen ^[1][4].

Should I repeat title keywords in Item Highlights?

No. Amazon's product type schema says not to repeat information already in the item name, and both fields are searched equally, so repeats add nothing ^[1][4][5].

How long do Item Highlights changes take to show?

Amazon says an update is accepted immediately but can take 24 to 48 hours to display. Bulk uploads through the Category Listings report are typically updated within eight hours ^[2][4].

Sources

1. Amazon Selling Partner API documentation, “Submit modular titles”. developer-docs.amazon · checked 2026-10-22
2. Amazon Seller Central help, “Product title requirements and guidelines”. sellercentral.amazon.com · checked 2026-10-22 · public page, loads in a browser
3. Amazon (Seller Forums announcement), “Updates to improve your product titles begin on July 27”, updated June 10, 2026. sellercentral.amazon.com · checked 2026-10-22
4. Amazon (Seller Forums, News_Amazon), “Answers to your product title update questions”. sellercentral.amazon.com · checked 2026-10-22
5. Amazon Selling Partner API Developer Services (GitHub reply, July 8, 2026), “Updating Item Highlights, issue #5307”. github.com · checked 2026-10-22