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Amazon title requirements: the 75-character limit and every other rule

By Listing Mammoth team ·

The rule

Titles must not exceed 75 characters, including spaces, in all product types except media.

Source: Amazon Seller Central, Product title requirements and guidelines · checked October 22, 2026

Short answer

Amazon's title requirements: titles must be 75 characters or fewer, including spaces, in all product types except media, since July 27, 2026. Titles can't use ! $ ? _ { } ^ ¬ ¦, promotional phrases, or the same word more than twice. Extra details go in Item Highlights, up to 125 characters [1][2].

Since July 27, 2026, Amazon product titles in every category except media must be 75 characters or fewer, spaces included [1][2]. The details that used to pad out a 200-character title now belong in a separate field, Item Highlights, which holds up to 125 more characters [1][3]. Amazon has also been rewriting long titles with AI, gradually [1].

The length rule gets all the attention, but Amazon's title requirements are a longer list: banned characters, word repetition, promotional phrases, capitalization and word order. This guide covers all of it, from Amazon's current Product title requirements and guidelines page (checked October 22, 2026) and the announcements behind it, with a worked rewrite and a checklist you can run on your own listing.

Who the 75-character rule applies to

Amazon's help page says the title requirements apply to "all product types, except media product types, listed in all stores, except for Saudi Arabia, Egypt, Türkiye, and the United Arab Emirates" [2]. On Amazon.com, that means almost everything.

The media product types that are exempt are listed on a separate Amazon page [4]. They include physical and digital books, music, movies and TV, software, video games, podcasts and mobile apps (Amazon names them by product type, such as ABIS_BOOK, PHYSICAL_MOVIE and MOBILE_APPLICATION). If you sell anything outside that list, your title limit is 75.

The title requirements

These are the hard rules. Amazon says a title that doesn't comply "might be automatically corrected or it might not appear in our search results" [2].

RequirementWhat Amazon says
Character limitTitles must not exceed 75 characters, including spaces
Promotional contentNo promotional phrases, such as "free shipping" or "100% quality guaranteed"
Banned characters! $ ? _ { } ^ ¬ ¦ are not allowed
Restricted characters~ # < > * only in specific contexts, such as "Style #4301" or "<10 lb"; decorative symbols are not allowed
Minimum contentEnough information to clearly describe the product, such as "Columbia Hiking Boots"
Restricted phrasesNo restricted phrases such as "FSA/HSA eligible"
Word repetitionThe same word no more than twice; prepositions, articles and conjunctions are exempt, but brand names count

All rows are from Amazon's help page [2]. The banned-character list and the twice-only word rule were introduced on January 21, 2025, along with the 200-character limit that the 75-character rule replaced [5].

Two details are easy to miss:

  • Your brand name counts toward the repetition limit. Amazon gives the example that part of a brand name used in a different context, such as "Old Navy and Navy Blue", is not a duplicate. Otherwise the brand is treated like any other word [2].
  • Brand names with banned characters go in the Brand field. If your brand includes a character like "!", enter it in the Brand name field, which is exempt from the title rules. If your product has no brand, enter "generic" as the brand and leave the brand out of the title [2].

The best practices Amazon spells out

Amazon's guidelines also include a list of best practices with compliant and non-compliant examples [2]. They aren't all hard requirements, but they show what Amazon's own title tools aim for.

  • Order: brand name, flavor or style, product type, key attribute, color, size or pack count, model number. Amazon's example: "Amazon Fresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce" [2].
  • Numerals, not words: "2-Pack Cotton Towels", not "Two-Pack" [2]. (Bullet points use the opposite rule for one to nine [6].)
  • Capitalization: capitalize the first letter of each word, except prepositions, conjunctions and articles. No ALL CAPS and no all-lowercase titles [2].
  • Abbreviated measurements are fine: "cm", "oz", "in", "kg" [2].
  • No subjective commentary: no "Hot Item" or "Best seller" [2].
  • Standard characters only: no non-language ASCII such as Æ, Š or Œ. Hyphens, forward slashes, commas, ampersands and periods are fine where needed [2].
  • Model numbers are recommended in some categories; check your category style guide [2].
  • Parent and child variations: size and color go in the child titles, not the parent. Amazon notes that the detail page shows the parent title, and the child title only appears once the item is in the cart [2].

Item Highlights: the other 125 characters

Item Highlights (the attribute is called title_differentiation in Amazon's API) is the field that makes a 75-character title workable. Amazon's developer guide calls the title "core product identity (brand + product type + key feature)" and Item Highlights "comma-separated differentiating details" [3]. Together they give you 200 characters, as before [3][7].

What Amazon says about it:

  • Up to 125 characters, written as comma-separated phrases, not full sentences [2][3].
  • Use it for comparison details: materials, recommended use cases, compatibility and key specifications [3].
  • Don't repeat what is already in the item name [3].
  • It only works with a compliant title. Amazon's API accepts Item Highlights only when the item name is 75 characters or fewer [3].
  • It is searchable, and Amazon says the item name and Item Highlights "are both inputs for search, and one isn't prioritized over the other" [7].
  • It shows under the title. Amazon said that from August 10, 2026, Item Highlights display beneath the item name on desktop and mobile, though how much is visible depends on the screen [7].

Amazon's own before-and-after example is a phone charger. The old title, "Fast Charger Adapter, PPS Supported, Compact Charger for models like MacBook Air/Macbook Pro/iPhone 14/iPhone 13/Galaxy S22/iPad Pro/Pixel and More, Cable Not Included", becomes the title "Fast Charger Adapter" with the Item Highlights "USB-C, PPS Support, Cable not included" [2][3].

On where things go, Amazon's Q&A recommends keeping your brand name in the item name, and keeping the most important variation attributes there too. Other details can be split across both fields [7].

What happens to titles that are still over 75 characters

Amazon's announcement says that after July 27, "any titles still over 75 characters will be updated to the AI recommendation gradually", that listings stay active while this happens, and that brand owners have 14 days to check, edit or approve the AI recommendations in Review Listings Changes before they take effect [1]. Amazon later said the recommendations would roll out throughout 2026 and that listings stay "active, editable, and searchable" in the meantime [7].

Amazon's developer documentation describes the same rollout from the API side [3]:

  • You can still submit a title longer than 75 characters (up to 200), and it is accepted.
  • Amazon "may reconcile the value in the catalog, splitting it across" the title and Item Highlights.
  • Existing listings are not affected unless you submit an update.
  • The API returns your original value, while the catalog shows Amazon's reconciled version.

Put simply: a long title won't block your listing today, but you don't control how it will be cut. A title Amazon splits for you can lose the words you care about, so it's worth choosing the cut yourself.

The scale is large. In its Q&A post, Amazon said sellers had already updated "more than 984 million product titles" since the June 2026 announcement [7].

How to rewrite a long title in five steps

  1. Write the identity first: brand, product type and the single attribute a shopper filters on (size, count, key material). Amazon's order puts brand first [2].
  2. Add what you can, in Amazon's order: flavor or style, key attribute, color, size or pack count, model number, as long as you stay at or under 75 [2].
  3. Move the rest to Item Highlights as comma-separated phrases: materials, use cases, compatibility, specs [3].
  4. Delete repeats and padding. No word more than twice, no promo words, no decorative symbols [2].
  5. Count both fields, spaces included: 75 for the title, 125 for Item Highlights [2][3].

Worked example

The listing below is made up (Larkfield is not a real brand), and its features are only an example. Use facts that are true for your product.

Before (160 characters, one field):

Larkfield Insulated Water Bottle 32 oz Stainless Steel Double Wall Vacuum Insulated Leak Proof Lid BPA Free Wide Mouth Water Bottle for Gym Hiking Travel Office

After (two fields):

FieldTextCharacters
TitleLarkfield Insulated Water Bottle, 32 oz Stainless Steel, Leak-Proof Lid71
Item HighlightsDouble-wall vacuum insulation, BPA-free, wide mouth, for gym, hiking, travel and office87

What changed: the title keeps brand, product type, size, material and the one feature shoppers look for, in Amazon's order. "Insulated" and "Water Bottle" no longer appear twice. Everything else moved to Item Highlights as phrases. The title has 4 characters to spare for a color on a child variation [2].

Common mistakes after the July 27 change

  • Pasting the old title into Item Highlights. Amazon asks for phrases that don't repeat the item name [3]. Repeating the brand and product type wastes most of the 125 characters.
  • Writing full sentences in Item Highlights. Amazon asks for comma-separated phrases [2][3].
  • Using symbols as separators. Decorative use of characters like ★ or << >> is non-compliant [2].
  • Forgetting the parent. Variation attributes belong on the child titles, not the parent [2].
  • Waiting for Amazon's rewrite. Amazon gives brand owners 14 days to review an AI recommendation [1]. The announcement doesn't describe a review step for other sellers, so fix the title yourself.

How to check your title today

  1. Count the characters. Paste the title into a spreadsheet with =LEN(A1). Anything over 75 is non-compliant outside media [2].
  2. See Amazon's suggestion. In Seller Central, go to Manage All Inventory, choose Edit on the listing and select View enhancements to see the recommended title and Item Highlights [1].
  3. If you own the brand, check Review Listings Changes for AI recommendations waiting on you [1].
  4. Look for suppressed titles. In Manage All Inventory, "Search suppressed and inactive listings" shows titles that violate the policy [2].
  5. Bulk edits: download the Category Listings report, which has Item Highlights next to Item name, edit both and upload it with the List Your Products tool. Amazon says these are typically updated within eight hours [7].
  6. Wait before you resubmit. Amazon's help page says a title or Item Highlights change can take 24 to 48 hours to show on the store, and that you don't need to resubmit or open a case in that window [2].

Our free listing score checks your title length against the 75-character rule, looks for banned characters, promo words and words used more than twice, and checks that your brand comes first. How we score lists every check. If you'd rather not do the rewrite yourself, Listing Mammoth refreshes one listing: a new title and Item Highlights, five bullets, a description, backend search terms, plus an enhanced main image, checked against your photo, and five explainer images.

Frequently asked questions

What is the character limit for Amazon titles?

75 characters, including spaces, for all product types except media, since July 27, 2026. Item Highlights add up to 125 more characters [1][2].

Which products are exempt from the 75-character title limit?

Media product types, such as books, music, movies and TV, software, video games and mobile apps. Amazon publishes the list of exempt product types [4].

What happens if my Amazon title is longer than 75 characters?

Amazon said titles still over 75 characters will be updated to its AI recommendation gradually, and brand owners get 14 days to review the change. Non-compliant titles may be corrected automatically or not appear in search [1][2].

Are Item Highlights searchable?

Yes. Amazon says the item name and Item Highlights are both inputs for search, and neither is prioritized over the other [7].

Can I use the same word twice in an Amazon title?

Twice is the maximum. A word, including your brand name, can't appear more than twice; prepositions, articles and conjunctions are exempt [2].

How long does a title change take to show on Amazon?

Amazon says title and Item Highlights changes can take 24 to 48 hours to appear in search results and on the detail page [2].

Sources

  1. 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
  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 Selling Partner API documentation, “Submit modular titles”. developer-docs.amazon · checked 2026-10-22
  4. Amazon Seller Central help, “Media product types exempt from product title requirements”. sellercentral.amazon.com · checked 2026-10-22
  5. Amazon (Seller Forums announcement), “New product title requirements effective as of January 21, 2025”. sellercentral.amazon.com · checked 2026-10-22
  6. Amazon Seller Central help, “Product bullet point requirements”. sellercentral.amazon.com · checked 2026-10-22
  7. Amazon (Seller Forums announcement), “Answers to your product title update questions”. sellercentral.amazon.com · checked 2026-10-22