Amazon’s product title update is now underway, and sellers should review their listings before the busiest part of the 2026 shopping season. Since July 27, Amazon has been making recommendations for non-compliant product titles, introducing a 75-character limit for titles in most categories and giving sellers a new 125-character Item Highlights field for additional product information.
The change is designed to make titles easier to read, particularly on mobile, while giving sellers another place to communicate important product details. Amazon also says that search and discoverability are unchanged because both Item name and Item Highlights are inputs for search.
For sellers, the important question is no longer whether the change is coming. It is already rolling out. The priority now is to review your catalog, understand Amazon’s recommendations, and make sure your most important listings are ready for Q4.
What is changing with Amazon product titles?
Starting July 27, 2026, product titles in categories covered by the policy must be 75 characters or fewer, including spaces. Media products are excluded from this requirement. Amazon’s detailed requirements also identify certain marketplace exceptions, so sellers should check the applicable requirements for their stores and product types.
The shorter title limit does not mean sellers are simply losing space.
Amazon has introduced Item Highlights, which provide another 125 characters for information such as materials, features, or recommended use cases. These highlights are searchable and appear with the title in Amazon search results and on product detail pages.
In other words, sellers now have two fields to organize important product information:
- Item name: up to 75 characters
- Item Highlights: up to 125 characters
Amazon describes these as complementary inputs rather than one being more important for search than the other.
That makes the change less about removing information and more about deciding where each piece of information belongs.
Why Amazon is shortening product titles
Amazon says the change is intended to improve the customer experience, especially for shoppers browsing on mobile devices. Long titles can be difficult to scan, while concise titles make it easier for customers to identify and compare products.
This also changes how sellers should think about listing optimization.
A product title does not need to contain every possible keyword, feature, use case, and variation. Instead, the title should quickly communicate what the product is and the attributes customers are most likely to use when comparing options.
Amazon’s guidelines recommend prioritizing information such as the brand, product type, key attributes, color, size or pack count, and model number where appropriate.
For example, instead of trying to fit every detail into one long title, a seller could structure the listing around:
Item name:
Brand + product type + key attribute + color/size
Item Highlights:
Material + additional feature + recommended use + other relevant detail
This creates a more readable listing without throwing useful product information away.
What should sellers put in Item Highlights?
The new field is particularly useful when the 75-character title limit prevents you from including every relevant product detail.
Amazon recommends using Item Highlights for additional descriptive information such as materials or recommended use cases. The content should be written as comma-separated phrases rather than full sentences.
For example, Amazon’s guidance uses a charger listing to illustrate the approach. Instead of packing compatibility information, features, and exclusions into one lengthy title, sellers can move supporting details into Item Highlights.
A practical way to approach the fields is:
Keep in the title:
- Brand
- Product type
- Most important differentiating attribute
- Critical variation information
- Key model or size information where relevant
Consider moving to Item Highlights:
- Materials
- Secondary features
- Recommended use cases
- Supporting compatibility information
- Additional product attributes
The goal is not to make every title exactly 75 characters. The goal is to make every character useful.
Amazon still has other title rules to follow
The 75-character limit is only one part of the update.
Amazon’s current product title requirements also restrict promotional language, certain special characters, excessive word repetition, subjective claims, and other formatting practices. Titles should clearly and concisely describe the product rather than function as advertising copy.
For example, sellers should avoid adding phrases such as:
- “BEST SELLER”
- “HOT ITEM”
- “FREE SHIPPING”
- “100% QUALITY GUARANTEED”
Amazon also recommends avoiding unnecessary repetition and decorative special characters.
The information order matters, too. A title that leads with the most useful product information is generally easier for shoppers to understand than one that places important attributes at the end.
If you have not reviewed your titles recently, this is a good opportunity to check them against the full Amazon product title requirements and guidelines.
What happens if your existing title is longer than 75 characters?
This is one of the most important parts of the Amazon product title update.
Amazon says that, beginning July 27, it began making recommendations for non-compliant listings using existing product titles. These changes are rolling out throughout 2026. Listings remain active, editable, and searchable while the process takes place.
Amazon is also providing AI-powered recommendations for titles and Item Highlights.
Sellers can review recommendations through Manage All Inventory:
- Go to Manage All Inventory.
- Find the listing you want to review.
- Select Edit.
- Select View enhancements on the left side of the page.
- Review the recommended Item name and Item Highlights.
- Modify the content if needed and submit your changes.
For brand owners, Amazon says there is a 14-day review period before implementation of AI-generated recommendations through Review Listings Changes.
You can access the Review Listings Changes area in Seller Central to inspect applicable recommendations.
Does the title update affect Amazon search rankings?
This is where sellers should avoid unnecessary panic.
According to Amazon’s July 2026 Q&A, search and discoverability are unchanged by the update. Amazon says that both Item name and Item Highlights are inputs for search, and neither is prioritized over the other.
That does not mean listing quality is irrelevant. Your title still needs to communicate the product clearly and contain the information customers need to identify and compare it.
However, sellers should not assume that shortening a title automatically means losing search visibility.
Instead, think of the change as an opportunity to redistribute information between the two fields.
Don’t forget variation attributes
Variation information deserves special attention when rewriting titles.
Amazon recommends keeping the most important variation attributes in the Item name. If the 75-character limit prevents you from including every attribute, less important information can be moved to Item Highlights.
For example, depending on the product, color, size, pack count, or another attribute may be important enough to remain in the title.
This is particularly important for sellers managing large catalogs. A title rewrite that looks cleaner in isolation can still be problematic if it removes an attribute customers rely on to distinguish one product from another.
Why sellers should review titles before Q4
The timing of this update matters.
Amazon’s 2026 holiday schedule is already moving sellers into Q4 preparation. Prime Big Deal Days deal submissions run through September 8, while Black Friday Week and Cyber Monday deal submissions run through October 20. Amazon has also published earlier inventory deadlines to help sellers maintain Prime eligibility during the events.
That makes September a particularly useful time to inspect listing changes.
Imagine discovering in November that a high-volume ASIN has an automatically recommended title that removes an important differentiating attribute. You may be able to correct it, but you will be doing so during the busiest part of the year.
A better approach is to review important listings before peak traffic arrives.
Prioritize:
- Best-selling ASINs
- Products planned for holiday promotions
- High-margin products
- Seasonal products
- Listings with titles significantly over 75 characters
- Products with complex variations
- Listings where the current title contains substantial repetition
- Products where the title carries important compatibility or use-case information
The goal is not to manually rewrite every listing at once. Start with the ASINs where a title change could have the biggest commercial impact.
A simple Amazon title audit for sellers
You can turn the Amazon product title update into a straightforward catalog review.
1. Find titles over 75 characters
Start by identifying listings that are likely to be affected.
If you manage hundreds or thousands of ASINs, doing this one listing at a time is inefficient. Use your catalog data to create a priority list based on title length, sales, revenue, and seasonality.
2. Identify the information customers actually need
Look at your current title and ask:
If I had only 75 characters, what information would I refuse to remove?
Usually, that means the brand, product type, and the attributes that distinguish the product from similar offers.
3. Remove repetition
Cut repeated product terms and unnecessary phrases before removing useful attributes.
A shorter title should not simply be a compressed version of the same keyword-heavy title.
4. Move supporting information to Item Highlights
Use the additional 125 characters to preserve useful details that do not need to appear in the title.
Think of Item Highlights as a second layer of product information, not as an overflow bin for leftover keywords.
5. Review Amazon’s AI recommendation
Amazon’s recommendation can provide a useful starting point, particularly for large catalogs.
But sellers should still review the recommendation against the actual product and the way customers shop for it.
6. Monitor your most important listings
After making changes, allow time for Amazon to process and display the updates. Amazon says title and Item Highlights changes can take 24 to 48 hours to appear across Amazon stores, search results, and product detail pages.
For important Q4 listings, add these checks to your regular listing monitoring process rather than treating them as a one-time task.
What about bulk updates?
Large catalogs do not necessarily need to be updated one ASIN at a time.
Amazon says sellers can update listings in bulk using the Category Listings report. The Item Highlights field appears alongside Item name in the report, allowing sellers to update both fields in a spreadsheet and upload the changes through the List Your Products tool. Amazon says these listings are typically updated within eight hours.
This can be especially useful for sellers managing large catalogs or multiple seasonal products.
The key is to combine bulk editing with quality control. A bulk process can save hours of manual work, but it should not replace reviewing the listings that matter most to your business.
Use this update as part of your Q4 listing check
The Amazon product title update should not be treated as an isolated compliance task.
Your title is one part of the customer-facing listing experience. Before Q4, sellers should look at the complete picture:
- Is the title concise and compliant?
- Are the most important variation attributes clear?
- Are Item Highlights being used effectively?
- Do product images communicate the product immediately?
- Is the listing copy consistent with the title?
- Are your promotions aligned with the products you expect to sell?
- Do you have enough inventory for your expected demand?
- Are your highest-value ASINs being monitored for unexpected listing changes?
This broader review matters because Q4 gives sellers less room for error. Amazon’s holiday schedule includes earlier deadlines for deals and inventory, while peak fulfillment fees return from October 15, 2026 through January 14, 2027.
A title problem discovered in September is a manageable optimization task. The same problem discovered in the middle of Black Friday Week is a distraction you probably do not need.
Final takeaway: shorter titles, smarter listings
Amazon’s 2026 product title update changes how sellers organize product information, but it does not have to mean less information for customers.
The new structure gives sellers 75 characters for the Item name and another 125 characters for Item Highlights. Amazon says both fields contribute to search, while the shorter title is designed to make product information easier to scan.
For sellers, the practical takeaway is simple: review, prioritize, and reorganize.
Start with your highest-impact listings. Check titles against Amazon’s requirements, preserve the attributes customers need most, use Item Highlights for supporting information, and review Amazon’s recommendations before they become a Q4 distraction.
At SellerEngine, we believe catalog optimization becomes much more manageable when sellers can work with their data efficiently. Whether you’re reviewing a handful of listings or managing a large catalog, the goal is the same: spend less time on repetitive manual work and more time making decisions that improve your Amazon business.
Q4 is coming quickly. Your listings should be ready before your customers are.
Amazon seller advocate, and content lead at SellerEngine, Elena helps sellers cut through the noise with practical advice and powerful tools.