Yes, the Rumors Are True: Amazon Is Changing Product Title Requirements
If you’ve been hearing whispers about Amazon shaking up product titles, it’s time to stop whispering and start updating. Amazon has officially announced that starting July 27, 2026, new product title requirements will roll out across all categories (sorry, media sellers, you get a pass on this one).
Here’s everything you need to know, and what you should do before the deadline hits.
So, What’s Actually Changing?
Amazon is cracking down on title length. As of July 27, all product titles must be 75 characters or less, including spaces. If your title currently reads like a short novel, it’s time for a trim.
The reason? Mobile. More and more shoppers are browsing and buying on their phones, and a 200-character title doesn’t exactly shine on a 6-inch screen. Amazon wants titles that display fully, cleanly, and consistently, similar to what other major online retailers already require.
Wait, What Happens to All My Extra Info?
Good news: Amazon isn’t just taking away characters and leaving you hanging. That’s where Item Highlights come in, a new dedicated field giving you an additional 125 characters to share materials, recommended use cases, or anything else that helps customers compare products.
Think of it as a division of labor:
• Title = who you are (concise, clear, essential product info)
• Item Highlights = what you do (materials, use cases, differentiators)
Item Highlights are searchable and visible both in search results and on product detail pages, so you’re not losing discoverability. You’re just reorganizing it.
The Full Requirements Breakdown
Beyond the character limit, here’s what Amazon’s updated title policy requires:
• 75 characters max, including spaces
• No promotional phrases like “free shipping” or “100% quality guaranteed”
• No restricted special characters (banned: !, $, ?, _, {, }, ^, ¬, ¦; characters like ~, #, <, >, and * only allowed in specific contexts)
• Minimum descriptive content so your title clearly describes the product (think: Brand + Product Type + Key Attribute)
• No word repetition since the same word can only appear twice (prepositions, articles, and conjunctions are exceptions)
• No restricted phrases like “FSA/HSA eligible”
What Happens If You Don’t Update?
Here’s the part worth paying attention to: after July 27, any titles still over 75 characters will be automatically updated to Amazon’s AI recommendation. Your listings won’t be taken down and they’ll stay active throughout the process, but you’ll be handing the keys to an algorithm.
Amazon’s AI tools are useful, but nobody knows your product better than you do. Brand owners get a 14-day window to review, modify, and approve AI-generated title and Item Highlights recommendations before they go live via the Review Listings Changes tool. Why leave it to the last minute?
How to Get Ahead of It (Right Now)
Amazon has built AI-powered tools directly into both Seller Central and Vendor Central to help make this transition smoother. Here’s how to use them:
Seller Central:
1. Go to Manage All Inventory and find the listing you want to update
2. Select Edit from the drop-down menu
3. Click View Enhancements on the left side of the page
Vendor Central:
1. Go to Catalog and select the listing you want to update
2. Select Edit listing from the drop-down menu
3. Click View Enhancements on the left side of the page
Amazon will show you AI-generated title and Item Highlights recommendations that follow the new requirements and best practices. You can review, tweak, and approve, or write your own compliant versions from scratch.
Our Take
This change is a net positive for the shopping experience, and honestly for sellers too. Cleaner titles mean less keyword stuffing, more readable listings, and a better first impression on mobile. The Item Highlights field is a smart way to keep that detail-rich content without cluttering the title.
That said, if you have a large catalog, auditing and updating titles before the deadline takes real time and strategy. That’s exactly the kind of thing we help with.
Not sure where to start, or just don’t want to deal with it? Let’s talk. We work with Amazon sellers and brands every day to keep listings optimized, compliant, and converting.
Sources: Amazon Seller/Vendor Central announcement, June 10, 2026 | Amazon Product Title Requirements policy page