Your product titles are one of the first things customers see, and for customers shopping on mobile, every character counts. To ensure your product titles appeal to customers everywhere, we’re making some changes that will help you show your product name and your product highlights seamlessly.

Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces. This ensures that your title will fully display on mobile and is consistent with the title length used by other online stores.

Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages. You can continue using your existing title until July 27 or update your title to 75 characters and add Item Highlights.

We're providing you with AI-powered tools to help you create optimal titles and Item Highlights. These tools will automatically adhere to the new limits (75 characters for titles, 125 characters for Item Highlights). You can start today by taking the following steps:

1. Go to Manage All Inventory and find the listing that you’d like to update.
2. Select Edit from the drop-down menu.
3. Click View enhancements on the left of the page to see titles and Item Highlights that follow our product title requirements and best practices. These recommendations keep your key product information in the title and move additional details to Item Highlights.

After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time.

When changes are made to your listings, brand owners will have 14 days before implementation to review, modify and approve AI-generated recommendations for titles and Item Highlights in Review Listings Changes.

Have questions about these updates? Join our Engage with Amazon event to have them answered live. You can start posting questions here now.

To update your listings at any time, go to Manage All Inventory.

For more information about titles, Item Highlights, and examples of the new title format, go to Product title requirements and guidelines.

We have created the following thread here in the forums to answer any questions you may have:

💡 Engage With Amazon: Get your Product Title Update Questions Answered!