Optimize Your Amazon Product Title: New Rules for 2026

To market your product successfully on Amazon, you need to optimize your listing for Amazon SEO. The product title deserves special attention: it is one of the first elements shoppers see in search results and contains information that influences both discoverability and purchase decisions.

What is changing for Amazon product titles?

On July 27, 2026, Amazon introduced a uniform character limit. In all categories except Media, product titles are limited to 75 characters including spaces. Important product information still has a total budget of 200 characters, split into 75 characters for the product title and 125 characters for item highlights. Previous category-specific title limits no longer apply in these categories.

Amazon also introduced the Item Highlights field. You can use up to 125 additional characters for details such as materials, recommended use cases, or key comparison points. The content appears alongside the title in search results and on the product detail page, provided the product title is under 75 characters. Amazon indexes the product title (item name) and item highlights equally for search; neither field takes priority.

Seller Central already offers AI-assisted suggestions for titles and item highlights. You will find them under Manage All Inventory → Edit → View improvements. Since July 27, 2026, listings that do not meet the new guidelines have been receiving recommendations. The rollout continues gradually throughout 2026. Listings remain active during this process. Brand owners get 14 days to review, edit, or approve suggestions under Review listing updates before the changes go live.

Where does the Amazon product title appear?

Under the new rules, the visible title line consists of a product title and item highlights. Many listings already use this structure.

Here is how the new layout currently looks in those listings:

The layout currently varies by device:

• Mobile app: The shortened product title appears at the top in bold type. Item highlights are shown below in lighter text.
• Desktop (current): Amazon merges the title and item highlights into a single line, separated by a pipe character (|). Visually, this can still look like the old long titles, even though both fields are maintained separately in Seller Central.

Starting August 10, 2026, item highlights will appear below the product title on both desktop and mobile. The number of visible characters may still vary by screen size and settings. Until then, the desktop pipe layout remains the status quo.

Check your listings in both the app and on desktop. Key information should still go in the 75-character title, because it stands out clearly and always appears first. Item highlights are usually only displayed when the product title is under 75 characters.

Beyond that, the product title still appears on the product detail page and in Amazon search results as before:

The title also appears in Google search results, where it serves as the link to your Amazon product.

The product title is also important for Amazon Advertising. Among other uses, it appears as the title of Amazon Sponsored Products ads.

What belongs in the title?

The title must identify the product clearly, even with limited space. Focus on the information shoppers need to identify the product at a glance:

• Brand
• Product type and primary keyword
• Model or series
• Relevant variant, such as size, color, or quantity

A practical starting structure is:

Brand + product type + key attribute + variant

Amazon recommends keeping the brand name inside the 75-character product title. The most important varying attributes, such as size or color, should also go in the title.

Leave out details that are not needed to identify the product. Use item highlights, bullet points, and product attributes for additional information. Place important keywords naturally and as early in the title as possible. The title is not a keyword list. A clear, readable title builds trust and supports the purchase decision.

What belongs in item highlights?

Item highlights provide space for information that no longer fits in the 75-character title. Use the field for details such as:

• Materials and construction
• Recommended use cases
• Core product benefits
• Additional specifications

Do not simply repeat the title. Item highlights should add context and help shoppers compare products. According to Amazon’s guidance, item highlights are usually only displayed when the product title is under 75 characters, so shorten the title first. Avoid extra pipe characters in item highlights, because Amazon currently still joins the title and highlights with | on desktop. Also check whether the field is available for your category and marketplace.

Additional rules for Amazon product titles

Beyond the character limit, other requirements still apply. Amazon prohibits:

1. The special characters !, $, ?, _, {, }, ^, ¬, and ¦, unless they are part of the brand name
2. Subjective or promotional claims such as “bestseller”, “free shipping”, or “on sale”
3. Prices and condition descriptions
4. Listings that consist solely of compatible products
5. Repeating the same word more than twice, except for articles, prepositions, and conjunctions

You should also consult the Amazon Style Guide. Additional requirements may apply depending on the category. Even if Amazon changes a title automatically, you remain responsible for the accuracy and legal compliance of your product information.

What role does the product title play?

The product title plays an important role in how Amazon assesses your product’s relevance in the A9 search algorithm. Relevant keywords help Amazon match your product to the right search queries. At the same time, the title must be easy to understand and persuasive. Because Amazon indexes the product title and item highlights equally, search terms can be distributed deliberately across both fields.

This separation also reflects the growing importance of Alexa for Shopping (formerly Amazon Rufus). Amazon has not officially confirmed that the 75-character title and 125-character item highlights were designed specifically for AI-powered product search. The structure nevertheless suggests a similar direction: the title identifies the product, while item highlights provide additional context for research, comparison, and purchase decisions. That makes optimization for AI-driven discovery and GEO increasingly important alongside Amazon SEO.

Once the 75-character limit took effect on July 27, 2026, you need to prioritize more carefully. Place your most important keyword and product type in the title. Move supporting details to item highlights and other listing fields. This keeps the title clear without losing essential product information.

How to optimize your Amazon product title

Take a structured approach when revising your title:

1. Identify which information is essential for product identification.
2. Remove repetitions, promotional claims, and decorative special characters.
3. Prioritize brand, product type, primary keyword, and relevant variant.
4. Shorten the title to a maximum of 75 characters including spaces.
5. Move supplementary information to item highlights.
6. Check how the listing appears in the mobile app and on desktop.
7. Review title and highlights for factual accuracy before publishing.

Optimize Amazon titles across your catalog with AMALYTIX

Updating a single title is straightforward. With hundreds or thousands of ASINs, manual changes quickly become a major effort. AMALYTIX helps you analyze entire catalogs and prepare new titles and item highlights at scale.

The video below shows how to edit Amazon titles and item highlights in bulk with AMALYTIX:

AMALYTIX identifies titles that exceed the new character limit, generates suitable suggestions, and lets you review changes in a structured workflow. After approval, you can push the updated data to Seller Central or Vendor Central. This keeps you in control of your product data instead of leaving revisions entirely to Amazon’s automatic suggestions.

Conclusion

Since July 27, 2026, Amazon product titles in all categories except Media have been limited to 75 characters including spaces. Item highlights add up to 125 more characters. Together, the two fields still give you a 200-character budget for important product information. Sellers who do not update their titles should expect Amazon to gradually replace them with AI-generated suggestions throughout 2026.

Review your catalogs early. Put the brand, product type, and most important variants in the title, move supporting details to item highlights, and check every suggestion before it is published. From August 10, 2026, item highlights appear below the title on both desktop and mobile.

To learn more about SEO optimization for your listings, continue with our series on Amazon listing optimization:

• Product images
• Bullet points
• Product description
• Backend keywords

Frequently asked questions

How long can an Amazon product title be since July 27, 2026?

In all categories except Media, titles may contain a maximum of 75 characters including spaces. Together with up to 125 characters of item highlights, that gives you a total budget of 200 characters for important product information. Depending on the category, additional requirements from the Amazon Style Guide may apply, for example regarding title structure, prohibited wording, or special characters.

What are item highlights?

Item highlights are an additional field with up to 125 characters. They supplement the product title with information such as materials, recommended use cases, and other product benefits. The content is searchable and generally appears only when the product title is under 75 characters. In the mobile app, item highlights appear below the title. On desktop, the title and item highlights are currently still merged into a single line. Starting August 10, 2026, they will appear below the product title on both desktop and mobile. The number of visible characters may vary by screen size.

Are the product title and item highlights indexed equally?

Yes. Amazon indexes the product title (item name) and item highlights equally for search; neither field takes priority. That does not mean rankings will stay the same in every case.

What happens to titles that are too long?

Since July 27, 2026, Amazon has been issuing recommendations for listings that do not meet the new guidelines and will gradually replace overly long titles with AI-generated suggestions throughout 2026. Sellers who update now stay in control of their content. Brand owners get 14 days to review and adjust Amazon’s suggestions before the changes are applied. The listing remains active throughout this process.

What rules apply beyond the character limit?

Prohibited special characters, prices, condition descriptions, promotional claims, and excessive word repetition remain disallowed. Further requirements may come from the Amazon Style Guide for your category.

How can I shorten many Amazon product titles at once?

For individual titles, use the free Amazon Title Shortener. For larger catalogs, AMALYTIX supports analysis, creation, and structured review of title and item highlight suggestions.