Updates to improve your product titles begin on July 27
Your product titles are one of the first things that customers see, and for customers shopping on mobile, every character counts. To ensure that 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 from July 27, 2026, titles in all categories except media will need to be 75 characters or less, including spaces. This ensures that your title will fully display on mobile devices and is consistent with the title length used by other online stores.
Item Highlights provide an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible below titles in search results and on product detail pages.
We’re providing you with AI-powered tools to ensure that your new titles and Item Highlights are optimal. You can start reviewing, modifying and using AI-recommended titles and Item Highlights today by taking the following steps:
- Go to Manage All Inventory and find the listing that you’d like to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left-hand side 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 Listing Changes.
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.
Updates to improve your product titles begin on July 27
Your product titles are one of the first things that customers see, and for customers shopping on mobile, every character counts. To ensure that 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 from July 27, 2026, titles in all categories except media will need to be 75 characters or less, including spaces. This ensures that your title will fully display on mobile devices and is consistent with the title length used by other online stores.
Item Highlights provide an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible below titles in search results and on product detail pages.
We’re providing you with AI-powered tools to ensure that your new titles and Item Highlights are optimal. You can start reviewing, modifying and using AI-recommended titles and Item Highlights today by taking the following steps:
- Go to Manage All Inventory and find the listing that you’d like to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left-hand side 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 Listing Changes.
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.
105 replies
Seller_ZQyopdiwkUHOZ
Just double checking about leaving the brand name out. Do you mean that if you leave it out they will both add it in and count it towards the 75 limit?
Seller_hf3WAIwfSX840
This is not a good solution at all.
We have some vital information on the titles so that customers can actually see that a product is only suitable for certain types of printers (in our case) if this info is now missing I can see a large number of returns.
The AI knows nothing about there products so how can it create the correct text to (apparently) help customers?
A lot of time is going to be required from us.
I cant find a spreadsheet to update ourselves either
Seller_0VOpuaMlnPkFc
The Product Highlight field isn't accepting entries. Getting this error when the item title is only 54 characters?
Seller_MFpzSIm72KtOH
Is it just me or is this not working yet? I have tried 25 listing and nothing has changed.
Has anyone seen a title actually change if so how long does it take to update?
Seller_4mvpF14wacAyg
@Dougal_AmazonIs there any time line on the item highlight field being fixed?
Times ticking to the deadline and I'm still unable to use the field on 90% of my listings.
Seller_9p2wQEAm3yPY1
I've manually rewritten all my titles to below 75 characters, and added a sub 125 character 'listing highlights' text in the required section, but they're now both showing in the title on the live listing. Any thoughts?
Seller_ZjZ4slOF0jHpk
That's how it should be, no? "Title | Highlights"
Seller_9p2wQEAm3yPY1
Well, there are two separate fields, and I assumed the highlights would show under the title. There was a test a while ago and that's how it looked. perhaps it's not completely rolled out yet?
Nick Garnett
Seller_C1jrMFSlNUNyc
I thought the point was that the title should be readable on a mobile device. I assumed highlight would be in text underneath the title. The fact that amazon haven't shown us examples is pretty poor, imo.
Seller_9p2wQEAm3yPY1
I think you're correct, they, like us, live in a mobile world...
This is what my PDP's look like at the moment everything after the '|' is from my 'listing highlights' field.
Let's hope it irons itself out
Seller_ZjZ4slOF0jHpk
You were expecting there to be some logic to the rollout of a 'new' feature by Amazon? ;-)
If you do it via the UI, it acts differently to using feed files. They haven't even got that right/sorted - or confirmed if that's how it should be. My guess is, it is what it is and Amazon won't iron out any bugs, just ignore them or call them 'features'.
Seller_C1jrMFSlNUNyc
Thanks for the link! It helps to see how it will look.
Seller_PY6qN1rPPfY0J
They do show together but there is a horizontal line between the two parts. The 75 characters to the left of the line show as your title in Amazon search results.
Seller_4nnUGbeEe4LBe
Has anyone had any success with this? Im at a complete loss and starting to panic! Tried manually editing just one listing but no matter what i do i get an error in the item highlight field.
Also my listings consist of one item with 3 variations, does this mean i need to edit all the titles in the variatons or just the parent title?
Either way no matter what i try nothing works or updates as it should.
I just feel like walking away at this point as i have almost 2500 listings including the variations and ive been on for 2 hours unsuccessfuly trying to edit just one!
If anyone could point me in the correct direction for help for a not particularly tech savvy person that would be much appreciated!!
Seller_RguKGMHvWFmo3
I'm sure Amazon just sit on a Monday meeting and think what can we do to make sellers lives more difficult this week.
Shame they do not look at the actual issues of Seller Support being so rubbish along with the process of trying to open a case being farsical and also the A to Z not being fit for purpose.
Seller_bq0ap8H1fupLJ
Hi All,
I manually re-wrote all of our titles to fit the new guidelines and character limit. (I trust myself to know our products better than AI). I do recommend asking Amazon about it through the "Get specialist support" contact option - I did and they gave me loads of recommendations about the new Item Highlight field (what they do and don't want in there, which letters to capitalise, any words to avoid, etc).
The reason I am on here - our sessions have dropped quite significantly since we did this. I assumed that by adhering to the new guidelines, we would please the all-powerful algorithm. But so far this is not the case.
Has anyone else had the same experience? There is a chance it is something else (maybe people have been outside enjoying the sun), but this is the leading theory as it is the only significant change we have made recently. We are also seeing good sales on our other platforms at the moment, making Amazon an outlier.
Thanks!
Seller_C1jrMFSlNUNyc
So I used a feed to bulk update 200 ASINs.
It worked well - for the titles. Unfortunately it also deleted the images for 92 of the 200.
Great, just great.
***EDIT***
Oh, no. This get's worse!
So instead of updating these ASINs, they've been deleted and allocated new ASINs. So all the old data associated with the ASIN - sales, reviews, etc. - has been deleted too.
Amazon you have outdone yourself, yet again.
Seller_4mvpF14wacAyg
So I have been updating product titles, which is already annoying enough because I'm having to do a 1000's of child ASIN's as well because they are over 75 characters and you can't use the item highlights on the parent if they are over.
On top of this, when I have updated titles for childrens backpacks, Amazon have also updated the storage type from clothing to standard size, which has put my capacity in standard size to 127% and I'm incurring £1000's in additional storage fees.
ALSO, on brands I don't have 3rd party re-seller status for, the parent/child relationships have been breaking and dispersing to just single products.
You couldn't make this stuff up, what a mess.
