Amazon title rule · effective 27 July 2026
Amazon's 75-Character Title Rule: The Complete Guide
From 27 July 2026, Amazon limits product titles to 75 characters including spaces in every category except media, and adds a new searchable Item Highlights field of up to 125 characters. Titles over the limit are gradually rewritten by Amazon's own AI. This guide covers the verified rules, the correct word order, the do's and don'ts, and a formula for every category — plus a free checker below.
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We rewrite it to fit 75 characters, keep your ranking keywords, and fill the 125-character highlights — free for your first 3 titles.
The change
What changes on 27 July 2026
Two things change at once: a hard 75-character cap on titles, and a new field to hold what no longer fits.
75-character title limit
Titles in all categories except media must be 75 characters or fewer, including spaces. The brand name stays at the front and counts toward the total. Both parent and child variation titles must comply.
New 125-character Item Highlights
A new field gives up to 125 characters for materials or recommended use cases. It is searchable, shows under the title, and should not repeat the title word for word.
Who is exempt
- Media products (books, music, video) are exempt from the 75-character limit.
- The rule does not apply in Saudi Arabia, Egypt, Türkiye and the UAE.
- Bundles are not exempt, despite older guidance that allowed longer bundle titles.
What happens if you do nothing
After the deadline, Amazon gradually rewrites non-compliant titles with its own AI. Your listing stays active, but you lose editorial control over how keywords are kept or cut. Brand-registered owners get a 14-day window in “Review Listings Changes” to review, modify or approve each AI edit — the clock starts when Amazon edits a listing, not on 27 July.
See it happen
What Amazon does to a long title
A live, animated example of the 75-character cut versus a keyword-safe split.
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The rules
Universal title rules
These apply to every non-media listing, in every language, on every affected marketplace.
Allowed / required
- Up to 75 characters including spaces (non-media).
- Brand name first, exactly as registered.
- Numerals (“2” not “two”) and abbreviated units (mm, ml, kg, lb).
- Permitted punctuation: hyphen
-, slash/, comma, period, ampersand&, parentheses. - Symbols
~ # < > *only as an identifier (“Style #4301”) or measurement (“<10 lb”).
Not allowed
- Characters
! $ ? _ { } ^ ¬ ¦unless part of the brand name. - Emojis, decorative symbols, and
® © ™. - ALL-CAPS words (acronyms and brand names excepted).
- The same word more than twice (articles, prepositions, conjunctions excepted; brand counts).
- Promotional or subjective claims: “best”, “best seller”, “free shipping”, “100%”, “sale”.
- Price, availability, seller or contact info, HTML.
Structure
Word order & title structure
Amazon's recommended information order, compressed to fit 75 characters.
Example: Acme Company Men’s Baseball Cap, Blue (Pack of 2)
A workable 75-character formula
Brand + Primary keyword + One differentiator + Size / variant
Rough budget: brand ~12, primary keyword ~20, differentiator ~20, size/count the rest. Everything counts — brand, spaces, punctuation, units.
Conventions
- Numerals & units: use digits; abbreviate units, singular, no plural “s”; separate two units with a slash (e.g. 2.7 kg/6 lb).
- Bundles / multipacks: state the count (“Pack of 2”, “Set of 6”); a bundle needs its own UPC/MPN.
- Parent vs child: variation attributes (size, color) go in the child title; the parent stays generic.
By language
Capitalization rules by marketplace
Titles must be in the marketplace language and capitalized to that language’s rules — not transliterated English.
| Marketplace | Rule | Example pattern |
|---|---|---|
| EN (.com/.co.uk) | Title Case — capitalize each major word; lowercase short articles, conjunctions, prepositions (<5 letters). No ALL-CAPS. | Stainless Steel Water Bottle with Lid |
| DE (.de) | Capitalize all nouns (German grammar), plus adjectives from proper nouns; verbs and most adjectives lowercase unless first word. | Edelstahl Trinkflasche mit Deckel |
| FR (.fr) | Sentence case — first word, proper nouns and brand only. | Bouteille isotherme en acier inoxydable |
| IT (.it) | Sentence case — first word and proper nouns only. | Bottiglia termica in acciaio inox |
| ES (.es) | Sentence case — first word and proper nouns only. | Botella térmica de acero inoxidable |
| NL (.nl) | Sentence case — first word and proper nouns; brand as registered. | Roestvrijstalen thermosfles met deksel |
Beyond compliance
Compliant is not the same as converting
A compliant title avoids suppression. A converting title wins the click in a one-second scan.
Shoppers scan, they don’t read
Front-load what the product is, who it’s for, and the one thing that makes it different. ~70% of Amazon traffic is mobile, where only the first part of the title shows.
Lead with the buyer’s need
For smaller brands, the primary keyword or benefit can earn the click more than brand prominence. Answer the top buying question (size, quantity, compatibility, material) in the visible zone.
Specificity converts
Concrete adjectives — “waterproof”, “BPA-free”, “400-thread-count” — reduce hesitation and returns. Vague ones — “amazing”, “premium” — do not, and risk the promo-language ban.
The flywheel
Clearer title → higher CTR → higher conversion → higher organic rank. Amazon reads high traffic with low conversion as a relevance mismatch and suppresses it.
Don’t want to read every category?
The Title Agent will ask a few questions about your product and category, then check your title, flag what breaks the rules, and propose a compliant 75-character title with Item Highlights — in seconds.
Title Agent — coming hereReference
Title formula by category
Amazon’s recommended structure per category. Use the formula for order; the length is now capped at 75 characters for non-media.
| Category | Title formula | Key attributes | Avoid |
|---|---|---|---|
| Furniture & Garden | Brand + Style/Collection + Size + Material + Product Type, Color | Material, dimensions, weather resistance, piece count | Subjective adjectives, variation in parent |
| Clothing / Apparel | Brand + Department + Item Type (+ Material); size/color in child | Department (gender), item type | Generic terms (“shirt”), vendor name, brackets in color |
| Consumer Electronics | Brand + Series + Model + Form Factor + “with” feature (Color) | Brand, model #, compatibility | Marketing words; model # at start; color unless a feature |
| Beauty & Personal Care | Brand + Product Line + Key Attribute (Shade/Volume) | Volume, shade, skin/hair type | Company info, drug/cure claims |
| Health / OTC | Brand + Product + Form + Strength/Count | Count, strength, form | Drug claims, “FSA/HSA eligible” |
| Toys & Games | Brand + Item Name + Age Range + Piece Count | Age range, piece count | Promotional language |
| Home & Kitchen | Brand + Line/Pattern + Material + Product Type + Quantity, Color | Material, capacity, quantity | Promo, over-stuffing |
| Bedding / Sheets | Brand + Pattern + Thread Count + Material + Size + Type, Color | Thread count, material, size | Promo |
| Pet Supplies | Brand + Product + Size + Flavor/Features + Quantity | Size/weight, flavor, life-stage | Claim stacking |
| Grocery | Brand + Product + Flavor/Variety + Size/Count | Size, flavor, count | Health/promo claims |
| Sports & Outdoors | Brand + Product Type + Key Feature + Size/Color | Size, material | Promo |
| Baby | Brand + Product + Age/Size + Key Feature | Age range, safety, battery info | Unverified safety claims |
| Office Products | Brand + Product Type + Size + Count | Count, dimensions | Promo |
| Tools & Home Improvement | Brand + Model + Product Type + Size + Power/Spec | Model, spec, size | Promo |
| Automotive | Brand + Part # + Product + “for” + vehicle/OEM | Fitment, part # | Promo |
| Industrial & Scientific | Brand + Model + Product Type + Key Spec + Size | Model, spec, dimensions | Promo, over-stuffing |
| Books / Media exempt | Title + Author + Format + Edition | Author, format, edition | — (no 75-char cap) |
Checklist
Master do’s and don’ts
Do
- Lead with brand, then primary keyword, inside 75 characters.
- Follow the official order (brand → type → attribute → color → size → model).
- Fill Item Highlights with materials, use cases and secondary keywords.
- Use language-correct capitalization per marketplace.
- Put size/color in child titles; keep parent generic.
- Rewrite highest-revenue ASINs first, before 27 July.
Don’t
- Use forbidden characters, emojis or ALL-CAPS.
- Add promo words, price, availability or contact info.
- Repeat any word more than twice (brand counts).
- Keyword-stuff, or let Amazon’s AI rewrite your best sellers.
- Leave Item Highlights empty.
- Assume old per-category length caps still apply.
FAQ
Common questions
How many characters can an Amazon title have in 2026?
What is the Amazon Item Highlights field?
Does the 75-character rule apply to every marketplace?
Will Amazon change my title automatically?
Does the brand name count toward the 75 characters?
Which characters are not allowed?
Are bundles exempt?
How do I shorten my title without losing ranking?
Get your titles fixed before 27 July
We rewrite each title to 75 characters, keep every ranking keyword, and fill the 125-character Item Highlights — across your whole catalogue. First 3 titles free. Orders close 25 July.