Amazon Revises Product Title Rule, Capping Character Limit at 75

In June 2026, Amazon adjusted its platform rules for product titles, requiring titles to be no longer than 75 characters including spaces. To balance information display needs, the platform has added a new product highlights section, providing an additional 125-character space to showcase information such as product materials and recommended usage scenarios, helping consumers compare and make purchasing decisions. The original total 200-character quota available to merchants has been split between the title and product highlights sections.

Following the rule adjustment, more than 984 million product titles have been updated by merchants so far. In response to concentrated feedback and questions from merchants, Amazon recently issued a clear response.

The rule adjustment will not affect product search exposure, as both product titles and product highlights are included in the search scope, with no difference in weight priority between the two. Merchants do not need to modify their listings on their own before the platform provides adjustment suggestions, and can complete updates at any time.

Starting July 27, 2026, Amazon has begun generating adjustment suggestions for product listings that do not meet the requirements, and relevant adjustments will be gradually completed within 2026. Unadjusted product listings will remain searchable, editable and normally available for sale. Brand owners can review, modify or confirm the system-generated modification suggestions 14 days before the adjustment takes effect. Merchants who disagree with the adjustment suggestions can modify the listing information on their own at any time in the inventory management backend or product listing tool.

Starting August 10, 2026, product highlights will be displayed below the product name on both desktop and mobile platforms simultaneously. The specific number of visible characters will vary depending on screen size and user default display parameters. Merchants can download category product reports in bulk, which include a new product highlights field next to the product name field. Merchants can modify the content of both fields in the spreadsheet and upload it to the product listing tool, and listing information will usually be updated within 8 hours.

Regarding content allocation, the platform provides operational suggestions that the brand name should be retained in the product title, core variant attributes should be prioritized in the title, and other attributes exceeding the 75-character limit can be moved to the product highlights section. All important product information can be split and filled in the two sections.

This article was first published on the official website of Ebrun.