Amazon is restructuring the setup of product titles globally. The traditional product titles, which could run up to 200 characters, are being split into two separate fields. Going forward, only a maximum of 75 characters will be available for the product title. All additional details move into a new field called "Item Highlights," with up to 125 possible characters.
Have you already checked how many of your listings are affected by this new program? Following the official email notifications of June 10, the grace period is already running in Germany and ends on July 27, 2026. From that date, an automated system will kick in that gradually adjusts non-compliant titles.
The reason for this change is to optimize display on mobile devices. The majority of all marketplace sales are now generated via smartphones. Since every character counts on small screens, Amazon is standardizing the structures. This allows customers to grasp products faster and compare them directly within search results.
The new requirements: title limit, highlights, and SEO
From July 27, 2026, product titles in all categories (except media products) may contain a maximum of 75 characters including spaces. Since this space is no longer enough to capture all product details, Amazon is simultaneously strengthening the new "Item Highlights" field. An additional 125 characters are available here. The highlights are displayed both in search results and on the product detail page, to indicate materials or recommended uses.
Since the rollout is happening gradually, the display currently still differs depending on the device. On mobile devices, the highlights already appear neatly wrapped directly below the product title. On desktop, however, Amazon currently often still combines the title and highlights into a single line, automatically separating the two sections with a vertical bar (pipe |). Regardless of the view, this new field is excellent for concisely placing secondary keywords and key USPs that no longer fit in the title.
Fortunately, there's good news for search engine optimization (Amazon SEO): since the title (75 characters) and item highlights (125 characters) combined still add up to exactly the familiar 200 characters, no keyword information is lost. The combined display remains fully searchable and indexed. According to Amazon, no ranking losses are to be expected, as the information is simply being split into a more structured format.
For manually updating your catalog, the following scheme is recommended, based on Amazon's official information order:
- Title (max. 75 characters): Brand name, product type, product line or more specific designation, size or color
- Item Highlights (max. 125 characters): Main feature or material/ingredient, product USP, functional benefit, target audience if applicable. Important: use comma-separated phrases, not complete sentences.
Example of the new split:
Previous long title
"Brand Vitamin C Face Serum with Hyaluronic Acid, Long-Lasting Anti-Aging Facial Care Against Wrinkles and Fine Lines, Vegan Natural Cosmetics, 50 ml"
New title
"Brand Vitamin C Face Serum, Anti-Aging Facial Care, 50 ml"
New Item Highlights
"With highly concentrated hyaluronic acid, reduces wrinkles and fine lines long-lastingly, vegan natural cosmetics"
The AI rollout and the review window
If you haven't adapted your titles to the new format yourself by July 27, 2026, Amazon will take over the optimization automatically. The system uses AI-powered tools for this, which analyze existing listings, keep the core information in the title, and independently move additional details into the Item Highlights. This AI rollout takes place gradually between July and December 2026, after the deadline. Your listings remain active throughout this entire process.
As a brand owner, you retain control during this automated process. As soon as the AI generates a change to your listings, it is displayed in Seller Central under "Manage All Inventory" and "Improve Listings," or in Vendor Central under "Catalog" and "Improve Listings." From that point, you have a 14-day window to review the AI recommendations, make manual adjustments if needed, and approve them before they go live.
However, it's risky to blindly rely on Amazon's automated AI here. Since the algorithm operates purely mechanically, it often doesn't make ideal use of the available character limit. As a result, valuable space in the visible area is lost. The AI also lacks a feel for strategic marketing: the key purchase-driving USPs of your products are often not represented concisely enough in the highlights, or get completely lost among less important details.
Official guidelines and prohibitions at a glance
Alongside the enforcement of the 75-character limit, Amazon is monitoring compliance with existing style guides much more strictly. Titles that violate the guidelines will be blocked by the system or automatically hidden from search results. The following core requirements from Amazon must be strictly observed:
No promotional content and superlatives
Phrases like "free shipping," "100% quality guarantee," as well as subjective comments like "bestseller" or "top product," are strictly prohibited in the title. Restricted phrases such as "FSA/HSA eligible" may also not be used.
No word repetition
A term may not be mentioned more than once in the title. This also applies to the brand name, which may appear a maximum of two times in the title (for example, if the brand name is identical to the product line).
Restricted special characters and ASCII requirements
The symbols !, $, ?, _, {, }, ^, ¬, ¦ may not be used at all. Non-linguistic ASCII characters such as Æ, Š, Œ, Ÿ, Ž are likewise prohibited. Permitted punctuation marks such as hyphens, slashes, commas, ampersands (&), and periods may only be used when necessary. Symbols such as <, >, or * are only permitted in the appropriate context (e.g. for measurements or model numbers), but never as a decorative element (such as stars).
Exception for brand names
If an officially registered brand name contains impermissible special characters (e.g. an exclamation mark), it must be entered in the "Brand Name" field. In this brand line on the detail page and in search results, these characters are then exempt from the strict title requirements.
Unbranded products
If your product has no registered brand name, you must enter the word "generic" in the "Brand Name" field and may not use a made-up name in the title.
Numbers and capitalization
Always write numbers in the title as digits ("2") rather than words ("two"). Units of measurement (cm, kg, oz) can be abbreviated. Follow standard English spelling rules; writing in all caps is not permitted.
Variation logic (parent/child)
For variation products, specific details about size or color may only appear in the title of the child ASIN. The title of the parent ASIN on the detail page must remain neutral, since the child titles only become visible once the product is added to the cart.
FAQ – Frequently asked questions about the title update
Yes. This is a global rollout. Germany has been in the beta phase since the beginning of 2026, and the deadline for the manual transition ends on July 27, 2026.
Your listings remain active, but starting July 27, Amazon will gradually roll out automatic AI updates for all titles that are too long. From the time of the change, you have 14 days to review, adjust, or correct the suggestion in the dashboard under "Improve Listings."
The only exception applies to media products. For all other stores (with the exception of Saudi Arabia, Egypt, Turkey, and the UAE) and product categories on the Amazon marketplace, the 75-character maximum for the title is binding.