Updates to improve your product titles begin on July 27
Jun 10, 2026 - Updated to improve clarity
Your product titles are one of the first things customers see, and for customers shopping on mobile, every character counts. To ensure 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 July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces. This ensures that your title will fully display on mobile and is consistent with the title length used by other online stores.
Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages. You can continue using your existing title until July 27 or update your title to 75 characters and add Item Highlights.
We're providing you with AI-powered tools to help you create optimal titles and Item Highlights. These tools will automatically adhere to the new limits (75 characters for titles, 125 characters for Item Highlights). You can start 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 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 Listings Changes.
Have questions about these updates? Join our Engage with Amazon event to have them answered live. You can start posting questions here now.
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.
We have created the following thread here in the forums to answer any questions you may have:
💡 Engage With Amazon: Get your Product Title Update Questions Answered!
Updates to improve your product titles begin on July 27
Jun 10, 2026 - Updated to improve clarity
Your product titles are one of the first things customers see, and for customers shopping on mobile, every character counts. To ensure 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 July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces. This ensures that your title will fully display on mobile and is consistent with the title length used by other online stores.
Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages. You can continue using your existing title until July 27 or update your title to 75 characters and add Item Highlights.
We're providing you with AI-powered tools to help you create optimal titles and Item Highlights. These tools will automatically adhere to the new limits (75 characters for titles, 125 characters for Item Highlights). You can start 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 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 Listings Changes.
Have questions about these updates? Join our Engage with Amazon event to have them answered live. You can start posting questions here now.
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.
We have created the following thread here in the forums to answer any questions you may have:
💡 Engage With Amazon: Get your Product Title Update Questions Answered!
190 replies
Dougal_Amazon
Hello Sellers,
We have created the following thread here in the forums to answer any questions you may have:
💡 Engage With Amazon: Get your Product Title Update Questions Answered!
Seller_NJRTR59j0h9lh
"Updates to improve your product titles begin on July 27"
Seller_xo4Akj7FBBnfC
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually.
Given the nonstop havoc wreaked by Amazon's bots-gone-wild, the prospect of widespread AI-generated title changes should terrify every seller.
I just checked the "View enhancements" feature on some key listings and found the same AI-generated drivel we've come to expect—completely devoid of product knowledge, context, or any understanding of what might actually matter to customers.
For now, all I can think to do is manually edit every title to comply with the 75-character limit and pray the bots leave them alone.
If you haven't shortened your listing titles yet, I'd suggest doing so before the AI does it for you.
And be very afraid.
Seller_uncyrSEaaJOY4
I just attempted this process and got an error : 100476: This attribute 'Item Highlight' is currently unsupported. Please refer to the tool tip for additional details.... I am under 75 characters and nothing was repeated, please help!
Seller_JIL0QkeGgufq0
Aaaand...... it doesn't work
100476: This attribute 'Item Highlight' is currently unsupported. Please refer to the tool tip for additional details.
Seller_qMgi7qxvEo7f1
I can't even change most of my own listings, because you (Amazon) did let hijackers to take over my listings, changes brands/add brands, and now I can't do anything about most of my listings. Now you say I should changed the titles, that I can't, since you are blocking the changes. You are literally preventing me to follow the rules that you keep bombing us with.
I literally not going to be able to change things. So what's next? You destroy my tiny family business, even though it's all your fault?
More mental abuse. This site doing that over and over.
(Also, reporting scammers doesn't work. I tried it, multiple times, with multiple scammers. The link shows up, then I typed the Order number it it says "order doesn't exist". So you are helping scammers, then telling sellers to report the scammer, but your report page won't work at all.)
Seller_8GlfKSPGkBCLb
Any way to stop this before it happens? This is a death blow to sellers.
Ebay max characters in title is 80, and that's why buyers can't find anything, it spams the search with nonsense items. Some sellers can't even explain what the item is in 75 characters, let alone help the buyer find the right item.
In the industrial sector, the title is full of sizing, material, fitting etc. Now the buyer has to click on the item to see details that were in the title, causing them to click on 50x the amount of items to find the right details.
If someone in the top brass sees this, this is a horrible idea
Seller_XY5hA5qZJPFYn
Does this apply to child ASINs in a variation structure in categories where only the parent ASIN is displayed on the detail page (e.g. apparel)?
Seller_yhCdQEcdz2V9v
Got the email today. Gave the enhancement a go on a few listings.
The first few were not bad changes and I applied them.
After that the AI generated content threw an error that the Highlight was not an acceptable field?????
It also flagged the first bullet point as "false/promotional claims or external links." It did not matter what I put in the first bullet field, it always flagged it this way.
While this may be a nice addition, I often us AI to help write and modify listings, this does not as yet seem ready for prime time?
Amazon's own AI should NEVER EVER create a bullet point that gets flagged. That's sort of the point of using it, is it not?
