Answers to your product title update questions
In June 2026, we announced an update to the title guidelines and a new Item highlights feature to help you show your product name (Item name) and your product highlights (Item highlights) seamlessly. Since then, you’ve updated more than 984 million product titles.
Below are some answers to some of the common questions we’ve received about this update:
- How does this update affect search discoverability of my products in Amazon’s stores?Your search and discoverability are unchanged. Item name and Item highlights are both inputs for search, and one isn’t prioritized over the other.
- Do I have to update my listings before Amazon recommends changes?No. You can update your listings at any time. On July 27, 2026, we began making recommendations, using your existing product titles, on non-compliant listings. These changes will take place throughout 2026, and your listings will remain active, editable, and searchable, even if they haven't been updated yet. Brand owners will have 14 days before these changes are implemented to review, modify, and approve AI-generated in Review Listings Changes. If you disagree with the updates that we’ve made or recommended, you can update your listings at any time in Manage All Inventory or by using the List Your Products tool.
- Will the mobile and desktop display of the title and Item Highlights be the same?
- Yes, effective August 10, 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings.
- Can I update my listings in bulk?
- Yes. You can download the Category Listings report, which will be pre-populated with any product information that you’ve provided. The Item highlights field will appear next to the Item name in the report. You can update both fields in the spreadsheet, save it, and then upload it to the List Your Products tool. Listings are typically updated within eight hours.
- Where do I put my brand name or other key product details?
- With this update, you’ll still have 200 characters to list your important product information; those characters will be split between Item name (75 characters) and Item highlights (125 characters). Based on our best practices, we recommend that you keep your brand name in the Item name. All other important details can be distributed across both fields.
- Should I add variating attributes in Item name or in Item highlights?We recommend that you include the most important variating attributes in the Item name. If the 75-character limit prevents you from including all attributes in the Item name, you can retain the most important attributes there and move the others to Item highlights.
Thank you for your partnership and for helping ensure that customers have the information they need to purchase your products with confidence.
Answers to your product title update questions
In June 2026, we announced an update to the title guidelines and a new Item highlights feature to help you show your product name (Item name) and your product highlights (Item highlights) seamlessly. Since then, you’ve updated more than 984 million product titles.
Below are some answers to some of the common questions we’ve received about this update:
- How does this update affect search discoverability of my products in Amazon’s stores?Your search and discoverability are unchanged. Item name and Item highlights are both inputs for search, and one isn’t prioritized over the other.
- Do I have to update my listings before Amazon recommends changes?No. You can update your listings at any time. On July 27, 2026, we began making recommendations, using your existing product titles, on non-compliant listings. These changes will take place throughout 2026, and your listings will remain active, editable, and searchable, even if they haven't been updated yet. Brand owners will have 14 days before these changes are implemented to review, modify, and approve AI-generated in Review Listings Changes. If you disagree with the updates that we’ve made or recommended, you can update your listings at any time in Manage All Inventory or by using the List Your Products tool.
- Will the mobile and desktop display of the title and Item Highlights be the same?
- Yes, effective August 10, 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings.
- Can I update my listings in bulk?
- Yes. You can download the Category Listings report, which will be pre-populated with any product information that you’ve provided. The Item highlights field will appear next to the Item name in the report. You can update both fields in the spreadsheet, save it, and then upload it to the List Your Products tool. Listings are typically updated within eight hours.
- Where do I put my brand name or other key product details?
- With this update, you’ll still have 200 characters to list your important product information; those characters will be split between Item name (75 characters) and Item highlights (125 characters). Based on our best practices, we recommend that you keep your brand name in the Item name. All other important details can be distributed across both fields.
- Should I add variating attributes in Item name or in Item highlights?We recommend that you include the most important variating attributes in the Item name. If the 75-character limit prevents you from including all attributes in the Item name, you can retain the most important attributes there and move the others to Item highlights.
Thank you for your partnership and for helping ensure that customers have the information they need to purchase your products with confidence.
34 replies
Seller_CMDvDUCNhoG4x
What do you mean by variating attributes? Can you please give examples.
Seller_JujlsbkKAGlO1
I have definitely noticed about a 2 week dip in traffic on the titles I have updated. I'm assuming that is the reindexing period. I am just starting to see us climbing our way back, hopefully we get back to where we were pre changes. Anyone else seeing this?
Seller_W9boYBuv9pfcK
People were asking for this much detail for over a month and you guys decide to give us the information 2 days after the "deadline" that has now been shadow extended. Amazon is a really funny company and at times it seems intentional. It feels like "yeah, so what? What are you gonna do?"
Seller_r9wMm8LrE5iKj
You did the exact opposite last year, announcing that Brand Names don't move the needle (mostly because your data including a bunch of carppy : [Moderator Edit: removed inappropriate commentary]). Keep moving those deck chairs around.
Seller_HeYYMdvdHcKv9
@Manny_Amazon, @Dougal_Amazon, @Michelle_Amazon
A number of questions were asked in the now locked thread https://sellercentral.amazon.com/seller-forums/discussions/t/ac660707-60c7-43e3-a3fd-420d7321cc4e?postId=19654824-6442-4793-a001-151d0e8a6284, by a number of sellers including jewelry sellers (whom this seriously affects) and myself in the Toys & Games space. Dougal promised that these questions would be answered 'in the future' - this post does not answer most of them.
Allow me to repost what I believe are remaining questions from ME:
1) If ASINs are under the 75 char Title limit will they be touched by the AI *at all*
1B) if the answer to 1 is NO, what guarantee do we have beyond your word (the AI as has been noted is NOTORIOUS for thinking suddenly that items are pesticides/flammable/etc). I've had case ids where I had to fight with support because the AI said a common male first name was a trademark.
2) [rewritten from original] Bullet points made by the AI are unintelligible in the Toys & Games space and make no sense, hyping up items in ways that makes them unclear. These should be left blank entirely or made with a VERY LIGHT touch.
2B) if I have 13,000 ASINs (and ToyWiz said they have 87k) and the bullets are populated with junk my staff will spend weeks fixing your 'work' and not selling anything, this is not good for me or Amazon. What is the plan to assist us in un-fixing these fixes en masse except for massive inventory uploads which might be overwritten by the AI again at any time? Bulk uploading becomes difficult when every few minutes something sells because you're going to upload inventory quantities that have changed in the last 5-40 minutes and will be out of sync (bulk uploading takes a long time even for only a few entries)
3) In a case where there's a current Title over 75 characters and I've made a modified title (which did not overwrite the current Title but remains in that box underneath it) which one will the AI choose and modify? Will it a) modify/split the original Title between Title and Highlights or b) see that there's a more coherent entry made by another seller and use that?
4) Some brands (I'm thinking of YOU, Magic: The Gathering) are 20 spaces before any other data. This is a problem for your limit because then there are cards that might be 30 characters or more long and that's before rarity edition and the all important set. If the AI removes edition and rarity from the Title field how will customers be able to find the edition/rarity they're looking for easily - this is an actual requirement similar to the jewelry sellers. Don't respond with 'it'll be in the highlights', someone has to click the listing first because the AI might not edit the right information into Highlights, to see that which means they're spending clicks between identical item names in different rarities, sets and editions.
5) If the AI removes edition and rarity and set from the Title field to move to Highlights how will we know what sold when printing the Invoice, which *only* shows the Title field and does not show Highlights. THIS STILL HAS NOT BEEN FIXED (as of 7/30/26). This engages a very cumbersome process of looking at each ASIN manually to figure out what sold, a significant problem when you might be selling 100+ ASIN products a day. This is a logistical nightmare.
6) Is Amazon exempting their own listings from the 75 character limit?
7) When the AI changes ASIN Titles, and the names no longer match GS1's record information ... DOES THAT MEAN ALL THOSE ASINS WILL TURN OFF BECAUSE THE RECORD INFORMATION DOESN'T MATCH?
Seller_ResBFKGA0inE8
Will AI change our titles if we spent TONS of ridiculous hours making sure our title is 75 characters or less? This is not clear in the post. Also, when updating my titles a majority of my listings were change to a "3 pack" just because my company name has a 3 in it! I don't want AI to change all my MANY hours of work and revert back to making my item a 3 pack when it is not!
Will we be notified if AI changes any of our titles?
Seller_nutJtwmEiZRmQ
About putting variating attributes in the Item name as adviced above...
Specific for toner cartridges, Seller Support clearly stated to follow below format which puts variating attributes in Item Highlight rather than Item Name:
Item Name (Title): [Third Party Brand] + "Compatible/Remanufactured" + Toner Cartridge + "Replacement for" + [OEM Brand]
Item Highlights: [Series], [Model], [Color], [#-Pack]
That brings me to have hundreds of listings with the exact same title and it contradicts with the information above.
Which information should we follow?
Seller_quMp67492wGR8
Could we have a separate field for creating our own canonical urls? Often the first five words are grabbed for this - but those are often inadequate brand-long-item-name-misc... for example if I was selling Acme Co New York Style Plain Bagels - all the URL would say is Acme-Co-New-York-Style - which really aren't the most important words (even though that is how brands present to customers). You would much rather have New-York-Style-Plain-Bagels. It would be nice that we could select the words from the beginning and not have title dictate this.
Seller_Dnc57mgqXFloR
Regarding the child variations (sub-ASINs) within a multi-variation listing, would you recommend using different keywords for each child's title, or using the same title and bullet points for all of them? (This question excludes the part of the title that specifies the variation attribute, such as color or size.
Seller_8m8mdtFko0SZB
The best part is you can put 75 characters in and 125 for highlights, it comes back and tells you there are too many characters. It’s been like this since they announced this.
