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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!
Effective November 2, 2026, we’re updating our commercial liability insurance requirements to help protect Amazon’s customers as well as help you protect your business from financial loss in the event of a product-related incident.
Our existing policy requires all sellers to obtain and maintain commercial liability insurance within 30 days if gross proceeds from Amazon.com sales exceed USD 10,000 in any month, with minimum coverage of USD 1 million per occurrence and in the aggregate. In addition to this existing requirement, we are introducing two additional requirements:
First, sellers with products listed in categories with enhanced safety listing requirements will now be required to maintain a commercial liability insurance policy that covers those products, with a minimum coverage of USD 1 million per occurrence and in aggregate, regardless of whether they meet the USD 10,000 gross proceeds in a month threshold. This change applies to both new and existing listings.
Product categories with enhanced safety listing requirements include, but are not limited to, children’s products, cosmetic and ingestible products, and lithium battery products. For the full list of categories impacted by these changes, go to Product categories with enhanced safety listing requirements.
Second, sellers based in Mainland China must now obtain their insurance through the Amazon Insurance Accelerator (AIA) program. AIA connects you with a network of pre-vetted insurers who understand Amazon's coverage requirements, making it easier to secure compliant coverage, avoid policy rejections, and ensure your claims are supported when they arise. Starting November 2, 2026, we will reject newly submitted insurance policies that are not obtained through AIA. If you have a valid third-party insurance policy that meets the coverage requirements and was submitted to Amazon before November 2, you can continue using it until it expires. After that policy expires, you will be required to obtain insurance through AIA.
The updated Commercial Liability Insurance requirements page reflects these changes. For more information, go to the ‘frequently asked questions’ section on the Business Insurance page.
At Amazon Accelerate 2026, we introduced the biggest upgrade to Seller Central in a decade, rebuilt around the way you work to make managing your business faster, simpler, and smarter.
Here's what's new:
Find everything in purpose-built workspaces. Your tools are now organized into dedicated workspaces for supply chain, orders, marketing, finance, and more, with the metrics and actions you need in one view.
Get help from Seller Assistant on every page. Seller Assistant's intelligence is built directly into the experience. It learns how you work and helps you take action right where you are.
See more of your global business in one place. Get a unified view across the marketplaces where you sell, making it easier to understand what needs your attention without switching between stores.
Personalize your homepage. Your homepage is modular and customizable, so you can arrange it to fit your business.
Move through tasks faster. Everyday workflows, from product setup to creating coupons, are now quicker to complete.
This experience was built on your feedback, and we're continuing to improve it based on what you tell us. Share yours using the "Provide feedback" button on any page and when it leads to a change, we'll let you know.
To explore the new experience, go to the new Seller Central.
To determine where a new tool may have moved, use Where to find your tools in the new Seller Central or the Site Map.
New requirements for product bundles starting January 11
Effective January 11, 2027, we’re updating the product bundling policy so that most product bundles listed as a single ASIN must be packaged by the original manufacturer or brand. We’re also removing some of the previous bundle restrictions.
These updates protect customers and your business by ensuring product bundles are authentic and safe. When customers trust the products they receive, they can make more confident purchasing decisions.
Bundles that aren’t packaged by the original manufacturer or brand will still be permitted in the following instances:
- Authorized repackaged products: Reconfigured and repackaged products can be bundled if you have a letter of authorization from the brand owner or manufacture granting permission to repackage with all other included brands for sale in our stores. You can upload your letter of authorization to your Account Health dashboard if your bundle is identified as noncompliant after January 11.
- Exempt categories: Bundles listed within gifting browse nodes and camera product types don’t need to be original manufacturer configurations.
- Virtual bundles: For brand owners and authorized resellers, bundles created using the Virtual Bundles tool aren’t packaged together, so they don’t need to be product configurations from the original manufacturer.
Also, now you can create bundles in Books, Music, Video, DVD, and Video Game categories, bundles with secondary generic products or service plans, and bundles with gift cards. You can also create bundles with multiple brands for the Consumables category with letters of authorization.
If you sell product bundles, please review them to ensure they’re compliant with the updated policy. You can choose to sell any inventory that’s noncompliant before January 11.
If any listed product bundles are noncompliant after January 11, they will be deactivated and become listing violations on your Account Health dashboard. We will also notify you via email.
To learn how to create a removal order for noncompliant Fulfillment by Amazon inventory, go to Remove inventory from a fulfillment center.
For more information, go to Product bundling policy.
For Amazon Business customers, receiving shipments during operating hours is essential to packages getting received securely and on time, with fewer re-delivery attempts. To help ensure reliable delivery within a business customer’s hours, we’re introducing a new Business Hour Delivery Rate requirement to seller-fulfilled shipments in our US store.
Starting September 30, 2026, you’ll need to maintain a Business Hour Delivery Rate of 90% or higher. This is measured using the existing Business Hour Delivery Rate metric, which tracks the percentage of your seller-fulfilled shipments delivered to Amazon Business customers within their operating hours over a rolling 14-day period.
If your Business Hour Delivery Rate is below 90% on September 30, we’ll notify you and provide recommendations on how to improve. If your rate doesn't improve by October 30, your seller-fulfilled offers may be deactivated for Amazon Business customers. Fulfillment by Amazon (FBA) and retail offer eligibility will not be impacted.
Using reliable carriers and setting accurate handling and transit times is the best way to meet the requirement. You can also enable Automated Handling Time, Shipping Settings Automation, and Amazon Buy Shipping as shipments fulfilled using all three of these tools are guaranteed to meet the Business Hour Delivery Rate requirement.
To review your Business Hour Delivery Rate, go to Account Health.
For more information, go to the Business Hour Delivery Rate and the Frequently asked questions on BHDR help pages.
You must now tag product images that contain photorealistic AI-generated people with specific metadata before you add them to your listings and A+ content in any of our worldwide stores.
Recent legislation requires disclosure when images or videos in advertisements contain photorealistic AI-generated people.
To ensure compliance, you must use an IPTC-compatible metadata editor to add the keyword "contains-synthetic-performer" to the dc:subject (XMP) field of your image or video files before adding them to your listings and A+ content.
When you include this metadata, we'll add an indicator to inform customers that the image includes AI-generated people, where applicable.
This requirement only applies if your image or video contains photorealistic AI-generated people.
You don’t need to provide this metadata if your image or video:
- Only features real people (even if they have been altered with AI tools)
- Only features characters from movies, TV programs, streaming content, documentaries, video games, or other expressive works (e.g., the poster art of a movie or a video game cover art)
- Doesn’t feature any people
- Doesn’t feature photorealistic people
For detailed instructions, go to How to tag media that contains an AI-generated person.
For more information, go to Product image guide and Shoppable video guide.
Fast and accurate delivery builds customer trust and is a key factor in purchase decisions. In fact, every one day improvement in promised delivery time leads to an average 5% increase in sales. As such, we’re implementing a new handling time requirement to help you set the most accurate delivery promises possible.
Handling time, which can be set at the account level or with SKU-specific overrides, is an important input to promised delivery dates. Our data shows that over 87% of seller-fulfilled orders received in the US are handled within one day. However, many sellers set longer SKU-specific handling times than needed, leading to overestimated delivery promises.
Starting June 29, 2026, you’ll need to ensure that your seller-fulfilled SKUs have accurate handling times. Your handling time is considered accurate when the actual handling time consistently matches your configured handling time for each SKU. There are two ways you can comply with this new requirement:
- (Recommended) Enable Automated Handling Time (AHT): AHT sets handling time for your SKUs based on your recent shipping history and provides late shipment rate (LSR) protection. We recommend enabling AHT to comply with the handling time requirement without having to monitor individual SKUs. You can enable AHT now in your Shipping settings.
- Maintain accurate SKU-specific handling time: You can also manually set handling time at the SKU level, as long as it stays accurate. We'll monitor these SKUs over 30 days to make sure your stated handling time matches your actual shipping speed. If a SKU is consistently shipped at least one day faster than stated, it will be flagged, and you'll have 30 days to update. If accurate handling time is not provided, we'll start managing the SKUs on your behalf and provide LSR protection for 180 days. To learn more, go to Modify handling time.
For more information about the new handling time requirement, go to Handling time requirement. This requirement does not apply to custom, handmade, and Heavy & Bulky less-than-truckload shipments.
We also recommend you review your Handling time settings to prepare for this change.
