Since July 27, product titles across every Amazon category except media must fit inside 75 characters, spaces included. Amazon’s own seller-forum announcement frames that as a formatting rule. It is closer to a handover: titles that stay over the limit will not be truncated at character 75. They will be replaced by a new title that Amazon’s AI assembles from multiple data sources.
The Amazon product title limit, and the 125-character field announced with it
Amazon’s language, posted to the Seller Forums on June 10 by an account labeled “News_Amazon,” is direct: “Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces.” A companion field, Item Highlights, is announced alongside it: “Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options.”
PPC Land’s reporting adds detail the announcement does not cover: a title with fewer than 75 letters and numbers can still exceed the limit once spaces and punctuation are counted. And the replacement text is not a truncated version of the seller’s original. It is, per PPC Land, “a new title constructed from multiple data sources,” rather than the seller’s own sentence cut short.
| Field | Character limit | Scope, per the announcement |
|---|---|---|
| Product title | 75, spaces included | All categories except media |
| Item Highlights | 125 | Materials or recommended use cases, for comparison |
What is Amazon’s Item Highlights field?
Item Highlights is a new attribute rolling out alongside the title-length rule that gives sellers up to 125 characters to describe materials or recommended use cases that help shoppers compare products. PPC Land reports the content is searchable and visible alongside titles in both search results and on product detail pages.
Who reviews the AI’s title, and who is not mentioned
Amazon’s post grants one group an explicit check on the process: “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.” Sellers not enrolled in Brand Registry are not addressed anywhere in the announcement. That is not the same as saying they get nothing; it is simply a gap in the disclosure. Amazon does add that listings “stay active throughout this process” and remain editable “at any time,” though whether that ongoing access substitutes for a formal review window is left open. Amazon has changed the ground under measurement before: shifting Prime Day into June broke the year-over-year comparisons analysts report against.
The compliance path sellers reported breaking
The deadline has passed, but Amazon says non-compliant titles are updated gradually, so there is still room to act through Manage All Inventory, then Edit, then View enhancements, per Amazon’s instructions. The forum thread drew more than 107 replies within days. Sellers reported error code 100476, “This attribute ‘Item Highlight’ is currently unsupported,” in some cases even after shortening the title below 75 characters.
That leaves an asymmetry. The title rule took effect on July 27. Item Highlights was, for some sellers, rejecting input. Whether Item Highlights carries any weight in search ranking, or whether the change applies uniformly across international marketplaces, goes unaddressed in Amazon’s announcement.
What to do now the deadline has passed
Three checks are worth running against the seller’s own catalog rather than waiting for Amazon’s system to act on it:
- Check Manage All Inventory, then Edit, then View enhancements, to see what Amazon’s AI currently proposes for each title over the limit.
- If enrolled in Brand Registry, use the 14-day window to review, modify, and approve the recommendation rather than let it apply by default.
- Try populating Item Highlights now. Error 100476 may appear; retry rather than assume the rollout waits for the tool to work.
The pattern is not unique to Amazon. Google has been building the same capability into Merchant Center, where Gemini-based product description suggestions were announced for merchants. The difference is the default. Google proposes. Amazon writes, and the seller who does nothing finds out later what it wrote.
