Amazon is about to make the biggest change to product titles in years. From July 27, 2026, titles are capped at 75 characters — including spaces — across nearly every category. If your titles still run 150–200 characters, this affects you directly, and the deadline decides who rewrites your titles: you, or Amazon's AI.
What exactly is changing
- The limit is 75 characters, spaces included. Not 75 words, not 75 bytes — characters, the same way your keyboard counts them.
- It applies to parent listings, child variations, and bundles. A compliant parent with over-limit children is not compliant.
- Only media categories are exempt. Books, music, video, and DVD keep their longer limits. Everything else — from kitchen to electronics to apparel — moves to 75.
What happens if you do nothing
This is the part sellers underestimate. Amazon isn't planning to suppress over-limit listings — it will rewrite them automatically with AI.
After the deadline, an over-limit title gets an AI-generated replacement and you get a 14-day review window. If you don't act within it, the rewrite goes live without your approval.
An auto-rewrite optimizes for Amazon's idea of a clean title, not for your keyword strategy. The keywords you've ranked on for years may simply not survive the cut — and you may not notice until traffic moves.
Why Amazon is doing this
Long titles were never good for customers; they were a workaround for search. Stuffing every keyword into the title made browsing worse — especially on mobile, where 200-character titles truncate into noise. The 75-character cap forces titles back to what they were meant to be: brand, product, and the one or two things that matter.
The displaced keywords don't just die, though. Alongside the new limit, Amazon is rolling out Item Highlights — a separate field with 125 additional searchable characters shown near the title. That's the designated new home for what no longer fits. We cover it in detail in our Item Highlights guide.
How to prepare (before July 27)
- Inventory your titles. Export your catalog and count characters. Anything over 75 (outside media) needs a rewrite — parents and children.
- Rewrite deliberately, not mechanically. Chopping a 200-character title at 75 characters loses your best keywords by accident. Decide what stays (brand, primary keyword, key differentiator) and what moves. Our rewriting guide with examples walks through the framework.
- Move displaced keywords, don't delete them. Item Highlights (125 searchable characters) and backend search terms are where they go.
- Don't wait for the deadline. Titles rewritten now get indexed and tested on your schedule. Titles rewritten by Amazon's AI in August get tested on Amazon's schedule.
Doing this at scale
Rewriting a handful of titles by hand is fine. Rewriting a few hundred — each with its own keywords to preserve, each needing bullets and backend terms adjusted to match — is not a manual job.
That's the exact problem our tools are built for: the Listing Optimizer rewrites a single live listing (title at 75 characters, Item Highlights, bullets, description, backend keywords) using live competitor and keyword data, and the Bulk Listing Optimizer does the same for a whole sheet of ASINs in one run. Both enforce the 75-character limit — and the rest of Amazon's title rules — automatically.
The deadline is fixed. The only question is whether your titles on July 27 are ones you wrote or ones you're reviewing in a 14-day window.