Amazon's 75-character title limit comes with a consolation prize most sellers haven't touched yet: Item Highlights, a new field that adds 125 searchable characters displayed with your title. It's the designated home for the keywords the shorter titles displace — and right now, while most catalogs leave it empty, it's free visibility.
What Item Highlights is
- A single field, 125 characters maximum — including spaces. Characters, not bytes (unlike backend search terms).
- Searchable. Its content is indexed for Amazon search, like the title.
- Visible. It's shown alongside the title on the listing, so it's read by shoppers, not just crawlers.
- Shipping with the title change. It rolls out with the 75-character limit as the pressure valve for displaced keywords.
The format Amazon expects
Not a sentence, not a keyword dump — comma-separated, labeled attribute phrases:
Material: 18/8 stainless steel, Use: gym, travel, hiking, Keeps: cold 24h, hot 12h, Lid: leak-proof straw
Three rules to keep it accepted and useful:
- Don't duplicate the title. Highlights extend the title, they don't repeat it. Duplicated words waste indexed characters.
- No promotional language or claims. The same hygiene rules as titles: no "Best", "Premium", "#1", no unverifiable claims.
- Label the attributes. "Materials / Use / For / Keeps"-style labels are the expected shape — short phrases a shopper can scan.
How to add it in Seller Central
Here's the catch as of this writing: Amazon's flat-file and category templates don't reliably carry the attribute yet. Uploading it via your usual feed will often do nothing.
The path that works is manual:
- Open the listing in Seller Central and choose Edit listing.
- Click View enhancements.
- Paste your Item Highlights there and save.
One hard prerequisite: Amazon only accepts Item Highlights once the listing's title is 75 characters or fewer. Over-limit title, no Highlights — which is one more reason to rewrite titles now rather than wait for the deadline.
Known rollout bugs
The feature is live but visibly still settling on Amazon's side. Sellers are reporting two recurring issues:
- Error 100476 when saving the field.
- Saves that don't persist — the field accepts your text, then shows empty again later.
If you hit either, it's not your formatting; retry later and keep your Highlights text stored somewhere on your side. (Every Vendara run keeps its generated Highlights in your run history, so re-pasting takes seconds.)
Why filling it early is worth it
125 characters is roughly the difference between the old 200-character titles and the new 75-character ones. Sellers who fill Highlights keep their old keyword surface — title plus Highlights — while sellers who ignore it compete on 75 characters alone. Early on, while most of the catalog leaves the field empty, that's a real indexing edge at zero cost.
Generating them automatically
Both of our listing tools generate Item Highlights on every run, alongside the 75-character title, bullets, description, and backend keywords: the Listing Optimizer for a single live ASIN and the Bulk Listing Optimizer for a sheet of them. The output respects the 125-character cap and the labeled-phrase format, avoids title duplication, and shows a character count so you can paste it straight into View enhancements. The full walkthrough is in the Listing Optimizer guide.