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Module 05: The Amazon 75-character title limit and Alexa for Shopping
The Amazon 75-character title limit applies from Jul 27, 2026: "titles in all categories except for media will need to be 75 characters or less including spaces." Amazon added Item Highlights, a searchable field with 125 more characters, and is rewriting longer titles to AI recommendations, with 14 days for brand owners to review them first (Amazon Seller Forums, title update).
Short titles reward clear thinking. Put the brand, what the product is and the one spec that decides the purchase in the title; put materials and use cases in Item Highlights. Then write bullets and attributes that answer real questions, because Alexa for Shopping, which brings Rufus and Alexa+ together (Amazon, May 13, 2026), answers shoppers from what your listing says.
Most new stores take months to find steady sales, and some never do. Inventory, platform fees, freight and ad spend are paid by you.
What is the Amazon 75-character title limit?
From Jul 27, 2026, product titles must be 75 characters or fewer, including spaces, in every category except media (Amazon Seller Forums, title update). Amazon says the change makes titles display in full on mobile (PPC Land, on Amazon's announcement).
The rules that already applied still apply. Since Jan 21, 2025, titles may not use the characters ! $ ? _ { } ^ ¬ ¦ unless they are part of the brand name, and may not contain the same word more than twice, with prepositions, articles and conjunctions excepted (Amazon Seller Forums, title requirements from Jan 21, 2025).
| Rule | Detail |
|---|---|
| Length | 75 characters or fewer, including spaces, all categories except media, from Jul 27, 2026 |
| Item Highlights | Up to 125 more characters for materials or recommended use cases; searchable; shown in search results and on detail pages |
| Titles over 75 | Updated to Amazon's AI recommendation gradually; listings stay active |
| Brand owners | 14 days to review, modify and approve AI title and Item Highlights changes in Review Listings Changes |
| Special characters | ! $ ? _ { } ^ ¬ ¦ not allowed unless part of the brand name |
| Repeated words | No word more than twice (prepositions, articles and conjunctions excepted) |
What happens to titles longer than 75 characters?
Amazon updates them to its AI recommendation "gradually", and the listing stays live while it does (Amazon Seller Forums, title update). You can still edit titles and Item Highlights at any time.
If you are in Brand Registry, the AI changes wait 14 days for your review in Review Listings Changes, where you can accept, modify or reject them. Without Brand Registry, you do not get that window, which is one more reason to enroll early (module 03). Either way, a title you wrote yourself, inside the limit, beats one an algorithm shortened for you.
A title formula that fits in 75 characters
Brand + product type + the one spec that decides the purchase (size, count, material, power or compatibility). Then a second spec only if there is room.
Three rewrites. The "weak" versions are typical long titles; each "better" version is under 75 characters:
| Weak | Characters | Better | Characters |
|---|---|---|---|
| BrandName Stainless Steel Water Bottle Insulated Leak Proof BPA Free Gym Travel Sports 32oz | 91 | BrandName Insulated Water Bottle, 32 oz, Stainless Steel, Leak-Proof Lid | 72 |
| BrandName Oatmeal Dog Shampoo Soap Free Gentle Puppy Shampoo for Dogs Puppies Adult Dogs Natural Grooming Wash 16oz | 115 | BrandName Oatmeal Dog Shampoo, Soap-Free, Puppies and Adults, 16 fl oz | 70 |
| BrandName USB C Charger 65W 3 Port GaN Fast Charging Block Compatible with iPhone 16 MacBook Air Samsung Galaxy | 111 | BrandName 65W USB-C Charger, 3-Port GaN, for MacBook Air, iPhone, Galaxy | 72 |
What moved out of the titles: use cases ("gym, travel, sports"), repeated nouns and long compatibility lists. They belong in Item Highlights, bullets and attributes, where they still count for search.
Item Highlights, by example. For the bottle: "Double-wall vacuum insulation keeps drinks cold for hours. Fits most car cup holders. Dishwasher-safe lid." (106 characters). Only claim what you can prove; vague or unprovable claims become a policy problem and a returns problem.
How to audit and fix your titles in Seller Central, step by step
- 01Export your catalog.
Download an inventory report (Reports, then Inventory Reports) and add a character count column next to each title.
- 02Flag every title over 75 characters
and every title with a banned special character or a word used three times.
- 03Check Amazon's suggestion first.
In Manage All Inventory, open the listing's Edit menu and choose "View enhancements" to see the AI title and Item Highlights recommendation (Amazon Seller Forums, title update).
- 04Rewrite with the formula,
starting with your top sellers by revenue.
- 05Add Item Highlights
to every listing, using the use cases and materials you took out of the title.
- 06Brand owners:
check Review Listings Changes weekly and act inside the 14 days.
- 07Recheck search terms.
Search the main terms shoppers use and confirm your product still appears.
Who reads your listing now?
People, and Amazon's shopping assistant. On May 13, 2026, Amazon brought Rufus and Alexa+ together as Alexa for Shopping in the Amazon Shopping app and website. It gives AI overviews in search and on product detail pages, compares products from search results side by side, shows up to a year of price history and can auto-buy at a set price (About Amazon, Alexa for Shopping).
The assistant can only describe what your listing says. If a shopper asks "will this fit a car cup holder?" and nothing on the page answers it, the honest answer is "unknown", and a listing that does answer it wins. Missing attributes and vague bullets become vague answers. Our Alexa for Shopping guide for sellers goes further.
What else goes into a listing?
Four parts besides the title, and each one feeds both shoppers and the assistant.
Bullets that answer questions
Write five bullets that each answer one question buyers ask: what it does, what it is made of, what size or fit, how to care for it, what is in the box. Lead each with the answer, then the detail. Plain sentences beat keyword lists, for shoppers and for the assistant.
Attributes
Fill every attribute in the listing form that is true for the product: material, dimensions, count, compatibility, care, age range. Attributes feed filters, comparison tables and AI answers. An empty attribute is a question nobody can answer.
Images
Main image on a white background; at least one image showing dimensions; lifestyle images that show scale and use. Put the answers to the top two buyer questions into the images too, because many shoppers never read bullets.
A+ Content and testing
With Brand Registry, add A+ Content and test titles, images and A+ modules with Manage Your Experiments (Sell on Amazon, Brand Registry). Test one thing at a time, and let a test run long enough to mean something.
Common mistakes
-
Cutting the brand to fit.
The brand belongs at the start of the title.
-
Keeping keyword lists in the title.
They now get cut by the AI rewrite, and Item Highlights is where use cases belong.
-
Promising what you cannot prove
in Item Highlights or bullets.
-
Ignoring Review Listings Changes
until the 14 days have passed.
-
Copying a competitor's structure
without checking your own attributes are complete.
Key takeaways
- 75 characters including spaces, from Jul 27, 2026, all categories except media.
- Item Highlights add 125 searchable characters.
- Brand owners get 14 days to review Amazon's AI title changes.
- Write for questions, because Alexa for Shopping answers them from your listing.
- Fill every attribute; check the review queue weekly.
Do this now
- Export your titles and count characters; flag any over 75.
- Rewrite each with brand, product type and the deciding spec.
- Add Item Highlights to every listing.
- Rewrite bullets as answers to five buyer questions.
- Set a weekly reminder to check Review Listings Changes.
Watch and practice
- Short: "Are Amazon titles really capped at 75 characters?" (33 seconds). Characters are fictional. Voices are AI-generated.
- Video: How do you get found on Amazon with Alexa for Shopping? (89 seconds). Characters are fictional. Voices are AI-generated.
- Short: "Alexa for Shopping: what Amazon's new assistant means for sellers" (31 seconds). Characters are fictional. Voices are AI-generated.
- Tools: View enhancements in Manage All Inventory, Manage Your Experiments and our Alexa for Shopping guide. Back to the Amazon guide.
Problem and fix
"Amazon rewrote our titles." Cause: titles over 75 characters, or no Brand Registry review window. Fix: rewrite with the formula, add Item Highlights and check Review Listings Changes weekly. Relay Module: Catalog Ready (RELAY-09, $750), clean product data that meets title rules; or our listing and catalog management, with listing creation at $79 per listing. Measure: titles compliant; changes reviewed within 14 days.
Want a second pair of eyes on your listings?
Book 30 minutes with an ops lead and bring three titles you want to fix. Your price history matters to the assistant too: module 02 covers pricing you can hold.
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What is Amazon's title character limit in 2026?
75 characters including spaces, for all categories except media, from Jul 27, 2026 (Amazon Seller Forums, title update). The earlier rules on special characters and repeated words still apply.
What are Item Highlights?
A field with 125 extra characters for materials or recommended use cases. Amazon says it is searchable and appears in search results and on detail pages (Amazon Seller Forums, title update). Use it for the details you cut from the title.
What happens if my title is longer than 75 characters?
Amazon updates it to an AI recommendation gradually, and the listing stays active. Brand owners get 14 days to review the change first. You can edit the title yourself at any time, which is the better option.
Can I reject Amazon's AI title?
Brand owners can review, modify and approve the AI title and Item Highlights in Review Listings Changes within 14 days, and any seller can edit titles at any time (Amazon Seller Forums, title update). A compliant title you wrote avoids the question.
Which special characters are banned in Amazon titles?
Since Jan 21, 2025: ! $ ? _ { } ^ ¬ and ¦, unless they are part of the brand name. A title also may not use the same word more than twice, except prepositions, articles and conjunctions (Amazon Seller Forums, Jan 21, 2025).
How do I optimize for Alexa for Shopping?
Write clear titles, bullets that answer real buyer questions and complete attributes. The assistant summarizes and compares what your listing says (About Amazon, Alexa for Shopping), so a fact that is missing from the page cannot be in its answer. Keep pricing steady, because shoppers can see a year of price history.
What happened to Rufus?
On May 13, 2026, Amazon launched Alexa for Shopping, which brings Rufus and Alexa+ together (Amazon, May 13, 2026), in the Amazon Shopping app and website (About Amazon, Alexa for Shopping). For sellers the work is the same: complete, accurate listings that answer questions.
Sources5 sourcesLast checked Oct 20, 2026
- 01sellercentral.amazon.comchecked Oct 20, 2026Primary
- 02sellercentral-europe.amazon.comchecked Oct 20, 2026Primary
- 03aboutamazon.comchecked Oct 20, 2026Primary
- 04sell.amazon.comchecked Oct 20, 2026Primary
- 05ppc.landchecked Oct 20, 2026Primary
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