Amazon's 75-character title rule

What Amazon announced

• Titles: 75 characters, including spaces, in every category except media, starting 27 July 2026.
• Item Highlights: 125 more characters for details like materials and uses. On Amazon UK it shows as a grey line under the title.
• Titles still over 75 get rewritten to Amazon's AI recommendation, gradually. Listings stay live while it happens.
• Brand owners get 14 days to review, change or approve the AI's version before it goes live.

Source: Amazon's announcement "Updates to improve your product titles begin on July 27", posted by News_Amazon on 10 June 2026 (Seller Central forums). The post doesn't name countries. UK seller guides say it covers amazon.co.uk, and Item Highlights are visible on UK listings. Many UK titles are still longer than 75, so check yours.

The older rules still apply

• No banned symbols: ! $ ? _ { } ^ ¬ ¦, unless they're part of the brand name.
• No word more than twice, apart from small words like "and", "for" and "with".

Source: Amazon's "New product title requirements effective January 21, 2025" (News_Amazon, Seller Forums Europe).

How to fix a long title

1. Keep what a shopper needs to choose: brand, what it is, the one feature that matters most, size or count.
2. Move the rest to Item Highlights: sizes, materials, uses. Sellers report Amazon only lets you add highlights once the title is 75 or under.
3. Check the 2025 rules too: no banned symbols, no word three times.
4. Review any change Amazon suggests before the 14 days run out, so its AI doesn't pick the wording for you.

Rather not do it yourself?

We'll fix one listing free: a 75-character title, Item Highlights and clean bullet points. Written by Luna, our AI, and every fact checked by a person.