Amazon title rules for 2026 at a glance
These rules are for Amazon US. Other marketplaces and some categories differ, so check the category guidance in Seller Central before you edit.
| Rule | Requirement | Effective |
|---|---|---|
| Item name length | Max 75 characters including spaces, except media categories | 27 Jul 2026 |
| Item Highlights | Max 125 characters; searchable and shown with the title in search results and on the detail page | 27 Jul 2026; shown under the title on desktop and mobile from 10 Aug |
| Special characters | ! $ ? _ { } ^ ¬ ¦ not allowed unless part of the brand name | 21 Jan 2025 |
| Repeated words | No word more than twice; articles, prepositions and conjunctions exempt | 21 Jan 2025 |
| Total length | 200 characters for most categories; now split into title 75 + Highlights 125 | 21 Jan 2025 / 27 Jul 2026 |
How to use it
- Add product details (optional). With brand, product type and key attributes filled in, the checker also tells you whether they're in the right field.
- Have an old title? Paste it into step 3, decide which segments go in the title and which in Highlights, then send them to the editor.
- Edit in step 2 until there's no red or amber on the right, then copy into Seller Central.
- Lots of SKUs? Paste the whole title column into step 4 and copy the results back into your spreadsheet.
What goes in the title and what goes in Highlights
- Item name: brand + product type + the most important differentiating attribute. Amazon recommends keeping the brand here, and the most important variation attributes (colour, size) too.
- Item Highlights: what else a shopper needs when comparing similar products, such as material and environment, compatible models, size or capacity, and the core parts in the box.
- No repeats: Highlights isn't a second keyword box. Cut anything already in the title and use the space for new information. Both fields are searched and neither is prioritised.
What the checker looks for
- Length: Item name 75 or fewer (200 for media), Highlights 125 or fewer, with the overflow marked.
- Banned characters:
! $ ? _ { } ^ ¬ ¦. If you enter your brand, characters that are part of it are ignored. - Repeated words: any word used more than twice, ignoring articles, prepositions and conjunctions (the, for, with, and...).
- Promotional and subjective wording: free shipping, best seller, sale, % off and similar, plus unsupported claims like perfect or best.
- Style: all caps, emoji and decorative symbols.
- Placement: whether your brand is in the title, whether the product type and key attributes are in the title or only in Highlights, and whether Highlights repeats the title.
These are mechanical checks. The checker can't tell whether an attribute is true, a number is accurate or a competitor's trademark is being misused. Use the pass-2 prompt in step 5 for that, and have a person review it too.
FAQ
Does the 75-character limit include spaces?
Yes. The 75 characters include letters, numbers, symbols and spaces. From 27 July 2026, titles in every category except media on Amazon US must be 75 characters or fewer.
What happens if I don't shorten a title that's over 75 characters?
Amazon is gradually replacing over-length titles with its AI recommendation. Listings stay active, editable and searchable throughout. Brand owners get 14 days before a change takes effect to review, modify or approve it in Review Listings Changes. It's better to fix the title yourself than wait for the AI version.
Do Item Highlights affect search ranking?
According to Amazon's official Q&A, Item name and Item Highlights are both search inputs and neither is prioritised over the other. Search discoverability itself is unchanged by the update.
Where should the brand name go?
Amazon recommends keeping the brand name in the Item name. The most important variation attributes should also go in the Item name, with the rest moved to Item Highlights.
I have hundreds of SKUs. How do I update them in bulk?
Download the Category Listings report in Seller Central; the Item highlights column sits next to Item name. Paste the title column into step 4 here to check it, make the changes in the spreadsheet, then upload it with List Your Products. Updates usually go live within eight hours.
Is anything I type uploaded?
No. Every check runs in your browser, and your draft is saved only in this browser's local storage.
Related reading
Rules checked 29 October 2026 against Amazon's July 2026 title update, Amazon's 2025 title requirements and the official Q&A. Rules vary by marketplace and category, so check Seller Central again on the day you edit.