Amazon's New 75-Character Title Limit, Explained
Published 2026-09-14
A big change from a much looser rule
For years, Amazon product titles could run to 150–200 characters or more in many categories, leading many sellers to stuff titles with as many keywords as possible. Starting July 27, 2026, Amazon capped titles at 75 characters, including spaces, across every category except media (books, music and video are the named exception).
Why 75 characters specifically
Amazon's stated reasoning is mobile display: most shoppers browse and search on phones, where only roughly 50–75 characters of a title are visible before it gets cut off in search results. A title stuffed with keywords beyond that point was providing no visible benefit to mobile shoppers while making listings look cluttered and less trustworthy.
What happens to existing long titles
Amazon has been rewriting or flagging titles that exceed the new limit rather than removing listings outright, but sellers who don't proactively shorten their own titles risk having Amazon's automated system make the edit for them — not always in a way that reads well or preserves the most important keywords.
Where the lost keywords should go
Amazon introduced a new "Item Highlights" field, capped at 125 characters, sitting below the title in search results and on the product page — intended to absorb some of the descriptive detail that no longer fits in the shorter title.
Bullet points have their own limits
Separately from the title change, Amazon bullet points remain capped at 255 characters each (500 for registered brand vendors), with a recommended combined total under 1,000 characters across all five bullets — since only the first 1,000 bytes of bullet content get indexed for search at all. Content beyond that point can still be read by shoppers but won't help you get found.
Check your listing before you save it
Our Amazon Title/Bullet Character Counter live-counts your title against the 75-character limit and each bullet against the 255-character cap, with a running total against the 1,000-character recommendation, so you can see exactly what needs trimming.