The Amazon 75-Character Title Cap: What Changed and How to Rewrite Yours
Amazon capped product titles at 75 characters, including spaces, effective 27 July 2026. It applies to every category except media. Titles over the cap are subject to being truncated or rewritten by Amazon, which means the detail you lose is chosen for you rather than by you. The detail that no longer fits belongs in item highlights, which allows 125 characters. Brand, product type and your single most important differentiator are what survive in 75 characters. Everything else moves.
What the rule actually says
Amazon announced the change on Seller Central on 10 June 2026, under the headline "Updates to improve your product titles begin on July 27."
| Field | Limit | Applies to |
|---|---|---|
| Product title | 75 characters, including spaces | All categories except media |
| Item highlights | 125 characters | Where the detail the title can no longer hold now goes |
Two details catch people out. Spaces count, so a 75-word budget is nothing like a 75-character one. And the limit is on characters, not keywords, so trimming a keyword that happens to be short saves you almost nothing.
What happens to a title that is too long
It does not simply sit there being long. Amazon truncates or rewrites it, and the cut happens at the character limit rather than at a sensible boundary.
Here is a real listing. ASIN B0G2MZ7JHC, a JBL Grip portable speaker, with a title of 194 characters:
JBL Grip Portable Bluetooth Speaker, Waterproof, Ambient Light - Teal | Up to 14 Hr Playtime, AI Sound Boost, IP68 Waterproof And Dustproof, Drop-Proof, App Control, Ideal For Outdoor And Travel
That is 119 characters over the cap. Cut at 75, it becomes:
JBL Grip Portable Bluetooth Speaker, Waterproof, Ambient Light - Teal | Up
The sentence stops mid-phrase, at "Up". Everything after it is gone: the 14 hour playtime, the IP68 rating, drop-proof, app control, and every use case. The listing kept "Ambient Light", which almost nobody searches for, and lost the battery life, which is one of the first things a buyer asks about a portable speaker.
Nobody chose that trade. The character count did.
What survives in 75 characters
Three things, in this order:
→ Brand. Non-negotiable. It is how the listing is identified.
→ Product type. What the thing actually is, in the words a shopper would use.
→ One differentiator. The single fact most likely to decide the purchase.
Rewritten, the same JBL listing fits in 74 characters:
JBL Grip Portable Bluetooth Speaker, Waterproof IP68, 14 Hr Playtime, Teal
Brand, product type, the waterproof rating, the battery life and the color. The playtime survived the cut this time because it was chosen rather than left to the truncation point.
Where the rest of the detail goes
Item highlights, at 125 characters. The facts stripped from the JBL title fit comfortably in 85:
AI Sound Boost, drop-proof, app control, ambient light. Ideal for outdoor and travel.
This matters beyond tidiness. Amazon's own help page points sellers to item highlights as the place for descriptive detail, and Alexa for Shopping (formerly Rufus) reads structured fields when it answers buyer questions. A fact that exists in a field is a fact the assistant can use. A fact that was truncated out of a title is a fact that no longer exists anywhere.
Not every listing is over
For contrast, ASIN B0H1YLJZFF, a Stanley Quencher tumbler:
STANLEY Quencher ProTour Flipstraw Tumbler, 30 oz, Emerald Honeydew
That is 67 characters. Eight under the cap, with brand, product type, size and color all present. It needs no work at all.
The point is that you cannot tell by eye. Both titles look normal in a listing. One is 119 characters over and one is 8 under. Counting is the only way to know.
What to do
- Count your titles, including spaces. Characters, not words. Sort your catalog by title length and start at the top.
- Keep brand, product type and one differentiator. Cut everything else from the title.
- Move the cut detail into item highlights, within 125 characters. Do not just delete it.
- Check the variants. Size and color variants are where over-length titles hide, because they inherit a parent title and add to it.
- Re-check after Amazon reindexes. If Amazon rewrote your title, the live version is not the one you wrote, and you are optimizing a page you have not read.
Check your titles
You can count your titles by hand, and for a small catalog that is fine. For anything larger, the free Amazon Title Optimizer at cosmy.ai checks a title against the 75-character cap and suggests a version that fits. No signup.
