Amazon shared this update in Seller News on June 10, 2026. The new title rules will take effect on July 27, 2026, so sellers should review Amazonโs official announcement before updating large catalogs.
Under this update, product titles must remain under 75 characters. Sellers will also need to move extra product details into a new searchable field called Item Highlights.
The new structure is simple:
- Product Title: 75 characters
- Item Highlights: 125 characters
- Total searchable space: 200 characters
Sellers still have space to share product details. They just need to move some details from the title into Item Highlights.
If sellers do not update their listings, Amazon may use AI-generated suggestions to shorten titles and create Item Highlights from existing listing content.
In this guide, weโll explain what changed, what happens if sellers do nothing, and how to update titles manually, in bulk, or through API workflows.
What Is Changing: The 75-Character Title Limit, Explained
Sellers should not wait for Amazonโs AI to start making these changes for them. If your catalog has dozens or hundreds of long titles, manually updating each one before July 27 can be slow and risky.
Use AI Creative Studio to generate shorter 75-character titles and Item Highlights faster. The tool helps preserve important keywords and product details, while the SalesDuo team can help automate updates within Amazon for larger catalogs.
The main shift is:
Old model: Long SEO-heavy product titles
New model: Short product titles + searchable Item Highlights
| Field | Role | Character Limit |
|---|---|---|
| Product Title / Item Name | Core product identity | 75 characters |
| Item Highlights | Supporting product details | 125 characters |
| Total Visible/Searchable Space | Title + Item Highlights | 200 characters |
Earlier, sellers often used product titles to include:
- Brand name
- Product type
- Keywords
- Features
- Benefits
- Size
- Material
- Use case
- Variation details
- Compatibility or specs
Now, the title should focus on the productโs core identity. Item Highlights should carry the supporting details that no longer fit in the title.
Sellers should not wait for Amazonโs AI to start making these changes for them. If your catalog has dozens or hundreds of long titles, manually updating each one before July 27 can be slow and risky.
Use AI Creative Studio to generate shorter 75-character titles and Item Highlights faster. The tool helps preserve important keywords and product details, while the SalesDuo team can help automate updates within Amazon for larger catalogs.
Timeline: When This Takes Effect and What Happens Between Now and Then
Sellers still have time before July 27, but they should not wait until the last minute. Update titles, add Item Highlights, and review important ASINs before Amazonโs AI makes changes for you.
For large catalogs, manual updates can take too much time. Start with your best-selling ASINs, titles longer than 75 characters, parent-child listings, bundles, and products running active ads.
| Timeline Point | Detail |
|---|---|
| Announcement date | June 10, 2026 |
| Updated announcement | June 11, 2026 |
| Start date | July 27, 2026 |
| Rollout style | Gradual rollout, not all listings at once |
| Rollout period | Expected to continue through the end of 2026 |
| Seller opportunity | Sellers can update titles and Item Highlights before Amazon AI changes them |
| Brand owner review window | Brand owners get up to 14 days before implementation to review, modify, and approve AI suggestions |
This gives sellers time to act, but the window is short.
If your titles are already clean and under 75 characters, you may only need to add Item Highlights. If your catalog still uses long, keyword-heavy titles, start with your highest-revenue and highest-traffic ASINs.
The deadline is not far away. Sellers should use the time before July 27 to update titles, add Item Highlights, and review priority ASINs before Amazonโs AI applies its own version.
For bulk catalogs, manual updates are not practical. AI Creative Studio can help create compliant titles and Item Highlights at scale, while SalesDuo can support the upload and update workflow on Amazon.
What Happens If You Do Nothing
If sellers do nothing, Amazon may automatically apply AI-generated titles and Item Highlights.
Amazonโs AI will not rewrite the product from scratch. The suggestions are based on existing listing content and are designed to keep product information from being lost.
However, sellers may lose control over how that information is arranged.
| Area | What Sellers Risk Losing |
|---|---|
| Keyword priority | Important search terms may be moved out of the title |
| Product positioning | The title may not lead with the strongest selling point |
| Technical accuracy | Specs or compatibility details may be simplified incorrectly |
| Variation clarity | Parent and child titles may become unclear |
| Brand tone | AI wording may not match the brandโs style |
| Compliance review | Risky or unsupported claims may need seller review |
The issue is not that Amazon will remove all your product details. The real risk is that Amazon may choose a title structure that does not match your SEO strategy, brand voice, or catalog logic.
For example, Amazon may keep the product information but move your most important keyword out of the title. It may also miss which feature matters most for a specific variation or bundle.
That is why sellers should update titles and Item Highlights before the rollout reaches their listings.
What Are Item Highlights? Definition and Best Use Cases
Amazon Item Highlights are brief supporting details that sit alongside the shortened product title. Sellers can use up to 125 characters to add searchable information that may appear near the title in search results and on the product detail page.
Item Highlights are for useful product details that no longer fit well in the shorter 75-character title.
One key rule: sellers can add Item Highlights only when the product title is 75 characters or less. Amazon says sellers can keep their current titles until July 27, but they can also shorten titles and add Item Highlights before the deadline.
Use Item Highlights for:
- Materials
- Use cases
- Recommended age ranges
- Capacity
- Compatibility
- Key product specs
- Secondary features
- Supporting benefits
- Differentiators
- Included accessories
- Supported certifications
Examples of Item Highlights:
- Stainless Steel
- BPA-Free
- Fits a 33-inch sink base
- Includes Cutting Board and Colander
- 32 oz Capacity
- For Daily Hydration
- Compatible with MagSafe Cases
- Load Range G
- 14-Ply Tire Construction
Item Highlights should stay short. They should not read like full bullet points or long benefit statements.
Amazon Item Highlights affect both search visibility and shopper experience because they can appear in search results and on the product detail page.
| Page / Device | Display Behavior |
|---|---|
| Search results | Item Highlights appear below or near product titles |
| Product detail page | Item Highlights appear with or near the title |
| Mobile | Item Highlights appear directly below the title |
| Desktop | Item Highlights appear in the title area or near the title |
A simple rule is this: if the detail helps shoppers quickly identify or compare the product, it can go in Item Highlights. If it needs more explanation, it belongs in bullet points, product description, or A+ Content.
Item Highlights vs. Bullet Points: Whatโs the Difference?
Item Highlights are not the same as bullet points. They are separate, searchable fields that support shorter product titles.
Bullet points remain the main place to explain product benefits, features, use cases, and reasons to buy. For best practices, see our guide on optimizing Amazon bullet points.
| Item Highlights | Bullet Points |
|---|---|
| Short phrases | Full feature-benefit sentences |
| Appear near the title | Appear in the bullet section |
| Support shorter titles | Explain product value in detail |
| Searchable | Searchable and conversion-focused |
| Optional field | Standard listing content field |
| Best for specs, materials, use cases, and differentiators | Best for benefits, proof points, usage details, and objections |
| Monitored for restricted content | Must follow Amazon content guidelines |
For example:
Item Highlight:
BPA-Free, 32 oz, Leak-Resistant Lid
Bullet Point:
LEAK-RESISTANT DESIGN: Carry your 32 oz bottle to work, to workouts, or while traveling with a secure lid that helps prevent spills during everyday use.
The Item Highlight gives quick context. The bullet point explains why the feature matters.
Do not copy bullet points into Item Highlights. Also, do not use Item Highlights as a replacement for bullets. They have different jobs.
How to Write a 75-Character Title That Doesnโt Lose Ranking Power
A strong 75-character Amazon title should include the most important product identity details first.
SalesDuo recommends this structure:
Brand Name > Product Name with Keyword > Most Important Feature > Variation Details
This keeps the title clear for shoppers while protecting the most important search signals. For faster title creation, try our AI Amazon title generator tool.
| Title Element | Should It Stay in the Title? | Why |
|---|---|---|
| Brand name | Yes | Supports trust, recognition, and brand consistency |
| Product name | Yes | Tells shoppers what the item is |
| Primary keyword | Yes | Supports search relevance |
| Most important feature | Yes, if space allows | Helps shoppers compare products quickly |
| Size/color/pack/flavor | Yes, if variation-critical | Prevents confusion across child ASINs |
| Material | Sometimes | Keep only if it defines the product |
| Secondary features | Usually no | Move to Item Highlights or bullets |
| Accessories | Usually no | Move to Item Highlights unless bundle-critical |
| Long benefits | No | Move to bullets, description, or A+ Content |
Before and After Example
Here is a simple example using a generic water bottle listing.
Old Title:
AquaFlow Stainless Steel Insulated Water Bottle 32 oz with Leakproof Lid, BPA-Free, Double Wall Vacuum, Keeps Drinks Cold 24 Hours, For Gym, Travel, Hiking and School
This title is too long for the new 75-character limit. It includes the product type, size, material, lid features, safety details, insulation benefits, and use cases.
New 75-Character Title:
AquaFlow Insulated Water Bottle, Stainless Steel, Leakproof Lid, 32 oz
Item Highlight:
BPA-Free, Double Wall Vacuum, Keeps Drinks Cold 24 Hours, For Gym, Travel, Hiking
The new title keeps the brand name, main keyword, material, key feature, and size. The size is placed at the end to keep the title clean and easy to read. The Item Highlight includes extra details shoppers may still need, and Amazon can still search for them.
The goal is not to remove useful information. The goal is to move each detail to the right field.
Where Each Piece of Information Should Go Now
The biggest mistake sellers can make is trying to force the old long-title strategy into the new 75-character limit.
Instead, sellers should split listing content across the title, Item Highlights, bullets, description, and A+ Content.
| Information Type | Should Go In |
|---|---|
| Brand name | Title |
| Product name | Title |
| Primary keyword | Title |
| Most important feature | Title, if space allows |
| Size/color/pack/flavor | Title, if variation-critical |
| Material | Item Highlight, unless core to product identity |
| Use case | Item Highlight |
| Compatibility | Item Highlight or title if critical |
| Extra specs | Item Highlight |
| Secondary features | Item Highlight |
| Benefits | Item Highlights, Bullet Points, or Long Product Description |
| Longer explanation | Bullet Points / Long Product Description / A+ Content |
| Lifestyle story | A+ Content |
| Comparison details | A+ Content or product description |
| Proof points | Bullet Points or A+ Content |
| Backend keyword variants | Backend search terms, when relevant and compliant |
Think of your listing as a content hierarchy.
The title should identify the product. Item Highlights should add quick supporting details. Bullet points should explain the value. A+ Content should build greater trust and help shoppers make decisions.
This structure makes your listing easier for shoppers to read and easier for Amazonโs systems to understand.
How to Update Titles and Item Highlights: Manual, Bulk, and API Options
Sellers can update titles and Item Highlights manually, through bulk upload templates, or through API workflows.
The best method depends on catalog size, urgency, and technical resources.
| Method | Supported? | Best For | Notes |
|---|---|---|---|
| Manual listing edit | Yes | Small catalogs and urgent fixes | Good for checking a few ASINs |
| Enhance Listing interface | Yes | Reviewing AI suggestions | Useful for brand owner review |
| Bulk upload template | Yes | Large catalogs | Best for scaling title and Item Highlight updates |
| Category Listing Report | Yes | Existing SKU data review | Useful when working from current catalog data |
| API support | Yes | Technical teams and agencies | Best for structured catalog workflows |
| Bulk edit and select | Yes | Medium-size updates | Useful when Seller Central supports the field |
For large catalogs, start with the listings where title changes can most quickly affect revenue. Prioritize:
- Best-selling ASINs
- High-traffic ASINs
- Titles over 75 characters
- Parent-child variation families
- Bundle listings
- Products in active ad campaigns
This keeps the workflow focused on the listings with the highest business impact.
Manual Update Path
To update titles and Item Highlights manually in Seller Central, follow this path:
Manage All Inventory > Find Listing > Edit > View Enhancements
Manual updates are best for small catalogs, priority ASINs, spot checks, reviewing Amazon AI suggestions, and urgent title fixes.
Manual updates are not ideal for large catalogs. Rewriting hundreds of titles one by one can take too long and create inconsistent results.
Bulk Upload Workflow
For larger catalogs, bulk upload is usually the better option.
Sellers can download updated templates that include the new Item Highlights field.
The general process is:
- Go to Add Products.
- Click Spreadsheet.
- Download the spreadsheet for your category.
- Click Learn More under Update Product Details.
- Follow the template instructions.
- Add the revised title values.
- Add the new Item Highlight values.
- Submit the file through bulk upload.
Use the latest template. Older templates may not include the Item Highlights field.
API and Bulk Template Field Details
Both API and bulk uploads support titles and Item Highlights.
One observed technical field name for Item Highlights in bulk templates is:
title_differentiation[marketplace_id=XXXXXXXXXXX][language_tag=en_US]#1.value
This is useful for technical teams, feed teams, and agencies managing catalog updates at scale.
If listings are uploaded via feeds, use Category Listing Reports to work with existing SKU-level data. Add the revised 75-character title and Item Highlight values into the latest category template, then submit through bulk upload.
Before uploading, check that:
- Titles are 75 characters or fewer
- Item Highlights are under 125 characters
- Primary keywords are retained
- Variation details are accurate
- No unsupported claims are added
For larger catalogs, do not leave this until the last week before July 27. Use AI Creative Studio to create the revised title and Item Highlight drafts faster, then use SalesDuoโs catalog support to help move approved updates into Amazon.
Update Your Catalog Faster With AI Creative Studio
Rewriting one title is easy. Rewriting three hundred without losing your keyword rankings is not.
AI Creative Studio helps create 75-character title drafts and Item Highlights from your existing listing content, making it easier to preserve important keywords, specs, and product details.
This is where automation helps most. The tool speeds up content generation for large catalogs, while the SalesDuo team can support the Amazon update workflow once the drafts are reviewed and approved.
Try AI Creative Studio free โ
Parent/Child Variations and Bundle Listings: Special Cases
The 75-character cap applies to both parent and child titles.
Parent and child titles serve different purposes. Parent titles should describe the product family. Child titles should make the exact variation clear.
| Listing Type | Title Logic |
|---|---|
| Parent | Brand + product type + core feature |
| Child | Brand + product type + core feature + variation detail |
For parent-child listings, keep the parent title focused on the product family. Use child titles for variation details such as size, color, flavor, scent, pack count, or compatibility.
Bundle listings can also have their own titles and Item Highlights. For bundles, clarity matters more than keyword stuffing. Shoppers should quickly understand what is included and how many items they are buying.
A bundle title should clarify:
- That the product is a bundle or set
- What is included
- Quantity or pack count
- Main product type
- Key variation detail, if needed
For bundles, do not hide the quantity or included items. A shopper should not need to read the full bullet section to understand what they are buying.
Compliance and Risk: What NOT to Put in Item Highlights
Item Highlights are optional, but they are still monitored for restricted content.
Sellers should treat Item Highlights like any other customer-facing listing field. Keep them accurate, clear, and compliant.
Avoid putting the following in Item Highlights:
- Unsupported claims
- Medical claims
- Exaggerated claims
- Restricted terms
- Competitor names
- Misleading specs
- Promotional claims
- Warranty or guarantee claims, unless supported
- Claims that may trigger Seller Performance issues
Even short phrases can create compliance problems if they make claims that are inaccurate or not allowed.
If Amazonโs AI creates a title or Item Highlight that violates a policy, sellers may need to resolve it via the Seller Performance notification path.
Brand owners should use the review window carefully. Do not approve AI-generated changes without checking claim accuracy, restricted language, variation clarity, and keyword priority.
Who Can Make These Changes? Brand Registry Rules
Who can update titles and Item Highlights depends on the listing type and account permissions.
For Brand Registry ASINs, only the brand owner or approved Brand Representatives can edit the listing.
| Listing Type | Who Can Submit Changes |
|---|---|
| Non-Brand Registry ASIN | Anyone with the listing in their account may submit changes |
| Brand Registry ASIN | Only the brand owner or approved Brand Representatives can edit |
| Agency-managed account | The agency needs proper access and role permissions |
For Brand Registry ASINs, sellers should confirm that the right team members or Amazon SEO agency partners have access before starting bulk updates.
This matters because permission issues can delay updates close to the July 27 deadline.
Agencies should confirm:
- Brand Registry role permissions
- Marketplace access
- Feed upload permissions
- Listing edit permissions
- Approval workflow with the brand owner
- QA process before upload
A clean permission setup speeds up the update process and reduces last-minute errors.
Change History and Post-Update Review
After updating titles and Item Highlights, sellers should review the changes in Seller Central.
If Amazon applies AI-generated changes, sellers can check them here:
Manage All Inventory > View Change History
Sellers can still edit titles and Item Highlights later through Manage All Inventory.
After updating, review:
- Title and Item Highlight display
- Search result appearance
- Product detail page appearance
- Parent-child title clarity
- Claim compliance
- Keyword retention
- Any Amazon-applied changes in Change History
Before approving updates, confirm that the title is under 75 characters, the Item Highlight is under 125 characters, the primary keyword is retained, variation details are accurate, and no unsupported claims or restricted terms are included.
If Item Highlights do not show, confirm the update was saved, check Manage All Inventory, review Change History, and contact Seller Support if the saved update is still not visible.
What Sellers Should Do Before July 27, 2026
Sellers should treat this update as a catalog cleanup project, not a quick copywriting task.
The goal is to keep titles clear, compliant, and keyword-relevant while moving supporting details into the right fields.
Follow this action plan:
- Export your catalog.
- Identify all titles over 75 characters.
- Prioritize high-revenue and high-traffic ASINs.
- Rewrite titles using the 75-character structure.
- Move supporting details into Item Highlights.
- Review parent-child variation logic.
- Review bundle titles separately.
- Check Item Highlights for unsupported claims.
- Use bulk upload or API workflows for larger catalogs.
- Review Change History after updates go live.
The goal is not to make every title as short as possible. The goal is to make every title clear, accurate, searchable, and easy for shoppers to understand.
Sellers who act early will have more control over how their product information is organized. Sellers who wait may need to spend more time later reviewing and fixing AI-generated changes.
Conclusion
Amazonโs new 75-character title limit is a major change to listing structure, but sellers can manage it with the right workflow.
The most important shift is this: the product title should convey the core identity, while Item Highlights should provide supporting, searchable details.
To prepare before July 27, sellers should:
- Keep titles focused and under 75 characters.
- Move secondary details into Item Highlights.
- Keep full explanations in bullet points and A+ Content.
- Use bulk workflows for large catalogs.
- Review AI-generated suggestions before they go live.
- Check compliance before publishing.
This update is not just about shortening titles. It is about building cleaner, more structured listings that shoppers and Amazonโs systems can understand faster.
If your catalog has dozens or hundreds of long titles, now is the time to update them before Amazonโs rollout reaches your ASINs.
Need to update long titles before July 27? Use AI Creative Studio to create 75-character titles and Item Highlights faster, then work with SalesDuo to simplify the catalog update process.
FAQs
What is Amazonโs new 75-character title limit?
Amazonโs new 75-character title limit means product titles in most categories must be 75 characters or fewer, including spaces. To support shorter titles, Amazon is adding a searchable, visible 125-character Item Highlights field near the title.
When does the Amazon title limit change take effect?
The Amazon title limit change starts on July 27, 2026. The rollout is expected to happen gradually and continue through the end of 2026, so not all listings will be updated at the same time.
What are Amazon Item Highlights?
Amazon Item Highlights are short words or phrases that support the shorter product title. They can be up to 125 characters, are searchable, and can appear near or below the title in search results and on the product detail page.
Will Amazon automatically change my product titles?
Yes, Amazon may apply AI-generated titles and Item Highlights if sellers do not update listings before the rollout. The AI suggestions are based on existing listing content and are designed to preserve product information, but sellers may lose control over keyword priority, brand tone, and variation clarity.
Are Item Highlights the same as bullet points?
No. Item Highlights are short, searchable phrases that appear near the product title. Bullet points are longer feature-benefit statements that explain product value in more detail. Item Highlights do not replace bullet points.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
