Amazon Cut Titles to 75 Characters. Here Is What Survives.

On 27 July 2026, Amazon capped product titles at 75 characters, including spaces, across every category except Media. A separate item highlights field, holding up to 125 characters and indexed for search alongside the title, followed in August.

If you wrote your titles under the old budget — commonly 150 to 200 characters — they did not gracefully shorten. They got cut.

What the cut actually does

Take a title written the way most of them were:

HydroPeak Premium Quality Stainless Steel Double Wall Vacuum Insulated Water Bottle, 750ml Leak Proof Sports Flask, Keeps Drinks Cold 24 Hours, BPA Free, Gym Hiking Travel

That is 171 characters. Here is the first 75:

HydroPeak Premium Quality Stainless Steel Double Wall Vacuum Insulated Wate

It stops mid-word. More importantly, look at what is gone: the capacity, the leak-proof claim, the 24-hour benefit, the use cases. And look at what survived — five adjectives and a truncated noun. The surviving title does not even say it is a bottle.

That is not an unusual example. It is what happens to any title that front-loads brand and adjectives and pushes the substance to the back, which is how nearly everyone was taught to write them.

Why this happened

The old title field was doing too many jobs. It was the headline a buyer read, and it was also where sellers dumped every keyword they wanted indexed. Those two purposes fight each other, and the keyword dump was winning.

Splitting the field resolves that: 75 characters for the thing a human reads, 125 more in item highlights for detail that still needs to be searchable. Both are indexed. Neither takes priority over the other.

What Amazon does if you ignore it

This is the part that makes it urgent rather than routine. Amazon has said it will replace over-length titles with its own generated recommendations, with a review window for brand owners — reported as 14 days — before changes apply automatically. Listings stay active during the process.

So the choice is not "rewrite or keep my long title". It is "rewrite, or let a machine pick which 75 characters represent your product".

How to choose your 75

Four things usually earn the space, in roughly this order:

1. Brand. Once. Not twice.
2. What the thing actually is. The noun a person would use.
3. The one number that matters. Capacity, size, count, wattage — whichever governs the buying decision.
4. The single differentiator. The reason to pick you rather than the listing beside you.

Everything else goes to item highlights. Rewriting the example on that basis:

HydroPeak 750ml Insulated Water Bottle, Cold 24 Hours, Leak Proof

That is 65 characters. It says what it is, how big it is, what it does and why it is different — and it survives intact.

The remainder moves into item highlights, where it is still indexed:

Double-wall vacuum stainless steel. BPA free. Fits a standard cup holder. Built for the gym, hiking and travel.

Two mechanical rules that bite

While you are in there:

• No word more than twice, excluding articles, prepositions and conjunctions. Repetition never worked as a ranking tactic; now it is also a policy problem in a field with no room for waste.
• No special characters such as !, $ or ?, unless they are part of the brand name.

Check your own

We built a tool for this on the listing SEO page. Paste in a title and it shows you the character count, exactly where the 75-character cut lands, which words you have used more than twice, and any disallowed characters. It runs entirely in your browser and sends nothing anywhere.

It will not tell you whether you kept the right 75 characters. That is a judgement call, and it is the part worth paying attention to.

What to do this week

Pull your catalogue, sort by title length, and start at the top. Anything over 75 characters is currently displaying truncated and is in the queue for automatic replacement.

The listings to fix first are not your longest titles. They are your best sellers with long titles — because that is where the truncation is costing you the most and where a generated replacement would do the most damage.