Amazon title character limit: the 75-character rule

Amazon announced on its Seller Forums that starting July 27, 2026, titles in all categories except media must be 75 characters or less, including spaces. Before that, the title requirements Amazon introduced in January 2025 allowed up to 200 characters.

The 75 characters include everything in the title field: the brand name, spaces, punctuation and numbers. An accented letter counts as one character. Titles still over the limit after the deadline are gradually replaced by Amazon's AI-recommended titles, and brand owners get 14 days to review those suggested changes before they apply.

Amazon also added a separate field, Item Highlights, with 125 extra characters for details such as materials or recommended uses. That gives the information that used to pad long titles its own place.

The announcement names one exception: media, such as books, music and video, which keep their own title rules. It lists no other categories with a different number, and we have not found an official list that does. If the style guide for your category or marketplace in Seller Central shows a different limit, follow the style guide, because it is the rule your listing is checked against.

What does vary by category is what goes into the title and in what order. Category style guides tell you, for example, whether size, color, pack count or model number belong in the title. Read the style guide for your category before you rewrite a range, and check the news in Seller Central for your own marketplace, because the announcement was published on the US forums.

Amazon's title requirements, in force since January 21, 2025, still apply under the new length limit. The checker on this page tests the first three rules in the table.

Type or paste a title. The checker counts every character the way Amazon does, flags titles over 75, and lists banned characters and words used more than twice. Add the brand name if it contains one of the banned characters, so the checker leaves it alone.

A reliable order for most categories is brand, then product line or model, then product type, then the one attribute a shopper filters on, such as size, color or quantity. With 75 characters there is room for that and little else, so every word has to identify the product rather than sell it.

For a handful of products you can rewrite titles by hand. For a catalog, start with a list: export your Amazon titles, count their length (in a spreadsheet, the LEN function counts spaces too), and sort by the longest. Fix your best sellers first, because Amazon rewrites long titles itself if you don't, and its version may drop the words you rank on.

Keep the shorter title in the same place you keep the rest of your product data, so the next export, translation or marketplace uses it too. A title rewritten only in Seller Central drifts away from your other channels.