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Amazon · product titles and Item Highlights

How do you write an Amazon product title that gets noticed — even when shoppers only see the beginning?

Amazon has cut product titles to 75 characters, but added a new field: Item Highlights, with 125 characters. In many search results, especially on phones, both are cut even shorter.

That gives you something new: two places to show your product’s most important benefits in the very first words.

We’ll show you how to use both fields so shoppers instantly see what can make them click — instead of details that vanish behind an ellipsis.

Check your title for free

No sign-up, no email address

Search results on a phone

Three similar products. Which one would you tap?

Cut off by accident

Vexora Wireless Bluetooth 5.3 Sports Ear…

No second line: the title is too long

Second line opens with filler

Lumtek In-Ear Bluetooth Earbuds, Black

High quality and mod…

Two beginnings, written on purpose

SonicPeak Air S3 ANC Earbuds, 48 h Batte…

IPX5 for rain and wo…

Illustration, brands invented. This is where the Amazon app cut the text in our own tests: titles after about 30–46 characters, Item Highlights after about 20.

Amazon reads the whole text. Shoppers often see only the beginning. And they decide what to click.

Which title problem brought you here?

Amazon shortened or changed my title.Find out what may have happened and how to take back control of your listing.Seller Central won’t accept my new title.See how to split the information between the title and Item Highlights.I’m adding a product and want to use both fields well.See where to start and what goes at the beginning of each line.

Chapter 1 · 75-character limit

How do you write a good Amazon product title — when the old one had 200 characters and the new one can only have 75?

First, briefly: what Amazon changed and what it means for your listings.

75

characters in the title

The limit since July 27, 2026 in every category except media. Brand, spaces and commas all count.

125

characters of Item Highlights

The new field right below the title. Shoppers see it in search results, and Amazon’s search takes it into account.

14

days to respond

Amazon’s AI rewrites titles that are too long. The brand owner has 14 days to review the change. If nothing happens, Amazon’s version stays.

Where shoppers see everything — and where only the beginning

Today the title and Item Highlights are two lines — on phones and on desktop. Shoppers see them in full only on the product page and in some lists. Everywhere else they get cut.

Product page and some lists

Titlefull: 75 characters
Item Highlightsfull: 125 characters

Search results in the Amazon app

Titleapprox. 30–46 of 75
Item Highlightsapprox. 20 of 125
visiblevisible depending on screencut offApp figures: our own tests. Amazon itself says the number of visible characters depends on the screen and settings.

Note: Item Highlights only appear when the title is within the limit. A title that’s too long gets no second line at all.

984 million+titles have already been updated by sellers since June 2026. That’s Amazon’s own figure.

What happens if you leave the title to Amazon

  1. The title is over 75 characters
  2. Amazon’s AI rewrites it — gradually, listing by listing
  3. The listing stays live, so the change often goes unnoticed

If nobody has touched your title yet, that doesn’t mean it’s safe — it’s just waiting its turn.

Seller Central won’t accept your new title?

Check two things first:

  1. Length: 75 characters at most, including brand and spaces.
  2. Characters and words that Amazon’s rules don’t allow.

The checker in chapter 3 shows both. And whatever doesn’t fit in the title doesn’t have to go — it can move to Item Highlights.

Where can you see what Amazon changed?

In Seller Central:

  1. Open Review Listings Changes.
  2. You’ll see the ASINs Amazon edited: its version next to yours.
  3. Accept each change or replace it with your own version.

You can also export your current titles and compare them with your last upload: the “Last Updated” column shows whether a change came from you or from Amazon.

A long title never guaranteed that shoppers would see the most important information. The two new fields let you put it right at the start — as long as you know what goes where.

Chapter 2 · Two beginnings

How do you fit more selling points into a shorter Amazon title?

You used to have one beginning to catch a shopper’s interest. Now that Amazon shows both fields, you have two separate beginnings.

Title49 / 75

SonicPeak Air S3 ANC Earbuds, 48 h Battery, Black

The first words say what it is and what sets it apart. That stops the scroll.

Item Highlights74 / 125

IPX5 for rain and workouts, USB-C charging, case included, 3 ear tip sizes

The first words answer the shopper’s biggest doubt. That earns the click.

usually visible in phone search resultsvisible on the product page; also counts for search

That way you can show two key selling points before the text is cut. The keywords you rank for aren’t lost: they move to Item Highlights, because search reads both fields.

The title starts with what stops the scroll

Up front: the product, what sets it apart, and the phrase shoppers actually type. Not the internal name from your catalog.

Item Highlights start with the answer

Up front: the answer to the question that holds back the click — size, material, quantity, fit. Not leftovers from the old title.

Every keyword stays

Keywords move between the fields. Only dead weight goes: repetition, keyword stuffing and banned terms.

By the rules

Length, banned characters and words, repetition, capitalization — following each marketplace’s rules.

It’s not a guarantee of more clicks. It’s a concrete method that raises the odds that shoppers take an interest in your product.

The trap: a title cut in half

The easy way is to cut the old title at 75 characters and paste the rest into Item Highlights. But then the second line starts with a random fragment. Instead of a second selling point, you get the leftovers of the first.

Old title · 98Vexora Wireless Bluetooth 5.3 In-Ear Sports Earbuds with Microphone, IPX5 and Charging Case, Black

Cut in half

Title · 73Vexora Wireless Bluetooth 5.3 In-Ear Sports Earbuds with Microphone, IPX5

Item Highlights · 24and Charging Case, Black

What shoppers see in phone search results:

Vexora Wireless Bluetooth 5.3 In-Ear Spo…

and Charging Case, B…

The second line starts with “and Charging…”

Two beginnings

Title · 65Vexora Sports Earbuds In-Ear Bluetooth 5.3 with Microphone, Black

Item Highlights · 63For running and the gym, IPX5, charging case included, wireless

What shoppers see in phone search results:

Vexora Sports Earbuds In-Ear Bluetooth 5…

For running and the…

The second line starts with a selling point. Every keyword is still there.

Illustration, brand invented.

Compliant isn’t the same as selling

A compliant title protects you from being rewritten. A title that sells wins the tap in the second a shopper scans the screen.

Shoppers scan, they don’t read

Up front: what the product is, who it’s for and what makes it different. On a phone, only the beginning is visible.

Right after the brand: the shopper’s need

For smaller brands, the main keyword or the benefit often wins the click more than the brand name. Answer the key buying question in the visible part: size, quantity, compatibility, material.

Specifics sell

Concrete words like “waterproof”, “BPA-free” or “400 thread count” reduce hesitation. Vague words like “amazing” or “premium” don’t — and they risk the ban on promotional language.

The flywheel

Clearer titleMore clicksHigher conversionBetter organic rank

It works the other way too: lots of traffic with low conversion reads to Amazon as poor relevance.
Check your title for free

Chapter 3 · Checker and rules

How do you write a good Amazon product title — and use the extra 125 characters in Item Highlights?

Check your title, see what Amazon does with a long one, and use the rules we write our own titles by.

Check your title

Paste your title and, if you have them, your Item Highlights, then pick the marketplace. The checker counts the characters and flags every rule the text breaks. It runs in your browser: nothing is stored or sent.

The checker shows what’s wrong. A new version is the next step: we’ll rewrite your first 3 titles for free.

See what Amazon does with a long title

First a hard cut at 75 characters, then the same keywords split across two fields.

Prefer to listen? Two and a half minutes: what changed and how to build a title that lasts. Download the video (MP4)

Not sure yet what to do with your titles?

Sign up for a free 8-minute presentation. We’ll show you where to see what Amazon changed in your listings and how to use both fields.

Sign up for the presentation

A working formula for 75 characters

Brand + primary keyword + one differentiator + size or variant. Rough budget: brand about 12 characters, primary keyword about 20, differentiator about 20, size or count the rest. Everything counts: brand, spaces, punctuation, units.

  • Numbers and units: digits and abbreviated units; separate two units with a slash (2.7 kg/6 lb).
  • Bundles and multipacks: state the count (“Pack of 2”, “Set of 6”); a bundle needs its own UPC/MPN.
  • Parent and child: size and color go in the variant (child) title; the main (parent) title stays general.

What’s allowed and what isn’t

Allowed or required

  • Up to 75 characters including spaces (non-media).
  • Brand name first, exactly as registered.
  • Numerals (“2”, not “two”) and abbreviated units (mm, ml, kg, lb).
  • Punctuation: hyphen -, slash /, comma, period, ampersand &, parentheses.
  • Symbols ~ # < > * only as an identifier (“Style #4301”) or a measurement (“<10 lb”).

Not allowed

  • The characters ! $ ? _ { } ^ ¬ ¦ unless part of the brand name.
  • Emojis, decorative symbols, and ® © ™.
  • ALL-CAPS words (acronyms and brand names excepted).
  • The same word more than twice (articles, prepositions and conjunctions excepted; the brand counts).
  • Promotional or subjective claims: “best”, “best seller”, “free shipping”, “100%”, “sale”.
  • Price, availability, seller or contact details, HTML.

Capitalization by marketplace

Titles must be in the marketplace’s language and capitalized by that language’s rules — not carried over from English.

MarketplaceRuleExample
EN (.com, .co.uk)Title Case: capitalise each major word; short articles, conjunctions and prepositions (under 5 letters) in lower case. No ALL-CAPS.Stainless Steel Water Bottle with Lid
DE (.de)Capitalise all nouns (German grammar) and adjectives from proper nouns; verbs and most adjectives in lower case unless first.Edelstahl Trinkflasche mit Deckel
FR (.fr)Sentence case: first word, proper nouns and brand only.Bouteille isotherme en acier inoxydable
IT (.it)Sentence case: first word and proper nouns only.Bottiglia termica in acciaio inox
ES (.es)Sentence case: first word and proper nouns only.Botella térmica de acero inoxidable
NL (.nl)Sentence case: first word and proper nouns; brand as registered.Roestvrijstalen thermosfles met deksel
PL (.pl)Sentence case: the first word, proper nouns and brands capitalised; everything else in lower case. No ALL-CAPS.Butelka termiczna ze stali nierdzewnej z pokrywką

The title formula for your category

Amazon’s recommended order per category, inside 75 characters. The brands in these examples are invented.

Furniture & Garden
Put first
Material, dimensions, weather resistance, piece count
Avoid
Subjective adjectives, variation in parent
Before125

Verano Beautiful Luxury Garden Sofa Set Best Quality Outdoor Furniture for Patio, Balcony and Garden - Amazing Comfort, Sale!

After52 / 75

Verano Loft 3-Seat Acacia Wood Garden Sofa, Charcoal

Item Highlights103 / 125

Weather-resistant oiled acacia, removable cushion covers, seats 3, 180 x 65 x 78 cm, tool-free assembly

Furniture & Garden: a 125-character title split into a compliant 52/75 title plus 103/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 125 CHARS 75-CHAR CAP Title 52 / 75 ✓ Brand · Style/Collection · Size · Material · Product Type · Color Item Highlights 103 / 125 ✓ materials · specs · extra keywords
Visual: a garden-furniture title split into a 75-char title + 125-char Item Highlights.
Clothing / Apparel
Put first
Department (gender), item type
Avoid
Generic terms (“shirt”), vendor name, brackets in color
Variations
Size and color go in the child title; keep the parent generic.
Before120

Kestrel & Co BEST SELLING Shirt Sweater Pullover Jumper for Men Women Boys Girls - Premium Quality, All Sizes Available!

After59 / 75

Kestrel & Co Merino Wool Crew Neck Sweater for Men, Navy, L

Item Highlights83 / 125

Mid-weight 12-gauge knit, machine washable, ribbed cuffs and hem, fits true to size

Clothing / Apparel: a 120-character title split into a compliant 59/75 title plus 83/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 120 CHARS 75-CHAR CAP Title 59 / 75 ✓ Brand · Department · Item Type · (Material) Item Highlights 83 / 125 ✓ materials · specs · extra keywords
Visual: parent vs child apparel titles — where size and color belong.
Consumer Electronics
Put first
Brand, model #, compatibility
Avoid
Marketing words; model # at the start; color unless it’s a feature
Before135

SonicPeak Wireless Bluetooth Earbuds BEST Noise Cancelling Headphones with Premium Sound Quality, Free Shipping, Gift for Men & Women!!

After66 / 75

SonicPeak Air S3 Wireless Earbuds with Noise Cancelling Mic, Black

Item Highlights93 / 125

Bluetooth 5.3, 48 h playtime with charging case, IPX5 water resistance, touch controls, USB-C

Consumer Electronics: a 135-character title split into a compliant 66/75 title plus 93/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 135 CHARS 75-CHAR CAP Title 66 / 75 ✓ Brand · Series · Model · Form Factor · “with” feature · (Color) Item Highlights 93 / 125 ✓ materials · specs · extra keywords
Visual: one overstuffed Electronics title split into a 75-char title + 125-char Item Highlights.
Beauty & Personal Care
Put first
Volume, shade, skin/hair type
Avoid
Company info, drug/cure claims
Before127

Lumessa MIRACLE Anti-Aging Lipstick - Cures Dry Lips Instantly! Best Beauty Product 2026, Free Gift Inside, lumessa.example.com

After55 / 75

Lumessa Velvet Matte Lipstick, Shade 04 Rosewood, 3.5 g

Item Highlights89 / 125

Matte finish, vitamin E and jojoba oil formula, cruelty-free, suitable for sensitive lips

Beauty & Personal Care: a 127-character title split into a compliant 55/75 title plus 89/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 127 CHARS 75-CHAR CAP Title 55 / 75 ✓ Brand · Product Line · Key Attribute (Shade/Volume) Item Highlights 89 / 125 ✓ materials · specs · extra keywords
Visual: shade and volume inside 75 chars — claims moved out of the title.
Health / OTC
Put first
Count, strength, form
Avoid
Drug claims, “FSA/HSA eligible”
Before109

NordVita Vitamin D3 - CURES Colds and Flu, FSA/HSA Eligible, Doctor Recommended #1 Best Supplement, Buy Now!!

After47 / 75

NordVita Vitamin D3 Softgels, 2000 IU, 90 Count

Item Highlights101 / 125

One softgel daily, supports normal immune function, gluten-free, no artificial colors, 3-month supply

Health / OTC: a 109-character title split into a compliant 47/75 title plus 101/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 109 CHARS 75-CHAR CAP Title 47 / 75 ✓ Brand · Product · Form · Strength/Count Item Highlights 101 / 125 ✓ materials · specs · extra keywords
Visual: strength and count up front — a compliant supplement title.
Toys & Games
Put first
Age range, piece count
Avoid
Promotional language
Before127

BrickForge AMAZING Castle Building Blocks Set Best Educational Toy for Kids Boys Girls Children Toddlers - Super Fun Gift Idea!

After63 / 75

BrickForge Castle Adventure Building Set, Ages 6-12, 480 Pieces

Item Highlights117 / 125

Includes 4 knight minifigures, drawbridge and tower modules, compatible with major brick brands, storage box included

Toys & Games: a 127-character title split into a compliant 63/75 title plus 117/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 127 CHARS 75-CHAR CAP Title 63 / 75 ✓ Brand · Item Name · Age Range · Piece Count Item Highlights 117 / 125 ✓ materials · specs · extra keywords
Visual: age range and piece count inside 75 chars — no promo needed.
Home & Kitchen
Put first
Material, capacity, quantity
Avoid
Promo, over-stuffing
Before109

Kavella Premium Dinner Plates Set, Beautiful Plates for Home Restaurant Hotel, Best Plates on Sale Now $29.99

After59 / 75

Kavella Terra Stoneware Dinner Plates, Set of 6, Sage Green

Item Highlights94 / 125

27 cm diameter, dishwasher and microwave safe, chip-resistant reactive glaze, stackable design

Home & Kitchen: a 109-character title split into a compliant 59/75 title plus 94/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 109 CHARS 75-CHAR CAP Title 59 / 75 ✓ Brand · Line/Pattern · Material · Product Type · Quantity · Color Item Highlights 94 / 125 ✓ materials · specs · extra keywords
Visual: material, quantity and color in order — a clean kitchen title.
Bedding / Sheets
Put first
Thread count, material, size
Avoid
Promo
Before127

Soveren Luxury Hotel Quality Bed Sheets Softest Sheets Ever 100% Satisfaction Guaranteed, Fits All Beds, Sale Price Today Only!

After66 / 75

Soveren Herringbone 400 Thread Count Cotton Queen Sheet Set, White

Item Highlights113 / 125

Long-staple cotton sateen, deep pockets fit 40 cm mattresses, includes flat sheet, fitted sheet and 2 pillowcases

Bedding / Sheets: a 127-character title split into a compliant 66/75 title plus 113/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 127 CHARS 75-CHAR CAP Title 66 / 75 ✓ Brand · Pattern · Thread Count · Material · Size · Type · Color Item Highlights 113 / 125 ✓ materials · specs · extra keywords
Visual: thread count, material and size in order — inside 75 chars.
Pet Supplies
Put first
Size/weight, flavor, life-stage
Avoid
Claim stacking
Before126

Tassu Best Dog Food Vet Approved Healthiest Choice Cures Allergies Itching Bad Breath for All Dogs Puppies Seniors, Free Bowl!

After60 / 75

Tassu Dry Dog Food for Large Breeds, Chicken and Rice, 12 kg

Item Highlights93 / 125

High-protein adult formula, no wheat or soy, omega-3 for skin and coat health, resealable bag

Pet Supplies: a 126-character title split into a compliant 60/75 title plus 93/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 126 CHARS 75-CHAR CAP Title 60 / 75 ✓ Brand · Product · Size · Flavor/Features · Quantity Item Highlights 93 / 125 ✓ materials · specs · extra keywords
Visual: life-stage, flavor and weight in a compliant pet-food title.
Grocery
Put first
Size, flavor, count
Avoid
Health/promo claims
Before123

Mielaro SUPERFOOD Honey Boosts Immunity Cures Sore Throat Weight Loss Miracle, Healthiest Natural Sweetener, Limited Offer!

After59 / 75

Mielaro Organic Wildflower Honey, Raw and Unfiltered, 500 g

Item Highlights87 / 125

Single-origin, unpasteurized, no added sugar, amber glass jar, ideal for tea and baking

Grocery: a 123-character title split into a compliant 59/75 title plus 87/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 123 CHARS 75-CHAR CAP Title 59 / 75 ✓ Brand · Product · Flavor/Variety · Size/Count Item Highlights 87 / 125 ✓ materials · specs · extra keywords
Visual: variety and size in order — health claims out of the title.
Sports & Outdoors
Put first
Size, material
Avoid
Promo
Before120

Alpinor Professional Trekking Poles Hiking Sticks Walking Poles Nordic Poles - #1 Choice of Champions, Unbeatable Price!

After67 / 75

Alpinor Trekking Poles with Quick-Lock, Adjustable 65-135 cm, Black

Item Highlights102 / 125

7075 aluminum shafts, cork grips, tungsten carbide tips, includes mud and snow baskets, 240 g per pole

Sports & Outdoors: a 120-character title split into a compliant 67/75 title plus 102/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 120 CHARS 75-CHAR CAP Title 67 / 75 ✓ Brand · Product Type · Key Feature · Size/Color Item Highlights 102 / 125 ✓ materials · specs · extra keywords
Visual: key feature and size range inside 75 chars.
Baby
Put first
Age range, safety, battery info
Avoid
Unverified safety claims
Before123

Nuvoletta Baby Sleep Sack 100% Safe Prevents SIDS Doctor Approved Safest Choice for Newborn Infant Toddler, Award Winning!!

After54 / 75

Nuvoletta Baby Sleep Sack, 6-12 Months, 1.0 TOG Cotton

Item Highlights92 / 125

Breathable cotton, two-way zip for night changes, roomy leg design, machine washable at 40 C

Baby: a 123-character title split into a compliant 54/75 title plus 92/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 123 CHARS 75-CHAR CAP Title 54 / 75 ✓ Brand · Product · Age/Size · Key Feature Item Highlights 92 / 125 ✓ materials · specs · extra keywords
Visual: age range and TOG rating in the title — safety claims out.
Office Products
Put first
Count, dimensions
Avoid
Promo
Before125

Skriva Premium Gel Pens Best Pens for Writing Pens for School Office Home - Smooth Writing Experience Guaranteed, Top Seller!

After56 / 75

Skriva Gel Pens 0.5 mm Fine Point, Black Ink, Pack of 12

Item Highlights101 / 125

Quick-dry ink, smooth low-drag tip, comfort rubber grip, refillable, suitable for left-handed writers

Office Products: a 125-character title split into a compliant 56/75 title plus 101/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 125 CHARS 75-CHAR CAP Title 56 / 75 ✓ Brand · Product Type · Size · Count Item Highlights 101 / 125 ✓ materials · specs · extra keywords
Visual: point size and pack count in order — a clean office title.
Tools & Home Improvement
Put first
Model, spec, size
Avoid
Promo
Before130

Ferrox POWERFUL Angle Grinder Heavy Duty Professional Grade Best in Class Cuts Everything Metal Wood Stone Tile, Warranty 5 Years!

After47 / 75

Ferrox FX-750 Angle Grinder, 125 mm Disc, 750 W

Item Highlights89 / 125

11000 rpm no-load speed, side handle and guard included, spindle lock, M14 thread, 1.9 kg

Tools & Home Improvement: a 130-character title split into a compliant 47/75 title plus 89/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 130 CHARS 75-CHAR CAP Title 47 / 75 ✓ Brand · Model · Product Type · Size · Power/Spec Item Highlights 89 / 125 ✓ materials · specs · extra keywords
Visual: model, size and power spec — the tool title formula in action.
Automotive
Put first
Fitment, part #
Avoid
Promo
Before116

Vektra Cabin Air Filter Universal Fits All Cars BMW Audi Toyota, Best Price Fast Free Shipping Buy Now, Order Today!

After54 / 75

Vektra VK-2214 Cabin Air Filter for Golf 7 (2012-2020)

Item Highlights105 / 125

Activated carbon layer against dust and pollen, direct-fit replacement, recommended change every 15000 km

Automotive: a 116-character title split into a compliant 54/75 title plus 105/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 116 CHARS 75-CHAR CAP Title 54 / 75 ✓ Brand · Part # · Product · “for” vehicle/OEM Item Highlights 105 / 125 ✓ materials · specs · extra keywords
Visual: fitment-first Automotive title — part number and vehicle inside 75 chars.
Industrial & Scientific
Put first
Model, spec, dimensions
Avoid
Promo, over-stuffing
Before128

Kalibra Digital Caliper PROFESSIONAL Precision Measuring Tool, Best Accuracy Guaranteed, Bulk Orders: orders@kalibra.example.com

After58 / 75

Kalibra KL-200 Digital Caliper, 0.01 mm Resolution, 150 mm

Item Highlights96 / 125

Stainless steel, IP54 splash protection, mm and inch modes, data hold, includes case and battery

Industrial & Scientific: a 128-character title split into a compliant 58/75 title plus 96/125 Item Highlights BEFORE — 1 OVERSTUFFED TITLE 128 CHARS 75-CHAR CAP Title 58 / 75 ✓ Brand · Model · Product Type · Key Spec · Size Item Highlights 96 / 125 ✓ materials · specs · extra keywords
Visual: model and key spec up front — a compliant industrial title.
Books / Media
Put first
Author, format, edition
Exempt
No 75-character cap for media — every other title rule still applies.
Before127

THE SILENT HARBOR - Bestseller Mystery Thriller Novel, Best Book of the Year, Perfect Gift, 5-Star Rated, Free Bookmark Inside!

After55 / 75

The Silent Harbor by Anna Reval, Paperback, 2nd Edition

Books / Media: exempt from the 75-character cap; every other title rule still applies MEDIA TITLE — EXEMPT FROM THE 75-CHAR CAP NO 75-CHAR CAP ✓ STILL NOT ALLOWED ✕ promo words ✕ ALL-CAPS ✕ ! $ ? _
Visual: why media titles are exempt from the 75-char cap — and which rules still apply.

Quick checklist

Do

  • Lead with the brand, then the primary keyword, inside 75 characters.
  • Follow the official order: brand, type, attribute, color, size, model.
  • Fill Item Highlights with materials, uses and secondary keywords.
  • Use the capitalization of each marketplace’s language.
  • Put size and color in the variant (child) titles; keep the main (parent) title general.
  • Start with your highest-revenue ASINs: your bestsellers have the most ranking to lose.

Don’t

  • Use forbidden characters, emojis or ALL-CAPS.
  • Add promo words, price, availability or contact details.
  • Repeat any word more than twice (the brand counts).
  • Keyword-stuff, or let Amazon’s AI rewrite your bestsellers.
  • Leave Item Highlights empty.
  • Assume the old per-category length caps still apply.

Sources: Amazon Seller Central title update announcement and Seller News (July 29, 2026); “Answers to your product title update questions” in the Amazon seller forums (August 2026, the 984 million figure); Amazon title policy on special characters and word repetition; Amazon category style guides. Amazon is a trademark of Amazon.com, Inc. or its affiliates; NetAnaliza is not affiliated with Amazon.

Chapter 4 · Service and price

Would you rather we wrote them for you?

A title that’s too long will be rewritten either way. The only question is who does it — and how much of your wording survives.

  1. Leave it to Amazon’s AI

    It works from one template and writes for the rule, not for your sales. You only see what survived afterwards.

  2. Hand it to us: LATO

    We build every title from your data and the phrases shoppers type. Before delivery, each one passes a full rules check.

You run your business, we write the titles. Marketplace rules, character counts, word choice and order, 125 characters of Item Highlights — it’s what we do every day. You get a spreadsheet ready to upload, or we upload the titles for you.

How a LATO title is built

How a LATO title is built LATO (LUKO Amazon Title Optimization). A bed-linen title of 127 characters is rebuilt for one marketplace and one buyer: LATO analyses the product, who uses it, real search terms, where the title appears and the category, then places every word by buying intent. The result is a 72 of 75 character title plus 124 of 125 characters of Item Highlights, checked against the marketplace rulebook and machine-verified before delivery. 75 LATO · LUKO AMAZON TITLE OPTIMIZATION How a LATO title is built 01 · YOUR CURRENT TITLE — OVER THE LIMIT 127 Soveren Luxury Hotel Quality Bed Sheets Softest Sheets Ever 100% Satisfaction Guaranteed, Fits All Beds, Sale Price Today Only! 02 · WHAT WE ANALYSE — BEFORE A SINGLE WORD product buyer search terms placement category WRITING FOR AMAZON.COM A US shopper replacing sheets on a Queen bed: size, feel, and what is in the box. 03 · WORDS PLACED BY BUYING INTENT → title → Item Highlights removed — not allowed Soveren Herringbone 400 Thread Count Cotton Queen Deep Pocket long-staple sateen 40 cm pockets flat + fitted 2 pillowcases Luxury Softest Ever 100% Guaranteed Sale Today Only TITLE 72 / 75 Soveren Herringbone 400 Thread Count Cotton Queen Sheet Set, Deep Pocket what this buyer checks first, in the order she scans ITEM HIGHLIGHTS 124 / 125 Breathable long-staple cotton sateen, deep pockets fit 40 cm mattresses, includes flat sheet, fitted sheet and 2 pillowcases written for amazon.com — not translated into it 04 · MARKET RULEBOOK Forbidden characters Banned phrases per language Word repetition limit Capitalisation per marketplace Parent and child order 05 · MACHINE-VERIFIED If it doesn’t pass, it doesn’t ship. 06 · READY FILE Upload-ready sheet — or via SP-API. netanaliza.com
One title, one marketplace, one buyer. Example: a 127-character bed sheet title rebuilt — 72 of 75 characters in the title and 124 of 125 in Item Highlights. Brand invented.

We’ll rewrite your first 3 titles for free

Send us 3 titles. We’ll rewrite each one to 75 characters, keep the keywords you rank for and fill in Item Highlights. You see the work before you pay for anything.

Send 3 titles

Whole catalog? See your price

LATO · Get your price

How many products (SKUs) do you have?

Pick the range that fits your catalog. Not exact — just the bracket.

What happens after you order

  1. Order and pay

    In the calculator you pick the number of products and how we should work, then go through secure checkout.

  2. Send your materials

    You get a short form: your product list (a simple spreadsheet), your marketplaces and your decision on account access.

  3. We rewrite the titles

    Titles up to 75 characters, Item Highlights up to 125, every keyword kept, every title checked.

  4. You get everything ready

    A spreadsheet to paste into Seller Central — or we upload for you if you give us access. Access is optional.

Delivery times

48 hoursup to 150 SKUs
4 working days151–1,500 SKUs
7 working days1,501–5,000 SKUs

Counted from your order and payment and from when we receive the materials we need for the work. Over 5,000 SKUs: by agreement.

  • Scope: title and Item Highlights only.
  • No refunds: this is work we do for you — that’s why your first 3 titles are free.

Who does the work

LATO is run by Łukasz Koronczok and the NetAnaliza team. He has been selling and advertising on Amazon since 2009, across 9 marketplaces, has managed campaigns with budgets of over €75,000 a month and has optimized more than 75,000 product titles.

2009

on Amazon since

75,000+

product titles optimized

9

Amazon marketplaces

€75,000+

monthly PPC budget managed

5.0 on Google (5 reviews) · 7 of 7 recommend on Facebook · 5.0 on Oferteo (5 reviews)

“I took his PPC course, which turned out to be a great source of knowledge – the concrete examples and practical advice really made a difference. […] If you want to grow your sales on Amazon, Łukasz is the person to work with!”

— Jacek Z., Google review

“I received valuable tips and concrete proposals for action that will help us develop our account even further.”

— Monika G., Google review

Reviews translated from Polish.

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Questions

Questions sellers ask

How many characters can an Amazon product title have?

Since July 27, 2026, at most 75 characters including spaces, in every category except media. The brand and every space count toward the limit.

What is the Item Highlights field?

A new field of up to 125 characters, shown below the title. Amazon’s search reads it. It suits material, use, size or what’s in the box — and it shouldn’t repeat the title word for word.

Which marketplaces does the 75-character limit apply to?

All Amazon marketplaces except Saudi Arabia, Egypt, Türkiye and the UAE. Media products (books, music, video) are exempt.

How much of my title does a shopper actually see?

Amazon says it depends on screen size and settings. In our own tests in the Amazon app, titles were cut after about 30–46 characters and Item Highlights after about 20; on desktop we saw anything from about 25 characters in a category carousel to over 110 in a Best Sellers list. You don’t choose the view, so the most important words have to come first in each field.

Will Amazon change my title automatically?

Yes. Amazon gradually rewrites titles that are too long with its own AI. The listing stays live, and the brand owner has 14 days in Review Listings Changes to review, edit or approve each change.

Amazon changed my title. Can I change it back?

Usually, yes. Open Review Listings Changes in Seller Central, find the listing and submit your own version. If it meets the rules — 75 characters at most, no banned characters or words — it stands. If you do nothing, Amazon’s version stays.

Amazon’s version reads fine. Should I just leave it?

It reads fine because it was written to fit a rule, not to sell your product. The AI keeps what it recognizes — brand, product type, size — and can drop what it can’t place: the differentiator, the variant, the words your shoppers type. We have also seen an AI rewrite that gave the wrong size.

My title is already under 75 characters. Do I need to do anything?

Amazon won’t rewrite that title, because length is the trigger. But a short old title usually predates Item Highlights, so that field is probably empty. That’s where the quickest gain is right now.

I filled in Item Highlights but nothing shows. Why?

Usually because the title is still too long. Item Highlights are shown only when the title is 75 characters or fewer. Shorten the title first.

Do I have to fix my whole catalog before Item Highlights work?

No. Each listing is judged on its own. A compliant title on one ASIN gets its Item Highlights regardless of the rest of your catalog — which is why it pays to start with your best sellers.

Do parent and child listings both need a compliant title?

Amazon hasn’t published a clear answer; the question was asked in its seller forums and left open. In practice we make the main title and every variant compliant, because the main title represents the whole variant family in search.

Does the brand name count toward the 75 characters?

Yes. The brand sits at the front of the title and counts, just like every space and punctuation mark.

Which characters are not allowed?

The characters ! $ ? _ { } ^ unless they are part of the brand name; also emojis, words in ALL CAPS, HTML and symbols such as ® © ™.

How do I shorten a title without losing rank?

Keep the brand, main keyword, one differentiator and the variant in the title, and move other keywords, materials and uses to Item Highlights instead of deleting them.

What’s the difference between Optimize and Safe split?

Same price, your choice. Safe split keeps your words and only splits them to fit the limits. Optimize rewrites for search: shorter synonyms, stronger order, key terms first. Both keep every keyword, and both are compliant.

Do you need access to my Amazon account?

Only if you want us to upload the titles for you: user permissions in Seller Central or SP-API authorization. Without access you get a finished spreadsheet and paste it into Seller Central yourself. The work is the same.

How long does it take?

Up to 150 SKUs: 48 hours. 151–1,500 SKUs: 4 working days. 1,501–5,000 SKUs: 7 working days. Over 5,000: by agreement. Counted from your order and payment and from when we receive the materials we need: your product sheet and your access decision.

What if Amazon blocks a listing for another reason?

LATO covers the title and Item Highlights only. Blocks for other reasons — Brand Registry, catalog status, category restrictions, platform errors — stay on your side or are quoted separately.

Can I get a refund?

No. This is work we do for you: once the titles are rewritten, the service is delivered. That’s why your first 3 titles are free — you see the work before you pay.

P.S. Shoppers often see only the beginning of a title. Since July 27 you have two beginnings — use both. Check your title for free or send us three to rewrite.