Amazon's new title policy isn't really about title length. It's about mobile and
By Tyler Wallis · June 11, 2026 · Curated by George's Blog
Amazon's new title policy isn't really about title length. It's about mobile and AI search. And most brands are still optimizing for desktop and SEO.
Starting July 27, Amazon is enforcing a 75-character title limit across all categories except media. Any titles over that threshold will be gradually updated by AI-generated recommendations.
This isn't a surprise if you've been paying attention to mobile. 76 characters is roughly the cutoff for what actually displays in search results on a phone screen. We baked that guidance into our internal SOPs and external brand guides a long time ago because that's where the shopper is. More than half of Amazon sessions happen on mobile. If your title gets truncated, you're losing the click before you ever had a chance.
What's new here is that Amazon is making it official and enforcing it platform-wide (again). That's a clear signal they're optimizing the entire catalog experience around mobile-first shopping behavior and Alexa Shopping.
The other piece worth noting is the focus on Item Highlights, which gives you an additional 125 characters of searchable, visible content below the title in search results and on detail pages. Think of it as structured real estate for comparison-driving info.
Most brands are going to ignore this and let AI update their titles next month. Most of them will be just fine.
I predict some will see a spike in returns or customer contacts as key details are truncated from the title by AI (we saw this recently with a Sports brand).
Here's what matters most. The brands that win this transition are the ones already leading their titles with the highest-intent information. The words that answer the question a shopper is actually asking when they type a query. With AEO and GEO gaining traction, this becomes even more critical. AI systems are pulling from your title to answer search questions directly. If your first 75 characters don't match shopper intent, you're slipping behind in both traditional and AI-driven results.
What does your brand's title strategy look like right now? Curious how others are approaching this.