Hey Liquid Death , your Amazon listing is about to get decapitated. Titles are g
By Liranhirschkorn · June 12, 2026 · Curated by George's Blog
Hey Liquid Death, your Amazon listing is about to get decapitated.
Titles are getting capped at 75 characters on July 27.
The detail that used to live in your title moves to a new field called Item Highlights: 125 searchable characters.
For over a decade, the title was keyword real estate. You stuffed it with every term you wanted to rank for, because the title was what Amazon read first. Now Amazon is splitting it in two: a short title for the shopper, a structured field for everything else. Your keywords don't disappear. They get filed.
So the work is triage. Brand, primary keyword, and the one thing the buyer is actually searching stay in the 75 characters. Secondary use cases, materials, and comparison terms move to Item Highlights. It's still searchable, but it still has to be accurate and in-category. It's not a dumping ground.
Here's the timing that matters. Don't make the change before Prime Day. Prime Day runs June 23 to 26, and editing your title can disturb your ranking and indexing right when traffic is highest. Lock your proven title through the event.
You have until July 27. That leaves a clean window right after Prime Day to make the edit on your own terms. After July 27, Amazon's AI rewrites any title still over the limit, and you get 14 days to review before it goes live.
Plan the triage now. Make the edit after Prime Day. Don't let the algorithm make it for you.