Amazon is cutting all product titles to 75 characters.
By Adam Weiler · July 23, 2026 · Curated by George's Blog
Amazon is cutting all product titles to 75 characters.
And adding a new "Item Highlights" field to absorb the overflow.
If your titles are running 150-200 characters right now... you've got real decisions to make.
Here's what's changing and what to do about it.
**The new structure:**
- Title: 75 characters max
- Item Highlights: a new field to capture the rest
That sounds simple. It's not.
75 characters goes fast. Brand name alone can eat 20-30 of them. Now you have to decide: does the brand name live in the title... or do you move it to Item Highlights and free up room for keywords?
There's no universal answer. But here's how to think about it.
If your brand is recognized and drives clicks on its own, lead with it. If your brand is newer or unknown, your primary keyword probably earns that front real estate more.
The first 75 characters will carry the heaviest SEO weight. A9 indexes titles hard. What you put there signals relevance directly.
What goes in Item Highlights? Think of it like a secondary title. Keywords that didn't make the cut. Variant callouts. Size, count, flavor. Use cases.
Amazon hasn't fully published how Item Highlights will be indexed. But they will be indexed. Treat that field like a keyword opportunity, not an afterthought.
Here's your audit checklist:
1️⃣ Pull every ASIN with a title over 75 characters. Those are getting truncated whether you act or not.
2️⃣ Identify your top 3-5 keywords per ASIN from Brand Analytics. Those live in the title.
3️⃣ Decide where your brand name lands based on brand equity, not habit.
4️⃣ Draft Item Highlights intentionally. Don't just dump the overflow in. Structure it.
5️⃣ Monitor ranking and CTR after you update. This is a controlled experiment. Treat it like one.
The brands who get ahead of this before Amazon enforces it keep their ranking. The ones who wait get their titles auto-truncated into something that wasn't designed at all.
Your 200-character title won't survive this. Make sure your 75-character title does.
When's the last time you actually looked at your title strategy... not just your titles?