Amazon 75-Character Title Checker (July 2026 Rule)

What actually changes on 27 July 2026

Amazon is cutting the product title limit to 75 characters including spaces, across every category except media. That is a severe cut. The allowance most sellers have been working to is 200 characters, in force since 21 January 2025, and a great many live titles run 150 to 200 — a brand name, a product noun, then a long tail of materials, sizes, colours, compatibility notes and gift occasions bolted on to catch search traffic. Under the new limit roughly two-thirds of that has to go. The brand name counts toward the 75, and the cap applies to parent and child variation ASINs alike, so a size-and-colour range cannot hide detail in the children.

The change is global with a handful of exceptions: Saudi Arabia, Egypt, Türkiye and the UAE are outside it. Everywhere else, if you sell anything that is not a book, a record or a film, this applies to you on 27 July.

To soften it, Amazon is introducing a second field called Item Highlights, worth another 125 characters. It is searchable, and it appears alongside the title in search results and on the detail page. So the practical budget is not 75 characters, it is 75 plus 125 — but split, with the first 75 carrying the identity of the product and the next 125 carrying the detail. That distinction matters when you decide what to cut, and there is a sequencing catch worth knowing before you plan the work: Item Highlights only becomes available once the title is already at 75 characters or fewer. You cannot draft the replacement text first and cut the title afterwards. The title has to come down before the new field will accept anything.

What happens if you leave your titles alone — most sellers fear the wrong thing

The fear doing the rounds is suppression: that on 28 July an over-length title gets the listing pulled from search, or deleted, or flagged. That is not the mechanism, and it is worth being precise about, because the wrong fear produces the wrong panic. Amazon's wording is that titles over the limit "will be updated to the AI recommendation gradually", and that listings "stay active throughout this process". Nothing is taken down. Nothing is suppressed. Your listing keeps selling.

What you lose is authorship. The rewrite is generated, it is applied on Amazon's schedule rather than yours, and it becomes your title. Sellers enrolled in Brand Registry are given 14 days to review, modify or approve the generated title and Item Highlights in Review Listing Changes before they take effect — a real window, but one that opens when Amazon decides, on a queue you do not control, across however many ASINs you own. Sellers without Brand Registry get no window at all; the first they know of it is the new title.

So the decision is not whether to comply. There is no version of 28 July in which a 180-character title survives. The decision is only whether the 75 characters that remain are the ones you chose or the ones a model chose, and a model optimising a title has no idea which of your attributes actually converts. Doing this yourself before the deadline is cheap; unpicking a few hundred generated titles afterwards is not.

How to cut a 180-character title to 75 without losing keywords

The instinct is to delete words evenly across the title. That is the wrong approach, because it tends to strip the specific terms that made you findable and keep the generic ones. A better order of operations:

• Delete repeats first. This is usually the single biggest win and it costs you nothing. If "mug" appears four times, Amazon indexes "mug" exactly as well as it would from one appearance. The repeated-word panel above lists every word you have used more than once.
• Cut connective words. "for", "with", "and", "perfect for", "ideal for" — these are pure padding in a title. Commas do the same job in fewer characters.
• Move detail to Item Highlights. Material, capacity, dimensions, dishwasher safety, what it is compatible with — this is exactly what the new 125-character field is for, and it is searchable there too. It is not lost, it is relocated.
• Drop the occasion list. "Gift for Mum, Birthday, Christmas, Anniversary, Housewarming" eats fifty characters to chase queries that rarely convert. If one occasion genuinely drives your sales, keep that one.
• Front-load the first 60 characters. The marker at 60 in the tool above is our own approximation of where a phone-sized results row runs out of room — it is not a published Amazon figure and nothing enforces it. But the underlying point stands regardless of the exact number: brand, product noun and the one attribute a buyer scans for should land early, because a truncated tail is read by nobody.

What should survive is a title a person could read aloud: brand, what the thing is, and the one or two attributes that distinguish it from the next listing. Our guide to Amazon's 75-character title limit works through a before-and-after title, the order to cut attributes in, and how the AI rewrite differs for brand-registered sellers.

One caution on the style rules, because there are two different things going on and the advice online mixes them. Amazon's general product title requirements do name a specific set of characters that may not appear unless they are part of the brand name — ! $ ? _ { } ^ ¬ ¦ — and they cap word repetition, with no word used more than twice, prepositions, articles and conjunctions exempted. Those are rules. What is not published as a definitive list is the banned-words catalogue you will find circulating: promotional adjectives, capitalisation conventions, decorative symbols. The 27 July announcement itself covers only the character limits and the Item Highlights field, and refers sellers to the general title requirements for wording. This tool flags the second group as advisory warnings rather than errors — and note that its decorative-character check tests a list of ornamental symbols, not the specific punctuation set above, so clearing the style panel is not the same as clearing that rule. Check your own category's guidance in Seller Central before deleting a word that legitimately describes your product.

A worked rewrite: 193 characters down to 68

Abstract advice about cutting titles is easy to agree with and hard to apply. Here is a single realistic title taken all the way down, one decision at a time, with the exact count after each cut. Paste any of these lines into the field at the top of this page and the counter will confirm the number.

Bellmoor Handmade Ceramic Coffee Mug, 12 oz Stoneware Coffee Cup for Coffee Tea and Latte, Rustic Speckled Glaze, Dishwasher and Microwave Safe, Gift for Mom Dad Birthday Christmas Housewarming 193 characters — legal until 27 July 2026, 118 over from the 27th

Nothing about this title is unusual or badly written by the standards it was written for. It is a competent 200-character title. It is also 118 characters too long, which is more than the whole of the compliant version. Cutting evenly across it would be a disaster, because the padding is concentrated in specific places.

1. Delete the occasion list. −50 characters, down to 143. "Gift for Mom Dad Birthday Christmas Housewarming" costs a quarter of the entire new allowance to chase five broad, low-converting queries. This is almost always the single biggest and least painful cut available. If one occasion genuinely drives your sales, keep that one word and drop the other four. 193 → 143
2. Move the care claims to Item Highlights. −31 characters, down to 112. "Dishwasher and Microwave Safe" is real information a buyer wants, so it is not deleted — it is relocated to the 125-character field, where it is still searchable. This is the distinction that makes the new limit survivable: detail moves, identity stays. 143 → 112
3. Kill the repeats. −17 characters, down to 95. "Coffee" appears three times. Amazon indexes the word exactly as well from one appearance, so two of them are pure cost. Paste the original into the tool above and the repeated-word panel flags coffee ×3 and estimates roughly 14 characters to reclaim; the real saving here is 17, because removing the duplicates also strips out the connective "for" that only existed to join them. "Stoneware Coffee Cup for Coffee Tea and Latte" becomes "Stoneware Cup, Tea and Latte". 112 → 95
4. Drop the use-case list. −15 characters, down to 80. "Tea and Latte" is a beverage list on a mug. It is not wrong, but a mug holds whatever you pour in it, and the buyer searching for a latte mug will find a coffee mug. Use cases are the second-best candidate for Item Highlights after materials. 95 → 80
5. Collapse the synonyms. −12 characters, down to 68. "Ceramic" and "Stoneware" name the same material; "Mug" and "Cup" name the same object. Each pair earns one slot, not two. Keep the more specific member of each pair — stoneware says more than ceramic, and mug says more than cup. 80 → 68

Bellmoor Handmade Stoneware Coffee Mug, 12 oz, Rustic Speckled Glaze 68 characters — 7 to spare

Reactive speckled glaze, lead-free; dishwasher and microwave safe; holds 350 ml; gift boxed for birthdays and housewarmings Item Highlights — 123 of 125 characters

Two things are worth noticing about the result. The first is that landing at 68 rather than 75 is deliberate: a title at exactly the cap has no room for the extra word you will inevitably want to add in three months, and no margin if you ever add a longer brand name. The second is what was actually lost, as opposed to moved. Dishwasher safety, capacity in millilitres and the gifting angle all survived, in the Item Highlights field, still searchable. The only things genuinely deleted across the whole exercise were duplicate words, a connective, a beverage list and four of five occasions — which is to say, nothing a shopper was ever going to read.

Remember the sequencing constraint when you do this for real: Item Highlights only unlocks once the title is at 75 or under, so the title has to be cut and saved before there is anywhere to put the detail. Draft both, cut first, then paste.