Starting July 27, 2026, product titles across all categories (except media) must be 75 characters or less, including spaces. If your titles are currently longer than that, Amazon's AI will automatically rewrite them for you, which isn't ideal if you care about your listings.
Here's everything you need to know, and what to do about it before the deadline.
What's Actually Changing
Amazon's email laid it out plainly: product titles are one of the first things customers see, and on mobile, long titles get cut off. The new 75-character limit ensures titles display fully on mobile devices and brings Amazon in line with other major online retailers.
But here's the twist: the character count you lose from your title doesn't just disappear. Amazon is introducing Item Highlights, a new field that gives you an additional 125 characters to describe materials, recommended use cases, or key features. This content is searchable and visible below titles in search results and on product detail pages.
So in practice, you're trading a long title for a short title plus a supplemental highlights field.
What Happens If You Don't Act
This is important: Amazon isn't just going to suppress non-compliant listings. Your listings stay active throughout this process. However, after July 27, any title with more than 75 characters will be gradually updated to Amazon's AI-generated recommendation.
That means if you do nothing, Amazon's AI decides how to describe your product. In some cases, that might be fine. In others, it could strip out critical keywords, change your brand messaging, or misrepresent what you sell.
Brand owners get a 14-day review window after a change is made to review, modify, and approve AI-generated recommendations in the Review Listings Changes dashboard before they go live. That's a safety net — but not a replacement for proactively managing your own listings.
How to Review and Update Your Listings Now
Amazon has built AI-powered tools to help you transition. Here's how to access them today:
- Go to Manage All Inventory in Seller Central
- Find the listing you want to update and select Edit from the drop-down menu
- Click View Enhancements on the left side of the page
There, you'll see AI-recommended titles and Item Highlights that follow the new requirements. Amazon's suggestions are designed to keep your most important product info in the title and move supporting details into Item Highlights.
You can review, modify, and accept these recommendations — or write your own compliant title from scratch.
Tips for Writing a Strong 75-Character Title
Seventy-five characters sounds tight, but it's workable if you're strategic. Here's how to make the most of the space:
- Lead with your brand name: Amazon still prioritizes brand recognition
- Include the most critical keyword: what would someone type to find this exact product?
- Add the defining attribute: size, color, quantity, or material if it's a purchase decision factor
- Drop filler words: "Great," "Amazing," "Best," "High Quality" waste characters and don't convert
- Use Item Highlights for the rest: features, use cases, and compatibility details belong there now
A good formula:
Brand + Product Type + Top Differentiator — all within 75 characters.
Why Cash Flow Matters Right Now
Updating titles across a large catalog takes time, and time spent on compliance is time not spent on growth. If you're selling on Amazon, you likely already know how seasonal demand, inventory cycles, and marketplace changes can put pressure on your cash reserves.
This is exactly the kind of moment where having flexible funding makes the difference. Whether you need to hire help to audit your catalog, invest in updated photography that works with the new title format, or simply stay stocked through the transition, Onramp offers funding built specifically for Amazon sellers.
The Bottom Line
Amazon's July 27 title update is real, it's coming fast, and sellers who get ahead of it will protect their rankings and conversion rates. Sellers who wait will hand Amazon's AI the keys to their listings.
Take 20 minutes this week to run through your top-selling ASINs in Manage All Inventory. Click View Enhancements, see what Amazon recommends, and decide whether you want to own those changes or let the algorithm do it for you.
The deadline is right around the corner. There's enough time, if you start now.
