Amazon has again shortened the character limit for a product listing title.
From 27 July, a title must be the same length as that last sentence – no more than 75 characters.
The previous character limit was 200, so it’s quite a big adjustment.
Why is Amazon updating product listing titles?
The idea is to make sure product listing titles display fully on mobile, and are “consistent with the title length used by other online stores”.
A 200-character product title gets cut off partway through when viewed on mobile, leading to a poorer shopping experience.
The new rule points to the fact that more and more people are shopping on their phones rather than on their desktops.
But it’s also interesting that Amazon wants to “keep up with the Joneses” in this respect, and follow the examples set by other eCommerce platforms.
New: your product’s Item Highlights
At e-Comas we’ve always preached to our clients that product listing titles should be kept to a maximum of 80 characters: it’s enough for your brand name, your main keyword and a few helpful adjectives, and is fully viewable on mobile.
But we know Amazon appreciates the many brands who use the full 200 characters for descriptive, SEO-grabbing titles, and that’s why it has introduced Item Highlights as well.
This is a convenient 125-character description line that will appear under the main product title. It’s phrase-based, rather than sentence-based: you can add product details such as materials and recommended uses, separated by commas.
Here’s an example. A current 200-character product listing title like this:
POOL BLASTER Max Cordless Pool Vacuum for Deep Cleaning & Strong Suction, Handheld Rechargeable Swimming Pool Cleaner for Inground and Above Ground Pools, Hoseless Pool Vac by Water Tech
Could become this:
Pool Blaster Max Cordless Pool Vacuum for Deep Cleaning, by Water Tech
Handheld, Rechargeable, Strong Suction, Swimming Pool Cleaner for Inground and Above Ground Pools, Hoseless Pool Vac
It represents a very nice opportunity for those brands who are already using short Amazon titles: you can put more search-optimised content at the top of your listing.
And it also means that, if you haven’t changed your product listing titles by the deadline of 27 July, Amazon will automatically generate a shortened title and Item Highlights with AI.
For example: Instead of a long title such as “Fast Charger Adapter, PPS Supported, Compact Charger for models like MacBook Air/Macbook Pro/iPhone 14/iPhone 13/Galaxy S22/iPad Pro/Pixel and More, Cable Not Included”, add the key product details such “USB-C, PPS Support, Cable not included” to the item highlights for a better customer viewing experience.
What else do I need to know about writing Amazon product listing titles?
It’s surprising how much Amazon has tightened its style guide for product headlines.
At the beginning of 2025 it introduced the 200-character limit, banned sellers from using the same word more than twice in a product title, and outlawed almost all special characters (only necessary punctuation is allowed, unless it’s in your brand name).
Its full set of guidelines advises sellers to:
- Keep it concise and don’t use redundant words
- Don’t use all-caps or all-lower case: capitalise initial letters
- Don’t use punctuation decoratively
- Use numerals (‘2’) rather than spelling out the word (‘two’)
- Abbreviate measurements: ‘two inches’ to ‘2in’, ‘five centimetres’ to ‘5cm’, etc.
- Keep sizes and colours to child ASINs, not in parent ASINs.
Maybe it’s more boring than the lengthy, colourful and @#%$-happy product listing titles of yesteryear.
But it’s all best-practice stuff that makes your brand look more professional and helps shoppers cut through the noise, so it’s better for your conversion rate.
(Stuff that e-Comas clients have been doing for years!)
Action required on product listing titles (or is it?)
As with the last time the product listing title rules were updated, Amazon is helping sellers out with AI, so you don’t actually need to do anything at all.
If you go to Manage All Inventory, find the listing you want to update, click ‘edit’ and then ‘View enhancements’ on the left of the page, you’ll see recommended AI-generated titles and Item Highlights.
You can approve or edit these however you see fit.
After the deadline, Amazon will gradually update all listing titles still over 75 characters to the AI recommendations.
Your listings stay active throughout this process.
So, although we always recommend human input and oversight, you can end up with decent titles and Item Highlights without doing anything at all.
Have you read our fantastic white paper, Managing Content on Amazon? Contact us today and we’ll send you a copy!
