Amazon has officially announced that, starting from July 27, 2026, except for media categories such as books and audio-visual products, most product titles will be limited to within 75 characters. At the same time, a brand-new Product Highlights feature will be launched, and major adjustments will be made to the future Listing traffic and conversion logic.

Core Changes in Amazon's New Title Regulations

1. Title Length Reduced to 75 Characters

In the past, most categories allowed 200-character titles, but after the new regulations are implemented, the title can only be up to 75 characters (including spaces). The excess part will no longer meet the platform's requirements.

2. AI Automatically Takes Over Overlong Titles

For Listings that are not adjusted in time, Amazon will use AI to generate new compliant titles and provide a 14-day review period. If the seller does not handle it, the system may directly adopt the AI-recommended version.

3. Mobile Experience Becomes the Core

Amazon stated that this adjustment is mainly to improve the mobile shopping experience, allowing consumers to quickly obtain key information without clicking on the detail page.

What is Product Highlights?

Product Highlights is a newly added Listing display module by Amazon.

Core Features:

①Up to 125 characters;

②Support search indexing;

③Displayed near the title;

④Can supplement product selling points, usage scenarios and core advantages.

To put it simply: previously 200-character titles, now 75-character titles + 125-character Product Highlights.

The total number of available characters is still close to 200, but is split into two independent modules.

Example:

Old Title: Brand + Product Type + Material + Size + Color + Function + Purpose + Keywords.

New Structure:

Title (75 characters): Brand + Core Keywords + Most Important Attributes;

Product Highlights (125 characters): Supplementary information such as material, specifications, applicable scenarios, and functional selling points.

This not only meets the platform's standards but also takes into account SEO and conversion.

Sellers' Response Measures

1. Immediately Check All Listing Titles

Focus on screening titles that exceed 75 characters, serious keyword stuffing, too many repeated words, and chaotic information hierarchy. Prioritize dealing with top-selling products and advertising ASINs.

2. Reconstruct the Title Logic

It is recommended that future titles adopt: Brand + Core Keywords + Core Selling Points.

For example:

Original: Waterproof Outdoor Camping Tent Family Large Capacity Easy Setup Lightweight Portable

New Rule: Brand Camping Tent 4 Person Waterproof Easy Setup

Put the most important information in the first 75 characters.

3. Plan Product Highlights in Advance

Move the material, size, applicable scenarios, product advantages, and user pain point solutions that were originally squeezed into the title to the Product Highlights module.

4. Use AI for Batch Optimization

Sellers with a large number of SKUs are advised to use AI tools in advance to batch generate 75-character compliant titles, Product Highlights content, and keyword layout plans to avoid traffic fluctuations caused by concentrated modifications after July.

Finally:

In fact, this adjustment is not simply to reduce the number of characters, but to restructure and display the information that was originally scattered in the title.

Overall, the newly added "Product Highlights" module after the title is shortened basically makes up for the display content, but the display logic has changed. For sellers, the most important thing now is not to worry that 75 characters are not enough, but to adapt to the new Listing optimization logic as soon as possible.

It is recommended not to wait until the new regulations officially take effect on July 27 before handling them. Actively optimizing titles and Product Highlights means that you can retain the core keyword layout and control the traffic structure; while passively waiting for the system AI to rewrite, there may be risks such as keyword loss, deviation in selling point expression, and even conversion rate fluctuations.

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