Amazon 75-Character Title Limit: Item Name Rule
Amazon now limits product titles to 75 characters and adds a 125-character Item Highlight field. What changed, what to write where, and how to shorten titles.
By the CatalogNest team (AngGate Tech Solution) · Published · 5 min read
Key takeaways
- Amazon product titles are now split into two fields: Item Name, up to 75 characters, and Item Highlights, up to 125 characters.
- Titles longer than 75 characters may be corrected or suppressed from search results.
- Item Highlights carry key details such as materials, use cases or features, as phrases rather than a full sentence.
- Highlights appear only when the item name is under 75 characters, and they must not repeat what the item name says.
Amazon product titles now have a 75-character limit. Amazon splits the old long title into two fields: Item Name, up to 75 characters, for the product name, and Item Highlights, up to 125 characters, for key details like materials, use cases or features. Amazon says titles that exceed 75 characters may be corrected or suppressed from search results, so every listing with a longer title needs a shorter Item Name.
What exactly did Amazon announce?
Amazon showed sellers an "Important Policy Update" in Seller Central with the headline "Product titles now have a 75-character limit". In Amazon's words: product titles are now split into two fields, Item Name (75 characters) for your product name and Item Highlights (125 characters) for key details like materials, use cases or features. Titles that exceed 75 characters may be corrected or suppressed from search results.
| Field | Limit | What goes in it |
|---|---|---|
| Item Name | 75 characters | The product name customers see: what the product is |
| Item Highlight | 125 characters | Key details: materials, use cases or features, as phrases |
How do the two fields work in the product template?
In Amazon's product spreadsheet the two fields sit side by side in the Product Identity group. Item Name is a required field, described as "a title for the item that may be customer facing". Item Highlight is optional, and its definition adds three rules: provide product features or benefit-driven phrases, not a full sentence; the information appears only when the item name is under 75 characters; and do not repeat information already in the item name.
- Item Name: required, at most 75 characters.
- Item Highlight: optional, at most 125 characters, phrases not a sentence.
- Item Highlight shows only when the Item Name is under 75 characters.
- Never repeat words from the Item Name in the Item Highlight.
How do I shorten a long Amazon title?
Keep the Item Name to what the product is, and move the details into Item Highlights or the bullet points. A practical order is product type, the feature that sets it apart, colour and main use. Count characters including spaces before you upload.
| Example | |
|---|---|
| Too long (one title) | Hexagonal Geometric Candle with Concrete Holder, Beige and Pink, Unscented, Handmade Home Decor Gift for Diwali (110 characters) |
| Item Name | Hexagonal Geometric Candle with Concrete Holder, Beige and Pink (63 characters) |
| Item Highlight | Unscented, handmade, faceted cement holder, table decor, festive gifting (72 characters) |
The template has its own text rules too. Its Instructions say high ASCII characters such as ® and © and HTML tags are not allowed, and its Data Definitions ask you not to write descriptions or bullet points in all caps.
Sources
- Amazon Seller Central, "Important Policy Update: Product titles now have a 75-character limit", shown to sellers on 21 October 2026
- Amazon.in product template for Candles and Candle Holders (CANDLE_CANDLE_HOLDER.xlsm), Instructions, Images and Data Definitions sheets, downloaded from Seller Central on 21 October 2026
Frequently asked questions
What is the character limit for an Amazon product title?
75 characters for the Item Name. Key details such as materials, use cases or features go in Item Highlights, up to 125 characters.
What happens if my Amazon title is longer than 75 characters?
Amazon says titles that exceed 75 characters may be corrected or suppressed from search results.
When do Item Highlights show on Amazon?
Amazon's template says the information appears only when the item name is under 75 characters.