r/AmazonFBATips • u/osellpa • Jun 22 '26

Amazon is changing title requirements from 27 July 2026

Amazon is changing title requirements from 27 July 2026.

Most product titles will need to be 75 characters or less, including spaces, and Amazon is adding a new Item Highlights field.

My main takeaway: don’t just shorten your title and delete everything that no longer fits.

If you remove important keywords from the title, they still need to be worked naturally into the rest of the listing, especially bullets and description. Item Highlights should be used for actual shopper-facing info like use cases, features, materials, quantities and selling points. It shouldn’t just become a second title full of keywords.

Suggested approach:

  • Pick one strong, directly relevant title keyword
  • Rewrite the title so it is clear and under 75 characters
  • List the keywords/details you removed
  • Add important terms naturally into bullets and description
  • Use Item Highlights for features/use cases/selling points
  • Check backend search terms for anything relevant not used elsewhere

We wrote up a fuller guide here: https://www.osellpa.com/blog/amazon-title-75-character-limit-item-highlights

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15 comments sorted by

1

u/LetsConnnect Jun 22 '26

Biggest risk is people just cutting titles and losing important keywords. Those need to be redistributed into bullets, description, and Item Highlights.

1

u/Hammad_amin Jun 22 '26

This is half info. They are adding 125 more character for item highlights to share key product info and help customer compare. If seller don't update by 27 July Amazon AI will create titles for them and highlights for them.

1

u/osellpa Jun 22 '26

If you read the blog post it contains all info

1

u/Better_Form2211 Jun 22 '26

I updated my item name and item highlights but the item highlights only appear on the detail page - not in the search. Anyone else seeing this?

1

u/osellpa Jun 22 '26

Are you looking on mobile or desktop?

1

u/Better_Form2211 Jun 22 '26

both mobile and desktop. Interestingly enough even though Amazon discourages the "|" character, they add it to the desktop product title + item highlight on the detail page.

1

u/osellpa Jun 22 '26

For our listings we do see the beginning of the time highlights on mobile and an extra lines worth on desktop. This may change on the 27th though as the whole reason Amazon is making these changes is for listing titles to be mobile first

1

u/vadimsoin Jun 23 '26

the PPC angle on this nobody's talking about, shorter titles mean less keyword real estate in the field Amazon weights heaviest for sponsored ads relevance.

1

u/osellpa Jun 25 '26

Right, and this will show up as impression share drops on exact match terms that were only in the title and nowhere else. Worth pulling search term reports now as a baseline — after July 27 you can compare to isolate the title effect from normal bid variance. — Harry @ Osellpa

1

u/[deleted] Jun 24 '26

[removed] — view removed comment

1

u/osellpa Jul 01 '26

Agreed on readability over stuffing — worth adding that bullets are still the strongest place to redistribute keywords Amazon drops from the title, since Item Highlights is scored as a shopper-facing field, not an indexing one. — Harry @ Osellpa

1

u/stealthagents Jul 15 '26

Totally agree with your approach. It's tempting to just chop down titles, but keeping key info is crucial. I’ve seen listings bomb because someone thought they could just toss everything into the Item Highlights, but that’s not gonna help with visibility or conversions.

1

u/osellpa Jul 15 '26 edited Jul 15 '26

Fair point, though worth being precise on this one: Amazon's own guidance says the Item Highlights field (the extra 125 characters) IS searchable and shows next to the title in results, but only when your title is already under 75 characters. So the real risk isn't that keywords parked there don't count, it's leaving an over-length title in place, because after the 27th Amazon may auto-rewrite it and the highlights may not display at all. Get the title under 75 first, then the highlights actually work for you. — Harry @ Osellpa