Amazon’s 75-character item names and 125-character Item Highlights: how to split your titles

Amazon began enforcing a 75-character limit on item names on 27 July 2026, for all categories except media, with brand names counting towards the limit¹. The detail that is easy to miss is what Amazon does to titles that are too long. It uses AI to propose a shorter item name and a matching Item Highlights entry, and gives brand owners 14 days to review, modify or approve the change before it applies². If you take no action, Amazon applies its recommendation¹. This guide sets out the rules as reported by three trade publications, a worked example, and a short routine for large catalogues. Amazon's own help pages are the final authority.

What are the new limits?

PPC Land reports that the title is now split into a 75-character item name and a 125-character Item Highlights field, 200 characters combined². Zentail says the limit applies to bundles and to both parent and child variation titles, and that Amazon's stated reason is that shorter titles display more completely on mobile screens¹. Item Highlights is a searchable field for details such as materials, age ranges, compatibility and use cases; Zentail describes it as optional and mainly monitored for restricted content¹. Item Highlights has been displayed beneath the item name on desktop and mobile since 10 August 2026^2,3.

What is Amazon's guidance on what goes where?

According to PPC Land, quoting Amazon's FAQ²:

• Search and discoverability are unchanged by the split, and neither field is prioritised.
• Keep the brand name in the item name.
• Put the most important variating attributes, such as colour and size, in the item name, and move the rest to Item Highlights.

Zentail suggests using numerals instead of spelled-out numbers and standard measurement abbreviations to save characters, and notes that whether keywords in Item Highlights rank as well as keywords in titles is not yet clear¹. That is a caution: Amazon says the fields are equal, but the effect on rankings is something sellers will have to test.

A worked example

The product below is invented. Suppose a title reads: "Acme Stainless Steel Insulated Water Bottle 32 oz with Straw Lid, Leak Proof, BPA Free, Keeps Cold 24 Hours, Gray". It is 113 characters, which is 38 over the limit.

A compliant split could be:

The brand, product type, size, material and colour stay in the item name, which follows Amazon's guidance to keep the brand and the main variating attributes up front². The features move to Item Highlights. Both fields are within their limits, and both are used for search, according to Amazon's FAQ as reported².

What is the 14-day review window?

PPC Land says Amazon began generating AI recommendations on 27 July 2026, and that brand owners have 14 days before changes are implemented to review, modify and approve them in a tool called Review Listings Changes². Other sellers can override changes at any time through Manage All Inventory or List Your Products². Amazon says more than 984 million titles have been updated since June 2026, and the work will run through 2026, so there is no single cutover date². Listings stay active, editable and searchable while this happens².

Zentail adds that sellers remain responsible for AI-generated content, and that a policy violation caused by a recommendation must be appealed through the normal Seller Performance process¹. That is the strongest reason to read the proposals instead of letting them apply by default.

What should sellers do?

These are our recommendations.

1. Export your catalogue and count characters. A spreadsheet formula for length will flag every over-limit title in minutes.
2. Start with your best sellers. A change to a high-traffic title is where a mistake is most expensive.
3. Check the review queue weekly. The window is 14 days, so a missed week can mean accepting a title you would not have written.
4. Keep attributes consistent across variations. The limit applies to parent and child titles¹.
5. Test one change at a time. Record the title, the date and the sales and impressions before and after, since the ranking effect of Item Highlights is not yet clear¹.
6. Use Amazon's updated templates. Zentail notes that updated spreadsheet templates include the Item Highlights field¹.

What is still unknown?

AMZ Prep says over-length titles can stay active for now, and the sources do not say when Amazon will start suppressing listings that remain non-compliant, if ever³. They also do not say whether the limit will be extended to media categories^1,2. The sources agree on the core facts but we did not read Amazon's seller help pages, and the start date has been reported differently by some other outlets, so check Seller Central for the dates that apply to your marketplace.