On July 27, 2026, Amazon caps product titles at 75 characters — including spaces — in every category except media (books, music, video). Any title still over the limit after that date gets rewritten by Amazon’s AI, gradually and on its own. If you’re brand-registered, you get 14 days to review and change each AI rewrite before it goes live. Everyone else’s titles get changed without a review step.
What changed
Amazon posted the change to its official Seller Forums announcements. The specifics:
- 75 characters, including spaces, in all categories except media. Media is narrowly defined as books, music, and video — everything else is in scope.
- Effective July 27, 2026. After that date, titles still over 75 characters are updated to Amazon’s AI recommendation gradually. Your listings stay active the whole time.
- Brand owners get a 14-day window. When Amazon proposes a rewrite, brand-registered sellers have 14 days in the Review Listings Changes tool to review, modify, or approve the AI’s title and Item Highlights before it’s implemented. Sellers who aren’t brand-registered don’t get that step.
- New field — Item Highlights. Amazon added a searchable 125-character field for the detail that no longer fits in the title (materials, recommended use cases, comparison terms). It shows in search results and on the detail page.
- You can act early instead of waiting for the AI: the “View enhancements” tool in Manage All Inventory lets you rewrite titles now.
What it means for a private-label seller
Most private-label sellers own their brand and are brand-registered, so you’re in the group that gets the 14-day review window — which is the whole game here. The sellers who lose title real estate silently are the ones who ignore the notice and let the AI decide. The ones who keep control are the ones who rewrite the title themselves before Amazon does.
The real constraint is keyword space. For most non-media categories this is a sharp cut from the longer titles sellers have been working with, and a 75-character title can hold your brand, one primary keyword, and one differentiator — not the keyword-stuffed strings that were common. The trade-off Amazon is offering: front-load the title, push secondary keywords into Item Highlights.
What this doesn’t tell you yet: whether Item Highlights carries the same ranking weight as the title. It’s searchable and new, but there’s no track record on how much indexing weight it actually gets. Treat it as useful secondary space, not a like-for-like replacement for the keywords you’re cutting from the title — and don’t assume a keyword is “safe” just because you moved it there.
What to do about it
- Pull your catalog and flag every title over 75 characters (Manage All Inventory, sort by title). Those are the ones Amazon’s AI will touch.
- Rewrite your top revenue ASINs yourself before July 27 rather than letting the AI do it. Brand + highest-intent keyword + core differentiator, in 75 characters. You know your buyer’s search terms; the AI is guessing.
- Move the overflow into Item Highlights — material, size, use case, secondary keywords — using the 125-character field.
- If you’re brand-registered, watch Review Listings Changes after the 27th and use the 14-day window on anything Amazon proposes. Don’t let a rewrite auto-implement on a listing that’s converting.
If you’re not brand-registered and sell your own brand, this is one more reason to enroll — it’s the difference between reviewing the change and having it made for you.