Amazon Character Limit: Titles Just Got Cut From 200 to 75

Amazon cut its product title limit from roughly 200 characters down to just 75 on July 27, 2026 — the platform's biggest listing content change in years, according to multiple sellers and industry trackers. Titles that still run long after the deadline aren't simply truncated; Amazon's AI generates a replacement title automatically, and for sellers outside Brand Registry, that rewrite can go live with no review step at all.

Where the Other 125 Characters Went

The cut isn't quite as brutal as it first sounds — Amazon introduced a companion field called Item Highlights alongside the shorter title, offering 125 additional searchable characters for details like materials, use cases, or comparison points. Combined, the title and Item Highlights add up to 200 characters total, the same indexable space as before — just split into two distinct fields instead of one long string, with the title now required to identify the product on its own in far less room.

The AI Rewrite Nobody Fully Controls

For titles Amazon judges too long after the deadline, the platform generates a replacement based on its own relevance model, the existing bullet points, and backend search terms — not a simple character cutoff, but a new title built from scratch. Brand Registry members get a 14-day window to review, edit, or approve the AI's suggestion before it goes live; sellers outside Brand Registry don't get that same guaranteed review step, meaning the AI's version can become the customer-facing title without an explicit approval.

A 92-character title like "Premium Stainless Steel Insulated Water Bottle — Keeps Drinks Cold 24 Hours, Hot 12 Hours, BPA-Free" compresses to something closer to "Premium Stainless Steel Insulated Water Bottle — BPA-Free" under the new 75-character cap — the temperature claims move into Item Highlights, still searchable, just no longer part of the title itself. The compression is workable; the risk is Amazon's automated version making that call instead of the seller.

The Timeline Sellers Actually Got

Amazon announced the change on June 10, 2026, giving sellers roughly 47 days before the July 27 enforcement date — a window multiple sellers on Amazon's own Seller Forums described as too short for catalogs running into the thousands of listings, with one forum thread on the announcement drawing over 107 replies within days. The compressed timeline meant many sellers were still manually shortening titles right up to the deadline, rather than relying on Amazon's AI to do it for them.

Bullet Points: Where the Numbers Get Murkier

Unlike the title limit, which is a single clean number confirmed across sources, bullet point limits vary depending on seller status and category — different sources describe per-bullet limits ranging from roughly 200 to 500 characters, with Brand Registry sellers generally getting more room than standard third-party sellers. Rather than chasing an exact universal number here, the safer practical target is staying meaningfully under 250 characters per bullet, since mobile readability — where most Amazon browsing happens — degrades well before any of the higher published ceilings are reached.

The Backend Trap: Bytes, Not Characters

Backend search terms are capped at 249 bytes in the US and EU — not characters — which matters because accented letters, non-Latin characters, and certain symbols consume more than one byte each. Going even one byte over silently de-indexes the entire backend keyword field rather than simply truncating it, which means a field that looks fine by character count can fail entirely once measured the way Amazon actually measures it.

Checking a Title Before the Deadline Passes

Since a 75-character title has to identify a product on its own — brand, key feature, and product type, without relying on Item Highlights for anything essential — checking the exact character count of a title draft before saving it is the difference between a controlled edit and letting Amazon's AI make that call instead. A character counter makes that check immediate, which matters most for a catalog with more than a handful of listings still needing review.

---

Amazon's title limit dropped from roughly 200 characters to 75 in a matter of weeks, and the sellers who came out ahead were the ones who rewrote their own titles before Amazon's AI did it for them. The total indexable space didn't actually shrink — it split into a shorter title and a new 125-character Highlights field — but that split means what used to be one editing decision is now two, each with its own limit worth checking directly rather than assuming.