The rule that changed everything
From 27 July 2026, Amazon enforces a 75-character title limit for most categories (books, music and video are exempt). Titles over 75 characters are rewritten by Amazon's own AI — and a rewritten title is not under your control. The old strategy of packing every keyword into a 200-character title is dead.
The new title structure
Amazon's own guidance points to a simple formula:
Brand + core product noun + ONE defining attribute
- Brand — only if you supplied it. Never invent one.
- Core product noun — what it is: "electric kettle", "insulated water bottle", "wireless earbuds".
- One defining attribute — the single most important differentiator: "2200W", "750ml", "noise-cancelling".
That is 3-6 words. It fits in 75 characters almost automatically, and it tells the shopper exactly what they are looking at within a second — which is what the character budget is really about.
What has to go
The 200-character era rewarded stuffing. The 75-character era punishes it:
- Promotional words ("best", "sale", "free shipping", "hot deal").
- ALL CAPS and emoji — both are prohibited outright.
- Special characters Amazon strips or rejects:
! $ ? _ { } ^. - Any word repeated more than twice.
- Information that belongs in bullets or item highlights instead.
Where the variation goes
If you sell variations (size, colour, pack), the defining variation must appear in the title — Amazon requires child ASINs to be distinguishable. "Pack of 2" or "Sage Green" earns its place as the defining attribute; secondary details do not.
Item highlights picked up the slack
The same policy change introduced Item Highlights — up to 125 searchable characters shown beneath the title. This is where the detail that used to live in the title now belongs: materials, use cases, comparison details. The title sells the product; item highlights carry the searchable specifics.
A quick rewrite exercise
Before (142 chars): "Stainless Steel Electric Kettle 1.7L - 2200W Fast Boil BPA-Free Auto Shut-Off Cool Touch Handle Cordless 360° Base, Best Gift for Home Kitchen Office"
After (59 chars): "Electric Kettle 1.7L Stainless Steel — 2200W Fast Boil"
Everything that got cut — auto shut-off, cool-touch handle, cordless base — is exactly the kind of detail item highlights and bullets are designed for. The new title is cleaner, compliant, and more likely to survive Amazon's rewrite unchanged.
Written by the CopyForge AI team. Drafted with AI assistance, then reviewed and fact-checked by a human before publishing.