Amazon cut titles to 75 characters. Here is how to fit.
The limit dropped from 200 to 75 in July 2026, in every category except media. Most existing titles no longer comply, and the fix is not simply chopping the end off.
Updated 11 August 2026
What actually changed
Titles in every category except media (books, music, video) are now capped at 75 characters including spaces. The previous cap was 200 in most categories, so a title written under the old rules is likely to be more than twice the length now allowed.
Amazon added Item Highlights at the same time, a separate field of around 125 characters for materials, dimensions and use cases. That is where the detail your old title carried is meant to go. Read the change as a relocation rather than a straight deletion: the information still has a home, just not in the title.
What has to survive the cut
Seventy-five characters is roughly eight to ten words. In practice that means product type, primary material, and the one attribute that distinguishes your piece from the near-identical listing beside it. A handmade ceramic mug becomes "Handmade Speckled Stoneware Mug 350ml" and nothing more.
What goes first is the part sellers are most attached to: the adjective stack. "Beautiful", "unique", "perfect gift for her" and "one of a kind" are searched by almost nobody and consume a third of your allowance. So does your shop name, unless buyers already search for it.
Dimensions and care instructions belong in Item Highlights and the bullet points, not the title. Colour is usually already a structured attribute, so repeating it costs characters and adds nothing.
Backend search terms are unaffected, and now matter more
Backend search terms are keywords Amazon indexes but buyers never see. They live in Seller Central and are capped by bytes, not characters, around 249 bytes in the US and Europe. That cap did not change in July, which makes them the natural home for phrasings the shorter title can no longer carry.
The byte cap has a sharp edge: exceed it and the entire field can stop being indexed rather than merely truncating. Accented characters and emoji consume more than one byte each, so a field that looks comfortably short can still overflow.
Do not repeat words already in your title. Amazon indexes both, so a term in the title is already covered. The backend field is for synonyms, alternative spellings, and the words a shopper who does not know your terminology would type.
Titles that fit the new limit
Listcraft writes Amazon Handmade titles inside the 75-character cap, plus a specification-led description and the backend search terms to go with them.
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Common questions
What is Amazon's product title character limit?
75 characters, including spaces, in every category except media, effective 27 July 2026. It was 200 in most categories before that. Some categories were already shorter than 200 under the old rules, so check your category style guide if you are near the edge.
What happens if my title is too long?
Amazon can truncate or suppress the listing rather than simply cutting the extra characters. Treat it as a compliance limit rather than a display one, and write to fit rather than relying on it being trimmed sensibly.
Where do the details from my old title go?
Item Highlights, which arrived alongside the shorter titles and gives you roughly 125 characters for materials and use cases, plus your bullet points and description. The information is not lost, it is relocated.
Do backend search terms count toward the 75 characters?
No. They are a separate field with its own cap measured in bytes, and buyers never see them. Because the title got shorter, they are now the main place to catch phrasings the title cannot fit.
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