Amazon is making a pretty big change to product titles.
Amazon announced that starting July 27, 2026, product titles in all categories except media will need to be 75 characters or less, including spaces. That is a big drop from the longer title format many sellers have been using for years.
Amazon is also adding a new Item Highlights section where sellers can put another 125 characters of supporting product information.
So the simplest way to think about it is this:
Amazon is basically splitting the old title into two parts.
- The first 75 characters are now the actual product title.
- The next 125 characters go into Item Highlights.
The title should include the most important information about what the product actually is. Item Highlights are where Amazon wants the extra details, use cases, materials, benefits, and supporting product information that sellers used to cram into long titles.
Amazon has also said that after July 27, any titles still over 75 characters will be updated gradually to the AI recommendation. Your listings should stay active during that process, and you can still make changes to your titles and Item Highlights at any time.
That leads to the obvious question: what is Amazon’s AI actually going to change your title to?
The good news is you do not have to guess. Amazon gives you a way to see the recommendation before it gets applied.
This is related to Amazon’s broader title update, which I covered in more detail here: Amazon’s 75-character product title update.
Image above: Amazon’s announcement explains the new 75-character title limit, the 125-character Item Highlights field, and where sellers can view AI-powered title recommendations.
How to See What Amazon’s AI Would Change Your Title To
Here’s the process.
Go into Seller Central and open your inventory. Pick any product where you want to check the title. In the video example, I’m looking at a canteen or water bottle listing, but the process is the same for any product.
From the inventory page, click Edit Listing.
Once you’re inside the listing edit page, look for the option to View enhancements or AI suggestions. Amazon may take a little bit to load the recommendation, so don’t assume it is broken if nothing appears instantly.
After it loads, Amazon will show you what it thinks the new title and Item Highlights should be.
In the example from the video, Amazon shows the current title and then splits the content into two sections:
- A 75-character item name
- A 125-character Item Highlights section
This is useful because you can see the exact direction Amazon is going with your product before you either accept the recommendation, edit it, or rewrite it yourself.
What Amazon Is Trying to Put in Each Section
From what I’ve seen, Amazon is trying to keep the most important product-identifying information in the first 75 characters.
That usually means things like:
- Product type
- Main keyword
- Important size, color, material, or quantity details
- The core feature that tells the customer what the product actually is
Then Amazon tries to move the more descriptive information into Item Highlights.
That might include things like:
- Use cases
- Secondary benefits
- Compatibility details
- “Perfect for...” style language
- Extra included accessories
- Supporting features that are useful, but not necessarily the first thing the customer needs to know
In the water bottle example, Amazon kept the brand name and the basic product features in the title. Then it moved details like “perfect for school,” “straw included,” and “100% leak-proof” into the Item Highlights section.
That is basically the structure Amazon seems to be looking for.
Assuming your current title is already pretty good, Amazon’s recommendation may actually be decent. But that is a big assumption.
If your current title is messy, stuffed with keywords, or unclear, the AI recommendation may just reorganize a messy title into a slightly different messy title. So you still need to review it.
Title vs. Item Highlights: What Goes Where?
| Section | Character Limit | Best Use | Example |
|---|---|---|---|
| Product Title | 75 characters | Main keyword, product type, key size/count/material details | Stainless Steel Kids Water Bottle with Straw Lid, 18 oz |
| Item Highlights | 125 characters | Use cases, benefits, accessories, secondary details | Leak-resistant canteen for school, sports, travel, and camping |
Don’t Just Accept the AI Recommendation Without Looking at It
Amazon’s AI suggestions can be useful, but I would not blindly accept them across your catalog.
At minimum, check whether the most important keyword and product descriptor are still in the title.
The title is now only 75 characters, so you do not have as much room to waste. You want the first part of the listing to clearly explain what the product is and include the terms customers are actually using to find it.
Item Highlights are still important, but the title is still the first thing customers are going to notice. It is also the part that most directly frames what the product is.
So when you’re reviewing Amazon’s suggestion, ask:
- Did Amazon keep the most important keyword in the title?
- Did Amazon remove something customers need to know before they click?
- Did Amazon move something into Item Highlights that really should stay in the title?
- Did Amazon keep less important wording in the title while pushing better wording down?
- Did Amazon create a title that sounds natural to a customer?
- Did Amazon include awkward wording, missing context, or a confusing phrase?
If everything looks good, you can use the suggestion. If it is close but not perfect, edit it. If it is wrong, rewrite it yourself.
How to Apply the Suggested Title
If you like Amazon’s suggestion, it is pretty easy to use.
Inside the AI suggestions or enhancements area, you can choose which suggested changes you want to apply. You can uncheck anything you do not want. If you want to use the new title, you can add it to the form. You can also edit it before applying.
That is important because this should not be treated like an all-or-nothing update.
You may like the Item Highlights but not the title. Or you may like the title structure but want to change the keyword order. Or you may want to take Amazon’s recommendation as a starting point and then rewrite it manually.
That is usually the best way to use AI tools inside Seller Central. Don’t assume the AI is either perfect or useless. Treat it like a draft.
What Should Go in the 75-Character Title?
The title should focus on the core facts that help a customer immediately understand the product.
A good short title usually includes:
- The main product keyword
- The product type
- The most important differentiating feature
- A size, count, color, or material detail if it affects the purchase decision
- Anything the customer must know before they click
You do not have room for every benefit anymore.
That means sellers need to make harder decisions. A lot of old Amazon titles were trying to do everything at once. They had the product type, brand name, size, material, compatibility, use case, audience, color, pack count, benefit statements, and maybe a few extra keywords.
That is not going to fit anymore.
So the first step is deciding what actually matters most.
For example, if you sell a stainless steel kids water bottle with a straw lid, “kids water bottle,” “stainless steel,” and “straw lid” may be more important than “perfect for school.” The school use case can probably go in Item Highlights.
On the other hand, if the product is specifically designed for school lunches or backpack use, maybe that use case is important enough to keep in the title.
That is the judgment call.
What Should Go in Item Highlights?
Item Highlights are where you can put the useful details that do not fit in the title.
This is where I would usually put things like:
- Use cases: “Great for school, travel, gym, or camping”
- Included items: “Includes straw lid and carry handle”
- Secondary features: “Leak-resistant design for backpacks”
- Material details: “Made with stainless steel and BPA-free parts”
- Compatibility details: “Fits most standard cup holders”
The main thing is to make sure the Item Highlights are still useful to a customer.
Do not use them as a dumping ground for random keywords. If customers see this content on the detail page or in search, it still needs to read like something a real person would find helpful.
The Brand Name Question
The number one question I get about this title change is about the brand name.
Should you still include the brand name in the title?
My answer is basically the same as it was before this update.
The brand name rules are not really changing. What is changing is how much space you have.
If you are a smaller brand and not many people are going to Amazon and typing in your brand name, I typically would not include the brand name in the title. That space is probably better used for product keywords or product-defining information.
Your brand name can still be indexed elsewhere. It can appear in other parts of the listing, like bullet points, Brand Registry-related areas, and the brand attribute. So for a lesser-known brand, leaving the brand name out of the title usually does not mean customers will never find you by brand name.
Also, in some cases, even if you try to include the brand name in the title, Amazon may not actually show it to customers the way you entered it. So if Amazon is removing it or suppressing it from the displayed title, you may just be wasting title space.
Before deciding, go look at the live detail page and search results. See what Amazon is actually showing.
If you are still working through brand-related catalog issues, this article may also be useful: How Amazon Brand Registry works and what it doesn’t do.
Brand Name Decision Chart
| Brand Situation | Should the Brand Name Be in the Title? | Why |
|---|---|---|
| Small or lesser-known brand | Usually no | Most customers are not searching for the brand name, so the space is usually better used for product keywords. |
| Well-known brand | Usually yes | The brand name may help drive clicks and trust if customers recognize it. |
| Long brand name | Test it | A long brand name can take up too much of the 75-character title, so it needs to earn that space. |
| Middle-ground brand with some recognition | Run an experiment | Use Manage Your Experiments to compare a title with the brand name against one without it. |
When You Should Include the Brand Name
If you are a well-known brand, or if you are selling a well-known brand, then yes, you probably want the brand name in the title.
That is because the brand name itself may be part of what drives the click.
If customers are searching for the brand by name, or if seeing the brand name helps the customer trust the listing, then it may be worth using some of those 75 characters.
The tradeoff is that every character used for the brand name is a character you cannot use for something else.
So if your brand name is short and recognizable, it may be an easy decision.
If your brand name is long, it gets harder.
What If You Have a Long Brand Name?
If you have a long brand name, you are going to have to make a judgment call.
The shorter title limit makes long brand names much more expensive from a character standpoint.
For example, if your brand name takes up 20 or 25 characters, that may be a huge percentage of the available title. You may not have enough space left to clearly explain the product.
In that situation, I would not automatically include it just because you have always included it.
You need to decide whether the brand name is actually helping conversion enough to justify the space.
If you are not sure, test it.
Use Manage Your Experiments If You’re Not Sure
If you have access to Amazon’s Manage Your Experiments tool, this is exactly the kind of thing you can test.
So if you are unsure whether your brand name should be in the title, run an experiment:
- Version A: title with the brand name
- Version B: title without the brand name
Then let the data tell you which one performs better.
This is especially useful for brands that are somewhere in the middle. Maybe you are not a household name, but you do have some recognition in your category. Maybe customers care about your brand, but you are not sure whether they care enough for it to be in the first 75 characters.
That is when a split test is much better than guessing.
Don’t Forget to Check What Amazon Actually Displays
One thing I would definitely do is check whether Amazon is actually showing the brand name to customers.
It is possible to put something in Seller Central and then have Amazon display it differently on the front end.
So do not just look at the edit listing page. Look at the customer-facing listing. Look at search results. Look at mobile if you can.
If the brand name is not being displayed anyway, then including it in the title field may not be helping you. At that point, you are just giving up valuable title space for something customers may not even see.
What I Would Do Right Now
If you have products with titles over 75 characters, I would not wait until Amazon changes them for you.
I would go into Seller Central and check the AI suggestions now.
Here is the practical process:
- Open the listing in Seller Central.
- Click Edit Listing.
- Open the AI suggestions or View Enhancements area.
- Let the recommendation load.
- Review the proposed 75-character title.
- Review the proposed 125-character Item Highlights.
- Make sure the most important product keyword is still in the title.
- Make sure Amazon did not move a critical buying detail into the wrong place.
- Decide whether the brand name is worth including.
- Edit the recommendation if needed.
- Apply only the parts that make sense.
- Then check the live listing after changes go through.
This is one of those updates where doing nothing may technically be allowed, but it is probably not the best idea. Amazon may make a reasonable recommendation, but it may not make the same decision you would make for your brand.
Recommended Review Workflow
| Step | What to Check | Why It Matters |
|---|---|---|
| 1 | Open the AI recommendation | This shows what Amazon may apply if you do nothing. |
| 2 | Review the 75-character title | The title should keep the main keyword and product-defining information. |
| 3 | Review the 125-character Item Highlights | This is where supporting details, use cases, and benefits should go. |
| 4 | Check the brand name decision | A brand name can help or waste space depending on how recognizable it is. |
| 5 | Edit before applying | Treat Amazon’s AI suggestion like a draft, not a final answer. |
Example: How the Split Might Work
Let’s say you have a product title like this:
BrandName Stainless Steel Kids Water Bottle with Straw Lid, Leak-Proof Canteen for School, Travel, Sports, and Camping, BPA-Free, 18 oz, Blue
That type of title was common under the longer title format.
Under the new structure, you might need to split it more like this:
Title:
Stainless Steel Kids Water Bottle with Straw Lid, 18 oz, Blue
Item Highlights:
Leak-resistant canteen for school, sports, travel, and camping. BPA-free parts included.
That is not the only correct version, but it shows the general idea.
The title explains what the product is. The Item Highlights explain why someone might use it and add supporting details.
Now, if the brand is well known, maybe the brand name belongs in the title:
BrandName Kids Stainless Steel Water Bottle with Straw Lid, 18 oz
But if the brand is not well known, I would rather use that space for product information customers are more likely to search for or care about.
Example Title Split
| Version | Text | What It Does |
|---|---|---|
| Old Long Title | BrandName Stainless Steel Kids Water Bottle with Straw Lid, Leak-Proof Canteen for School, Travel, Sports, and Camping, BPA-Free, 18 oz, Blue | Tries to fit product type, features, benefits, use cases, brand, size, and color into one title. |
| New Title | Stainless Steel Kids Water Bottle with Straw Lid, 18 oz, Blue | Keeps the core product keyword and most important buying details in the title. |
| Item Highlights | Leak-resistant canteen for school, sports, travel, and camping. BPA-free parts included. | Moves use cases and secondary benefits into the supporting field. |
The Main Mistake to Avoid
The main mistake is assuming the new 75-character title is just a shorter version of your old title.
It is not just shorter. It changes the job of the title.
The title now has to be more disciplined. You need to decide what absolutely belongs there and what can move into Item Highlights.
That means you should not try to force your old 200-character title into 75 characters by cutting random words.
Instead, rebuild the title around the most important customer-facing information.
Start with the core product keyword. Add only the details that materially affect the buying decision. Move the supporting benefits and use cases into Item Highlights.
That is the cleaner way to handle this.
FAQ: Amazon AI Title Suggestions and Item Highlights
Where do I see what Amazon’s AI will change my title to?
Go to Manage All Inventory, find the listing you want to check, select Edit, and then click View enhancements. Amazon will show AI-powered recommendations for the shorter title and Item Highlights.
Do I have to accept Amazon’s AI title suggestion?
No. You can review the suggestion, edit it, apply only the parts you want, or rewrite the title yourself. I would not blindly accept AI suggestions across your whole catalog without checking them first.
What should go in the 75-character title?
The 75-character title should include the most important customer-facing information: the main product keyword, product type, key feature, and any size, color, material, or count detail that affects the buying decision.
What should go in Item Highlights?
Item Highlights should include useful supporting information that does not fit in the title, such as use cases, secondary benefits, included accessories, materials, or compatibility details.
Should I include my brand name in the title?
If your brand is well known or customers search for it by name, it may make sense to include it. If you are a smaller brand and customers are not searching for your brand name, I usually would use that title space for product keywords instead.
What if my brand name is long?
If your brand name is long, you need to make a judgment call. A long brand name can take up too much of the 75-character title. If you are not sure whether it helps, test a title with the brand name against one without it using Manage Your Experiments.
Will Amazon automatically change my title?
Amazon has said that titles over the new limit may be updated gradually to the AI recommendation after the deadline. That is why I would check the recommendations now instead of waiting for Amazon to make the change for you.
Final Takeaway
Amazon’s title update is not something I would ignore.
Yes, Amazon may automatically update longer titles after July 27, 2026. But you can already go into Seller Central and see what Amazon’s AI would recommend. In many cases, the recommendation may be a decent starting point. In other cases, you may want to edit it before it goes live.
The biggest thing is to make sure the most important information stays in the actual title.
Put the core product keyword and critical buying details in the first 75 characters. Use Item Highlights for the extra benefits, use cases, materials, and supporting details.
And don’t overthink the brand name. If you are a smaller brand that customers are not searching for by name, I usually would not spend title space on it. If you are a well-known brand, include it or test it. If you are somewhere in the middle, use Manage Your Experiments and let the data decide.
If you want a walkthrough, the video above covers this step-by-step. If your situation is more complex and you want help applying this to your catalog, reach out to us at customerservice@fivestarcommerce.com or schedule an info call using the Schedule info call button on our website.
For related Amazon listing help, you may also want to look at our Amazon catalog and listings articles or our Amazon marketplace services.