The looming 75-character product title deadline from Amazon is received push back from sellers due to the impact it will have on their business.
Starting July 27, 2026, product titles in every category except media will need to be 75 characters or less, including spaces. Amazon officials said the goal is to make titles display fully on mobile devices and to bring its listings in line with title lengths used by other online stores.
To offset the lost space, Amazon is introducing an Item Highlights field that gives sellers an additional 125 characters for materials, use cases or other details. That content is searchable and appears alongside titles in search results and on product detail pages.
Amazon’s Use of AI
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually.
“Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time,” according to the statement on Amazon’s website. “When changes are made to your listings, brand owners will have 14 days before implementation to review, modify, and approve AI-generated recommendations for titles and Item Highlights in Review Listings Changes.”
Pushback from Sellers
The reaction on the Amazon Seller Central forum has been sharp as sellers reported a recurring technical error telling them the Item Highlight attribute is unsupported— even on listings already under 75 characters. Others said the bulk file uploader chokes on the new field, forcing them to edit thousands of listings one by one.
Sellers in categories like jewelry and industrial supplies argue that required specifications alone can eat up most of the 75 characters, leaving little room to describe the actual product. Others raised concerns about the accuracies of AI recommendations which strip out the details customers search for and, in some cases, triggering trademark violations or listing suppressions.
Webinar Offered from MerchantSpring on Amazon Rule Change
MerchantSpring will host a webinar on Aug. 6 titled “The Compounding Catalog: Optimize Listings for Better Ranking, Ad Efficiency, and AI Shopping,” focused on the changes Amazon made to product listings on July 27.
The session will examine Amazon’s move to shorten product titles to 75 characters in most categories, add a 125-character Item Highlights field, and give brands a 14-day window to approve AI-generated rewrites before they are applied automatically.
MerchantSpring Co-Founder and CEO Paul Sonneveld will lead the discussion with Teikametrics CEO and Founder Alasdair McLean-Foreman. The webinar will cover how brands can decide which keywords belong in shorter titles, why thinner catalogs may face added risk, and how search query and advertising data can guide listing updates.
Additionally, Sonneveld and Alasdair McLean-Foreman will detaul the link between stronger listings and ad performance, with a case study on conversion, return on ad spend and sales.