EStore Tools

Amazon Title Shortener

Cut a long Amazon title down to the 75-character limit, keep the keywords that matter and move the rest into Item Highlights.

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Amazon's current title rules

Amazon announced in Seller Central that from July 27, 2026, titles in all categories except media must be 75 characters or fewer, including spaces. Detail that no longer fits can go into Item Highlights, up to 125 more characters that Amazon says are searchable and shown with the title in search results and on the product page.

RuleRequirementSince
Title length75 characters or fewer, including spaces (all categories except media)July 27, 2026
Item HighlightsUp to 125 more characters for materials and use casesJuly 27, 2026
Special characters! $ ? _ { } ^ ¬ ¦ not allowed unless part of the brand nameJanuary 21, 2025
Repeated wordsNo word more than twice, except prepositions, articles and conjunctionsJanuary 21, 2025
Earlier length limit200 characters including spaces, for most categoriesJanuary 21, 2025

These rules come from Amazon's US Seller Central announcements. Other marketplaces and media categories can differ, so the tool lets you choose the limit. Check your own marketplace's announcements before relying on 75.

Titles still over 75 characters are being replaced with Amazon's AI recommendation over time. Your listing stays active, and brand owners get 14 days to review, change or approve a change before it goes live.

How the shortener decides what stays

  • Brand, product type and the one or two details shoppers filter by (size, capacity, count, model or compatibility) stay in the title.
  • Materials, features and use cases move to Item Highlights.
  • Banned characters, promotional words ("best", "premium", "sale") and repeated words go.
  • Keywords that fit nowhere are listed for your backend search terms. Check them with the Amazon backend keywords checker.

AI models count characters loosely, so the tool aims below the limit (55 to 70 characters for a 75-character limit). Check the final length before you save: the SMS character counter counts every character, spaces included.

Updating the listing

  1. 01

    Open the listing

    In Seller Central, go to Catalog → Manage all inventory, find the product and choose Edit.

  2. 02

    Replace the title

    Paste the shortened title into the title field, and the Item Highlights text into Item Highlights where your listing offers it.

  3. 03

    Update search terms

    Add the leftover keywords to Search Terms, keeping within the byte limit.

  4. 04

    Watch for Amazon's suggestions

    If you're the brand owner and Amazon proposes its own title, you have 14 days to review it. Compare it with yours and keep the better one.

Questions people ask

What is Amazon's title character limit?

In the US, 75 characters including spaces for all categories except media, from July 27, 2026. Before that, the limit for most categories was 200. If you sell elsewhere, check your marketplace's Seller Central announcements.

What happens if my title is over 75 characters?

Amazon says it will gradually replace titles over 75 characters with its AI recommendation. Your listing stays active, and brand owners get 14 days to review the change.

What are Item Highlights?

A field of up to 125 extra characters for materials and use cases. Amazon says it's searchable and shown with the title in search results and on the product page.

Which special characters are banned in Amazon titles?

! $ ? _ { } ^ ¬ ¦, unless they're part of your brand name. A word also can't appear more than twice, apart from short words like "and", "for" and "the".

Where do the keywords I cut go?

Into your backend search terms. Shoppers don't see them, so they're the right place for synonyms that no longer fit in the title.

Related tools

Amazon Backend Keywords CheckerCheck backend search terms against Amazon's byte limit, strip repeats and wasted words, and get a cleaned version.Google Shopping Title OptimizerRewrite product titles for your Google Shopping feed with the right formula for the category, the key details up front and nothing Google rejects.Product Description RewriterPaste supplier or dropshipping copy and get an original description built from the same facts, without the clutter.SMS Character CounterCount characters and segments, catch the characters that switch a text to Unicode, and estimate what a send costs.

Want this builtinto your store?

I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.

Emmanuel Asika

Emmanuel Asika

Shopify & WooCommerce developer, Dublin

I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.

hello@emmanuelasika.com
See my work

Last reviewed 30 September 2026.

Sources: Amazon Seller Central: Updates to improve your product titles begin on July 27 · Amazon Seller Central: New product title requirements effective January 21, 2025