Amazon’s 75-Character Title Limit: How to Rewrite Your Titles (2026)

Amazon has changed the most important line of every listing. From 27 July 2026, product titles can be at most 75 characters, including spaces, in every category except media (books, music, video and software, which keep 200). Titles that are longer are shortened by Amazon itself. This guide shows what changed, what to keep in a 75-character title and how to move everything else into fields that still help you rank. You can check every title as you write it with the free Amazon character counter.

What changed in the 2026 title rules

• 75 characters maximum in all categories except media. Spaces, commas and your brand name all count.
• Over-limit titles are rewritten by Amazon, so you lose control of the words buyers see if you do nothing.
• New item highlights field of up to 125 characters, shown under the title, for the details that no longer fit.
• The old rules still apply: no word more than twice, no special characters such as ! $ ? _ { } ^ ¬ ¦, no promotional words like “best seller” or “free shipping”, and no ALL-CAPS.

A simple formula for a 75-character title

Most good short titles follow the same order:

Brand + product type + the one feature buyers search for most + size or colour

Everything else, such as extra uses, materials, gift ideas and compatible models, moves to item highlights, bullet points and backend search terms.

Before and after examples

In both cases the words that were cut are not lost. “BPA free”, “gym”, “travel” and “keeps cold 24 hours” go into item highlights and bullets; “gift for Eid” and “summer top” go into backend search terms.

How to rewrite your titles step by step

1. List your titles over 75 characters. Paste each one into the Amazon character counter; it shows the count and flags banned characters and repeated words.
2. Find the phrase buyers use most. Compare your listing with the top 3–5 competitors in the Amazon keyword gap tool. The phrase most competitors share, such as “stainless steel water bottle”, belongs in the title.
3. Write the short title with the formula above. Keep your brand first.
4. Fill item highlights (125 characters) with the next most important facts. The listing attributes checker builds a draft from your bullets and shows which attributes are still missing for your category.
5. Move the rest to backend search terms, under 249 bytes, without repeating words already in the title or bullets.
6. Update parent and child variations. Each variation title must follow the 75-character limit too.

Mistakes to avoid

• Cutting the brand name to save space. It counts toward the limit but helps brand searches and trust.
• Keyword stuffing with commas: “Bottle, Water Bottle, Steel Bottle” wastes characters and breaks the repeat rule.
• Abbreviations nobody searches for, such as “SS WB” for stainless steel water bottle.
• Leaving it to Amazon. An automatic rewrite may drop the size, colour or the keyword that brought you sales.

After the title: check your numbers

A better title brings more clicks, but sales only matter if they are profitable. Check your margin with the Amazon FBA calculator, keep PPC efficient with the ACoS calculator and estimate competitor sales with the BSR calculator. All of them are on the Amazon seller tools page.

Frequently asked questions

What is the Amazon title character limit in 2026?

75 characters including spaces for all categories except media (books, music, video and software), which keep 200 characters. The rule has been enforced since 27 July 2026.

Does the brand name count toward the 75 characters?

Yes. Every character in the title counts, including the brand name, spaces and punctuation.

What happens if my title is too long?

Amazon shortens it for you. Rewriting it yourself keeps the keywords and details that matter most to your buyers.

Where do the words I remove from the title go?

Into the 125-character item highlights field, your bullet points and your backend search terms, where Amazon still reads them.