Amazon cut product titles to 75 characters. Here’s what enterprise brands should do about it

Amazon cut product titles to 75 characters. Here’s what enterprise brands should do about it.

When Amazon announced that it was cutting most product titles to 75 characters, there was no shortage of immediate reaction. We decided to wait.

For enterprise brands managing thousands or hundreds of thousands of ASINs, the real story would be in the rollout. We wanted to see what would happen when the rule met real catalogs: complicated naming systems, variants, search requirements, approved claims, compliance language, global workflows, and all the other information brands have spent years squeezing into Amazon titles.

Now the rollout is underway. And the most important part of Amazon’s change isn’t the 75-character limit. It’s what happens to everything that no longer fits.

From 200 characters to 75

Until July, Amazon allowed titles of up to 200 characters in most product categories. On July 27, 2026, that maximum dropped to 75 characters, including spaces, for all categories except media like books and DVDs. That’s a 62.5% reduction.

Amazon gives two reasons for the change: shorter titles can display fully on mobile, and they more closely align with title lengths used by other online stores. Which other stores? Amazon doesn’t say.

But the direction makes sense. Amazon titles have historically been unusually information-dense (and, frankly, very hard to parse). Brand, product name, product type, size, quantity, color, compatibility, attributes, benefits, and keywords could all find their way into a single field.

At 75 characters, that strategy becomes impossible.

That’s probably a good thing for shoppers. A title shouldn’t have to function as a miniature product description. Particularly on mobile, its first job is to help someone quickly identify and distinguish a product.

But shorter isn’t automatically clearer. Someone still has to decide what matters most.

The bigger story: Amazon can rewrite your title for you

This is the part enterprise brands should pay closest attention to.

Amazon is using AI to generate recommendations for titles that don’t meet the new requirement. Brand owners have a 14-day review period before implementation to review, modify, or approve the recommendation. And if you don’t act?

Amazon says titles that remain over 75 characters will gradually be updated to its AI recommendation. Listings remain active throughout the process, and brands can edit titles later. That changes the stakes. A lot.

Amazon’s AI knows that a title needs to fit within 75 characters. But it doesn’t necessarily know your organization’s hierarchy of information. For one product, a model number may be essential to preventing someone from buying the wrong item. For another, pack count may distinguish otherwise identical SKUs. A regulated claim or required qualifier may have gone through legal review. Certain brand or product terminology may need to appear exactly as written.

The risk isn’t that AI can’t shorten a title. It’s that it can shorten one successfully according to Amazon’s rules while removing or changing something that matters according to yours. That turns a copywriting problem into a content-governance problem.

Amazon didn’t really eliminate the other 125 characters

There’s another part of the change that deserves just as much attention: Item Highlights.

Amazon now gives brands two fields:

Item name: 75 characters
Item Highlights: 125 characters

Amazon describes Item Highlights as a place for information such as materials and recommended use cases that can help shoppers compare products. The field displays with the title in search results and on product detail pages. Amazon also says both the Item name and Item Highlights are inputs for search, with neither prioritized over the other.

Amazon didn’t simply taken 125 characters away. It divided the old 200-character space into two fields with different jobs.

The title should identify the product. Item Highlights should help the shopper choose it. Don’t take the last 125 characters of your old title and dump them into Item Highlights. Reconsider the information as a whole.

‍What stays and what moves?

Consider these examples. (Note: these are Talkoot rewrites, not Amazon-generated titles.)

Coca-Cola

Before:
Coca-Cola Zero Sugar Soda, 12 fl oz Cans, Zero Sugar, Zero Calories, 24 Pack

After:  
Title: Coca-Cola Zero Sugar Soda, 12 fl oz Cans, 24 Pack

Item Highlights: Zero sugar and zero calories; crisp Coca-Cola taste with satisfying fizz

The product variant and package configuration stay in the title because they help identify exactly what the shopper is buying. Supporting claims and product characteristics move to Item Highlights.

But what if a particular phrase in the original title like “zero sugar” was legally required by Coca-Cola’s own compliance rules? “Zero sugar” shouldn’t simply compete with everything else for 75 characters. It should be flagged as protected content before AI ever touches the title.

Reebok

Before:
Reebok FloatZig 2 Men’s Running Shoes, Lightweight Cushioned Running Sneakers for Daily Runs

After:  
Title: Reebok FloatZig 2 Men’s Running Shoes

Item Highlights: Lightweight cushioning for everyday runs

Here, brand, model, gender, and product type identify the product. Cushioning and use case help a shopper decide whether it’s right for them, so they move to Item Highlights.

The example also shows why a universal title formula doesn’t work. The information required to identify a running shoe isn’t the same as the information required to identify a beverage.

JBL

Before:
JBL Flip 7 Portable Bluetooth Speaker, IP68 Waterproof & Dustproof, Up to 16-Hour Playtime, Black

After:  
Title: JBL Flip 7 Portable Bluetooth Speaker, Black

Item Highlights: IP68 waterproof and dustproof; up to 16 hours with Playtime Boost

JBL identifies the Flip 7 as IP68 waterproof and dustproof and specifies up to 16 hours of playtime with Playtime Boost.

Brand, model, product type, and color identify the item. Technical specifications that help someone compare it with another speaker move to Item Highlights.

But notice that IP68 stays exactly IP68. If that’s an approved technical specification, an AI system shouldn’t decide that “weatherproof,” “water-resistant,” or some other approximation is close enough.

Don’t optimize 75 characters. Optimize the system.

Because Amazon says both fields are used for search, brands don’t have to treat every potentially valuable search term as if it must fight for one of the 75 title characters. Instead, decide what each field is supposed to accomplish.

A useful starting hierarchy might look like this:

Title: Brand → Product/model → Product type → Critical variant → Essential purchase identifier

Item Highlights: Primary differentiator → Use case → Key specification → Secondary attribute

Then adapt that hierarchy by category. A beverage shopper may need flavor, package size, and pack count to identify the right product. A footwear shopper may need model, gender, and product type. An electronics shopper may need model, color, or compatibility.

The enterprise challenge is scale

Rewriting one Amazon title is easy. Rewriting 100,000 titles while preserving every model number, variant, legal requirement, approved claim, search term, technical specification, and brand convention is not.

That’s the reality that gets lost when this change is framed simply as “Amazon titles are now 75 characters.”

Enterprise brands need rules that establish:

• What must always remain in the title

• What should appear when space permits

• What belongs in Item Highlights

• What must be preserved verbatim

• Which claims cannot be strengthened or paraphrased

• Which attributes distinguish one SKU from another

• How priorities change by product category

Those are decisions a brand should make once and AI should execute repeatedly. They shouldn’t be decisions AI makes independently 100,000 times.

What brands should do now

Start by auditing your catalog for titles over 75 characters. But don’t immediately start shortening them.

First, identify protected information: compliance language, model numbers, compatibility information, variant identifiers, pack quantities, technical specifications, approved claims, and anything else that can’t safely disappear or change.

Next, establish category-specific content hierarchies for the Title and Item Highlights. Then use AI to apply those rules at catalog scale.

Finally, validate the output programmatically. Check character counts, required terminology, protected claims, prohibited language, and unnecessary duplication between the two fields.

And review Amazon’s AI recommendations while you still have the opportunity to intervene. Amazon says sellers had already updated more than 984 million product titles by August 2026, and its AI-assisted transition of remaining titles will continue throughout the year.

Let AI do the shortening. Don’t let it decide what matters.

A month ago, Amazon’s announcement looked like a very big character-count change. Now that the rollout is underway, the full picture has become clear.

Amazon separated product identification from decision-making information. It’s made both fields searchable. And it’s put AI in the loop to bring non-compliant listings into line.

For enterprise brands, the answer isn’t to manually shorten thousands of titles. And it isn’t to let Amazon decide what disappears. It’s to define the hierarchy first. And let AI apply it at scale. That’s the opportunity hidden inside Amazon’s 75-character mandate.

Make the shift at scale

Talkoot can help enterprise brands turn Amazon’s new title requirements into clear, category-specific content rules, then use AI to rewrite and validate Titles and Item Highlights across the catalog. Get in touch to see how Talkoot can help you make the shift at scale.