Amazon is changing how product information is divided between the Item Name and Item Highlight in Seller Central.
Starting July 27, 2026, the Item Name in all categories except Media must contain no more than 75 characters, including spaces. Amazon is also introducing the Item Highlight field, which provides up to 125 additional characters for materials, use cases, and other details that help shoppers compare products.
For sellers with existing listings, this is more than a simple character reduction. Information previously placed in one long Item Name may need to be divided between a concise Item Name and a separate Item Highlight.
If you already have an affected listing, you can optimize one Item Name for free.
Quick summary
Beginning July 27, 2026:
- The Item Name must be 75 characters or less, including spaces.
- The new limit applies to all categories except Media.
- The Item Highlight provides up to 125 additional characters.
- The Item Highlight may contain materials, recommended uses, benefits, or comparison details.
- The Item Highlight is searchable and may appear in search results and on product detail pages.
- Amazon may gradually apply AI-generated recommendations to Item Names that remain over 75 characters.
- Listings are expected to remain active during the update process.
- Sellers can continue editing the Item Name and Item Highlight.
- Brand owners may receive a 14-day review period before Amazon applies a recommended change.
Sellers should review important listings before the deadline instead of relying entirely on an automatically generated recommendation.
What exactly is changing?
Many existing listings place the brand, product type, features, materials, dimensions, compatibility, use cases, and repeated keywords into one long Item Name.
The new structure separates that information into two fields.
Item Name: up to 75 characters
The Item Name should identify the product quickly and accurately.
A useful Item Name normally prioritizes:
- Brand name, when relevant;
- Main product type;
- The most important differentiating attribute;
- Essential size, quantity, color, or model information;
- Critical compatibility information.
Not every product needs all five elements. The purpose is to identify the product, not to fill every available character.
Item Highlight: up to 125 characters
The Item Highlight provides additional space for useful details that no longer fit naturally in the Item Name.
Depending on the product, it may include:
- Material;
- Recommended use;
- A practical benefit;
- Additional compatibility information;
- Capacity or performance information;
- Details that help customers compare similar products.
The Item Highlight should add useful information rather than repeat the Item Name using different words.
What should stay in the Item Name?
When reducing an existing Item Name, ask:
What information must a customer see to identify this product correctly?
For most products, the answer includes the product type and one or two essential attributes.
For example, a water bottle Item Name may need:
- Brand;
- Product type;
- Capacity;
- Material;
- One important functional attribute.
It probably does not need every use case, performance claim, audience description, and repeated synonym.
If you are unsure which details to keep, check your current Item Name with the Amazon Title Optimizer.
What should move to the Item Highlight?
Move information that helps persuade or compare but is not required to identify the product.
Good candidates include:
- How or where the product is used;
- Secondary benefits;
- Materials that are not already essential to the Item Name;
- Performance details;
- Additional compatibility information;
- Details that distinguish the product from similar options.
Avoid using the Item Highlight as a second keyword list. It should read naturally and provide information a shopper can understand immediately.
Before-and-after example
Consider this existing Item Name:
Before
BrandName Premium Stainless Steel Insulated Water Bottle, 32 oz, Leakproof Sports Bottle for Gym, Travel, Hiking and Daily Use
The Item Name contains useful information, but it tries to communicate product identity, construction, benefits, and use cases at the same time.
A clearer two-field version could be:
Item Name — 55 characters
BrandName Stainless Steel Water Bottle, 32 oz, Leakproof
Item Highlight — 77 characters
Double-wall insulation keeps drinks cold for travel, workouts, and daily use.
The revised Item Name identifies the product, while the Item Highlight contains the secondary benefit and use cases.
This is an example, not a universal template. The correct information order depends on the product and category.
How to update existing Amazon listings
Step 1: Identify affected Item Names
Export or review your catalog and find Item Names longer than 75 characters.
Prioritize:
- Best-selling ASINs;
- Listings receiving significant advertising traffic;
- Products with high organic visibility;
- Listings where compatibility or variation information is important;
- Item Names containing repeated wording.
Step 2: Mark must-keep information
Identify the information that cannot be removed without making the product unclear or misleading.
Examples include:
- Brand;
- Product type;
- Model;
- Size;
- Quantity;
- Essential compatibility.
Do not treat every existing keyword as mandatory.
Step 3: Separate identity from supporting detail
Keep product identity in the 75-character Item Name.
Move suitable materials, secondary benefits, use cases, and comparison details into the 125-character Item Highlight.
Step 4: Check both character limits
Count spaces and punctuation as characters.
Do not aim to use exactly 75 or 125 characters. A shorter, clearer result is preferable to adding weak wording simply to fill the available space.
You can generate an optimized Item Name and Item Highlight here. The current version processes one English listing at a time.
Step 5: Review before publishing
Check that the result:
- Describes the correct product;
- Preserves required compatibility information;
- Does not invent features;
- Does not remove legally or commercially important information;
- Reads naturally;
- Matches the correct variation;
- Follows category-specific requirements.
AI-generated text should always be reviewed by someone who understands the product.
How to review Amazon’s recommendations
Amazon advises sellers to open Manage All Inventory, select the relevant listing, choose Edit, and review the available enhancements.
Depending on the account, category, and rollout status, sellers may see recommended Item Names and Item Highlights in the enhancement workflow.
If the Item Highlight field is not yet available, keeping the Item Name within 75 characters remains the first priority. Continue checking Seller Central and follow the instructions shown for the listing.
What happens if an Item Name is still over 75 characters?
Amazon states that Item Names remaining above the limit after July 27 may be updated gradually using AI-generated recommendations.
This does not necessarily mean every Item Name changes immediately on July 27. The rollout may happen over time.
Listings are expected to remain active during the process, and sellers can continue editing the Item Name and Item Highlight.
Brand owners may have 14 days to review, modify, or approve a proposed change in Review Listings Changes before implementation.
Common mistakes to avoid
Trying to keep every keyword
A 75-character Item Name cannot carry every phrase from a long legacy Item Name. Repeating similar terms often reduces readability without adding useful information.
Removing essential compatibility
For accessories and replacement products, compatibility may be more important than a secondary feature.
Moving the entire old Item Name into the Item Highlight
The Item Highlight should contain the most useful supporting detail, not everything removed from the old Item Name.
Inventing a benefit to fill the field
Do not add a performance, material, or compatibility claim that is not supported by the product information.
Publishing AI output without review
AI can misunderstand variations, compatibility, measurements, brand terminology, or product claims. Treat the output as a draft.
What should sellers with large catalogs do?
Prioritize listings by:
- Revenue;
- Traffic;
- Advertising spend;
- Organic visibility;
- Seasonal importance;
- Risk of compatibility errors.
Create a repeatable process that records:
- Original Item Name;
- Revised Item Name;
- Item Name character count;
- Item Highlight;
- Reviewer;
- Update status.
The current AMZ Sellers Tools optimizer handles one listing at a time. Batch processing is not included in the first version.
Frequently asked questions
When does the 75-character Item Name limit begin?
Amazon states that the new limit begins on July 27, 2026.
Does the rule apply to every category?
Amazon says it applies to all categories except Media. Sellers should still review category-specific requirements in Seller Central.
Do spaces count toward the Item Name limit?
Yes. The 75-character maximum includes spaces.
Is the Item Highlight required?
Amazon presents the Item Highlight as additional space accompanying the shorter Item Name. Field availability may vary during the rollout.
Is the Item Highlight searchable?
Amazon says the Item Highlight is searchable and may appear in search results and on product detail pages.
Will Amazon deactivate a listing with an Item Name over 75 characters?
Amazon states that listings will remain active while changes are applied gradually. Sellers should still update non-compliant Item Names.
Can I edit the Item Name after Amazon applies a recommendation?
Yes. Amazon says sellers can continue editing the Item Name and Item Highlight.
Does the optimizer guarantee compliance?
No. It is an independent drafting tool and does not replace Amazon’s category requirements or seller review.
Final checklist
Before submitting an update, confirm that:
- The Item Name is 75 characters or less;
- The Item Highlight is 125 characters or less;
- Both fields use the correct marketplace language;
- Product identity remains clear;
- Variation and compatibility information remains accurate;
- No unsupported features have been added;
- The Item Highlight adds information instead of repeating the Item Name;
- A human has reviewed the result.
If your existing English Item Name is ready, use the free Amazon Title Optimizer.
Official source and disclaimer
The policy information in this guide is based on the announcement available at Amazon Seller Central.
Amazon may update its requirements, rollout schedule, or category exceptions. Always confirm the latest information in your Seller Central account.
AMZ Sellers Tools is an independent website and is not affiliated with, endorsed by, or sponsored by Amazon.