Amazon is cutting product titles to 75 characters.
On July 27, 2026, Amazon's new 75-character Title limit takes effect. Anything past 75 characters no longer fits the Title. Keep your highest-value keywords in the 75-character Title and move the rest into Amazon's new 125-character Item Highlights field. On your terms, before the deadline.
Amazon.com (US) only.
ASIN under audit
Stays in Title
Moves to Item Highlights
Removed · redundant
Your new split: a 70-character Title and 95 characters of Item Highlights.
STANLEY Quencher H2.0 Tumbler 30 oz with Handle and Straw, Rose Quartz
Flowstate 3-position lid; cup-holder compatible for travel; insulated stainless steel, BPA-free
Each field packed with the keyword space you have, kept in the Title or moved to Item Highlights.
A brand-new, searchable field rolling out around July 27 - Amazon hasn't published its exact placement yet. Most sellers haven't planned for it.
You're not losing characters. You're reallocating them.
Your Title shrinks to 75 characters, but Amazon's new 125-character Item Highlights field picks up the slack. Words that don't fit the Title move there and stay searchable, so your total reach holds.
What goes where
Both fields are searchable, so both get you found. What changes is the job each one does, because the Title is also what gets you chosen. Here's the rule we follow.
Win the search and the click.
Found + chosen- Your highest-converting keywords
- Brand and product type
- The spec shoppers scan for: size, count, model
Stay searchable, help shoppers compare.
Found + compared- High-volume keywords that don't fit the title
- Materials, size, and compatibility
- Use cases and comparison detail
Off the listing entirely.
Liability + noise- Medical, safety, or children's-product claims
- Subjective hype like "best" or "amazing"
- Filler and duplicate words
Want something in the title that's off Amazon's playbook, like a tagline, a bundle, or a hero claim? We flag it and leave the call to you. And the same keyword data powers your voice and Alexa shopping visibility, not just text search.
Fix your titles before Amazon does
Paste one ASIN. We pull your live title, rank every keyword by search demand, and write you a new Title and Item Highlights to review.
Hundreds of SKUs to fix before July 27? We revamp your full catalog: every listing audited and rewritten, prioritized by revenue at risk.
Book a demo →Pulled live from the Amazon catalog by ASIN, with brand and product type resolved.
Left unfixed, anything past 75 characters has to come out of the Title. Better to choose what stays and what moves to Item Highlights than leave it to chance.
Brand, product type, 30 oz, handle, straw, and color stay in the words that win both search and the click.
Overflow keywords and use-case detail move here, so your search coverage survives the shorter Title.
You see exactly where each keyword went between Title and Item Highlights, and why, before you apply anything.
The tool never publishes, uploads, or approves changes. You stay in control of every listing edit.
Lumian revamps your whole catalog. Every Title and Item Highlights pair audited, rewritten, and prioritized by revenue at risk.
Book a demo and we'll run the audit on your own catalog with search-volume evidence behind every keep-or-move call.
The honest answers.
From July 27, 2026, product titles in most (non-media) categories should be 75 characters or fewer, including spaces. A new Item Highlights field adds 125 searchable characters; Amazon hasn't published its exact placement yet. Titles still over the limit after July 27 are gradually rewritten by Amazon's AI, and brand owners get a 14-day window to review, modify, or approve those changes.
Amazon hasn't published exactly how it'll handle titles over the new limit, so the safe move is to get ahead of it. This tool drafts compliant alternatives that keep your highest-value keywords in the 75-character Title and move the rest to Amazon's new Item Highlights field, so you decide what stays and what moves instead of leaving it to chance.
Both fields are searchable, so both capture demand. The difference is the click: the Title, next to your main image, is what shoppers read and tap, so it gets your highest-converting keywords plus the brand and specs people scan for, like "30 oz". Everything else that still deserves to rank, including high-volume keywords that don't fit, goes to Item Highlights along with materials and use cases. Anything that's a compliance claim is removed, not relocated.
You are. Amazon's position is that the wording is on your listing, however it got there. An automated rewrite can surface medical claims, safety signals, or children's-product language you never intended. Moving risky wording into Item Highlights is no protection, because Item Highlights are searchable too. The 14-day brand-owner review window is your real control point: treat it as one, and drop anything that reads as a medical, safety, or children's-product claim rather than relocating it.
No. It audits your Title and drafts recommendations. Nothing is written to Seller Central or Vendor Central. You review every rewrite and apply changes yourself.
Every keyword in your title is ranked by real per-term search demand. Your highest-demand, click-driving terms stay in the 75-character Title; the rest that still earn search move to Item Highlights; duplicates and terms with no measured demand are dropped. You see exactly where each keyword landed and the character budget used in each field before you apply anything. Search demand comes from estimates, so sanity-check against your own data before finalizing.
An AI model rewrites your Title and drafts Item Highlights, keeping your highest-value terms and surfacing high-demand keywords from SmartScout you may be missing. It won't invent features, certifications, or compatibility claims you can't back up. Search demand comes from SmartScout estimates, and own-brand terms are flagged by a heuristic, so give those a second look. Estimates are estimates, so sanity-check against your own data before finalizing.
Yes, that's the actual job. The free tool checks one ASIN at a time; the full-catalog revamp is what Lumian does as a service. We audit every listing, prioritize by revenue at risk, and deliver reviewed Title and Item Highlights rewrites in bulk against your real search data. Book a demo and we'll show you on your own catalog.
Fix your titles before Amazon does
Paste an ASIN and get a clear audit with review-ready Title and Item Highlights you can act on today. Free, one ASIN at a time.