Amazon cuts your product title to 75 characters on 27 July
Your Amazon product title will soon be only a third of what you are used to. From 27 July 2026 Amazon lowers the title limit to 75 characters including spaces, in every category except media. That is a hard cut compared with the 200 characters that applied since January 2025.
For sellers who spent years cramming their title full of keywords this feels like a loss. It is exactly the opposite. The title was never the place to fit every keyword. It is the first three seconds of a purchase decision. Those three seconds now get cleaner, and the sellers who are clear about what their brand stands for gain room from it.
In six years of product listing design at Oase Creative I see the same pattern on every platform. The seller who does not dare shorten his title does not know what the core of his product is. The 27 July change forces that choice. In this article you will read what exactly changes, what happens if you do nothing, and how to set up your 75 characters so your brand takes the win, not the pile of keywords.
What exactly changes: from 200 to 75 characters
The core is short. From 27 July your product title may count at most 75 characters including spaces, in every category except media. Amazon pairs that with a new field: Item Highlights, good for up to 125 characters. That field is searchable and appears next to your title, both in the search results and on the product page.
Do the maths. First you had 200 characters for one block. Soon you have 75 characters for the title and 125 characters for Item Highlights, each with its own job. Not a smaller shop window, but a divided shop window that forces you to choose what goes up front. The title becomes the brand and recognition block. Item Highlights becomes the block for material, size and use case.
Amazon gives as its reason that a title of 75 characters fits completely on a mobile screen, and that this matches the title length of other web shops. That is not a small technical footnote. The vast majority of bol.com and Amazon traffic is mobile. A title that was still readable on desktop already cut off on mobile with an ellipsis. The limit makes visible what the buyer already saw: only the first words count.
What happens if you do nothing: the AI rewrites your title
If you do nothing, Amazon decides for you. Titles that stay above 75 characters after 27 July will be gradually rewritten by Amazon's AI, without the seller having to do anything. The system cuts and chooses for itself which words stay.
That is exactly the moment where you can lose control. An algorithm that shortens your title does not know your positioning. It does not know whether "handmade" or "sustainably pressed" or your brand name is the most important word. It chooses based on what it thinks a searcher is looking for, not based on what sets your brand apart.
There is one brake on that automatic rewrite. Sellers with their brand in Amazon Brand Registry get 14 days to review, edit or approve the AI suggestions, in the Review Listings Changes section. Sellers without brand registration do not get that window. For them the change goes live without review.
Read those two sentences again. The difference between looking on and being overtaken is whether you registered your brand. That is not an IT matter. It is the choice to stay owner of how your product presents itself.
Why this is not a technical update but a brand decision
Most sellers will approach this as a matter of tidying up. Shorten titles, done. That is the most expensive way to deal with it, because you leave the most important question unanswered: which 75 characters carry your brand?
A title of 200 characters hides laziness. You did not have to choose, so you stacked everything: brand, type, colour, size, five synonyms, a claim, another claim. At 75 characters that is no longer possible. You are forced to determine what a buyer should see first. And that is exactly the exercise that separates a brand from a fill-in form.
I wrote earlier that a listing that converts starts with the brand, not the tactic. The title change makes that concrete. Anyone who knows their positioning shortens effortlessly: brand, product type, the one feature that makes the choice. Anyone who does not know their positioning stares at 200 characters and does not know what can go. The empty field is the same test as a rebrand: it shows whether there is an idea under your product or only a list.
How to prioritise 75 characters: brand over keyword density
Practically, a clear structure fits in 75 characters. Put up front what a buyer needs to recognise and choose you:
Start with your brand name. A brand that means something belongs in the first position, because it is the reason for repeat purchase. Then the product type in plain words, the way a buyer would type it. And then one, at most two distinguishing features: the material, the size or the property that separates your product from the next one in the row.
What you drop is just as important. Rows of synonyms do not belong in the title. Sticking five near-identical search terms in a row is not a title, it is a keyword list hoping for a hit. Those keywords do not disappear from view, they move to Item Highlights and to your bullets. The title becomes the brand block, the rest of your listing carries the search breadth.
This prioritisation is not a trick for 27 July. It is the same logic we apply to optimising a Bol.com listing: the first words carry the decision, the rest supports. Amazon now forces what good listing construction always was.
Item Highlights: 125 characters you should not waste
The new Item Highlights field is not a place for the leftovers. It is searchable and it sits next to your title in the results, so it plays a part in both findability and persuasion. Treat it as a second, shorter pitch.
Use the 125 characters for the information a buyer compares on: material, dimension, contents, the use case in which your product is the better choice. Not "high quality", because every product says that. Rather "dishwasher-safe stainless steel, 18 cm, for daily use". Those are verifiable facts, and facts sell better on a marketplace than adjectives.
Here is also the link with the way Amazon now reads your listing as a set of claims, not as loose keywords. Amazon's AI search layer judges whether your product information is correct and matches the searcher's intent. Item Highlights is an extra place to put those claims down hard and short. Do not waste it on a repeat of your brand name that is already in the title.
Brand Registry: without registration nobody looks on
I return to the point most sellers will miss. The only way to see the AI rewrite before it goes live is a registered brand. The 14-day review is not an extra, it is your control panel.
Registration in Amazon Brand Registry opens more than just that window to look on. It is also the condition for A+ content and for an Amazon Brand Store, the two places where your brand takes over the story once the buyer clicks past the title. In other words: the title change is a good reason to get your brand foundation in order, because everything the short title can no longer say has to land somewhere else.
For brands we guide this is the first step we take. No registration means no review, no A+ and no Brand Store. Then you are least visible as a brand on a marketplace that increasingly steers on brand.
A short title shifts the weight to your imagery
When the title gets shorter, the weight of the decision moves to your imagery. A buyer who reads a 75-character title in half a second then looks at your main photo and your follow-up images. Those images now have to carry more than before.
Two things become more important. First, a main image that immediately shows what it is in the results list, without the title having to explain it. Second, follow-up images that show the information that no longer fits in the title: size, material, use. That connects to the product photo requirements of marketplaces and to the work we deliver with product photography: imagery that sells at the moment the text is short.
A short title without strong imagery and a well-considered A+ content structure is a listing set up on the wrong foot. The 75 characters are the headline. The rest of your listing is the proof.
How we at Oase Creative prepare listings for 27 July
Our approach to the title change is not a separate project, it is how we build listings anyway. We start with positioning: what does this brand stand for, and which word should therefore go up front. Only then do we look at the technique of the 75 characters and the Item Highlights field.
Concretely, we go through the same steps for each listing. First we determine the brand core and the most important distinguishing feature. Then we write a title that carries recognition and choice within 75 characters. The search breadth moves to Item Highlights and the bullets, written as verifiable claims. The brand has to be registered so the AI review is active. And as a final piece we check whether the imagery takes over the work the short title can no longer do.
This is the same foundation we lay with branding for e-commerce. A platform that shortens your title and partly automates your copy rewards brands with a clear story and punishes brands that leaned on keyword density. The 27 July change is therefore less a threat than a filter: it separates the sellers who know their brand from the sellers who hoped a long title would do the work.
What you need to do this month
The deadline is concrete, so the action list is too. Go through your most important listings before 27 July.
First inventory which titles exceed 75 characters, because those are the listings that will otherwise be rewritten automatically. Rewrite those titles yourself: brand up front, then product type, then the one feature that makes the choice. Fill the Item Highlights field with the 125 characters of verifiable facts and keywords that disappear from the title. Check whether your brand is in Brand Registry so you get the AI review. And look critically at your main image and your follow-up images, because they now carry more.
Start with your bestsellers and your brand-carrying products. Those are the listings where an unfortunate automatic rewrite costs the most. The rest you can do in phases, as long as you have a grip on what your most important pages convey before the deadline.
The platform writes along, you keep control
The 27 July title change fits a larger pattern. Marketplaces are step by step taking over part of the work on your listing, from automatic titles to AI search assistants that judge your product information. That sounds like loss of control, and without preparation it is.
The way out is always the same. The more a platform automates, the more important it becomes that you know what sets your brand apart, because that is the only thing an algorithm cannot come up with for you. A seller without positioning hands their title over to the AI. A brand with a clear story steers what the AI keeps.
The real work is not in shortening 200 to 75 characters. It is in the choice of which 75 characters carry your brand. Do you want your most important Amazon listings reviewed on brand, title and imagery before 27 July? Book a call, and we will look together at which pages need attention now.
