Amazon product title rules and character limits on every marketplace

Amazon's title rules in 2026: since 27 July 2026, titles in every category except media must be 75 characters or fewer, spaces included, and a new Item highlights field holds 125 more searchable characters. The January 2025 rules still apply, so no ! $ ? _ { } ^ ¬ ¦ unless part of the brand name, and no word more than twice. Titles still over 75 characters are being replaced gradually with Amazon's recommended versions.

Amazon's title limit has changed twice in two years. In January 2025 it set 200 characters for most categories, banned a list of symbols and capped any word at two uses. Then, from 27 July 2026, it cut the title to 75 characters for every category except media, and added a new field, Item highlights, to hold what no longer fits. If your titles were written before the summer of 2026, many of them no longer meet the rules.

This guide covers the current rules, what happens to titles that break them, the limits on eBay, Etsy and Walmart side by side, a title formula for each, and examples before and after. If you sell on several marketplaces, the side-by-side table is the part to keep open while you write: the same product needs a different title in each place, and the differences are easy to forget.

What are Amazon's title rules in 2026?

The length. Since 27 July 2026, Amazon titles in all categories except media must be "75 characters or less including spaces".

Item highlights. A new field adds "an additional 125 characters" for details such as materials or recommended uses. It is searchable, and it appears with the title in search results and on the product page. Amazon describes the change as keeping 200 characters for important product information, now split between the Item name (75) and Item highlights (125). Since 10 August 2026, Item highlights shows beneath the Item name on desktop and mobile.

Search. Amazon says "Your search and discoverability are unchanged", and that the Item name and Item highlights are both inputs for search, with neither prioritised over the other.

The January 2025 rules still apply.

• The special characters ! $ ? _ { } ^ ¬ ¦ are not allowed, unless they are part of the brand name.
• The same word may not appear more than twice. Prepositions, articles and conjunctions are exempt.

For sellers who list through software, Amazon's Selling Partner API documents how to submit titles in the new parts.

What happens when an Amazon title breaks the rules?

An Amazon title over the new limit is not removed: Amazon rewrites it, and has said how. After 27 July 2026, titles still over 75 characters are replaced gradually with recommended versions that keep the key information in the title and move the rest to Item highlights. Brand owners get 14 days to review a recommendation before it takes effect. Listings stay active and editable throughout.

That is a reason to rewrite your titles yourself rather than wait. A recommendation made for you may keep words you would have dropped, or drop the one that matters most to your shoppers.

For the January 2025 rules, Amazon listed non-compliant titles in Manage All Inventory for sellers to fix, and gave brand owners suggested fixes with the same 14-day window.

How do you write an Amazon title in 75 characters?

An Amazon title of 75 characters is about ten to twelve words, so every word has to earn its place. A structure that works for most products:

Brand + what the product is + the one or two attributes that separate it

• Brand, if shoppers search for it or it is a reason to buy.
• What the product is, in the words shoppers use: "insulated water bottle", not "hydration vessel".
• The attributes that separate it: size, count, material, colour, the variant.

Then Item highlights takes the next details: secondary materials, uses, compatible models, care.

Amazon's SEO guide calls titles "a great place to use the primary keywords you identify through your keyword research". Use the main phrase once, naturally. Our guide to Amazon keyword research covers finding it.

How do you count Amazon's 75 characters?

Amazon's 75 characters include every space and every punctuation mark. A few habits help you stay inside:

• Count with a tool, not by eye. Any word processor or spreadsheet shows a character count; paste the title in before you upload.
• Prefer short units: "32 oz", "2 pk", "15 in", written the way shoppers write them.
• Drop words that add nothing: "for", "with" and "and" can often go when a comma does the same job.
• Do not abbreviate the product type. "Insulated Water Bottle" is what shoppers search; "Ins. WB" is not.

If a title will not fit, the answer is rarely to squeeze it. It is to decide which detail belongs in Item highlights.

What goes in Amazon's Item highlights?

Amazon describes Item highlights as the place for details such as materials or recommended use cases, and says the field is searchable. Treat it as the second half of your title:

• Materials the title had no room for: "18/8 stainless steel body, BPA-free lid".
• Uses: "for hiking, gym and commuting".
• Compatibility: "fits most car cup holders", "for 13 to 15 inch laptops".
• The variant details that are not in the title: colour, finish, pattern.

Write it as a short phrase or two, not a sentence-long paragraph, and do not repeat the title's words. Every word in Item highlights should add something a shopper might search for or need to know.

How do you title Amazon variations?

When an Amazon listing has variations, such as sizes or colours, each child listing carries a title, as does the parent. The variant belongs in the child's title, because a shopper searching "32 oz" or "navy" should land on the right one. Keep the rest of the title the same for every child, so the family reads as one product in several versions, and keep each child within 75 characters.

Does the 75-character rule apply in every Amazon store?

Amazon announced the 75-character rule on its US seller forums, so check the limit in each Amazon store you sell in, and write each store's title in its language and spelling: "colour" for the UK, "color" for the US, French for shoppers in France. A title translated without a check can lose the phrase local shoppers search.

What are the title limits on eBay, Etsy and Walmart?

eBay allows 80 characters, Etsy 140 and Walmart 150, beside Amazon's 75:

The same product can need four different titles. Our guide to listing on several marketplaces covers keeping them in step.

What is a good title formula for each marketplace?

Each marketplace suits a different title formula:

• Amazon: Brand + product type in shoppers' words + one or two key attributes. Everything else in Item highlights.
• eBay: Brand + product name + model number + variant + one extra keyword, as eBay suggests, within 80 characters.
• Etsy: What the item is first, then its most important traits such as colour, material and size; subjective words in the description.
• Walmart: Brand + defining quality + item name + style + pack count, in proper capitalisation.

Examples before and after

The products below are made up for this article. Character counts include spaces.

A water bottle

• Before (an Amazon title from 2025, 152 characters): Brand Insulated Water Bottle 32 oz Stainless Steel Vacuum Double Wall Leak Proof Straw Lid Sports Gym Hiking Travel Water Bottle for Women Men Kids Navy
• After (Amazon, 62 characters): Brand Insulated Water Bottle, 32 oz Stainless Steel, Straw Lid
• Item highlights: Double-wall vacuum insulation, leak-proof lid, fits most cup holders, navy

The "after" drops the second "water bottle", moves the uses and colour to Item highlights, and keeps the phrase shoppers search.

A pair of running shoes

• Amazon (65 characters): Brand Glide 3 Men's Running Shoes, Breathable Mesh, Size 10 Black
• eBay (65 characters): Brand Glide 3 Running Shoes Mens Size 10 Black Mesh Road Trainers
• Walmart: Brand Men's Glide 3 Breathable Mesh Running Shoes, Black, Size 10

A linen tablecloth

• Amazon (57 characters): Brand Linen Tablecloth, 60 x 90 in Rectangle, Stonewashed
• Etsy: Linen tablecloth, rectangle 60 x 90 in, stonewashed natural flax

In every case the title says what the product is in the first few words, and none uses a banned symbol or repeats a word more than twice.

What are the most common title mistakes?

Writing to the old 200-character limit and repeating the product name are the most common title mistakes:

• Writing to the old 200-character limit. Those titles are being shortened for you.
• Repeating the product name to fit more keywords. No word more than twice on Amazon, and repeated keywords are barred on Walmart.
• Symbols as decoration: exclamation marks, dollar signs, tildes.
• Capitals for emphasis. eBay says whole words in capitals can lower your ranking, and Walmart bars all caps.
• Promotions in the title: "sale", "free shipping", "best seller". Walmart bars them, and Etsy's guidance moves "on sale" and "free delivery" out of titles.
• The same title pasted everywhere. Each marketplace has a different limit and different rules.

A title checklist

1. Within the marketplace's limit, counted with spaces.
2. What the product is, in shoppers' words, in the first few words.
3. The main keyword once, naturally.
4. No banned symbols, no word more than twice on Amazon.
5. No capitals for emphasis, no promotions.
6. On Amazon, Item highlights filled with what the title had to drop.
7. Read aloud: it sounds like a product, not a list of searches.

How Commicorn helps

• Each marketplace's title inside its limit: 75 characters for Amazon with Item highlights beside it, 80 for eBay, 140 for Etsy, 150 for Walmart, written from your facts.
• The rules applied for you. Banned symbols are taken out, a word is never used more than the marketplace allows, and capitals are kept to each marketplace's style.
• Your keywords placed. The main phrase goes in the title, the next details in Item highlights.
• Shortened only when it has to be, and you are told when a title was cut to fit.

Commicorn writes each marketplace's title inside its limits. Start free.

Questions sellers ask

Does the brand have to come first in an Amazon title?

Brand first is the common structure, and it helps where shoppers search by brand. If your brand is new and nobody searches for it, the brand still belongs in the title, but the product type matters more.

Should I include the size in an Amazon title?

Yes, when shoppers choose by size or search with it, such as "32 oz" or "queen". The size is one of the attributes that separates your product.

Can I put my old long title in Item highlights?

Not as it was. Item highlights has 125 characters, and its words should not repeat the title's, so pick the details that matter most.

Will Amazon change my title if it is over 75 characters?

Yes, gradually. After 27 July 2026, titles still over 75 characters are replaced with recommended versions; brand owners get 14 days to review a recommendation, and listings stay active throughout.

Which characters are banned in Amazon titles?

! $ ? _ { } ^ ¬ ¦, unless they are part of the brand name, under the January 2025 rules, which also cap any word at two uses, apart from prepositions, articles and conjunctions.