Amazon's New 75-Character Title Limit: What Changed and How to Fix Your Titles

What actually changed

Previously, Amazon allowed titles up to 200 characters (varying by category). Under the new rule, titles in most categories are capped at 75 characters including spaces. To compensate, Amazon introduced a new 125-character "Item Highlights" field where the details you had to cut from the title can live instead.

What happens if you don't update your titles

After the rollout, Amazon will automatically apply its own AI-generated shortened version to any title that still exceeds 75 characters. That means if you don't proactively rewrite your titles, Amazon rewrites them for you — often stripping out the exact keyword phrasing you optimized for.

How to shorten a title without losing SEO value

• Lead with your single highest-intent keyword phrase, not the brand name, unless your brand itself drives search volume.
• Cut redundant descriptors that are already covered by category/backend search terms (e.g. don't repeat "for kitchen" if the category already implies it).
• Move secondary attributes (color, size, material, use-case variations) into the new Item Highlights field instead of cramming them into the title.
• Avoid filler words like 'premium', 'best', 'new' unless they carry real search volume for your niche — test with actual keyword data, don't assume.
• Keep units and numbers (oz, pack of 6, etc.) only if shoppers actually search by that spec.

Example: before and after