Amazon quietly split product identity into two fields on July 27, 2026. Titles across every category except media (books, music, and video) now have to fit in 75 characters, and a new “Item Highlights” field with 125 characters of its own picks up whatever no longer fits. If you’re managing a catalog of wholesale-purchased SKUs, this is one of those changes that’s easy to miss until your titles get auto-rewritten for you.
What Actually Changed
Amazon now requires product titles to fit within 75 characters, including spaces, across Seller Central marketplaces (the United States among them). The only carve-out is media – books, music, and video are exempt. Alongside the shorter title, Amazon introduced Item Highlights: a separate, optional field of up to 125 characters that displays just below the title. On mobile it shows as a lighter-grey line beneath the bold title, before the review stars. On desktop it merges into the same line as the title, separated by a pipe symbol. Together, the two fields split 200 characters between a short product identity (the title) and a searchable line of supporting detail (Item Highlights) – materials, compatibility, use cases, age ranges, the kind of specifics that used to get crammed into an overlong title.
What Happens If You Don’t Update Your Titles
Titles longer than 75 characters aren’t rejected outright – Amazon rewrites them to an AI-generated recommendation gradually if the seller doesn’t act first. Brand owners reportedly get a 14-day window to review and approve the suggested rewrite before it goes live; it’s less clear whether non-brand-owner wholesale resellers get the same preview. Either way, letting Amazon’s algorithm rewrite your titles for you is a worse outcome than doing it yourself – you lose control over which keywords and details survive the cut.
Why Item Highlights Only Shows Up Once Your Title Is Short Enough
One detail that’s easy to miss: Item Highlights only appears once the item name itself is under 75 characters. If your title is still running long, the new field stays hidden – meaning you don’t just lose title space, you lose the extra 125 characters of searchable real estate too until you fix the title first. For sellers who compete on the same listings as other resellers, that’s a second, quieter reason to get titles compliant sooner rather than later – it’s currently sitting empty on most listings, wholesale-sourced ones included, and that’s a straightforward opportunity to be more complete than the competition on the same ASIN.
What to Do With a Wholesale-Purchased, Multi-SKU Catalog
If you’re listing dozens or hundreds of SKUs sourced through wholesale purchasing, this isn’t a one-listing fix – it’s a catalog-wide pass. A few practical steps: audit which of your active listings still exceed 75 characters before Amazon rewrites them for you. Move the details that no longer fit in the title – material, compatibility, pack size, use case – into the new Item Highlights field rather than losing them entirely. Keep the most important brand and product-identifying keywords in the shortened title itself, since that’s still the primary field both shoppers and Amazon’s search weigh most. And don’t skip Item Highlights just because it’s optional – on a listing where you’re competing against other sellers of the same authentic, brand-name inventory, a filled-in Item Highlights line is a small but real point of difference over a competitor who left it blank.
Whatever Amazon’s listing rules do next, the fastest way to win on a shared listing is starting from real, verified wholesale-sourced inventory – not guesswork on where it came from.
When did Amazon’s 75-character title limit and Item Highlights field take effect?
Both took effect July 27, 2026, across Seller Central marketplaces including the United States, for every category except media (books, music, and video).
Is the Item Highlights field required?
No, it’s optional. As of its rollout it was reportedly still empty on most listings, which makes filling it in a straightforward way to stand out against competing listings for the same product.
What happens if my product title is over 75 characters?
Amazon rewrites it to an AI-generated recommendation gradually if you don’t update it yourself. Brand owners reportedly get a 14-day window to review the suggested rewrite first; updating the title yourself gives you more control over which details and keywords are kept.
Related reading: Amazon Buy Box: How It Works for Wholesale Resellers | Amazon’s Price History Feature: What It Means for Resellers | Amazon\u2019s Quantity Variation Theme Explained
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