Amazon introduced a 75-character title limit, including spaces, for all non-media categories from 27 July 2026. Item Highlights provide a separate 125 characters. Both fields are searchable. This article follows the official German marketplace announcement; check the applicable product-type requirements when working in another store.
Separate identification from explanation
Keep the product type, distinguishing variant and necessary brand or model information in the title. Use Item Highlights for verified material, use or compatibility details. This is a separate field, not permission to enter a 200-character title. It does not replace bullet points or structured attributes.
A practical example
Illustrative product, not a client result: “Nordquell stainless steel bottle 750 ml, black” is the title. “Double-wall insulation, screw cap, 7.5 cm diameter; suitable for hot and cold drinks” is the highlight. Both stay within their respective limits. Only use specifications your product actually meets.
Roll out changes without losing catalogue control
Export child ASINs, marketplace, product type, title, highlights and the source system. Prioritise products where shortening would lose model numbers or pack quantities. Have a product specialist validate claims, then test a small batch. Check processing reports and the live product page. Update the PIM and feeds as well as Seller Central so the next import does not restore the old title.
Amazon says over-length titles are progressively updated with AI recommendations while offers remain active. Brand owners receive a 14-day review window for announced AI changes. Assign someone to review those changes rather than relying only on your own upload process.
Measure a controlled change
Save a baseline for the same queries and child variants. Record price, stock, delivery promise and advertising changes. A before-and-after click-rate improvement cannot be attributed to the title if the main image and promotion changed at the same time. Use Manage Your Experiments where the ASIN is eligible; otherwise document confounding changes and wait for enough observations.
There is no publicly disclosed formula proving that one title position has a fixed ranking weight. Prioritise clear identification and relevant, substantiated information. See our listing and SEO service and design examples for the implementation side.
Policy checked on 17 October 2026. Source: Amazon Germany announcement linked above.
