Amazon cuts product titles to 75 characters
According to Amazon's seller announcement, from July 27, 2026 product titles in every category except media must fit within 75 characters including spaces. The information pushed out of the title gets a new home: Item Highlights, a 125-character field that is searchable and appears alongside titles in search results.
The title got shorter and the detail moved to a second field
Amazon capped product titles at 75 characters across all categories other than media. The company gives two reasons: the title should display in full on mobile, and it should stay consistent with the title length used by other online stores. For the information that has to leave the title, a new field called Item Highlights comes into play. It provides an extra 125 characters and is designed for details such as materials or recommended use cases that help a shopper compare options.
Non-compliant titles get rewritten by AI recommendations
Per Amazon's announcement, titles still over 75 characters after July 27 are gradually updated to the platform's AI recommendation. Listings stay live throughout that process, so products are not taken down. Brand owners get 14 days before implementation, and during that window the recommendations generated for titles and Item Highlights can be reviewed, modified and approved through the Review Listing Changes interface.
To reach the recommendations, sellers go to Manage All Inventory in the seller account, open the edit step for the product and view the suggested enhancements. Amazon notes that sellers can instead cut their own title to 75 characters and fill in Item Highlights themselves, and that both the title and the highlights can be changed again later. Because Item Highlights content is searchable and shows next to the title in search results and on the detail page, leaving that field empty is an expensive choice.
The end of keyword stuffing, the start of editorial choices
Long titles have been a marketplace search tactic for years: brand, model, size, colour, material, compatibility and a few synonyms all packed into one line. Seventy-five characters effectively ends that habit. Now you have to decide which three or four pieces of information stay in the title, and that decision moves click-through rate directly.
The second point is whether the decision stays with the seller. If you do not write your own title, the platform's recommendation writes it for you. That suggestion may be technically compliant, but there is no guarantee it preserves the brand's emphasis, its strongest differentiator or the keyword that actually converts. The third is measurement: because a title change affects search visibility and conversion at the same time, the impact is hard to reconstruct later if before-and-after data is not recorded.
What it means for businesses in Türkiye
For sellers exporting from Türkiye through Amazon, this change means immediate work. The priority order is clear: hand-write the titles of the best sellers and the products carrying the most ad spend first, and leave the long tail for later. Brand-registered sellers who want to use the 14-day review window need to watch the screen where recommendations arrive; once that window closes, the decision stays with the platform.
The second issue is translation. Seventy-five characters is even tighter on listings where Turkish product names are translated into English, so word-for-word translation should give way to rewriting with the terms shoppers actually search in the target market. The third is consistency: if the same product carries different titles on Amazon, on your own site and on other marketplaces, managing product data from a single source prevents repeating this manual work at every rule change. Finally, keeping discount and promotion claims out of the title and inside their proper fields is the safer path, both for Amazon's rules and for the commercial advertising regulation taking effect in Türkiye on August 1.
The UNALSOFT take
Marketplace rules change a few times a year, and each time the same question comes back: where does the product data live? In the e-commerce panel approach we build, titles, highlights and channel-specific variations are held in one place, so when a channel rule changes thousands of products are updated through the rule rather than one by one. That turns a constraint into a formatting task instead of a crisis.
With product data in one place, a rule change is not a crisis.
Let's review your marketplace listings and your product data flow together.