Action Required by July 27, 2026
Amazon is introducing a strict 75-character limit (including spaces) for product titles across all non-media categories. Non-compliant titles risk being suppressed from search results or automatically modified by Amazon's AI.
What is changing on Amazon?
Effective July 27, 2026, Amazon is implementing new product title requirements to optimize search performance and product display quality.
- Shorter Titles: Product titles must not exceed 75 characters.
- New "Item Highlights" attribute: To compensate for the reduced length, Amazon has introduced a new searchable attribute. This allows you to add up to 125 additional characters to highlight key product information (materials, features, use cases, etc.). Item Highlights are displayed alongside titles in search results and on product detail pages.
 Excluded Marketplaces
These new title limits do not apply to the following marketplaces: Saudi Arabia (SA), Egypt (EG), Türkiye (TR), and United Arab Emirates (AE).
What you have to do in Lengow
To preserve your product visibility and avoid unauthorized AI modifications to your content, you must update your Amazon mapping in Lengow before the deadline.
- Shorten your titles: Review your title mapping to ensure the output is 75 characters or less. Tip: You can use Lengow rules or functions (like TRUNC) to automatically adapt your catalog data.
- Map the new "Item Highlights" attribute: Move any excess product information (features, materials, specific use cases) to this dedicated attribute so it remains searchable and visible to buyers.
 Finding the attribute in Lengow
This new field is available in the Common Attributes section of your Amazon channel. Look for the attribute named "title_differentiation..value" (Point fort de l'article).
What happens if titles are not updated?
Failing to adapt your catalog before July 27 exposes your listings to several severe risks:
- Listing Suppression: Non-compliant offers may be suppressed from search results, appearing under Manage All Inventory > Search Suppressed and Inactive Listings in Amazon Seller Central.
- Unwanted AI Modifications: Titles exceeding 75 characters may be automatically shortened or rewritten by Amazon-generated AI recommendations, removing your control over your own branding and merchant-provided content.
- Loss of Performance: Reduced search visibility and degraded listing quality can significantly impact your traffic, conversion rate, and overall sales performance.
Note for Brand Owners: You can manually review and track any Amazon-generated title changes through the Review Listing Changes dashboard in Seller Central. However, proactive mapping in Lengow is the best way to prevent issues.
Official Amazon Resources
For further details, refer directly to Amazon's official documentation and announcements:
-
Seller Forums: Product Title Update Announcement
An active engagement thread where Amazon officially discusses the transition to the 75-character limit, details the "Item Highlights" implementation, and answers common seller questions. -
Seller Central Help: Product Title Requirements
The official Help Center page containing all strict guidelines, formatting rules, and style requirements for maintaining compliant product titles (requires Seller Central login).