The Amazon 75-Character Title Limit Starts July 27

Amazon addressed many of these questions during an Engage with Amazon event held to clarify the policy change. The session cleared up several points about the Amazon 75-character title limit, though a few seller concerns are still open.

Here is what Amazon confirmed during the event.

Bundles are not exempt. The new limit applies to bundle listings and affects product titles in all categories except media, even though the older Bundle Policy page references a 200-character allowance.

Item Highlights are not the old bullet points. These are a separate attribute meant to supplement shorter titles with details like materials, age ranges, or use cases. Because they are optional, Amazon only monitors them to confirm no restricted content is included.

Parent and child titles covered by the new policy. For variation pages, both the parent and child ASIN titles must stay within 75 characters.

The limit includes the brand name.For brand owners, the brand name sits at the front of the title and is included in the 75-character total.

Titles are searchable. Amazon relies on both titles and Item Highlights to surface products in search.

The event also covered how sellers can manage the change at scale.

• Item Highlights can be updated through the same mechanisms as product titles and other attributes, including APIs like Feedonomics.
• Item Highlights can be updated through a bulk update template, which sellers can download from the Add Products spreadsheet section.
• Item Highlights are only available once the title is 75 characters or less, and each highlight should stay under 125 characters.
• For products with multiple resellers, brand or brand representatives are responsible for making the updates under Brand Registry.

Sellers may appeal policy violations through Seller Performance via their notification, and brand owners get 14 days to review and approve AI-generated titles and Item Highlights before they go live.

Even with these answers, several issues surfaced in the thread that Amazon has not fully resolved.

• Some sellers still hit a “100476: This attribute ‘Item Highlight’ is currently unsupported” error when updating titles, and others could not find the Item Highlights section in the supposedly updated templates.
• Category sellers raised hard limits the 75-character rule cannot accommodate. Art listings often need an artist name and art title before any keywords, and an artist’s name alone can run past 50 characters.
• Toys and Games sellers noted that brand, title, edition, rarity, and set information cannot realistically fit in 75 characters.

The most pointed concerns came from branded fine jewelry sellers, who face requirements from both the FTC and Amazon’s own jewelry style guide. These rules force specific descriptors into the title that push well past the new cap.

• Any use of the word gold legally requires full karat, color, and metal detail, such as “14kt yellow gold,” which alone eats roughly a quarter of the allowed characters.
• Main stone carat weight must appear in the title under both FTC labeling law and Amazon’s style guide, and most full stone descriptors run 20 to 30 characters.
• A minimal compliant example, “Ross-Simons RS Pure Collection 14kt yellow gold .25 Carat Emerald necklace 18 inches,” already reaches 84 characters with nothing left to cut.

Jewelry sellers warned that trimming these details to hit 75 characters could expose both the seller and Amazon to FTC fines for misleading customers. Several have paused advertising until they get clear guidance, and others have asked Amazon for a visual mock-up showing how the shortened title and Item Highlights actually display to shoppers.

For any seller in these high-requirement categories, this is where working with an experienced Amazon agency matters most. Getting titles compliant without breaking category rules or losing search visibility is a balancing act, and the deadline leaves little room to get it wrong.