Amazon began limiting titles to 75 characters or less as of July 26, 2026 (it later extended the start-date to August 3rd). This week, it told sellers that since the new policy was announced in June, sellers have updated over 984 million product titles. Amazon also published the following FAQs on its seller announcement discussion board on Friday:

• How does this update affect search discoverability of my products in Amazon’s stores? Your search and discoverability are unchanged. Item name and Item highlights are both inputs for search, and one isn’t prioritized over the other.
• Do I have to update my listings before Amazon recommends changes? No. You can update your listings at any time. On July 27, 2026, we began making recommendations, using your existing product titles, on non-compliant listings. These changes will take place throughout 2026, and your listings will remain active, editable, and searchable, even if they haven’t been updated yet. Brand owners will have 14 days before these changes are implemented to review, modify, and approve AI-generated in Review Listings Changes. If you disagree with the updates that we’ve made or recommended, you can update your listings at any time in Manage All Inventory or by using the List Your Products tool.
• Will the mobile and desktop display of the title and Item Highlights be the same? Yes, effective August 10, 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings.
• Can I update my listings in bulk? Yes. You can download the Category Listings report, which will be pre-populated with any product information that you’ve provided. The Item highlights field will appear next to the Item name in the report. You can update both fields in the spreadsheet, save it, and then upload it to the List Your Products tool. Listings are typically updated within eight hours.
• Where do I put my brand name or other key product details? With this update, you’ll still have 200 characters to list your important product information; those characters will be split between Item name (75 characters) and Item highlights (125 characters). Based on our best practices, we recommend that you keep your brand name in the Item name. All other important details can be distributed across both fields.