Amazon Title Limit: 75 Characters. You Have Until July 27, But Don't Wait.
Estimated reading time: 3 minutes
The Luum Take
Amazon is cutting product titles to 75 characters on July 27. If you don't change them, Amazon's AI will rewrite your title for you.
Cleaner titles look better on mobile, but "cleaner" and "optimized for ranking" are not the same thing. If Amazon's AI removes the keywords driving your traffic, you created a sales problem in the name of compliance.
There's also a pricing bug hitting thousands of sellers right now: strikethrough pricing disappearing from listings, right before the most important sales week of the year. We break both down below.
This Week's Feature
Starting July 27, 2026, Amazon is enforcing a 75 character title limit across all categories except Media. They're also adding a new field called Item Highlights, offering 125 characters for materials, use cases, and comparison details. Think of it as structured space for everything that won't fit in the title anymore.
If your title still exceeds 75 characters after the deadline, Amazon will use AI to rewrite it automatically. You will have 14 days to approve or modify the AI generated titles and highlights, but we strongly suggest sellers make the changes themselves before Amazon does it automatically.
What to Do
- Don't touch your titles before Prime Day ends on June 26. Changing your title during the event disrupts indexing and risks losing rank during your highest traffic week of the year. You have until July 27.
- After Prime Day, pull your Search Query Performance report in Brand Analytics. Sort by impressions. The keywords driving the most volume are the ones that deserve your 75 characters. Certifications, brand taglines, claims, and other text you want to keep should move to bullet points.
- Draft the new title around those keywords. Move materials, certifications, and use case details into Item Highlights. That content is searchable and shows directly under the title on search results. Nothing is lost, it just moves.
- Update before July 20. Don't wait until the last week. If there's a catalog error or processing delay, you want time to fix it before Amazon takes over.
For CPG brands specifically: most food, supplement, and household brands have been using title space for claims such as "Organic," "Non GMO," "Gluten Free," and "Keto Friendly." Those claims now compete directly with your search keywords for the same 75 characters. The call is yours, but our recommendation is consistent: lead with what people search for. Move the claims to Item Highlights and bullets where they still convert.
Amazon This Week
Amazon title limit drops to 75 characters on July 27. All categories except Media. Amazon will AI rewrite non compliant titles after the deadline. Our take: don't change anything before June 26. Audit your top ASINs after Prime Day, prioritize by search volume, and update with time to spare.
Strikethrough pricing is disappearing for many sellers, right now. Dozens of sellers reported this week that MSRP / List Price strikethrough pricing vanished from their listings with no warning from Amazon. If you're running Prime Exclusive Discounts, your displayed savings may not be showing correctly, which directly affects conversion. Our take: revalidate your List Price in Seller Central before June 23. This is fixable, but only if you catch it before the event starts.
Prime Day 2026 is June 23 to 26, six days out. Last year was the first time Amazon ran Prime Day over four days, and the results were record breaking: $24.1 billion in U.S. e-commerce spend across all retailers, up 30% year over year. This year repeats the format.
From the data, and from what we saw across our client accounts in 2025, Day 1 is when intent is highest and Amazon's marketing hits hardest. Day 4 is when urgency closes the carts shoppers built on Day 1. Two days ranked among Amazon's top ten biggest sales days ever by order total.
Plan your ad budget accordingly: allocate heavier spend on Day 1 and Day 4. Days 2 and 3 are consideration days, so stay visible but protect your budget for the closing stretch.
One eligibility detail worth checking before June 23: Prime Exclusive Discounts require a minimum of 4 star product rating. If you're below that threshold, your discounts won't show, and you won't get a notification.
Shoppable Videos are now easier to upload in the new Seller Central. Amazon released a step by step guide for uploading Shoppable Videos in the updated Seller Central experience. Our take: product pages with video may see a sales lift. If you have footage, upload it before June 23. It's one of the few listing improvements you can still make this week without touching title or copy.
Tactical Tip of the Week
Twelve days out from Prime Day. Here's what actually needs your attention.
- Check that your strikethrough pricing is showing correctly. If your List Price isn't displaying, your discount looks smaller than it is, and Amazon may block the deal entirely.
- Confirm your Prime Exclusive Discounts are active and showing the Prime badge in Seller Central.
- Check eligibility before assuming you're in. For Prime Day, Amazon requires a minimum 4 star product rating and at least 5 customer ratings. If your product received a "Star rating below minimum" error in the Deals Dashboard, that's the threshold you're hitting. Verify each ASIN before June 23.
- Don't touch your titles. That's a job for after June 26.
Ready to scale on Amazon? At Luum, we take CPG brands from invisible to scaling on Amazon.
Till next time,
Luum Journal