Titles cap at 75 characters from 27 July 2026 — Item Highlights hold the rest
AmazonはSeller CentralとAdsの告知を英語で出します。出典の文言を落とさないため、下のブリーフは英語のままです。レビュー・フォーム・ポリシーは日本語です。金額はSeller Centralで確認してください。
Who it hits
Every non-media catalog. Especially Brand Registry owners who have not opened Review listing changes, and anyone running Sponsored prompts off the old 200-character title.
What to do this week
Rewrite hero titles to brand + money keyword + one attribute. Park materials and use-cases in Item Highlights. Score the live page on the free ASIN audit before you touch bids.
What belongs where
| Field | Job | Do not |
|---|---|---|
| Item name (≤75) | Brand, the query you pay for, one attribute a shopper searches (size/count if that is the click). | Repeat every bullet. Stuff the old 200-character string and hope. |
| Item Highlights (≤125) | Materials, use case, comparison detail. Searchable. Visible with the title. | Duplicate the title. Leave it blank so Amazon’s rewrite invents a use you do not support. |
| Bullets / A+ | Proof. Specs. The job the shopper came to do. | Rescue a truncated title. They are below the fold on mobile. |
Amazon told sellers search still reads both Item name and Item Highlights. Treat that as a reason to fill Highlights, not as a license to hide the money keyword only in Highlights. The grid still shows the title first. Sponsored Products and prompts quote what is on the page. A rewrite that drops the keyword you harvest is a listing problem that looks like an ACOS problem.
This week
- Paste the live hero title into the free ASIN audit. If it is over 75, Amazon may already have a rewrite queued.
- Brand Registry: Review listing changes. Approve or edit before the 14-day clock burns.
- Manage All Inventory → View enhancements if you want Amazon’s draft. Edit it. Do not click apply on a title that dropped the converting keyword.
- Open Prompts on live campaigns after the title change: prompts SOP. Pause anything quoting the old string or a use the page no longer claims.
Listing method: title, bullets, A+. Completeness for the assistant: Alexa / Rufus guide.
Source: Seller Central forums, “Updates to improve your product titles begin on July 27.” Media is excepted. Confirm whether your category is in or out. This page is the operator split, not Amazon’s style guide.
FAQ
Is it 75 or under 75?
Amazon’s policy line is 75 including spaces. Forum mods said Highlights still show if you use all 75. Confirm live if a category tool-tip still says “under.”
Will a shorter title kill rank?
Amazon said discoverability still uses Item name and Item Highlights. The leak this desk sees is a rewrite that drops the query you already pay for — fix the field, then look at bids.
Source: Seller Central: Updates to improve your product titles (confirm live) · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.