On July 27, 2026, Amazon enforced a new rule on product titles. The limit is now 75 characters (spaces included), down from 200. Any non-compliant title is automatically rewritten by Amazon’s AI. With no notification if you don’t have Brand Registry.
Result: your optimized titles, your keywords, your carefully crafted content rewritten without your input. Lower visibility, lower conversions.
This is a constraint to build into your product creation workflow from day one: follow the 75-character rule, save time, and stay in control of your titles instead of letting Amazon’s AI rewrite them on its own terms.
What Amazon’s 75-Character Rule Actually Changes (And What Happens If You Do Nothing)
Amazon first applied this limit to electronics, computers, and mobile phones. The rollout to other categories is ongoing.
Any title over 75 characters gets rewritten by Amazon’s AI. If you have Brand Registry, you have 14 days to review the proposed changes in “Review Listing Changes.” Without Brand Registry (which is the case for the vast majority of resellers and refurbishers), there’s no notification: Amazon updates your titles directly, without telling you.
Amazon has also introduced a new field: Item Highlights, capped at 125 characters. It appears below the title on your product page and in search results. It’s indexable. It’s designed to hold what no longer fits in the title: key specs, condition grade, use case, certification.
The total indexable space stays close to 200 characters, but it’s now split across two separate fields with two different roles. Leave Item Highlights empty and you’re leaving visibility on the table.
3 Mistakes That Will Cost You
- Blindly cutting to 75 characters. Truncating without thinking it through means risking the loss of your most-searched keyword, your brand name, or your product reference. Every category has its own priorities. A refurbished product title needs the condition grade. A tech listing needs the manufacturer reference. A generic truncation rule produces weak titles.
- Ignoring Item Highlights. Shortening your title without filling in Item Highlights means losing indexable space and visibility. Both fields need to be handled together, consistently, not one without the other.
- Fixing it once and moving on. Cleaning up existing titles is necessary. But if your product creation workflow doesn’t build the 75-character rule in from the start, the problem comes back with every new SKU added to your catalog.
How to Create Compliant Listings From Day One (Without Spending Hours on It)
Staying in control of your product titles without burning time starts at listing creation.
WeTransform, built into Sellermania, uses AI to complete your product information.
You set one instruction that applies across your entire catalog:
for example, “Write all my titles in under 75 characters.” WeTransform applies it to all your products, including new ones added going forward.
WeTransform’s AI doesn’t make things up. It works exclusively from the data already in your catalog: descriptions, references, attributes. What isn’t in your source data won’t end up in the title.
In practice, three steps:
- Import your catalog. WeTransform takes your files as-is and maps your data: brand, model, reference, condition grade, capacity, description. No prep work before import. WeTransform matches your data to the fields Amazon expects, including new ones like Item Highlights.
- WeTransform completes your listings. From your data, it writes titles within the 75-character limit and fills in Item Highlights with complementary information. Both fields are generated together, consistently.
- You review and publish. The AI handles the volume. You check the edge cases and any products with incomplete data. A few manual adjustments across thousands of automatically processed SKUs. Your listings go out compliant: no title over the limit, no missing field.
Does Your Current Tool Keep Up With Marketplace Rules?
This new Amazon rule raises a bigger question: does your current tool actually keep up with marketplace requirements?
Sellermania manages over 100 million products every day. Marketplace rules change constantly, and this 75-character limit won’t be the last. Sellermania, with WeTransform built in, is designed to keep up on three fronts.
It knows marketplace requirements and adapts. Mandatory fields, technical attributes per category (wattage, amperage, connector type such as 8-pin or USB-C, plug type such as Type E or F): all of this is part of the tool’s knowledge base, not a spreadsheet you maintain by hand.
It completes your listings from your catalog. WeTransform pulls information from your catalog and pushes it into the right fields, in the right format, for the right marketplace. Title and Item Highlights generated together, consistently.
It lets you validate before going live. The AI fills in the fields. You stay in control. Everything can be edited after generation, before publishing.
Result: when Amazon changes a rule, you handle it in minutes, not weeks.
Demonstration
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