Sellers, are your Amazon listing titles ready for Amazon’s 75-character limit that goes into effect on July 27? This new policy is intended to prevent listing titles from being truncated on mobile devices, as shoppers increasingly prefer browsing the platform on their phones. In fact, more than half of Amazon’s purchases are made on mobile, and 60-75% of all Amazon traffic comes from mobile devices. If your product listing titles are currently using the longer allowable length to convey more details, it’s time to change your strategy. Amazon has encouraged sellers to adapt to the new policy with the very parental sounding “shorten your listing titles, or we will do it for you.” After July 27, if you don’t shorten your titles, Amazon will use their AI listing tool to choose something for you.
How Your Amazon Listing Titles Will Change
With only 75 characters, including spaces, available for a listing title, the title should stop trying to convey every selling point. Its main job is now to identify the product clearly and target the strongest search phrase. To help sellers differentiate their products, especially in crowded categories, Amazon is adding a 125-character Item Highlight field that is searchable and will most often be added on the product page under the title.
So what deserves title space under this new limitation? Start by prioritizing words that either identify the product or match a likely shopper search. Aim to remove words such as “includes,” “features,” and “pack of” and eliminate references to secondary features, as well as repetitive synonyms like “Wrapping Paper Gift Wrap Sheets.” Keep distinguishing details when they prevent returns, such as dimensions or quantity. Should your brand continue to be included in the listing title? If your brand helps sell the product or is among the primary search terms shoppers will use to find your product, then yes, it should be part of the listing title. Otherwise, leave the brand to the Item Highlight, as well as to the broader listing and A+ content.
Best Order of Information
A useful priority hierarchy is:
- What the product is
- What makes this version different
- The specification needed to choose correctly
- Brand, when required or valuable
In other words:
[What It Is] + [What Makes It Different] + [What the Buyer Must Know]
Use these slots in order, stopping when the title is complete:
[Brand] [Product Type], [Primary Attribute], [Size/Count/Fit]
Possible attributes include:
- Material
- Theme
- Style
- Color
- Intended use
- Compatibility
- Format
- Major functional feature
- Possible essential specifications include:
- Dimensions
- Quantity
- Capacity
- Age range
- Model compatibility
- Size
- Year
- Folded or rolled
- Indoor or outdoor use
A good decision rule
Include a detail in an Amazon listing title when it does at least one of these things:
- Matches an important shopper search
- Distinguishes the product from similar options
- Helps the customer select the correct version
- Prevents disappointment or returns
Leave it out when it is merely descriptive, promotional, or already obvious from the product type.
Three reliable title patterns
For visually driven products:
[Theme or Style] + [Product Type] + [Size or Count]
Vintage Botanical Notebook, Hardcover, 120 Pages
For functional products:
[Product Type] + [Main Function] + [Size or Compatibility]
Insulated Lunch Bag, Leak-Resistant, 10 Liter
For replacement or accessory products:
[Product Type] + [Compatible Product or Model] + [Count]
Replacement Filter for Model ABC100, 4 Pack
The strongest all-purpose formula is:
Brand + Product Type + Most Important Distinguishing Attribute + Essential Buying Specification
But when the brand has little search demand and Amazon does not require it first, the customer-focused version is often stronger:
Primary Search Phrase + Key Differentiator + Size, Count, or Compatibility
Using these tips will help you go from something like:
Premium Beautiful Decorative Floral Ceramic Coffee Drinking Mug for Women
To:
Ceramic Coffee Mug, Floral Design, 12 Ounce (of course, include the brand if it’s valuable)
Amazon’s AI Powered Listing Tools
Should you rely on Amazon’s AI powered tools to update your listing titles to comply with the character limit? Maybe, but ultimately that may not result in the best title for your product. Amazon has a lot of data about clicks, purchases, and browsing behavior and is very good at recognizing common category title structures, high frequency product terms, banned language, and broad shopping trends. However, the platform can’t really understand exactly why your customers buy your products, which details may prevent returns, the emotional appeal of your product, and the distinction between words with nuance, such as “vintage,” “retro,” “archival,” and “vintage-inspired.” These things are especially important for brands who have modest overall search volume. Amazon’s AI tools may be a good starting place, particularly if you have a long list of titles to change, but at the end of the day, you should audit each one and edit to optimize sales and minimize returns.
Happy selling!