Amazon Title Character Limit Checker

The 75-Character Title Rule

Titles in every category except Media, which covers books, music and video, must now fit 75 characters, including spaces. Amazon added Item Highlights at the same time – a field of up to 125 characters, shown and searched next to your title.

A good title feeds Amazon’s A9 ranking algorithm what it needs. It puts you in more searches, wins more clicks, and sells more. The cap fell from 200 characters, so every word must now earn its place. If your title runs over the cap, Amazon rewrites it for you with AI. It is far better to trim it yourself, and to put the most important keyword and benefit up front. Anything that no longer fits belongs in the Item Highlights field below.

Why the change? Amazon says shorter titles read more clearly on mobile and in voice results. Amazon gradually replaces any title still over 75 characters with an AI-generated recommendation – your listing stays active throughout. Brand owners get a 14-day window to review, edit, and approve the AI suggestions for both titles and Item Highlights before they go live, so it pays to write your own now rather than accept a machine rewrite later.

Amazon Title Limits by Category

The 75-character cap applies to every category. Media is the only exemption. Some categories also carry their own content rules, so the challenge is fitting those required elements into far fewer characters.

With Media the only exemption, the most relevant keyword and benefit go in the title. Supporting detail moves to Item Highlights.

Amazon Item Highlights: The New 125-Character Field

To offset the shorter title, Amazon is rolling out Item Highlights – up to 125 characters of extra detail shown and searched alongside the title in search results and on the product detail page. Think of it as a second, scannable line for the information that used to be crammed into a 200-character title.

Use Item Highlights for:

• Materials and composition – “100% organic cotton”, “BPA-free Tritan”.
• Size, quantity, or pack count – “Pack of 3”, “500ml”, “fits 4–6 person tent”.
• Recommended use cases – “ideal for camping, hiking & travel”.
• Key comparison points that help a shopper choose your product over a competitor’s.

Because Item Highlights are searchable, the same keyword discipline applies: use natural, relevant terms, not a comma-separated keyword dump. Keep each highlight readable, lead with the detail customers care about most, and check it stays within 125 characters using the tool above.

How to Write a 75-Character Title

Your title decides whether a shopper finds your listing and whether they click it. Amazon reads it, and so does the customer, so it has to work for both.

1. Lead with the most important keyword and the main benefit.
2. Name the product plainly, so a shopper knows what it is at a glance.
3. Add the category requirements: the author for a book, the brand and material for clothing.
4. Keep the words in a readable order. A title that reads as a keyword list wins no clicks.
5. Move everything else to Item Highlights.

Keyword stuffing breaks all of this. Repeating a keyword makes the title hard to read, it can break Amazon’s rules, and it does not hold a shopper’s interest.

Amazon also blocks promotional wording in a title. Examples include “best seller”, “free shipping”, “sale”, “guarantee”, and words in all capitals. Amazon checks that a title describes the product, and it can suppress a listing that uses them.

Finding the Right Keywords

The first step is detailed keyword research. Four free sources help: the Google Keyword Planner, competitor listings on Amazon, the free Ahrefs Amazon Keyword Tool, and Amazon’s search suggestions as you type. Together they show what people search for and how often.

You can also be inspired by your competitors’ titles. With our free Amazon Listing Optimisation Tool you can see exactly which search terms your top ranking competitors are using in their product titles and bullet points. You can then do the same for your listing and, where you’re missing out on a competitor’s search term which clearly works then you can weave it into your listing and reap the benefits of a couple of minutes’ research.

But the only way to see true counts of Amazon search volumes is by leveraging your Amazon Advertising Data. Here you can see the exact number of impressions your ad has generated from a search term in any given time period.

One of the few shortcomings of the Amazon Ad Data is that you will only be able to analyse a short time period, currently 60 days.

When you use AdRazor, on the other hand, you get the same factual impressions counts, because AdRazor receives all of its data direct from your Amazon Ad Account, without time restrictions.

If AdRazor has your data then you can leverage it to improve your listings, your rankings and your profits.