Since 27 July 2026, Amazon product titles in all categories except media may be at most 75 characters long, spaces included; a separate “Item Highlights” field takes another 125 characters. The older rules still apply on top: none of the characters ! $ ? _ { } ^ ¬ ¦ unless they are part of the brand, no word more than twice, no promotional or subjective wording.
Length: 75 characters plus Item Highlights
Amazon announced the change in its seller forums in June 2026 for its European stores, Amazon.de included. Since 27 July 2026, titles in every category except media (books, music, video) must be 75 characters or fewer, spaces included. Amazon’s reason: the title should be shown in full on a phone.
In return there is a new attribute, Item Highlights (Artikel-Highlights on Amazon.de), with 125 characters for materials, uses and other details that no longer fit. Amazon says both fields are search inputs with equal weight, and since August 2026 the highlights appear under the title in search results and on the detail page. In total you keep 200 characters for the key product information – the figure that used to be the title limit in most categories.
| Field | Limit |
|---|---|
| Title (all categories except media) | 75 characters incl. spaces |
| Item Highlights | 125 characters |
| Media titles | not covered by the 75-character rule; the earlier category limits apply |
Amazon’s recommendation for the split, according to its FAQ of July 2026: keep the brand in the title and put the most important variation attributes (such as size or colour) there too; move the rest into the Item Highlights.
Forbidden characters and repeated words
Two rules in force since 21 January 2025 have not changed:
- The characters ! $ ? _ { } ^ ¬ ¦ are not allowed, unless they are part of the brand name (a brand spelt “Yum!” may keep its exclamation mark).
- No word may appear more than twice. Prepositions, articles and conjunctions (für, mit, und, the, and, for) are exempt.
Normal punctuation that helps reading is fine: hyphens, slashes, commas, ampersands and full stops. Characters such as ~ # < > * are only acceptable where they belong to the product data – a model number or a measurement – never as decoration. Emojis and symbols such as ★ or ✓ have no place in a title.
Repetition is easy to miss in German compounds and in variants: “Thermoskanne … Thermoskanne für Kaffee … Thermoskanne 1 l” is three times the same word. With 75 characters there is no room for that anyway.
Wording: no promotion, no opinions
- No promotional phrases such as “free shipping”, “100 % quality guaranteed”, “sale” or “new”.
- No subjective claims or rankings: “best”, “No. 1”, “bestseller”, “top quality”, “perfect”.
- No ALL-CAPS words, apart from abbreviations and brands that are written that way (USB, LED).
- Numbers as numerals: “2 pieces”, not “two pieces”; units abbreviated: cm, kg, ml, l.
- No seller or shop name, unless it is also the brand.
In German, use normal German capitalisation (nouns capitalised). Amazon’s advice to capitalise every word is meant for English titles.
The promotional and superlative words matter twice in Germany: besides breaking Amazon’s rules, unprovable superlatives and “garantiert” claims can be misleading advertising under § 5 UWG and lead to an Abmahnung.
What happens when a title breaks the rules
For titles longer than 75 characters after 27 July 2026, Amazon gradually replaces the title with an AI-generated recommendation built from the existing listing. Brand owners get 14 days to review, edit or approve the suggestion under Review listing changes in Seller Central; without an answer it goes live. Amazon states that the offers stay active, editable and searchable during this process, and that compliant titles are not touched.
The same mechanism applied to the January 2025 rules: non-compliant titles show up in Manage All Inventory, you can correct them at any time, and brand owners get proposals before Amazon edits. Separately, a title that breaks the basic data rules can still make a listing appear among the suppressed listings – check that view after bulk changes.
An AI rewrite is not a safe default: it may drop the attribute your buyers search for or add wording you cannot prove. Shorten the title yourself before Amazon does. Titles and highlights can also be changed in bulk through the category listings report; after the upload, Amazon says changes usually show within eight hours.
Before and after
A German example for Amazon.de, an insulated jug:
- Before (140 characters)
- KÜCHENHELD Thermoskanne 1 L Edelstahl doppelwandig – Thermoskanne für Kaffee & Tee – BESTE Qualität! Kostenloser Versand – Thermoskanne groß
- Problems
- too long, “!”, ALL CAPS, “Thermoskanne” three times, superlative, promotional phrase
- Title (73 characters)
- Küchenheld Thermoskanne 1 l aus Edelstahl, doppelwandig, für Kaffee & Tee
- Item Highlights (110 characters)
- Hält Getränke bis zu 12 Stunden heiß, Druckknopf-Verschluss zum Einhandausgießen, Deckel spülmaschinengeeignet
Every fact in the highlights must be true for your product – the example values are illustrations only. Write the brand as it is registered (“Küchenheld”, not “KÜCHENHELD”) unless the trademark itself uses capitals.
Check your title
The title checker shows the character count and flags forbidden characters, words used more than twice and ALL-CAPS words. The free listing check checks the title together with bullet points, description and backend search terms, including promotional, superlative and green-claim wording.