Amazon’s 75-character product title limit: what UK sellers need to do

Amazon is cutting product titles to 75 characters on July 27, and the AI tool meant to help is creating more problems than it solves.

What changed

Starting July 27, 2026, product titles in every category except media will be capped at 75 characters including spaces. Titles over this limit will be auto-truncated or auto-edited by Amazon. You can update manually now, or let Amazon’s AI do it for you after July 27.

Amazon’s rationale is straightforward: 75 characters ensures your title displays fully on mobile and matches what other online retailers use. The company is providing AI-powered tools to help sellers create optimal titles and Item Highlights, which offer an additional 125 characters for materials, use cases, or other details.

Source: Amazon Seller Central announcement

What it means for UK sellers

The consequence is real. On a product where your title carries critical information, losing 20 to 30 characters forces you to choose what stays and what moves to Item Highlights or the bullet points.

Consider a typical UK product title: “Stainless Steel Kitchen Knife Set, 6-Piece, German-Made, Dishwasher Safe, Professional Grade”. That is 85 characters. Truncate it to 75 and you lose either “German-Made” or “Professional Grade”. Both matter to the buyer deciding between your listing and a competitor’s.

The AI tool Amazon built to help is generating errors. Sellers report Item Highlights fields throwing “unsupported attribute” errors, and AI-generated bullet points getting flagged for false claims. If you use the tool, you are gambling that Amazon’s own AI won’t reject Amazon’s own recommendations.

What to do

Run the numbers this week. Pull your top 20 ASINs by revenue.
Count the characters in each title. If you are over 75, edit manually before July 27.
Do not rely on the AI tool. Move secondary details to Item Highlights or bullets, but keep the core product name and key differentiator in the title.
Test your shortened titles in search to confirm they still rank for your target keywords.
For brand owners, review AI-generated recommendations for accuracy before they go live after July 27.

My view

Amazon is right that mobile display matters. But they have given sellers a broken tool and a tight deadline. The sellers who win this are the ones who edit their own titles and test them before the auto-truncation starts.

The real risk is not the character limit itself. It is the assumption that Amazon’s AI will make the right call about what information matters most to your buyer. It won’t. You know your product better than the algorithm does. Spend the time now to get it right.