On 27 July 2026, Amazon.in cut the product title limit from 200 characters to 75, including spaces. A title that used to carry every keyword now has room for your brand, the product type and one or two facts. Everything else moves into a new field called item highlights.
This guide covers the new limit, the characters and phrases Amazon does not allow, the order Amazon recommends, and how to handle variations. Every rule comes from Amazon India’s Seller Central help pages, checked on 14 September 2026. The before and after examples use made-up brands.
What changed on 27 July 2026
Two things changed. Titles now stop at 75 characters, down from 200. And item highlights, a field of up to 125 characters, now holds the details that used to crowd the title.
| Before 27 July 2026 | Since 27 July 2026 | |
|---|---|---|
| Title limit | 200 characters | 75 characters, including spaces |
| Extra details | Squeezed into the title | Item highlights, up to 125 characters |
| Highlights format | Not applicable | Short phrases separated by commas |
The limit counts every character a shopper sees: letters, numbers, spaces and punctuation. Twelve short words can reach 75. So can eight long ones.
What Amazon does with titles that break the rules
Amazon can correct a non-compliant title automatically, or the listing can stop appearing in search. Neither outcome is good for you. An automatic correction may cut the words you care about most. A listing that drops out of search stops getting organic sales until you fix it.
The title rules, in one table
Amazon separates hard requirements from best practices. Break a requirement and the title can be corrected or suppressed. Ignore a best practice and the title is allowed but reads worse.
| Rule | What Amazon requires |
|---|---|
| Length | No more than 75 characters, including spaces |
| Banned characters | ! $ ? _ { } ^ ¬ ¦ |
| Restricted characters | ~ # < > * only in identifiers such as “Style #4301” or measurements such as “<10 kg” |
| Promotional phrases | Not allowed, for example “free shipping” or “100% quality guaranteed” |
| Repeated words | No word more than twice. Brand names count; prepositions, articles and conjunctions do not |
| Minimum content | Enough to describe the product, at least the brand and the product type |
Banned and restricted characters
These characters are not allowed anywhere in a title:!$?_{}^¬¦
These are allowed only as part of an identifier or a measurement, never as decoration or bullet markers:~#<>*
Amazon also asks you to avoid symbols and non-language characters such as Æ Š Œ Ÿ Ž. Stick to letters, numbers and the punctuation you need, such as a hyphen, slash, comma, ampersand or full stop.
Promotional and subjective phrases
A title describes the product. It does not sell it. Amazon does not allow promotional phrases such as “free shipping”, and its best practices rule out subjective claims such as these:hot itembest sellerbestsellerbest sellingtop ratedtop sellingno.1no 1#1number one
Prices, MRP, links, email addresses and phone numbers are not allowed anywhere on the detail page, so keep them out of the title too. Replace a claim with a fact the shopper can check: “30 ml” says more than “best seller”.
The twice-per-word limit
No word can appear more than twice. Your brand name counts, so a brand called “Steel Co” selling a steel bottle has already used “steel” once. Prepositions, articles and conjunctions such as “for”, “with”, “the” and “and” are not counted.
The old habit of repeating the main keyword in three phrasings is exactly what this rule targets. One clear use of “serum” is enough; Amazon reads the rest of your listing too.
Style: capitals, numbers and case
- Capitalise the first letter of each word, except short prepositions, conjunctions and articles.
- Don’t write words in capital letters. “BEST SELLER” fails twice: it is subjective and it shouts.
- Use numerals, for example “2-Pack” instead of “Two-Pack”.
- For unbranded products, enter “generic” in the Brand field and leave it out of the title.
Amazon’s recommended title order
Amazon’s best practices give an order for the parts of a title. Not every product needs every part, so skip what doesn’t apply.
| Position | Part | Example |
|---|---|---|
| 1 | Brand | Kitebird |
| 2 | Style or flavour | Insulated |
| 3 | Product type | Stainless Steel Water Bottle |
| 4 | Key attribute | 1 Litre |
| 5 | Colour | Silver |
| 6 | Size or pack count | 2-Pack |
| 7 | Model number | Leave out unless shoppers search by it |
Put together, that gives “Kitebird Insulated Stainless Steel Water Bottle, 1 Litre, Silver, 2-Pack”, which is 72 characters. It starts with the brand, names the product within the first few words, and ends with the facts that separate one variant from another.
Before and after: two titles rewritten
Here are two titles written the old way, for made-up brands, and the same products rewritten for 75 characters. The checks come from PrimeScale’s free Amazon listing grader, which applies the rules above.
Mossleaf: a vitamin C face serum
Before, 157 characters
Mossleaf Vitamin C Face Serum for Glowing Skin, Vitamin C Serum for Women & Men, 20% Vitamin C Face Serum with Hyaluronic Acid - BEST SELLER!!! Free Shipping
The grader finds 4 broken requirements:
- Your title is 157 characters. Amazon’s limit is 75, including spaces.
- The title uses characters Amazon does not allow: !
- The title contains promotional phrases: “free shipping”.
- These words appear more than twice: “vitamin”, “c”, “serum”.
- The title uses subjective claims: “best seller”. This is a best-practice problem rather than a requirement.
- Part of the title is in capitals: “SELLER”. This is a best-practice problem rather than a requirement.
After, 57 characters
Mossleaf Vitamin C Face Serum with Hyaluronic Acid, 30 ml
Item highlights, 66 characters
20% vitamin C, lightweight gel, for all skin types, fragrance free
The rewrite passes every title requirement. The detail that was cut, such as uses and materials, now sits in item highlights at 66 of 125 characters.
Kitebird: a steel water bottle
Before, 163 characters
Kitebird Stainless Steel Water Bottle 1 Litre, Insulated Steel Bottle for Office, Gym, School, Hot & Cold, Leak Proof Steel Bottle for Kids and Adults, Pack of Two
The grader finds 2 broken requirements:
- Your title is 163 characters. Amazon’s limit is 75, including spaces.
- These words appear more than twice: “steel”, “bottle”.
- The title spells out numbers: “two”. This is a best-practice problem rather than a requirement.
After, 72 characters
Kitebird Insulated Stainless Steel Water Bottle, 1 Litre, Silver, 2-Pack
Item highlights, 94 characters
Double-wall steel, leak-proof screw lid, fits most car cup holders, for office, gym and school
The rewrite passes every title requirement. The detail that was cut, such as uses and materials, now sits in item highlights at 94 of 125 characters.
| Mossleaf before | Mossleaf after | Kitebird before | Kitebird after | |
|---|---|---|---|---|
| Title length | 157 | 57 | 163 | 72 |
| Broken requirements | 4 | 0 | 2 | 0 |
| Item highlights | Empty | 66 characters | Empty | 94 characters |
How to write item highlights
Item highlights take up to 125 characters and show below the title. Write them as short phrases separated by commas, not as sentences. Think of them as the second half of your old title, cleaned up.
| Do | Don’t |
|---|---|
| “20% vitamin C, lightweight gel, fragrance free” | “Our serum has 20% vitamin C. It is a lightweight gel.” |
| Material, use, compatibility, what’s in the box | Repeat the product type from the title |
| Facts a shopper can check | Claims such as “best” or “No.1” |
The same detail page rules apply here as in the title: no prices, promotions, links or contact details. PrimeScale puts the most useful phrase first, so the detail a shopper needs most is the one they read first.
Parent and child titles for variations
For products with variations, such as a kurta in five colours and six sizes, Amazon wants size and colour only in the child titles. The parent title describes the product family.
| Title | Example | Characters |
|---|---|---|
| Parent | Rangvi Women's Cotton Straight Kurta | 36 |
| Child | Rangvi Women's Cotton Straight Kurta, Indigo, Medium | 52 |
A common mistake is stuffing colour words into every child title to catch more searches, for example “Rangvi Women's Cotton Straight Kurta, Indigo, Medium, Indigo Blue Kurta Set, Indigo Kurta for Women”. At 99 characters it is over the limit, and it uses “Indigo” and “Kurta” three times each, which breaks the twice-per-word rule.
How to fix your catalogue, step by step
This is the order PrimeScale works in when a brand’s titles need to change. It keeps the risk on your top sellers low.
- Export your listings from Seller Central and sort by sales. Start with the products that bring in most of your revenue.
- Count each title. Anything over 75 characters goes on the list first, then titles with banned characters, promotional phrases or words used more than twice.
- Rewrite in Amazon’s order: brand, style, product type, key attribute, colour, size or pack count. Check the count as you type with the Amazon title character counter.
- Move everything you cut into item highlights, as comma-separated phrases, within 125 characters.
- Run the full listing through the Amazon listing grader. It checks bullets, search terms and images against Amazon’s rules as well.
- Upload, then check the live page and Seller Central for listing issues a few days later. Seller Central shows the issues Amazon itself has found.
Sources
The rules and fees in this guide come from these official pages. Practical advice is PrimeScale’s own. Marketplaces change their rules, so the seller dashboard remains the record of what applies to your account.
Frequently asked questions
What is the character limit for Amazon product titles in 2026?
75 characters, including spaces. Amazon.in cut the limit from 200 characters on 27 July 2026. Details that no longer fit go into item highlights, a separate field of up to 125 characters.
Do spaces count towards the 75-character title limit?
Yes. The 75-character limit includes spaces and punctuation. A title of 12 words can reach 75 characters, so count every character before you upload.
What happens if my Amazon title is longer than 75 characters?
Amazon can correct a title that breaks its rules automatically, or the listing can stop appearing in search. Either way you lose control of what shoppers see, so shorten the title yourself and move the extra detail into item highlights.
What are item highlights on Amazon?
Item highlights are a field of up to 125 characters that shows below the title. Write them as short phrases separated by commas, not sentences. Use them for details such as material, use, compatibility or what is in the box.
Which characters are not allowed in Amazon titles?
Amazon does not allow ! $ ? _ { } ^ ¬ ¦ in titles. It allows ~ # < > * only inside identifiers such as “Style #4301” or measurements such as “<10 kg”, not as decoration.
Can I repeat a keyword in my Amazon title?
Yes, but no more than twice. Amazon does not allow the same word more than twice in a title. Your brand name counts towards this. Prepositions, articles and conjunctions such as “for”, “the” and “and” do not.
Should size and colour go in the parent or child title?
In the child title only. The parent title describes the product family, for example brand, style and product type. Each child title then adds its own colour and size.
Where should the words I cut from my title go?
PrimeScale moves them into item highlights first, as comma-separated phrases within 125 characters. Synonyms and spelling variants shoppers search for can go into backend search terms, which must stay under 250 bytes. Bullet points can carry the rest.