The 75-character title rule
Since 27 July 2026, Amazon India product titles can be up to 75 characters, including spaces. Before that, the limit was 200 characters. Amazon may rewrite a title that breaks its rules, so a long title now costs you control over what shoppers see. We checked these rules against Amazon India’s Seller Central help pages on 14 September 2026.
How Amazon counts characters
Every letter, number, space and punctuation mark is one character. “1 Litre” is 7 characters, and so is “1-Litre”. This counter ignores spaces at the start and end, and counts an accented letter or an emoji as one character, the way a shopper sees it. Emoji and decorative symbols do not belong in a title anyway, and the checks above flag them.
What to keep in the 75
Amazon recommends this order. Most titles need the first four or five parts, not all seven.
| Part | Example |
|---|---|
| Brand | YourBrand |
| Style or flavour | Kids |
| Product type | Steel Water Bottle |
| Key attribute | Insulated, Leak Proof |
| Colour | Blue |
| Size or pack count | 1 Litre |
| Model number | Add it if your product has one |
Use numerals instead of number words, such as “2-Pack” rather than “Two-Pack”. Capitalise the first letter of each word, except short words such as “and”, “with” and “for”. Use any word no more than twice. Your brand name counts towards that, and short words do not.
How to use item highlights
Item highlights is a separate field of up to 125 characters, shown below the title. Use it for the details you cut from the title: material, use, what’s in the box or a key spec. Write comma-separated phrases, not sentences. “Double-wall vacuum insulation, BPA-free lid” works. “Keeps drinks cold for 24 hours.” does not.
Before and after
The example title in the counter above, fixed for the 75-character limit:
| Before | After | |
|---|---|---|
| Title | YourBrand Steel Water Bottle 1 Litre ** BEST SELLER ** Insulated Steel Bottle for Kids, Leak Proof Steel Flask - Free Shipping! | YourBrand Kids Steel Water Bottle, Insulated, Leak Proof, Blue, 1 Litre |
| Length | 127 characters | 71 characters |
| Item highlights | Double wall vacuum insulation. Keeps drinks cold for 24 hours and hot for 12 hours. BPA free lid. | Double-wall vacuum insulation, cold for 24 hours, hot for 12 hours, BPA-free lid |
| Broken requirements | 5 | 0 |
The fix drops “Best Seller” and “Free Shipping”, removes the ** and the !, uses “Steel” once, and follows Amazon’s order: brand, style, product type, key attributes, colour and size. The insulation and lid details move to item highlights as phrases.
Characters Amazon does not allow in titles
| Character | Name |
|---|---|
! | Exclamation mark |
$ | Dollar sign |
? | Question mark |
_ | Underscore |
{ } | Curly brackets |
^ | Caret |
¬ | Not sign |
¦ | Broken bar |
These are also restricted: ~ # < > *. You can use them only inside identifiers such as “Style #4301” or measurements such as “<10 kg”, never as decoration. If your brand name contains a banned character, enter it in the Brand name field and leave it out of the title.
Promotional phrases such as “free shipping” and “100% quality guaranteed” are not allowed. Leave out subjective claims such as “best seller”, “top rated” and “#1”, and don’t write the title in capitals.
Free PDFGet the Amazon India Playbook10 chapters on fees, listings, ads, ranking and inventory, with a 90-day plan.Frequently asked questions
What is the character limit for Amazon product titles in 2026?
Amazon India product titles can be up to 75 characters, including spaces. The limit took effect on 27 July 2026. Before that, titles could be up to 200 characters.
Do spaces and punctuation count towards the 75 characters?
Yes. Every letter, number, space and punctuation mark counts as one character. This counter also counts an accented letter or an emoji as one character, the way a shopper sees it.
What happens if my Amazon title is longer than 75 characters?
Amazon may rewrite a title that breaks its rules, and you lose control over what shoppers see. Cut the title yourself so you choose what stays: brand, product type and one or two key attributes.
Where do the details that no longer fit in the title go?
Put them in item highlights, a separate field of up to 125 characters that shows below the title. Write comma-separated phrases, such as material, use or what’s in the box.
Which characters are not allowed in Amazon titles?
Amazon titles cannot use ! $ ? _ { } ^ ¬ or ¦. The characters ~ # < > and * are allowed only inside identifiers such as “Style #4301” or measurements such as “<10 kg”. If your brand name has a banned character, enter it in the Brand name field instead.
How many times can a word appear in an Amazon title?
No more than twice. Your brand name counts, but short words such as “and”, “for” and “with” do not.
Can I write “Best Seller” or “Free Shipping” in my title?
No. Amazon does not allow promotional phrases such as “free shipping” or “100% quality guaranteed” in titles, and asks you to leave out subjective claims such as “best seller” or “top rated”.
Is this title counter free, and is my title stored?
Yes, it’s free. The count and every check run in your browser, and nothing you type is sent anywhere.