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Product titles: the 75-character rule and the banned characters

By L-Guard · Published · 7 min read

The example bottle’s title is 120 characters, 45 over the US limit. Amazon may replace it with a shorter title; an active listing can still be absent from search. Learn what to keep, what to cut and which current requirements the title must meet.

A ribbon of blank word blocks slides along a track through a measuring gate with a stop line; the blocks past the line drop into a side tray next to a small water bottle product card.

The rule: 75 characters, spaces included

Scissors cut a long ribbon of word blocks through its last block, where it runs past the edge; below, a shorter ribbon that fits, with a green check.
Over 75 characters, something has to go. A title that fits 75 passes the length check.

Since Jul 27, 2026 US product titles have a 75-character limit, except Media (books, music, video/DVD, software). Spaces and the brand count (Amazon rule). Exactly 75 is allowed; 76 is over.

The rollout announcement says listings remain active; current help also warns that a noncompliant title may not appear in search. Amazon gradually replaces it with its own AI-recommended, shorter title; brand owners get 14 days to review it in Review Listings Changes (Amazon rule, Jul 27, 2026).

A replacement title may drop facts your buyers need.

Where in the new layout: Products › Manage products (classic: Inventory › Manage All Inventory)

Two more title requirements

Title requirements and guidanceDiagram: current title requirements, read Oct 24, 2026. Not allowed: ! $ ? _ { } ^ ¬ ¦, even inside a brand name. Repeat a word at most twice; prepositions, articles and conjunctions are exempt. Brand words count except in a different context, such as Old Navy and navy blue. In L-Guard's title checker, oz repeated three times fails; numbers alone do not count and Bottle and Bottles are different words. Current help prohibits Free Shipping and decorative symbols. ALL CAPS and subjective Best Seller wording are guidance. Older checker warning colors can differ from current policy.Not allowed in a titleAmazon Help, read Oct 24, 2026!$?_{}^¬¦even in a brand name: the brand goes in the Brand namefieldThe same word at most twiceSmall words (for, the, and, with) do not count32 oz Bottle 32 oz Lid 32 oz Cup123oz ×3 · max 2fails L-Guard's listing checkerTo the checker, 32 alone is not a word, and Bottle andBottles are two different words.Prohibited: Free Shipping and decorative symbols.Guidance: ALL CAPS and subjective Best Seller wording.Older checker warning colors can differ from current policy.Title requirements and guidanceDiagram: current title requirements, read Oct 24, 2026. Not allowed: ! $ ? _ { } ^ ¬ ¦, even inside a brand name. Repeat a word at most twice; prepositions, articles and conjunctions are exempt. Brand words count except in a different context, such as Old Navy and navy blue. In L-Guard's title checker, oz repeated three times fails; numbers alone do not count and Bottle and Bottles are different words. Current help prohibits Free Shipping and decorative symbols. ALL CAPS and subjective Best Seller wording are guidance. Older checker warning colors can differ from current policy.Not allowed in a titleAmazon Help, read Oct 24, 2026!$?_{}^¬¦even in a brand name: the brand goes in the Brandname fieldThe same word at most twiceSmall words (for, the, and, with) do not count32 oz Bottle 32 oz Lid 32 oz Cup123oz ×3 · max 2fails L-Guard's listing checkerTo the checker, 32 alone is not a word, and Bottleand Bottles are two different words.Prohibited: Free Shipping and decorativesymbols.Guidance: ALL CAPS and subjective Best Sellerwording.Older checker warning colors can differ fromcurrent policy.
Current help distinguishes requirements from guidance. L-Guard's checker example does not settle Amazon’s treatment of plurals (needs verification).

Current help lists two more title requirements (read Oct 24, 2026):

  • These characters are not allowed: ! $ ? _ { } ^ ¬ ¦, even inside a brand name.
  • The same word may appear at most twice. Prepositions, articles and conjunctions are exempt. Brand words count, except in a different context (Old Navy and navy blue).

In L-Guard's title checker, "32 oz Bottle 32 oz Lid 32 oz Cup" fails on "oz". Numbers alone do not count; "Bottle" and "Bottles" differ. Amazon’s plural handling remains unverified.

Amazon prohibits Free Shipping and decorative symbols. ALL CAPS and subjective Best Seller wording are guidance. Check the current source before publishing; older checker colors can differ (read Oct 24, 2026).

Where in the new layout: Products › Manage products (classic: Inventory › Manage All Inventory)

What to keep first

A row of eight rounded blocks: the first five are blue, each with an icon above it (a tag for the brand, a water bottle for the product type, a ruler for the size, a brushed steel square for the material, a star for the strongest feature); the last three are gray.
The keep-first list as blocks: brand, product type, size, material and strongest feature lead (blue). The words you cut (gray) can move to Item Highlights.

Keep the identifying facts in this order (L-Guard tip, not an Amazon rule):

  1. Brand
  2. Product type: what it is (water bottle, meal prep containers)
  3. Size or quantity (32 oz, 5-Pack)
  4. Material (stainless steel, glass)
  5. Your strongest feature (leak-proof lid)

Move use cases elsewhere; cut repeated ideas and filler. Check every claim against the product’s fact sheet.

Anatomy of a 75-character titleDiagram: anatomy of a title that fits 75 characters. The bamboo cutting boards' title 'Hearthline Cutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves' is split into its five parts, in the keep order, over a ruler from 0 to 75: brand Hearthline (characters 1 to 10), product type Cutting Board Set (12 to 28), size 3 Sizes (31 to 37), material Bamboo (40 to 45) and strongest feature Deep Juice Grooves (48 to 65). 10 + 17 + 7 + 6 + 18 = 58, plus 4 spaces and 3 commas = 65. Below, L-Guard's plain cut of the same boards' 97-character first draft 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes, Bamboo, Deep Juice Grooves' keeps 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes', 69 characters, and cuts off the last 28 characters (a comma and a space, then 'Bamboo, Deep Juice Grooves'): the material and the strongest feature are lost.Bamboo cutting boards: 65 characters, keeps all five65 / 751Brand2Product type3Size4Material5Strongest featureHearthlineCutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves01020304050607075Count: 10 + 17 + 7 + 6 + 18 = 58, plus 4 spaces and 3 commas = 65!Their first draft: L-Guard's plain cut of the 97-character title69 / 751Brand2Product typeUse case3SizeHearthlineCutting Board Setfor Bread, Fruit and Vegetables, 3 SizesCut off: 28 characters, the comma and space included:Bamboo, Deep Juice Grooves4Material: lost5Strongest feature: lostAnatomy of a 75-character titleDiagram: anatomy of a title that fits 75 characters. The bamboo cutting boards' title 'Hearthline Cutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves' is split into its five parts, in the keep order, over a ruler from 0 to 75: brand Hearthline (characters 1 to 10), product type Cutting Board Set (12 to 28), size 3 Sizes (31 to 37), material Bamboo (40 to 45) and strongest feature Deep Juice Grooves (48 to 65). 10 + 17 + 7 + 6 + 18 = 58, plus 4 spaces and 3 commas = 65. Below, L-Guard's plain cut of the same boards' 97-character first draft 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes, Bamboo, Deep Juice Grooves' keeps 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes', 69 characters, and cuts off the last 28 characters (a comma and a space, then 'Bamboo, Deep Juice Grooves'): the material and the strongest feature are lost.Cutting boards: 65 / 75, keeps all five1234502550751Brandcharacters 1–10Hearthline2Product typecharacters 12–28Cutting Board Set3Sizecharacters 31–373 Sizes4Materialcharacters 40–45Bamboo5Strongest featurecharacters 48–65Deep Juice GroovesCount: 10 + 17 + 7 + 6 + 18 = 58,plus 4 spaces and 3 commas = 65!L-Guard's plain cut at 75of their 97-character first draftHearthlineCutting Board Setfor Bread, Fruit and Vegetables, 3 SizesCut off: 28 characters,the comma and space included:Bamboo, Deep Juice Grooves4Material: lost5Strongest feature: lost
The numbers follow the keep-first list above. Top: the cutting boards' title in that order; commas count as characters too. Bottom: the same boards' first draft, with the use case in the middle. L-Guard's plain cut stops where the count runs out (69 of 75 characters) and drops the material and the strongest feature. Counts by L-Guard's listing checker.

Where in the new layout: Products › Manage products (classic: Inventory › Manage All Inventory)

Item Highlights: where the extra words go

The Jun 10, 2026 announcement introduced Item Highlights: up to 125 characters. Amazon's help says you can add it once the title fits 75 characters. The exact cause of error 100476 is unverified; do not infer it from title length alone. Either way: fix the title first, then move the features you cut into Item Highlights.

Item Highlights: where the cut words goDiagram: where the cut words go, on the bamboo cutting boards. Before: 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes, Bamboo, Deep Juice Grooves' has 97 characters, over 75, so Item Highlights are not shown. Step 1, fix the title first: cut the use case 'for Bread, Fruit and Vegetables'; the title 'Hearthline Cutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves' has 65 of 75 characters. Step 2, move the cut words to Item Highlights: 'For bread, fruit and vegetables', 31 of 125 characters. Item Highlights are shown because the title fits 75 (Amazon rule).!Before: 97 characters, so Item Highlights are not shown97 / 75Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes, Bamboo, Deep Juice Groovescut: the use case moves to Item Highlights1Fix the title first: cut the use case65 / 75TitleHearthline Cutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves2Then move the cut words to Item Highlights31 / 125Item HighlightsFor bread, fruit and vegetablesItem Highlights are shown because the title fits 75 (Amazon rule)Item Highlights: where the cut words goDiagram: where the cut words go, on the bamboo cutting boards. Before: 'Hearthline Cutting Board Set for Bread, Fruit and Vegetables, 3 Sizes, Bamboo, Deep Juice Grooves' has 97 characters, over 75, so Item Highlights are not shown. Step 1, fix the title first: cut the use case 'for Bread, Fruit and Vegetables'; the title 'Hearthline Cutting Board Set, 3 Sizes, Bamboo, Deep Juice Grooves' has 65 of 75 characters. Step 2, move the cut words to Item Highlights: 'For bread, fruit and vegetables', 31 of 125 characters. Item Highlights are shown because the title fits 75 (Amazon rule).!Before: 97 charactersItem Highlights are not shown97 / 75Hearthline Cutting Board Set for Bread,Fruit and Vegetables, 3 Sizes, Bamboo,Deep Juice Groovescut: the use case moves to Item Highlights1Fix the title first:cut the use case65 / 75TitleHearthline Cutting Board Set, 3 Sizes,Bamboo, Deep Juice Grooves2Then move the cut words toItem Highlights31 / 125Item HighlightsFor bread, fruit and vegetablesItem Highlights are shown because the titlefits 75 (Amazon rule)
Fix the title first, then fill Item Highlights. The use case comes out of the middle, so the strongest feature stays. Counts by L-Guard's listing checker; the cutting boards are a worked example, not a task.

Where in the new layout: Products › Manage products (classic: Inventory › Manage All Inventory)

A plain cut is not a fix

L-Guard's plain cut stops at the last whole word that fits 75 characters. It is not what Amazon does, and it is not a good title. On the meal prep title it ends on "Oven" and drops "Leak-Proof"; on the cable title it keeps the banned { and }. A plain cut fixes length only.

Before accepting a shorter title, check five things: it fits 75, breaks no title rule, adds no unsupported number or claim, keeps the essential product facts, and keeps more features than the plain cut.

A plain cut is not a fixDiagram: L-Guard's plain cut of the title lab's two titles. Glass meal prep containers: the 155-character title is cut to 73 characters, 'Hearthline Glass Meal Prep Containers 5-Pack with Snap Locking Lids, Oven'. It fits 75, but it ends on 'Oven' and drops 'Leak-Proof'. USB-C cable: the 107-character title is cut to 73 characters, 'Hearthline USB-C Cable 6 ft {2-Pack} Braided Fast Charging Cord for Phone'. It fits 75, but the banned { and } are still there. A plain cut fixes length only. Before accepting a shorter title, check five things: it fits 75, breaks no title rule, adds no unsupported number or claim, keeps the essential product facts, and keeps more features than the plain cut.Glass meal prep containersplain cut of the 155-character title73 / 75Hearthline Glass Meal Prep Containers 5-Pack with Snap Locking Lids, Ovenfits 75ends on "Oven": "Leak-Proof" droppedUSB-C cableplain cut of the 107-character title73 / 75Hearthline USB-C Cable 6 ft {2-Pack} Braided Fast Charging Cord for Phonefits 75{ and } still there: banned charactersA plain cut fixes length only. A good cut does five things:1Fits 752Breaks no title rule3Adds no new number or claim word4Keeps the must-keep words5Keeps more features than the plain cutA plain cut is not a fixDiagram: L-Guard's plain cut of the title lab's two titles. Glass meal prep containers: the 155-character title is cut to 73 characters, 'Hearthline Glass Meal Prep Containers 5-Pack with Snap Locking Lids, Oven'. It fits 75, but it ends on 'Oven' and drops 'Leak-Proof'. USB-C cable: the 107-character title is cut to 73 characters, 'Hearthline USB-C Cable 6 ft {2-Pack} Braided Fast Charging Cord for Phone'. It fits 75, but the banned { and } are still there. A plain cut fixes length only. Before accepting a shorter title, check five things: it fits 75, breaks no title rule, adds no unsupported number or claim, keeps the essential product facts, and keeps more features than the plain cut.Glass meal prep containersplain cut of the 155-character title73 / 75Hearthline Glass Meal Prep Containers5-Pack with Snap Locking Lids, Ovenfits 75ends on "Oven": "Leak-Proof" droppedUSB-C cableplain cut of the 107-character title73 / 75Hearthline USB-C Cable 6 ft {2-Pack}Braided Fast Charging Cord for Phonefits 75{ and } still there: banned charactersA plain cut fixes length only. A good cut doesfive things:1Fits 752Breaks no title rule3Adds no new number or claim word4Keeps the must-keep words5Keeps more features than the plain cut
The lab's own plain cuts, run through L-Guard's listing checker: both fit 75, neither is a good title. It is not what Amazon does.

Where in the new layout: Products › Manage products (classic: Inventory › Manage All Inventory)

Key terms

Title
The product name at the top of a product page: at most 75 characters since Jul 27, 2026 (not Media).
Media category
Books, music, video and DVD, software. The 75-character limit does not apply.
Item Highlights
Up to 125 characters (since Jun 10, 2026), shown only when the title fits 75.
Brand owner
A seller enrolled in Brand Registry for the brand; gets 14 days to review a replacement title.
Plain cut
L-Guard's cut at the last whole word within 75 characters. Not what Amazon does.
Promotional phrase
Sales wording. Free Shipping is prohibited; Best Seller is guidance. L-Guard's checker may show both as warnings.

Try it

Title lab

A 120-character title, cut one word at a time and counted by L-Guard's title code (the same rules as the Listing Limits Checker).

Start: Hearthline USB-C to USB-C Charger Cable, 6 ft, 2-Pack, 2 Cords, Braided, Fast Charging Cord for Phone, Tablet and Laptop

Characters after each cut, against the 75-character limit
StepWord cutCharactersAgainst 75
Start—12045 over
1Charger11237 over
2211035 over
3Cords,10328 over
4Cord9823 over
5for9419 over
6Phone,8712 over
7Tablet805 over
8and761 over
9Laptop69Pass, 6 left

After the cuts: Hearthline USB-C to USB-C Cable, 6 ft, 2-Pack, Braided, Fast Charging. Title length (75-character limit): 69 of 75 characters (6 characters left).

Rule: a product title has at most 75 characters, spaces included, outside the Media category (Amazon rule since ; checked ).

Check yourself

  1. A Home & Kitchen title has exactly 75 characters, spaces included. Does it meet the rule?

    1. Yes: 75 is allowed.
    2. No: it must be under 75.
    3. Only if the brand is not counted.
    4. Only in the Media category.
    Answer and explanations

    Answer: A. Yes: 75 is allowed.

    • A. Correct. Since Jul 27, 2026 the limit is 75 characters or fewer. L-Guard's listing checker passes 75 and fails 76.
    • B. The rule says 75 or fewer, so exactly 75 passes.
    • C. The brand counts toward the 75.
    • D. It is the other way round: the 75-character limit does not apply to Media.

  2. Your title is 98 characters and you are the brand owner. What may Amazon do?

    1. Removes the listing until you fix it.
    2. May replace the title with its own shorter AI title; you get 14 days to review it.
    3. Nothing: titles written before Jul 27, 2026 are protected.
    4. Charges a fee for every extra character.
    Answer and explanations

    Answer: B. May replace the title with its own shorter AI title; you get 14 days to review it.

    • A. The rollout announcement says listings remain active, but current help warns that noncompliant titles may be absent from search. Check the current requirements.
    • B. Correct. Amazon gradually replaces titles over 75 characters; brand owners have 14 days to review the change in Review Listings Changes.
    • C. No. Amazon is replacing existing long titles gradually; our sources name no exception for older titles.
    • D. There is no such fee in our sources.

  3. Which title breaks the repeat rule (no word more than twice)?

    1. Hearthline Bamboo Boards: Board for Bread, Board for Herbs, Board for Fruit
    2. Hearthline Bamboo Cutting Board Set and Board Oil
    3. Hearthline Bamboo Cutting Boards for the Kitchen and for the Table
    4. Hearthline 3 Bamboo Boards, 3 Sizes, 3-Pack
    Answer and explanations

    Answer: A. Hearthline Bamboo Boards: Board for Bread, Board for Herbs, Board for Fruit

    • A. Correct. "Board" appears three times. (The listing checker counts "Boards" as a different word, but three times "Board" is already one too many.)
    • B. "Board" appears twice. Twice is allowed.
    • C. "for" and "the" are small words that do not count, and no other word repeats. It passes.
    • D. Numbers on their own, like 3, do not count as repeated words in L-Guard's listing checker. It passes.

  4. What must go from "Hearthline USB-C Cable 6 ft {2-Pack} Braided - Fast Charging"?

    1. The hyphen in USB-C
    2. The curly brackets { and }
    3. The dash between Braided and Fast
    4. Nothing; every character is allowed
    Answer and explanations

    Answer: B. The curly brackets { and }

    • A. Hyphens inside words are allowed.
    • B. Correct. { and } are on the current banned list (! $ ? _ { } ^ ¬ ¦), read Oct24,2026.
    • C. A dash is not on the banned list.
    • D. { and } are banned in a title, even inside a brand name.

  5. You must cut 45 characters from a title. What do you keep first?

    1. Brand, product type, size, material, strongest feature
    2. Use cases such as "for Gym and Office"
    3. Everything; Amazon will shorten it anyway
    4. The first 75 characters, whatever they are
    Answer and explanations

    Answer: A. Brand, product type, size, material, strongest feature

    • A. Correct. That is the L-Guard keep order. Move the features you cut into Item Highlights (up to 125 characters).
    • B. Use cases are the first thing to cut: they say who uses it, not what it is.
    • C. Then Amazon writes your title, and it may drop the facts your buyers look for.
    • D. That is the plain cut. It drops whatever sits after character 75, even key features.

Sources

FactDateLabelSource
Title at most 75 characters, spaces included, all categories except Media; brand countsread Oct 24, 2026Amazon ruleTitle at most 75 characters, spaces included, all categories except Media; brand counts · Source 1 · sellercentral.amazon.com (opens a real Amazon page); Title at most 75 characters, spaces included, all categories except Media; brand counts · Source 2 · sellercentral.amazon.com (opens a real Amazon page)
Titles over 75 replaced gradually by Amazon's AI-recommended title; brand owners have 14 days to reviewread Oct 24, 2026Amazon ruleTitles over 75 replaced gradually by Amazon's AI-recommended title; brand owners have 14 days to review · Source 1 · sellercentral.amazon.com (opens a real Amazon page); Titles over 75 replaced gradually by Amazon's AI-recommended title; brand owners have 14 days to review · Source 2 · sellercentral.amazon.com (opens a real Amazon page)
No review window for sellers without Brand Registry—Not confirmed on a public Amazon page yet—
Item Highlights: up to 125 characters, available with a compliant title; introduced in the Jun 10, 2026 announcement.read Oct 24, 2026Amazon ruleItem Highlights: up to 125 characters, available with a compliant title; introduced in the Jun 10, 2026 announcement. · Source 1 · sellercentral.amazon.com (opens a real Amazon page); Item Highlights: up to 125 characters, available with a compliant title; introduced in the Jun 10, 2026 announcement. · Source 2 · sellercentral.amazon.com (opens a real Amazon page)
Exact causes of Item Highlights error 100476 and behavior across editor/upload paths are unverified; do not infer a cause from title length alone.—Not confirmed on a public Amazon page yet—
Current banned title characters ! $ ? _ { } ^ ¬ ¦, with no brand exception. Words may appear at most twice, excluding prepositions/articles/conjunctions and a brand word used in another context. The change date from the original Jan 21, 2025 brand exception is not stated.read Oct 24, 2026Amazon ruleCurrent banned title characters ! $ ? _ { } ^ ¬ ¦, with no brand exception. Words may appear at most twice, excluding prepositions/articles/conjunctions and a brand word used in another context. The change date from the original Jan 21, 2025 brand exception is not stated. · Source 1 · sellercentral.amazon.com (opens a real Amazon page); Current banned title characters ! $ ? _ { } ^ ¬ ¦, with no brand exception. Words may appear at most twice, excluding prepositions/articles/conjunctions and a brand word used in another context. The change date from the original Jan 21, 2025 brand exception is not stated. · Source 2 · sellercentral.amazon.com (opens a real Amazon page)
Current title requirements prohibit promotional phrases such as Free Shipping and decorative symbols. ALL CAPS and subjective Best Seller wording appear under best-practice guidance; older checker warning labels do not decide current policy.read Oct 24, 2026Amazon ruleCurrent title requirements prohibit promotional phrases such as Free Shipping and decorative symbols. ALL CAPS and subjective Best Seller wording appear under best-practice guidance; older checker warning labels do not decide current policy. · sellercentral.amazon.com (opens a real Amazon page)
An active listing can still be absent from search: current title help says a noncompliant title may be corrected or absent from search. The rollout announcement and search eligibility address different things.read Oct 24, 2026MythAn active listing can still be absent from search: current title help says a noncompliant title may be corrected or absent from search. The rollout announcement and search eligibility address different things. · sellercentral.amazon.com (opens a real Amazon page)
Keep order: brand, product type, size, material, strongest featureOct 7, 2026L-Guard tipL-Guard Listing Studio fix text
Plain cut at 75 characters (L-Guard's listing checker), not what Amazon doesOct 22, 2026L-Guard checkL-Guard listing checker, Oct 22, 2026
How Amazon counts emoji, accented letters and plurals in titles—Not confirmed on a public Amazon page yet—
New seller account paths: Products › Manage products, Supply chain › Manage Amazon inventory, workspaces and the menu (UI as of Oct 2026)read Oct 24, 2026Amazon guidanceNew seller account paths: Products › Manage products, Supply chain › Manage Amazon inventory, workspaces and the menu (UI as of Oct 2026) · sellercentral.amazon.com (opens a real Amazon page)

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