Amazon's New 75-Character Product Titles: What UK Sellers Need to Know in 2026

If you sell on Amazon UK, there has been an important change to the way you need to think about your product titles.

From 27 July 2026, Amazon introduced a 75-character limit, including spaces, for Item Names in most non-media categories.

But Amazon hasn't simply taken valuable listing space away. Sellers now have an additional field called Item Highlights, providing up to 125 characters for important product information.

In simple terms, we now have:

• Item Name: 75 characters
• Item Highlights: 125 characters

That gives sellers 200 characters across the two fields, but the important difference is that we now need to be much more deliberate about what information goes where.

Having spent more than 10 years working with Amazon, including running and eventually exiting my own brand before moving into consultancy and coaching, I actually think there are positives to this change.

Long, keyword-heavy titles were never necessarily good titles. They may have contained plenty of keywords, but that didn't always make them particularly useful to the customer.

The new format forces sellers to prioritise. And I think that's a good thing.

What Has Amazon Actually Changed?

For most non-media categories, the Item Name is now limited to 75 characters including spaces. Amazon has then introduced Item Highlights, providing another 125 characters.

Amazon recommends using Item Highlights for additional important product information, such as:

• Features
• Materials
• Benefits
• Intended uses
• Important product characteristics

Importantly, Item Highlights can also contribute to Amazon search. That means sellers shouldn't make the mistake of thinking "only my title matters for keywords." Instead, we now need to think about how keywords and product information are distributed across the entire listing.

Why Has Amazon Made Product Titles Shorter?

Think about the way people actually shop on Amazon. They're not necessarily sitting at a desktop computer carefully reading every word of every listing. They're scrolling. They're comparing products. Increasingly, they're shopping on mobile devices.

A customer might quickly assess: main image, product title, price, rating, number of reviews, delivery and key product information.

You have a very short amount of time to communicate what this product is, and whether it's relevant to what they're looking for.

A title containing every keyword you've ever discovered doesn't necessarily achieve that. In fact, it can make a product harder to understand.

With only 75 characters available, every word needs to earn its place.

Don't Just Cut Your Existing Amazon Title at 75 Characters

This is probably one of the biggest mistakes I'd avoid. Imagine your existing title is 160 characters long. Don't simply delete everything after character 75.

Instead, go back to your original keyword research and ask: what absolutely needs to be in the Item Name? Then: what information should move into Item Highlights? Then: what belongs in the bullet points, description, A+ Content and backend search terms?

The new requirements should be treated as a listing optimisation exercise, not simply a character-deletion exercise.

How I Would Structure a 75-Character Amazon Item Name

There isn't one formula that will work for every product. However, a useful starting point is:

Brand + Primary Product Keyword + Important Feature/Benefit + Variant

The exact structure will depend on the product and category. You might need to incorporate important information such as size, colour, quantity, material, pack size, style or capacity.

The important point is prioritisation. You don't have enough space to include everything. Nor should you try.

A Practical Example: The Old Title vs the New Format

Let's use a completely fictional, unbranded product: a 1-litre insulated stainless-steel water bottle.

An older Amazon title might have looked something like:

Stainless Steel Water Bottle 1L Insulated Leakproof Drinks Flask Double Wall Reusable Sports Bottle for Gym Work Hiking Travel Cold Hot Drinks Black

It contains plenty of potentially useful words. But it's also long, repetitive and difficult to scan. Under the new format, I'd approach it differently.

Item Name

1L Insulated Water Bottle – Stainless Steel Leakproof Flask – Black

The customer can immediately understand what the product is, its capacity, its material, an important feature and its colour.

Item Highlights

Double-wall insulation keeps drinks hot or cold, with a leakproof lid for gym, work, hiking, commuting and travel

We've now introduced additional information naturally, including double-wall insulation, hot and cold drinks, leakproof design, gym, work, hiking, commuting and travel — and we've done it without repeatedly stuffing "insulated water bottle" into the copy. That's an important distinction.

How Should You Choose Keywords for a 75-Character Amazon Title?

This change makes proper Amazon keyword research even more important. Previously, sellers could sometimes compensate for poor keyword prioritisation by simply putting lots of search phrases into their titles. That's much harder when you've only got 75 characters.

I'd now divide keyword research into different groups.

1. Primary Product Keywords

These are the search terms that most accurately describe what you're actually selling. For our fictional example, "insulated water bottle" would be an obvious candidate. Other primary or highly relevant terms might include "stainless steel water bottle" and "1L water bottle."

2. Secondary Keywords

Next, I'd identify other relevant searches that don't necessarily need to be forced into the Item Name — for example:

• Reusable drinks bottle
• Insulated flask
• Metal water bottle
• Drinks flask
• Reusable bottle

Some of these might work in Item Highlights. Others may work better elsewhere in the listing.

3. Feature-Based Keywords

I'd then look at how customers search for particular features — for example: leakproof water bottle, double-wall bottle, insulated drinks bottle, hot and cold drinks bottle. These phrases tell us more about why somebody might choose the product.

4. Use-Case Keywords

This is an area I think becomes increasingly important as Amazon search evolves. Customers don't always search for the technical name of a product. They might search according to what they need it for — for example: gym water bottle, hiking bottle, water bottle for work, travel water bottle, commuting drinks bottle.

These phrases provide Amazon with additional context about who the product is for and when it might be used.

Think Beyond Search Volume

This is something I regularly discuss with sellers. The keyword with the biggest search volume isn't automatically the keyword you should prioritise. I want to consider:

• Search volume — is there meaningful customer demand?
• Relevance — does the keyword accurately describe the product?
• Search intent — what is the customer actually looking to buy?
• Competition — how difficult and potentially expensive will it be to compete?
• Conversion potential — is somebody searching this phrase likely to buy my particular product?

A lower-volume keyword with excellent relevance and strong buying intent can sometimes be much more valuable than a huge generic keyword.

Don't Repeat Keywords Just for the Sake of It

You've now got limited customer-facing space. Use it intelligently. If you've already clearly established that the product is an Insulated Water Bottle in your Item Name, don't assume you need to repeat that exact phrase several times in Item Highlights.

Instead, introduce additional relevant information — as in the example above, where Item Highlights adds insulation, temperature and use cases without repeating the product name. That's a much better use of the available space.

What Should Go in Your Bullet Points?

Your Item Name and Item Highlights aren't replacements for the rest of your listing. I think of the listing as a series of layers:

• Item Name — what is it?
• Item Highlights — why might it be relevant to me?
• Bullet Points — why should I buy this particular one?

Your bullet points give you considerably more opportunity to explain the product properly. They should cover main benefits, product features, materials, dimensions, ease of use, problems solved, intended use and product differentiation.

But I'd still avoid simply stuffing keywords into every bullet. A bullet should help sell the product.

Features Are Important – But Explain the Benefit

This is another common listing mistake. Sellers describe features without explaining why they matter.

Feature: double-wall insulation. Fine. But what does that mean to the customer? Benefit: helps keep drinks at the desired temperature for longer.

Or: feature — leakproof lid. Benefit — makes the bottle more suitable for carrying in a work, gym or travel bag.

Good listing copy connects: Feature → Benefit → Customer Use.

That makes the listing easier for customers to understand while naturally creating richer product context.

What About the Product Description?

The description gives you another opportunity to expand on the product. You can introduce additional benefits, use cases, product information, customer problems, long-tail keywords and supporting search terminology.

But readability still matters. Don't write your description for an Amazon search engine. Write it for the person considering spending their money on your product.

Good Amazon SEO and good conversion copy shouldn't be two completely separate things. They should work together.

What About A+ Content?

If you're Brand Registered and have access to A+ Content, use it properly. Don't simply repeat your bullets with nicer graphics.

A+ Content can help explain brand positioning, product benefits, how the product is used, key features, comparisons, FAQs, product ranges and problems the product solves. It can also give Amazon richer contextual information about your product.

As Amazon becomes increasingly AI-driven, I believe this becomes more important.

What About Backend Search Terms?

Backend search terms still deserve proper attention. This is where I would consider relevant terminology that hasn't naturally fitted into the customer-facing listing — synonyms, alternative terminology, relevant long-tail phrases, search variations and related terminology.

But don't simply copy your title into your backend keywords. You have limited space. Use it to broaden relevance.

Amazon Search Is Changing – Think Beyond Individual Keywords

This is one of the bigger reasons I think sellers need to reconsider old-fashioned Amazon SEO. Amazon search is becoming increasingly sophisticated. We've already seen the development of Amazon's AI-powered shopping assistant, Rufus, alongside Amazon's broader work on understanding customer intent and product context.

That means I wouldn't optimise a listing solely around "where can I put this exact keyword?" I'd also ask what this product is, who it's for, what problem it solves, when somebody would use it, what makes it different, and what its main benefits and important features are.

Keywords still matter enormously. But context around those keywords matters too.

What Does AI Search Mean for Our Water Bottle Example?

Imagine a shopper asks Amazon something conversational such as: "What bottle would be good for taking hot coffee on my commute without leaking in my work bag?" That's very different from typing "water bottle."

A well-optimised listing might give Amazon information about insulation, hot drinks, leak resistance, commuting, work and portability.

That's why contextual product information matters. The seller isn't simply trying to rank for water bottle. They're helping Amazon understand the circumstances in which that product could be relevant.

Item Highlights Shouldn't Become Another Keyword Dump

There's a risk sellers will simply take all the keywords removed from their old title and dump them into Item Highlights. I'd avoid that.

Poor Item Highlight: "water bottle gym bottle travel bottle work bottle hiking bottle insulated flask sports bottle." Yes, it contains keywords. But it isn't particularly useful.

Compare that with: "Double-wall insulation keeps drinks hot or cold, with a leakproof lid for gym, work, hiking, commuting and travel." We're still incorporating relevant terminology. But now we're actually communicating something.

That's the difference between keyword stuffing and listing optimisation.

What Happens If Your Existing Title Is Longer Than 75 Characters?

Don't panic. But I wouldn't ignore the change either. If you've got an established catalogue, I'd prioritise reviewing your best-selling products, products receiving significant PPC spend, listings with poor CTR, products with outdated titles, and products you're preparing to launch.

Don't necessarily change everything at once. Prioritise according to commercial importance.

Look at CTR Before and After Changing Your Title

This is something I'd strongly recommend. Don't optimise your listing and then forget about it. Record your performance before the change. Then analyse what happens afterwards.

One metric I'd pay particular attention to is CTR — Click-Through Rate. If your shorter, clearer title works better alongside your main image, price and reviews, you may see improved click-through performance.

But remember that CTR isn't driven by the title alone. It can also be affected by main image, price, reviews, rating, competition, offers and advertising placement.

That's why Amazon optimisation should always be data-led.

Your Listing and PPC Should Work Together

This is another area sellers sometimes separate too much. Your listing and your Sponsored Ads strategy aren't independent. The keywords discovered during your listing research should help inform your initial PPC structure. And PPC then provides valuable information about how customers actually search.

For example, your Search Term Report might reveal a phrase you hadn't originally considered. If that search term generates clicks, converts consistently, produces acceptable ACoS and has strong relevance, I'd investigate it. It could potentially become an Exact PPC keyword, a listing keyword, a future ranking target, or part of your organic SEO strategy.

PPC shouldn't just generate sales. It can also provide valuable keyword intelligence.

My Recommended Amazon Listing Optimisation Process for 2026

If I were launching a new product today, I'd use the following process:

• 1. Conduct proper keyword research — competitors, customer searches, long-tail phrases, benefits and use cases.
• 2. Score keywords by relevance and opportunity — don't simply sort by search volume.
• 3. Group keywords — primary → secondary → feature → benefit → use case → long tail.
• 4. Build the 75-character Item Name using your most valuable information first, and keep it readable.
• 5. Build the 125-character Item Highlights, expanding the product story with benefits, secondary keywords and use cases.
• 6. Write benefit-led bullet points explaining why the product's features matter.
• 7. Build the description and A+ Content, adding depth, context and customer information.
• 8. Complete backend search terms using relevant terminology not already adequately covered.
• 9. Build PPC from the same research, using it to construct your initial Sponsored Products campaigns.
• 10. Analyse real customer search data — once advertising starts producing data, use the Search Term Report to refine both PPC and your understanding of customer search behaviour.

This creates a continuous cycle: Research → Listing → PPC → Data → Optimisation → Ranking → Growth. That's much more effective than treating Amazon SEO as a one-off job.

The Bigger Lesson for Amazon Sellers

I've spent more than 10 years around Amazon, including running my own brand before moving into consultancy and coaching. One thing never changes: Amazon keeps changing.

The sellers who struggle are often the ones looking for one fixed formula they can use forever. Amazon doesn't really work like that.

The fundamentals remain important: relevant products, strong listings, good conversion, competitive offers, inventory, PPC, profitability and data analysis. But the way we execute those fundamentals evolves. The new 75-character Item Name is another example.

I don't see it as "Amazon has taken away my title space." I see it as:

"Amazon has changed how I need to prioritise my listing information." That's a much more useful way to approach it.

My Advice to Amazon UK Sellers

If you haven't reviewed your titles yet, I'd start with three things.

First: Identify Listings That Need Updating

Look at your current Item Names and determine which exceed the new requirements.

Second: Redo Your Keyword Prioritisation

Don't just shorten the old title. Decide what deserves the most valuable space.

Third: Review the Entire Listing

Don't stop at Item Name and Item Highlights. Ask:

• Are my strongest keywords represented?
• Is the product immediately understandable?
• Are the main benefits obvious?
• Are my bullets persuasive?
• Is my A+ Content adding anything useful?
• Have I used backend search terms effectively?
• Does my main image encourage clicks?
• Is my listing written naturally?
• Does Amazon have enough context to understand the product?
• Is the listing ready for both traditional and AI-assisted search?

That's where the real opportunity is.

Final Thoughts

Amazon's move to shorter product titles doesn't mean Amazon SEO has become less important. I'd argue the opposite. When you've only got 75 characters, poor keyword prioritisation becomes much more obvious. Every word needs a reason for being there.

But don't fall into the trap of treating the new Item Highlights as somewhere to dump all the keywords you've removed. Use the entire listing intelligently.

Your objective should be to create a product page that:

Gets found → Gets clicked → Gets understood → Gets bought.

That's ultimately what good Amazon listing optimisation should achieve.

Need Help With Your Amazon Listings?

If you're unsure how to restructure your existing listings around Amazon's new 75-character Item Names and 125-character Item Highlights, I can help.

As an experienced Amazon FBA coach, consultant and former brand owner, I work directly with new and established sellers on Amazon keyword research, listing audits, listing optimisation, Amazon SEO, Sponsored Ads PPC, product launches, PPC audits, data analysis and growth and scaling strategy.

I don't believe in simply filling an Amazon listing with keywords. The goal is to understand how customers search, what makes them click and what ultimately makes them buy. And increasingly, we also need to make sure Amazon itself has enough information and context to properly understand the product.