Best Practices for Writing Amazon Product Titles

What Actually Changed in Your Listing

Before this update, you worked with a single title field that allowed up to 200 characters. Most sellers filled that field to the edge, packing in every keyword variation they could justify.

Today you’re working with two fields instead of one. The first is called Item Name in Seller Central — it’s what shoppers understand as the product title. The second is called Item Highlights, and it appears directly beneath the title in lighter text. Here’s how they compare:

Four Facts You Need to Know

This Does Not Hurt Your SEO

When the announcement landed, the reaction across seller communities was close to panic, and the fear was always the same one. If a title carries your keywords, and Amazon just deleted 125 characters of title, then surely you’re about to lose 60 percent of your keyword coverage and the rankings that came with it.

Amazon’s position on the question is direct. Search and discoverability are unchanged. Item Name and Item Highlights are both inputs for search, and neither one is prioritized over the other. Two fields, equal weight, same total budget.

What the New Title Looks Like on Product Pages

Unlike the old title, which read as one continuous string, the new title now shows up in two visible parts on the product page:

Item Name and Item Highlights as they appear on a live Amazon product page.

Earlier, sellers wrote one long title packing the product name, pack details, materials, and keywords together into a single string, something like:

Amazon has now split that single string into two separate fields on the listing, and your title has to be written for both.

How to Write Your 75-Character Item Name

The structure Amazon recommends hasn’t changed — it’s simply been compressed into far less space:

Work through the following four steps, in order.

Step 1: Lock In Your Three Non-Negotiables

Three elements go into the title before you consider anything else:

• Your brand name, at the very beginning. Keep the brand in Item Name — it also anchors the start of your product URL.
• Your product type, containing your main keyword. Top 2 keywords, including the main keyword customers search on Amazon.
• Your single most important varying attribute. The size, color, quantity, or position that separates this child ASIN from its siblings.

Step 2: Budget Your Characters Before You Write a Word

Decide in advance roughly how many characters each element gets, then write to those constraints.

Part and model numbers matter enormously in some categories and not at all in others. In automotive, electronics, and industrial supply, shoppers search the part number directly, which makes it a search keyword. In apparel or home goods, a model number is usually meaningless to the buyer and shouldn’t consume title space.

Step 3: Write for 60 Characters, Treat the Last 15 as a Bonus

How many characters actually display on screen varies by device and display settings. Build your title so that everything a shopper needs to identify the product appears within roughly the first 60 characters, and treat characters 61 through 75 as useful but expendable. If your title only makes sense when read all the way to the end, it won’t make sense on a smaller phone.

Step 4: Run the Compliance Check Before You Save

Some of the requirements Amazon introduced in early 2025 are still fully in force. Avoid these in your title:

• No special characters — !, $, ?, _, {, }, ^, ¬, or ¦ — unless they’re part of your registered brand name
• No word more than twice, excluding articles, prepositions, and conjunctions
• No promotional or subjective claims such as Best Seller, Free Shipping, Sale, or Money-Back Guarantee
• No price or condition information
• No all-capitals and no period at the end
• Numerals, not words. Write “2,” not “two”
• Capitalize the first letter of each word, except conjunctions (and, or, for), articles (the, a, an), and prepositions of fewer than five letters (in, on, with, over)

How to Write Amazon Item Highlights

Item Highlights should quickly explain what the product offers and why it’s useful. Each highlight should focus on one important feature, explain its benefit, and include a specific detail where possible.

1. Start With a Useful Feature

Start with an important feature of your product — the material, design, function, size, or another important part of the product.

2. Explain What the Feature Does

Don’t stop at the feature. Tell shoppers what it does or how it helps them.

3. Add a Specific Detail

Specific details make your highlights more useful. Use numbers, measurements, sizes, quantities, materials, or other facts about the product.

4. Replace Vague Words With Facts

Words like “premium,” “high quality,” and “great” don’t tell shoppers much. Give them actual information instead.

5. Keep the Wording Simple

Your highlights should be easy to understand. Don’t use complicated words when simple words can explain the same thing.

Title & Item Highlight Rules for Auto Parts

Auto parts need clear information about the part, its fitment, and its specifications. The title should identify the part and include the most important information for that particular type of part. Item Highlights should provide the additional fitment details, features, and specifications shoppers need.

1. Use This Title Structure for Most Parts

This puts the important product information first without filling the title with unnecessary words.

2. Keep Position in the Title

If the part has a specific position, include it in the title. Use terms such as:

• Front
• Rear
• Driver Side
• Passenger Side

This makes it immediately clear which version of the part the shopper is looking at.

3. Use Item Highlights for Additional Fitment Information

When a part has important fitment details that don’t belong in the title, use Item Highlights to provide them.

The highlights should give shoppers useful information without repeating the title word for word.

4. Use Item Highlights for Features and Specifications

Item Highlights are also the right place for important product details such as material, size, performance, included parts, and other specifications.

5. Include the Details That Help Identify the Correct Part

For automotive products, shoppers often need more than just the part name. Use the available space to provide details such as:

• Vehicle make and model when relevant
• Engine size when relevant
• Front or rear position
• Driver or passenger side
• Part number
• Size or measurement
• Material
• Quantity
• Important specifications

This is an example where the make and model can appear in the title because the part is for a single make and model.

6. Be Careful With OEM Brand Names

If you sell an aftermarket part that references an OEM brand, make the relationship clear. Use “Compatible With [Brand]” or “Replacement For [Brand]“:

7. Avoid Unnecessary Information in the Title

Don’t fill the title with information that makes it harder to understand. Avoid:

• Long vehicle fitment lists on parts that fit many vehicles
• Year ranges
• Long engine lists
• Words such as “Premium,” “Professional,” or “High Quality”
• Your seller name unless it is also the brand
• An OEM part number without “Compatible With” or “Replacement For” when referring to an OEM brand

Instead, use the title space for the information that helps shoppers identify the part.

Auto Parts Title + Item Highlight Examples

Six category examples, from parts that fit a single vehicle to parts that fit thousands.

Brake Pads

Why: this part fits many vehicles, so the title is better used for the part type and important product details rather than a long fitment list.

Oil Filter

Why: the part number is important here because shoppers often use it to find a replacement filter.

Mirror Assembly

Why: the make and model can appear in the title because the part is for a single make and model.

Wheel Hub

Why: specifications such as 5-lug and ABS sensor are more useful in the title than a long vehicle list when the part fits many vehicles.

Tire Inflator

Why: this is a universal product with no vehicle fitment to include, so the title and highlights focus purely on the specifications shoppers need.

LED Headlight Bulbs

Why: the bulb socket size is more important than a long vehicle list, because shoppers often search by socket size.

Frequently Asked Questions

How long can an Amazon product title be in 2026?

Titles are limited to 75 characters, including spaces, in every category except media. Item Highlights adds up to 125 characters, giving you a total budget of 200 characters across the two fields.

Will a shorter title hurt my search ranking?

No. Search and discoverability are unchanged, because Item Name and Item Highlights are both search inputs and neither is prioritized over the other. Your 200-character keyword budget is intact — just split across two fields.

Where should my brand name go?

In the title, at the beginning. Amazon recommends keeping the brand name in Item Name specifically, and it also anchors the start of your product URL.

Can I undo a title that Amazon’s system wrote for me?

Yes. Both fields remain editable at any time, even after an automatic change goes live. The real cost isn’t the text — it’s the sales you lose between the rewrite happening and you noticing it, which is why reviewing proactively beats reacting.

Do keywords in Item Highlights count for SEO?

Yes, the field is indexed and searchable, with the same weight as the title. What it doesn’t do is feed your product URL, your Google link text, your Sponsored Products headline, or your packing slips, so it’s not a like-for-like replacement for title space.

How do I update thousands of listings efficiently?

Use the Category Listings Report, which arrives pre-populated with your existing data and now includes an Item Highlights column next to Item Name. Edit both fields in the spreadsheet and upload through the List Your Products tool. Listings usually update within eight hours.

Two fields, same total budget, and Amazon rewriting anything that doesn’t comply on its own. The sellers who update proactively keep control of their own copy. The ones who wait get Amazon’s version instead.