Amazon Title and Bullet Point Rules 2026: The 75-Character Limit, Banned Characters and Claims

Quick reference: Amazon listing limits in 2026

What is the Amazon title character limit in 2026?

For almost every product it is now 75 characters. Amazon's announcement says that starting July 27, 2026, "titles in all categories except for media will need to be 75 characters or less including spaces", so the full title shows on mobile (Amazon). Amazon posted the same notice for UK sellers.

The older 200-character cap still sits above it. Since January 21, 2025, titles in most categories may not exceed 200 characters, including spaces, and Amazon points to its Seller Central page Product title requirements and guidelines for "character limits by product category and store" (Amazon). That page needs a Seller Central login, so check it for your own category before you rely on the general numbers.

Which categories and marketplaces are exempt?

Media is exempt from the 75-character rule. Amazon's announcement does not list exactly which product types count as media, so if you sell books, music, video or DVDs, confirm your category on the guidelines page. Media titles still fall under the 200-character cap.

For marketplaces, Amazon's developer changelog says the new title structure "applies to all marketplaces, except Saudi Arabia, Egypt, Turkey, and the United Arab Emirates" (SP-API changelog). Amazon also notes that title requirements "may vary from site to site" (Amazon Global Selling).

What happens to titles over 75 characters?

They are not removed. After July 27, Amazon updates titles still over 75 characters "to the AI recommendation gradually", listings stay active, and brand owners get 14 days to review, change or approve the suggestion in Review Listings Changes (Amazon). If you list through the API, a longer title of up to 200 characters is still accepted, but Amazon may split it between the title and Item Highlights in the catalog. Existing listings are not affected until you submit an update (SP-API docs).

What are Item Highlights?

Item Highlights is a new field of up to 125 characters for materials, uses and other details that help shoppers compare. It is searchable and shows with the title in search results and on the detail page (Amazon). In the API it is the title_differentiation attribute. Amazon's developer docs set three rules for it, and say the title itself should carry brand, product type and key feature (SP-API docs):

• Write it as comma-separated phrases, not full sentences.
• Don't repeat what is already in the item name.
• You can only submit it when the item name is 75 characters or fewer. Otherwise the API returns error 100476.

Which characters are not allowed in Amazon titles?

Amazon's January 2025 policy bans ! $ ? _ { } ^ ¬ ¦ in titles, unless the character is part of the brand name (Amazon). An Amazon moderator added ~ < > ; ^ to that list, and confirmed that hyphens, colons and regular brackets are allowed "as they often have functional value" (Amazon Seller Forums).

Amazon Global Selling adds that ~ # < > * may be used only in a specific context, such as "Style #4301" or "<10 lb", and never as decoration. Its example of a non-compliant title is "Paradise Towel Wear Co. Beach Coverup << Size Kids XXS >>" (Amazon Global Selling). Amazon's detail page guide also says not to use symbols such as © or ® in titles (Amazon Product Detail Page Guide).

How many times can a word repeat in an Amazon title?

Twice at most. Prepositions, articles and conjunctions are exceptions (Amazon). Two details catch sellers out:

• Singular and plural count as the same word, according to an Amazon moderator (Amazon Seller Forums). "Bottle" and "Bottles" add up.
• A word from the brand name only counts as a repeat in the same sense. In "Old Navy and Navy Blue", "Navy" is not a duplicate (Amazon Global Selling).

What else does Amazon flag in titles?

• Promotional terms such as "free shipping" or "100% quality guarantee". Amazon Global Selling also lists "Christmas" and "Valentine's Day" (Amazon Global Selling).
• Subjective commentary such as "Hot Item" or "Best Seller" (Amazon Product Detail Page Guide).
• All caps, and your merchant name in the title (same guide).

The same guide asks for numerals ("2", not "two"), a capital at the start of each word except short prepositions, conjunctions and articles, and only the information needed to identify the item.

What are Amazon's bullet point rules?

Amazon updated its bullet point requirements on August 15, 2024, restricting "special characters, emojis, and some phrases, such as refund-related guarantees". It removes non-compliant bullets and uses AI to generate replacements, which it shares with you for review before publishing (Amazon). The full help page needs a login; the points below follow its text as quoted in a Seller Forums thread and summarized by Marknology.

How many bullet points, and how long?

Include at least three bullet points, each more than 10 and fewer than 255 characters. Amazon's detail page guide asks you to highlight the top five features (Amazon Product Detail Page Guide).

What gets a bullet point removed?

• Special characters such as ™ ® € … † ‡ ¢ £ ¥ © ± ~
• Emojis such as ☺ ☹ ✅ ❌
• An ASIN, or placeholders like "N/A", "not applicable", "TBD" or "COPY PENDING"
• The phrases eco-friendly, environmentally friendly, ecologically friendly, anti-microbial, anti-bacterial, Made from Bamboo, contains Bamboo, Made from Soy and contains Soy
• Guarantees such as "Full refund", "If not satisfied, send it back" or "Unconditional guarantee with no limit"
• Company information, website links or any contact details
• Repetition: each bullet must say something different

An Amazon moderator has also said that emojis, brackets and code are not allowed under the Product Detail Page Rules (Amazon Seller Forums).

Which claims should you avoid in bullet points?

Avoid subjective, performance or comparative claims unless they can be verified on the product packaging, and don't compare yourself to competitor brands. Award claims need the date and the awarding body on the detail page, and survey results need the source and date (help page text).

How should bullet points be formatted?

Start with a capital letter, write sentence fragments without end punctuation, and separate phrases with semicolons. A short header followed by a colon is fine, as in Amazon's example "Cotton Fabric: Made from 100% cotton for softness and breathability". Put a space between a number and its unit ("60 ml"), and write out numbers one to nine except in names, model numbers and measurements (help page text). Amazon's older detail page guide said to use numerals in bullets; the 2024 rule is newer.

Do the same rules apply to the description and search terms?

Partly. Amazon bans the following everywhere on the detail page, in titles, descriptions, bullets and images alike: phone numbers, addresses, email addresses and URLs; price, availability and alternative delivery offers such as free delivery; reviews, quotes and testimonials; requests for positive reviews; and time-sensitive information like event dates. HTML and JavaScript are not allowed, except line breaks in the description (Amazon Product Detail Page Guide). The description should give accurate dimensions, care and warranty details in complete sentences, without your seller name or your other products (same guide).

Backend search terms work differently. The field is limited to 250 bytes. Plain letters and numbers are one byte each; characters like ä can be two. Separate words with spaces, don't repeat words, skip stop words like "a", "the" and "for", and don't repeat what is already in the title or brand fields (Amazon Seller Forums). An Amazon moderator says spaces and punctuation are not counted toward the length (Amazon Seller Forums). The rule that matters most: if the field goes over the limit, Amazon Search ignores the whole attribute (Amazon Seller Forums).

Common mistakes that get Amazon listings suppressed or rewritten

1. A title over 75 characters in a non-media category. Amazon will replace it with its own version over time (Amazon).
2. Item Highlights submitted with a title over 75 characters. The API rejects it with error 100476 (SP-API docs).
3. A banned character or a word used three times, often the plural sneaking in. Non-compliant titles show in Manage All Inventory, and Amazon Global Selling points sellers to the search-suppressed view there (Amazon Global Selling).
4. "Eco-friendly", "antibacterial" or a money-back promise in a bullet (help page text).
5. Emojis or decorative symbols in bullets or titles (Amazon Seller Forums).
6. Search terms over 250 bytes, which silently switches the field off (Amazon Seller Forums).
7. Editing an old listing into a new product. A new color, size, material or feature needs its own detail page (Amazon Product Detail Page Guide).

Compliant and non-compliant examples

The examples use a made-up brand, Northvale. Character counts include spaces.

FAQ

Does the 75-character limit apply to existing listings?

Through Seller Central, Amazon will gradually change existing titles over 75 characters to its AI recommendation, with 14 days for brand owners to review (Amazon). Through the API, existing listings are not affected until you submit an update (SP-API docs).

Will Amazon take my listing down if the title is too long?

No. Amazon says listings stay active while it applies its recommended titles (Amazon). A title that breaks the character or repetition rules is a different case: Amazon Global Selling says such titles can be kept from showing in search until you fix them (Amazon Global Selling).

Can I write "Christmas" in the title of a Christmas product?

Amazon Global Selling lists "Christmas" among the promotional terms not allowed in titles (Amazon Global Selling). If the word is the product itself, as with a Christmas tree, check the guidelines page for your category.

Keeping up with the rules

Amazon has changed its title rules twice in eighteen months. WizFalcon's Ecommerce AI Assistant keeps up with platform rules like these, along with the official sources behind them, and writes titles, Item Highlights, bullets and search terms that follow them, starting from the product facts you confirm.