Amazon Cut Title Limits to 75 Characters — Here's What Changed

Amazon's title character limit dropped from roughly 200 characters to 75 in a policy update this July. If you missed the announcement — plenty of sellers did, since Amazon doesn't exactly send a press release for every category-by-category rollout — you may still have listings live with titles that get truncated in search results, which is worse for conversion than a short title written on purpose.

Why Amazon did this

The old 200-character allowance encouraged keyword-stuffed titles: "Bag Purse Handbag Tote Shoulder Bag for Women Ladies Girls Crossbody Everyday Use Gift" — technically searchable, unreadable to an actual human, and increasingly penalized by Amazon's own ranking signals even before the hard limit dropped. A9 (Amazon's search algorithm) has been shifting toward relevance and conversion rate over raw keyword density for a while. The character cut just made that shift official and enforced it at the field-length level instead of leaving it as a ranking suggestion.

What 75 characters actually fits

Not much room for anything that isn't essential. As a rough budget: brand name (if you have one worth including), product type, one or two defining attributes, and maybe a size or color. That's it. "Granny Square Crochet Shoulder Bag for Women, Cream Multicolor" is 65 characters — close to the ceiling, and every word in it is doing work.

Where the cut words should actually go

Amazon listings have five bullet points (each 10–255 characters under current limits) specifically for the supporting detail a truncated title can no longer carry. If "great for festivals, beach days, and everyday use" used to live in your title, it belongs in a bullet now — ideally the one about versatility, written as a benefit rather than a keyword string.

Check your existing listings, not just new ones

This is the part sellers skip. A title written under the old limit doesn't get truncated in your Seller Central editor — it just gets cut off with an ellipsis in live search results and on mobile, where screen space was already tight before this change. If you haven't opened your active listings since July, it's worth a five-minute pass to confirm none of them are ending mid-word in search.

The upside, if there is one

Shorter titles are easier to scan, which tends to help click-through rate even when they contain less information. A tight, readable 65-character title that clearly states what the product is will usually outperform a cut-off 140-character title that used to say more but now says less coherently. The limit is annoying to adapt to, but the resulting titles are, on the whole, better ones.