Key Takeaways
- The rule: Since July 27, 2026, product titles on amazon.de may be no longer than 75 characters including spaces, in all categories except media.
- The new field: The item highlight adds up to 125 searchable characters below the title. According to Amazon's field description, it only shows when the title stays under 75 characters.
- The content: Brand, product type with the main keyword and the key differentiator go into the title, material, use and synonyms into the item highlight.
- Off limits: Special characters such as !, $ and ?, repeated words and promotional terms such as bestseller or free shipping.
- The AI: Amazon gradually replaces longer titles with its own suggestions. Brand owners have 14 days to review them.
The Amazon title (also called item name by Amazon, field item_name) is the product name shown as the heading on the product page and as the first line in search results. Since July 27, 2026, it is limited to 75 characters on amazon.de. Whatever no longer fits belongs in the new item highlight with up to 125 characters, which Amazon shows directly below the title.
Three facts from Amazon's own documentation: Amazon announced the 75-character limit in the German Seller Forums on June 10, 2026, so that titles display in full on smartphones (source: Amazon announcement, June 10, 2026). The title data field technically still accepts 200 characters in all six product types we queried through Amazon's API on October 26, 2026 (source: Amazon Selling Partner API, product type definitions for amazon.de). And according to the same field description, the item highlight only shows when the item name is under 75 characters.
How long can an Amazon title be?
Since July 27, 2026, a product title on amazon.de may be no longer than 75 characters including spaces, in all categories except media. Before that, a limit of 200 characters applied to most categories from January 21, 2025. The API still accepts 200 characters, but Amazon gradually replaces titles above 75 characters with AI suggestions. Amazon Ads recommends around 60 characters. Our rule of thumb: plan 70 to 74 characters, so the item highlight still shows.
What is the item highlight?
The item highlight is a separate field with up to 125 characters for product features or benefits that no longer fit into the title. It is searchable, appears below the title in search results and on the product page, and Amazon's field description asks for feature or benefit phrases rather than full sentences, without repeating the title. In flat files and the API it is called title_differentiation. It is optional in all six product types we checked.
What goes into the 75 characters?
Brand, product type with the main keyword and the key differentiator. Example with a fictional product: the old title "Markenname Trinkflasche Edelstahl 750ml BPA-frei Auslaufsicher Isoliert Thermosflasche ..." had 155 characters. The new title "Markenname Trinkflasche Edelstahl 750 ml, Isoliert, Auslaufsicher, Silber" has 73, and the item highlight "Thermosflasche für Sport, Schule und Büro, hält Getränke kalt und warm, BPA-frei" has 80.
Which rules apply to Amazon titles?
- No special characters: exclamation marks, dollar signs, question marks, underscores, curly brackets, carets and the characters ¬ and ¦, unless part of the brand name (Amazon announcement, January 3, 2025).
- No repeated words: except prepositions, articles and conjunctions. The Amazon team phrases it as not more than twice (May 2026).
- No promotional claims: free shipping, quality guarantees, bestseller or limited offer. According to the Amazon team, such terms can lead to suppression.
- Capitalization: the Amazon team recommends capitalizing the first letter of each word, except conjunctions, articles or prepositions with fewer than five letters.
What Amazon's AI does with long titles
Titles still longer than 75 characters after July 27, 2026 are gradually replaced with AI suggestions. Listings stay active, you can still edit them, and brand owners have 14 days to review the suggestions. Check the review view weekly, compare each suggestion with your keyword map and verify facts against the data sheet before approving.
Keywords and testing
Amazon Ads recommends adding terms from the search term report to the title, bullet points or description. Keep the main keyword in the title and move variants to the item highlight or backend. More on research in our post on Amazon keyword research and on the full listing in our listing optimization guide. Manage Your Experiments lets brand representatives test titles (source: Amazon, sell.amazon.com); details in our post on A/B testing on Amazon.
When outside help pays off
Help pays off when a whole catalog must move to 75 characters or AI suggestions are piling up unreviewed. We write titles, item highlights and bullet points from a keyword map per ASIN and check every product claim against the data sheet or manual, on Amazon in Germany, the UK, France, Italy, Spain, the Netherlands and Belgium. See how that works as an Amazon SEO agency or as an Amazon full-service agency. We work with fixed fees and no percentage of ad spend.
Sources
- Amazon announcement in the German Seller Forums: product title updates from July 27 (June 10, 2026)
- Amazon announcement in the European Seller Forums: new product title requirements from January 21, 2025 (January 3, 2025)
- Amazon team in the German Seller Forums: Prime Day listings that convince (May 12, 2026)
- Amazon Selling Partner API: Get product type definitions (field data for amazon.de retrieved October 26, 2026)
- Amazon Ads: How to improve your product detail page for advertising
- Amazon: Manage Your Experiments
Frequently Asked Questions
How long can an Amazon title be?
Since July 27, 2026, titles on amazon.de may be no longer than 75 characters including spaces in all categories except media. The data field technically still accepts 200 characters, but Amazon is gradually replacing longer titles with AI suggestions. Amazon Ads even recommends titles of around 60 characters.
What is the item highlight on Amazon?
The item highlight is a separate field with up to 125 characters for product features or benefits such as material or use. It is searchable and appears below the title in search results and on the product page. According to Amazon's field description, it only shows when the item name is under 75 characters.
What belongs in an Amazon title?
Amazon Ads lists brand, product line, material or key feature, product type, color, size and packaging or quantity. The Amazon team in the German Seller Forums sums up the minimum as brand, product type and main differentiator. With 75 characters, brand and main keyword go first, secondary terms go into the item highlight and bullet points.
Which characters and words are not allowed in Amazon titles?
Since January 21, 2025, exclamation marks, dollar signs, question marks, underscores, curly brackets, carets and the characters ¬ and ¦ are not allowed unless they are part of the brand name. Words should not be repeated, except prepositions, articles and conjunctions. Promotional terms such as bestseller can lead to suppression, according to the Amazon team.
What happens to Amazon titles longer than 75 characters?
Titles still longer than 75 characters after July 27, 2026 are gradually replaced with AI suggestions: the core information stays in the title, details move to the item highlight. Listings stay active. Brand owners have 14 days to review, adjust and approve the suggestions in the Review listing changes view.