Amazon Rewrites Your Titles With AI on July 27. Here's What That Looks Like

Short version: on July 27, 2026, Amazon caps product titles at 75 characters in every category except media. Titles over the limit get rewritten by Amazon’s AI. Brand-registered sellers get a 14-day window to review the rewrite. Everyone else gets no notice at all.

Amazon announced this June 10 through Seller Central. New listings created after June 15 already have to comply. Existing listings have until July 27.

What’s changing

• 75 characters max, including spaces. The old working limit was about 200.
• Promotional words are banned. “Premium,” “best,” “sale,” “free shipping” get stripped or rejected.
• No word more than twice in a title, brand names included.
• Banned special characters: ! $ ? _ { } ^ and a few others.
• Listings stay active. No suppression, no delisting. Amazon just changes your title for you.

What a 244-character title becomes

Here’s a title in the style half of Amazon still runs today:

Alpine Roots Premium Collagen Peptides Powder for Women and Men, Hydrolyzed Type 1 and Type 3 Collagen for Hair, Skin, Nails and Joints, Grass Fed, Non-GMO, Gluten Free, Keto and Paleo Friendly, Unflavored, Easy to Mix, 20 Servings, Made in USA

That’s 244 characters. It breaks two rules at once: it’s more than three times the new cap, and “Premium” is banned promotional language.

Here’s the compliant version:

Alpine Roots Collagen Peptides Powder, Grass Fed, Unflavored, 20 Servings

That’s 73 characters. Brand, primary keyword, two differentiators, size. Aim for 60-72 characters so you keep a buffer.

The question every brand asks next: where did the other 170 characters go?

Where the cut keywords go

Amazon added a new field called Item Highlights to catch them. It’s 125 searchable characters that sit right below your title, in search results and on the product page. It unlocks once your title is compliant. Format is comma-separated phrases, not sentences:

hydrolyzed type I and III collagen, supports hair, skin, nails and joints, non-GMO, keto and paleo friendly, made in USA

That’s 120 characters, and every one of them is indexed the same way title keywords are. Title (75) plus Item Highlights (125) equals 200. Your total indexable space didn’t shrink. It got restructured.

The rest of the overflow goes where it always should have lived: backend search terms for long-tail keywords, synonyms, and misspellings, and bullet points for mid-tail keywords inside real benefit copy.

Why you don’t want the AI writing this for you

The AI builds your new title from your existing listing data. It tries to keep the brand name and main keyword. What it can’t know is which keyword actually drives your sales. The title is the heaviest-weighted keyword field on Amazon, and a rewrite that drops your money keyword shows up as a rank slide one to two weeks later, when the cause is hard to trace.

If you’re brand registered, rewrites appear in the Review Listing Changes dashboard in Seller Central and you have 14 days to approve, edit, or reject them. If you’re not brand registered, the change just lands.

What to do this week

1. Export your catalog: Inventory > Manage All Inventory > flat file report.
2. Add a =LEN() column on titles. Anything over 75 needs work.
3. Sort by revenue. Fix the top 20% of ASINs first.
4. Rewrite each one: brand + primary keyword + one or two differentiators + size.
5. Move the cut keywords into Item Highlights and backend search terms.
6. Check the Listing Quality dashboard (Growth > Listing Quality) weekly through August.

Sellers are already reporting early rewrites landing before the deadline, so the safe assumption is that the clock is shorter than it looks.

This is the kind of week where it pays to have someone watching your catalog. When Brand Propello carries your product, catalog compliance like this is part of the deal, not a separate invoice.