Amazon Title Requirements: How to Split Your Title Into Item Name and Item Highlights Without Losing Rankings 

Amazon product titles are capped at 75 characters, including spaces, in every category except media. That is the rule now, not something coming down the road. 

If the only thing you heard was “titles are dropping to 75 characters,” you probably assumed you lost more than half your keyword space. You did not. Amazon added a second field called item highlights that holds another 125 characters, so the total is roughly what it always was.

What really changed is where your keywords sit. And if your titles were rewritten by Amazon’s AI rather than by you, there is a decent chance a keyword phrase you spent months earning got broken apart without you noticing. 

That is worth ten minutes of your time to check. Here is how. 

First, why the title matters this much 

You probably already know the title is the most important part of a listing for search relevancy. But how important? Let’s put a number on it. 

Inside Helium 10’s keyword research there is a metric called title density. It counts how many listings on page one have the searched term as an exact phrase in their title. Simple metric, and it tells you a lot about how hard a keyword will be to rank for. 

Say you sell a coffin shelf, and “coffin shelf” has a title density of three. That means out of every listing on page one, only three carry that exact phrase in the title. Put it in yours and you are the fourth. In cases like that, sellers have landed on page one within a couple of days of launching, before making a single sale for the keyword. 

That is how much the algorithm cares about your title. Which is exactly why going from 200 characters to 75 made people nervous. At 200 you can afford to be generous. At 75, every word you keep is a real decision. 

What goes in your 75-character item name 

Work in this order and stop when you run out of room: 

1. Brand name. Always been required, has not changed. 

2. Product name. The main keyword that says what the thing actually is. 

3. Distinguishing features. Color, size, pack count, whatever separates one variation from another. 

4. Any additional high-value keyword that still fits. 

One thing worth knowing: position inside the field matters, and it always has. Having “coffin shelf” at the very front of your title is not the same as having it as the last two words. Amazon does not weigh every word equally, so get your best phrase as close to the front as the brand name allows. 

What goes in your 125 characters of item highlights 

Item highlights hold everything else: materials, use cases, secondary features, and the phrases that could not fit up top. Think of it as the back half of your old title, now living in its own field. 

Three things to know about how this field behaves: 

• It is searchable. This is not backend search terms and it is not your five bullet points. It is its own indexed field. 

• It shows below your title in search results and on the product page, at least on mobile. 

• You only get access to it if your title is already 75 characters or under. If your title is still over the limit, the field is not available to you, which is a good reason to fix the title first. 

As for whether a keyword at the end of the highlights carries the same weight as the same keyword at the end of an old-format title, honest answer is that nobody has proven it either way yet. The reasonable assumption is that the item name is the more relevant of the two, since that is how title position has always worked. Helium 10 is testing it, and the results will feed into how the AI places phrases when it builds a listing for you. 

Go check what Amazon’s AI did to your listings 

For any title still over the limit, Amazon’s AI rewrote it. Brand-registered sellers got a 14-day window in the Review Listing Changes tool to review, edit, or approve those rewrites first. Plenty of sellers never opened it, and the AI version published by default. 

If that was you, it is still worth auditing. Here is how to see any individual listing: 

1. Go to Manage All Inventory in Seller Central. 

2. Find the ASIN you want to check. If you have multiple SKUs on one ASIN, pick the oldest one. Check the dates, because if you have a fulfilled-by-Amazon SKU and a fulfilled-by-merchant SKU on the same ASIN, the view will not show up on both. 

3. Click the three dots on the right, then Edit listing. 

4. Look to the left of the edit listing button for View and enhancements, and click it. 

You will see your original title next to Amazon’s version, split into item name and item highlights. 

So how good was Amazon’s AI, really? 

Better than you might expect, and that is coming from someone who has been reasonably critical of Amazon’s AI in the past. On real listings it kept close to 100% coverage of the individual keywords from the original title. Nothing vanished outright. Is it perfect? No. No AI is perfect, including Helium 10’s. But this one is not bad at all. 

Where it slips is on phrases, and here is what that looks like in practice. The original title: 

Manny’s Mysterious Oddities Coffin Shelf and Coffin Gift Box with Spooky Accessory Set, Small Cute Goth Halloween Box, 14x7in Black 

Amazon’s rewrite produced an item name of “Manny’s Mysterious Oddities Coffin Shelf and Gift Box, Black, 15x8in,” with highlights covering “with spooky accessories set, small cute goth Halloween box.” 

Brand name, correct. Main keyword, correct. Variation color and size, both there. But look closely and “coffin gift box” quietly became “gift box.” That happens to be the second-highest search volume keyword for the product, and the product genuinely is both a coffin shelf and a coffin gift box. 

Does that mean losing indexation for it? Probably not, since “coffin” and “gift box” both still appear. What is gone is the full exact-phrase relevancy signal, which can nudge ranking and advertising performance. 

Is that a deal breaker? Not even close. But it is the kind of small erosion that adds up across a few hundred listings, and it is exactly the sort of thing worth catching on your highest-revenue ASINs. 

Fixing titles in bulk 

Clicking Edit listing, then View enhancements, then backing out, one ASIN at a time, is completely fine for five listings. Maybe ten. At a thousand listings it is not something a human can get through without a team working around the clock, and that is not a great use of anybody’s week. 

Two paths worth knowing. 

Amazon’s bulk upload templates. Download the flat file template for your category and you will find an item highlights column alongside the item name. Fill both, submit through bulk upload. No extra cost, though you are writing every title yourself and flat files are their own kind of afternoon. 

Helium 10 Listing Builder. Listing Builder now includes item name and item highlight fields, and the AI workflow populates both from scratch. The rules behind it, with design work led by Andrew Bell, put the brand name first, the product name right after, and keep the original title’s search phrases together in phrase form wherever possible. Once you approve a version you can sync it straight to your Amazon listing. Give it 15 to 30 minutes, refresh the edit listing page in Seller Central, and your pending version will be sitting in the box above the item name and item highlights fields. 

That phrase-preservation rule is the whole difference. On the coffin shelf listing, Helium 10’s version produced “Manny’s Mysterious Oddities Coffin Shelf Set, Small, Black, 14x7in” with highlights reading “coffin gift box, spooky accessories, cute goth Halloween box.” Almost identical to Amazon’s, except “coffin gift box” survived intact instead of getting trimmed to “gift box.” 

One warning about very long titles 

If your title was way out of compliance at 250-plus characters, no AI is fitting all of that into 75 plus 125. You lost keywords, and that is just the math. Worth going back to those listings specifically and deciding by hand which phrases matter most, then making sure those land in the item name. 

Best practices going forward 

• Fill both fields. Use the full 75 and the full 125, unless the best listings in your niche run noticeably shorter, in which case follow your niche. 

• Front-load the item name. Highest-value phrase as close to the front as possible, right after the brand name. 

• Keep multi-word phrases together. Splitting “coffin gift box” into “coffin” over here and “gift box” over there is the single most common way to lose relevancy without ever noticing. 

• Get the title under 75 first. Until you do, you cannot use item highlights at all. 

• Audit your top ASINs by hand. If you have thousands of listings, review the ones that actually make you money rather than trying to check every single one. 

Frequently asked questions 

What is the Amazon title character limit? 

75 characters including spaces for the item name, in every category except media. Item highlights give you an additional 125 characters. 

Did Amazon cut titles from 200 characters to 75? 

No. The total space is roughly the same. It was split into two fields: a 75-character item name and 125 characters of item highlights. 

What are Amazon item highlights? 

A searchable 125-character field that sits below your title in search results and on the product page. It is separate from your bullet points and separate from backend search terms, and it holds materials, use cases, and other details that no longer fit in the title. 

Why can’t I see the item highlights field? 

Item highlights only become available once your product title is 75 characters or under. Fix the title first and the field opens up. 

What happened if I did nothing? 

Amazon’s AI rewrote the title into the new format. Brand-registered sellers got 14 days in the Review Listing Changes tool to review, edit, or approve it. If no action was taken, the AI version published. 

Did the new format hurt rankings? 

Amazon’s position is that relevancy, indexing, and advertising performance do not change when an existing title is simply split across the two fields. The real risk is keyword phrases getting broken apart during an AI rewrite, not the format itself. 

Where do I see what Amazon’s AI did to my title? 

Manage All Inventory, then Edit listing on the oldest SKU for that ASIN, then View and enhancements. 

Can I still fix my titles? 

Yes. Titles and item highlights are editable like any other listing content, through Seller Central, Amazon’s bulk upload templates, or a listing tool that syncs to Amazon. 

Worth an afternoon on your top listings 

Most sellers let the AI rewrite go through and never looked at it. If a handful of ASINs drive most of your revenue, pull those up and check whether your best keyword phrases survived intact. That is where the money is.