If your Amazon.in titles are long keyword strings — brand, product, size, colour, material, three use cases and a festive gift occasion — this week changes things. Starting July 27, 2026, product titles in every category except media must be 75 characters or less, including spaces. Amazon has announced the change in Seller Central, and titles that stay over the limit will be rewritten by Amazon's AI, gradually, after the deadline.
For Indian sellers this lands harder than most: Amazon.in is overwhelmingly a mobile marketplace, and mobile display is exactly the reason Amazon gives for the new limit. Here's what's actually changing, and what to do about it before Amazon decides for you.
What changes on July 27
- Titles: maximum 75 characters (including spaces), all categories except media. Amazon's stated reason: titles should display fully on mobile, where most customers shop — which in India is nearly all of them.
- A new field, Item Highlights, adds 125 characters for the details that no longer fit in the title — materials, use cases, compatibility. Item Highlights are searchable and appear alongside titles in search results and on product detail pages.
- Nothing goes offline. Your listings stay active through the transition, and you can edit titles and Item Highlights at any time.
- If you don't act, Amazon acts for you. After July 27, titles over 75 characters will be gradually replaced with an AI-generated recommendation.
- Brand owners get a 14-day review window before an AI rewrite is applied — review, modify, or approve the recommendations in Review Listing Changes.
Why this matters more than it looks
A 75-character ceiling isn't just a formatting rule — it forces a keyword decision. Today, a long title lets you rank for everything it mentions. From July 27, you have roughly 8–10 words. The keywords that stay in the title keep the strongest relevance signal; everything else moves to Item Highlights, which are searchable but are not the title.
That makes this a prioritisation exercise: which search terms actually convert for this product? Those belong in the 75 characters. The rest go to Item Highlights and backend keywords.
There's a second reason to act rather than wait: Amazon's AI doesn't know your data. It writes clean, compliant titles — but it doesn't know which search term drives 40% of your orders, or that your buyers search "steel bottle 1 litre" and not "hydration flask". If a converting term gets moved out of the title by an automated rewrite, you may only notice when orders dip.
How to update your titles (Amazon's own tool)
Amazon has built the rewrite tool into Seller Central:
- Go to Manage All Inventory and find the listing you want to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left — you'll see suggested titles and Item Highlights that follow the new requirements, keeping key product information in the title and moving the rest to Item Highlights.
Full details and examples of the new format are in Amazon's help page: Product title requirements and guidelines. Amazon is also answering questions live in an Engage with Amazon forum thread.
A practical checklist before you rewrite anything
- Pull your converting search terms first. From your Search Term Report (or your PPC data), list the terms that actually generate orders per SKU — not the ones you hope rank.
- Write the title as: Brand + product type + the one or two attributes buyers search for. "Brandname Insulated Steel Water Bottle 1L" is 41 characters — you have room for one more converting attribute, not five.
- Move everything else to Item Highlights. Materials, box contents, use cases, compatibility — searchable, comparable, and no longer costing you title space.
- Do your best sellers manually, let the AI handle the tail. For the SKUs that pay your bills, decide the 75 characters yourself. For the long tail, review Amazon's suggestions instead of writing from scratch.
- If you're brand registered, watch Review Listing Changes. You have 14 days per rewrite to approve or modify — put a weekly check in your routine so nothing auto-applies unseen.
- Don't blindly copy the new titles to Flipkart and Meesho. This limit is Amazon's; other marketplaces have their own title rules. Keep your multi-marketplace catalogue flexible enough to serve each platform its own format.
- Watch orders after every title change. A title edit that drops a converting keyword shows up as a quiet sales dip 1–2 weeks later. Track it per SKU, not per account.
How Sellerio handles this for you
This change is exactly the kind of work Sellerio's listing tools were built for:
- Keyword gap detection cross-checks each listing's top PPC-converting search terms against its title — deterministic, from your real ad data — so you know precisely which terms must survive the cut to 75 characters, and how much character headroom you have left.
- The AI Optimizer rewrites titles grounded in your live listing data and competitor content, with every change going through your own review before anything is pushed to Amazon.
- Post-update monitoring watches every changed listing and flags it if orders go quiet after an edit — so a bad rewrite (yours or Amazon's) never fades your sales silently. It's one of the 27 features live on the roadmap today.
If you'd rather make these calls from your own conversion data than accept a generic AI rewrite, start a 14-day free trial — no card required.
Also from the Sellerio blog: Amazon Easy Ship labels — a practical guide for Indian sellers.