Free tool · no account · runs in your browser

Amazon Title Checker

Check your title and Item Highlights against Amazon's 75-character rule and title requirements before you upload.

Product title (item name)

Max. 75 characters incl. spaces since 27 July 2026. Brand, product type, the attribute that decides the click.

0 / 75

Item Highlights

Max. 125 characters, comma-separated: material, size, compatibility, use case. Searchable.

0 / 125

Brand (optional)

Used to check the brand comes first and to allow characters that are part of the brand name.

How it shows in Amazon search

Your title appears here.

Simplified preview. On mobile, Item Highlights appear under the title.

Checks against Amazon's title rules

Enter a title to check it.

Short answer

The HORAiZON ONE Amazon title checker is a free browser tool that checks a product title against Amazon's 2026 title rules: at most 75 characters including spaces, no word more than twice, no forbidden special characters and no promotional phrases. It checks the 125 characters of Item Highlights in the same pass.

Amazon has applied the 75-character limit to every category except media since 27 July 2026. The checker needs no account and does not store the text.

Thorsten Müller, co-founder of HORAiZON, 12 years in Amazon marketing · Last checked 10 November 2026

Amazon title rules in 2026

Amazon product title requirements as of November 2026
Rule	Requirement	Since
Title length	Max. 75 characters incl. spaces; all categories except media	27 July 2026 (before: 200, since 21 Jan 2025)
Item Highlights	Max. 125 characters, comma-separated, searchable	27 July 2026
Repeated words	Each word at most twice; prepositions, articles and conjunctions exempt; brand names and plurals count	21 Jan 2025
Forbidden characters	! $ ? _ { } ^ ¬ ¦ (allowed only as part of the brand name)	21 Jan 2025
Restricted characters	~ # < > * only in identifiers or measurements	21 Jan 2025
Promotional phrases	Not allowed, e.g. "free shipping", "100% quality guaranteed"	Long-standing
Stores not affected by 75 characters	Saudi Arabia, Egypt, Türkiye, United Arab Emirates	27 July 2026

The rules come from Amazon's Seller Central page "Product title requirements and guidelines" and the July 2026 announcement. Amazon's older seller blog post on SEO still mentions 200 characters; the title requirements are what Amazon enforces. Category style guides can add their own rules, for example on which attributes belong in the title.

What happens to titles over 75 characters

Amazon rewrites them with its own AI and moves the details it removes into Item Highlights.
Brand owners get 14 days to review, change or approve each suggestion in Review Listings Changes in Seller Central.
Sellers remain responsible for the rewritten title, including any compliance problems the AI creates.
By August 2026 Amazon had updated more than 984 million titles this way.

Writing the 75 characters yourself is the safer route: you decide which words stay in the title and which move to Item Highlights, instead of an AI that does not know your keyword data.

What goes into the title and what goes into Item Highlights

The 200 characters of the old title now live in two fields: 75 for the title and 125 for Item Highlights. Amazon says both are search inputs and neither is weighted above the other. A typical division:

What goes into the title and what goes into Item Highlights
Field	Contents	Example
Title (75)	Brand + product type + the attribute that decides the click (+ size or color for variations)	Kivora Stainless Steel Water Bottle 750 ml, Leak-Proof Lid
Item Highlights (125)	Material, compatibility, use cases, secondary keywords; comma-separated	Double Walled Vacuum Insulated, Keeps Drinks Cold 24 Hours, BPA-Free, for Gym, Hiking and Office
Bullet points	Benefits and details that need a sentence	Why double walls keep drinks cold, cleaning, warranty terms
Backend search terms	Synonyms and spelling variants that appear nowhere visible (249 bytes)	flask thermos canteen

Cutting an old title by word order is not enough: which words stay in the 75 characters should follow what shoppers actually search for, from Search Query Performance or a keyword tool. The Amazon SEO guide shows how the title fits into ranking, and the backend keywords guide covers the 249 bytes.

How the title checker compares

Amazon's own editor in Seller Central shows a character count and its AI suggestions per listing. Listing builders in research suites such as Helium 10 and Jungle Scout count characters as part of their paid plans. The HORAiZON ONE title checker is free and also checks repeated words, banned characters, promotional wording and the Item Highlights.

Titles written for you

The checker checks titles you already have. To shorten an old title, HORAiZON ONE's AI product copy decides which words stay in the 75 characters based on more than 5.4 million real Amazon search terms and writes the title and Item Highlights, together with bullet points, description and backend keywords, and publishes them to Seller Central through the SP-API after you approve. Every account starts with 300 free credits; a text optimization costs 50 credits. It is used by Amazon sellers, brands and agencies.

Let HORAiZON ONE write the 75 characters

Connect your store and get title, Item Highlights, bullet points and backend keywords from Amazon search data, published when you approve.

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300 free credits · No credit card · Made & hosted in Germany

Amazon title checker: key facts

What it is: Free browser tool that checks Amazon product titles against the 2026 title requirements
Checks: 75-character title, 125-character Item Highlights, repeated words, forbidden and restricted characters, promotional phrases, all caps, emojis, brand position
Amazon field names: item_name (title) and title_differentiation (Item Highlights) in the SP-API
Rule source: Seller Central: Product title requirements and guidelines; July 2026 title update
Price: Free, no account
Data: Runs locally in the browser; nothing is stored
Not included: Shortening or rewriting titles, keyword research, uploading to Amazon (HORAiZON ONE does these)
Last checked: 10 November 2026

Amazon titles: FAQ

What is the Amazon title character limit in 2026?

Since 27 July 2026, Amazon product titles may have at most 75 characters including spaces, in every category except media. Until then the limit was 200 characters (enforced since 21 January 2025). Details that no longer fit go into the new Item Highlights field, which holds 125 characters and is searchable.

What are Amazon Item Highlights?

Item Highlights are a product attribute Amazon introduced on 27 July 2026: up to 125 characters, written as a comma-separated list of details such as material, size, compatibility or use case. They are searchable and appear with the title in search results and on the product page. In the SP-API the field is called title_differentiation.

What happens if my Amazon title is longer than 75 characters?

Amazon rewrites titles that exceed the limit with its own AI and moves details into Item Highlights. Brand owners can review, change or approve the suggestions for 14 days before they go live, in the Review Listings Changes area of Seller Central. Sellers remain responsible for the rewritten content.

Can I repeat keywords in an Amazon title?

Each word may appear at most twice. Prepositions, articles and conjunctions are exempt; brand names count, and Amazon treats plurals and other forms of a word as the same word. Repeating a keyword adds no search coverage anyway, so use the space for different terms.

Which special characters are not allowed in Amazon titles?

Amazon does not allow ! $ ? _ { } ^ ¬ ¦ in titles unless they are part of the brand name. ~ # < > * are only allowed in product identifiers or measurements, such as "Style #4301" or "<10 kg". Dashes, commas, pipes and slashes are fine.

Is the HORAiZON ONE title checker free?

Yes. The title checker is free, needs no account and runs in your browser without storing the text. HORAiZON ONE, the AI platform behind it, also writes titles and Item Highlights from Amazon search data and publishes them through the SP-API.

Sources

Checked November 10, 2026. The style guide for your category in Seller Central is the final word.