Amazon Seller changes to product titles

AI creep is a thing – with AI-driven software, chatbots and solutions increasingly adding content curation and guidance into online transactions, and of course this extends to Amazon. The initial AI shopping bot, Rufus, has been upgraded and is being renamed Alexa for Shopping. We’ve commented on AI here on this blog before, and alongside that more AI is being rolled out behind the scenes. As part of this, in July 2026 Amazon are influencing part of the all-important Product Title field with AI.

For sellers on Amazon, what does this mean for product listings titles?

With the number of characters in a product title that a seller can proactively influence, Amazon are reducing this to 75. There is an additional Item Highlight field which caters then for the subsequent 125 characters of the product title field. That provides for 200 characters of product title – but leaves 37.5% of the previous product title real estate under the direct influence of sellers. With the second section of 125 characters, this is a change towards a more AI-driven content approach moving forwards.

If no action is taken, Amazon then will rewrite the product titles using its AI.

A response to this is to review all product titles as necessary, as Amazon will split what part we can control, and what part we can control less, into two. Intervening with this helps to protect content critical to search, as the product titles provide important SEO benefit within Amazon search.

With technology continually driving change, Amazon is embedding its own native AI rather than risking accepting entire product titles or content which some sellers may have used AI to generate. We remain champions of considered and copywritten product titles, as in our view, carefully drafted content which caters for audience as well as appropriate keywords needs more than an automated approach.

We’ve been testing what this product title change represents in practice, and it may mean that sellers will wield less influence over how shoppers initial view the titles of the products listed both in Search and via Amazon Ads. That said, what sellers can continue to influence becomes all the more important, as a result.

By acting and intervening with the new product title character changes, a key seller goal would be to avoid Amazon auto rewriting product titles which, to optimise well, may have taken time and work up until now. For brands with established catalogues, the challenge isn’t so much about reducing titles to 75 characters, as deciding which product information and search terms deserve to remain in those 75 characters.

This Amazon change begins rolling out from 27 July. An extended roll out period and 14 day sign off on any Amazon automated change suggestions applies, to provide a little grace. However, the time to act is now, to keep on top of yet another introduction of AI which is set to bring notable impact with it.