Previously, sellers had access to up to 200 characters to design their titles, which often resulted in long texts filled with keywords and product attributes. The background to the shift is an increased focus on the mobile shopping journey where screen space sets clear limits.
Now the titles are focused on 75 characters, this also applies to Sweden and Amazon.se. The purpose is to ensure that product titles are clear to customers, especially in the mobile shopping experience where screen space is limited, Linnéa Forrester, press contact for Amazon in Sweden, tells Ehandel.se.
New Section Replaces Lost Space
To compensate for the shorter titles, Amazon is introducing the Item Highlights feature. This section is allocated the remaining 125 characters and is intended for material specifications, areas of use and other product details. The content of Item Highlights will continue to be searchable and will be displayed along with the titles in search results and on product pages.
The e-commerce giant has also developed AI tools to facilitate the transition.
We have also built AI-powered tools that generate recommended product titles and Item Highlights, so that sellers can review and accept suggestions with a single click, continues Linnéa Forrester.
After July 27, titles that exceed 75 characters will be updated automatically with AI recommendations in a gradual manner. Brand owners then have 14 days to review, modify or approve the changes before they finally take effect on the product page.
Reactions Among Sellers
The change has sparked discussion in various seller forums, where several players point out that the transition involves extensive administrative work rather than just a copy text adjustment. Especially sellers with hundreds of stocked items express concern about losing important keywords or suffering inaccuracies in product variants if they rely solely on Amazon's automated AI tools.
Among sellers, it is recommended to treat the change as a larger database project rather than a last-minute task. Several plan to export their listings to spreadsheets to manually check the character count, move information to the new Item Highlights section and ensure that conversion-driving keywords are retained, instead of handing over the entire process to the platform's AI system.