Guide · Amazon sellers · Updated 2026-07
Amazon Item Highlights (125 characters)
With the 75-character title rule, Amazon addedItem Highlights — up to 125 searchable characters for details that no longer fit in the title.
Count Item Highlights and title together before you publish.
Open listing character counterWhy Item Highlights matter
Shorter titles display fully on mobile, but sellers still need room for materials, use cases, and comparison details. Item Highlights is the dedicated field for that overflow.Source: Amazon Seller Central announcement on product title updates beginning July 27, 2026 (reviewed 2026-07-29).
Practical writing tips
- Lead with the fact shoppers compare (material, size system, pack contents).
- Avoid stuffing the same phrase already burned in the title.
- Stay at or under 125 characters including spaces.
- Still maintain strong bullets — Item Highlights does not replace About this item.
Count title + Item Highlights together
Use the freeAmazon title character counter so both fields stay within 75 and 125 before you paste into Seller Central.
FAQ
What are Amazon Item Highlights?
Item Highlights is a listing field Amazon introduced with the shorter title rules. It holds up to 125 characters for materials, recommended uses, and other details that help shoppers compare options.
Are Amazon Item Highlights searchable?
Amazon’s announcement states Item Highlights content is searchable and visible with titles in search results and on product detail pages. Treat exact ranking weight as unproven and still put your strongest keywords where they belong in title and bullets.
What is the Amazon Item Highlights character limit?
Up to 125 characters, including spaces. Use the listing character counter’s Item Highlights field to stay under the limit.
What should I put in Item Highlights vs the title?
Keep the title short and clear (brand, product type, must-have attribute). Put supporting specs — materials, pack size nuance, use cases — in Item Highlights so the 75-character title stays readable on mobile.
How do I count Item Highlights characters?
Open the Amazon title character counter on SellTool HQ, keep Marketplace set to Amazon, and paste into the Item Highlights box. Counting runs locally in your browser.
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