Item Highlights - Amazon Glossary

Amazon introduced Item Highlights alongside its 75-character product title rule, which takes effect on July 27, 2026, in every category except media (books, music, and video). Titles in most categories used to run to around 200 characters, and trimming them to 75 left a gap - Item Highlights is where roughly half of that room moved. Seventy-five characters in the title plus 125 in the highlight puts a seller back near the 200 they had before, now split into two fields with separate jobs. The field sits directly beneath Item Name in the Seller Central Listing Editor.

How It Works:

• Placed directly under Item Name.

• 125 characters, spaces included, for materials, use cases, and the comparison points shoppers weigh between similar products.

• The field only displays when the item name is 75 characters or fewer.

• Amazon's field guidance asks for benefit-driven phrases rather than full sentences, and says not to repeat anything already in the item name.

• The content is searchable and shows alongside the title on search and detail pages.

What it is not: Item Highlights is not the five bullet points, not backend search terms, and not a second title. It is a separate, visible surface - using it as overflow for the title just creates a redundant listing.

Why It Matters: The title carries more ranking weight than any other text on the page, so cutting it drops keywords that may have held positions for months. Item Highlights gives the strongest of those terms a visible, indexed home instead of burying them in backend fields.