Amazon title checker: the 75-character limit

The first two are printed on Amazon's Seller Central help. The third is the margin Sellura writes to, and it is ours.

Title characters, spaces included

75

Amazon's cap for every product type except media. Over it, a title may be rewritten or drop out of search.

Item highlights characters

125

A second field shown under the title in search results and on the product page, for the detail that no longer fits.

Sellura's target

70

Ours, not Amazon's: a few characters of headroom under a cap Amazon enforces by correcting titles.

Every character counts, spaces and punctuation included, so "32 oz" costs five. Amazon gives the reason itself: 75 or fewer characters is required because mobile screens truncate long titles. A title written before July 2026, when most categories still allowed 200, is the usual reason a listing is over the cap now.

Over the cap, Amazon does not wait for you. Its title page says a listed title that breaks the requirements might be automatically corrected or might not appear in search results, and brand owners can review those changes in Review listing changes. After you fix a title, allow 24 to 48 hours before the new one shows in search and on the product page.

Amazon listing SEO: the title, the bullets and the search terms · Every marketplace's title limit on one page

Amazon prints the word order: brand name, flavor or style, product type, key attribute, color, size or pack count, model number. Its own example, "Amazon Fresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce", is 69 characters. A product with no brand gets "generic" in the Brand name field and no brand in the title. What does not fit goes into item highlights: 125 more characters, written as comma-separated phrases rather than sentences.

None of the other marketplaces Sellura writes for works this way. eBay gives you 80 characters and no second field, Etsy allows 140, and Walmart's product name runs to 150, brand first too, with nothing under it. Amazon Handmade shares the 75 and the 125, but there the brand is Generic unless it is approved in Brand Registry, and Amazon recommends 60 characters or less with the word Handmade or Handcrafted in the title.

Amazon Handmade's own title and brand rules · Amazon Handmade vs a regular Amazon seller account

It runs in your browser, so nothing you paste is sent anywhere and there is no limit on how often you use it. What it reports, in order:

• Length against Amazon's 75, counted the way Amazon counts, spaces included.
• The first 40 characters, the part a phone shows first. The brand and the product type belong inside them.
• Amazon's banned characters: ! $ ? _ { } ^ ¬ ¦.
• Promotional and subjective wording such as "best seller" or "free shipping", and words in all caps.
• Repeated words. The checker flags a word the second time it appears, which is stricter than Amazon's rule of at most twice: under 75 characters a repeat is rarely worth its space.
• What it does not check: whether each word is capitalized, whether the brand comes first, and whether ~ # < > * are used only as identifiers or measurements. Read those against the next section yourself.

How Sellura's 0–100 score is calculated

Amazon's title page sorts characters and words into three groups. Most titles that get corrected break the first one.

• Banned outright: ! $ ? _ { } ^ ¬ ¦, promotional phrases ("free shipping", "100% quality guaranteed"), subjective ones ("Hot Item", "Best seller"), restricted phrases such as "FSA/HSA eligible", and all caps.
• Allowed only as identifiers or measurements: ~ # < > *, as in "Style #4301" or "<10 lb". Decorative use, such as << Size >>, is not allowed.
• Punctuation where it is needed: hyphens, forward slashes, commas, ampersands and periods.
• Numerals, not words: "2-Pack", not "Two-Pack". Measurements may be abbreviated: cm, oz, in, kg.
• Capitalize the first letter of each word except prepositions, conjunctions and articles. A brand name with special characters goes in the Brand name field, which is exempt.
• Variations: size and color go in each child ASIN's title, not the parent's, and the product page shows the parent's title.

Cutting a title from 120 characters to 75 rarely loses a word a buyer needs, because Amazon gives each of them another field. Item highlights carry details such as materials or recommended uses, shown below the title. Bullet points carry features and benefits, at least three of them. The search terms field carries synonyms and alternate names that shoppers type but the title does not need to show.

Amazon's own example: instead of a charger title that lists every compatible model, put "USB-C, PPS Support, Cable not included" in item highlights. Keep each fact in one field only, because Amazon asks sellers to minimize duplication between the bullets, the title and the description.

Amazon product description: the HTML and length rules · Write the whole Amazon listing, score free

This page checks one title. It doesn't write it, and it sees nothing about how a listing performs: Sellura has no access to your sales, your sessions or your position in Amazon search, so it never reports them.

• Free here: the length against 75, the phone lead, banned characters, promo wording, all caps and repeats.
• In the generator: choose Amazon and Sellura writes the title brand first under 75, item highlights under 125, five bullet points in Amazon's header-and-colon format, the search terms and a plain-text description, all budgeted against each other.
• Every generation comes back with a 0–100 score that is deterministic: the same listing always gets the same number, and each weak factor comes with one concrete fix. The score and the title preview are free and need no card.
• A credit unlocks one finished listing. Starter is $15 a month for 25 credits and Pro $24 a month for 65 plus bulk, or $150 and $240 a year.
• Sellura doesn't post to Amazon, track rank, run ads or keep a keyword research database, and it is not affiliated with Amazon.

Write the whole Amazon listing · Grade a live Amazon listing from its link

Two titles for the same insulated bottle, pasted into the checker above. The bar is Amazon's 75 and the tick sits at 40, roughly what a phone shows first. Trailpeak is an example brand.

The second title is not the only correct one. It is one that Amazon's rules accept and the checker passes, with every cut word moved to a field built to hold it.