Amazon cut product titles to 75 characters — what Handmade sellers need to know
Amazon changed a rule that had stood for years: as of 27 July 2026, product titles in every category except Media (books, music, video) are capped at 75 characters, including spaces — down from the roughly 200-character limit sellers were used to. This applies to Amazon Handmade listings too. Titles still over the limit get rewritten by Amazon's own AI on its own schedule, though brand owners get a 14-day window to review and adjust the AI's rewrite before it goes live.
Why this actually matters for handmade sellers
A 200-character title had room for a real product name plus half a dozen descriptive keyword phrases stacked on afterward. At 75 characters, that approach breaks — there's roughly enough room for the product itself, one or two key attributes (material, size, use), and nothing more. Titles built the old way will get algorithmically rewritten, which means losing control over exactly how a listing reads to a buyer.
The new Item Highlights field
Amazon didn't just cut space — it added a new Item Highlights field alongside the shortened title: up to 125 additional characters for details like materials, recommended use, or comparison points. It's searchable and displays next to the title in results and on the product page — but only once the title itself is under 75 characters. Skipping the title cleanup means missing out on this extra searchable space too.
Selling requirements, for context
Amazon Handmade itself has no application fee, and approved sellers get the standard $39.99/month Professional plan fee waived from the second month on. Amazon charges a 15% referral fee only on actual sales — no listing fees. To qualify, items must be made, hand-altered, or hand-assembled by the seller (or a team of 20 or fewer) using hand tools and light machinery; approval typically takes about two weeks.
How Craftale handles this
Craftale generates Amazon Handmade titles within the new 75-character limit automatically — the product's own generation rules were updated the same day this was verified, so titles it writes for Amazon won't hit the truncate-and-rewrite problem the old 200-character assumption would have caused.
Amazon's listing rules change without much notice — this reflects the 75-character rule verified live as of 2026-08-10 (effective 2026-07-27), plus Amazon Handmade's published fee/eligibility terms as of the same date. Check Seller Central directly before relying on an exact figure for something beyond day-to-day listing work.