News
Refined rules regarding titles and new repair-related obligations
4 Aug 2026
Last updated: 04.08.2026
Amazon has clarified the rules regarding Item name and Item highlights, and has implemented changes resulting from the EU Right to Repair directive. The first update affects how information is presented in listings. The second changes how complaints regarding defective products are handled.
Both areas require checking processes on the seller's side.
Table of Contents:
200 characters remain, but their division is changing
Will a shorter Item name affect product visibility?
Amazon has started recommending changes
The Right to Repair is changing after-sales service
What information should the seller fill in?
What does this mean for your business?
FAQ - Frequently Asked Questions
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200 characters remain, but their division is changing
In June 2026, Amazon announced new rules for creating titles and the Item highlights feature. Since then, sellers have updated over 984 million product titles.
The total information limit remains at 200 characters, but is divided into two fields:
Item name - maximum 75 characters
Item highlights - maximum 125 characters
Amazon recommends leaving the brand name and the most important variant features in the Item name. The remaining information that helps the buyer recognise the product can be moved to Item highlights.
From 10 August 2026, Item highlights will be displayed directly below the Item name on both desktop and mobile devices. The number of visible characters may vary depending on screen size and device settings.
Will a shorter Item name affect product visibility?
According to Amazon, the change does not affect product search or discovery.
Item name and Item highlights are considered in searches, and neither of these fields receives a higher priority. This means that moving some information from the Item name to Item highlights should not, in itself, limit the visibility of the offer.
However, this does not release brands from a thought-out content division. The first 75 characters are still responsible for quick product recognition by the buyer, especially on mobile devices.
Preparing and developing listings is one of the elements of sales management services on Amazon for manufacturers, especially for brands developing their own product catalogue.
Amazon has started recommending changes
On 27 July 2026, Amazon began preparing recommendations for listings that do not comply with the new rules. The process is set to continue throughout 2026.
Offers remain active, editable and visible in the search engine, even if they have not yet been adapted. For brand owners, AI-generated suggestions will go to Review Listings Changes.
The brand will receive 14 days to:
review recommendations
introduce their own corrections
approve changes
The listing can also be edited manually via Manage All Inventory or List Your Products.
With a larger number of products, it is worth using the Category Listings Report. The report contains the Item name and Item highlights fields, which can be modified in the spreadsheet and then submitted via List Your Products. Amazon reports that the update is typically visible within eight hours.
The Right to Repair is changing after-sales service
The second update concerns orders placed from 31 July 2026 in Amazon stores within the European Union.
The change stems from the Right to Repair directive 2024/1799, which modifies the existing rules of liability for goods not in conformity with the contract.
Before choosing a solution, the buyer should receive information that they can opt for:
product repair
product replacement
If the buyer chooses repair, and it is carried out, the protection period will be extended by a further 12 months.
What information should the seller fill in?
Amazon recommended updating return and refund information by 31 July 2026. If the data has not been filled in yet, it is worth doing so immediately.
Path in Seller Central:
Settings > Your Info & Policies > Returns & Refunds
Here, describe how the customer can contact the seller regarding product repair or replacement. The information will be automatically published on the seller's page.
Response time is also essential. If the seller does not respond to a repair request within a reasonable timeframe, Amazon Customer Service may refund the customer on their behalf.
What does this mean for your business?
It is worth checking four areas:
Whether Item name and Item highlights comply with the new limits
Whether the most important product and variant features remain visible in the first 75 characters
Whether someone regularly checks recommendations in Review Listings Changes
Whether the return policy describes how to request repair and replacement and points to the person responsible for a quick response
The new rules increase the importance of two processes: content management and after-sales service. A lack of control over the first may lead to automatic changes in listings. A lack of an efficient repair process may result in a refund carried out by Amazon Customer Service.
Regular control of content, offer compliance and changes in Seller Central is part of comprehensive sales management on Amazon, which helps limit the risk of costly operational errors.
FAQ - Frequently Asked Questions
Do the new Item name and Item highlights limits affect product ranking in search results?
According to Amazon, no. Both Item name and Item highlights are considered during product searches and neither of these fields receives a higher priority. The change primarily concerns how information is presented in the offer.
Will Amazon automatically change the content of my listings?
Amazon prepares recommendations for offers that do not comply with the new rules. For brand owners, AI-generated proposals for changes go to Review Listings Changes, where they can be checked, accepted or replaced with your own corrections.
How much time does the seller have to approve AI recommendations?
After receiving proposals for changes, the brand has 14 days to review them, introduce their own corrections or approve the recommendations prepared by Amazon.
Is it possible to edit Item name and Item highlights independently?
Yes. The listing can be edited directly in Manage All Inventory or List Your Products. For a larger number of products, Amazon recommends using the Category Listings Report, which enables bulk data updates.
Who do the changes related to the Right to Repair apply to?
The new rules apply to orders placed from 31 July 2026 in Amazon stores within the European Union. The change stems from the implementation of the EU Right to Repair directive.
What information should the seller fill in Seller Central?
The seller should describe how to contact them regarding product repair or replacement in the section Settings → Your Info & Policies → Returns & Refunds. This information will be published on the seller's page.
What can happen if the seller does not respond to a repair request?
The article indicates that in the absence of a response within a reasonable timeframe, Amazon Customer Service may refund the customer on behalf of the seller.
What areas is it worth checking after the introduction of the new rules?
In the first instance, it is worth verifying compliance of the Item name and Item highlights fields with the new limits, regularly checking recommendations in Review Listings Changes, and ensuring that the return policy describes how to request product repairs and replacements, as well as pointing to the person responsible for prompt request handling.
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