Short version: Amazon publishes the 75-character requirement for sellers. In the Vendor Central account we checked in October 2026, no notice about it had arrived. Among 476 top-10 listings, 73.4% of Amazon-sold (1P) titles are at or under 75 characters. 26.6% run over, against 31.8% for third-party sellers (3P). The gap is in Item Highlights: 16.8% of 1P listings with a compliant title leave the field empty, against 1.8% of 3P.
What applies to sellers, and what we see on the vendor side
Sellers. Amazon's Seller Central help page "Product title requirements and guidelines" (read October 22, 2026) says titles "must not exceed 75 characters, including spaces," for all product types except media. New listings must meet it. Existing over-limit titles "might be automatically corrected or it might not appear in our search results."
Vendors. In the Vendor Central account we checked in October 2026:
- No notice about a 75-character title requirement had arrived.
- Title length is not an item in the Catalog Data Quality (CDQ) score.
- Creating a new ASIN with a title over 75 characters does not block or return an error.
- The Item Highlights field is there.
Some third-party guides say the limit also covers Vendor Central. We found no Amazon page that says so. If your Vendor Central account shows something different, the help page in your own account is the source to follow.
The data: 1P vs 3P titles
We split the 476 listings by who holds the Buy Box. "Sold by Amazon.com" is a 1P listing, stocked by a vendor. A third-party seller in the Buy Box is a 3P listing. One listing showed neither and is left out.
| 1P (sold by Amazon) | 3P (third-party seller) | |
|---|---|---|
| Listings | 154 | 321 |
| Title over 75 characters | 41 (26.6%) | 102 (31.8%) |
| Median title length | 71 | 73 |
| Title 76–100 characters | 8 | 4 |
| Title 101–150 characters | 14 | 19 |
| Title over 150 characters | 19 | 79 |
- 73.4% of top-ranked 1P listings are at or under 75 characters.
- 3P listings that are over the limit are far over it: 79 of 102 run past 150 characters.
- Over-limit 1P titles are spread out: 19 of 41 run past 150.
The gap: Item Highlights
| Item Highlights | 1P | 3P |
|---|---|---|
| 100–125 characters | 74 (48.1%) | 176 (54.8%) |
| 1–99 characters | 20 (13.0%) | 39 (12.1%) |
| None | 60 (39.0%) | 106 (33.0%) |
| Title ≤75 and no Item Highlights | 19 of 113 (16.8%) | 4 of 219 (1.8%) |
| Title over 75 with Item Highlights | 0 of 41 | 0 of 102 |
On the 3P side, a short title almost always comes with Item Highlights. On the 1P side, 19 listings have a compliant title and no Item Highlights, so the 125 characters under the title are unused.
No listing in either group shows Item Highlights with a title over 75 characters. Amazon's seller help page says the field opens once the title is at the limit.
What vendors should do
- Check the titles you already shortened. If the title is 75 characters or fewer and nothing shows under it, fill Item Highlights.
- Write Item Highlights as comma-separated phrases, up to 125 characters: material, size or capacity, compatibility, what is included.
- Decide on long titles on purpose. In the Vendor Central account we checked, a title over 75 characters was accepted at creation. In our data, no over-limit title shows Item Highlights. Count yours with the free title character counter.
- Read the title order guidance in our title optimization guide before you cut.
The full Item Highlights data for all 476 listings is in How 476 Top Listings Use Item Highlights.
How we ran this check
- Listings: the top 10 organic results for 50 amazon.com searches, 5 in each of 10 categories, sponsored results excluded. 476 listings retrieved. The search terms are listed in our Item Highlights study.
- Collected: searches October 22, 2026; product pages October 23, 2026, from public Amazon product pages.
- 1P vs 3P: by the Buy Box seller on the day. Three listings were checked by hand against the live page.
- Limit of this split: the Buy Box seller is not the same as who created the ASIN. A vendor-created ASIN can have a third-party seller in the Buy Box, and the other way round.
- Vendor Central observations: one Vendor Central account, October 2026. Amazon can change what it shows vendors at any time.
See your vendor catalog's titles and Item Highlights in one place
The Listing Standards Check runs 14 mechanical rules on any live listing, including the 75-character title limit. On a connected Vendor Central account, OptimalCentral's vendor suite runs from the Brand plan, with a 14-day free trial.
Start free trial →Frequently asked questions
Does the 75-character title limit apply to Amazon vendors?
Amazon publishes the requirement on a Seller Central help page. In the Vendor Central account we checked in October 2026, no notice about it had arrived, new ASINs with titles over 75 characters were not blocked, and title length was not a Catalog Data Quality item. Some third-party guides say it covers Vendor Central too; we found no Amazon page that says so.
Do vendor titles over 75 characters get blocked?
Not in the Vendor Central account we checked in October 2026: a new ASIN with a title over 75 characters was accepted without an error.
Can vendors add Item Highlights?
Yes. Vendor Central has an Item Highlights field. Among top-10 listings sold by Amazon with titles of 75 characters or fewer, 94 of 113 (83.2%) show Item Highlights.
How many Amazon vendor titles are over 75 characters?
In our check of 476 top-10 listings on October 23, 2026, 41 of 154 listings sold by Amazon (26.6%) had titles over 75 characters, against 102 of 321 third-party listings (31.8%).