Cut it to 75 characters yourself, or Amazon will.

How to use the two fields together

The 200-character budget did not disappear — it split. 75 characters for the title, 125 for Item Highlights, which Amazon also indexes. So the job is not deletion, it is triage: brand, core product noun, and the one or two attributes a shopper searches on stay in the title; sizes, counts, compatibility lists, materials, and colour variants move to Highlights. What you should not do is leave the title long and let Amazon's automated rewrite choose for you, because it will optimise for Amazon's read of the catalogue rather than for the keywords you are trying to rank on.

Counts here are plain character counts including spaces, matching how the limit is stated. This tool checks length and common style patterns; it is not a substitute for your category's style guide in Seller Central.

WAYAMZ benchmark · 2026-09-01

One in four top listings is still over the line — and almost none of them are close to it

We counted the title of every one of the 3,000 highest-revenue active US listings across six categories. 26.1% are still longer than 75 characters. The interesting part is where the rest of them sit: only 1.4%of the whole sample lands in the 76–100 band. The listings still over the limit have a median length of161 characters, and 59% of them are still above 150.

So the rewrite is not a gradual trim applied catalogue-wide. It is binary and per-listing: a title has either been processed — the compliant half has a median of 70 characters, comfortably inside the limit — or it has not been touched at all. If yours is still long, you have not been reached yet, and the choice of which words survive is still yours. That is the whole window.

The spread between categories is the part worth planning around: Home & Kitchen is effectively finished at 2.8% non-compliant, while Tools & Home Improvement is still at 42.8% — a fifteenfold difference under one policy with one deadline. Rollout order, not the rule, is what decides how much time a given catalogue has left.

Method. Sample: the 500 highest-monthly-revenue active listings per category on Amazon US, each with at least 300 units of monthly sales (3,000 listings total), retrieved from the Helium 10 Product Research catalogue index, current through 2026-08-31. Lengths are plain character counts including spaces. Top-revenue listings are not a random sample of the catalogue — they are the segment most likely to have been processed first, so the true non-compliance rate across all listings is probably higher than the figures above. Free to reuse with attribution to WAYAMZ and a link to this page.