Amazon product titles have a standard limit of 200 characters (125 for apparel categories). A major policy update on January 21, 2025 introduced new rules: the same word cannot appear more than twice in a title, and certain characters are now banned (!, $, ?, _, {, }, ^, ~, |). Sellers have a 14-day compliance window for existing listings. Backend search terms are limited to 250 bytes.

This guide covers Amazon title limits, the January 2025 policy changes, and optimization strategies for 2026.

Amazon Character Limits Overview

Product Listing Limits

January 2025 Policy Update

Effective January 21, 2025:

Title Limits by Category

Always verify: Amazon updates category-specific rules periodically.

Mobile vs. Desktop Display

Mobile Truncation

Critical insight: Mobile shows only ~80 characters

What this means:

• Most shoppers browse mobile
• First 80 characters must communicate essentials
• Brand + key product identifier first

Desktop Display

Full view: Shows 200+ characters typically Search results: May truncate around 115-150 characters Product page: Full title visible

Optimization Strategy

[First 80 chars: Brand + Product + Key Attribute]
[Chars 81-150: Additional features, size, quantity]
[Chars 151-200: Secondary keywords, compatibility]

Amazon Title Formula

Recommended Structure

Standard format:

[Brand] [Product Name] [Key Feature] [Size/Quantity] [Color/Variant]

Example (145 chars): “Anker PowerCore 10000 Portable Charger - Ultra Compact Power Bank with High-Speed Charging for iPhone, Samsung Galaxy - Black”

What to Include

Essential elements (in order):

1. Brand name
2. Product line/name
3. Key differentiating feature
4. Size, quantity, or count
5. Color or variant
6. Compatibility (if relevant)

What to Avoid

Amazon prohibits (updated January 2025):

• Promotional language (“Sale,” “Free Shipping”)
• ALL CAPS (unless brand name)
• Banned characters: !, $, ?, _, {, }, ^, ~, |
• Special characters (stars, hearts, etc.)
• Same word more than twice (NEW as of Jan 21, 2025)
• Subjective claims (“Best,” “#1”)
• HTML code

What hurts rankings:

• Keyword stuffing
• Word repetition (now policy violation)
• Irrelevant keywords
• Misleading information

Keyword Optimization

Amazon A9 Algorithm

How titles affect search:

• Title is the most important ranking factor
• Keywords in title weighted heavily
• Match to customer search queries
• Front-loaded keywords stronger

Keyword Placement Strategy

Priority order:

1. Primary keyword in first 80 characters
2. Secondary keywords in middle section
3. Long-tail variations toward end

Keyword Research

Finding keywords:

• Amazon search suggestions
• Competitor titles
• Amazon Brand Analytics (if registered)
• Third-party tools (Helium 10, Jungle Scout)

Bullet Points (200-250 Characters Each)

Best Practices

Structure:

[FEATURE IN CAPS] - Description with benefit

Example: “LONG-LASTING BATTERY - 10,000mAh capacity provides 2+ full charges for iPhone 15 or 1.5 charges for Samsung Galaxy S24”

What to Include

Bullet 1: Most important benefit/feature Bullet 2: Key differentiator Bullet 3: Technical specs Bullet 4: Use cases/compatibility Bullet 5: Guarantee or trust signal

Product Description (2,000 Characters)

When Description Matters

Indexed for search: Yes, but less weight than title Customer reading: Often skipped A+ Content: Overrides standard description for Brand Registry

Description Strategy

Without A+ Content:

• Expand on bullet points
• Include additional keywords
• Tell brand story briefly

With A+ Content:

• Visual modules more impactful
• Description less important
• Focus design effort on A+

Backend Search Terms (250 Bytes)

Understanding Bytes vs. Characters

250 bytes ≈ 250 characters (for standard English) Special characters: May use more bytes

Best Practices

Include:

• Keywords NOT in title
• Synonyms
• Misspellings (common ones)
• Spanish translations (for US market)

Exclude:

• Keywords already in title (redundant)
• Brand names of competitors
• Subjective terms

Format: No commas needed—space-separated words

Category-Specific Guidance

Electronics

Focus: Model numbers, compatibility, specs Example: Include device compatibility in title

Clothing

Focus: Size, fit, occasion Limit: Often 150 characters

Health & Beauty

Focus: Benefits, quantity, usage Caution: Avoid medical claims

Home & Kitchen

Focus: Size, material, quantity Include: Measurements when relevant

Common Title Mistakes

Too Long

Problem: Keyword stuffing to 200 characters Impact: Unreadable, potentially penalized

Too Short

Problem: Missing important keywords/features Impact: Lower search visibility

Wrong Order

Problem: Brand name buried, features first Impact: Doesn’t follow Amazon style guide

Prohibited Content

Problem: “Best Seller” or promotional language Impact: Listing suppression risk

Frequently Asked Questions

What’s the exact character limit for Amazon titles?

200 characters for most categories, 125 for apparel. As of January 21, 2025, the same word cannot appear more than twice, and characters !, $, ?, _, {, }, ^, ~, | are banned.

Do spaces count toward Amazon character limits?

Yes, spaces count as characters in Amazon listings.

How many characters show on mobile?

Approximately 80 characters are visible in mobile search results before truncation.

Should I use all 200 characters?

Only if all content is valuable and relevant. Keyword stuffing hurts more than helps.

Can I use special characters in titles?

As of January 2025, these characters are banned: !, $, ?, _, {, }, ^, ~, |. Hyphens and basic punctuation (periods, commas) are OK. Avoid decorative symbols.

How often should I update my titles?

Update when keywords shift or competition changes. Major updates quarterly; minor tweaks as needed.

Key Takeaways

• Standard title limit: 200 characters (125 for apparel)
• January 2025 update: Same word cannot appear more than twice
• Banned characters: !, $, ?, _, {, }, ^, ~, |
• 14-day compliance window for existing listings
• Mobile display: Only ~80 characters visible
• Bullet points: 200-250 characters each, 5 total
• Backend search terms: 250 bytes

Conclusion

Amazon title optimization in 2026 requires following the January 21, 2025 policy update: the same word cannot appear more than twice, and certain characters (!, $, ?, _, {, }, ^, ~, |) are now banned. Front-load your most important information in the first 80 characters for mobile shoppers, include your primary keyword early, and ensure compliance to avoid suppression. The 200-character limit (125 for apparel) is a ceiling, not a target—use only what adds value. Try our free letter counter → to verify your Amazon titles fit within category limits before publishing.