What Does an Amazon Product Listing Include?
An Amazon product listing is the product detail page that customers see when they search for and purchase items on Amazon.com. Each listing is identified by a unique ASIN (Amazon Standard Identification Number) and contains structured information that helps customers understand, compare, and buy the product.
⚠️ Amazon July 27th, 2026 Listing Update: What You Need to Know
Amazon is rolling out significant listing requirement changes effective July 27, 2026. These updates affect titles and introduce a new Item Highlights field across all product categories (except media).
What's changing
1. Product Title — 75-character limit Titles must be 75 characters or fewer (including spaces). Titles that exceed this limit after July 27th will be automatically rewritten by Amazon's AI within 14 days. Brand-registered sellers receive a 14-day review window to approve, modify, or reject Amazon's suggested changes before they go live.
2. Item Highlights — new required field Item Highlights is a new 125-character field for materials, use cases, and differentiating details. This content is searchable and surfaces in search results and on product detail pages alongside the title.
Why Amazon is making these changes
Amazon is enforcing these standards to improve search relevance, create a consistent experience across desktop and mobile, and reduce keyword stuffing and misleading titles that degrade the shopping experience.
What happens if you don't act
If your titles are not updated before July 27th, Amazon will auto-adjust them using its own AI — without optimization for your brand, conversion, or search strategy. You'll have a 14-day window to review changes, but acting proactively keeps you in control.
Field | Requirement |
Title | 75 characters max (including spaces) |
Item Highlights | 125 characters per highlight |
Applies to | All categories except media |
Enforcement date | July 27, 2026 |
Auto-update window | Within 14 days of deadline if non-compliant |
Using Smart Pages for the July 27th, 2026 Update
Smart Pages automates title and Item Highlights generation using your ARI Catalog data, ensuring every listing is compliant and optimized before Amazon's deadline. Here's how to use it:
For existing listings
Open Smart Pages and navigate to the listing you want to update
Click Edit
Click Generate All — or select the option to generate titles and Item Highlights individually
We strongly recommend generating both title and Item Highlights together. Keywords from your existing title that no longer fit within the 75-character limit can be carried into Item Highlights, which is a new field Amazon's search algorithm will now be indexing. Generating both at the same time ensures no keyword coverage is lost.
For new listings
When adding a new product to Smart Pages, compliant titles and Item Highlights are generated automatically by default — no extra steps needed.
Keeping listings fresh
We recommend regenerating your titles and Item Highlights every 60–90 days. Keyword data refreshes over time, and regular updates help maintain and improve content quality as search trends evolve.
Best practices for the July 27th update
Titles — lead with what matters most:
Format: Brand + Product Type + Single Most Important Differentiator
✅
Anker 65W USB-C Charger, 3-Port Compact Fast Charger(52 chars)❌
Anker Ultra Fast Compact 3-Port USB-C Wall Charger 65W GaN Technology for iPhone Samsung Laptop(95 chars — over limit)
Item Highlights — move the details here:
Use for: materials, compatibility, recommended use cases, pack size
✅
Made from 100% BPA-free stainless steel. Compatible with iPhone 15 and USB-C devices.❌ Do not repeat what's already in the title
Smart Pages can handle this automatically. Smart Pages, powered by your ARI Catalog data, generates compliant titles (≤75 chars) and Item Highlights across your entire catalog — so you meet the deadline without manual rewrites. [Learn more →]
Listing Components: Full Breakdown
1. Product Title
The product title is one of the most important elements of an Amazon listing. It appears at the top of the product page and in search results, and as of July 27, 2026, must be 75 characters or fewer.
What to include:
Brand name
Product type (the core noun)
One or two key differentiators (size, color, quantity, model, or variant)
Format:
Brand + Product Type + Key Differentiator(s)
Requirements:
Maximum 75 characters including spaces (effective July 27, 2026)
No ALL CAPS (brand names and acronyms excepted)
No special characters:
! @ # $ % ^ & *No promotional language: "best seller," "free shipping," "sale"
No subjective claims: "amazing," "top-rated"
Best practice examples:
✅ Good | ❌ Avoid |
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2. Item Highlights (New — effective July 27, 2026)
Item Highlights is a new listing field for supporting details that don't fit in the title. Each highlight is limited to 125 characters and is searchable and visible alongside the title in search results and on product detail pages.
What to include:
Materials and construction
Compatibility or device requirements
Use cases and recommended applications
Pack size or quantity details not in the title
Requirements:
125 characters per highlight
Do not repeat content already in the title
Do not use promotional language
Best practice examples:
✅
Made from 18/8 stainless steel. Double-wall vacuum insulation keeps drinks cold 24 hrs, hot 12 hrs.✅
Compatible with iPhone 15, Galaxy S24, and all USB-C laptops. Includes 6-ft braided cable.❌
Best water bottle on the market — buy now while supplies last!
3. Key Product Features (Bullet Points)
This section appears near the top of the listing and highlights the most important benefits of the product. With the introduction of Item Highlights, use bullet points for in-depth feature explanations that go beyond the 125-character highlights.
What to include:
Core features and functional benefits
Material, size, compatibility, or usage details
Care or warranty information
Requirements:
Begin each bullet with a capital letter
Do not end bullets with a period
No promotional claims or pricing references
Typically 5 bullets recommended
Best practice examples:
✅
LEAK-PROOF LID: Flex Cap creates a watertight seal for worry-free carrying in your bag✅
DISHWASHER SAFE: Lid and body are top-rack dishwasher safe for easy cleaning❌
#1 Best Seller!! Buy 2 get 1 free — amazing quality you won't find anywhere else
4. Product Description
The product description provides more detailed information and appears lower on the product detail page. It's best for customers who want in-depth context before purchasing.
What to include:
Expanded product details and use cases
Care or maintenance instructions
Brand story or additional context
Technical specifications not covered in bullets
Requirements:
Plain text only (no HTML for standard sellers)
A+ Content replaces this field for brand-registered sellers
2,000 character limit
Best practice: Write in full sentences and paragraphs. Lead with the primary use case or customer problem the product solves before listing additional details.
5. Product Images
Images are critical for customer decision-making and must comply with Amazon's image standards.
What to include:
Main image: product only on a pure white background (RGB 255, 255, 255)
Additional images: different angles, close-ups, lifestyle/in-use shots, packaging
Requirements:
Minimum 1,000 px on the longest side (1,600+ px recommended for zoom)
JPEG, PNG, GIF, or TIFF format
No watermarks, logos, text, or borders on the main image
Product must fill at least 85% of the image frame
Best practice: Include at least 6 images — main, back, side, close-up of key feature, lifestyle, and packaging or dimensions graphic.
6. Brand and Manufacturer Information
Amazon requires accurate brand and manufacturer details to ensure listing authenticity.
What to include:
Brand name (must match Amazon Brand Registry if enrolled)
Manufacturer name (if different from brand)
Brand-registered sellers have access to A+ Content, Brand Story, and Sponsored Brand placements.
7. Product Identifiers
Product identifiers are used by Amazon to uniquely identify and catalog products.
Common identifiers:
UPC (Universal Product Code)
EAN (European Article Number)
ISBN (for books)
GTIN exemption (if approved by Amazon)
Identifiers are mandatory for most categories unless a GTIN exemption has been granted. Inaccurate identifiers can result in listing suppression.
8. Variations (If Applicable)
If a product comes in multiple options, they are grouped under one parent listing with individual child ASINs for each variant.
Common variation types: Size, Color, Flavor, Pack size, Style
Requirements:
All variations must share the same core product
Each child ASIN must be independently buyable
Variation themes must match Amazon's approved list for the category
Best practice: Keep all variation titles consistent — only the differing attribute (e.g., color or size) should change between child listings.
9. Pricing Information
The listing displays the product's selling price, any active promotions or coupons, and Buy Box status. Buy Box eligibility is based on seller performance metrics, pricing competitiveness, and fulfillment method.
10. Inventory & Fulfillment Information
Fulfillment options:
FBA (Fulfilled by Amazon): Amazon stores, picks, packs, and ships. Prime-eligible by default.
FBM (Fulfilled by Merchant): Seller handles storage and shipping directly.
Listings display stock availability and estimated delivery times based on the fulfillment method and warehouse location.
11. Customer Reviews & Ratings
Once a product is live and generating sales, customer feedback becomes part of the listing.
What displays:
Overall star rating (1–5)
Written reviews
Customer-submitted images and videos
Reviews significantly impact conversion and cannot be solicited or incentivized outside of Amazon's Request a Review program. Ratings are a key factor in Buy Box eligibility and ad performance.
12. Compliance & Category-Specific Attributes
Certain categories require additional information beyond the standard listing fields.
Examples:
Safety warnings (toys, electronics, chemicals)
Ingredients or materials (food, supplements, apparel)
Certifications (FDA, FCC, UL, CE)
Age restrictions or usage disclaimers
Non-compliance with category requirements can result in listing suppression or account-level penalties.