Amazon seller guide · UK

Amazon Changed Your Product Title? How to Change It Back

Last updated 22 October 2026

If your Amazon title is suddenly shorter, has lost your brand name or has a new line of text under it that you didn't write, Amazon has probably rewritten it. Since 27 July 2026 Amazon has been replacing titles over 75 characters with an AI-written version. This guide shows how to check what changed, how to put your own title back, and when to ask Seller Support for help.

Why Amazon is rewriting titles

Amazon announced in June 2026 that from 27 July, titles in all categories except media must be 75 characters or fewer, including spaces. It also added Item Highlights, an extra 125 characters for materials and use cases, which Amazon says is searchable and shows below the title in search results and on the product page. Titles still over 75 characters after 27 July are being updated to Amazon's AI recommendation gradually, and Amazon says that process runs through 2026. That's why a title can change weeks or months after the deadline. For the full rule change, see our guide to Amazon's 75-character title limit.

How to tell if Amazon rewrote your title

• • Check the change history. In Manage All Inventory, find the listing and open View Change History. Amazon staff point sellers here to see changes the AI has already applied.
• • See Amazon's suggestion. In Manage All Inventory, choose Edit from the listing's drop-down menu, then View enhancements on the left. Amazon says this shows its AI-recommended title and Item Highlights.
• • Brand owners: look at what's queued. Review Listing Changes lists changes Amazon plans to make to your brand's products before they go live.
• • Compare against your master copy. Check the live title against your Linnworks product, flat file or spreadsheet. A shorter title, a missing brand, or Item Highlights you never wrote are the usual signs.
• • Linnworks sellers: watch for failed revisions. Linnworks says Amazon rejects title revisions over 75 characters sent on or after 27 July 2026. If a revision fails on title length, the title in Linnworks is still too long, and Amazon may already be replacing it with its own version.

Menu names and layouts can differ by account, store and over time. If you can't find an option, search for it in Seller Central Help.

Brand owners: the 14-day Review Listing Changes window

Amazon says brand owners have 14 days before a change is applied to review, edit and approve the AI-generated title and Item Highlights in Review Listing Changes. Amazon also says that suggestions you don't deal with within 14 days are published automatically, so ignoring the queue counts as accepting it.

• • Who can see it: Amazon says the brand must be enrolled in Amazon Brand Registry and you need the Brand Representative selling role for that brand.
• • Can't see it? Brand representatives who are primary users have access. They can give it to other users under User Permissions (Manage Permissions, then Brand Benefits, then Review listing changes).
• • Not the brand owner? The 14-day window isn't for you, but you can still see Amazon's suggested title under View enhancements and update the listing through Manage All Inventory. If you can't edit the title, see the Seller Support section below.
• • Check it regularly. Rewrites are still rolling out, so a quick weekly look at the queue is safer than finding out from a drop in sales.

How to change your Amazon title back

Amazon's FAQ says that if you disagree with a change it made or recommended, you can update the listing at any time through Manage All Inventory or the List Your Products tool. “Back” has a limit, though: if your original title was over 75 characters, it won't be accepted any more. You'll need a new version that fits.

One listing

1. 1

   Find the listing

   Go to Manage All Inventory and search for the SKU or ASIN.

2. 2

   Open the editor

   Choose Edit from the drop-down menu next to the listing.

3. 3

   Look at Amazon’s version

   Open View enhancements to see the AI-recommended title and Item Highlights. It can be a useful starting point.

4. 4

   Write and save your title

   Update the Item name (75 characters or fewer) and Item Highlights (up to 125), then save.

5. 5

   Check the live page

   Come back later and confirm the product page shows your version.

Many listings at once

Amazon points sellers to the Category Listings report for bulk edits. Download it (it comes pre-filled with your product information and has an Item Highlights column next to Item name), edit both columns, then upload the file through List Your Products. Amazon says listings are typically updated within eight hours.

Some sellers have reported errors when saving Item Highlights (for example error 100476, which asks for an Item name of 75 characters or fewer) even after shortening their titles. An Amazon moderator said this may be a temporary limitation and suggested trying again in a few days. If it keeps happening, check the title length, then raise it with Seller Support.

Why the rewrite may have dropped your brand or keywords

Amazon says its AI aims to keep the key product information in the title and move the extra detail into Item Highlights. What the AI treats as “key” may not match the words that actually sell your product, so check these four things:

• • Missing keywords may have moved, not vanished. Look in Item Highlights first. Amazon says Item name and Item Highlights are both used for search, with neither prioritised over the other.
• • A missing brand is worth putting back. Amazon's FAQ recommends keeping your brand name in the Item name. It counts towards the 75 characters.
• • Variation details belong in the title. For variations, Amazon recommends keeping the most important variating attributes in the Item name and moving the rest to Item Highlights. For most products, that means size or colour stays in the title.
• • Check the facts. On Amazon's UK forum, sellers have reported AI suggestions that made titles longer, and one warned that dropping “compatible with” could change what a title claims. Before you approve anything, check the sizes, quantities, model numbers and compatibility wording.

Not sure which words matter most? Our Amazon keyword research tool helps you decide what stays in the title and what moves to Item Highlights.

How to write a compliant replacement title and Item Highlights

• • 75 characters or fewer, spaces included. The brand counts.
• • Brand, then product type, then the one or two details buyers filter on (size, colour, quantity, capacity).
• • No restricted characters: ! $ ? _ { } ^ ¬ ¦ are not allowed unless they're part of the brand name.
• • Don't use any word more than twice. Prepositions, articles and conjunctions don't count.
• • No promotional phrases such as “free shipping” or “100% quality guaranteed”.
• • Item Highlights: up to 125 characters for the details that didn't fit, such as materials, specs and use cases. Don't repeat words already in the title, so you cover more search terms.

Worked example (UK garden product)

Illustrative only. “YourBrand” stands in for your own brand name.

Check your new title before you save it

Paste your replacement below to check the length and rules. It runs in your browser, with no sign-up. For more room, open the free Amazon title checker.

When to open a “Fix a product page” case

Editing the listing yourself is quickest. Open a Seller Support case when:

• • your edit was accepted but the product page still shows Amazon's version a day or more later;
• • you don't control the product page (for example, you resell another brand's product) and the title is wrong;
• • the rewrite added a factual error, such as a wrong size, model or compatibility claim, that you can't fix by editing;
• • you're the brand owner but can't see Review Listing Changes, even with the right permissions.

Sellers commonly report the route as Help, then Contact us, then Products and Inventory, then Product page issue or Fix a product page. The wording varies, so pick the closest match. In the case:

• • give the ASIN, the store (for example amazon.co.uk), the current title and the exact title you want;
• • explain in one or two plain sentences what is wrong and why;
• • attach evidence if you're not the brand owner, such as packaging photos or the manufacturer's product page;
• • keep the case ID. If you take it to the Seller Forums, Amazon's moderators ask for it.

UK and Seller Central Europe notes

• • amazon.co.uk is included. Amazon posted the same 75-character announcement on its UK seller forums, with the same 14-day Review Listing Changes window for brand owners.
• • Check every store you sell in. Don't assume a fix on amazon.co.uk carries over to amazon.de or amazon.fr, so check the title in each store. Germany's Händlerbund, a seller association, reports the same 75-character rule on Amazon's European stores, and says the German Seller Central calls the review tool “Angebotsänderungen überprüfen”.
• • Other languages need their own work. A title that fits in English can run over 75 characters once translated, so check each language version separately. See how to fix poor Amazon EU translations and our native-language Amazon EU listings (Scale plan only).
• • Linnworks sellers. Linnworks says it does not shorten titles automatically and that revisions over 75 characters fail. Item Highlights aren't yet supported through Linnworks, so add them in Seller Central. Linnworks also suggests running Extract Inventory to bring Amazon's updated titles into Linnworks. Remember that this imports Amazon's version. Read our Linnworks guide to 75-character Amazon titles.

Rewrite all affected titles in bulk

Fixing titles one by one is fine for a handful of products. For a whole catalogue, Ecom Wizard has two bulk routes:

• • From a flat file or CSV. Upload your Amazon flat file (.txt), a CSV or an .xlsx export. Ecom Wizard flags every title that breaks the rules and rewrites it to 75 characters or fewer, with an Item Highlight of up to 125 characters. Each rewrite appears under the original, so you can check your brand and key details are where you want them. You then export a CSV of SKU, new title, Item Highlight and original title, ready to copy into your Category Listings report. More on Amazon listings.
• • From Linnworks. The listing-health audit flags Amazon titles over 75 characters on products that have sold recently. Tick up to 25 at a time, then review and edit the rewritten titles and descriptions. Ecom Wizard sends the ones you approve back onto the matching Linnworks product by SKU, ready for you to revise the listing to Amazon from Linnworks. Ecom Wizard can also save Item Highlights on the Linnworks product for reference, but Linnworks can't send them to Amazon yet, so add those in Seller Central. How the Linnworks app works.

Nothing reaches Amazon or Linnworks until you've reviewed it, and each rewrite uses one listing from your allowance.

Frequently asked questions

Sources we checked

• • Amazon (UK seller forums): Updates to improve your product titles begin on July 27
• • Amazon (US seller forums): Answers to your product title update questions
• • Amazon (US seller forums): product title update, including View Change History
• • Amazon (US seller forums): Review Listing Changes and the 14-day auto-publish
• • Amazon (US seller forums): Review Listing Changes access and permissions
• • Amazon (US seller forums): Item Highlights errors during rollout
• • Amazon (UK seller forums): New product title requirements, January 2025
• • Linnworks Help: Amazon listing title character limit changes
• • Händlerbund (German): how Amazon’s new title rule works in Europe

This guide is general information based on Amazon's and Linnworks' published guidance as of 22 October 2026. Amazon is still rolling the change out, so always check Seller Central for the rules that apply to your account, store and category.