Amazon’s New Title Rules for 2025: What Changes and How to Comply

Amazon has announced stricter rules for product titles, with enforcement starting January 21, 2025. Titles that break the rules can be suppressed, which means they disappear from search until fixed. Many sellers have titles that were fine for years and now need changes.

Here is what the new rules say and how to fix your titles quickly.

The new title rules

• 200 characters maximum, including spaces. Some categories have shorter limits.
• No banned special characters, such as ! $ ? _ { } ^ ¬ ¦, unless they are part of your brand name.
• No word repeated more than twice. Short words like “and”, “the”, “for”, “with” and similar do not count toward this.

Amazon’s style guides also continue to ban promotional phrases like “best seller” or “free shipping”, and subjective claims.

Why Amazon is doing this

Amazon says shoppers prefer shorter, clearer titles. Keyword stuffed titles are hard to read, especially on mobile. With AI tools like Rufus reading listings too, clean, specific titles help everyone understand the product.

How to audit your titles

1. Download a report of all your active listings with titles.
2. In a spreadsheet, check the length of every title.
3. Search for banned characters.
4. Check for words used three or more times.
5. Flag every title that breaks a rule.

Start with your best sellers. A suppressed best seller costs the most.

How to rewrite a title

A simple structure works for most products:

Brand + product type + key feature + size or quantity + main use

Before: “Water Bottle Insulated Water Bottle Stainless Steel Water Bottle 32oz Leak Proof!! Best Water Bottle for Gym, Hiking, Sports”

After: “Northpeak Insulated Stainless Steel Water Bottle, 32 oz, Leak Proof Lid, Keeps Drinks Cold 24 Hours, for Gym and Hiking”

The second title is shorter, easier to read and still includes the important keywords. “Water bottle” appears once instead of four times.

Where the removed keywords go

If you trim keywords from the title, move important ones into:

• Bullet points, written naturally.
• Backend search terms, for synonyms and extra terms.
• Product attributes, which help search and filters.

Check results after changes

Title changes can affect rank and click-through rate. Watch impressions, clicks and conversion for a few weeks after updating. If you have Brand Registry, test new titles on big sellers with Manage Your Experiments.

The bottom line

Amazon’s 2025 title rules push sellers toward shorter, cleaner titles. Audit your catalog now, fix the best sellers first and move trimmed keywords to bullets and backend fields. If you want help updating titles across your catalog, see our listings and A+ content service or request a free audit.

FAQs

What is the Amazon title limit in 2025?

Most categories allow up to 200 characters including spaces. Some categories have shorter limits.

Which characters are banned in Amazon titles?

Characters such as ! $ ? _ { } ^ ¬ ¦ are not allowed unless they are part of your brand name.

Can I repeat a keyword in my Amazon title?

A word can appear at most twice. Short words like articles and prepositions are not counted.