Free tool · Amazon listings
Listing Checker
Since 27 July 2026 Amazon titles are capped at 75 characters, and Amazon rewrites the ones that break its rules. Paste a listing and see what it would flag, before Amazon does.
- Amazon's 2026 rules
- Runs in your browser
- No sign-up
0/ 100
Paste a listing to check it.
A simplified search result, not Amazon's layout. Amazon shows item highlights below the title in search results and on the product page.
Beyond the rulesCan an AI shopping assistant read this listing?0 / 10
Amazon's assistant (Rufus, relaunched in the US as Alexa for Shopping in May 2026) answers shoppers' questions from what your listing says. These ten checks are our team's practice, not Amazon rules. Tick what is true for this product.
Want the whole catalogue checked?
This checks one listing against the published rules. In a Profit Audit we look at every listing that carries your sales, and at what the shopper sees before they click.
Rules checked against Amazon Seller Central (UK): Product title requirements and guidelines, Product bullet point requirements and Product image guide, read on 30 September 2026. Amazon can still rewrite or suppress a title for reasons a text check cannot see, such as inaccurate information.
How it works
What changed in 2026, and what the checker tests
Amazon changed the rules for product titles on 27 July 2026. The limit fell from 200 characters to 75, including spaces, and a new field called item highlights took the other 125. Titles that still break the rules can be rewritten by Amazon or kept out of search results. For most brands that means every title in the catalogue needs a second look.
What the checker tests
Must fix items are Amazon requirements or content Amazon says it may remove. Titles: the 75-character limit; the prohibited characters ! $ ? _ { } ^ ¬ ¦; no word more than twice; no promotional phrases. Item highlights: 125 characters, and only once the title is within its limit. Bullets: no emoji, no prohibited symbols such as ™ ® £ or ©, no placeholder text, no ASINs, no guarantee or refund wording, no links or contact details, no restricted claims such as “eco-friendly” or “anti-bacterial”, and no bullet that repeats another.
Should fix items are Amazon’s written guidelines: numerals rather than words in titles, no capitals or symbols for emphasis, no subjective commentary like “Top seller”, highlights written as comma-separated phrases, at least three bullets of 10 to 255 characters, a capital letter at the start and no full stop at the end, and a space between a number and its unit.
Worth considering items are our own practice, such as leading the title with the brand and opening each bullet with a short header. Amazon’s own examples do both.
How to shorten a title without losing search
Keep the brand, the product type and the one attribute a shopper filters on: size, pack count or model. Move materials, uses and secondary features into item highlights and bullets, which Amazon also indexes. Write the highlights as short phrases a shopper can scan: “1 litre, keeps drinks cold 24 hours, fits car cup holders”.
What a text check cannot see
Amazon can still correct a title for inaccurate information, and it reads attributes, images and reviews that no paste box can reach. The second part of the tool is a checklist for exactly that: the parts of a listing an AI shopping assistant uses to decide whether your product answers a shopper’s question.
Questions
About this tool.
What is Amazon's title character limit in 2026?
75 characters, including spaces, for all product types except media. Amazon’s UK help page on product title requirements states the limit, and Amazon announced that titles would be updated from 27 July 2026. Titles already listed that break the rules might be automatically corrected or might not appear in search results.
What are item highlights?
A field of up to 125 characters that Amazon shows below the title in search results and on the product page. It unlocks once your title is 75 characters or fewer. Amazon asks for comma-separated phrases, such as materials or recommended uses, rather than full sentences.
Which characters are not allowed in Amazon titles?
Amazon lists ! $ ? _ { } ^ ¬ and ¦. Symbols such as ~ # < > and * are allowed only in specific contexts, such as a style number or a measurement. If your brand name contains a prohibited character, put it in the Brand name field; the brand field is exempt.
Can I repeat a keyword in my title?
Not more than twice. Amazon’s rule is that a title must not contain the same word more than twice, and brand names count. Prepositions, articles and conjunctions such as “for”, “the” and “and” may repeat.
Does the checker see my live listing?
No. It checks only the text you paste, in your browser, and sends nothing anywhere. It cannot see attributes, images, reviews or suppression reasons in Seller Central, which is why the second part is a checklist you complete yourself.
Is the AI readiness score an Amazon metric?
No. Amazon does not publish how its shopping assistant chooses products. The ten points are our team’s working checklist, built from what the assistant can read on a listing. Treat it as a prompt for what to fix, not as a ranking factor.
The Profit Audit
Want a senior team to read your numbers with you?
One call with Robert Prime and the team. We go through your accounts product by product and show you the changes most likely to add net profit.