Reselling News: Amazon Caps Product Titles at 75 Characters and Sweetens the FBA New Selection Program

Two Amazon changes this week both land on the same nerve. One touches how your listing shows up in search. The other touches what it costs to launch a new product. If you sell on Amazon, both change what you should do this week. If you sell anywhere else, the first one still holds a lesson worth taking with you.

Amazon caps titles at 75 characters starting July 27

As of July 27, Amazon is limiting product titles to 75 characters, including spaces, in every category except Media. The rollout is gradual rather than flipping every listing at once, and Amazon has said it will continue through the end of 2026. You can read the breakdown of the change and the new field at SalesDuo.

Here is the part that matters. If you leave a title over 75 characters, Amazon may rewrite it for you with an AI-generated title, and it can generate the new Item Highlights field too. Brand-registered owners get up to 14 days to review and approve those suggestions. Everyone else does not get that window. When Amazon rewrites the title, you can lose control of keyword order and how your variations read.

There is an upside buried in the same update. Amazon added an Item Highlights field of up to 125 characters for materials and use cases. It is searchable, it shows up right below or near the title, and it only appears once your title is at or under 75 characters. So a tight title plus filled-in highlights gives you 200 searchable characters instead of one long title that gets cut off on a phone anyway.

What to do: shorten your own titles before Amazon does it for you. Lead with the words a buyer actually types, brand and product and the one or two specs that matter, then write your own Item Highlights so the AI is not guessing. Even if you never touch Amazon, the lesson carries to eBay, Poshmark, and Mercari. A front-loaded, keyword-first title beats a long one that gets truncated in the feed.

Bigger FBA New Selection credits land July 30

The second change is money. Starting July 30, Amazon is expanding the FBA New Selection Program for branded ASINs, and the new terms are more generous than the old ones. EcomCrew laid out the structure.

For eligible branded ASINs launched between July 30 and October 31, the credits include referral fees capped at 10 percent on the first 100 units and 5 percent on the next 100, free storage, returns, and liquidations on the first 200 units for 120 days, waived low-inventory and surcharge fees on those units, plus 50 dollars in coupon credits and 75 dollars in Vine enrollment credits in the first 60 days. Enrolling takes an Inventory Performance Index of 300 or higher. Current participants get moved over automatically, but after October 31 you have to confirm enrollment to keep the benefits. The credits also do not stack with New Seller Incentives, so if you qualify for both, compare them before you assume.

What to do: if you sell branded products through FBA and you have a new item in the pipeline, timing it into that July 30 to October 31 window is worth real dollars in waived fees. If you are a used-goods or one-off flipper, this one is not for you, and that is fine. Not every headline is your headline.

The takeaway

The title cap is the one to act on today. Trim your Amazon titles to 75 characters and write your own highlights before the AI writes them for you, and carry the keyword-first habit to every platform you list on. The FBA credits are a bonus for the branded sellers among us. Knowing which platform rule is yours to act on, and which to skip, is a skill in itself. We build that judgment piece by piece inside The Income Lab, where the full system lives.