Quick Takeaway
In the US store, most non-media Amazon titles must be 75 characters or fewer, use no promotional phrases, skip the characters ! $ ? _ { } ^ ¬ ¦, and repeat a word no more than twice. The main image needs a pure white background (RGB 255, 255, 255), the product filling 85% of the frame, and at least 500 pixels on the longest side.
Key takeaways
- The US title limit for most non-media products is 75 characters, including spaces. Extra details go in item highlights (125 more characters).
- Banned in titles: promotional phrases, subjective claims like “best seller”, the characters ! $ ? _ { } ^ ¬ ¦, and any word used more than twice.
- Order a title as brand, style, product type, key attribute, color, size or pack count, then model number.
- The main image must be pure white, show the whole product once at 85% of the frame, with no text, logos, badges or props.
- Images need 500 to 10,000 pixels on the longest side; use 1,000+ so shoppers can zoom.
Amazon tightened its title rules and now enforces them automatically. A title that breaks them can be rewritten by Amazon or dropped from search results, and a listing without a compliant main image can be pulled from search until you fix it. This guide puts the current US title and image requirements in one place, with examples you can copy. Everything here comes from Amazon’s own Seller Central help pages, checked on October 23, 2026.
Selling on more than one marketplace? Our guide to writing product listings for eBay, Etsy and Amazon compares all three. This article goes deeper on Amazon only.
- Amazon product title
- The Amazon product title is the Item name field in Seller Central: the line of text shoppers see first in search results and at the top of the product page. Amazon requires it to describe the physical product clearly and concisely, and treats “title” and “product name” as the same thing.
What is the character limit for an Amazon product title?
In the US store, titles for all product types except media must not exceed 75 characters, including spaces. Amazon says the limit exists because mobile screens truncate long titles. Some categories have their own style guides, so check yours, but plan for 75 by default.
If 75 characters isn’t enough, Amazon gives you a separate Item highlights field once your title is within the limit. It holds another 125 characters, written as comma-separated phrases rather than sentences, and shows below the title in search results and on the product page. For example: “USB-C, PPS support, cable not included.”
What is not allowed in an Amazon title?
| Rule | What Amazon requires | Example of a violation |
|---|---|---|
| Length | 75 characters or fewer, including spaces (non-media products) | A 190-character title listing every feature |
| Promotional content | No promotional phrases | “Free shipping”, “100% quality guaranteed” |
| Special characters | Never use ! $ ? _ { } ^ ¬ ¦. Use ~ # < > * only as identifiers or measurements | “Beach Coverup << Size Kids XXS >>” |
| Word repetition | No word more than twice (articles, prepositions and conjunctions are exempt; brand names count) | “Baby Boy Outfits Baby Boy Winter Clothes Baby Boy…” |
| Restricted phrases | No restricted phrases | “FSA/HSA eligible” |
| Minimum content | At least enough words to identify the product | “Dress” alone, instead of “Amazon Essentials Dress” |
Amazon’s best-practice list adds more: no subjective words such as “hot item” or “best seller”, no all-caps titles, no decorative symbols like ★, and numerals instead of spelled-out numbers (“2-Pack”, not “Two-Pack”). Normal punctuation is fine: hyphens, forward slashes, commas, ampersands and periods.
Brand names with special characters
If your brand name contains a banned character such as ! or {, put it in the Brand name field, not the title. Amazon says special characters in the brand field are exempt from the title rules. Products without a brand use “generic” in the Brand name field, and no brand in the title.
How should you structure an Amazon title?
Amazon recommends this order, putting the most important information first:
Step 1: Brand
Start with the brand, exactly as it appears in the Brand name field.
Step 2: Flavor or style, then product type
Say what the product is in plain words: “Decaf Colombia Whole Bean Coffee”, “Women’s Fleece Jacket”.
Step 3: Key attribute
The one fact that most changes the buying decision, such as roast, material or capacity.
Step 4: Color, size or pack count
Use numerals and standard abbreviations: “12 Ounce”, “24 x 48 inches”, “2-Pack”.
Step 5: Model number, where your category expects it
Electronics and parts buyers often search by model number. Your category style guide says whether to include it.
| Compliant | Non-compliant | Why |
|---|---|---|
| Amazon Essentials Women’s Fleece Jacket, Black, Medium | Amazon Essentials Super Comfortable Women’s Winter Fleece Jacket with Pockets… Perfect for Cold Weather… | Too long, filler words |
| Levi’s Men’s 501 Original Fit Jeans | Levi’s Men’s Jeans Men’s 501 Original Fit Men’s Denim Jeans | Repeats “Men’s” and “Jeans” |
| Brother Printer, HL-L2350DW Wireless Monochrome | Brother Printer★HL-L2350DW★Wireless Monochrome★BEST SELLER★ | Decorative symbols and a subjective claim |
| Amazon Fresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce | Medium Roast Decaf Coffee 12oz Pack of 3 Colombia Whole Bean Amazon Fresh | Brand and product type not first |
For products with variations, Amazon says to keep size and color out of the parent title and put them only in the child titles: parent “Amazon Essentials T-Shirt”, child “Amazon Essentials T-Shirt, White, Medium”.
Want a head start? Our free Amazon listing generator writes a title, item highlights, five bullet points and a description from your product details, and flags banned characters, repeated words and promotional claims as you edit. It runs in your browser and never asks for your Seller Central login.
What are Amazon’s main image requirements?
Every product needs at least one compliant main image (variant code MAIN). It is the image shown in search results, so it matters most. Amazon’s main image rules:
- Pure white background: RGB 255, 255, 255. Only a limited number of product types may use a lifestyle main image.
- The product fills 85% of the image, with the whole product inside the frame and nothing cut off.
- One view, one unit: show the product once (front only, not front and back), plus only the accessories included in the box.
- Realistic and accurate: a professional-quality photo of the real product, true to its scale, quantity and color. No placeholders.
- No props or extra accessories that don’t come with the product, and no packaging unless it is part of the product (such as a carrying case).
- No mannequins of any kind. Adult clothing is shown on a standing model; clothing accessories and multipacks lie flat.
- Footwear: a single shoe, facing left, at a 45-degree angle.
What size and format should Amazon product images be?
| Specification | Requirement |
|---|---|
| File formats | JPEG (recommended), TIFF, PNG or non-animated GIF |
| Size | At least 500 and at most 10,000 pixels on the longest side |
| Zoom | 1,000+ pixels on the longest side enables zoom (recommended) |
| Resolution | At least 72 dpi |
| Quality | Clear, not pixelated, no jagged edges; don’t enlarge small images |
| Color mode | RGB preferred |
| File name (bulk upload) | Product identifier + variant code + extension, such as B000123456.MAIN.jpg |
Amazon recommends at least six additional images and one video. Additional images use variant codes such as PT01 to PT99 for angles, details and the product in use, and they may show context that the main image can’t. Even so, every image must match the title and must not include customer reviews, star ratings, claims such as “free shipping”, Amazon logos or badges like “Amazon’s Choice” or “Best seller”.
AI-generated people in images
If an image shows photorealistic people who were entirely generated by AI, Amazon asks you to tag the file with the keyword contains-synthetic-performer in its metadata before uploading, so Amazon can add a disclosure where required. Real people edited with AI tools don’t need the tag.
To get a pure white background without a studio, our free background remover cuts out the product and places it on white in your browser. Our guide to removing the background from product photos shows the full workflow.
What happens if a title or image breaks the rules?
- Titles: a non-compliant title on an existing listing may be corrected automatically by Amazon or not appear in search results. You can find policy-violating titles in Manage All Inventory (“Search suppressed and inactive listings”). Brand owners also see them in Review listing changes.
- Images: images that fail the technical requirements can’t be uploaded, and non-compliant images may be removed. If no compliant main image exists, Amazon may temporarily remove the listing from search.
- Fixing it: edit the title or upload a compliant image. Amazon re-checks automatically and lifts the suppression once the listing meets the rules.
Title and item highlight changes are accepted at once but can take 24 to 48 hours to show. Amazon says not to resubmit during that window. A newly selected image can take up to 24 hours to appear.
A pre-upload checklist for every Amazon listing
- Title is 75 characters or fewer and starts with the brand and product type.
- No ! $ ? _ { } ^ ¬ ¦, no decorative symbols, no all caps.
- No word appears more than twice, brand name included.
- No promotional or subjective words: free shipping, sale, best seller, hot item.
- Extra details moved to item highlights (up to 125 characters, comma-separated).
- Main image: pure white, product at 85%, whole product, one unit, no text or props.
- Every image at least 1,000 pixels on the longest side, JPEG, RGB.
- Your category style guide checked for exceptions.
Listing dozens or hundreds of products? Checking every title by hand doesn’t scale. Our AI automation service builds workflows that draft listings from your product data and run these checks before anything reaches Seller Central, with a person approving the final text.
How many characters can an Amazon title have in 2026?
In the US store, titles for non-media product types must be 75 characters or fewer, including spaces. Some categories have their own style guides, so check yours. Extra details can go in the item highlights field, which adds 125 characters.
What are Amazon item highlights?
Item highlights are an extra field of up to 125 characters for details that don’t fit in the title, such as materials or uses. You get it once your title is within the 75-character limit. Write it as comma-separated phrases; it shows below the title in search and on the product page.
Can I use the same word twice in an Amazon title?
Yes, twice at most. A third use breaks the rule. Articles, prepositions and conjunctions such as “the”, “with” and “and” are exempt, but brand names count toward the limit.
Does the Amazon main image have to be pure white?
Yes, for most product types: RGB 255, 255, 255, with the product filling 85% of the frame. Only a limited number of product types may use a lifestyle main image. Additional images can show the product in use.
What is the minimum image size for Amazon?
500 pixels on the longest side is the minimum, and images smaller than that can’t be uploaded. Amazon recommends 1,000 pixels or more so shoppers can zoom. The maximum is 10,000 pixels.
Why is my Amazon listing suppressed?
Common reasons are a title that breaks the rules (length, banned characters, repeated words, promotional words) or a missing compliant main image. Check “Search suppressed and inactive listings” in Manage All Inventory, fix the issue shown, and Amazon re-checks automatically.