In June 2026, we announced an update to the title guidelines and a new Item highlights feature to help you show your product name (Item name) and your product highlights (Item highlights) seamlessly. Since then, you’ve updated more than 984 million product titles.

Below are some answers to some of the common questions we’ve received about this update:

• How does this update affect search discoverability of my products in Amazon’s stores?

  Your search and discoverability are unchanged. Item name and Item highlights are both inputs for search, and one isn’t prioritised over the other.

• Do I have to update my listings before Amazon recommends changes?

  No. You can update your listings at any time. On 27 July 2026, we began making recommendations, using your existing product titles, on non-compliant listings. These changes will take place throughout 2026 and your listings will remain active, editable and searchable, even if they haven't been updated yet. Brand owners will have 14 days before these changes are implemented to review, modify and approve AI-generated in Review Listings Changes. If you disagree with the updates that we’ve made or recommended, you can update your listings at any time in Manage All Inventory or by using the List Your Products tool.

• Will the mobile and desktop display of the title and Item highlights be the same?

  Yes, effective 10 August 2026, Item highlights will display beneath the Item name across desktop and mobile. The number of characters that are visible on screen may vary, depending on screen size or pre-configured display settings.

• Can I update my listings in bulk?

  Yes. You can download the Category Listings report, which will be pre-populated with any product information that you’ve provided. The Item highlights field will appear next to the Item name in the report. You can update both fields in the spreadsheet, save it and then upload it to the List Your Products tool. Listings are typically updated within eight hours.

• Where do I put my brand name or other key product details?

  With this update, you’ll still have 200 characters to list your important product information; those characters will be split between Item name (75 characters) and Item highlights (125 characters). Based on our best practices, we recommend that you keep your brand name in the Item name. All other important details can be distributed across both fields.

• Should I add variating attributes in Item name or in Item highlights?

  We recommend that you include the most important variating attributes in the Item name. If the 75-character limit prevents you from including all attributes in the Item name, you can retain the most important attributes there and move the others to Item highlights.

Thank you for your partnership and for helping ensure that customers have the information they need to purchase your products with confidence.

To simplify how brands manage selling roles, Brand Registry Administrators will use Account IDs instead of Merchant Tokens, effective 29 July 2026. A selling role gives you access to brand selling benefits that can enhance your product listings and drive sales, like A+ Content, Stores and Vine.

Here’s what you need to know:

• This change affects you if you are a Brand Registry Administrator, have a selling role assigned, or want a selling role to access brand selling benefits.
• Brand Registry Administrators will use the Account ID to assign or modify selling roles.
• Account IDs provide a single, worldwide identifier so brand Administrators don’t have to manage multiple Merchant Tokens.

Account Owners: To find your Account ID:

1. Click the gear icon at the top of the page.
2. Select Settings.
3. Select Manage Accounts.

To find your Account Owner:

1. Go to User Permissions.
2. Check for the user displayed as "Owner" under "Account Role".
3. If User Permissions isn't available, contact your Seller Central account Administrator and request access.

For more information, go to Brand Registry selling roles.