Seventy-five characters. Where did the rest go?

The cap is seventy-five characters including spaces, in every category except Media, and it took effect on 27 July 2026 — so most listings written before that date are over it. What happens next is not a clean cut you would have chosen. The rewrite fits seventy-five and, more usefully, relocates the search terms that no longer fit into the 125-character Item Highlights field rather than deleting them, which is the difference between a shorter title and a lost one.

Both sit on the prohibited-claims list alongside top rated, guaranteed, clinically proven and their relatives, and the same rules bar the punctuation people reach for instead: exclamation marks, currency symbols and question marks, braces and carets outside a brand name. A separate rule stops a word being repeated more than twice in a title, which catches most keyword stuffing. All of it gets flagged. None of it is worth the risk on a platform where enforcement is a suppressed listing rather than a warning.

Only where the higher price is one you genuinely charged. Reference pricing in the UK is governed by the Digital Markets, Competition and Consumers Act 2024 — the older Consumer Protection from Unfair Trading Regulations 2008 were repealed on 6 April 2025, so citing them is now citing the wrong law. It will not write a was price you have not evidenced, and it flags one already sitting in your copy. This is the item on the list with a regulator behind it rather than a platform.

It is the most common shape and the least useful one. There are exactly five, and they are the block a buyer reads before deciding whether to scroll; five slogans give them nothing to decide on. What belongs there is specification — dimensions, materials, compatibility, what is in the box, how it is powered, what it fits. The description then has a job other than repeating the bullets, which is the next failure down the list.

It is safe and it is wasted. The visible title and bullets are already indexed, so a backend field restating them buys nothing at all, and that field is measured in bytes rather than characters. What belongs there is the vocabulary that cannot go at the front of a listing: the misspellings, the superseded model names, the words your buyers use that you would never put in a title. The report names what your visible copy already covers, so you stop paying for it twice.

If you sell toys, electricals or anything with a battery in it, missing required safety wording is a listed failure and a common reason a listing never goes live. It will not write a certification, a CE or UKCA mark, or any safety claim you have not supplied — each comes back as a gap naming what to provide. The line it holds is between wording your product legitimately carries and wording that would be a claim you cannot evidence, and it will not let the second impersonate the first.

Sizes and colours of the same product, yes: that is what a variation family is for. Different products grouped together to concentrate reviews on one listing is a listed failure and one Amazon acts on, because the reviews stop describing the item the buyer is looking at. It will flag a family doing that. A missing required category attribute gets named too, since that is the usual reason a listing never goes live in the first place.