Amazon Listing Requirements & Character Limits
Free · no accountCheck your listing copy against Amazon's rules.
Amazon's listing requirements and character limits for the title, Item Highlights, bullet points and description, with a free checker: paste your copy and see every rule it breaks as you type.
Example resultPaste your copy and it's checked like this as you type, in your browser.
7rules broken + 1 warning
- Promotional wording
- Used more than twice
- Symbol or emoji
- Past the limit
- ALL CAPS
Title
Best Cheap Wireless Bluetooth Earbuds!!! Noise Cancelling Earbuds For Gym Sports Earbuds Waterproof IPX7 40Hrs Battery
- Over 75 characters. 118 characters, 43 over the limit.
- Promotional wording. Remove "best", "cheap".
- Decorative characters. Remove "!", unless it's part of your registered brand name.
- Word repeated more than twice. "earbuds" appears 3 or more times.
Bullet points
- Fewer than 5 bullets. 1 of 5 filled in. Each empty bullet is unused space.
✅ LONG LASTING BATTERY: BEST battery life on Amazon!!! Up to 40 hours of playtime so you never run out, GUARANTEED, plus FREE SHIPPING on every order today
Bullet 1155 / 254- ALL CAPS header. "✅ LONG LASTING BATTERY" should be in sentence case.
- Promotional wording. Remove "best", "free shipping", "guarantee".
- Emoji or symbols. Remove "✅".
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The limits
Amazon character limits at a glance
Five numbers every listing has to fit, and one for the main image. Each links to its rules.
- Title75charactersSuppressed from search, or rewritten by Amazon without telling you.
- Item Highlights125charactersCut off: the extra never reaches search results.
- Bullet points255characters, × 5 bulletsRemoved or rewritten by Amazon; past 200, cut off on mobile.
- Description2,000charactersRejected or cut off, so the end never reaches shoppers.
- Backend terms249bytesAmazon can ignore the whole field, not just the extra.
- Main image85%of the frame, on pure whiteEvery image rule, and the gallery →
Where each rule applies
Five fields. Five sets of rules.
Every part of a product page you write has its own limit, and one of them shoppers never see.
Amazon product title requirements and character limit
75 characters, spaces included
The limit in nearly every category since July 27, 2026 (media is the exception). Amazon can suppress or rewrite a longer title, and a rewrite is the worse outcome because nothing tells you it happened.
No promotional wording
Words like best, cheap, sale, free shipping, guarantee, #1 or top rated don't belong in a title, and they're a common reason for a rewrite.
No decorative characters
Symbols such as ~ ! * $ ? _ { } # ^, emoji, and ™ / ® are out, unless the symbol is part of your registered brand name.
No ALL CAPS, no word more than twice
Capitalize the first letter of each word instead of shouting. The same word can appear at most twice (articles, prepositions and conjunctions don't count); it's indexed once either way.
Brand + product + one differentiator
The format that survives the limit. Materials, sizes and use cases that don't fit move to Item Highlights, the bullets or the backend search terms, which Amazon also indexes.
A title that breaks four rules, fixed
Before
Best Cheap Wireless Bluetooth Earbuds!!! Noise Cancelling Earbuds For Gym Sports Earbuds Waterproof IPX7 40Hrs Battery
After
AudioMax Wireless Earbuds, Active Noise Cancelling, 40Hr Battery, IPX7
Over the limit, promotional words, decorative characters and a word used three times. The fixed title keeps every term that ranks, in 70 characters.
Amazon Item Highlights
125 characters
A short, indexed field shown in search results and on the product page. It holds the attributes that no longer fit in the title.
Facts, not repeats
Materials, dimensions, capacity, compatibility and use cases. Words already in the title are already indexed, so repeating them spends characters on nothing.
Same style rules as the title
No promotional wording, no ALL CAPS and no contact details.
Amazon bullet point character limit and requirements
Under 255 characters each (aim for 200)
Amazon's bullet rules (August 2024) require each bullet to be more than 10 and fewer than 255 characters. Under 200 is the better target: longer bullets are cut off on mobile, where most shoppers read them.
Use all 5
Each empty bullet is indexed space you're not using. Five short, specific bullets beat three long ones.
Sentence case, including headers
A short header followed by a colon is fine and helps scanning. Writing the header in ALL CAPS is not.
No emoji, symbols or promotions
No check marks, stars, ™, ® or € signs, and no pricing, discounts, shipping offers or guarantees. Amazon can remove or rewrite bullets that break these rules.
No contact details or restricted claims
No websites, emails or phone numbers, and no health or medical claims (detox, cures, weight loss, FDA approved…).
A bullet that breaks the rules, fixed
Before
✅ LONG LASTING BATTERY: BEST battery life on Amazon!!! Up to 40 hours of playtime so you never run out, GUARANTEED, plus FREE SHIPPING on every order today
After
Long battery life: up to 40 hours of playtime with the charging case, and a 10-minute charge gives 2 more hours
The emoji, the ALL CAPS header, the promotional words and the guarantee are gone; the specific numbers that sell the product stay.
Amazon product description character limit
2,000 characters
Spaces included. A description over the limit can be rejected or cut off, so the end of it never reaches shoppers.
Plain text, no HTML
Amazon doesn't support HTML formatting in the description. Tags can be stripped or shown to shoppers as raw text.
No links, contact details or restricted claims
No websites, emails or phone numbers, and the same claim rules as the bullets.
A+ Content takes its place
If your brand publishes A+ Content, most shoppers see the A+ modules where the description would be. Fill the description in anyway.
Backend search terms limit
249 bytes, not characters
Accented letters and some symbols take more than one byte each, so a field can look short and still be over.
No repeats of your visible copy
Words in the title and bullets are already indexed. Spend the bytes on synonyms, misspellings and translated terms instead.
Why it matters
What happens when a listing breaks a rule
- 01
Rewritten
Amazon edits the field itself, and nothing tells you it happened. The copy you tested and ranked with is gone.
- 02
Search suppressed
The listing stays live but disappears from search results until the field Amazon named is fixed.
What search suppressed means → - 03
Rank and clicks lost
Long before any penalty, a title cut off mid-word or a shouting bullet loses the click to the listing beside it.
Listing requirements questions
What is the character limit for an Amazon product title?
75 characters including spaces, in nearly every category since July 27, 2026 (media categories are excluded). Titles written for the old 200-character limit are often now over it.
What is the character limit for Amazon bullet points?
Each bullet must be more than 10 and fewer than 255 characters, under the bullet rules Amazon introduced in August 2024. Aim for under 200 so the whole bullet shows on mobile.
How many bullet points can an Amazon listing have?
5 is the standard, and it's what most product pages show. Plan the copy around five strong bullets.
What is the character limit for an Amazon product description?
2,000 characters, spaces included, as plain text. Amazon doesn't support HTML formatting in descriptions.
What are Item Highlights on Amazon?
A 125-character field Amazon indexes and shows in search results and on the product page. It holds the attributes that used to be packed into long titles: material, size, compatibility and use cases.
What happens if my listing breaks the rules?
Depending on the rule, Amazon can rewrite the field, hide the listing from search (search suppressed) or remove content. Style problems also cost rank and clicks long before they cause a suppression.
Is there an Amazon style guide?
Amazon publishes style guides per category in Seller Central, and they share the rules on this page. Your category's template also lists its required attributes.