The numbers
| Rule | Value |
|---|---|
| Bullets | At least 3, up to 5 fields |
| Length per bullet | More than 10 and fewer than 255 characters |
| Category exceptions | Some style guides use 100 characters per bullet (Home, Garden and Pets) |
| Feed ceiling | Up to 500 characters per bullet in the XML feed schema, which is a technical cap, not a target |
What gets bullets removed or rewritten
Under the bullet point guidelines Amazon introduced in 2024, bullets with these elements can be removed or changed automatically:
- Special characters such as ™, ®, ©, €, ¢, £, ¥ and ±.
- Emoji such as ✅ or ❌.
- Placeholder text such as N/A, TBD, not applicable or copy pending.
- Restricted claims such as eco-friendly, environmentally friendly, anti-microbial, anti-bacterial, made from bamboo or made from soy.
- Guarantee information such as full refund or if not satisfied, send it back.
- Company information such as website links and contact details.
Not verified on an official page: Amazon's bullet guidelines are shown inside Seller Central and summarized on seller forums and by agencies. We could not link a public Amazon page with the full list, so treat the exact wording above as a summary.
How to write bullets that pass
- Start with a short header and a colon. "Keeps drinks cold: double wall insulation holds ice for 24 hours".
- Begin with a capital letter and skip the end punctuation. Bullets are sentence fragments.
- One feature per bullet, in order of importance.
- Put a space between numbers and units: 60 ml, 32 oz.
- Make each bullet unique. Repeating the title or another bullet wastes the space.
Your title also has new limits. Check it with the 75 character title checker, move extra detail to Item Highlights, and put leftover keywords in your backend search terms.