Amazon bullet points: rules, limits and a formula

In Seller Central the field is called Key Product Features, in a flat file it is bullet_point1 to bullet_point5, and on the product page it appears as the list under About this item, next to or below the images. Amazon's seller blog describes them as up to five bullets that highlight your product's most important details and attributes.

Bullets sit between the title and the description. The title identifies the product in 75 characters; the bullets answer the questions a shopper has before buying, such as size, material, compatibility and what is in the box. The description and A+ Content tell the longer story further down the page.

Amazon's bullet point requirements live on a Seller Central help page that opens only after login, so the table sticks to what Amazon says publicly. The maximum characters per bullet is the number people disagree on: older help text quoted by sellers said 256 characters, varying by category, and many seller tools cite 500. Your listing form or category template enforces the real number, so follow that, and treat the blog's 100 characters as the length to aim for.

Amazon announced that from August 15, 2024 it updated its bullet point requirements, restricting special characters, emojis and some phrases, and added guidance for clear, concise bullets. In the same announcement Amazon said it may use generative AI to improve listing quality, so bullets that break the rules can be edited or replaced, with suggested changes shared for review.

In 2026 Amazon cut titles to 75 characters in every category except media and added a separate Item Highlights field of 125 characters for details such as materials or recommended uses. That moves pressure onto the bullets: details that used to pad the title now need a home lower on the page, and the bullets are the first place shoppers look for them. The Amazon title character limit guide covers the title change.

Give each bullet one job. Start with a short label in capitals or title case, follow it with the benefit, and back the benefit with a spec the shopper can check. Order the five by what a shopper needs to decide, which is usually the main use or differentiator first and what is in the box or the warranty last.

Amazon publicly names special characters, emojis and refund-related guarantees. Seller tools that summarize the full requirements page also report the items below. Treat them as the safe list: none of them helps a shopper decide, and each can trigger an edit or a Product Detail Page Rules warning.

Amazon's seller blog suggests using bullets to include related terms shoppers might search for. Do that by writing the words a shopper uses for a feature, not by appending a list of keywords to the end of a bullet. If a shopper calls it a travel mug, say travel mug once where it fits; a bullet that reads like a search query is harder to read and more likely to be rewritten.

Terms that do not fit naturally belong in the hidden Search Terms field instead. That field is counted in bytes and has its own prohibited list; the Amazon backend keywords guide explains how to fill it without repeating words that are already in your bullets.

For a few listings, read each bullet aloud and ask whether a shopper would miss it. For a catalog, export the five bullet columns into a spreadsheet with one row per product, then check the length of each cell, search for symbols, emojis and words such as refund or guarantee, and look for products that share identical bullets. Start with your best sellers.

Keep the final bullets in the same place as the rest of your product data, so a translation for another marketplace or a change to a spec updates them too. Bullets edited only in Seller Central drift away from your webshop and other channels.