Amazon
Amazon Bullet Points Limit
Quick Answer
Amazon's current bullet-point guidance used in Seller Central support says to include at least three bullet points and to keep each bullet more than 10 characters but fewer than 255 characters. Amazon's August 15, 2024 bullet-point policy update also tightened content quality by restricting special characters, emojis, some phrases such as refund-related guarantees, and other non-compliant content.
Treat 10–255 characters as the checked working guidance, not permission to fill every bullet to the ceiling. Category, marketplace, product type, or the active listing form can still apply more specific validation.
If your query is “PDP bullet character limit,” this page owns that intent: Amazon calls the field product bullet points / key product features, and the current checked guidance is more than 10 and fewer than 255 characters per bullet.
Next, run the Bullet Point Checker and review the Amazon listing checklist.
Quick Reference
| Check | Current working guidance | Practical meaning |
| --- | --- | --- |
| Number of bullets | At least 3 | Amazon guidance recommends at least three; five is often used as a best-practice target |
| Length per bullet | More than 10, fewer than 255 characters | Keep each bullet concise and scannable |
| Opening | Begin with a capital letter | Use a readable sentence-fragment style |
| Structure | Descriptive header + colon can be used | Make the feature easy to scan |
| Repetition | Avoid it | Each bullet should add unique product information |
| Promotional/seller content | Avoid / may be prohibited | Keep bullets focused on the product |
| Final authority | Current Seller Central validation | Category and marketplace rules can be more specific |
- Last checked: September 7, 2026.
Prepare in one place
Publish Action
Review your Amazon bullets for length, clarity, repetition, and risky content.
Use one preparation flow for sizes, titles, descriptions, keywords, and checklists instead of switching between separate tools.
What Amazon Changed in the Bullet-Point Policy
Amazon announced an update effective August 15, 2024 to simplify and improve product-detail-page bullet points. The announcement highlighted:
- restrictions on special characters and emojis,
- restrictions on some phrases such as refund-related guarantees,
- clearer guidance for concise, high-quality product bullets,
- removal or rewriting of non-compliant content, including AI-assisted listing-quality changes with seller review.
Those rules remain important even when a bullet is technically under the character ceiling.
Current Length and Count Guidance
Amazon Seller Central support guidance linked to the product bullet requirements describes these working rules:
- include at least three bullet points,
- use more than 10 characters but fewer than 255 characters per bullet,
- begin with a capital letter,
- use a sentence-fragment style without unnecessary end punctuation,
- use semicolons to separate phrases where useful,
- keep each bullet unique rather than repeating the same information.
The goal is not to maximize character usage. A shorter bullet that answers one buyer question clearly is usually easier to scan than a 250-character keyword chain.
What Should Go in an Amazon Bullet?
Use bullets for specific product features and buyer-relevant benefits that are supported by the actual item. Strong bullets typically explain one clear point such as:
- material or construction,
- dimensions or capacity,
- compatibility,
- a functional feature,
- care or use information,
- a factual benefit connected to that feature.
Keep product identity and the new Item Highlights field in their appropriate roles instead of repeating the same wording everywhere.
What to Avoid
Amazon's bullet-point requirements and related guidance identify or warn against content such as:
- emojis and restricted special characters,
- refund or unconditional-guarantee language,
- company information, website links, or contact details,
- repeated information across bullets,
- unrelated products or competitors,
- unsupported subjective, performance, or comparative claims,
- keyword stuffing that reduces readability.
Specific prohibited phrases can change, so use Seller Central as the final validation layer.
PDP Bullet Character Limit vs Other Amazon Fields
Do not mix these fields together:
- Product title: 75-character general limit for non-media categories from July 27, 2026.
- Item Highlights: separate 125-character field introduced with the same 2026 title update.
- Bullet points / key product features: current checked guidance is more than 10 and fewer than 255 characters per bullet, with at least three bullets.
They serve different purposes and should not repeat the same copy mechanically.
Best Practices
- Put one buyer-relevant idea in each bullet.
- Start with the most useful fact, not a promotional phrase.
- Use clear natural language and avoid keyword stuffing.
- Keep measurements and model details accurate.
- Maintain consistency across product variants.
- Remove duplication with the title, Item Highlights, and product description when possible.
- Check mobile readability before publishing.
Common Mistakes
- Treating 255 characters as a target instead of a ceiling.
- Using fewer than three bullets when the current guidance calls for at least three.
- Repeating the same keyword in every bullet.
- Adding seller, shipping, refund, or contact information.
- Using emojis or decorative symbols that conflict with current requirements.
- Making unsupported performance or comparison claims.
- Copying title text into every bullet.
Publish Action
Use the Bullet Point Checker to review length, repetition, readability, and risky patterns before publishing.
Source transparency
Reference context
- Reviewed
Amazon's August 2024 News and Announcements post confirms the updated bullet-point policy, including restrictions on special characters, emojis, some phrases, and AI-assisted quality improvements. Seller Central support guidance pointing sellers to the Product bullet point requirements gives the checked working length/count guidance of more than 10 but fewer than 255 characters per bullet and at least three bullet points. Both were rechecked September 7, 2026.
Last checked: September 7, 2026. Amazon can apply category, marketplace, product-type, and listing-form validation that is more specific than this general guidance.
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