Amazon Bullet Point Character Limit 2026 (255 Max)

Your Amazon bullet points are doing two jobs at once: convincing shoppers to buy and staying within Amazon's content guidelines. Most sellers fail at one or both.

This guide breaks down exactly what Amazon allows in bullet points, shows you the violations that get listings suppressed, and gives you real before-and-after rewrites you can learn from.

What Are Amazon Bullet Points?

Bullet points (also called "key product features") appear directly below the title on your product detail page. They're your primary space for persuasive copy—the bridge between catching attention with your title and closing the sale with your description.

Why Bullet Points Matter for Sales

Shoppers scan, they don't read. Bullet points break information into digestible chunks. Each bullet should answer a specific question or overcome a specific objection.

Unlike Amazon titles, which must follow a rigid formula, bullets give you room to sell. But that freedom comes with rules.

Amazon's 2024 Policy Updates

In August 2024, Amazon tightened bullet point enforcement. The changes that carried into 2026:

• Stricter character limit enforcement
• Automated suppression for prohibited content
• Faster detection of promotional language
• Increased scanning for special characters and emojis

Amazon Bullet Point Character Limits

The character limit varies by your seller status and category.

Standard Limits

Best practice: Stay under 200 characters. Shorter bullets are easier to scan on mobile, where most Amazon shopping happens.

How Many Bullets Can You Have?

Third-party sellers get 5 bullet points. Vendor Central accounts can have up to 10 in some categories.

Use all five. Empty bullet slots are missed opportunities. If you can't fill five bullets with genuine product information, your product description might need work.

What to Include in Your Bullet Points

Each bullet should serve a specific purpose. Don't repeat information—make every bullet count.

Start With Benefits, Not Features

Features describe what a product is. Benefits describe what it does for the customer.

Feature: "Made from 18/10 stainless steel"

Benefit: "Resists rust and corrosion for years of daily use"

Lead with the benefit, then support it with the feature.

Structure That Works

A proven bullet point formula:

[BENEFIT] + [FEATURE] + [USE CASE]

Example: "Stays warm for 12 hours—double-wall vacuum insulation keeps coffee hot from your morning commute to your afternoon meeting."

What Each Bullet Should Cover

1. Bullet 1: Primary benefit and main use case
2. Bullet 2: Key differentiating feature
3. Bullet 3: Quality/durability/materials
4. Bullet 4: Size, dimensions, or compatibility
5. Bullet 5: Included items, warranty, or guarantee

What to Avoid in Amazon Bullet Points

Amazon actively scans for violations. These get your bullets flagged or your listing suppressed.

Prohibited Characters and Formatting

These will get your content rejected:

• Emojis (any kind)
• Special characters: ! @ # $ % ^ * { } | < >
• HTML tags or code
• ALL CAPS for entire bullets
• Phone numbers or external URLs
• Email addresses

Banned Words and Phrases

Amazon prohibits promotional and subjective claims:

Health and Safety Claims

Never make medical claims unless your product is FDA-approved for that use:

• Avoid: "Cures back pain"
• Use: "Provides lumbar support during long sitting sessions"

Bad Bullet Points vs. Good Bullet Points

Let's rewrite real violations into compliant, converting copy.

Example 1: Kitchen Product

Bad: "🔥 BEST KNIFE SET ON AMAZON!!! These AMAZING knives are #1 rated and GUARANTEED to stay sharp forever. FREE sharpener included! Buy now before they sell out!"

Good: "Precision-forged from German stainless steel for lasting sharpness—includes 8-inch chef's knife, 5-inch utility knife, 3.5-inch paring knife, and bonus honing steel for easy maintenance at home."

What changed: Removed emoji, all caps, superlatives, promotional language, and urgency. Added specific materials, included items, and practical benefits.

Example 2: Electronics Accessory

Bad: "Works with ALL phones! Universal compatibility = PERFECT for everyone. Cheap price, premium quality. 100% money back if not satisfied!!!"

Good: "Compatible with iPhone 12-15 series, Samsung Galaxy S21-S24, and most Android devices with USB-C ports—check dimensions (6.2 x 3.1 inches) to confirm fit before ordering."

What changed: Replaced vague "all phones" with specific models. Removed subjective claims and pricing language. Added dimensions for verification.

Amazon Bullet Point Compliance Checklist

Before publishing, verify each bullet passes these checks:

Do This

• Start each bullet with a capital letter
• Focus on one main point per bullet
• Include specific measurements, materials, or specifications
• Use numerals for numbers ("5-Pack" not "Five Pack")
• Write for mobile scanning—front-load key information
• Keep bullets under 200 characters when possible
• Use all 5 bullet slots

Avoid This

• Emojis or special characters
• ALL CAPS formatting
• Subjective superlatives ("best," "perfect," "amazing")
• Promotional language ("sale," "discount," "limited time")
• Competitor comparisons or mentions
• Shipping or pricing information
• Medical or health claims without approval
• Repetition of the same keywords across bullets

Frequently Asked Questions

What is the character limit for Amazon bullet points?

Third-party sellers have a 255-character limit per bullet point. Vendor Central accounts may have up to 500 characters. Brand-registered sellers may see different limits depending on category.

How many bullet points should I use on Amazon?

Use all five bullet points available to third-party sellers. Each bullet is an opportunity to address customer questions, highlight features, and improve your listing's completeness score.

Can I use emojis in Amazon bullet points?

No. Amazon prohibits emojis in bullet points. Using them may result in your content being rejected or your listing suppressed.

Will Amazon edit my bullet points automatically?

Yes. Amazon may modify bullet points that violate guidelines without notifying you. Check your listings regularly to ensure your intended content remains live.

How do I fix suppressed bullet points?

Edit the bullet points in Seller Central to remove the violating content, then save. Resubmission triggers a review, typically completed within 24-48 hours.

Should I include keywords in bullet points?

Yes, but naturally. Bullet points are indexed for search, so relevant keywords help visibility. Avoid keyword stuffing—write for humans first, algorithms second.

Write Better Bullets, Faster

Crafting bullet points that sell while staying compliant takes practice. Bullets are one part of complete listing optimization—see our Amazon Listing SEO Checklist for the full picture.

Try our free Amazon Bullet Generator to create compliance-safe bullet points that follow 2026 guidelines automatically—so you can focus on selling, not compliance checking.

Sources

• Product Detail Page Rules - Amazon Seller Central
• A+ Content Guidelines - Amazon Seller Central
• Key Product Features Formatting - Amazon Seller Central Help
• Amazon Listing Policy Updates August 2024 - Avenue7 Media