Amazon Bullet Points: Character Limits and Current Best Practices

Character limits

There is no single universal limit — it depends on product type and category. As a practical guideline, most sellers target 200–250 characters per bullet, though some categories enforce stricter caps as low as 100 characters. Check your specific category's requirements in Seller Central before finalizing copy, since exceeding the limit for your category can trigger suppression.

What's restricted

• Special characters and symbols (™, ®, €, …, †, ‡, ¢, £, ¥, ©, ±, ~) — stick to plain text and standard punctuation.
• Emojis of any kind.
• Refund or guarantee claims (e.g. "money-back guarantee", "lifetime warranty" phrasing that implies a promise Amazon itself doesn't back).
• Pricing or shipping information (e.g. "free shipping", "cheapest").
• Superlatives without substantiation ("#1 best-selling", "guaranteed to work").

What actually works

• Lead each bullet with the benefit, then back it with the feature that delivers it.
• Front-load the highest-value keyword in the first 5–10 words — this is what shows in mobile truncated views.
• Use consistent formatting across all 5 bullets (same capitalization style, same structure) for a more professional, trustworthy read.
• Address a specific buyer objection or use-case in at least one bullet (e.g. dishwasher-safe, fits X model, allergy-friendly material).
• Keep sentences short — bullets are scanned, not read line by line.