Amazon listing rules in 2026
Amazon cut the product title limit to 75 characters on 27 July 2026, down from 200. Details that no longer fit go into a new item highlights field of up to 125 characters. Titles that break the rules can be corrected by Amazon automatically or stop appearing in search. Everything below comes from Amazon India’s Seller Central help pages, checked on 14 September 2026.
Product title requirements
| Rule | What Amazon requires |
|---|---|
| Length | No more than 75 characters, including spaces |
| Banned characters | ! $ ? _ { } ^ ¬ ¦ |
| Restricted characters | ~ # < > * only in identifiers such as “Style #4301” or measurements such as “<10 kg” |
| Promotional phrases | Not allowed, for example “free shipping” or “100% quality guaranteed” |
| Repeated words | No word more than twice. Brand names count; prepositions, articles and conjunctions do not |
| Content | Enough to describe the product clearly, at minimum the brand and product type |
Amazon’s best practices add a recommended order: brand, style or flavour, product type, key attribute, colour, size or pack count, then model number. Use numerals instead of number words, capitalise each word except short prepositions, conjunctions and articles, and leave out subjective phrases such as “best seller”. For parent and child variations, put size and colour only in the child titles.
Before and after: fixing a title for the 75-character limit
| Before | After | |
|---|---|---|
| Title | YourBrand Vitamin C Face Serum for Glowing Skin, Vitamin C Serum for Women & Men, 20% Vitamin C Face Serum with Hyaluronic Acid - BEST SELLER!!! Free Shipping | YourBrand Vitamin C Face Serum with Hyaluronic Acid, 30 ml |
| Length | 158 characters | 58 characters |
| Item highlights | Empty | 20% vitamin C, lightweight gel, for all skin types, fragrance free |
| Problems | 4 broken requirements | None |
Bullet point rules
Amazon recommends at least 3 bullet points of 10 to 255 characters each. It separates best practices from prohibited content, and prohibited content can be removed or changed by Amazon.
Best practices
- Start with a capital letter
- Write sentence fragments with no full stop at the end
- Use semicolons to separate phrases inside a bullet
- Put a space between numbers and units, as in “60 ml”
- Open with a short header and a colon
- Give every bullet different information
- Avoid claims you cannot verify on the packaging
Prohibited content
- Special characters:
™®€…†‡º¢£¥©±~ - Emoji
- Placeholder text:
not applicablen/anot eligibleyet to decideto be decidedtbdcopy pendingNA - ASINs, links, company and contact information
- Guarantees and refund promises
- Claims:
eco-friendlyenvironmentally friendlyecologically friendlyanti-microbialanti-bacterialmade from bamboocontains bamboomade from soycontains soy
Product description rules
Amazon does not allow HTML, JavaScript or other code in listings; line breaks are the only formatting permitted in the description. Descriptions, like titles and bullets, cannot include prices, availability, promotions, delivery offers, reviews or testimonials, contact details, links or time-sensitive information. Brands in Brand Registry can use A+ content for richer layouts.
Backend search terms: the 250-byte limit
Amazon.in search terms must stay under 250 bytes. Go over, and Amazon indexes none of them, so a long keyword dump can do more harm than good. Spaces and punctuation do not count towards the limit.
| What you type | Bytes |
|---|---|
| English letters a to z and numbers 0 to 9 | 1 each |
| Accented letters such as é or ñ | 2 each |
| Spaces and punctuation | Not counted |
Use synonyms, abbreviations and correct spelling variants, in lowercase, separated by spaces. Use each word once, and pick singular or plural rather than both. Amazon prohibits brand names (yours and other brands’), ASINs and these words:
Temporary words
available nowbrand newcurrentdiscountedjust launchedlast chancelast minutelatestlimited timenewon salethis weekthis monththis yeartodaySubjective words
amazingbestcheapcheapesteffectivefastestgood dealleastmostpopulartrendingLeave out
aanandbyforofthewithAmazon image requirements
| Requirement | Amazon’s rule |
|---|---|
| Main image background | Pure white, RGB 255, 255, 255 |
| Product in the main image | Whole product in frame at about 85% of the image, shown once, not cropped |
| Not allowed on the main image | Text, logos, badges, watermarks, props, and packaging unless it is a product feature |
| Size | 500 px minimum on the longest side, 1,000 px or more for zoom, 10,000 px maximum |
| File types | JPEG (recommended), PNG, TIFF or non-animated GIF, in RGB at 72 dpi or more |
| How many | 1 main image, plus at least 6 more and 1 video recommended |
Clothing has its own main image rules: adult clothing is shown on a standing model, and footwear as a single shoe facing left at a 45-degree angle. A main image with text, a non-white background or a cropped product can get a listing suppressed.
A+ content at a glance
| Basic A+ | Premium A+ | |
|---|---|---|
| Image size | 970 × 300 px | 1,464 × 600 px |
| Modules on a page | 5 | 7 |
| Module types to choose from | 14 | 19 |
| Video and hotspots | No | Yes |
| Cost | Free | Free |
A+ content is open to brand owners in Brand Registry. It cannot include pricing, promotions, competitor comparisons, guarantees, shipping details, contact information, links or QR codes, and Amazon takes up to 7 business days to review it.
How the listing score works
Each section starts at 100. A broken requirement or prohibited content costs 30 points, a best-practice problem 10, and a tip 3. The overall score weights the sections by how much they affect discovery and conversion:
| Section | Weight |
|---|---|
| Title and item highlights | 30% |
| Bullet points | 25% |
| Images | 20% |
| Search terms | 15% |
| Description and A+ | 10% |
This is PrimeScale’s model of Amazon’s published rules, not a score from Amazon. Seller Central shows the listing issues Amazon itself has found.
Free PDFGet the Amazon India Playbook10 chapters on fees, listings, ads, ranking and inventory, with a 90-day plan.Frequently asked questions
What is the character limit for Amazon product titles in 2026?
Amazon product titles must not exceed 75 characters, including spaces. The limit applies to all product types except media, and replaced the earlier 200-character limit in July 2026. Amazon may automatically correct titles that break the rules, or stop showing them in search results.
What are item highlights on Amazon?
Item highlights are a separate field of up to 125 characters that appears below the title in search results and on the product page. Amazon asks for comma-separated phrases rather than sentences, such as materials, uses or what is included. Use it for details that no longer fit in a 75-character title.
Which special characters are not allowed in Amazon titles?
Amazon titles cannot use ! $ ? _ { } ^ ¬ or ¦. The characters ~ # < > and * are allowed only inside identifiers such as “Style #4301” or measurements such as “<10 kg”, never as decoration. If your brand name contains a banned character, enter it in the Brand name field instead.
How many bullet points should an Amazon listing have?
Amazon recommends at least 3 bullet points, each between 10 and 255 characters. Start each bullet with a capital letter, write sentence fragments without a full stop at the end, and give every bullet different information.
What words are prohibited in Amazon bullet points?
Amazon prohibits emoji, special characters such as ™, ® and ©, placeholder text like N/A or TBD, ASINs, guarantees and refund promises, and contact details or links. It also prohibits claims such as eco-friendly, environmentally friendly, anti-bacterial, anti-microbial, made from bamboo and made from soy.
What is the backend search terms limit on Amazon India?
Search terms on Amazon.in must stay under 250 bytes. If the field goes over the limit, Amazon indexes none of the terms. Spaces and punctuation do not count, English letters and numbers are 1 byte each, and accented letters take 2 bytes.
What are Amazon’s main image requirements?
The main image needs a pure white background (RGB 255, 255, 255), with the whole product in frame at about 85% of the image. It cannot have text, logos, badges, watermarks or props. Images must be at least 500 px on the longest side, and 1,000 px or more lets shoppers zoom.
Does Amazon allow HTML in product descriptions?
No. Amazon does not allow HTML, JavaScript or other code in listings. Line breaks are the only formatting allowed in the product description. Brands in Brand Registry can use A+ content for richer layouts.
Is this Amazon listing grader free?
Yes. The score and every check run instantly in your browser, and nothing you type is sent anywhere. Every problem links to the Amazon rule behind it, so you can fix your listing yourself or ask PrimeScale for a free audit.