Write descriptions that convert, formatted exactly the way Amazon expects.
Amazon bullet points limits
Bullet points: 5 bullets, max 200 characters each. Enforced on every result. Standard sellers get ~200 chars per bullet; Brand Registry raises this to 500. Keep the combined total under 1000 to avoid mobile truncation.
How we verified these rules
○Length limits: taken from multiple independent sources and not yet confirmed directly with Amazon. We’d rather tell you than imply certainty we don’t have.
Last checked 2026-08-02. Marketplaces change these without notice — always confirm against your own listing form before bulk-editing.
The mistake most Amazon sellers make
Writing five 500-character bullets without Brand Registry. Standard sellers get roughly 200 characters per bullet; the rest is silently dropped.
Amazon bullet points FAQ
How long can Amazon bullet points be?
Around 200 characters each for standard sellers, up to 500 with Brand Registry. Five bullets maximum either way. Keep the combined total under 1,000 characters or mobile truncates them.
Should bullets be features or benefits?
Lead each bullet with the benefit in the first few words, since that's what survives mobile truncation, then support it with the spec.