Amazon Bullet Point Guidelines

Policy Details

Amazon allows up to five bullet points (called "key product features") per listing. Each bullet must be plain text with no HTML formatting — HTML tags appear as raw code on the product page. Maximum length per bullet is 250 characters in most categories, though some categories have different limits. Bullet points must start with a capital letter. Amazon prohibits the following in bullet points: promotional phrases and calls to action ("Buy now," "Click Add to Cart"), seller contact information (email addresses, phone numbers, URLs), references to competitors, language claiming the product is "the best" or "#1" without a verifiable source, and drug claims or health benefit assertions for non-medical products. Best practice: lead each bullet with a short, capitalized benefit phrase, then explain the feature that delivers that benefit. Five well-written bullets that communicate genuine product value outperform ten short, keyword-packed bullets. Amazon's recommendation is that bullet points help buyers evaluate whether the product meets their needs — write accordingly.