Amazon bullet points: rules, length and examples

How many bullets, how long

The 255-character figure comes from Amazon’s bullet point requirements, updated on 15 August 2024. Some category style guides deviate, and the input field may accept more text than the guideline – but a longer bullet is harder to read on a phone and more likely to be shortened by Amazon. Around 150–250 characters is enough for one feature and its benefit.

Style rules and what Amazon removes

Since the August 2024 update, Amazon removes or rewrites bullets that contain:

• special characters such as ™, ®, ©, €, …, †, ‡, ¢, £, ¥, ±,
• emojis such as ✅, ❌ or ☺ – also as bullet symbols at the start,
• ASINs, or placeholders such as “N/A”, “NA” or “not applicable”,
• guarantee or refund promises (“full refund”, “if not satisfied, send it back”),
• company information, links, email addresses or phone numbers,
• prohibited claims such as “eco-friendly”, “anti-bacterial” or “made from bamboo” (see below),
• the same content repeated in several bullets.

Amazon’s formatting guidance on top: start every bullet with a capital letter, write in sentence fragments without a full stop at the end, write numbers as numerals with a space before the unit (“500 ml”), and separate phrases within a bullet with a semicolon. Bullets are plain text: HTML tags and Markdown are not interpreted and show up as stray characters.

Structure: one feature, one benefit, one fact

A strong bullet answers one question a buyer has, and backs it with a checkable fact. A common pattern is a short label followed by a colon:

Order the bullets by what decides the purchase in your category: the main function first, then size and fit or compatibility, material, care and use, and finally the scope of delivery. Every bullet covers a different topic; the title and the backend search terms cover the keywords, so the bullets do not need to repeat them.

Many sellers write the label in capitals (“ROBUST MATERIAL:”). Amazon does not require it; if you use it, keep the label short and write the rest normally.

Compliance pitfalls

Bullets are advertising, so the EU rules on product claims apply to them in full – and they are where supplier texts slip in unchecked.

• Green claims: in Germany, generic environmental claims such as “eco-friendly”, “sustainable” or “climate-neutral” have been banned since 27 September 2026 unless backed by recognised excellent environmental performance. Amazon removes “eco-friendly” from bullets anyway. Details: green claims ban.
• CE marking: CE is the manufacturer’s declaration, not a test seal. “CE-tested” or “CE-certified” is misleading; at most write “with CE marking”. See CE and test claims.
• Health and biocide claims: “anti-bacterial”, “antimicrobial” or “relieves pain” need evidence and, for treated articles, the information required by the Biocidal Products Regulation – Amazon also lists them as prohibited phrases.
• Textiles: “bamboo” is not a fibre name; regenerated bamboo is labelled as viscose. See textile fibre names.
• Safety information (manufacturer, EU responsible person, warnings) belongs in Amazon’s product safety attributes, not in the bullets – see GPSR for online listings.

In Germany, getting this wrong risks more than a deleted bullet: competitors and associations can send an Abmahnung.

Examples in German

Kitchen – an insulated jug, before and after:

Before

✅ BESTE QUALITÄT – umweltfreundlich und 100 % BPA-frei!!! Bei Nichtgefallen volle Rückerstattung.

Problems

emoji, superlative, green claim, exclamation marks and full stop, refund promise

After 1

Hält stundenlang heiß: doppelwandige Vakuumisolierung hält Kaffee bis zu 12 Stunden heiß und Saft bis zu 24 Stunden kalt

After 2

Einhändig ausgießen: Druckknopf-Verschluss mit dem Daumen öffnen und schließen; Ausgießer tropft nicht nach

After 3

Leicht zu reinigen: Öffnung mit 7 cm Durchmesser, passt für eine Spülbürste; Deckel spülmaschinengeeignet

Clothing – a children’s T-shirt:

Before

Nachhaltiges Shirt aus Bambus, antibakteriell und hautfreundlich – das perfekte Geschenk!

Problems

green claim, “Bambus” as fibre name, anti-bacterial claim, superlative, end punctuation

After 1

Material: 95 % Baumwolle, 5 % Elasthan; weicher Single-Jersey mit elastischem Rundhalsausschnitt

After 2

Größen 104–152: Passform nach Körpergröße, siehe Größentabelle in den Produktbildern

After 3

Pflegeleicht: waschbar bei 40 °C, für den Trockner geeignet (Schonprogramm)

The values are illustrations; use only facts you can prove for your product.

What happens to bullets that break the rules

Amazon announced that it removes non-compliant content and uses AI to generate compliant bullets; AI-generated quality changes are shared with you for review before they are published. In Seller Central the account health message for rejected content usually reads “Product Detail Page Rules Violation”. Check the proposals carefully – an AI bullet can add claims you cannot support, and you remain responsible for them towards buyers and competitors.

Check your bullet points

Paste your bullets into the free listing check: it checks count, length and duplicate bullets, and flags green claims, CE and test-seal wording, health claims, superlatives, promotional phrases and contact details. Single phrases can also be tested in the claims checker.