Amazon

Amazon listing SEO: the title, the bullets and the search terms

Q: How many characters can an Amazon title have?

75, spaces included, for every product type except media, in every Amazon store except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates. Amazon puts the brand first and moves the rest of the detail into Item highlights, 125 characters shown below the title. A listed title that breaks the rules might be corrected automatically or drop out of search results, so aim a little under 75.

Q: What is the character limit for Amazon bullet points?

Amazon publishes no single number for its main catalog. Its bullet point requirements page asks for at least three bullets and says the limits vary by product type. The per-type limits sit in Amazon's product type definitions, which only an app authorised by a seller or vendor can read. The 500 per bullet and 1,000 in total that many guides print is Amazon Handmade's published rule, for Handmade listings.

Q: How many bytes can Amazon search terms be?

Less than 250, so 249 at most, in one Generic keyword field. Plain letters and digits cost a byte each, accented letters two or more, and Amazon does not count spaces or punctuation. Go over and Amazon search ignores the whole field, not just the excess.

Q: Can I put my brand name in Amazon search terms?

No. Amazon's search terms page lists your brand or other brand names first among the prohibited words, with ASINs, temporary words such as "new" and claims such as "best". Your brand belongs in the Brand name field and at the start of the title.

Q: What does Amazon charge per sale?

A referral fee of 5% to 45% depending on the category, most often 15% with a $0.30 minimum, on what the buyer pays including shipping. The Individual plan adds $0.99 per item sold, or the Professional plan costs $39.99 a month instead. Books, DVD, music, software and video game categories add a $1.80 closing fee per item. FBA fees are separate and not included here.

Q: Is selling on Amazon Handmade different?

Handmade listings use the same standard product types and the same 75-character cap, but the rules around them differ. The Brand name field is reserved for brands approved in Brand Registry, so most Handmade sellers enter Generic. Amazon recommends Handmade titles of 60 characters or less with the word Handmade or Handcrafted, publishes 500 characters per bullet and 1,000 in total for Handmade, and charges a flat 15% referral fee with the monthly plan waived for approved sellers after the first month. Our Amazon Handmade page covers those rules.

Q: Can I check my Amazon listing's SEO for free?

Yes. Paste a public amazon.com product link into the box above or into the free Listing Grader for a 0–100 score and the fixes worth making first. Amazon often blocks automated reads. When a read is blocked we say so, and you can paste the title and description instead.

Amazon listing SEO comes down to three fields, and Amazon publishes the rules for all three. The title must not exceed 75 characters, spaces included, for every product type except media, and it starts with the brand. Bullet points: at least three, with no single published length, because Amazon says the limits vary by product type. Search terms: one hidden field of less than 250 bytes, and over the limit Amazon search ignores the whole field. We read all of it on Amazon's Seller Central help for the US store on 24 October 2026.

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Amazon listing limits at a glance

Title
aim for ~70 characters (hard cap 75)
Amazon's cap, our target
Search terms
up to 7, each ≤ 35 characters
Ours, inside Amazon's budget
Bullet points
up to 5, each ≤ 250 characters
Ours
Description
the first ~200 characters carry the SEO weight
Ours

Amazon's numbers checked against its own pages on 2026-10-24. The ones marked ours are Sellura's budgets, not Amazon rules. Sellura generates within all of them automatically.

A fourth field, Item highlights, adds 125 characters under the title for the detail that no longer fits in it. This page is for Amazon's main catalog, the branded and everyday goods most sellers list. Amazon Handmade has its own brand rule, title advice and bullet numbers, and its own page. Below: what each field takes, what Amazon charges, and what Sellura writes for each one.

The Amazon title: 75 characters, brand first

Amazon's Product title requirements page sets the cap: titles must not exceed 75 characters, including spaces, for all product types except media, in every Amazon store except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates. Most categories allowed 200 until July 2026, so a title guide written before then is out of date. A listed title that breaks the rules might be corrected automatically or might not appear in search results, Amazon says. That is why we aim a little under the cap: about 70 is our margin, not Amazon's rule.

The word order is Amazon's too: brand name, flavor or style, product type, key attribute, color, size or pack count, model number. Its own example is "Amazon Fresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce", 69 characters. A product with no brand gets "generic" in the Brand name field and no brand in the title. Detail that does not fit goes into Item highlights: 125 more characters, written as comma-separated phrases and shown below the title in search results and on the product page.

Banned characters: ! $ ? _ { } ^ ¬ ¦. The symbols ~ # < > * are allowed only as identifiers or measurements, as in "Style #4301" or "<10 lb".
No word more than twice. Articles, prepositions and conjunctions are exempt, and the brand name counts.
Numerals, not words: "2-Pack", not "Two-Pack". Measurements may be abbreviated: cm, oz, in, kg.
No promotional or subjective phrases such as "free shipping", "100% quality guaranteed", "Hot Item" or "Best seller", and no all caps. Capitalize the first letter of each word except prepositions, conjunctions and articles.
Variations: size and color go in each child ASIN's title, not the parent's, and the product page shows the parent's title.
A changed title or item highlights takes 24 to 48 hours to show in search and on the product page, Amazon says. There is no need to resubmit in that window.

Check a title against Amazon's 75 characters and banned characters → · Selling handmade? Amazon Handmade's own title and brand rules →

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Amazon bullet points and search terms: what Amazon publishes

Bullet points have rules but no single length. Amazon's Product bullet point requirements page asks for at least three and says that bullet point character limits vary by product type. It prints no number for the main catalog, so a 500, 250 or 200 quoted as Amazon's bullet limit did not come from that page. The only published 500 characters per bullet and 1,000 in total are Amazon Handmade's, and they apply to Handmade listings.

Search terms are one hidden field, Generic keyword in Seller Central, which Amazon's search engine uses for lexical matching between a product and a query. Amazon's keyword reference puts it at less than 250 bytes, and over the limit the field is completely ignored by Amazon search, not trimmed. Plain letters and digits cost a byte each, an accented letter such as ä costs two or more, and Amazon does not count spaces or punctuation. Since 6 December 2023 the field is required for 23 product types, board game, blanket and art and craft supply among them.

Bullet format: a header and a colon, then a sentence fragment with no full stop, as in "Cotton fabric: Made from 100% cotton for softness and breathability". Semicolons separate phrases inside one bullet.
Numbers in bullets: one to nine in words, except names, model numbers and measurements, and a space between a digit and its unit, "60 ml".
May be removed from bullets: ™ ® © and similar symbols, emoji, "N/A" and other placeholders, ASINs, guarantees, links and contact details, all caps, "w/" and "approx.", and claims such as "eco-friendly", "anti-bacterial" or "made from bamboo". Fabric content, care instructions and country of origin have their own fields.
Search terms: lowercase, words separated by spaces, no repeats, no articles or prepositions, either singular or plural. Synonyms, spelling variations and abbreviations are what the field is for.
Never in search terms: your brand or any other brand, ASINs, temporary words such as "new" or "on sale", and claims such as "best" or "cheapest". Amazon says breaking these rules can get the product suppressed.
Ours, not Amazon's: the five bullets of about 250 characters, the seven search phrases of up to 35 characters and the 2,000-character description that Sellura writes. Amazon publishes no bullet or description length for the main catalog.

Amazon search term ideas from Amazon's own search box → · Every marketplace's field limits on one page →

What Amazon charges to sell in its main catalog

Amazon's fee schedule for amazon.com, which we read on 24 October 2026, has two plans. Professional costs $39.99 a month while you have active listings and charges no per-item fee. Individual has no subscription and charges $0.99 for each item sold. Either way a referral fee comes on top: a percentage of the total sales price, which is what the buyer pays including delivery and gift wrap but not tax, or a per-item minimum, whichever is greater.

The percentage depends on the category, and Amazon's table runs from 5% to 45%. Most categories pay 15% with a $0.30 minimum, among them Home and Kitchen, Toys and Games and Everything Else. Fulfillment by Amazon is not in any of these numbers: FBA fees are priced by size and weight in a separate schedule, and Amazon's own revenue calculator covers them.

Example: a $25 toy shipped for $5 pays 15% of $30, which is $4.50, plus $0.99 on the Individual plan.
8% with a $0.30 minimum: Computers, Consumer Electronics and Full-Size Appliances.
Tiered by price: Clothing and Accessories pay 5% up to $15, 10% from $15 to $20 and 17% above. Beauty, Health and Personal Care and Baby Products pay 8% up to $10 and 15% above.
Charged by the portion of the price: Jewelry 20% up to $250 and 5% on the rest, Furniture 15% up to $200 and 10% on the rest, Watches 16% up to $1,500 and 3% on the rest.
The highest row is Amazon Device Accessories at 45%. Gift Cards pay 20%.
Closing fee: $1.80 per item sold in Books, DVD, Music, Software and Computer/Video Games, Video Game Consoles and Video Game Accessories.
Refunds: Amazon returns the referral fee minus a refund administration fee of $5.00 or 20% of that referral fee, whichever is less. Listing is free: the high-volume listing fee of $0.001 per SKU a month starts only above 1.5 million SKUs.

Selling handmade? The Amazon Handmade fee calculator (one flat 15%) → · One sale on every marketplace Sellura calculates →

What Sellura does

How Sellura writes for Amazon's main catalog

Describe the product once and Sellura returns a title aimed at 70 characters, inside Amazon's 75, in Amazon's order: brand first, then the product type and the attributes a shopper filters by, numerals instead of words, no word more than twice and none of the banned characters. Leave the brand empty and the title starts with the product, ready for "generic" in the Brand name field. The title preview and a 0–100 score are free on every generation, no card. The score is deterministic: the same listing always gets the same number, and each weak factor comes with one fix written for that listing.
Item highlights within 125 characters, as comma-separated phrases that add what the title leaves out, and five bullets in Amazon's header-and-colon format of about 250 characters each. That length is ours, because Amazon's varies by product type, so check your product type's limit in Seller Central before you paste.
Search terms as about seven short phrases aimed under the 249-byte field, made of synonyms and use-cases the title does not already cover, and never a brand name, yours included. Each phrase is capped but the total is not counted for you, and Amazon ignores an over-limit field whole, so count it once before you save.
The same product written for Walmart, eBay and the other marketplaces Sellura supports, each to its own rules, if you sell on more than one. The free Listing Grader scores public Amazon product links 0–100 and names the fixes worth making first. When Amazon blocks the read, we say so instead of guessing, and you can paste the title and description into the Listing Grader's text mode instead.
The finished listing costs 1 credit, and the first unlock is free on a new account. Starter is $15 a month for 25 credits or $150 a year, and Pro is $24 a month for 65 credits plus bulk, or $240 a year. Sellura doesn't connect to Seller Central, upload listings, track where a listing ranks or run ads, and it has no research database or ads analysis.

Generate an Amazon-ready listing in about 60 seconds.

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The Grader reads public Amazon product links (amazon.com/dp/…), but Amazon often blocks automated reads. If a read is blocked, we say so rather than score it, and you can paste the title and description instead.

FAQ

How many characters can an Amazon title have?

75, spaces included, for every product type except media, in every Amazon store except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates. Amazon puts the brand first and moves the rest of the detail into Item highlights, 125 characters shown below the title. A listed title that breaks the rules might be corrected automatically or drop out of search results, so aim a little under 75.

What is the character limit for Amazon bullet points?

Amazon publishes no single number for its main catalog. Its bullet point requirements page asks for at least three bullets and says the limits vary by product type. The per-type limits sit in Amazon's product type definitions, which only an app authorised by a seller or vendor can read. The 500 per bullet and 1,000 in total that many guides print is Amazon Handmade's published rule, for Handmade listings.

How many bytes can Amazon search terms be?

Less than 250, so 249 at most, in one Generic keyword field. Plain letters and digits cost a byte each, accented letters two or more, and Amazon does not count spaces or punctuation. Go over and Amazon search ignores the whole field, not just the excess.

Can I put my brand name in Amazon search terms?

No. Amazon's search terms page lists your brand or other brand names first among the prohibited words, with ASINs, temporary words such as "new" and claims such as "best". Your brand belongs in the Brand name field and at the start of the title.

What does Amazon charge per sale?

A referral fee of 5% to 45% depending on the category, most often 15% with a $0.30 minimum, on what the buyer pays including shipping. The Individual plan adds $0.99 per item sold, or the Professional plan costs $39.99 a month instead. Books, DVD, music, software and video game categories add a $1.80 closing fee per item. FBA fees are separate and not included here.

Is selling on Amazon Handmade different?

Handmade listings use the same standard product types and the same 75-character cap, but the rules around them differ. The Brand name field is reserved for brands approved in Brand Registry, so most Handmade sellers enter Generic. Amazon recommends Handmade titles of 60 characters or less with the word Handmade or Handcrafted, publishes 500 characters per bullet and 1,000 in total for Handmade, and charges a flat 15% referral fee with the monthly plan waived for approved sellers after the first month. Our Amazon Handmade page covers those rules.