Amazon product description: the one HTML tag, the missing length and the rules

What an Amazon description may not contain

Amazon's detail page rules apply one list to the title, the description, the bullet points and the images alike. Most descriptions that break it do so with a sentence written for another marketplace: a shipping promise, a link to the brand's site, a line asking for a review. Those are fine on a store you own and not allowed on Amazon.

The rules page also asks for capital letters only at the start of each word, never all caps through an attribute, and bans emoji or symbols at the start of each word. What is left is plain text that describes the product accurately, which is also what Amazon says the description is for.

• Code: HTML, JavaScript or any other code. The one exception is the line break `</br>` in the description.
• Contact details: phone numbers, addresses, email addresses and website URLs, and links to other sites for ordering.
• Offer details: price, availability, condition, and alternative shipping offers such as free shipping.
• Social proof: reviews, quotes, testimonials and requests for positive reviews.
• Time-sensitive information such as dates, adverts or promotional material, and restricted phrases such as "FSA/HSA eligible".
• On a generic listing, another brand's name or intellectual property.

Source: Amazon Seller Central: Product detail page rules (no HTML except line breaks in the description, banned content), checked 1 November 2026

HTML: the one tag Amazon allows, and how to lay out without the rest

The exception is narrow on purpose. Amazon's page names the line break and nothing else, so <b>, <ul>, <li>, <p> and <h2> are all code it asks you not to use. It does not say whether a listing carrying them is rejected or shown as plain text, and we will not guess for it. What the rule tells you is enough: structure a description with paragraphs and line breaks, not with markup.

A layout that works inside that rule has three or four short blocks separated by a blank line: what the product is and who it is for, what it is made of and how big it is, how to use or care for it, and what is in the box. Any list-shaped content, the kind sellers used to put in <ul>, already has a field of its own: the bullet points, shown higher on the page than the description.

Check your Amazon title against the 75-character limit → · Amazon listing SEO: the title, the bullets and the search terms →

Source: Amazon Seller Central: Product detail page rules (no HTML except line breaks in the description, banned content), checked 1 November 2026

How long can an Amazon description be?

We could not find a number. Amazon's US help pages state a length for the title, the item highlights and the search terms, and say bullet point limits vary by product type, but the detail page rules give the description no length at all. The per-product-type limits Amazon does keep sit in its product type definitions, which only an authorised seller application can read, so we have not seen them.

The figure most guides print, 2,000 characters, comes from seller-forum threads several years old and from inventory templates, and none of the pages we read on 1 November 2026 states it. Sellura writes Amazon descriptions to 2,000 characters as its own budget, because a description longer than that is rarely read. Treat it as ours, and if Seller Central refuses a description of yours at a different length, the form is the authority for your product type.

Free Amazon description generator: it writes to Amazon's field rules →

Sources: Amazon Seller Central: Product detail page rules (no HTML except line breaks in the description, banned content), checked 1 November 2026 · Amazon Seller Central: Product title requirements and guidelines (75 characters, item highlights 125), checked 1 November 2026 · Amazon Seller Central: Product bullet point requirements (at least three, length varies by product type), checked 1 November 2026 · Amazon Seller Central: Keyword attributes explained (search terms 249 bytes), checked 1 November 2026

Bullets or description: where each fact goes

Amazon's bullet point page asks sellers to minimize duplication between the bullets, the title and the description, and to keep the bullets to features and benefits in a header-and-colon format: "Cotton fabric: Made from 100% cotton for softness". That gives the description a job of its own: the context the bullets cannot hold, such as how the product is used, who it suits and how to care for it, written as sentences.

On Amazon Handmade the split matters more. Amazon's Handmade listing page says that when a seller adds Basic A+ Content, it replaces the product description on Handmade detail pages and leaves the space under the title blank, which is why it asks every Handmade listing to carry bullet points. A+ Content is a separate feature for brand owners, with its own modules and rules, and this page does not cover it.

• Title: brand, product type, key attribute, size. 75 characters.
• Item highlights: the details the title had no room for, as phrases. 125 characters.
• Bullet points: one feature or benefit each, a header and a colon, no full stop.
• Search terms: synonyms and alternate names buyers type, lowercase, no brands, never shown.
• Description: use, care, who it is for and what is in the box, in sentences, with line breaks.

Amazon Handmade or a regular Amazon seller account? → · Every marketplace's field limits on one page →

Sources: Amazon Seller Central: Product bullet point requirements (at least three, length varies by product type), checked 1 November 2026 · Amazon Seller Central: Amazon Handmade, List your products (A+ Content replaces the description on Handmade pages), checked 1 November 2026

What Sellura does here, and what it doesn't

Choose Amazon in the generator and Sellura writes the whole listing to these rules: a brand-first title under 75 characters, item highlights under 125, five bullet points in Amazon's header-and-colon format, the search terms, and a plain-text description with no HTML, no links, no price and no shipping offers. It comes back with a 0–100 score that is deterministic: the same listing always gets the same number, and each weak factor comes with one concrete fix.

The score and the title preview are free on every generation and need no card, and so are the Amazon title checker and the listing checker, which grades a live Amazon link. A credit unlocks one finished listing: 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 post to Amazon, build A+ Content, track rank or keep a keyword research database, and it is not affiliated with Amazon.

Write the Amazon listing, score and title free → · Plans and credits →