Advice Needed: New 100 Character Limit on Bullet Points
(Not Brand Registered yet)
My Bullets on my current listing were pushed through using Seller Support, using 500 characters for each bullet, with a total of 2500 characters, a couple of months ago.
Now, the manual editing page says only 100 characters per line max!
The Help page: Amazon
says I shouldn’t go over 1000 characters total. But if there’s a limit of 100 per bullet, then the max is 500, which contradicts the help page.
Seller support says I have a 250 character limit, but my listing won’t be suppressed even though it’s got 500 for each bullet.
Questions:
Do the limits get more restrictive if a seller is trying to make changes?
Do the limits depend on the category? If so, is 100 the new limit for Health Supplements?
Should I try to push my edits through using a flat file instead?
Or should I just wait until I’m Brand Registered?
Or should I count my blessings and leave well enough alone?
Obviously I don’t want only 100 characters, especially when all my competitors are using 250 to 500 for their bullets.
Advice Needed: New 100 Character Limit on Bullet Points
(Not Brand Registered yet)
My Bullets on my current listing were pushed through using Seller Support, using 500 characters for each bullet, with a total of 2500 characters, a couple of months ago.
Now, the manual editing page says only 100 characters per line max!
The Help page: Amazon
says I shouldn’t go over 1000 characters total. But if there’s a limit of 100 per bullet, then the max is 500, which contradicts the help page.
Seller support says I have a 250 character limit, but my listing won’t be suppressed even though it’s got 500 for each bullet.
Questions:
Do the limits get more restrictive if a seller is trying to make changes?
Do the limits depend on the category? If so, is 100 the new limit for Health Supplements?
Should I try to push my edits through using a flat file instead?
Or should I just wait until I’m Brand Registered?
Or should I count my blessings and leave well enough alone?
Obviously I don’t want only 100 characters, especially when all my competitors are using 250 to 500 for their bullets.
14 replies
Seller_3xzzvSHLus4PH
To add to the confusion, I just downloaded the listing template for the category and it says this:
“An alphanumeric string; 500 characters maximum length per bullet point. Please do not include an actual bullet point object, just the text used to describe your product. Note: Type 1 High ASCII characters (®, ©, ™, etc.) or other special characters are not supported.”
What the heck?!?!?! 
Seller_3xzzvSHLus4PH
Anyone know why the manual edit page says 100 characters max, but the flat file template says 500?
Seller_vEGBZmGzvKttn
Less is more.
Do you read a wall of text in bullet points? Will your customers read it? You’re better off trying to make some infographics as images to convey your message. It’s pretty clear a lot of buyers don’t read the bullets points or description, especially if they’re shopping on a phone. A lot of times they may just flip through the images and that’s it.
That being said, it’s not surprising to see different guidance in different places. Different teams in Amazon are responsible for updating different information and they don’t always communicate well amongst each other.
Seller_3N7yVnTXPzLkL
Here is an Amazon change which is for the better.
The abuses of bullet points have been widespread and too many listings have bullets which are essays not bullet points. Other are just incoherent, and illiterate.
Fewer words in the bullet points might even reduce the number of listings which are closed by amabots.
Seller_T5Mv3ZCUSh7Zl
Why would you possibly need more than 100 characters in the features?
Seller_3xzzvSHLus4PH
Once again, people going onto some tangent and not answering the questions originally asked.
It’s not helpful!
Does anyone want to actually answer any of my questions?
Seller_jTjh2jXjnhBi8
I can’t speak to the contradiction, but the first point on the Help Page you linked says:
Some bullet points are so long that customers have to click a more button to see all of them. Some bullet points are stuffed with keywords and are not easy to read.
If it’s not allowing more than 100 characters, I’d say to add the most relevant details concisely.
As a bonus, all my sentence (aside from the quote) are less than 100 characters.
You can communicate effectively while still being concise.
Seller_dKThEYOBQ6L4p
Are brand registered sellers allowed more? I am brand registered and am not seeing any limit.
