Amazon listings, by the rules
Practical guides to what Amazon checks on a listing — titles, bullets, backend keywords, images — written by the people who build Cobalt12.
- 18 September 2026 · 6 min read
Amazon Item Highlights: the 125-character field, explained with examples
Item Highlights is the new searchable line under every Amazon title. What goes in it, what Amazon rejects, how it is shown on phones and desktops, and a formula with before-and-after examples for the 125 characters.
Read the guide - 18 September 2026 · 8 min read
Amazon listing audit checklist: 30 checks before you publish or relaunch
A field-by-field audit of an Amazon listing you can run in twenty minutes. Title, Item Highlights, bullets, description, backend keywords, images, attributes and the suppression traps that hide in each, with the numbers Amazon checks against.
Read the guide - 18 September 2026 · 7 min read
How Amazon Rufus reads your listing, and which fields to fill for it
Amazon's shopping assistant answers questions by reading listings, not keywords. Which fields it draws on, why structured attributes and the description matter more than they used to, and a practical order for filling them.
Read the guide - 18 September 2026 · 6 min read
Amazon product description rules: 2,000 characters, no HTML, and what to put in them
The description is the field most listings waste. The 2,000-character limit, why HTML no longer works, what Amazon bans, how it relates to A+ Content, and a five-paragraph structure with a worked example.
Read the guide - 17 September 2026 · 6 min read
Amazon’s 75-character title rule: what changed and how to rewrite your titles
Since July 27, 2026 Amazon product titles must fit in 75 characters, with a new 125-character Item Highlights field beside them. What moved, what Amazon rewrites for you, and a method that keeps your keywords.
Read the guide - 17 September 2026 · 6 min read
Amazon bullet points: the rules, the limits and examples that pass
Amazon checks bullet points automatically and can remove the ones that break its rules. The length limits, what is banned, a structure that works, and before-and-after examples.
Read the guide - 17 September 2026 · 5 min read
Amazon backend keywords: how to use all 250 bytes
The search terms field is limited to 250 bytes, not characters, and going over can cost you the whole field. What counts, what Amazon ignores, and a method for filling it without wasting a byte.
Read the guide - 17 September 2026 · 5 min read
Amazon main image requirements: the checklist that keeps a listing live
The main image is the one picture Amazon polices hardest. Pure white background, 85% of the frame, no text, at least 1000 px for zoom. The full checklist, the common reasons listings get suppressed, and what the other six images are for.
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