Amazon bullet points: the rules, the limits and examples that pass

The “About this item” bullets are the first long text a shopper reads, and since August 15, 2024 Amazon has checked them against a published set of requirements. Bullets that break the rules can be removed or rewritten by Amazon without asking you first.

The limits

• 10 to 255 characters per bullet
• At least three bullets; most categories give you five
• Each bullet says something the others do not

Short bullets are not a problem. A bullet that runs to the full 255 characters usually holds two ideas that would read better as two bullets.

How a bullet has to be written

• Begin with a capital letter.
• Write a sentence fragment, and do not end it with punctuation.
• Separate phrases inside a bullet with a semicolon.
• Spell out numbers one to nine, except in names, model numbers and measurements.
• Put a space between a number and its unit: 60 ml, not 60ml.

What is not allowed

• Special characters and emoji: ™, ®, ©, €, arrows, check marks, decorative symbols
• Placeholder text: N/A, not applicable, TBD
• Prices, promotions and shipping: free shipping, on sale, 20% off
• Guarantee and refund language: money-back guarantee, full refund
• Company details, links, email addresses or phone numbers
• Claims you cannot support: environmental claims such as eco-friendly, medical claims, #1 or best-selling
• ASINs and references to other listings

A structure that works

A bullet is easiest to scan when it opens with what the benefit is and follows with the detail that proves it:

Benefit in a few words: the specific detail that makes it true

Five bullets, five different questions answered:

1. What is it and how much do I get
2. What does it do for me
3. What is in it, or what is it made of
4. How do I use it
5. Who is it for, and what should I know before buying

Before and after

Before, a typical bullet that breaks four rules at once:

✅ BEST VALUE!!! Get 200 tablets for the price of 100 – 100% money-back guarantee, order now.

It uses an emoji, a superlative, a promotional hook, guarantee language and end punctuation.

After, 133 characters:

One tablet a day: a 200-count bottle covers more than six months of daily support, so you reorder twice a year instead of every month

Same selling point, stated as a fact, and nothing Amazon’s checker objects to.

Two more that pass:

Six key functions: nutritional support for physical energy, immune health, cell health, healthy blood pressure, heart health and muscle function

A simple routine: take one tablet with a meal at any time of day, with nothing to measure, mix or refrigerate

Bullets and search

Bullets are indexed for search, so they are the place for the keywords that did not fit in the 75-character title. Two cautions:

• Use each keyword where it reads naturally. A bullet stuffed with search phrases converts worse and gains nothing.
• Do not repeat in the bullets what the title already says, and keep the backend search terms for the words neither of them covers.

Checklist

• Three to five bullets, each 10 to 255 characters
• Capital letter first, no full stop at the end
• No emoji, symbols, prices, promotions or guarantees
• Every claim is one you can support
• No bullet repeats another, or the title

Where Cobalt12 fits

Cobalt12 writes the five bullets from a competitor audit of your category and meters each one against the limit. Claims it cannot ground in what you told it or what is printed on the pack are flagged for you to check rather than published. You can try it on your own product; the first listing is free.

The description that follows the bullets has rules of its own: see product description rules. For why specific, checkable bullets matter more now, see how Amazon Rufus reads a listing.

This article reflects Amazon’s published bullet point requirements as of September 2026. Category style guides can add rules of their own, so check Seller Central help for yours.