Amazon listing requirements, in plain language

Product title

Applies to all product types except media products.

• At most 75 characters, including spaces. Extra detail goes into the item highlights field (up to 125 characters, comma-separated phrases).
• None of these characters: ! $ ? _ { } ^ ¬ ¦. Characters such as ~ # < > * only where they mean something (a model number, a measurement), never as decoration.
• The same word at most twice. Prepositions, articles and conjunctions are exempt; brand names are not.
• No promotional phrases such as “free shipping” or “100% quality guaranteed”, and no subjective claims such as “best seller” or “hot item”.
• Not everything in capitals. Capitalise the first letter of each word, except prepositions, conjunctions and articles.
• No emoji or symbols at the start of words; use only standard letters and numbers plus normal punctuation (- / , & .).
• Use numerals (“2” rather than “two”); measurements may be abbreviated (cm, kg, oz).
• No price, quantity in stock, seller or company information in the title.
• Order: brand, flavour or style, product type, key feature, colour, size or pack count, model number.
• Variations: size and colour belong in the child title, not in the parent title.
• No brand? Enter “generic” as the brand and leave the brand out of the title. Brand names with forbidden characters go in the brand field.

Bullet points (key features)

• Highlight the five most important features, for example dimensions, age suitability, country of origin, warranty.
• Start each bullet with a capital letter; write fragments without closing punctuation.
• Write numbers as numerals and spell out units of measure.
• Separate phrases within a bullet with semicolons; no hyphens, symbols, full stops or exclamation marks.
• No promotional or price information, and no shipping, seller or company information.
• Be specific; no vague statements.

Product description

• Describe the main features: size, style, what the product is used for; include accurate dimensions, care instructions and warranty information.
• Correct grammar and complete sentences.
• No HTML, JavaScript or other code. Only a line break (</br>) is tolerated in the description in special cases.
• No seller name, e-mail address, website URL or company information.
• No details about another product, and no promotional language such as “sale” or “free shipping”.

Images

• Pure white background for the main image; the whole product visible, filling at least 80% of the image.
• Large enough to zoom in on without blurring.
• Only what the customer receives: no accessories or products that are not part of the offer.
• No borders, watermarks, text, logos or other decoration; no placeholders such as “no image available”.
• No drawings or sketches, no coloured backgrounds or lifestyle pictures as the main image, not several colours of the product in one image.

On every product page

• Content in the local language of the store you sell in.
• No contact details: phone numbers, postal or e-mail addresses, social media names or website URLs.
• No reviews, quotes or testimonials, and no requests for positive reviews.
• No availability, price or condition information, and no time-sensitive information such as event dates.
• Only GTINs you own or may use; submissions with unauthorised GTINs are blocked.
• No duplicate page for a product that already exists; a new version or another brand gets a new ASIN.