Amazon Bullet Points 2026: The Ultimate Optimization Guide

A staggering 67% of Amazon shoppers browse on mobile devices, where only the first 70-80 characters of each bullet point are visible before being truncated. If a product’s key benefits are buried at character 150, they are invisible to the majority of potential buyers. This reality underscores a critical gap in many sellers’ listing optimization strategies.

Most guides on Amazon bullet points focus on desktop optimization, a platform that offers more visual real estate. However, the mobile shopping experience presents a fundamentally different layout, characterized by collapsed bullet points, alternative content placement, and aggressive text truncation. Optimizing for desktop alone means neglecting the largest segment of the audience.

This guide provides a comprehensive framework for crafting Amazon bullet points that perform effectively on any device. It covers the specific character limits Amazon enforces by category in 2026, mobile-first optimization tactics, a strategy for keyword front-loading, and a methodology for A/B testing bullet point order to maximize conversion. The focus is on providing actionable data, including category-specific limits and a psychological hierarchy for structuring benefits, to give sellers a competitive edge.

TLDR: Key Takeaways

• Mobile-First is Mandatory: With over 60% of traffic from mobile, bullet points must be optimized for truncation. Front-load the most critical benefit and keyword within the first 70-80 characters.
• Character Limits Vary: Amazon enforces different character limits by category, ranging from 200 to 500 characters. Exceeding these can lead to suppression.
• Hierarchy Matters: Structure your bullets strategically: primary benefit, secondary benefit, trust builder, technical specifications, and objection handler.
• Benefit-First, Not Feature-First: Lead with the outcome for the customer. Instead of “Durable steel construction,” write “WITHSTANDS HEAVY USE – Forged from industrial-grade steel for longevity.”
• Keywords are Crucial, Not Clutter: Place high-priority keywords within the first 10 words, but avoid stuffing. Amazon’s algorithm understands context, so readability for the human shopper is paramount.
• A/B Test Everything: Use Amazon’s “Manage Your Experiments” tool to test bullet point order, content, and length. Data-backed decisions outperform guesswork.
• Policy Compliance is Non-Negotiable: Avoid promotional language (“#1 rated”), pricing claims, and HTML tags to prevent automatic edits or listing suppression.

What Are Amazon’s Bullet Point Character Limits by Category?

Amazon enforces different character limits for bullet points depending on your product category, ranging from 200 to 500 characters per bullet.

Understanding these technical constraints is the first step in effective bullet point construction. Amazon allows sellers to create up to five bullet points, while participants in the Vendor Program may have up to ten. It is crucial to use all available slots, as empty fields represent missed opportunities to inform and persuade.

However, the permissible length of these bullet points is not uniform across the platform. Character limits vary significantly by product category, a detail many sellers overlook. Adhering to these limits is essential, as violations can result in content not being displayed or, in some cases, the entire listing being suppressed.

Here is a breakdown of the character limits for several key categories as of 2026:

Vendors, despite having more bullet point slots, often face stricter limits, typically between 250-255 characters per bullet.

For international sellers, particularly in marketplaces like Japan, the constraint is measured in bytes, not characters. A Japanese character can be up to three bytes, requiring a different approach to content length calculation. Knowing these limits is foundational, but the real challenge lies in crafting content that remains impactful when most shoppers will not see the full text.

Why Do Amazon Bullet Points Look Different on Mobile vs Desktop?

Mobile devices truncate bullet points after 70-80 characters and display only three bullets by default, hiding your key benefits from over 60% of Amazon shoppers.

The strategic importance of mobile optimization cannot be overstated. With over 60% of Amazon’s traffic originating from mobile devices, the mobile view is, for all practical purposes, the primary view. The differences in how bullet points are displayed between mobile and desktop are stark and have significant implications for content strategy.

On a mobile device:
* Aggressive Truncation: Only the first 70-80 characters of each bullet point are visible. The rest is hidden behind a “see more” link.
* Limited Visibility: Typically, only the first three bullet points are shown by default. A user must actively tap to expand and view all five.
* Different Placement: Bullets appear below the A+ Content, much further down the product detail page, unlike the desktop view where they sit alongside the product images.

This experience contrasts sharply with the desktop view, where all five bullet points are fully visible alongside the product images, offering a much larger canvas for information.

This discrepancy creates the “truncation trap.” A seller might write a detailed, 250-character bullet point where the core benefit is explained at character 100. On desktop, this reads perfectly. On mobile, the shopper only sees the introductory phrase, such as “Premium quality stainless steel construction with…” and the key benefit remains unseen. This disconnect can lead to a drop in conversions as shoppers, unable to quickly scan for value, move on to a competitor’s listing. The only effective strategy is to design for the mobile experience first.

How Should You Place Keywords in Amazon Bullet Points?

Place your highest-priority keyword within the first 10 words of each bullet point to ensure visibility before mobile truncation and signal relevance to Amazon’s A10 algorithm.

To serve both search engine optimization (SEO) and user conversion, a tactical approach to keyword placement is necessary. The goal is to integrate keywords naturally without sacrificing readability—a method best described as “keyword front-loading.”

The core principle is the 10-Word Rule: Place the highest-priority keyword for a given bullet point within the first 10 words. This ensures the term is visible before mobile truncation and signals its relevance to Amazon’s A10 search algorithm.

Combine this rule with the Benefit-First Formula: Structure each bullet as [Benefit] + [Proof/Specification] + [Why It Matters].

Consider these examples:
* Original: “This tool is made from durable materials and has a non-slip grip.”
* Optimized: “NON-SLIP GRIP keeps tools secure during wet conditions – no more dropped wrenches or project delays.”
* Original: “Our water bottle is insulated.”
* Optimized: “KEEPS DRINKS COLD FOR 24 HOURS – Triple-layer vacuum insulation maintains beverage temperature all day, from your morning commute to your evening workout.”

It is a common misconception that keywords must appear as exact-match phrases. Amazon’s algorithm is sophisticated enough to understand context and the relationship between words. It is not necessary to repeat the same keyword across all five bullets. A more effective approach, aligned with the TFSD Framework, is to distribute different target keywords strategically across the title, bullets, and Amazon Backend Keywords.

Tools with coverage indicators, such as those available from Keywords.am, can help visualize this distribution, showing whether keywords are present as an exact match or if all the individual words are included, confirming coverage without forcing awkward phrasing.

Which Amazon Bullet Point Should Go First?

Structure bullets in psychological order: primary benefit first, secondary benefit second, trust builder third, technical specs fourth, and objection handler fifth.

Once the keyword strategy is defined, the next step is to order the bullet points. This order should not be random; it should follow a psychological hierarchy designed to address a shopper’s needs in a logical sequence, particularly within the constraints of the mobile view.

The 5-Bullet Hierarchy Framework provides a proven structure:

The logic behind this hierarchy is driven by the mobile experience. Bullets 1 and 2 are prime real estate, as they are the most likely to be seen without any user interaction. They must carry the weight of the conversion argument. Trust builders and technical details follow, catering to shoppers who are already engaged enough to expand the content. This structure is a strong starting point, but its effectiveness should always be validated through testing.

How Can You A/B Test Amazon Bullet Points?

Use Amazon’s Manage Your Experiments tool to test bullet point content, order, and length, running experiments for 8-10 weeks to achieve statistically significant results.

Assumptions about what messaging converts best are often wrong. Amazon provides a powerful tool, “Manage Your Experiments,” that allows sellers to replace guesswork with data. This feature enables A/B testing, where two versions of content are shown to different segments of traffic to determine which one performs better.

Sellers can test several variables within their bullet points, including the content itself, the order of the bullets, their length, and the inclusion of specific keywords. To be eligible for this tool, one must have a Professional Seller account and be enrolled in the Amazon Brand Registry. More details are available in Amazon’s official Manage Your Experiments documentation.

The process is straightforward: Amazon splits traffic between the current version (Version A) and the new version (Version B), measuring key metrics like units sold, conversion rate, and total sales. For the results to be statistically significant, it is recommended to run experiments for a minimum of 8 to 10 weeks.

A critical best practice for testing is to isolate variables. If the goal is to test the bullet point hierarchy, only the order of the bullets should be changed, with the content of each bullet remaining identical between the two versions. Testing multiple changes at once makes it impossible to know which element was responsible for the change in performance. Additionally, avoid running tests during major sales events like Prime Day, as the unusual traffic patterns can skew the data.

What Gets Your Amazon Listing Suppressed in 2026?

Amazon’s automated systems now detect and penalize promotional language, pricing references, shipping claims, time-sensitive language, and competitor mentions in bullet points.

Policy compliance is a critical, and often overlooked, aspect of Amazon Listing Optimization. An August 2024 policy update saw Amazon tighten its enforcement on bullet point content, implementing automated systems to detect and act on violations.

To avoid having a listing suppressed or automatically edited by Amazon’s AI, sellers must avoid the following types of content in their bullet points:

• Promotional Language: Claims like “Best seller,” “#1 rated,” or “Award-winning” are prohibited unless they can be substantiated.
• Pricing References: Any mention of price, discounts, or value claims (e.g., “50% off,” “Best value”).
• Shipping Claims: Statements related to logistics, such as “Free shipping” or “Fast delivery.”
• Time-Sensitive Claims: Language that creates false urgency, like “Limited edition” or “While supplies last.”
• Competitor Mentions: Directly or indirectly referencing competitor brands (e.g., “Better than Brand X”).

If a listing is flagged for a violation, Amazon’s system may rewrite the bullet points with generic, AI-generated text or suppress the listing from search results entirely. Furthermore, it is a common point of confusion, but HTML is not allowed in bullet points. While some HTML tags work in the main product description, they are forbidden in the bullet point fields. All content should be plain text.

What Makes a Good Amazon Bullet Point vs a Bad One?

Good bullet points lead with specific benefits and proof within 70 characters, while bad ones bury value in feature-focused, policy-violating text.

Theory is helpful, but concrete examples make the principles clear. Here are three before-and-after examples demonstrating the shift from feature-focused, non-compliant text to benefit-driven, optimized content.

Example 1 – Kitchen Knife
* BAD: “This knife is made from high-quality stainless steel material that provides excellent durability and long-lasting sharpness for all your cutting needs in the kitchen when preparing meals.”
* GOOD: “STAYS SHARP 3X LONGER – German stainless steel blade holds its edge through 500+ uses before needing sharpening, saving you time and frustration.”

Example 2 – Fitness Tracker
* BAD: “Waterproof fitness tracker with heart rate monitoring and sleep tracking features compatible with iOS and Android devices for comprehensive health monitoring.”
* GOOD: “SWIM-PROOF TO 50M – Track laps, strokes, and heart rate underwater with no protective case needed, so you never miss a yard of data.”

Example 3 – Dog Leash
* BAD: “High quality dog leash perfect for walking your pet made from durable materials best seller on Amazon.”
* GOOD: “ABSORBS SUDDEN PULLS – Elastic shock-absorbing section protects your shoulder from strain when your dog lunges unexpectedly at squirrels.”

These examples illustrate four key principles: lead with the outcome, use specific numbers as proof, write for the real-world use case, and ensure the core message is delivered before the mobile truncation point.

FAQ – Amazon Bullet Points Questions

1. How many bullet points can I have on Amazon?
Sellers are allocated five bullet points, while vendors can have up to ten. It is recommended to use all available slots, but ensuring each one is high-quality is more important than simply filling the space.

2. What is the character limit for Amazon bullet points?
The limit varies by category. Most common categories allow between 200 and 250 characters per bullet. However, Industrial, Scientific, and other technical categories may permit up to 500 characters. Always refer to Amazon’s official category style guide for the precise limit for your product.

3. Can I use HTML in Amazon bullet points?
No. Amazon’s policy prohibits the use of HTML in bullet points. The fields are plain text only, and any attempt to use formatting like bolding or line breaks will not render correctly and may lead to display errors.

4. How do I check if my bullet points are too long?
Use a reliable character counter and compare the count against the specific limit for your product’s category. Listing optimization tools, such as the TFSD editor from Keywords.am, can provide real-time character and byte counts tailored to different Amazon marketplaces.

5. Do bullet points affect Amazon SEO?
Yes, absolutely. Amazon indexes the content of bullet points for its search algorithm. Strategic placement of relevant keywords helps improve a listing’s visibility. However, keyword stuffing is detrimental as it reduces readability and harms conversion rates.

6. Why do my bullet points look different on mobile?
The mobile view is designed for smaller screens and truncates bullet points after approximately 70-80 characters. It also shows fewer bullets by default. Given that over 60% of Amazon’s traffic is mobile, optimizing for this truncated view is essential.

7. Can I A/B test my Amazon bullet points?
Yes, if you have a Professional Seller account and are enrolled in the Brand Registry, you can use Amazon’s “Manage Your Experiments” tool. It is recommended to run tests for at least 8-10 weeks to gather enough data for a confident result.

8. What words are banned in Amazon bullet points?
Avoid any subjective or promotional claims (“best seller,” “#1”), pricing or shipping information, time-sensitive language, and unsubstantiated superlatives. Violating these rules can cause Amazon to auto-edit your content or suppress your listing.

Conclusion

The era of writing Amazon bullet points for a desktop screen is over. With the majority of shoppers using mobile devices, a new, more disciplined approach is required. The 70-80 character truncation point is the single most important constraint to design for, forcing sellers to front-load value and be concise.

By understanding the specific character limits for your category, adopting the 5-bullet hierarchy, and writing benefit-first copy, you can create listings that communicate value effectively on any device. The most successful sellers will validate these changes through rigorous A/B testing, allowing customer behavior to guide their optimization strategy.

As an immediate action, review the top-selling listing in your catalog. If the primary benefit of the product is not clearly stated within the first 70 characters of the first bullet point, rewrite it. This single change can have a measurable impact on conversion.

For sellers managing a large number of listings, tools that streamline this process are invaluable. The Keywords.am TFSD editor, for example, displays character counts specific to each marketplace and uses Coverage Indicators to highlight where keywords land in each field. To identify which of your product listings need the most urgent attention, start a free audit.