Amazon listing & ad character limits

On Amazon the listing is the ad. Titles, bullets, and the Sponsored Brands headline each have caps that affect both ranking and conversion — here they are.

Amazon advertising leans on the listing itself: the title, five bullet points, and the product description carry the message, while Sponsored Brands adds a short custom headline. Titles can run to 200 characters but mobile shows far fewer, so the first words decide visibility in search.

Amazon (Listings & Sponsored Brands) character limits

FieldLimitNotes
Product title~200 charactersMobile shows ~80 — front-load brand + key terms.
Bullet point (each)~500 charactersFive bullets; lead each with the benefit.
Sponsored Brands headline50 charactersCustom headline above the brand's ad.
Product description / A+~2,000 charactersPlain description; A+ content replaces it visually.

Common Mistakes

  • Keyword-stuffing the 200-character title so it reads as spam and clips on mobile.
  • Writing feature-only bullets instead of benefit-led ones.
  • Ignoring the 50-character Sponsored Brands headline, the one piece of true ad copy.

Frequently Asked Questions

What is the Amazon product title character limit?

Most categories allow up to 200 characters, but mobile search shows roughly the first 80. Lead with brand and the highest-intent keywords.

How many bullet points does Amazon allow?

Five bullet points, each up to about 500 characters. Lead every bullet with the customer benefit, not just the spec.