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💡 Quick answer: Each Amazon bullet point is limited to 500 characters (approximately 75-85 words). Amazon allows up to 5 bullet points per listing. Bullets appear on your product page above the fold on desktop - they're often the first text buyers read after the title.
Amazon listing character limits at a glance
| Listing Section | Character Limit | Notes |
|---|---|---|
| Product title | 200 characters | Hard limit; search results truncate at 80-115 chars |
| Bullet point (each) | 500 characters | 5 bullets maximum per listing |
| Product description | 2,000 characters | ~300 words; below the fold |
| Backend search keywords | 250 bytes | Hidden from buyers; pure SEO |
How to write Amazon bullet points that convert
The best-converting Amazon bullet points follow a simple formula: Lead with a benefit in ALL CAPS, then explain the feature that delivers that benefit. This structure catches the eye of scanning buyers, communicates the benefit immediately, and uses the character limit effectively.
How many words is 500 characters on Amazon? ▼
500 characters is approximately 75-85 words depending on average word length. That's enough for one strong opening benefit statement and two to three supporting details.
Should I use all 5 Amazon bullet points? ▼
Yes - always use all 5 bullet points. Each unused bullet point is a missed opportunity to communicate value to buyers and include additional searchable keywords in your listing.
Check your bullets against the 500-character limit, plus your full listing, in the Amazon FBA Listing Optimizer. Free up to 800 words, and one Pro price unlocks all three professional tools.
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