What Are The Rules For Product Description On Amazon?

Are you struggling to create product listings that comply with Amazon’s guidelines and attract buyers? Understanding the rules for product description on Amazon is crucial for ensuring your listings are not only compliant but also compelling and effective.

Many sellers face challenges in navigating Amazon’s strict content policies, which can lead to listings being suppressed or even removed. 

Fortunately, knowing and adhering to Amazon’s rules for product descriptions can help you avoid these pitfalls. 

By following these guidelines, you can create optimized, informative, and engaging product descriptions that enhance your visibility and drive sales. 

Read on to discover the key rules for crafting successful product descriptions on Amazon and take your listings to the next level.

Rules for Product Description on Amazon

Here are some key rules for crafting product description on Amazon:

Relevant Information Only

  • Include only information related to the product.
  • Avoid unrelated details and off-topic content.

Clarity and Conciseness

  • Write clearly and concisely.
  • Ensure the description is easy to understand.

Consistency with Images

  • Ensure the product description matches the product images.
  • Provide accurate and consistent information across text and visuals.

No Testimonials or Quotes

  • Do not include testimonials or quotes of any kind.
  • Personal endorsements or reviews should not be part of the description.

No Promotional Messages

  • Avoid any promotional messages or attempts to promote other products.
  • Focus solely on the product being described.

Adhering to these guidelines helps maintain a professional and trustworthy presence on Amazon.

Ensures customers receive accurate and relevant information about your products.


Rules for Product Description on Amazon

Guidelines for Crafting Effective Product Description on Amazon

Here are some practical tips to help you craft compelling and compliant product description on Amazon:

Understand Your Audience

  • Know Your Customers: Identify your target audience and understand their needs, preferences, and pain points.
  • Address Needs: Tailor your descriptions to highlight how your product meets the specific needs of your audience.

Write Clear and Concise Titles

  • Keywords: Include relevant keywords for better search visibility. Place the most important keywords at the beginning.
  • Character Limit: Adhere to Amazon’s character limit for titles, which typically is 200 characters.
  • Clarity: Make the title clear and easy to read. Avoid keyword stuffing.
  • Information: Include essential information such as brand name, product name, color, size, and key features.

Craft Engaging Bullet Points

  • Five Bullet Points: Use up to five bullet points to highlight the main features and benefits of the product.
  • Conciseness: Keep each bullet point concise, ideally under 500 characters.
  • Readability: Use simple language and break complex information into digestible points.
  • Priority Information: List the most important features first.
  • Actionable Tone: Use an active voice and action words to engage customers.

 Product Description

  • Character Limit: The product description on Amazon should be between 1,000 and 2,000 characters.
  • Keywords: Include relevant keywords naturally within the description.
  • Detailed Information: Provide a comprehensive description of the product, including materials, dimensions, uses, and benefits.
  • Brand Story: If applicable, include a brief brand story or company values to build a connection with the customer.
  • Formatting: Use HTML tags for better formatting (e.g., bold, italics, paragraphs) but avoid overusing them.

Formatting Guidelines

  • Text Structure: Use short paragraphs and bullet points to enhance readability. Break down complex information into digestible sections.
  • HTML Usage: Utilize allowed HTML tags such as for bold, for italics, and for paragraphs to improve the visual structure of the description. Avoid excessive formatting.
  • Image Placement: Place high-quality images in the designated image slots. Do not embed images within the text of the product description.
  • Font and Style Consistency: Maintain a consistent font and style throughout the description for a professional appearance.


  • High-Quality: Use high-resolution images that clearly show the product.
  • Multiple Angles: Include images from multiple angles and lifestyle photos if possible.
  • Zoomable: Ensure images are zoomable to allow customers to see details.

 Search Terms

  • Backend Keywords: Use all five search term fields in the backend to include additional keywords that didn’t fit into the title or bullet points.
  • No Repetition: Avoid repeating keywords that are already in the title or bullet points.
  • Relevance: Only include relevant keywords. Irrelevant keywords can harm your product’s visibility.

Compliance with Amazon Policies

  • Adherence to Guidelines: Ensure that your product description complies with Amazon’s content guidelines and policies.
  • Regular Reviews: Periodically review and update your product descriptions to maintain compliance and reflect any changes in Amazon’s policies.
  • Avoid Violations: Monitor your listings to prevent potential policy violations that could result in account suspension or other penalties.
  • Stay Informed: Keep up-to-date with Amazon’s latest guidelines and adjust your descriptions accordingly.

Prohibited Practices

  • False or Misleading Information: Always provide accurate and honest product information. Do not make false claims or provide misleading details.
  • Keyword Stuffing: Avoid overloading the description with keywords. Integrate keywords naturally and ensure they enhance the readability and relevance of the description.
  • Prohibited Content: Exclude any offensive language, false claims, unauthorized brand names, or any content that violates Amazon’s guidelines.
  • Avoid Comparisons: Do not make direct comparisons to other products unless allowed by Amazon’s policies.

 Customer Focus

  • Benefits Over Features: Focus on how the product benefits the customer, not just its features.
  • Clear and Honest: Be clear and honest about what the product can and cannot do.
  • Address Pain Points: Address common customer pain points and how your product solves them.

 SEO Optimization

  • Keyword Research: Perform thorough keyword research to identify the best keywords for your product.
  • Natural Integration: Integrate keywords naturally to avoid disrupting the readability of the description.
  • Long-Tail Keywords: Use long-tail keywords to capture more specific searches.

 A+ Content (Enhanced Brand Content)

  • Brand Registry: If you are a registered brand, use A+ Content to enhance your product description with additional images, text, and comparison charts.
  • Engaging Layout: Use engaging and visually appealing layouts to present your product information.

Branding and Trademark Guidelines

  • Correct Usage: Use brand names, logos, and trademarks appropriately and in accordance with Amazon’s policies.
  • Intellectual Property: Respect intellectual property rights. Ensure that you have the right to use any brand names, logos, or trademarks included in the product description.
  • Brand Consistency: Maintain consistency in branding to build trust and recognition among customers.

By following these tips, you can create compelling and compliant product descriptions on Amazon that help your products stand out, improve search rankings, and ultimately drive sales.

Additional Best Practices To Write Product Description On Amazon

  • Emphasize Benefits: Focus on how the product benefits the customer, not just its features.
  • Use Active Voice: Write in an active voice to make the description more engaging.
  • Incorporate Social Proof: Mention the popularity or number of satisfied customers in a general sense, complying with Amazon’s rules.
  • Provide Clear Specifications: Include all relevant product specifications such as size, weight, material, and color.
  • Highlight Unique Selling Points (USPs): Emphasize what makes your product stand out from competitors.
  • Call to Action (CTA): Include a CTA like “Buy now” or “Add to cart” to encourage immediate purchase.
  • Mobile Optimization: Ensure descriptions are mobile-friendly, with the most important information at the beginning for better visibility on small screens.


Mastering the rules for product description on Amazon is key to standing out and boosting your sales. 

By ensuring your descriptions are clear, accurate, consistent with images, and free from prohibited practices, you can create compelling listings that attract and convert customers.

At TheTechLoad, we’re experts in crafting engaging, compliant product descriptions that not only meet Amazon’s guidelines but also captivate your audience.

Let us help you optimize your Amazon listings and maximize your sales potential.

The Rules For Product Description On Amazon: FAQs

Can I use HTML formatting in Amazon product descriptions?

Yes, you can use HTML formatting in Amazon product descriptions. While some sources may suggest that no formatting is allowed, this is not accurate. Amazon permits the use of certain HTML tags to format product descriptions. However, it’s important to note that excessive or unauthorized HTML formatting may not be permitted.

Are there any restrictions on the length of product descriptions on Amazon?

Yes, Amazon imposes restrictions on the length of product descriptions, typically allowing up to 2000 characters. Additionally, sellers must adhere to specific content guidelines, such as excluding information about awards and warranties.

Can I include links to external websites in Amazon product descriptions?

No, Amazon does not allow links to external websites in product descriptions. This policy benefits Amazon but limits customer access to additional information.

What should I do if my product description is flagged for violating Amazon’s guidelines?

If your product description is flagged for violating Amazon’s guidelines, take immediate action. If the violation is related to a specific product, consider removing it from your listings promptly. For issues with listing information, update it as soon as possible to ensure compliance with Amazon’s guidelines.

Can I include customer reviews or testimonials in my product descriptions on Amazon?

No, you cannot include customer reviews or testimonials in your product descriptions on Amazon. Amazon’s guidelines prohibit the inclusion of reviews, quotes, or testimonials within product descriptions.

How often should I update my product descriptions on Amazon?

It’s advisable to update your product descriptions regularly to ensure accuracy, relevance, and compliance with Amazon’s guidelines. Factors such as changes in product features, customer feedback, and market trends may warrant updates.

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