Amazon Sponsored Products pull directly from your product listing, where titles max at 200 characters (80 recommended for mobile), bullet points allow 500 characters each for sellers, and Sponsored Brands headlines cap at 50 characters. A January 2025 policy update banned certain special characters and limits word repetition in titles. Understanding these limits helps you create ad-ready listings that perform well in both organic search and paid placements.

This guide covers all Amazon advertising character limits and optimization strategies for Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.

Amazon Advertising Character Limits Quick Reference

Product Title Optimization for Sponsored Products

Why Titles Matter for Ads

Sponsored Products ads display your product title prominently in search results and product detail pages. The title is often the only text shoppers see before clicking, making it critical for ad performance.

How Sponsored Products use titles:

• Title displays directly in ad placements
• No separate ad copy option for Sponsored Products
• Title quality affects click-through rate (CTR)
• Poor titles waste ad spend on low conversions

Title Length Strategy

200 characters maximum (80 recommended)

While Amazon allows 200 characters, the recommended length is 80 characters. This ensures your complete title displays on mobile devices, where most Amazon shopping occurs.

Display by device:

• Mobile search: ~80 characters visible
• Desktop search: ~115-150 characters visible
• Product detail page: Full title shown

Optimization approach:

[First 80 chars: Brand + Product + Primary Feature]
[Chars 81-150: Secondary features, size, compatibility]
[Chars 151-200: Long-tail keywords, variants]

January 2025 Title Policy Changes

Amazon implemented significant title policy changes on January 21, 2025. These rules affect all listings, including those used in Sponsored Products campaigns.

New restrictions:

• Product titles capped at 200 characters (enforced)
• Same word cannot appear more than twice
• Special characters banned: !, $, ?, _, {, }, ^, ~, |
• Exception: Brand names may contain restricted characters
• 14-day compliance window for existing listings

Compliance tips:

• Audit current titles for banned characters
• Remove duplicate keywords (word can only appear twice)
• Check brand name exceptions in Seller Central
• Non-compliant listings may be suppressed from ads

Title Formula for Ad Performance

Recommended structure:

[Brand] [Product Type] [Key Benefit] [Size/Quantity] [Variant]

Example (78 characters): “Anker USB-C Charger 65W Fast Charging Power Adapter for MacBook iPhone Samsung”

What to include:

1. Brand name (required first)
2. Product type with primary keyword
3. Key differentiating benefit
4. Size, quantity, or count
5. Color or variant information

What to avoid:

• Promotional language (“Best Seller,” “Sale”)
• Banned special characters
• Word repetition beyond twice
• ALL CAPS (except brand names)
• HTML tags or code

Sponsored Brands Headline Limits

50-Character Custom Headline

Sponsored Brands campaigns allow a custom headline that appears above your featured products. This is separate from your product title and offers creative flexibility.

Headline specifications:

• Maximum: 50 characters (including spaces)
• Displays above featured products
• Appears in search results only
• Cannot contain brand name repetition from logo

Headline Best Practices

Effective headline formulas:

Problem-solution (48 chars): “Never Run Out of Power with Portable Chargers”

Value proposition (45 chars): “Premium Organic Skincare for Sensitive Skin”

Category authority (42 chars): “Award-Winning Dog Food Trusted by Vets”

What works:

• Clear value proposition
• Category-relevant messaging
• Action-oriented language
• Benefit-focused copy

What to avoid:

• Generic statements (“Quality Products”)
• Excessive punctuation
• Claims requiring substantiation
• Competitor brand mentions

Sponsored Brands Video Headlines

Sponsored Brands Video ads use the same 50-character headline limit. Video ads appear in search results and can significantly increase engagement.

Video headline tips:

• Complement visual content
• Avoid repeating video text
• Focus on single benefit
• Include call-to-action when space allows

Bullet Points: Seller vs. Vendor Limits

Seller Central Bullet Points (500 Characters)

Third-party sellers on Amazon typically have access to 5 bullet points with up to 500 characters each. These bullets appear in Sponsored Products ads on product detail pages.

Character allocation:

Format recommendation:

[FEATURE IN CAPS] - Detailed explanation with specific benefits and use cases that help customers understand value

Example (487 characters): “ULTRA-FAST CHARGING TECHNOLOGY - Our 65W GaN charger delivers full-speed charging to MacBook Air in just 2 hours, iPhone 15 Pro in 30 minutes to 50%, and Samsung Galaxy S24 in 45 minutes. The compact GaN III chip runs cooler than traditional chargers while delivering more power. Universal compatibility with USB-C devices including laptops, tablets, smartphones, and Nintendo Switch. Perfect for travel with foldable prongs and lightweight 3.5 oz design.”

Vendor Central Bullet Points (250-255 Characters)

Vendors (wholesale suppliers to Amazon) have different limits: 250-255 characters per bullet, but up to 10 bullets available.

Vendor bullet strategy:

• More bullets available (up to 10)
• Shorter length per bullet
• Focus on scannable, punchy content
• One benefit per bullet

Example (248 characters): “TRAVEL-READY DESIGN - Foldable plug and compact 3.5 oz form factor fits easily in laptop bags, purses, and carry-ons. 50% smaller than traditional chargers with the same 65W output power. Ideal for business travelers and digital nomads.”

Bullet Point Impact on Ads

Bullet points don’t display directly in Sponsored Products search ads, but they critically affect conversions once shoppers click through to your listing.

Why bullets matter for ad ROI:

• Shoppers scan bullets before purchasing
• Strong bullets reduce bounce rate
• Better conversions lower effective ACoS
• Bullets indexed for organic search

Product Description Specifications

2,000 Character Limit

Product descriptions support up to 2,000 characters, including any HTML formatting tags. Descriptions appear below bullet points on product detail pages.

Character breakdown:

• Plain text: Full 2,000 characters available
• HTML formatting: Tags count against limit
• Recommended content: 1,500-1,800 characters
• Leave buffer for HTML if using formatting

Description vs. A+ Content

Standard description:

• 2,000 characters
• Text-only (basic HTML)
• Indexed for search
• Default for non-Brand Registry sellers

A+ Content (Brand Registry required):

• Overrides standard description
• Rich media modules
• No character limit in traditional sense
• Module-specific text limits apply

A+ Content text limits per module:

• Standard text module: 6,000 characters
• Comparison chart: 250 chars per cell
• Image header: 500 characters
• Brand story: 450 characters per card

Description Best Practices

Structure for maximum impact:

[Opening hook - primary benefit, 150 chars]
[Feature expansion - details from bullets, 400 chars]
[Use cases - who benefits and how, 300 chars]
[Technical specifications - measurables, 300 chars]
[Trust elements - warranty, quality, brand, 250 chars]
[Call to action - purchase encouragement, 100 chars]

Do:

• Expand on bullet points
• Include secondary keywords
• Add trust and credibility elements
• Use short paragraphs

Don’t:

• Duplicate bullet content verbatim
• Stuff keywords unnaturally
• Include prohibited content
• Use excessive HTML that consumes characters

Backend Search Terms Strategy

250-Byte Limit

Backend search terms (also called hidden keywords) are invisible to shoppers but indexed by Amazon’s search algorithm. The limit is 250 bytes, which equals approximately 250 standard English characters.

Byte considerations:

• Standard letters: 1 byte each
• Accented characters: May use 2+ bytes
• Asian characters: Typically 3 bytes each
• Spaces: 1 byte each

Maximizing Backend Keywords

Include:

• Synonyms not in your title
• Common misspellings
• Alternative product names
• Spanish translations (for US market)
• Long-tail search phrases
• Related product categories

Exclude:

• Keywords already in title (redundant)
• Competitor brand names (policy violation)
• Subjective claims (“best,” “cheapest”)
• Temporary statements (“new,” “on sale”)
• ASINs or UPCs

Format tips:

• No commas needed (space-separated)
• No quotation marks required
• Singular vs. plural not needed (Amazon auto-matches)
• Lowercase sufficient (not case-sensitive)

Backend Keywords for Ad Performance

Strong backend search terms help your Sponsored Products ads appear for more relevant searches, improving campaign reach and efficiency.

Strategy:

1. Research customer search queries in Brand Analytics
2. Identify gaps between your title and actual searches
3. Add complementary terms to backend
4. Monitor search term reports for new opportunities

Sponsored Display Character Limits

Custom Creative Options

Sponsored Display campaigns offer optional custom creative elements beyond your standard product listing content.

Custom headline: 50 characters Logo requirements: 600x100px minimum Custom image: Lifestyle images allowed

Automatic Creative Generation

When you don’t provide custom creative, Sponsored Display uses your product listing content automatically.

What’s pulled from listings:

• Product title (full)
• Main product image
• Price and Prime badge
• Star rating and review count

Optimization for auto-creative:

• Ensure title reads well at any truncation point
• Use high-quality main images
• Maintain competitive pricing
• Build review count through quality

Amazon Stores Character Limits

Store Page Specifications

Brand Stores provide additional surfaces for Sponsored Brands traffic. Each page element has specific character limits.

Store Optimization for Ads

Sponsored Brands campaigns can link to Amazon Stores instead of product listings. Strong store content improves post-click conversion.

Store page tips:

• Clear navigation hierarchy
• Consistent brand messaging
• Featured products above fold
• Mobile-optimized layout

Frequently Asked Questions

Do Sponsored Products ads have separate character limits from listings?

No. Sponsored Products ads pull directly from your product listing. Your title, images, and price display exactly as they appear in your catalog. Optimizing your listing optimizes your ads.

What’s the difference between Seller Central and Vendor Central bullet point limits?

Sellers typically get 5 bullets with 500 characters each. Vendors get up to 10 bullets but only 250-255 characters per bullet. Check your specific category requirements in Seller Central or Vendor Central.

How does the January 2025 policy affect my existing Sponsored Products campaigns?

If your product titles contain banned characters (!, $, ?, _, {, }, ^, ~, |) or repeat words more than twice, your listings may be suppressed. Suppressed listings cannot run in Sponsored Products campaigns. Update titles immediately for compliance.

Should I use all 500 characters in each bullet point?

Not necessarily. Shorter, scannable bullets often convert better. Use 300-400 characters per bullet with clear benefit statements. Only extend to 500 when additional detail genuinely helps customers.

Can I use HTML in bullet points?

No. Bullet points are plain text only. HTML tags will display as text, wasting characters and confusing customers. Save HTML formatting for product descriptions only.

What characters can I safely use in Amazon titles?

Use standard letters, numbers, hyphens, and basic punctuation (periods, commas). Avoid !, $, ?, _, {, }, ^, ~, and |. When in doubt, keep titles clean and simple.

Key Takeaways

• Product titles: 200 characters max, 80 recommended for mobile visibility
• Sponsored Brands headlines: 50 characters for custom ad text
• Seller bullet points: 500 characters each, 5 bullets typical
• Vendor bullet points: 250-255 characters each, up to 10 bullets
• Product descriptions: 2,000 characters including HTML
• Backend search terms: 250 bytes for hidden keywords
• January 2025 policy: Banned special characters (!$?_{}^~|), word repetition limited to twice

Conclusion

Amazon Sponsored Products success starts with optimized product listings. Your title displays directly in ads with no separate creative, making the 80-character mobile-visible portion critical for click-through rates. Bullet points drive conversions after the click, with sellers getting 500 characters per bullet and vendors limited to 255. The January 2025 policy changes require immediate attention if your titles contain banned characters or excessive word repetition. Strong backend search terms expand your ad reach without cluttering visible content. Try our free letter counter → to verify your Amazon listings meet all character limits before launching your next Sponsored Products campaign.