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Amazon product description: the character limit, HTML rules and what to write

By Listing Mammoth team ·

The rule

Don't use HTML, JavaScript, or other types of code in your product detail pages. As a special case, you can use line breaks in the description.

Source: Amazon Seller Central, Product detail page rules · checked October 22, 2026

Short answer

An Amazon product description is plain text. Amazon doesn't allow HTML, JavaScript or other code, except line breaks [1]. Amazon staff say to use up to 2,000 characters [4], and Amazon's seller blog says limits vary by category [5]. Keep prices, links, contact details, reviews and promotions out [1]. If your listing has A+ Content, the description isn't shown [6].

Amazon product description rules, in short:

  • No HTML. Amazon's detail page rules say not to use HTML, JavaScript or other code. The one exception is a line break [1].
  • Up to 2,000 characters is the figure Amazon staff give [4]. Amazon's own seller blog adds that the limit varies by category [5].
  • What to write: plain sentences about features, uses, dimensions, care and warranty [1][11].
  • What not to write: no prices, contact details, links, reviews or promotions [1][11].
  • A+ Content: if your listing has it, the description is not shown on the detail page [6].

That's the short version. The longer one matters because most of the advice still online about formatting a description was written before July 17, 2021. That's the date Amazon stopped showing HTML formatting in US product descriptions [2]. Old templates full of <b> and <ul> tags now lose their formatting or whole lines. This guide covers what Amazon allows today, where its own pages disagree, and how to write a description that still does a job. It uses Amazon's help pages and staff posts as checked on October 22, 2026.

The product description at a glance

ItemWhat Amazon saysSource
Length"Use up to 2,000 characters" (Amazon staff); limits "vary by product category"[4][5]
HTMLNot allowed; line breaks are the only exception[1][2]
Shown whenThe listing has no A+ Content[6]
SearchableKeywords are matched against information "such as title and description", but Amazon may not use all of it[7]
Banned contentPrices, availability, contact details, URLs, reviews, quotes, promotions, time-sensitive information[1]
CapitalsNot all capitals; no emojis or symbols at the start of words[1]

Can you use HTML in an Amazon product description?

No. Amazon's product detail page rules ask sellers to "refrain from using HTML, JavaScript, or other code". In the section on writing listings they add: "Don't use HTML, JavaScript, or other types of code in your product detail pages. As a special case, you can use line breaks </br> in the description" [1].

So bold text, bullet lists, headings, tables, links, fonts and CSS are all out. Line breaks are the only formatting Amazon names as allowed.

What changed in July 2021

Before 2021, many sellers used a handful of HTML tags to format descriptions. Amazon announced in a Seller Forums news post that "after July 17, 2021, we will stop supporting the use of HTML tags in the product description on product detail pages." It gave two reasons: security for customers, and listing on "non-HTML devices" [2].

The same post said what happens to a description that still has tags: "if you use HTML tags in one line of a product description, the line might be removed or shown without HTML formatting, depending on the usage of the tag" [2]. That second outcome is the one to worry about. A tag-heavy description can lose sentences without any error message.

Amazon's Global Selling team published the dates for other stores: June 27, 2021 for Japan, Mexico, Australia, Singapore, the UAE and Saudi Arabia, July 19 for Europe and July 26 for India. Its Q&A also said the rule applies to every listing, not just new ones [3].

Why old guides still say <p> and <b> are fine

Older Amazon style guides allowed some tags. One 2016 category style guide told sellers "Do not use any HTML other than <p> and </p>" in the description [10]. Third-party articles copied that advice, and some still repeat it. Amazon's current rule, in force since 2021, replaced it [1][2]. If a guide tells you which tags are safe and doesn't mention 2021, it's out of date.

The line break: what Amazon writes, and what to test

Amazon's rules page writes the exception as </br> [1], and its 2021 listing guide uses the same form [8]. That isn't standard HTML. The standard tag is <br> (or <br />), and sellers on Amazon's forums point out the mismatch [12].

Our advice: put each short paragraph on its own line. Amazon's rules don't say more about the line break than the sentence above [1], so after Amazon processes the change, preview your live listing on a phone and a computer and check that the breaks show where you want them.

Amazon product description character limit

Amazon staff give the figure directly. Dougal_Amazon's listing guide in the New Seller Community, updated in 2026, says: "Use up to 2,000 characters to describe features, usage, and what makes your product stand out" [4]. Seller questions in Amazon's forums describe the same 2,000-character field [6]. Older Amazon category style guides say "Limit to 2,000 characters" as well [10].

Two Amazon pages complicate this:

  • Amazon's seller blog says "Amazon product description character limits vary by product category, so be sure to review category-specific guidance" [5].
  • Amazon's error-code help page gives, as an example, "a description that exceeds 1000 characters" causing an upload error [9]. That is an example, not a stated limit, but it suggests the limit may not be the same everywhere.

So treat 2,000 characters as the usual ceiling, and check the limit for your own product type in Seller Central before you write to it. If you upload with a category template, check the description field on the template's Data Definitions tab.

Amazon's staff post gives the limit in characters [4]. We couldn't confirm whether Seller Central counts an accented letter or symbol as one character, so if you use them, our advice is to leave some room under 2,000 and check that the full text shows on your live listing.

How long should it be?

Amazon doesn't set a minimum. Its advice is about content, not length. Describe the main features, include accurate dimensions and care and warranty information, and use complete sentences [11]. Its seller blog suggests treating descriptions as "short buying guides that include who the product is for, what problem it solves, and key benefits instead of just features" [5].

Our advice: a few hundred words is enough for most products. That leaves room for the facts that don't fit in five bullets. Don't pad to reach 2,000 characters. If you have the facts, use the space; if you don't, stop.

Does the description show on your listing?

Not always. When a listing has A+ Content, the description isn't displayed. Amazon's Michelle_Amazon put it plainly on the forums: "When you have A+ content, there is no need to add the Product Description to your listing as it will not be displayed on the detail page as the A+ overrides it" [6].

A+ Content is available to brand owners through Brand Registry [3]. If you have it, the description still matters as a fallback. Our advice is to keep it accurate and filled in, because Amazon's help pages treat it as standard listing content [7], and the next point shows why an empty one can hurt.

Leaving it empty can cause problems

Amazon's 2021 listing guide said listings without a product description could be suppressed in most categories, and named only a few exceptions, such as apparel, shoes, automotive, books, and software and video games [8]. In one seller thread, Seller Central showed the error "'Product Description' is required but not supplied" under the field on the Edit page [13]. Whether the field is required depends on the product type.

Amazon says shoppers' keywords are "matched against information such as title and description that you provide for a product" [7]. It also says it may not use all of it: "We reserve the right to not use all supplied content from the product description, including bullet points, for retrieving products in customers' shopping search results" [7]. Reasons it lists include search efficiency and "potential manipulation of shopping results" [7].

Amazon's seller blog adds two points. Write your own description: "Copying manufacturer content can hurt your ranking in search results." And answer frequently asked questions, because Rufus, Amazon's shopping assistant, "can search through product details, reviews, and Q&A content" [5].

Our reading: the description is a place for full sentences that cover what shoppers ask, not for a keyword list. Your title, Item Highlights and bullets carry the main search phrases. The description backs them up with detail.

What not to put in a product description

Amazon's detail page rules list content that isn't allowed in titles, descriptions, bullet points or images [1]:

  • phone numbers, addresses, email addresses or website URLs
  • availability, price or condition
  • links to other websites for ordering, and alternative shipping offers such as free shipping
  • reviews, quotes or testimonials, and requests for positive reviews
  • adverts and promotional material
  • time-sensitive information, such as dates of tours, seminars or lectures
  • obscene or offensive content, and spoilers for books, music and video
  • brand-specific information on a generic listing, and restricted phrases such as "FSA/HSA eligible"

The same page asks for capital letters only at the start of each word and bans all-capital text in titles, bullet points and descriptions. It also bans emojis or symbols at the start of each word [1]. Amazon's listing guide adds: no seller name, no company-specific information, and no details about other products you sell [11].

Claims need care too. Amazon says product information "must be accurate and trustworthy, and not mislead customers," and points to its prohibited product claims policy [1]. Amazon's bullet point rules list words such as "eco-friendly" and "anti-bacterial" as prohibited claims (see our bullet point guide). Our advice: keep them out of the description too.

How to write it: a structure that works

Amazon doesn't prescribe a structure. This is ours, built from its content guidance [5][11]:

  1. Open with what it is and who it's for. One or two sentences. Amazon's blog: say who the product is for and what problem it solves [5].
  2. Expand on the bullets. Pick two or three bullet points and explain them: how a feature works, what it means day to day.
  3. Give the facts. Dimensions, materials, capacity, compatibility, what's in the box [11].
  4. Answer the questions shoppers ask. Take them from your customer questions and reviews. This is the part Rufus can use [5].
  5. Care and warranty. How to clean it, how to store it, what the warranty covers [11].

Write one idea per short paragraph, with a line break between them. Use the same product facts as your title and bullets. A description that disagrees with the bullets on size or materials confuses shoppers, and Amazon asks for accuracy [1].

Worked example

The listing below is made up (Larkfield is not a real brand). It's the same bottle as in our title requirements guide and bullet point guide.

Before:

<b>BEST WATER BOTTLE ON AMAZON!!!</b><ul><li>Keeps drinks cold</li><li>Leak proof</li></ul>Visit larkfield-example.com for 20% off. FREE SHIPPING!

It breaks five of the rules above: HTML tags, all-capital words, a website, a discount (promotional material) and a shipping offer [1]. "Best water bottle on Amazon" is also the kind of subjective claim Amazon's style guides warn against [10]. Since 2021, the tagged lines may also be shown without formatting or dropped [2].

After (each paragraph on its own line):

The Larkfield Insulated Water Bottle is a 32 oz stainless steel bottle for people who carry one bottle all day, from the gym to the office.

Double-wall vacuum insulation keeps the outside dry, with no condensation on your desk or in your bag. The leak-proof lid closes with a quarter turn and has a carry loop.

The wide mouth takes ice cubes and fits a standard bottle brush. The bottle is BPA-free.

Size: about 10.5 inches tall and 3.5 inches wide.

Care: hand wash the bottle; the lid is top-rack dishwasher safe. Do not freeze or microwave.

That is 542 characters. It's plain text, has no claims the made-up product can't back, and adds facts that the five bullets have no room for.

How to check your description

  1. Count it. Paste it into a character counter. Stay under 2,000, or under your product type's limit if it's lower [4][5].
  2. Search for tags. Look for < in the text. Anything other than a line break has to go [1].
  3. Search for banned content. Look for prices, "free shipping", "sale", URLs, email addresses, phone numbers and review quotes [1].
  4. Check capitals. No words in all capitals [1].
  5. Check it against the bullets. The same sizes, materials and counts in both.
  6. Check the live page. After the update, open the listing on a phone and a computer. If it has A+ Content, the description won't be there, which is expected [6].

Product description checklist

  • Plain text, one idea per paragraph, line breaks only
  • 2,000 characters or fewer, or your product type's limit
  • No HTML, JavaScript, CSS or links
  • No price, availability, shipping offers, contact details or URLs
  • No reviews, quotes, testimonials or review requests
  • No all-capital words, no emojis
  • Facts that match the title and bullets
  • Written by you, not copied from the manufacturer
  • Answers the questions your customers ask
  • Still filled in if you have A+ Content

Check your listing

Our free listing score reads your description and checks whether your listing has A+ Content. It also checks your title, Item Highlights and bullets against Amazon's rules and real search data. How we score lists every check. If you'd rather hand it over, Listing Mammoth refreshes one listing. You get a new title, Item Highlights, five bullets, a plain-text description and backend search terms, plus an enhanced main image, checked against your photo, and five explainer images.

Frequently asked questions

Can you use HTML in an Amazon product description?

No. Amazon's detail page rules ban HTML, JavaScript and other code. Line breaks are the only exception. Amazon stopped showing HTML formatting in US descriptions after July 17, 2021 [1][2].

What is the Amazon product description character limit?

Amazon staff say to use up to 2,000 characters [4]. Amazon's seller blog says limits vary by product category, so check the limit for your product type in Seller Central [5].

How do I add line breaks to an Amazon product description?

Amazon's rules allow line breaks as the only formatting, and write the tag as </br> [1]. Put each short paragraph on its own line, then check the live page on a phone and a computer to confirm the breaks show.

Does the product description show if I have A+ Content?

No. Amazon staff say that when a listing has A+ Content, the description is not displayed on the detail page because A+ overrides it [6]. Keep it filled in anyway.

Does the product description help Amazon search?

Amazon says shoppers' keywords are matched against information such as the title and description, but it may not use all of the description for search [7]. Write full sentences for shoppers, not a keyword list.

Is the product description required on Amazon?

It depends on the product type. Amazon's 2021 listing guide said listings without a description could be suppressed in most categories, with a few exceptions such as apparel and books [8].

Sources

  1. Amazon Seller Central help, “Product detail page rules”. sellercentral.amazon.com · checked 2026-10-22 · public page, loads in a browser
  2. Amazon Seller Forums (News_Amazon), “Check HTML tags on your listings”. sellercentral.amazon.com · checked 2026-10-22 · Amazon news post, 2021
  3. Amazon Global Selling (China) news, “HTML tags no longer supported on detail pages from June 27 (2021-06-25, in Chinese)”. globalselling.amazon.com · checked 2026-10-22 · store dates and Q&A; our translation
  4. Amazon Seller Forums (Dougal_Amazon), “How to Sell on Amazon 100: Listing Creation 101”. sellercentral.amazon.com · checked 2026-10-22 · Amazon staff post, updated 2026
  5. Sell on Amazon blog (Amazon), “How to boost Amazon listings to drive more sales: 10 tactics”. sell.amazon.com · checked 2026-10-22 · Amazon-owned blog; its title advice (200 / 80 characters) predates the July 2026 75-character rule
  6. Amazon Seller Forums (Michelle_Amazon), “When you have A+, does Product Description value still helps with SEO and BSR?”. sellercentral.amazon.com · checked 2026-10-22 · Amazon staff reply
  7. Amazon Seller Central help, “Optimize your product discoverability”. sellercentral.amazon.com · checked 2026-10-22 · public page, loads in a browser
  8. Amazon Global Selling, “General Guidance for Listing Optimization (PDF, 2021)”. m.media-amazon.com · checked 2026-10-22 · Amazon guide, 2021
  9. Amazon Seller Central help, “Error code explanations”. sellercentral.amazon.com · checked 2026-10-22 · public page, loads in a browser
  10. Amazon, “Category Style Guide: Home, Garden & Pets (PDF, 2016)”. images-na.ssl-images-amazon.com · checked 2026-10-22 · older Amazon style guide, cited for history
  11. Amazon, “Amazon Listings: Product Detail Page Guide (PDF, 2022)”. m.media-amazon.com · checked 2026-10-22 · Amazon seller guide
  12. Amazon Seller Forums (sellers), “What has happened to paragraph breaks in product description”. sellercentral.amazon.com · checked 2026-10-22 · seller reports, not Amazon policy
  13. Amazon Seller Forums (sellers), “Hundreds of ASINs search suppressed for missing product description”. sellercentral.amazon.com · checked 2026-10-22 · seller report, not Amazon policy