Overview

Amazon has introduced sweeping new rules governing how sellers write product bullet points, prohibiting special characters, emojis, and promotional language across all active listings. The company is backing up these requirements with generative AI tools that automatically scan catalogs and rewrite non-compliant content, marking a significant shift toward algorithmic enforcement of listing quality standards.

What's Now Prohibited

• Special characters — Symbols including ™, ®, ©, currency signs, and mathematical operators are no longer permitted in bullet points
• Emojis — All emoji use is banned, including checkmarks, icons, and decorative characters that sellers commonly used to improve visual appeal
• Promotional language — References to refund guarantees, satisfaction promises, and similar marketing claims must be removed
• Unsubstantiated claims — Terms like "eco-friendly" now require verifiable supporting documentation
• External links — URLs, contact details, and hyperlinks are prohibited
• Placeholder text — Filler content such as "NA," "TBD," or "not applicable" is automatically stripped from listings

New Formatting Standards

Amazon now enforces specific structural requirements for every bullet point on the platform. Each bullet must fall between 10 and 255 characters, and every listing needs at least three bullets. Content should start with a capital letter, be written as sentence fragments without ending punctuation, and use semicolons to separate multiple phrases within a single bullet.

Numbers one through nine must be spelled out, with exceptions for product names, model numbers, and measurements. Amazon also requires a space between digits and units, so "60 ml" is correct while "60ml" is not. The recommended format starts each bullet with a descriptive header followed by a colon and then the detail — for instance, "Material: Made from 100% cotton for softness and breathability."

Higher Content Quality Expectations

Beyond structural rules, Amazon is raising the bar for what bullet points should communicate. Content must highlight product features and practical benefits using clear, natural language rather than brand marketing narratives or raw specifications lacking context. Sellers cannot repeat information already present in the product title, description, or overview sections — each bullet should contribute unique details that help customers make informed purchasing decisions.