Overview

Amazon enforces a comprehensive set of rules governing how sellers create and manage product detail pages. These guidelines cover everything from title formatting and image standards to prohibited content and ASIN creation policies. Understanding and following these rules is essential for maintaining your selling privileges and providing customers with a clear, trustworthy shopping experience.

Key Points / What Sellers Need to Know

• One page per unique product - Each product detail page must represent a single, distinct item. Sellers are prohibited from creating duplicate pages for products that already exist in Amazon's catalog.
• No HTML or code allowed - Product listings must not contain HTML, JavaScript, or any other code. The only exception is the use of line break tags in product descriptions.
• Title length matters - While the maximum allowed title length is 200 characters, Amazon recommends keeping titles to 80 characters or fewer since mobile devices truncate longer titles.
• Accurate categorization is mandatory - Products must be placed in the correct category. Deliberately miscategorizing items or providing misleading descriptions can result in account suspension or termination.
• GTIN ownership required - Sellers must only use GTINs (such as UPCs) that they own or are authorized to use, purchased directly from GS1 or with explicit permission from the GTIN prefix owner.
• Prohibited content is strictly enforced - Listings cannot include offensive material, phone numbers, email addresses, website URLs, promotional language, spoilers, reviews, or watermarked images.

Content and Formatting Requirements

Amazon expects all product titles, descriptions, and bullet points to be clearly written and genuinely helpful to customers shopping for that product. Sellers should use standard capitalization, with only the first letter of each word capitalized rather than using all caps throughout. The use of emojis, emoticons, or symbols at the beginning of words is prohibited. Every piece of product information must be accurate and must not mislead customers about a product's qualities or characteristics. Amazon has specific style guides for different product categories, and sellers are expected to follow the relevant guide for whatever they are listing.