How to Fix Error 90196: URLs Not Allowed in Product Attribute Fields
Error 90196 blocks listings when a URL appears in a disallowed attribute such as ${bullet_point_3}. In a 5,000‑SKU flat‑file upload, any "http://", "https://" or "www." string triggers the error, requiring removal and resubmission via Seller Central or the SP‑API Feeds endpoint.
Overview
Error 90196 appears when Amazon’s listing validation detects a web address inside a product attribute that does not allow external links. The issue surfaces during flat‑file uploads, SP‑API feed submissions, or manual entry in Seller Central, and it blocks the affected ASINs from going live or updating. Sellers must remove the prohibited URL and resubmit to keep catalog changes flowing.
Key Points
- Trigger condition — The error fires whenever any text‑based attribute (e.g., description, bullet points, generic keywords) contains a string that matches a URL pattern such as “http://”, “https://”, or “www.”.
- Exact attribute identified — Amazon returns the attribute name in the format
${attribute_name}, allowing sellers to locate the offending field without guessing. - Policy purpose — Amazon wants product pages to be self‑contained, so it blocks outbound links that could divert shoppers to competitor sites or external marketing pages.
- Fix simplicity — Removing the URL from the flagged attribute and resubmitting the feed resolves the error; no additional penalties or account‑health impacts are attached.
- Bulk‑upload risk — A single stray link in a large spreadsheet can cause dozens or hundreds of listings to be rejected, making proactive checks essential for high‑volume sellers.
How Error 90196 Occurs
- Data submission — A seller uploads a product feed via a flat file, the SP‑API Feeds endpoint, or the Seller Central bulk‑upload tool. Example: a CSV file containing 5,000 SKUs is submitted through the “Upload your inventory file” page.
- URL insertion — The feed includes a hyperlink or plain‑text web address in a disallowed field. Example: the third bullet point reads “For more specs, visit https://manufacturer.com/specs”.
- Validation scan — Amazon’s backend parser scans each attribute value for URL patterns. When it encounters the “https://” string in the bullet point, it flags the entry.
Analysis & Recommendations
Why This Matters
The error halts bulk updates, causing rejected rows and delayed product launches, which can lead to missed sales for high‑volume sellers. It does not affect account health but stalls inventory changes until the URL is stripped from the flagged attribute.
Key Takeaways
- Error 90196 is returned when any text attribute contains "http://", "https://" or "www.", e.g., ${bullet_point_3}.
- A single stray link in a 5,000‑SKU CSV can reject dozens or hundreds of listings.
- The processing report lists the exact attribute name, allowing precise edits (e.g., ${generic_keywords} on line 342).
- Removing the URL and re‑uploading the file resolves the error with a 0 % error rate on the second submission.
Recommended Actions
- →In Seller Central, open the feed processing report, locate error 90196 and note the attribute name (e.g., ${product_description}).
- →Edit the original flat file or SP‑API payload to delete any "http://", "https://" or "www." strings from that attribute.
- →Re‑upload the corrected file via Seller Central > Inventory > Add Products via Upload, or resend the feed through the SP‑API Feeds endpoint, then v...
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