Overview

Amazon returns error 95010 when a bulk upload or listing edit contains HTML markup in a field that only accepts plain text. The message points to the exact column that violates the rule, stopping the creation or update of the product until the markup is removed. Sellers who rely on inventory files, feed submissions, or third‑party listing tools must understand the cause and the fix to keep their catalogs flowing smoothly.

Key Points

• HTML‑only fields are limited — Amazon permits raw HTML in a handful of sections (e.g., certain description areas), but blocks it in titles, bullet points, and many backend attributes.
• Error pinpoints the column — The validation notice includes the column name, such as “item_name” or “bullet_point1,” allowing sellers to locate the offending text instantly.
• Typical tags that trigger the error — Common culprits are <b>, <i>, <br>, <p>, <ul>, and <font>; even a stray closing tag can cause a rejection.
• Resolution is a plain‑text cleanup — Stripping every HTML element from the flagged field and resubmitting the feed resolves the issue.
• Bulk uploads amplify the impact — One hidden tag in a spreadsheet can cause dozens or hundreds of listings to fail, especially during high‑volume periods.
• Prevention relies on plain‑text handling — Using “Paste as plain text” or a text‑only editor before loading data eliminates most accidental markup.

How Error 95010 Happens

1. Data entry with formatted source — A seller copies product details from a website, marketing brochure, or rich‑text editor and pastes them directly into an inventory spreadsheet. For example, a bullet point copied from a Word document retains a hidden <br> tag at the end of each line.
2. Feed validation scans each column — Amazon’s ingestion engine checks every field against its allowed character set. When it encounters a or sequence in a column that expects plain text, it flags the row. In a recent case, the “search_terms” column contained , prompting an immediate rejection.