Amazon just updated their bullet point character limits again. Electronics sellers now get 500 characters per bullet. Fashion sellers? Still stuck at 255.
These category-specific limits rolled out quietly in late 2025, catching many sellers off guard. I spent the last week testing every major category to map out the exact limits and how they display on mobile.
Current Character Limits by Category (January 2026)
Here's what actually works right now:
Electronics & Computers: 500 characters per bullet
- Desktop displays: Full 500 characters
- Mobile app: Truncates at 400 with "..."
- Mobile web: Shows 450 before truncation
Clothing, Shoes & Jewelry: 255 characters per bullet
- All devices: Full 255 characters display
- No truncation on any platform
Home & Kitchen: 500 characters per bullet
- Desktop: Full display
- Mobile: Truncates at 350 characters
Beauty & Personal Care: 255 characters per bullet
- Consistent across all devices
- No truncation
Sports & Outdoors: 500 characters per bullet
- Desktop: Full display
- Mobile app: Cuts at 400 characters
Books: 255 characters per bullet
- Full display everywhere
Toys & Games: 500 characters per bullet
- Mobile truncation at 380 characters
Health & Household: 255 characters per bullet
- No truncation on any device
How Amazon Counts Characters
Amazon's character counting isn't straightforward. They count:
- Letters, numbers, spaces: 1 character each
- Special characters (!, ?, -, etc.): 1 character each
- Emojis: Usually 2-4 characters (varies by emoji)
- HTML tags: Don't count toward limit
- Line breaks: Not allowed in bullets
The Mobile Truncation Problem
67% of Amazon shoppers browse on mobile. But mobile displays less than desktop:
iPhone 14 Pro (Safari): Shows 350-400 characters before "See more" Samsung Galaxy S23 (Chrome): Shows 380-420 characters Amazon Shopping App: Most restrictive at 350-400 characters
This means your 500-character Electronics bullet might only show 350 characters to most shoppers.
Character Limit Testing Tool
To check your exact character count:
- Go to Seller Central > Manage Inventory
- Click "Edit" on your listing
- Type bullets in the Key Product Features section
- The counter shows remaining characters in real-time
For bulk checking, use SellerCard's listing audit tool which flags bullets exceeding limits before you submit.
Writing Bullets That Work Within Limits
For 255-Character Categories
Structure: [Feature] - [Benefit] - [Specification]
Example (Fashion - 243 characters): "PREMIUM COTTON BLEND - Stays soft after 50+ washes while maintaining shape - 60% cotton, 35% polyester, 5% spandex with 4-way stretch technology for all-day comfort during work, travel, or casual wear"
For 500-Character Categories
Structure: [Primary Feature] - [How It Works] - [User Benefit] - [Technical Details] - [Use Cases]
Example (Electronics - 487 characters): "ADVANCED NOISE CANCELLATION - Dual-microphone system detects and eliminates up to 95% of ambient noise - Enjoy crystal-clear calls in airports, coffee shops, or open offices - Features Qualcomm cVc 8.0 technology with automatic adjustment based on environment - Perfect for remote workers, frequent travelers, and podcast recording - Compatible with Zoom, Teams, Skype, and all major platforms"
Common Mistakes That Waste Characters
Redundant words (wastes 15-30 characters):
- Bad: "This product features premium quality materials"
- Good: "Premium materials"
Filler phrases (wastes 20-40 characters):
- Bad: "You will love how this item"
- Good: Start with the actual feature
Repeating the title (wastes 50+ characters):
- Bad: "Blue Wireless Headphones - Bluetooth connectivity"
- Good: "40-HOUR BATTERY - Stream music for two full days"
All caps abuse (reduces readability):
- Bad: "AMAZING QUALITY GUARANTEED SATISFACTION"
- Good: "CERTIFIED ORGANIC - Lab-tested for purity"
Mobile Optimization Strategy
The 350-Character Rule
Since mobile truncates around 350 characters, front-load your bullets:
Characters 1-350: Core selling point + primary benefit Characters 351-500: Supporting details, specifications
Example structure:
[POWER BENEFIT - Key advantage explained - Why it matters to buyer] [Additional technical specs - Extended use cases - Compatibility notes]
Testing Mobile Display
- Open Amazon app on your phone
- Search for your ASIN
- Screenshot how bullets display
- Adjust if key information gets cut off
Pro tip: Test on both iOS and Android. They truncate at slightly different points.
Category-Specific Optimization
Electronics (500 characters)
Buyers want technical specs. Use all 500 characters:
"64GB STORAGE - Holds 15,000 photos or 80 hours of 4K video - Uses advanced H.265 compression for 50% more storage efficiency than standard formats - Transfer speeds up to 180MB/s via USB-C 3.2 - Compatible with iPhone 15/14/13, Samsung Galaxy S24/S23, Google Pixel 8/7, and all USB-C devices - Includes both USB-C to USB-C and USB-C to USB-A cables for universal connectivity"
Fashion (255 characters)
Focus on fit, feel, and care:
"RELAXED FIT - Sits comfortably at waist with room through hips and thighs - Pre-shrunk fabric maintains size after washing - 30" inseam works for 5'6" to 5'10" heights - Machine wash cold, tumble dry low"
Home & Kitchen (500 characters)
Emphasize durability and daily use:
"DISHWASHER SAFE - Survives 1000+ cycles without fading or chipping based on third-party testing - Non-slip silicone base grips countertops to prevent sliding during mixing - BPA-free Tritan plastic resists stains from turmeric, tomato sauce, and berries - Nested design saves 70% cabinet space - Includes 5-cup, 3-cup, and 1.5-cup sizes for all recipes"
Recent Algorithm Changes
Amazon's A9 algorithm now weighs bullet points differently:
- Keyword placement: First 80 characters carry 2x weight
- Feature diversity: Bullets covering different aspects rank higher
- Mobile readability: Shorter bullets (under 350 chars) get slight boost
To adapt, structure bullets with your primary keyword in the first 80 characters. Learn more about A9 ranking factors.
Bullet Point Templates by Category
Electronics Template (500 chars)
[TECHNICAL FEATURE] - [Performance metric] - [Real-world benefit] - [Compatibility list] - [Included accessories] - [Warranty/support info]
Fashion Template (255 chars)
[MATERIAL/FABRIC] - [Comfort feature] - [Fit description] - [Care instructions] - [Size range or adjustability]
Home & Kitchen Template (500 chars)
[PRIMARY FUNCTION] - [Durability claim with evidence] - [Ease of use] - [Size/capacity details] - [Cleaning method] - [Storage benefit]
Tools for Character Counting
During listing creation:
- Seller Central's built-in counter (most accurate)
- SellerCard Listing Pro (generates optimized bullets with character count)
- Flat file uploads show errors for over-limit bullets
For existing listings:
- Copy bullets to any text editor
- Use character count feature
- Remember: Amazon counts differently than some tools
Special Cases and Exceptions
Variation Listings
Parent ASINs sometimes allow different limits than child ASINs. Test each separately.
Brand Registry Benefits
Brand-registered sellers in some categories get extended limits:
- Electronics: Up to 1000 characters (A+ eligible brands)
- Fashion: Stays at 255 characters
- Home: Up to 750 characters for top brands
Restricted Categories
Some subcategories have unique rules:
- Supplements: 255 characters (FDA compliance)
- Baby Products: 255 characters (safety regulations)
- Pesticides: 200 characters (EPA requirements)
Quick Reference Guide
Print this for easy reference:
255 Character Categories:
- Clothing, Shoes & Jewelry
- Beauty & Personal Care
- Books
- Health & Household
- Grocery & Gourmet Food
- Baby Products
500 Character Categories:
- Electronics & Computers
- Home & Kitchen
- Sports & Outdoors
- Toys & Games
- Tools & Home Improvement
- Automotive
Variable Categories (check subcategory):
- Office Products (255-500)
- Pet Supplies (255-500)
- Arts, Crafts & Sewing (255-500)
When optimizing your bullets, remember that character limits are just the framework. What matters is using those characters to clearly communicate value to shoppers who are scanning quickly on mobile devices. Focus on benefits they care about, not just features you want to list.
Need help crafting bullets that convert? Try SellerCard's free listing tools to analyze your current bullets and generate optimized versions that maximize your character limits.