Amazon listing rules: titles, bullet points and backend keywords
Amazon listing SEO is nothing like Etsy's: there are no tags, the same word can't appear more than twice in a title, and backend keywords are capped at 250 bytes. We cover the rules and a t-shirt example.
Illustration only. Etsy ranking depends on many factors; rankings are not guaranteed.
Whether a product shows up in Amazon search depends on how well its title, bullet points, product description, product attributes and backend keywords (search terms) match what buyers type. The first thing that surprises sellers coming from Etsy is how much stricter Amazon's rules for these fields are. Amazon may change a title that breaks the rules, or the listing may lose visibility.
In this post we cover the rules on Amazon's Seller Central help pages (as of September 2026) and how to apply them to a POD t-shirt listing.
Title rules
Amazon tightened its title rules with a policy that took effect in January 2025. In short, the rules in Seller Central are:
| Rule | What Amazon says |
|---|---|
| Length | Up to 200 characters including spaces in most categories |
| Prohibited characters | ! $ ? _ { } ^ ¬ ¦ may not be used unless part of the brand name |
| Allowed characters | Hyphens, colons and regular parentheses may be used |
| Word repetition | The same word may appear at most twice in the title (excluding prepositions, conjunctions and articles) |
| Singular and plural | Singular and plural forms count as the same word |
Keep in mind that some categories have shorter limits; check the style guide for your product's category in Seller Central. Titles that violate the rules are flagged on the inventory screen in Seller Central.
Structure of a good t-shirt title
An Amazon title is not a keyword list; it's a short description of the product. The order that usually works for apparel is: brand, what the product is, design theme, audience and fit.
- Weak: “Funny Cat Shirt Cat Dad Shirt Cat Lover Gift Shirt for Men Cat T-Shirt” (Cat and Shirt appear more than twice).
- Strong: “YourBrand Scuba Diving Cat Dad T-Shirt, Funny Diver Gift for Men, Short Sleeve Cotton Tee”.
- Put your brand name first; if you're enrolled in Brand Registry, keep it consistent with the brand field.
- Don't put promotional phrases like “best seller”, “sale” or “free shipping” in the title.
Bullet points
Amazon allows up to 5 bullet points per product. They exist to quickly communicate the product's key features and benefits: material, fit, print method, care instructions, gift use and so on. In short, Amazon's bullet point rules require:
- Each bullet should start with a capital letter and be short and clear.
- No special characters, emojis or ASIN numbers.
- No pricing, shipping information or details about your company.
- No unverifiable claims, competitor comparisons or vague statements.
- Avoid keyword stuffing; bullets should be readable sentences.
Character limits can vary by category; check the current limit on the “Product bullet point requirements” page in Seller Central.
Example: 5 bullet points
- SOFT EVERYDAY TEE: Lightweight ring-spun cotton t-shirt with a classic unisex fit for daily wear.
- DIVER AND CAT LOVER DESIGN: Original scuba diving cat illustration printed in the USA.
- GREAT GIFT IDEA: A fun gift for dive instructors, snorkelers and proud cat dads on birthdays or Father's Day.
- SIZE GUIDE: Unisex sizing from S to 3XL; check the size chart image to find your fit.
- EASY CARE: Machine wash cold inside out, tumble dry low; do not iron directly on the print.
Backend keywords (search terms)
Backend keywords are invisible to buyers, but Amazon uses them for search matching. This field is the closest Amazon equivalent to Etsy's 13 tags, but the rules are different:
| Rule | What Amazon says |
|---|---|
| Length | Less than 250 bytes (most marketplaces, including the US) |
| Byte count | a-z and 0-9 are 1 byte each; some special characters are 2 bytes or more |
| Separator | Separate words with spaces; no punctuation needed |
| Repetition | Don't repeat words already in the title and bullet points |
| Brands | Don't include brand names, including your own |
| Irrelevant words | Don't add words that don't describe the product |
If you exceed the limit, Seller Central shows a warning and only the part that fits is saved. So put your most valuable terms first.
Product attributes and variants
On Amazon, details like color, size, fabric, fit and audience are stored in separate product attribute fields. These fields are used in both filters and search; leaving them empty keeps your product out of filtered results. Color and size variants are grouped under a parent product, and each variant has its own SKU.
On Custombull, you can save your color and size options once as a template and apply them to hundreds of products. When products move between channels, SKUs are preserved and variants are adjusted to each channel's rules.
Images
Amazon expects the main image to have a plain white background. Additional images can include lifestyle mockups, a size chart and a close-up of the print. Adding the size chart as an image is one of the most practical ways to reduce returns in apparel.
Custombull's AI product photos turn your design into sale-ready images: 5 photos for 3 credits. The same images are prepared for all your channels.
Copyright and policy check
Using another brand's name in the title, bullet points or backend field can violate both the listing rules and the intellectual property policy. That's why phrases like “Disney style” or “Nike inspired” are risky. Custombull's copyright check compares your design and title against known brands and characters and tells you why something is risky; 1 credit per product.
Checklist
- Is the title under 200 characters, with no prohibited characters?
- Does no word appear more than twice in the title (singular and plural included)?
- Are all 5 bullet points filled in, with no pricing or shipping information?
- Are the backend keywords under 250 bytes, and do they avoid repeating the title?
- Are the color, size, fabric and audience attributes complete?
- Does the main image have a white background, and is a size chart included?
- Is there a brand or character name in the design or copy?
Frequently asked questions
Where do my 13 Etsy tags go on Amazon?
Amazon has no tag field. Spread the phrases from your tags across the title, bullet points and backend keywords, and don't repeat title words in the backend field.
Can Amazon change my title on its own?
Amazon suggests fixes for titles that break the rules and may update titles that aren't corrected within a certain time according to its own rules. Writing a compliant title removes that uncertainty.
