On this page
Before you start
Two sets of rules apply to a product on Amazon. e-tailize validates your Amazon tab against the category requirements Amazon publishes, before anything is sent. Amazon then checks the content again when it receives it: content that breaks a limit, a title over 200 characters, too many images or too many bullets, is held in Amazon's concepts instead of going live, also when the push from e-tailize came through without an error. Content that does go live can still be flagged later against Amazon's policy.
Everything below is Amazon policy. Write your content to it before you list, rather than after a rejection.
Common problems
The title is refused
Since 21 January 2025 Amazon applies one title policy across its stores. Keep the title within 200 characters including spaces. Leave out the characters ! $ ? _ { } ^ and the broken bar and negation signs, unless one of them is part of your brand name. Use no word more than twice: prepositions, articles and conjunctions do not count towards that.
Is the title already live and does Amazon flag it? Then Amazon reports it in Seller Central, under "Manage All Inventory", and the policy gives you 14 days to correct it.
Build the title from the brand, the product type, the material, the quantity and the colour, and work in 2 to 3 relevant keywords that make clear what the product actually is.
The description is refused or shows raw code
Use printable ASCII characters only, hex 20 to 7E, in your description and in your
keywords. HTML and JavaScript are not allowed, with one exception: the line break </br>.
Amazon does not support headers in a description either, so give the text structure with
short bullet points instead. The limit per field is in
Amazon validations, best practices and concepts.
Amazon refuses your images
The main image needs a pure white background (RGB 255) and at least 1000 pixels on the longest side, and 1600 or more is what makes the zoom work. The product itself fills 85 to 100 percent of the frame. No image carries text, a logo or a watermark, and JPEG is the preferred format.
Your content lands on a duplicate detail page
A new product, or a new version of one, gets its own detail page. Never create a second page for a product that already exists. Selling the same item under another trademark means a new ASIN, not an edit of the existing one. Is the brand or manufacturer name on an existing ASIN wrong? Then send your proof to Selling Partner Support and ask them to create a new ASIN.
One detail page carries one product. No cross promotion, no second product on the same page, and no product identification that is not the real one. Does the product only work with something that comes with it? Then say so on the detail page.
Content Amazon does not accept
Keep the text professional and about the product. Amazon does not accept offensive or obscene material, your own contact details, alternative ordering or shipping information, promotional material, or anything that breaks a law of the country that store sells in.
FAQ
Which words count towards the twice rule?
Every word in the title, except prepositions, articles and conjunctions. A colour or a size that appears in the brand part of the title and again further along has already used both its turns.
My title was live for years. Why is it flagged now?
The policy took effect on 21 January 2025 and applies to titles that were already live. Check a long or heavily punctuated title against the current rules instead.
Do I write my content once for all Amazon stores?
No. Product details belong in the local language of the store you sell on. Every storefront is its own connection and its own marketplace tab in e-tailize. When you create that tab, the wizard asks "Would you like to translate?". Say yes and our AI translates the fields you select into the marketplace language. Say no and you fill the tab in that language yourself.
Where do I find the rules for my category?
In Seller Central. Amazon keeps its category style guides behind the login, so category level title formats and attributes live there. What Amazon asks of your specific product shows up in your Amazon tab and its validation result.
Related
Was this useful?