Amazon Content Guidelines & Best Practices

Wondering how to create content optimized for Amazon in Describely? Keep reading!

In this article

• Overview
• Content guidelines & rules
• Recommendations

Overview

Describely helps streamline and scale your Amazon product listings by generating high-converting content tailored to Amazon’s unique format and requirements. This includes:

• Product Titles: Clear, keyword-optimized titles that improve discoverability and drive traffic.

• Feature Bullets ("About this item"): Concise, benefit-led bullets that surface the most important product features and help convert page visitors.

• Descriptions (A+ Content): Longer-form descriptions ideal for providing additional context, secondary keywords, and visual tables to help potential buyers compare different products.

These Amazon-specific content rules emphasize clarity and readability, with structured formatting and keyword safeguards in place to adhere to Amazon’s content policies.

Content guidelines & rules

1. Titles

Amazon titles play a major role in product visibility and ranking. Describely generates titles that balance keyword-rich phrasing with readability to maximize discoverability and conversions.

Best practices:

• Write up to 200 characters (including spaces).

• Start with the Brand name (Describely's internal "Vendor" field), followed by the Model or Product name, then feature keywords.

• Avoid keyword repetition and unnecessary filler words.

• Place your most important keyword near the beginning of the title.

Rules to use:

• Capital Case: Capitalize the first letter of each word except prepositions and conjunctions.

• Abbreviate measurements (e.g., “20”” instead of “20 inches”) while ensuring clarity.

• Avoid restricted keywords: No promotional phrases like “free shipping” or “100% guaranteed.”

• Title formula (use this for a general baseline, or tailor it to your product category or browse nodes' requirements):
  [Brand Name] [Model or Product Name] – [Product Keywords], [Feature/Benefit], [Color/Size/Quantity]

2. Bullet Points ("About this item")

Feature bullets appear high on the product detail page and are can be more influential than the description. Describely crafts bullets that prioritize customer benefits and decision-making triggers to give a buyer an overview of your product.

Amazon allows you to use up to five bullet points to highlight key features of your product. (Amazon notes that shorter bullet points tend to improve readability and discoverability.

Best practices:

• Use all five bullet points, highlighting unique info in each.

• Start with the benefit, followed by a hyphen and the feature that enables it.

• Address common customer pain points.

• Highlight how, when, or where the product can be used.

• End with a call to action when appropriate.

Rules to use:

• Maximum 200 characters per bullet.

• Use structure:
  BENEFIT IN ALL CAPS – Feature explanation. Use context to show how the product solves a problem.
  Example:
  NO MORE SLIPPING – Anti-slip base keeps the blender steady on countertops.
EASY TO CLEAN – Dishwasher-safe components make cleaning a breeze.

3. Descriptions (A+ Content)

The product description expands on features, uses, and secondary keywords. It’s especially effective when paired with enhanced A+ Content visuals for Brand Registered sellers.

Best practices:

• Include details not captured in the title or bullet points, such as:

  • Materials

  • Colors

  • Sizes & dimensions

  • Quantity

  • Care instructions

  • Warranty or product guarantees

  • Product or competitor comparison tables

• Use natural language that helps customers evaluate whether the product fits their needs.

• Describely provides raw, structured text suitable for direct input or further design within Amazon’s A+ Content modules.

• HTML is optional but recommended for better formatting and user experience.

Recommendations

To ensure your content performs well on Amazon, follow these platform-specific guidelines:

• Avoid restricted content: Amazon disallows promotional language (e.g., “best deal,” “free shipping”) and special characters (e.g., ~, !, *). Describely has a ready-made restricted keyword list to avoid these terms.

• Be keyword-conscious, not keyword-stuffed: Describely prioritizes intelligent keyword placement that complies with Amazon’s ranking algorithm—no repetition needed.

• Think like a customer: Prioritize readability, clarity, and utility. Each section of your listing should help shoppers quickly understand what the product is, how it solves their problem, and why it's better than alternatives.

• Consistency wins: Use consistent formatting, tone, and structure across all products in your Amazon catalog to build brand trust and improve listing quality.