In this article, our Amazon team has provided an outline of the Product Requirements and Guidelines to set up your account for success on the Amazon marketplace.

Product Image Requirements

Product images are one of the first things customers see while shopping on Amazon. The better they are, the more likely they are to click on your product.

  • Make them beautiful and compelling:

  • Minimum of 1000 x 1000 (we recommend a minimum of 2000 x 2000) pixels. The higher the resolution, the more the consumer can use the zoom functionality on Amazon
  • Preferred image type is .jpeg (.tif, .gif, and .jpg are also accepted) PNG files are not accepted
  • Animated .gifs are not accepted
  • Main image must have a white background and fill as much white space as possible (85% is the minimum from a product to white space ratio)
  • No watermarks or references to another websites or phone numbers is allowed
  • Minimum of five (5) images per product listing is recommended if possible
  • Images can include front, back, side, nutrition info/label, lifestyle photo, etc.

Product Title Guidelines

The very first thing a consumer likely reads about your product is the title. It resides under the product image in search results and should be informative, compelling, and not too long. These are not hard, fast rules, but best practices.

  • Below are some guidelines as to how best structure your product titles for Amazon:

  • The first letter of each word should be capitalized with the exception of short words like and, or, of, if.
  • Spell our measurements i.e. in = inch, oz = ounce, lb = pound
  • Animated .gifs are not accepted
  • Numbers should be numerals and not spelled out (5 not “five”)
  • The ampersand symbol (&) should also be spelled out using “and” unless they are part of a product name or brand
  • What you should not include in Amazon product titles:

  • Pricing information
  • DO NOT USE ALL CAPS – unless it’s part of the brand guidelines
  • Symbols ($, %, !, #)
  • Suggestive commentary such as: “Best in class”, or “#1 seller
  • Any seller information aside from brand name
  • Do not include any promotions (25% off, or Sale)

For more information and examples of constructing product titles for specific categories please visit Amazon’s help page below:

Bullet Point Guidelines

Your bullet points should have a clear answer to ‘Why should I buy your product?’ These don’t have to be long, around 100 characters is an optimum length.

  • The first bullet point is most important and should be the main feature of your product
  • Bullet points 2-5 are more benefits of the product
  • Begin each bullet point with a capital letter and write in sentence fragments with no ending punctuation
  • Include key features/benefits that make your product different than others
    • Suggestions: dimensions, where it’s made, who’s it for (male, female, kids, adults)
  • Try to include call to action words
    • Examples: enjoy, build, share, try, reach, inspire, feel, are just a few you could use

Product Description Guidelines

Product descriptions help customers further understand why your product is going to be benefit them. Don’t be shy here; brag about your brand and product and why it’s incredible. You have 2,000 characters, don’t be afraid to use them all.

  • Feel free to write in Word or another similar program with the formatting you’d like. We’ll do our best to get it to look just like what you provided (i.e. bold, lists, multiple paragraphs, etc.) while keeping the most basic formatting
  • Write in complete sentences with proper grammar and punctuation
  • Do not include any company contact information
  • Include additional features you weren’t able to include in your bullet points
    • These may include additional technical specs, FAQ, brand information, etc.
  • Warranty information can be included here

If you would like help crafting any of the discussed topics. or would like an audit of your current listing, please contact

Craig Searer

Craig Searer

E-Commerce Strategy Lead

By clicking "Continue" or continuing to use our site, you acknowledge that you accept our Privacy Policy. We also use cookies to provide you with the best possible experience on our website.