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How Amazon counts bytes
In the generic keywords field Amazon counts bytes, not characters. Letters a to z, digits and spaces cost 1 byte each, accented letters such as é, ü or ñ cost 2. “café” has 4 characters but 5 bytes. A normal character counter won't show you that.
| Character | Bytes | Example |
|---|---|---|
| a to z, A to Z, 0 to 9 | 1 | pot = 3 bytes |
| Space | 1 | one separator between two terms |
| é, ü, ñ, ç and other accents | 2 | café = 4 characters, 5 bytes |
| € and curly quotes | 3 | don't belong in the field |
249, 250 or 200 bytes?
Amazon publishes three numbers: 250 bytes in the US seller forum, 249 in the European forum and 200 in an answer about flat file error 97779. Amazon doesn't say what happens if you go over. Stay below 200 bytes and the question never comes up. That's why the counter shows both marks: 200 as the safe limit and 249 as the ceiling.
What doesn't belong in the field
- Words from your title, highlights or bullet points. Amazon already has them there, in the field they only cost bytes.
- Commas and other punctuation. Separate with spaces only, order doesn't matter, lowercase is fine.
- Brand names, including your own, and ASINs.
- Singular and plural of the same word. One form is enough, the second takes room from a real synonym.
- Claims like “best” or “new”.
How to find the terms that belong there instead is covered in the Amazon listing optimization guide and in the lesson Description and backend keywords.
Limits for title and bullet points
In the title and bullet points Amazon counts characters. An accented letter is just one character there.
| Field | Limit | Note |
|---|---|---|
| Title | 75 characters including spaces | since July 27, 2026; ! $ ? _ { } ^ ¬ ¦ not allowed unless part of the brand name; each word at most twice |
| Item highlights | up to 125 characters | a ceiling, not a target |
| Bullet points | 3 to 5, each more than 10 and fewer than 255 characters | lower in some categories |
| Bullet points in total | reported: at most 1,000 | sources disagree on characters or bytes |
| Search terms | 249 bytes | Amazon also names 250 and 200 |
All limits with sources are in the lesson Amazon listing limits 2026.
Frequently asked questions
How many bytes can I use for Amazon search terms?
Amazon names 249 bytes in its European seller forum, and 250 and 200 elsewhere. Below 200 bytes you are on the safe side.
Do spaces count?
Yes, every space costs 1 byte. One space between two terms is enough, you don't need commas.
Why do accented letters count double?
Amazon stores text as UTF-8, where letters such as é, ü or ñ take 2 bytes and curly quotes or the euro sign take 3. In the title Amazon counts characters instead, so an accented letter is just one.
What happens if I go over 249 bytes?
Amazon doesn't say publicly. So stay below it, ideally under 200 bytes. The counter's cleaned version always ends at the last whole word before 249 bytes.
Is my text stored?
No. The counter runs entirely in your browser, your text never reaches our server.
Sources
Amazon information as of October 18, 2026. Amazon often changes limits without a fixed date. What you see in your Seller Central takes precedence.
- Amazon Seller Central (EU forum): generic keywords, 249 bytes
- Amazon Seller Central (US forum): Quick Tip Search Terms, 250 bytes
- Amazon Seller Central (US forum): character limit for search terms, 200 bytes
- Amazon Seller Central (DE forum): how to enter search terms
- Amazon Seller Central (DE forum): product title updates from July 27, 2026 (75 characters)