Format your product description
How Amazon shows the text
Your text stays in your browser. Nothing is sent or stored.
Which formatting Amazon shows
In 2021 Amazon announced that HTML tags on detail pages would no longer be supported. Since then, lines with tags are removed or shown without formatting. Amazon's detail page rules, as sellers quote them in the seller forums, name one exception: you may use line breaks.
So the formatter turns every paragraph into a block and separates blocks with two line breaks. Bold, italics and headings are dropped, lists become separate lines with a bullet in front. That bold tags still work on some older listings doesn't change the rule.
| In your text | What the formatter makes of it |
|---|---|
| <p>, <div>, headings, blank line | new paragraph: two line breaks |
| <br> or a line break | one line break |
| <ul>, <li>, lines with - or • or ✓ | separate line with • in front |
| <b>, <strong>, <i>, <span>, Markdown like **bold** | removed, the text stays |
| <script>, <style> | removed including their content |
| Emojis, ™ ® © | removed |
| &, and other character codes | plain characters |
Amazon product description character limit
Amazon doesn't publish one character limit for all categories. The limit is in the template of your category in Seller Central, and 2,000 characters is the common working value. Whether Amazon counts the characters of the line breaks is not documented. So the counter shows both: all characters in the field and the visible text. Keep the first number under 2,000 and you are on the safe side.
More important than length: every sentence should answer a question the images and bullet points leave open. Whether your listing answers what buyers ask is shown by the Rufus checker.
What doesn't belong in the description
Links and contact details are removed together with their part of the sentence, so no half sentence is left behind. Everything else is only flagged, because you decide whether a claim can stay. The formatter uses the same patterns as the free text check in the Listimo toolbox.
| Content | Example | Rating |
|---|---|---|
| Links, e-mail, phone, social media handles | “More colors at novara-shop.com” | Amazon policy, removed |
| Price, discount, shipping and promotion claims | “Free shipping”, “20% off”, “bestseller” | Amazon policy |
| Guarantee and satisfaction promises | “money-back guarantee” | Amazon policy |
| Requests for reviews | “leave us a 5-star review” | Amazon policy |
| References to other products | “check out our other tumblers” | Amazon policy |
| Health and healing claims | “relieves back pain” | Legal risk |
| Vague environmental claims | “sustainable”, “eco-friendly” | Legal risk |
| Unproven superiority claims | “number one”, “best quality” | Legal risk |
A finding is a hint, not a verdict. The listing checker reviews your whole listing with title and bullet points and scores it from 0 to 100.
How to get the text into Seller Central
- Copy the result with “Copy”.
- Open your listing for editing in Seller Central and paste the text into the “Product Description” field. In an inventory file (flat file) it is the product_description column.
- Save, and look at the detail page once the change is live.
With A+ content, Amazon shows the A+ module in that place. The description stays stored and shows up again right away if the A+ module is rejected or removed, so fill it in even with A+.
What the formatter can and cannot do
It works with fixed rules and patterns, in English and German and with the common forms in French, Italian, Spanish, Dutch, Polish, Swedish and Turkish. It doesn't understand what your text means: a guarantee you really give is flagged just like an invented one. It doesn't check spelling, keywords or structure.
Frequently asked questions
Can I use HTML in an Amazon product description?
No, with one exception. In 2021 Amazon announced that HTML tags on detail pages would no longer be supported. Line breaks are still allowed under Amazon's detail page rules.
How do I add paragraphs to an Amazon product description?
With line breaks: two in a row make a paragraph. The formatter above sets them for you, from plain text as well as from old HTML.
What is the Amazon product description character limit?
Amazon doesn't publish one limit for all categories; the limit is in your category's template. 2,000 characters is the common working value.
How do I get bold text into the description?
Not anymore. Amazon has not supported bold tags on detail pages since 2021. To make something stand out, use a short first paragraph, or A+ content if your brand is in Brand Registry.
Is my text stored?
No. The formatter runs in your browser, nothing is sent or stored.
More free tools: check which Amazon reviews you can get removed, Rufus checker for the questions buyers ask Amazon's AI, Amazon FBA calculator for the UK and Europe, Amazon FBA calculator for amazon.com, FNSKU label generator, UPC code generator with how to get real UPCs, EAN and UPC check digit calculator, Amazon image requirements checker, A+ content image sizes for every module, AI image label checker for Amazon, GPSR checklist for Amazon, Amazon Brand Registry checklist with trademark fees, unit price calculator for the German Grundpreis, ACOS and ROAS calculator for your ads, search terms byte counter for backend keywords and titles, listing checker with a score from 0 to 100. All in one place: free Amazon seller tools. Numbers from over 1,200 checked listings: Amazon Listing Study 2026.
Sources
All sources checked on October 31, 2026.