Quick answer. Amazon’s product detail page rules ban contact details, URLs, price, availability, condition, shipping offers, reviews, testimonials, review requests, promotional material and restricted phrases such as “FSA/HSA eligible” from titles, bullet points, descriptions and images. Titles for non-media products must stay within 75 characters, carry no promotional phrases and repeat no word more than twice. Every claim must be accurate and backed by verifiable evidence, and disease claims are prohibited for products without FDA approval. Violations can suppress or remove a listing and cost Account Health Rating points. Repeated or evasive violations can cost selling privileges. To fix one, read the exact reason in Account Health, correct the content across your whole catalog, and resubmit or appeal.

Sellers treat the title, bullets and description as sales copy. Amazon treats them as catalog data. A bullet that says “ships free today”, a description ending in a support email, a title with the same keyword four times, or one line saying a supplement “helps with arthritis pain” can each take a listing out of search or off the store.

Our guide to Amazon SEO wording that sells covers keyword placement.

Who owns the detail page, and why that changes everything

Amazon’s Product detail page rules require each product detail page to cover a single unique item, so customers get a clear and consistent buying experience. The page belongs to Amazon’s catalog, not to your storefront, and that has three consequences.

• You may edit in one direction only. Amazon allows updates to a detail page only to better or more accurately describe the product as originally listed.
• A new version needs a new page. Changes in color, size, material, features or product name require a new ASIN, not an edit of the old one. So does a re-brand.
• Someone else’s contribution can appear on your page. On Brand Registry branded ASINs, Amazon says that when two or more authorized users contribute to the same attribute, its automatic system may choose which is displayed.

When a notice arrives about listing text, ask who put the text there before you rewrite anything. It may be you, a former agency or another seller. If a third party changed your page, the route is a report, not a rewrite. See our guide to defending listings from hijacking.

The rules also tell sellers to follow the Amazon Services Quick Start Style Guide and any category style guide, which can go further than the general rules.

What Amazon prohibits in titles, bullet points and descriptions

The detail page rules list the content not allowed in titles, descriptions, bullet points or images, shown below. They also ban obscene content, spoilers on media listings and time-sensitive information such as event dates. Moving a phrase from the title into a bullet does not make it compliant.

Formatting rules that apply to every text field

Capitalize only the first letter of each word, and never put whole attributes in capitals. Emojis, emoticons and symbols at the start of words are prohibited, as are HTML, JavaScript and other code, except line breaks in the description. A bullet that opens with a star or check mark is a violation, not a design choice.

Products must be accurately categorized, the information must be accurate and not misleading, and the page must list any additional items the product needs to function. Amazon adds a warning. Listings that are purposefully inaccurate, miscategorized or deceptively described to get around its category, product and listing restrictions may face corrective actions up to immediate termination of selling privileges.

Title rules in detail

Amazon’s Product title requirements and guidelines apply to all product types except media, in all stores except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates. To list a product for the first time, a title must meet these requirements.

• Length. No more than 75 characters, including spaces.
• No promotional content. Phrases such as “free shipping” or “100% quality guaranteed” are not allowed.
• Special characters. The exclamation point, dollar sign, question mark, underscore, curly braces, caret, the not sign and the broken bar are not allowed. Symbols such as the tilde, hash, angle brackets and asterisk are allowed only in specific contexts, such as a style number or a measurement. Decorative use of symbols is not allowed.
• Content. The title must contain the minimum information that clearly describes the product, and must not include restricted phrases such as “FSA/HSA eligible”.
• Word repetition. No word more than twice. Prepositions, articles and conjunctions are exempt, but brand names count toward the limit.

Where the extra detail goes now

Amazon’s answer to the 75 character limit is item highlights, an additional 125 characters of comma separated phrases shown below the title in search and on the detail page.

Amazon suggests ordering the title as brand, flavor or style, product type, key attribute, color, size or pack count, then model number. Use numerals, skip subjective commentary such as “Hot Item” or “Best seller”, and put size and color only in child titles, never the parent.

A worked example

Take a hypothetical title. “BEST Bamboo Cutting Board Set Bamboo Cutting Boards for Kitchen Bamboo Board, FREE SHIPPING, 3 Pack, Eco Friendly”. It breaks five rules. It uses all caps and a subjective word, includes a shipping phrase, repeats “Bamboo” four times and runs over 75 characters.

A compliant rewrite is “Brandname Bamboo Cutting Board Set, 3 Pack, Large, Medium and Small”, with item highlights such as “Juice groove, Reversible, Hand wash only”. Drop “Eco Friendly” unless documentation supports a specific, qualified statement.

What happens to a title that breaks the rules

Amazon says a noncompliant or inaccurate title on an existing product might be automatically corrected or might not appear in search results. Flagged titles show in Manage All Inventory. Amazon says to allow 24 to 48 hours for a title change to process, without resubmitting or opening a case.

Misleading, prohibited and disease claims

Formatting problems usually suppress a listing. Claims problems cause removals and account risk. Amazon’s Misleading and prohibited claims policy defines a claim as an explicit or implied statement about a product’s feature, performance or benefits. It covers images, descriptions, packaging and marketing materials on all product detail pages in all categories. It points to Section 5 of the Federal Trade Commission Act, which prohibits unfair or deceptive acts or practices in or affecting commerce.

A misleading claim may be literally true but creates a false impression. A prohibited claim is illegal or violates standards set by government agencies, regulators or certifying bodies.

The four claim guidelines

• Comply with all applicable requirements. Health, safety and certification claims must follow the relevant laws and standards. Amazon’s example is a false or misleading certification claim such as “FDA Approved” or “CE Certified”.
• Be accurate and verifiable. Claims about performance, composition, ingredients or origin need verifiable evidence and documentation. Amazon’s examples include “lasts 10 years” and “Made in Italy” on a product only assembled there.
• Refrain from unqualified superlatives. “Twice as effective”, “30% more powerful”, “best”, “100% pure” or “guaranteed” should only be used with verifiable and objective proof.
• Avoid deceptive or ambiguous marketing. Titles, descriptions and marketing materials must not create a false impression about benefits, effectiveness or uniqueness, including misleading pricing discounts or environmental claims.

Disease claims

Amazon defines disease claims as explicit or implied statements that a product can treat, mitigate or cure a specific disease or health condition, such as “reduces the pain and stiffness associated with arthritis” and “protective against the development of cancer”. Amazon prohibits the sale of products that imply or claim to diagnose, cure, mitigate, treat or prevent diseases in humans or animals without FDA approval. Its published list of example conditions includes cancer, diabetes, depression, Alzheimer’s disease, influenza, COVID-19, obesity, gout and many more, plus terms such as anti-bacterial, anti-fungal and anti-microbial.

Implied claims count. “Supports healthy blood sugar for diabetics” names a disease without using the word “treats”.

How the FDA separates supplement claims

For dietary supplements, the FDA’s page on structure/function claims says a supplement may describe a nutrient’s role in normal body structure or function, such as “calcium builds strong bones”, but may not make disease claims, which only a drug can legally make. The manufacturer must have substantiation that the claim is truthful and not misleading. It must also carry a disclaimer that FDA has not evaluated the claim and that the product is not intended to “diagnose, treat, cure or prevent any disease”, and notify FDA of the claim no later than 30 days after marketing the supplement with it.

Certification, origin and environmental claims

Amazon says “FDA Cleared” or “FDA approved” claims, or the FDA logo, must meet additional requirements. Made in USA claims, explicit or implied, must meet the FTC’s standard. The FTC’s guidance Complying with the Made in USA Standard says an unqualified claim needs the product to be “all or virtually all” made in the United States. For environmental claims such as “eco-friendly”, Amazon recommends the FTC’s Green Guides.

What the FTC means by substantiation

Amazon’s policy asks for claims that are “accurate, substantiated, and backed by verifiable evidence and documentation”. The FTC’s long-standing Policy Statement Regarding Advertising Substantiation explains what that means.

A reasonable basis, before the claim runs

The FTC says advertisers must have a reasonable basis for objective claims before they are disseminated, and that an objective claim implicitly represents that such support exists. A claim made without it is treated as unfair and deceptive under Section 5. The evidence must be in your files before the bullet goes live.

How much evidence is enough

The policy statement lists factors the FTC weighs, including the type of claim, the consequences of a false claim, and what experts in the field would consider reasonable. When an ad says “tests prove” or “studies show”, the advertiser must have at least that support. If a bullet says “clinically proven”, you need the clinical evidence.

Health claims carry the heaviest burden

The FTC’s Health Products Compliance Guidance says health, safety and efficacy claims must be backed by competent and reliable scientific evidence, and that health benefit claims generally need randomized, controlled human clinical testing. It also says customer anecdotes and testimonials are not scientific evidence, that the net impression of the whole ad counts, including images and product names, and that a disclaimer contradicting a claim does not cure it. If you cannot produce the evidence, delete the claim.

How a text violation turns into a removal or an account warning

Where a listing violation lands depends on what it is and whether it repeats.

Suppressed listings

Amazon’s Suppressed listings page says it hides non-media listings that do not meet certain standards from search and browse. The triggers are incomplete or non-compliant product information, such as missing images or a missing size or color on certain child listings. Suppression is usually a data block that lifts once the field is fixed.

Removals for policy violations

Amazon’s claims policy says misleading or prohibited claims may lead to enforcement actions including product removal, listing restrictions and account penalties. These actions appear on the Account Health page, usually under the Product Policy Compliance tab, with a reason and next steps.

Account Health Rating impact

Amazon’s Account Health Rating program policy describes a score from 0 to 1,000. Amazon says sellers lose points when new policy violations are detected and gain them back when the violations are addressed. A score of 200 to 1,000 is “Healthy”, 100 to 199 is “At Risk”, and 99 or lower means the account is eligible for deactivation or already deactivated. Violations are rated critical, high, medium or low.

Amazon says the points for a violation increase each time the same policy is violated. An account may be at immediate risk of deactivation if it reaches the maximum number of repeat violations for a single policy in a 180-day period, which can be as low as two for higher severity violations. Amazon can also deactivate immediately, regardless of score, for suspected deceptive or harmful activity.

Evasive editing

The detail page rules close one loophole. Sellers may not repeatedly add and remove prohibited claims, images, disclaimers or content to get around Amazon’s controls. Amazon calls listing in a way meant to avoid detection evasive behavior, and says it has no path to reinstatement unless the seller provides valid proof of adherence to all applicable laws and Amazon policies.

How to audit a listing, field by field

An audit finds problems before Amazon does and confirms the fix covers everything. Work from the live page, not only your own files.

Step 1. Capture what is live

Save a dated screenshot of the full detail page, including title, item highlights, bullets, description, images and any brand content. Note any text you did not write.

Step 2. Check the title against the hard rules

Count characters including spaces against the 75 character limit. Scan for prohibited special characters, words used more than twice, all caps words, promotional phrases and subjective words.

Step 3. Read every bullet and the description for prohibited content

Search the text for “@”, “www”, “.com”, phone number patterns, “free”, “shipping”, “sale”, “price”, “discount”, “guarantee”, “review”, “stars”, “new”, “limited”, “FSA” and “HSA”.

Step 4. List every claim and match it to evidence

Write each objective statement in a column, including performance numbers, durations, percentages, ingredients, origin, certifications, environmental terms and health benefits. Next to each, name the document that supports it. Remove any claim without a document, or rewrite it to something you can prove. Remove any statement about a disease or condition on Amazon’s list unless the product has the FDA approval Amazon requires.

Step 5. Check images and status

Infographics often carry the claims the text no longer does, so check them too. Then check status using the table below.

A worked example. One supplement, three problems

Consider a hypothetical turmeric supplement. Its title is 112 characters long and includes “BEST SELLER”. Bullet three says “reduces the pain and stiffness of arthritis”. The description ends with “Visit our website for 20% off your next order”. One morning the ASIN shows as removed under Product Policy Compliance for a prohibited claim.

Deleting only the arthritis bullet leaves other violations live. The title also breaks the length, capitalization and commentary rules, the description carries a website and an offer, and an infographic repeats “joint pain relief”. Two other ASINs carry the same arthritis line.

The fix removes the disease claim from all three ASINs and from the images, rewrites the title within 75 characters, removes the website and discount line, and keeps a structure/function statement only if the manufacturer can provide substantiation.

Diagnose before you rewrite

The most common failure on listing cases is fixing the wrong thing, so classify the case first.

Classify the reason

Read the exact reason on the notice and sort it into one of three groups. A content or accuracy reason (prohibited text, formatting, a misleading description) is usually contained to the listing and fixed by correcting the page. A compliance reason (a certification or regulated claim) needs documents as well as edits. An authenticity or intellectual property reason attached to the listing is an account-level risk that needs sourcing proof or a rights resolution.

Work out who made the change

If you, a contractor or an agency wrote it, you own the root cause and the fix. If another contributor changed a page you sell on, your evidence is the before and after captures and the route is a report through Account Health’s Report Abuse tool, which Amazon names for incorrect information on Brand Registry branded ASINs.

Check whether it is contained

Ask whether this is one ASIN or the visible edge of a pattern. Search your whole catalog for the same phrase, template and image. Repeats of one policy count together over 180 days.

How to fix the listing and get it reinstated

Amazon’s page on how to appeal an account deactivation or listing removal says to find the removed listing in Account Health under Product Policy Compliance, then Manage Inventory, review Performance Notifications, and follow the page’s instructions to appeal or modify the listing.

What a strong listing appeal contains

Listing appeals are usually short, but they follow the same logic as an account level plan of action. State the root cause honestly and specifically. For example, a contractor wrote supplement copy using a disease term and nobody reviewed it against Amazon’s claims policy. List the corrective actions already taken, with proof, such as the claim removed from the named ASIN and the other ASINs that shared it, images replaced and the title rewritten. Then give the preventive controls, each with an owner and a start date, such as a claims review before any listing change is published, a written list of banned phrases and a scheduled catalog audit. See our guide to writing a plan of action.

Evidence that helps, and evidence that does not

If you are defending a claim rather than removing it, attach the documentation that supports that exact claim for that exact product, such as a test report, a certificate, origin records or the manufacturer’s substantiation file. Documents must be genuine and unaltered. If they do not support the claim, remove the claim.

If the appeal is declined

Read the decline for what is still missing. Usually it is a second instance of the wording, an image or a missing document. Fix that gap and never resubmit unchanged. If listings keep being removed under one policy, look at how Amazon is counting repeats, and read our guide to reading Amazon’s suspension notices before you respond again. Our listing recovery service handles cases where the pattern has already reached account health.

See also Amazon Pesticide Claims and Amazon UPC and Barcode Rules.

For a closely related case, read Selling Medical Devices on Amazon.

Common mistakes that keep listings down

• Fixing only the sentence Amazon quoted. The same claim usually lives in an image, a bullet and a sister ASIN.
• Replacing a disease word with a softer synonym. Implied claims count. “Soothes diabetic nerve discomfort” is still a claim about diabetes.
• Adding a disclaimer instead of removing a claim. The FTC says a contradicting disclaimer does not cure a misleading claim.
• Putting the claim back after reinstatement. Amazon treats repeated adding and removing as evasive behavior.
• Answering a hijack as if you wrote it. Report it instead.

For listing problems outside the text rules, see our guide to solving common Amazon listing issues, and for categories Amazon limits, our guide to restricted products.

A routine that keeps your listings clean

Sellers who rarely see a removal notice treat every text change as a controlled release.

Keep an evidence file per ASIN with the approved copy, each claim and its document, and dated screenshots of what went live.

Frequently Asked Questions

Can I put my website or support email in an Amazon product description?

No. Amazon’s detail page rules prohibit phone numbers, addresses, email addresses and website URLs in titles, descriptions, bullet points and images.

How long can an Amazon product title be?

No more than 75 characters including spaces for non-media products in most stores. Item highlights add 125 characters below the title.

What is a disease claim on Amazon?

Any explicit or implied statement that a product can diagnose, treat, mitigate, cure or prevent a disease or health condition. Amazon prohibits these for products without FDA approval.

Why is my listing suppressed when I have not received a violation?

Suppression usually means the listing is missing required information or a field does not meet Amazon’s standards. Check Manage All Inventory for the specific field and correct it.

Will a listing violation affect my account?

It can. Amazon says policy violations cost Account Health Rating points by severity, repeats of the same policy cost more, and reaching the repeat maximum in 180 days can put the account at immediate risk.

Can I add a removed claim back once the listing is live again?

No. Amazon treats repeatedly adding and removing prohibited claims or content as evasive behavior, which can lead to termination of selling privileges.

What if another seller changed my listing text?

Save dated before and after screenshots and report the incorrect information through Account Health’s Report Abuse tool. Amazon says Selling Partner Support cannot edit authorized users’ contributions on Brand Registry branded ASINs.

Get Help With a Suppressed or Removed Listing

If a listing removal is already counting against your Account Health Rating, or the same policy keeps coming back, we can review the notice, audit the affected listings and build the response. Submit your case for a review, or book a consultation to talk it through.

This is educational information about Amazon’s published policies and federal guidance, not legal advice. Amazon updates its policies and enforcement, and outcomes depend on the facts of each case. Check the current help pages in Seller Central, and consult a qualified attorney about the law that applies to your products.

Our listing recovery team can take the case from here. If the account itself is restricted, start with our Amazon suspension service. You can also see all our marketplace suspension services.

Sources

• Amazon Seller Central: Product detail page rules
• Amazon Seller Central: Product title requirements and guidelines
• Amazon Seller Central: Misleading and prohibited claims
• Amazon Seller Central: Suppressed listings
• Amazon Seller Central: Account Health Rating program policy
• Amazon Seller Central: Appeal an account deactivation or listing removal
• FTC: Policy Statement Regarding Advertising Substantiation
• FTC: Health Products Compliance Guidance
• FTC: Complying with the Made in USA Standard
• FDA: Structure/Function Claims