How to use the Merch listing checker
- Pick the marketplace you publish on.
- Paste your brand name, title, both bullet points and the description, or press Try an example.
- Watch the counts under each field: they turn pink past the limit.
- Fix every pink line, review the yellow ones, and aim for a score of 100.
Amazon Merch character limits and listing rules
| Field | Limit | Required |
|---|---|---|
| Brand name | 50 characters | Yes |
| Product title | 60 characters | Yes |
| Bullet point 1 and 2 | 256 characters each | No |
| Description | 2,000 characters | No |
These are the limits the Merch create form applies as of November 2026. Amazon also does not allow, in the brand, title, bullets or description: phone numbers, addresses, emails or URLs; reviews, quotes or requests for reviews; shipping or fulfillment details, including “Amazon Prime”; promises that proceeds go to a cause; keyword stuffing; suggested use such as “gift”; promotional phrases such as “best seller”; and words implying special print effects or materials (neon, metallic, glitter, glow, wood, leather).
Sources: Merch’s FAQs (“What can I include on my detail page?”), the content policy, the Guide to Merch Product Quality and the best practices, checked on November 14, 2026.
Example: fixing a weak title
“Cat Dad Funny Cat Dad Sunglasses Gift T-Shirt” is 45 characters and fits, but it repeats “cat dad”, uses “gift” (suggested use) and spends 8 characters on “T-Shirt”. “Cat Dad Sunglasses Retro Vintage Kitten Lover” keeps the search words, describes the design, and passes every check.
Mistakes to avoid
- Writing about the shirt, not the design. Fabric, fit, sizing and print quality are not allowed.
- Holiday and gift wording. Name the theme (“Christmas cat”) rather than the use (“Christmas gift”).
- Bullets as keyword lists. Write one or two real sentences each; lists read as stuffing.
- Brand names you do not own. Check every phrase with a trademark search first.
Need words to start from? The Amazon Merch keyword tool lists what shoppers type into Amazon search, and the Amazon Merch keywords guide shows where to use each phrase. Starting from a blank page? The Merch listing generator writes a first draft from your design.
Facts checked and page updated on .
