Backend search terms are limited by bytes, not characters. In UTF-8, basic Latin letters take one byte and Polish diacritics take two. The byte count depends on the actual characters, so 250 characters do not automatically mean 500 bytes. Keep generic search terms under 250 bytes: going over the limit can make Amazon ignore the entire field. Check the current requirements for your marketplace before uploading.
| Title | 200 characters, cut off at around 80 in mobile results. |
| Bullet points | 500 characters each. Shorter usually reads better — the first two carry most of the decision. |
| Description | 2,000 characters. Replaced by A+ Content if you have Brand Registry. |
| Search terms | Under 250 bytes. No commas needed, no repeating words already in the title, no competitor brand names. |
These are the values Amazon commonly enforces. Individual categories set their own, sometimes lower — check your category template in Seller Central before a bulk upload.
Amazon indexes the title and the search terms together. A word already in the title gains nothing from being repeated in the backend — it just uses up bytes you could have spent on a synonym, a misspelling buyers actually type, or a use case. The tool lists every word you have duplicated.
Counting bytes and checking content rules before upload catches the problems that quietly cost a listing its visibility. Review each flagged term in context and against the rules for your category — the tool flags, you decide. Doing this across a whole catalogue is Listing Production, priced per channel.