Building a Compliant Amazon Listing: Titles, Bullets, Images, and Keywords

Compliance-first mindset: build the listing to survive review

A compliant listing is one that (1) accurately represents the product, (2) uses Amazon’s required fields correctly, and (3) avoids policy-triggering language and imagery. The fastest way to get suppressed is to treat the listing like ad copy instead of structured product data. Build your listing in this order: product type → attributes → variations → images → title/bullets → description/A+ readiness → keywords → final compliance check.

What “suppressed” usually means

Suppressed listings commonly lose the Buy Box, become non-searchable, or show as inactive because Amazon flags missing required data, restricted terms, or image issues. Suppression is often automated, so your best defense is correct structure and conservative wording.

Step 1: Select the right Product Type (PT) and category path

In Seller Central, the product type is not just a label—it controls which attributes are required and which fields appear (size, material, wattage, compatibility, etc.). Choosing the wrong product type can force mismatched attributes, create variation errors, or trigger compliance checks that don’t apply to your item.

How to choose correctly

• Start from the customer’s intent: What would they type to find this exact item? The product type should match that intent (e.g., “water bottle” vs “thermos” vs “tumbler”).
• Match the physical form and use-case: A “phone case” should not be listed as “phone accessory bundle” unless it truly is a bundle.
• Check required attributes before committing: If the PT requires attributes you cannot truthfully provide (e.g., “battery type,” “power source”), you likely chose the wrong PT.

Practical check

Before writing any copy, open the listing form and scan for required fields (often marked with an asterisk). If you can’t fill them accurately from your product and packaging, stop and re-evaluate the product type.

Step 2: Enter attributes correctly (this is where compliance starts)

Attributes are structured facts. They power search filters, browse nodes, and automated compliance checks. Incorrect attributes can be treated as misleading content even if your title is honest.

Continue in our app.

You can listen to the audiobook with the screen off, receive a free certificate for this course, and also have access to 5,000 other free online courses.

Or continue reading below...

Download the app

High-impact attributes to get right

• Brand: Use the correct brand exactly as it appears on the product/packaging. Don’t add “generic” unless it truly is unbranded.
• Product identifiers: UPC/EAN/GTIN exemption (if applicable) must match your situation. Don’t reuse identifiers across different products.
• Material, color, size, capacity, count: Must match the actual item and the variation selection.
• Compatibility fields: Only list models/devices the product is verified to fit.
• Country of origin and compliance fields: Fill any safety/compliance-related attributes requested by the PT (e.g., batteries, age grading, hazardous material indicators) accurately.

Attribute hygiene rules

• No marketing in attributes: Don’t put “Best,” “Premium,” “Free shipping,” or promo text into color/size/material fields.
• Use standardized units: Prefer the unit selectors (oz, ml, inches, cm) rather than typing free-form text.
• Be consistent across fields: If capacity is 24 oz, don’t write 25 oz in bullets “for marketing.”

Step 3: Set up variations the safe way

Variations (parent/child relationships) help customers choose options like size or color on one detail page. Misusing variations is a common compliance and suppression trigger because it can mislead customers.

Variation rules that keep you out of trouble

• Only vary legitimate options of the same product type: Same core product, same brand, same purpose. A “bundle” should not be a child of a single item.
• Use the correct variation theme: Example themes include Color, Size, Size-Color, Pack Count. Don’t force a theme that doesn’t match the item.
• Children must differ by the theme attribute: If the theme is Color, each child must have a unique color value and matching images.
• Don’t mix materially different products: Different materials, different models, different features (e.g., insulated vs non-insulated) often should be separate listings unless the category explicitly allows it.

Variation compliance checklist

• Each child has its own accurate price, SKU, identifier, and images.
• Titles/bullets do not claim features that only apply to some children unless clearly scoped (and ideally avoided).
• Size/capacity/count values match the selected child option.

Step 4: Images that meet Amazon requirements (and pass automated checks)

Images are heavily policed by automated systems. Build your image set to meet technical requirements first, then optimize for conversion.

Main image (the one that appears in search)

• Background: Pure white background (RGB 255,255,255).
• Product only: The product should fill most of the frame (commonly ~85% of the image area) without being cut off.
• No extra objects: Avoid props that are not included in the purchase.
• No text/graphics: No badges, seals, “Best Seller,” “BPA Free,” “Warranty,” “Free shipping,” or comparison charts on the main image.
• No watermarks or borders: Keep it clean.

Technical specs (safe defaults)

• Resolution: Aim for at least 1600 px on the longest side to enable zoom; avoid low-res images that look blurry.
• File formats: JPEG is common; PNG is fine if needed.
• Color accuracy: Ensure the image matches the selected variation (e.g., “Navy” looks navy, not black).

Secondary images (where you can educate)

Secondary images can show lifestyle use, close-ups, dimensions, and what’s included. Even here, keep claims conservative and verifiable. If you include infographics, ensure they are truthful, not medical/safety guarantees, and do not imply certifications you don’t have.

Common image-related suppression triggers

• Main image not on pure white background.
• Text overlays, promotional badges, or watermarks on the main image.
• Images showing accessories not included (creates “misleading” flags).
• Inconsistent images across variations (wrong color/size shown).

Step 5: Write a compliant title (style guide + clarity)

Your title should identify the product precisely without stuffing. Amazon titles are not the place for keyword lists, excessive punctuation, or promotional language.

Title building blocks (safe structure)

Brand + Product Type + Key Attribute(s) + Size/Count + Color/Variant (if relevant)

Title rules that prevent issues

• Be factual: Only include features you can prove (material, capacity, compatibility).
• Avoid prohibited/policy-sensitive phrasing: Don’t use medical claims, cure language, or “guaranteed results.”
• No promos: Avoid “Best,” “#1,” “Free shipping,” “Sale,” “Limited time.”
• Don’t include seller info: No store name, phone numbers, URLs, or “official.”
• Keep formatting clean: Avoid ALL CAPS, repeated symbols, or keyword stuffing.

Example (generic, compliance-first)

Acme Stainless Steel Insulated Water Bottle, 24 oz, Leak-Resistant Lid, Matte Black

Step 6: Write five compliant bullet points (benefit + proof)

Bullets should help customers decide quickly. Each bullet should combine a customer benefit with a verifiable product fact. Avoid absolute claims unless you can substantiate them and they are allowed for your category.

Bullet framework

• Bullet 1 (What it is): Product type + primary use-case.
• Bullet 2 (Key feature): Material/build + what it does.
• Bullet 3 (Fit/compatibility or dimensions): Size, capacity, included parts.
• Bullet 4 (Care/usage): Cleaning, storage, limitations.
• Bullet 5 (What’s included / support info): In-the-box contents; avoid warranty promises unless you can fulfill them and phrase carefully.

Compliance guardrails for bullets

• No restricted claims: Avoid “cures,” “treats,” “prevents,” “FDA approved” (unless truly applicable and permitted), or disease references.
• No comparative attacks: Avoid “better than Brand X” or “beats competitors.”
• No unverifiable superlatives: “Best,” “strongest,” “100% guaranteed.”
• Scope carefully: If a feature applies only to one variation, don’t state it on the parent in a way that misleads.

Step 7: Product description and A+ readiness (write once, reuse safely)

The product description is where you can explain the story and use-cases in a longer format. Even if you plan to add A+ Content later, write the description as if it will be reviewed for accuracy and claims.

Description structure that stays compliant

• Paragraph 1: What the product is and who it’s for (plain language).
• Paragraph 2: Key specs (materials, dimensions, capacity, compatibility).
• Paragraph 3: Use and care instructions; limitations (e.g., “hand wash recommended” if true).
• Paragraph 4: What’s included in the package.

A+ readiness checklist (before you build modules)

• All claims in A+ can be supported by the same facts used in bullets/attributes.
• Images used in A+ match the product exactly and don’t imply extra items.
• No certification logos unless you are authorized and the certification is legitimate for the product.
• Comparison charts compare only your own products and remain factual.

Step 8: Keywords the compliant way (frontend vs backend)

Amazon uses multiple fields to understand relevance. Your goal is to include search intent terms without repeating or adding restricted language.

Frontend keywords (customer-facing)

• Appear naturally in title, bullets, and description.
• Use common synonyms where appropriate, but avoid stuffing.

Backend search terms (not visible to customers)

• Use for synonyms, alternate spellings, and long-tail phrases you didn’t fit naturally.
• Avoid restricted terms: Don’t add medical claims, competitor brand names, or anything you wouldn’t want reviewed.
• Don’t repeat: Repeating words already in the title/bullets wastes space.
• Keep it clean: No commas needed; avoid punctuation and filler words.

Backend keyword examples (for a water bottle)

insulated bottle stainless steel flask gym bottle leak resistant lid travel bottle 24oz matte black

Common reasons listings get suppressed (and how to prevent them)

Template-driven exercise: build a compliant listing draft

Use the template below with your own product. If you don’t have one yet, practice with a simple, non-regulated item (e.g., stainless steel water bottle, microfiber cleaning cloths, silicone spatula). The goal is to produce a draft that is accurate, consistent, and policy-safe.

Step A: Create a “spec sheet” (source of truth)

Brand: [Exact brand on product/packaging] Product type: [e.g., Insulated Water Bottle] Material: [e.g., 18/8 stainless steel] Capacity/Size: [e.g., 24 oz] Color/Finish: [e.g., Matte Black] Included in box: [e.g., 1 bottle, 1 lid] Care: [e.g., Hand wash recommended] Compatibility (if any): [e.g., Fits standard car cup holders up to X in] Country of origin: [e.g., China] Warnings/limitations: [e.g., Not for microwave; do not freeze if applicable]

Step B: Title template

Template: [Brand] [Product Type], [Primary Material], [Key Feature], [Size/Count], [Color/Variant]

Your draft title:

[Write your title here]

Step C: Five bullet templates

• Bullet 1 (Use-case): [What it is] for [who/where used], designed for [primary benefit].
• Bullet 2 (Build/material): Made with [material]; [what that means in practical terms].
• Bullet 3 (Specs/fit): [Capacity/dimensions]; [compatibility or fit note].
• Bullet 4 (Ease of use/care): [Cleaning/care]; [usage limitation if needed].
• Bullet 5 (What’s included): Includes [in-the-box list]; [support note without overpromising].

Your five bullets:

1) 2) 3) 4) 5)

Step D: Backend search terms template

Rules: synonyms, alternate phrases, no competitor brands, no restricted claims, no repetition.

Template:

[synonym 1] [synonym 2] [use-case phrase] [material phrase] [feature phrase] [size phrase] [audience phrase]

Your backend search terms:

[Write your backend terms here]

Step E: Image shot list (compliance-first)

Create an image plan before you shoot. This prevents adding non-compliant overlays later.

• Image 1 (Main): Product on pure white background, no text, no props, correct variation shown.
• Image 2 (Angle/secondary): 3/4 angle showing depth and finish.
• Image 3 (Close-up): Material/texture detail (e.g., lid seal, stitching, surface finish).
• Image 4 (Dimensions): Product next to a ruler or with a clean dimension graphic (keep claims factual; avoid “guaranteed”).
• Image 5 (In the box): All included components laid out; exclude anything not included.
• Image 6 (Lifestyle): Product in use in a realistic setting; ensure the scene doesn’t imply extra items included.
• Image 7 (Feature demonstration): Show how it opens/closes, fits in a cup holder, or folds—only if true for that exact item.

Quick self-audit before you submit

• Do title, bullets, and images all describe the same exact product and variation?
• Are all required attributes completed and consistent with the copy?
• Did you avoid promotional language, restricted claims, and unverifiable superlatives?
• Does the main image meet white background and “no overlays” rules?
• Are variations grouped only by legitimate themes (color/size/count) without mixing different products?