What goes in an Amazon description
If you have A plus content, the plain description is frequently not the thing buyers read, and writing both as though each were the only one is the usual mistake.
Amazon's public India listing page says only to optimise the description using keywords for discoverability, with no character limit, no permitted HTML list and no mention of A plus content. In practice, where A plus content exists it usually takes the visual space, so the plain description should be written to stand alone for the cases where A plus does not render.
- Amazon publishes no description limit and no HTML tag list on any readable page.
- Where A plus content exists it generally takes the space the description had.
- Write the description to stand alone anyway, because A plus does not always render.
- Plain prose survives everywhere. Elaborate markup is the first thing to break.
- Do not duplicate the bullets here. It wastes the one place you have room to explain.
The description is the part of an Amazon listing with the least published guidance and the most inherited folklore, and the arrival of A plus content changed its job without changing most of the advice written about it.
What Amazon publishes, and what it does not
The public India listing page says to optimise the description using keywords to improve listing discoverability. That is the whole of it. No character limit, no list of permitted HTML tags, and no mention at all of how A plus content interacts with it.
That absence is worth stating plainly, because the specific limits and the tag lists circulating publicly are not traceable to an Amazon page you can open. They live in the style guides behind a seller login, and those are also where any change would appear first.
What A plus content changes
Where A plus content is present, it generally occupies the area a buyer reads, and the plain description recedes. That makes a lot of older advice about writing a long persuasive description misdirected for listings that have A plus, because the thing being optimised is frequently not the thing being read.
It does not make the description pointless. A plus content does not render in every context, and when it does not, the plain description is what is there. So the description's job is to be a complete, self-sufficient account of the product for the cases where it is the only account available.
Write prose, not markup
Plain, well-ordered sentences survive every rendering context. Elaborate markup is the first thing to break, and because the permitted tag list is not publicly documented, building a description around formatting is building on something you cannot verify and that can change without telling you.
The practical consequence is that structure should come from the order of the sentences rather than from tags. Lead with what the product is and who it suits, then the material or specification detail, then the practical notes about care, fit or compatibility.
Do not repeat the bullets
The commonest description is a restatement of the bullet points in paragraph form, which spends the one area with real room on content the buyer has already seen. The description is the right place for the things that do not fit a bullet: the context, the comparison between variants, the explanation of why a specification matters.
A useful test is whether a buyer who has read the title and bullets learns anything new. If not, the description is decoration.
Keywords, in the one sense Amazon actually mentions
The only thing Amazon says publicly about descriptions is to use keywords for discoverability, so it is worth doing deliberately and not clumsily. That means the words buyers actually use, worked into sentences that read naturally, rather than a block of terms appended to the end.
A description written in supplier vocabulary fails both tests at once: it is not found, because nobody searches that way, and it is not persuasive, because it does not sound like the buyer's own problem described back to them.
Where this sits in the rest of your Amazon operation
Robnu is read-only on Amazon today: orders, returns, payouts and inventory sync so you can see and reconcile them, and it cannot accept Amazon orders or make their labels. Order processing is live for AJIO and Meesho. Related reading:
Sources & further reading
- Amazon India, how to list your products the one publicly readable Amazon.in page that states listing figures. Read 11 October 2026.
- Amazon listing and image style guides login-gated. It redirects to Amazon sign-in, so the detailed rules it holds are not quoted here and are described as market convention instead.
- Amazon India seller forums where the failure shapes described here are reported by sellers. Read 11 October 2026.
Not legal or tax advice. Amazon changes fees, windows and policies without notice, and the detailed style guides sit behind a Seller Central login, so any figure quoted here as convention is not Amazon-published. Check anything you plan to act on against your own Seller Central account or flat-file processing report first.
Questions sellers ask
Amazon states no character limit on any page readable without a seller login. Its public India listing page says only to optimise the description using keywords for discoverability. The limits circulating publicly come from the category style guides, which require an account, and those are also where a change would appear first.
There is no publicly documented list. The permitted tags are described in the style guides behind a seller login, so building a description around specific markup means relying on something you cannot verify and that can change silently. Plain prose survives every rendering context, which is the safer default.
Yes, though its job changes. Where A plus content is present it generally occupies the space the buyer reads, so the description recedes. But A plus does not render in every context, and when it does not the plain description is all that is there, so it should be a complete self-sufficient account of the product.
No, and this is the most common mistake. Restating the bullets in paragraph form spends the one area with real room on content the buyer has already read. Use it for what does not fit a bullet: context, the comparison between variants, and why a specification actually matters.
Naturally, in sentences, using the words buyers actually type rather than supplier vocabulary. Using keywords for discoverability is the only thing Amazon says publicly about descriptions, so it is worth doing deliberately. A block of terms appended at the end serves neither discovery nor persuasion.
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