Amazon listing auditor: score your listing against Amazon’s rules

What it checks

Amazon requirements, Amazon best practices and mine

Every finding carries one of three labels. Amazon requirement means an official Seller Central page says “must”, “must not” or “prohibited”; the finding links to that page and to the marketplaces where I read it. Best practice · Amazon is guidance from the same pages that Amazon itself presents as a best practice. Best practice · mine comes from my own marketplace work and is not an Amazon requirement. The 75-character title limit is an Amazon requirement: it applies to every category except media since 27 July 2026. Some limits, such as the length of a bullet point, change by product type; those are flagged “verify for your category”.

How the score works

Each rule scores between 0 and 1, and each dimension is the weighted average of its rules. Amazon requirements count double, and a requirement is either met or not: one bullet with a phone number breaks it for the whole listing. The total weighs title 25, bullets 20, search terms 15, keywords 15, completeness 15, description 10 and, when you add a second language version, localisation 10. Then every Amazon requirement that fails takes points off: 12 for a critical one, 6 for a major one and 3 for a minor one, scaled by how much of the field breaks it (one bullet out of five takes 60% of the penalty, all five take all of it). While any requirement fails, the score is first scaled to 84% and the penalties are taken from that, so a listing that breaks the rules never looks finished and two listings with different failures still get different scores. It is a content quality score: it does not predict ranking or sales.

Keywords are matched literally

A keyword counts as used only when the exact phrase appears, ignoring capitals and extra spaces. There is no stemming, no plurals and no fuzzy matching: “water bottle” does not count “water bottles”. The table shows where each keyword appears and which ones are missing, and the main keyword (the first one in your list) should be in the title.

Localisation and competitors

Paste the same listing in a second language and the auditor compares the two: numbers and measurements that differ, model codes missing in the translation and words that look untranslated. These are warnings to review, not errors. Paste up to three competitor listings to compare title length, bullets and keyword use, and to see the terms they use that you do not.

Private by design

The analysis runs on this page. Nothing you paste is sent to a server, and it keeps working offline once the page has loaded. Nothing is stored unless you tick “Remember”, which keeps it in your own browser. The PDF report is created by your browser’s print dialog on your device.

What it does not check

• Images, video and A+ Content.
• Category style guides, restricted claims and regulated wording beyond the examples in the rules.
• Backend attributes, variations and the live page, which Amazon may already have rewritten.
• Whether your keywords are the ones shoppers actually search.

Those need a look at the catalogue. When the score is not the whole story, ask for a free mini-audit: one listing, reviewed by me within 48 working hours. For a whole account or catalogue, see how I work as an Amazon consultant.