An Amazon listing grader checks your title, bullet points and description against a fixed set of quality and compliance rules and returns a listing quality score. This free grader from Embarc Consulting scores out of 100 across five weighted categories: title (25), bullets (30), keywords (20), readability (10) and compliance (15). Every rule is published below, so you can see exactly why you lost points.
How does the Amazon listing grader score a listing?
The grader runs entirely in your browser. It reads what you paste, applies the rules in the table below, and adds up the points. Nothing is guessed by a black-box model, so the same listing always gets the same score.
| Category | Points | What it checks |
|---|---|---|
| Title | 25 | Length (7), primary keyword near the front (6), restricted characters (4), ALL CAPS words (3), words repeated more than twice (3), promotional phrases (2) |
| Bullets | 30 | Number of bullets (5), length of each bullet (10), a clear lead phrase (5), specifics like numbers and units (5), duplicate bullets (5) |
| Keywords | 20 | Coverage of your target keywords across title and bullets (14), keyword stuffing (6) |
| Readability | 10 | Average sentence length (5), Flesch reading ease approximation (5) |
| Compliance | 15 | Promotional and time-sensitive language, unverified superlatives, medical and pesticide-type claims, contact details and URLs, emojis, competitor comparisons |
Title rules
- Length: Amazon's general guideline caps titles at 200 characters for most categories, and shorter titles read better on mobile. Titles of 80–150 characters get full marks, 60–79 or 151–200 get partial credit, and anything over 200 is flagged as a likely suppression risk.
- Primary keyword: the first keyword you enter is treated as primary. Full marks if the exact phrase appears in the first 80 characters, partial credit if it appears later or only as scattered words.
- Characters: Amazon's title requirements restrict certain characters, including ! $ ? _ { } ^ ¬ ¦ and ~. Any of them costs the full 4 points.
- Repetition and caps: no word (other than short connecting words like "and" or "with") should appear more than twice, and ALL CAPS words are flagged unless they are short acronyms such as BPA or USB.
Bullet rules
Five bullets earn full count marks. Each bullet is scored on length: roughly 150–250 characters reads well, under 60 is too thin to sell, and over 500 is a wall of text. Bullets that open with a capitalized lead phrase (for example "LEAK-PROOF LID:") scan faster. Bullets with specifics, such as numbers, sizes, counts or materials, convert better than adjectives, and near-duplicate bullets waste space.
Keyword, readability and compliance rules
Keyword coverage gives full credit when a target phrase appears in the title, 70% when it appears only in bullets, and 40% when its words are present but not together. Stuffing is flagged when any single word appears more than 7 times, or more than 5% of all words, across title and bullets. Readability uses average words per sentence (20 or fewer is ideal) and an approximate Flesch reading ease score (60 or higher is ideal). Compliance starts at 15 and loses 4 points for each distinct high-risk term and 1.5 for each term worth reviewing.
How should you read your listing quality score?
| Score | What it usually means | What to do |
|---|---|---|
| 85–100 | Clean, keyword-relevant, low policy risk | Move on to images, A+ Content and conversion testing |
| 70–84 | Solid, with a few fixable gaps | Work through the top fixes, then re-grade |
| 50–69 | Likely leaving traffic or conversion on the table | Rework the title and weakest bullets |
| Under 50 | Structural problems or real policy risk | Rewrite from keyword research up |
If two or more red compliance flags are found, the label next to your score changes to "Policy risk" whatever the number says. Treat red compliance flags first. A listing that scores 90 on keywords but claims to "cure" something can be suppressed, and no amount of keyword coverage helps a listing nobody can see. After that, fix the title, because it carries the most search weight and is what shoppers read first in results.
What are the most common Amazon listing mistakes?
- Burying the main keyword. Brand, then a long string of adjectives, then the actual product name at character 120.
- Promotional copy. "Best seller", "#1", "limited time" and guarantee language are not allowed in listing content and invite suppression.
- Health claims on non-drug products. Words like cure, treat, prevent and heal, or claims that a product kills bacteria, are restricted for most products. Antimicrobial claims can be treated as pesticide claims, which Amazon restricts unless the product is properly registered.
- Keyword stuffing. Repeating "water bottle" nine times does not help indexing and makes the copy harder to read.
- Vague bullets. "High quality material" says nothing. "18/8 stainless steel, 32 oz, fits most cup holders" says a lot.
What does this listing checker not measure?
A text grader cannot see your images, A+ Content, price, reviews or backend search terms, and those drive a large share of conversion. If your copy scores well but sales are flat, the problem is often elsewhere; our guide on why a 4.1-star product struggles on Amazon covers the most common culprits. For the hidden half of your keyword set, use the free backend keywords tool.
To go deeper on the copy itself, read the Amazon listing optimization guide and the Amazon keyword research guide. If you would rather hand it off, Embarc Consulting, an SPN-registered, private-label-only Amazon agency, runs listing optimization as part of weekly account management, with compliance-safe rewrites for restricted categories.