Reference · retailer rules
Four shelves, four rulebooks: the register.
Every rule the copy relies on, with where it came from, when the source is dated and when I last read it. A rule older than 90 days gets re-checked before I rely on it.
- Published The retailer publishes it.
- Guide A retailer recommendation.
- Portal Behind a supplier or seller login. Verify there.
Amazon 7 rules
Title 75 chars
75 characters or less including spaces, all categories except media, from July 27, 2026
Item Highlights 125 chars
New field, up to 125 searchable characters
Title characters
No ! $ ? _ { } ^ ¬ ¦ unless part of the brand name; no word more than twice (prepositions, articles and conjunctions excepted). Published January 2025; the 2026 notice does not say whether it still applies, so I keep to it.
Bullets
Special characters, emojis and phrases such as refund guarantees are restricted (from August 15, 2024). Count and length limits sit in the category template.
Main image
Pure white background, product fills 85% or more of the frame, no text, logos or watermarks, at least 1000 px on the longest side
A+ Content
For brand owners in Brand Registry (sellers) and vendors. Five to seven modules; review can take up to seven business days.
Brand Store
Free for sellers in Brand Registry, vendors and agencies
Walmart 6 rules
Title 150 chars
Not exceeding 150 characters. No all caps, special characters, promotional claims, retailer names or repeated keywords.
Key features 80 chars
Three to 10, most important first, 80 characters each including spaces
Description 150 words min
One paragraph, at least 150 words. Word counts can vary by category.
Images
Main image on seamless white. At least four images recommended. 1500 x 1500 px minimum for zoom, 2200 x 2200 recommended.
Variant group 3 attributes
Up to three varying attributes per group
Supplier (1P) style guide
Category style guides for suppliers sit behind the Supplier Academy login.
Kroger 5 rules
Title 100 chars
Brand + descriptor + variable + product name. Ideally 100 characters or less. Title case. No commas, no size or count.
Marketing message 400 chars
Required. One to three sentences, roughly 300 to 400 characters, about the product, not the brand.
Bullets 7 bullets
Top five to seven features. No promotional or pricing language.
Images 6 images
Six slots: one required main image and five alternates. 1000 px minimum.
Submission
Item data goes through the Kroger Item API using Syndigo, 1WorldSync or Salsify. The Vendor Item Portal was switched off on April 1, 2026.
Target 2 rules
Title, bullets, description
Current rules sit inside Target's vendor and Target Plus portals. One public Target Plus checklist exists but carries no date.
Enhanced content
Submitted through a content provider such as Syndigo or Salsify.