What is the generic keyword field on Amazon?

It is the listing attribute for backend search terms, shown as Search Terms in Seller Central and as generic keyword in flat files and the API. Amazon indexes it but does not show it to shoppers. Use it for words your visible listing does not already contain.

Is generic keyword the same as search terms?

Yes. Generic keyword is the attribute name used in flat files and the Selling Partner API, while Search Terms is the label in the Seller Central listing editor. Both refer to the same hidden field that Amazon search indexes.

How many characters is the Amazon generic keyword field?

The limit is set in bytes. 2026 seller guides put it at about 249 bytes in the US, which is roughly 200 to 240 characters of plain English with spaces. Accented letters use more bytes. Check the limit your own listing editor shows.

Should I repeat title words in generic keywords?

No. Amazon already indexes your title, Item Highlights and bullets, so repeating those words wastes bytes. Use the field for synonyms, variants and other words that are not in your visible copy, and let Amazon combine words across fields into phrases.

Can I use Spanish words in Amazon generic keywords?

Many US sellers add Spanish product terms because some shoppers search in Spanish. Remember that accented characters use more than one byte, so they fill the field faster. Only add terms that accurately describe the product.

Amazon Generic Keywords: How to Fill the Field in 2026

What changed: The generic_keyword attribute, shown as Search Terms in Seller Central
When: Updated October 2026
Who it affects: Anyone creating listings by form, flat file or API
What to do: Fill it with new words only, spaces between, under the byte limit

Key takeaways

Generic keyword is the same field as Search Terms: hidden, indexed and limited in bytes.
Use it only for new words: synonyms, variants, misspellings, Spanish terms and use cases.
After 2026's 75-character titles, move removed title words into Item Highlights, bullets and this field.

1Collect
Search terms and Brand Analytics
2Filter
Drop words already visible
3Write
Spaces only, no brands
4Count
Stay under the byte limit
5Test
Search ASIN plus keyword

What does generic keyword mean on Amazon?

Generic keyword is the name of the listing attribute that holds backend search terms. In the Seller Central listing editor it appears as Search Terms; in flat files and through the Selling Partner API it appears as generic keyword. They are the same field. The word generic distinguishes it from older special fields such as platinum keywords and from structured attributes such as target audience or intended use.

Whatever the label, the job is the same: add words shoppers search that your title, Item Highlights, bullets and description do not already contain. Our Amazon backend keywords guide covers the same field from the search terms angle.

How long can Amazon generic keywords be?

2026 seller guides consistently put the US limit at 249 bytes, though some sources list different limits for other marketplaces. Bytes are not characters: plain letters, numbers and spaces cost one byte each, while accented letters and symbols cost more. Sources disagree on what Amazon does with an over-limit field, with some saying it is truncated and others that it is not indexed, so stay under the limit shown in your own listing editor.

About 249 bytes in the US per seller guides
Accents and symbols use more than one byte
Limits can differ by marketplace
Check the counter in your own editor

Rules for writing generic keywords

Amazon's guidance and long seller experience point to the same rules. Following them keeps every byte useful and keeps the listing compliant.

Separate words with single spaces, no commas
Do not repeat words already in visible copy
Do not include brand names, yours or anyone else's
Do not include ASINs
No subjective claims such as best or amazing
No temporary terms such as new or sale
Use one form of a word where Amazon matches variants
No offensive or abusive terms

	Belongs here	Does not
Synonyms
Spanish terms
Misspellings
Brand names
Words from title
Best, new, sale

Generic keyword and Search Terms are one field.

What to put in the generic keyword field

The best words come from data, not guesswork. Look at your Sponsored Products search term report for converting searches that use words your listing lacks, and at Brand Analytics Search Query Performance for queries where you get impressions but few clicks. Our Amazon keyword research guide explains how to build the list.

Synonyms and alternate product names
Regional words: trash can and garbage bin
Common misspellings shoppers type
Spanish terms for the US store where relevant
Use cases and occasions
Audience words

A worked example of generic keywords

Take a bamboo cutting board whose title reads Bamboo Cutting Board Set of 3 with Juice Groove, and whose Item Highlights mention kitchen, meat, vegetables and dishwasher safe status. Words already visible should not be repeated. A compact generic keyword entry could be: chopping block butcher serving tray charcuterie cheese platter wood wooden tabla de cortar housewarming gift wedding bread fruit carving.

Every word adds a new search the product can match. Amazon combines the words into phrases on its own, so charcuterie and board can match charcuterie board even though board appears only in the title. For more examples by category, see our Amazon keywords examples guide.

How to add generic keywords, step by step

You can edit the field in Seller Central or in bulk.

In Seller Central, go to Catalog, then Manage All Inventory
Choose Edit on the product and open the Keywords or Product Details tab
Paste words into Search Terms and check the byte counter
For bulk edits, fill the generic_keyword column in your category flat file
Upload and review the processing report for errors
After processing, search ASIN plus a new keyword to confirm indexing

Generic keywords after the 2026 title limit

Since July 27, 2026, Amazon caps titles at 75 characters, including spaces, for all categories except media, and offers an Item Highlights field of up to 125 characters. When you cut a long title, sort the removed words: the most important go into Item Highlights, descriptive phrases into bullets, and the remaining synonyms and variants into generic keywords. Our Amazon product title optimization guide covers the new title rules.

Common generic keyword mistakes

The most common errors are copying the title into the field, which wastes bytes, adding competitor brands, which risks the listing, and pasting comma-separated lists from tools without cleaning them. Another is filling the field once at launch and never updating it, even as ad data reveals new search terms. Review it at least quarterly.

Where PPC Spider helps

PPC Spider's Amazon SEO services write generic keywords from your search term and Brand Analytics data, count bytes, and test indexing after each change. SpiderOS flags new converting search terms from ads so the field stays current. Get a free Amazon audit to see which searches your listings miss.

Sources

SellerSprite: Amazon backend search terms, the 2026 complete checklist (sellersprite.com/en/blog/Amazon-Backend-Search-Terms-The-2026-Complete-Checklist)
Ecombrainly: Amazon platinum keywords are gone (ecombrainly.com/amazon-platinum-keywords/)
PPC Land: Amazon cuts product title limit to 75 characters on July 27 (ppc.land/amazon-cuts-product-title-limit-to-75-characters-on-july-27/)

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