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November 3, 2026 · 12 min read · by Aashirvad Kumar
Writing an Amazon listing in Hindi starts with one question Amazon has not answered: should a Hindi keyword be typed in Devanagari, as पानी की बोतल, or in English letters, as pani ki bottle? Pick wrong and you can spend more than a third of your backend search terms on three short phrases, or publish bullets that a Hindi reader finds awkward and an English reader cannot read at all. For a small Amazon.in seller, that is a week of edits with nothing to show for it.
The question was asked almost word for word under an Amazon staff guide in the Amazon.in Seller Forums: "should we write those words in those languages' letters or in english?" When I checked the thread, there was no visible staff answer. This post gives a method, clearly labelled as my judgement, the byte maths behind it and a safe way to test it on your own listing. It covers listing copy only, and Hindi words drawn inside your photos are covered in the guide to product images in local languages.
Key takeaways
Yes, and Amazon's own staff are encouraging it. Dougal_Amazon, posting as Amazon staff, published "Local Language Listing Optimization for 2026: A Guide for Indian Sellers" with the opening line "As we step into our 3rd month of 2026", and the guide is about "optimizing your listings for Hindi and regional languages". It is an Amazon staff guide in the Amazon.in Seller Forums: Amazon's own voice, but a forum post rather than a help page or a written policy, so treat its numbers as guidance and not as category rules.
What the guide does not settle is the mechanics. It does not say whether Amazon.in stores a separate Hindi version of each listing or one set of text per ASIN, and I have not confirmed either, so this post does not describe any setting or flat-file column for it. Before you plan a Hindi rewrite, open the listing form for your category in Seller Central, look at which fields you can edit, and read the category style guide. Everything below works with whatever fields you actually have.
Amazon has not answered this, so here is my judgement rather than a rule: use both scripts, each in the place where it reads best and costs least, and then test. Devanagari belongs in visible copy written for Hindi readers. Hindi typed in English letters, the pani ki bottle spelling a shopper might type on an English keyboard, fits cheaply into backend search terms. English stays for the brand, the model and the specifications. In practice that means four moves:
The reasoning is simple. Amazon has not said whether a Devanagari word matches a shopper who types the same word in English letters, or the other way round, so the safe assumption is that पानी की बोतल and pani ki bottle are two separate keywords and you have to decide where each one goes. A Hindi reader reads Devanagari naturally in a bullet, while Hinglish inside a bullet often reads like a typing mistake. Start from a clean English keyword list and decide the script word by word, and an Amazon keyword generator tool can draft that starting list.
Method, not policy: the script split above is my recommendation for Amazon.in, based on byte cost and readability. Amazon has not published a rule on it, so treat it as a starting point and let your own test results overrule it.
The staff guide gives six practical instructions: keep titles and bullets short, respect the search terms limit, research real Hindi search terms, write plain Hindi and keep every language version consistent. Here they are word for word, next to how I would apply each one on Amazon.in:
| Topic | Guide's exact words | How to apply it |
|---|---|---|
| Title | "Keep titles under 200 characters" | Treat it as a ceiling only. Check your category style guide, which may ask for less. |
| Bullets | "Keep each bullet point under 500 characters" | Aim far shorter, so each bullet can be read on a phone. |
| Search terms | "Stay within the 250-byte limit" | Count bytes, not letters, once Devanagari is in the field. |
| Research | "Research popular Hindi search terms in your category" | Note both spellings a shopper might type, Devanagari and Roman. |
| Language | "Use simple Hindi that avoids complex technical jargon" | Use the everyday word, and keep technical terms in English. |
| Consistency | "Ensure your product information is accurate and consistent across all language versions." | Every Hindi line must state the same facts as its English line. |
Notice what the guide leaves out. The 200-character title figure is the guide's advice, not a category rule I can confirm for Amazon.in, and title rules can differ by category and change over time, so the style guide for your category wins whenever the two disagree. Bullets need the same care, because a 500-character bullet is long even in English and slow to scan on a phone in any script. The detail on bullet length sits in the post on Amazon bullet point character limits.
By my own arithmetic, Devanagari uses three bytes per character in UTF-8, so a 250-byte search terms field holds at most about 83 Devanagari characters with no spaces, against 250 English letters. The working is short. The Unicode block list places the Hindi script at "0900..097F; Devanagari", and RFC 3629, the UTF-8 standard, encodes everything from 0800 to FFFF in three bytes, shown in its table as "0000 0800-0000 FFFF | 1110xxxx 10xxxxxx 10xxxxxx". Plain English letters and spaces take one byte each, and 250 divided by 3 is 83.3. Here is what that means for three phrases a bottle seller might want in the field:
| Search phrase | Script | UTF-8 bytes (my count) |
|---|---|---|
| pani ki bottle | English letters | 14 |
| पानी की बोतल | Devanagari | 32 |
| steel ki bottle | English letters | 15 |
| स्टील की बोतल | Devanagari | 35 |
| garam aur thanda | English letters | 16 |
| गरम और ठंडा | Devanagari | 29 |
One catch makes Hindi even more expensive than it looks. A byte counter sees code points, not visible letters, and Hindi vowel signs are separate code points: बोतल looks like three letters but is four (ब, ो, त, ल), so it costs 12 bytes. Amazon has not confirmed how it counts non-Latin bytes in this field, and the staff guide's line is simply "Stay within the 250-byte limit". If Amazon counts UTF-8 bytes, which is what a byte limit normally means, the three Devanagari phrases above use 96 of your 250 bytes, while the same words in English letters use 45. Which words deserve that space at all is covered in the Amazon backend keywords guide.
In practice, I would fill the field in this order: Hindi typed in English letters phrases first, then English synonyms that the title and bullets do not already cover, then Devanagari phrases with whatever room is left. Paste the final text into any UTF-8 byte counter before you save, because a field that looks half empty in Devanagari can already be over the limit, and leave a few bytes spare in case Amazon counts differently from your counter. If the field is already full of English, remember that a Devanagari word costs about three times as many bytes as an English word of the same length.
Keep the brand name, model number, sizes, units and the core product noun in English, because these are the words that must match your spec fields, your packaging and every other language version of the listing. Even in an Amazon listing in Hindi written mostly for Hindi readers, I would keep these in English letters:
The trade-off is reach. Amazon.in serves shoppers who read many different languages, and a title written fully in Devanagari is hard for a Tamil, Bengali or English reader to scan, while an English-led title with digits and a brand name reads on any screen. That is why my method keeps Hindi out of the title by default and puts it in the bullets, backend terms and images, where it helps Hindi readers without hiding the basics from everyone else. The same idea of writing for shoppers and search at once runs through ecommerce listing copy SEO.
Amazon.in shoppers can use the site in Indian languages and read product details there, and Amazon has said it chose everyday words over textbook translation when it built those versions. In a press release dated Bengaluru, 22 September 2020, Amazon India announced Kannada, Malayalam, Tamil and Telugu versions of Amazon.in that let customers "read detailed product information" in their language, and it described choosing "commonly used terms over perfectly translated words".
Two years later Amazon gave a sense of the scale: "Tens of millions of customers have shopped on Amazon.in in 7 regional languages", according to its 2022 festive-season press release. The lesson for your copy is the one Amazon applied to its own site. Write the word your buyer says out loud, such as बोतल for bottle, rather than a formal word like पात्र, and keep the mixed words people already use, such as मोबाइल कवर, instead of forcing a pure-Hindi translation that few shoppers would ever type.
Simple Hindi means short benefit lines in everyday words, with the English title left as it is and every number, unit and model name kept in digits and English letters. Here is an illustrative set for a fictional 1 litre steel water bottle. The claims are made up for the example, so swap in your own tested facts:
| Field | English line | Simple Hindi line |
|---|---|---|
| Title | BrandName Steel Water Bottle 1 Litre, Hot and Cold | Kept in English |
| Bullet 1 | Keeps drinks cold for 24 hours and hot for 12 hours | 24 घंटे ठंडा, 12 घंटे गरम |
| Bullet 2 | Stainless steel bottle | स्टेनलेस स्टील की बोतल |
| Bullet 3 | Leak-proof lid | लीक-प्रूफ ढक्कन |
| Bullet 4 | For office, school and travel | ऑफिस, स्कूल और सफ़र के लिए |
| Bullet 5 | 1 litre capacity | 1 लीटर क्षमता |
Each Hindi line says exactly what its English line says and nothing more, which is what the guide's consistency instruction asks for. Notice that technical words such as स्टेनलेस स्टील and लीक-प्रूफ are English words written in Devanagari, because those are the everyday words, and that 24, 12 and 1 stay as digits. Have a fluent Hindi reader check every line before it goes live. If you sell the same bottle on Flipkart, reuse the same fact sheet there, and the field-by-field setup is in the Flipkart product listing guide.
Keep one fact sheet with an English column and a Hindi column, and copy every Hindi word on your images and A+ modules from that sheet instead of retyping it. If a bullet says 24 घंटे ठंडा, the infographic must say 24 घंटे ठंडा too, not a different phrase with the same meaning, because a shopper who sees two versions of a claim starts to doubt both. ListingRVA AI can generate product images with on-image text in Hindi when you pick Hindi as the language, which saves typesetting Devanagari by hand, and you can edit the text fields before generating, so paste the words from your sheet.
Check the letters: a broken conjunct, a missing vowel sign or a dot in the wrong place can change a Hindi word or make the listing look careless. Ask a fluent reader to check every image at phone size before upload, whether a designer or a tool made it.
A+ content follows the same rule. Each module headline in Hindi should reuse a phrase from the sheet, so the bullets, gallery images and A+ page tell one story in one set of words, and a change to a claim gets made once and copied everywhere. If your brand is not registered yet and you are wondering what is possible for richer content, read the post on A+ content without Brand Registry.
Test an Amazon listing in Hindi one field at a time on the same ASIN, in fixed time windows, against a saved baseline, rather than rewriting the whole listing and hoping. Backend search terms are the safest place to start, because shoppers never see them and you can put the old text back easily. A simple plan:
Be honest about the limits of this test. A listing with a handful of sessions a day will not produce a clear answer in two weeks, and festive weeks such as Diwali can swamp any copy change, so avoid starting a window just before a sale event. I have no source showing that Hindi listings rank higher or convert better, and this post does not claim they do. The test tells you what works for your product and your buyers, which is the evidence that matters here. The same process works for Tamil, Bengali or any other script, but run that text through a byte counter rather than reusing the 83 figure.
Once the test tells you which script wins for your Amazon listing in Hindi, carry the same words through the rest of the listing. ListingRVA AI can draft listing copy and generate gallery images with Hindi on-image text from the same fact sheet, while the choice of script, and the final check by a Hindi reader, stays with you.
Generate marketplace-sized product images with on-image text in Hindi or English, using words you type and control. Start free with 50 credits, no credit card.
Start free →Amazon has not answered this. My method: keep the brand, model, size and product noun in English, write Hindi benefit lines in Devanagari for Hindi readers, and put a few Hindi typed in English letters phrases in the backend search terms, because they cost one byte per letter. Then test each change on the same ASIN.
By my arithmetic from RFC 3629, each Devanagari character takes 3 bytes in UTF-8, so 250 bytes holds at most about 83 Devanagari characters with no spaces. Vowel signs count as separate characters. Amazon has not confirmed how it counts non-Latin bytes, so leave a few bytes spare.
An Amazon staff guide in the Amazon.in Seller Forums, published in early 2026, covers optimizing listings for Hindi and regional languages. It is a forum post in Amazon's own voice, not a help page, and it does not say which script to use for keywords.
The staff guide says "Keep titles under 200 characters", but treat that as guidance rather than a rule. Check the style guide for your category, which may set a different limit, and follow the style guide when the two disagree.
By default I would not. An English-led title with the brand, model, size and product noun reads for every shopper across India. Put Hindi in the bullets, backend search terms and images, and add it to the title only if a test on your own listing shows it helps.
There is no published source showing that. Amazon says tens of millions of customers have shopped on Amazon.in in regional languages, but whether Hindi copy helps your product is something only a controlled test on your own listing can show.
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