How many characters a Wildberries product description can have: the limit depends on the category, usually 2,000 characters, and ranges from 1,000 to 5,000 across categories. The exact figure appears above the «Описание» (Description) field once you choose a category. WB indexes the text for search itself, so tags, lists of search queries, links, article numbers and other brands are banned in the description. Rich content is a separate block of slides and does not replace the description.
A description has a limit, a list of bans and an effect on the card's completeness score. We read the WB instructions updated on 27 July and 2 October 2026 and the Content API documentation, and counted description lengths across 3,000 random catalogue cards. The median came out at 737 characters: a typical text does not fill even half of the standard limit.
In short: the description limit is 1,000 to 5,000 characters depending on the category, standard 2,000. The description is indexed in search, but keywords go into coherent text, without tags or special characters. In our sample of 3,000 cards the median is 737 characters, 3.4% of descriptions are empty, 68% are under 1,000 characters, counting the empty ones. Rich content holds up to 10 blocks, 20 generations a month are free.
How many characters a Wildberries product description can have
The description limit is set by the product category. The Content API documentation says for the description field: the maximum number of characters depends on the category, standard 2,000, minimum 1,000, maximum 5,000. Here "minimum" means the lowest category ceiling, not a required text length. In the seller portal the same limit is shown on the right above the «Описание» block as soon as you choose a category. That is what the instruction «Как создать карточку товара» (How to create a product card) of 2 October 2026 says.
Few reach the ceiling: in our sample 1.6% of descriptions are longer than 2,000 characters, the longest took 4,916. But there is a step just before the 2,000 mark. 41 descriptions fall between 1,980 and 1,999 characters, twice as many as in the neighbouring 20-character intervals, and right after 2,000 there are almost none. It looks as if some sellers write exactly up to the standard limit. Half of the non-empty descriptions lie between 390 and 1,200 characters. There are 103 empty descriptions out of 3,000, that is 3.4%. Another 17% of cards make do with two or three sentences, under 300 characters.
There is no point writing up to the limit. WB asks for a concise, truthful and informative description and says not to duplicate attributes in it: they have their own fields.
Is a Wildberries product description indexed in search
Yes, the description takes part in search. The instruction of 2 October 2026 says directly that the system indexes the text itself, and all the words needed for search results should go into the description without special characters, separated by spaces. The card optimisation instruction of 27 July 2026 names three fields that affect the position in search results: the title, the description and the attributes.
| Field | Limit | How it takes part in search |
|---|---|---|
| Title | 60 characters | affects position, keywords without synonyms or repeats |
| Description | 1,000 to 5,000 characters by category | WB indexes the text itself, keywords are worked in naturally |
| Attributes | the category's set of fields | catalogue filters, empty fields worsen ranking |
| Rich content | up to 10 blocks | not mentioned in the search rules |
Sources: seller.wildberries.ru instructions «Как создать карточку товара» (02.10.2026), «Как оптимизировать карточку товара» (27.07.2026), «Рич-контент» (27.07.2026), Content API documentation
Attributes carry more weight, though. Empty fields, according to WB, noticeably worsen ranking, and a customer filtering by colour will only see cards with the colour filled in. When you create a single card it also works the other way round: you write the description and the system pulls attributes out of it. We wrote more about how much the card contributes to position in the article on promotion on Wildberries.
What you cannot write in a Wildberries product description
WB lists the bans in the card creation instruction and the consequences in the score instruction. Below are the rules from WB pages and the update date of each.
| Rule | Source | Date |
|---|---|---|
| Description limit of 1,000 to 5,000 characters by category, standard 2,000 | Content API documentation | 06.10.2026 |
| The exact limit is shown above the «Описание» field after choosing a category | «Как создать карточку товара» | 02.10.2026 |
| No tags or SEO queries: the text is indexed automatically | «Как создать карточку товара» | 02.10.2026 |
| No domains (.ru, .com, .net, .io) and no article numbers, yours or anyone else's | «Как создать карточку товара» | 02.10.2026 |
| No special characters / * - + @ № % & $ ! = ( ) { } [ ] | «Как создать карточку товара» | 02.10.2026 |
| No listing of colours and variants, only this product | «Как создать карточку товара» | 02.10.2026 |
| No other brands, no profanity, no excessive mentions of sizes | «Как создать карточку товара» | 02.10.2026 |
| An incoherent set of keywords lowers the score and the search position | «Рейтинг заполнения карточки товара» | 27.07.2026 |
| Contradictions and other products of the store in the text hinder showing for queries | «Рейтинг заполнения карточки товара» | 27.07.2026 |
Sellers break the special character rule most often. We checked 2,897 non-empty descriptions from the sample: at least one character from the WB list appears in 54% of texts. We did not count hyphens and brackets, they appear in almost any text. The slash leads, it is used in 32% of descriptions, usually in lists like «замша / экокожа» (suede / eco-leather). The exclamation mark comes second, 19%.
Gross violations are fewer. The word «артикул» (article number) appears in 2.8% of descriptions, "discount", "sale", "promotion" or "hit" in 1.1%, a link or domain turned up in just one description. WB does not promise to block a card for a slash, but in the instruction these characters sit in the same list as domains and other brands, so it is simpler to remove them.
How to write a Wildberries product description: the WB example
A good description, in WB's view, briefly covers the features, benefits and use of one product. The instruction of 2 October 2026 has two texts about winter boots for a girl, a good one and a bad one. The difference shows line by line.
| What | Good WB description | Bad WB description |
|---|---|---|
| Opening | what the product is and for which season | a line of queries «сапоги детские зимние, сапоги для девочек 3-5-7-10 лет, сапоги со скидкой» |
| Material | natural suede | «натуральной замши / экокожи / текстиля (уточняйте в наличии)» |
| Colour and sizes | one colour, black | ten colours and sizes 30–39 as a list |
| Benefit | a sole with a deep tread, two straps with fasteners | «лучшие сапоги», «премиум качество за копейки» |
| Extras | none | the brands Gucci, Prada, Zara, article numbers, «Спешите купить!» |
Source: seller.wildberries.ru instruction «Как создать карточку товара», 02.10.2026
Hence a simple scheme. The first paragraph answers what the product is and who needs it. The second describes the material and construction through the benefit: not "suede" but "suede, so the boots last longer". The third describes where and how the product is used. The queries fit into these sentences by themselves, nobody adds them as a separate line.
The completeness score instruction of 27 July 2026 adds two mistakes that eat impressions. The first is contradictions: the algorithm cannot assign boots "for hiking and for dates" to any query. The second is listing other products of the store, size ranges and colours. Errors and incoherent phrases also lower the score, so reread the text.
The description can be generated right in the WB seller portal. Without a subscription the neural network writes 20 short descriptions in a neutral tone a month. With the «Джем» (Jem) subscription or the tariff builder option «Генерация описаний без ограничений» (Unlimited description generation) there is no limit, and you can choose the keywords, tone and length. Whether Jem pays off we calculated in the breakdown of the Jem subscription.
How long the descriptions of cards with reviews are: data from 3,000 cards
Cards with 100 or more reviews have longer descriptions: a median of 1,088 characters against 711 for cards without reviews. But the growth is uneven: with 1–9 reviews the median is even lower, 619, and the top band has only 38 cards. It is a guide, not a rule.
The method was as follows. On 6 October 2026 we took random WB article numbers from 1 to 1,849,000,000 and requested the public card.json file of each. Out of 3,130 numbers, a card was found for 3,000. The number of reviews was taken from the open WB review counter. The sample includes every card whose file was found, whether it is on sale now or not, so most of them have no reviews.
| Reviews on the card | Cards | Median length, characters | Empty descriptions | Median attributes |
|---|---|---|---|---|
| 0 | 2,616 | 711 | 3.3% | 7 |
| 1–9 | 249 | 619 | 6.0% | 10 |
| 10–99 | 97 | 775 | 2.1% | 10 |
| 100 and more | 38 | 1,088 | 0.0% | 11 |
Reviews come from sales, not from the description. A seller whose product has collected a hundred reviews has usually filled in the attributes and photos. The table shows this: cards with 100 or more reviews have a median of 11 filled attributes against 7 for cards without reviews. An empty field occurs in 0.0% of cards with 100 or more reviews and in 3.3% of cards without reviews.
How many photos such cards have and how the share of cards with reviews grows we covered in the article on the Wildberries product card across 1.2 million cards.
What rich content on Wildberries is and whether it is paid
Rich content is blocks with text, icons, pictures and video that the customer sees in the card after the ratings, reviews and customer photos. It does not replace the description: in the FAQ of the instruction of 27 July 2026 WB writes that the description is not connected with rich content in any way. It is added to a published card through the editor on a computer.
| Parameter | WB requirement |
|---|---|
| Where it is shown | in the card after the block with ratings, reviews and customer photos |
| Cover | 800 × 500 px, JPG or PNG, up to 5 MB, shown in the «О товаре» (About the product) block |
| Blocks | up to 10, a cover and one block are enough to publish |
| Pictures in blocks | 800 × 500, 700 × 700 or 700 × 900 px, JPG or PNG, up to 5 MB |
| Video | horizontal 16:9, mp4 or mov, up to 100 MB |
| Moderation | after the check, rich content appears in the card within 5 minutes |
| Copying | up to 40 cards at a time, only with the option «Показ и генерация рич-контента без ограничений» (Unlimited rich content display and generation) |
| Banned | prices and discounts, contacts, QR codes, links, calls to action, "hit", quotes from reviews, watermarks |
Source: seller.wildberries.ru instruction «Рич-контент», 27.07.2026
Whether rich content is paid depends on how much of it you need. The instruction lets you build blocks by hand and publish them without payment, and 20 neural network generations a month are free too. Everything beyond that is paid: more generations in the Jem subscription and a separate tariff builder option «Показ и генерация рич-контента без ограничений». Tariff builder options are paid as a surcharge on the sales commission: according to the instruction of 6 August 2026, four options at 0.5% each raise the commission from 10 to 12%.
A rich content draft cannot be saved: if you leave the editor without publishing, the blocks are lost. Video is not carried over when copying, it is added by hand.
FAQ about Wildberries product descriptions
What is the character limit of a product description on Wildberries? It depends on the category: standard 2,000 characters, 1,000 to 5,000 across categories. The exact limit is shown above the «Описание» field after choosing a category.
Should you write keywords in a Wildberries description? Yes, but in coherent text. WB bans tags and lists of queries, and a set of keywords without connection lowers the card's score.
Can you write an article number and links in the description? No: the instruction of 2 October 2026 bans domains and article numbers, your own and other sellers'.
Does rich content replace the product description? No, it is a separate block of the card, the description is filled in either way.
How many descriptions can you generate for free on Wildberries? 20 short descriptions in a neutral tone a month. With the Jem subscription or the «Генерация описаний без ограничений» option there is no limit.
