No matter what I put in the first bullet point of this new ASIN, it gives me an error, preventing me from updating anything on the listing.
I tried switching it with other bullet point contents - gives an error every time.
Am I relegated / stuck with doing a excel file upload / edit?
Is this a known bug?
There have been reports of a known bug, whereby the PDP Rules Policy-policing Amabot places the warning on the first bullet point, even if what’s being balked it is actually another one.
Facing the situation you’ve premised, I’d probably be inclined to test out all of the existing bullet points, one @ a time - i.e., deleting all but one - in order to see if I could determine which one was raising the flag.
Try as …
The plate can be customized with up to 15 characters and/or spaces.
Custom California legacy aluminum license plate. Sold as a single plate. Can be ordered in quantities.
The plate can be customized with up to 15 characters. Spaces count as a character.
Because this is an item for a vehicle, the word “fits” might be the trigger as the bot is trying to find reference to a vehicle model.
Thank you - so I began removing the bullet points, one-by-one.
The offending bullet point:
Customized and ships from U.S.A.
Try it as …
Customized and shipped from USA.
[remove the periods]
It didn’t like that either 
It doesn’t like it because another seller located somewhere else in the world couldn’t sell on the listing if it was allowed. One of those Amazon loop holes that allows for listings to get hijacked / taken over by bad actors.
That makes sense, I could see it not being practical for something sold by multiple sellers.
It is too far a stretch to hope that Amazon would see this is my own brand and that it is a custom listing, which essentially locks out other sellers.
Looks like I can use “Customized in USA”
Been down that road … was even hijacked …
Amazon didn’t care that we were the brand and that we did the customization.
I suspect that’s probably due to the policing Amabot looking askance @ the phrase “…ships from…” because it’s interpreting that as a “seller-specific” violation.
This is golden information. How much time have Sellers wasted because Amazon is too lazy to communicate effectively?!
100% this.
