Amazon does not count directly by character here, but by byte. This can be a bit confusing, because a character is not always a byte. It can be more or less. Normal letters usually have one byte – but if you insert e.g. an emoji like 😀 it consumes 4 bytes. This hook ✅ consumes 3 bytes. An “ä” is also a letter, but it consumes 2 bytes. So to keep within the limit of 250 bytes and to use it optimally, you need a byte counter.