- Introduction
- Why are Amazon bullet points important?
- What are the Amazon guidelines to follow when creating bullet points?
- How should Amazon bullet points be structured for maximum impact?
- How can you optimize Amazon bullet points?
- Conclusion
- FAQ
Introduction
Bullet points are an essential part of the Amazon product listing, also referred to as highlights or simply bullets. In the browser on the desktop, bullet points can be found directly next to the images, below the product variants and the hazard pictograms. They are thus often visible after page load ("above-the-fold").
On mobile, the bullet points only appear much further down on the product page. Unfortunately, you can't optimize the mobile view independently of the desktop view. Therefore, you have no influence on the positioning. As a Seller or Vendor, you don't have to use bullet points, but if you don't use them, you also give up a way to get potential buyers to choose your product.
As a Seller or Vendor, you don't have to use bullet points, but if you don't use them, you also give up a way to get potential buyers to choose your product.
Why are Amazon bullet points important?
- Assist customers in their buying decision process: Amazon bullet points allow you to convince potential buyers to buy your product. Since many customers rarely scroll down to the product description, bullet points offer a concise way to convey the key features upfront.
- Boosts indexing and search visibility: Bullet points are indexed alongside titles and general keywords for Amazon search. Therefore, by using keywords in bullet points, you can optimize your Amazon Listing and provide increased visibility.
What are the Amazon guidelines to follow when creating bullet points?
As an Amazon Seller, you have a maximum of 5 bullet points at your disposal. Vendors are eligible for 5 additional bullet points. For the length of all bullet points, Amazon recommends a maximum of 200 to 250 characters including spaces. However, Amazon even advises to limit the number of characters to 150 for certain product categories (read the respective Style Guide). In general, you should make sure that all bullet points are approximately the same length and that maximum knowledge transfer takes place in a minimum number of characters. Technically, it is possible to use more than 250 characters across all bullet points, but then the characters may no longer be detected by the algorithm. Our experiments have shown that the sum of the bullet points should not exceed 1,000 bytes so that everything is indexed.
Amazon also claims that using synonyms in your bullet points (e.g. bicycle, mountain bike, BMX) does not have a positive effect. On the contrary, this could create a negative impression on the customer and lead to purchase abandonment. Instead, Amazon recommends that you use these product-specific keywords in the backend keywords.
How should Amazon bullet points be structured for maximum impact?
Many users just scan the bullet points. Therefore, the most important should always be at the beginning of the bullet points. Hence, highlight your Unique Selling Points first: What exactly makes your product unique? This allows the customer to recognize the essentials at first glance. In the best case, the bullet points answer the most frequently asked questions about the product. In addition, you should make the benefits of your product clear to your customer: How can the customer benefit from your product? In addition, don't forget to use words to create as visual a representation of the product in the customer's mind as possible.
No-go's in bullet points are:
- Keyword duplications
- Special characters (emojis can look unserious to customers)
- Use of UTF-8 special characters, e.g. to make the font bold
- False or misleading product features
- Competitor brand names
- Wrong spellings
- Sales offers / discount promotions
A good example of successful bullet points can be found in the image below. However, it remains to be seen whether Amazon will tolerate capitalization in the long run.
In contrast, the following image is a bad example of bullet points. The text is not only way too long, it is additionally overloaded with emojis.
How can you optimize Amazon bullet points?
Two things are important when optimizing bullet points:
- Formulate bullet points from the customer's point of view. After all, it's about convincing the customer of your product.
- Use relevant keywords. How you can research relevant Amazon keywords is explained in detail in our Amazon Keyword Guide. The position of a keyword in a bullet point does not impact its relevance. The only important thing is that the keyword appears at all.
AI tools like ChatGPT can make it easier to create compelling bullet points. With the right prompt, you can generate bullet points that appeal to both customers and Amazon’s algorithm. Try this template to get started:
ChatGPT Amazon Listing Prompt: Bullet Points
I want you to act as a professional Amazon listing copywriter specializing in SEO and customer-centric content. Your task is to create 5 [or 10] optimized Amazon bullet points for a [insert product] based on the following guidelines:
1. **Context and Intended Audience:**
- The bullet points must complement an Amazon product listing and appeal to both the Amazon search algorithm and potential buyers.
- They should address the needs and questions of customers in a clear, concise manner while highlighting the product's unique value.
2. **Structure and Style Guidelines:**
- Focus on **benefits first**, followed by supporting features. Lead with what makes the product unique or solves customer problems.
- Create a strong **visual impression** by describing how the product improves the customer's experience.
3. **Length, Formatting and Prohibited Content:**
- Ensure each bullet point is 150-250 characters long, and the total length of all bullet points does not exceed 1,000 bytes.[Note: AI can't count correctly, so check this afterwards to make sure the length is compliant]
- Write in sentence case (avoid full capitalization). Use clear formatting suitable for scanning and reading quickly.
- Do not use promotional language such as “Best,” “Cheapest,” or “#1.”
- Avoid special characters, emojis, and bold or italic formatting (e.g., UTF-8 symbols).
- Refrain from including competitor brand names, unverified claims or keyword stuffing.
4. **Specific Product Details to Address:**
- **Product:** [Insert product, e.g., ergonomic desk chair]
- **Key Features/USPs:** [Insert details, e.g., lightweight design, eco-friendly material, long battery life, etc.]
- **Customer Benefits:** [Insert details, e.g., easier to use for beginners, saves time, improves results, etc.]
- **Keywords:** [Insert keywords, e.g., ergonomic chair, home office chair, adjustable chair]
- **Target Audience or Use Cases:** [Insert details, e.g., ideal for outdoor enthusiasts, perfect for home chefs, designed for parents, etc.]
- Additional Information: [Note: The more detailed and specific the information you provide to an AI like ChatGPT, the better the output it generates.]
5. **Output Requirements:**
- Provide 5 bullet points tailored to the product. Lead with the most compelling attributes or benefits.
- If you need more details or clarification about the product or its audience, ask for additional input before generating the bullet points.
6. **Example Bullet Points:**
- [Here you can insert bullet points from similar products / a style of bullet points that you like]
However, managing bullet points across a large catalog of products can be time-consuming and tedious. AMALYTIX can streamline this process for you by automatically spotting issues within your Amazon Listings and resolving them in just one click.
Conclusion
Amazon bullet points are a significant component of Amazon listings. They are relevant to both the Amazon search algorithm and the purchase decision process. Due to the limited character length of the bullet points recommended by Amazon, it is advisable to always formulate the product features from the customer-centric point of view, taking into account the Amazon keywords. Frequently asked questions should be answered directly with the bullet points. Always attract the customer's interest and present your product as a solution.
More information on SEO optimization for your listings can be found in our series on Amazon Listing Optimization:
An optimized Amazon product listing is just the beginning. With Amazon and its search algorithms constantly changing, maintaining optimization needs to be an ongoing effort. AMALYTIX simplifies this process by helping you track and update your listings with ease. Learn more by watching the video below:
Free trial
Just register for a 14-day free trial and we will show you how our Amazon Seller Tool and Amazon Vendor Tool can help you monitor your marketing activities on a daily basis. Start your free trial now
FAQ
What is the character limit for Amazon bullet points?
Amazon generally recommends a character limit of 200 to 250 characters for bullet points, though for certain product categories, a stricter limit of 150 characters is advised.
How can bullet points improve my Amazon listing?
Bullet points provide a concise way to highlight key features and benefits, improving readability and potentially boosting your listing's visibility in search.
Are there specific guidelines for Amazon FBA bullet points?
Yes, Amazon FBA bullet points should follow Amazon's recommended character limits and be formatted to clearly convey the product’s key features and benefits. Avoid keyword duplication, special characters, and misleading claims to maintain professionalism and adherence to Amazon’s standards.
