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Every person who has purchased a product from Amazon has come across bullet-point descriptions. They are used to highlight key features of the product. They make the description easy to read and understand for potential customers. However, like any other written copy, writing a good description is a work of art. 

In today’s competitive online marketplace, compelling content often makes the difference when turning page visits into conversions. How can you step-up your Amazon business with optimized bullet-point descriptions? What is the ideal length of Amazon bullet points? What are Amazon’s guidelines for bullet points? We’ll walk you through everything you need to know to drive sales using bullet points on Amazon. 

We will thoroughly explore the best practice methodologies of writing bullet points in this article.

But first, here’s a quick introduction.

  1. What are Amazon bullet points?
  2. How to add bullet points in Amazon description
  3. Why you need bullet points on Amazon
  4. Key product features: Requirements and rules
  5. How to write Amazon bullet points: Best practices
  6. What do great Amazon listing bullet points look like?

What are Amazon bullet points?

In a nutshell, Amazon bullet points are the highlights of the product on sale. If you’ve ever bought or sold on Amazon, there is no way you can miss it. They are on the page, often next to the product’s images. Each bullet point is separated by a symbol which makes it easier to highlight different benefits of the product. They greatly enhance readability and draw focus to the main advantages of the product. In short, it’s a seller’s sales pitch.

seller central bullet points

Just like in this listing for a large cat tunnel, bullet points are directly visible to consumers the moment they open a product page. It’s the first place customers look if they need additional information about the product. This is one of the main reasons why bullet points are so key on Amazon in 2020. Compelling, well-written bullet points often make the difference between a sale and a bounce.  

How to add bullet points to Amazon description

Bullet points on Amazon can be added by editing a product listing or while the listing is being created. For listings that have already been created, you can add more bullet points through seller central. Follow these steps to add bullet points or key product features. 

  • Log in to seller central and click on the ‘Edit’ option for a product listing.
  • Navigate to the ‘Description’ tab.
  • Click on ‘Key product features’ and populate the text box.
  • Select ‘Add more’ to create more bullet points.

Why you need bullet points on Amazon

Let’s take a step back and look at why optimized bullet points are important. Everyone is talking about the falling attention span following the rise of smartphones. For marketers, capturing the attention of their audience has become more challenging. Users are bombarded with content online, so it’s more important than ever to stand out. 

When Amazon sellers talk about product listing optimization, bullet points are part of the package. If you’re making bullet points right, your listings will have improved visibility and have higher conversions.  

Let’s look at the options sellers have when it comes to bullet-point or ‘key product features’ on Amazon in 2020. 

Key product features: Requirements and rules

The online retail giant has a few rules when it comes to content on its platform. Sellers have a limited number of bullet points and characters to work their magic. Depending on whether you’re a vendor or a seller, there are a few key differences. 

Amazon bullet point character limit

How long can Amazon bullet points be? Well, the answer depends on whether you’re a seller or a vendor.  

Amazon sellers have 5 bullet points at their disposal with a character limit of 500 for each bullet point. Vendors, on the other hand, have 10 bullet points that they can use in their description. That is twice the number of bullet points, with a character limit of 255 for each one (depending on the category.) 

How can you add additional Amazon bullet points descriptions as a vendor? You can add the additional bullet points by navigating to the ‘Edit product’ section of Vendor Central.   

Amazon bullet-point guidelines

There are also several rules on how to write your bullet points. These are the guidelines mandated by Amazon.

  • Start each bullet point with a capital letter.
  • Bullet points should be written as sentence fragments.
  • There should be no punctuation at the end of a bullet point.
  • Use semicolons to separate phrases in a single bullet point.
  • Do not include promotional information or links.
Sellerapp bullet points cheetsheet

A question many sellers have about bullet point descriptions is whether they can use HTML, javascript, or other kinds of code. While some sellers may still use them, Amazon is clear on where the company stands. According to Amazon policies, you cannot use HTML code in your product detail pages. This also means no bold bullet points. The only exception is line breaks (</br>), which can only be used in the description. 

This means you cannot add any fancy symbols in your bullet point descriptions. ASCII codes are fair game and some listings do use them. The listing for a laptop bag shown below uses ASCII codes to create the star (★) symbol. In my experience, this does not really add value to your product listing. It may even end up looking tacky if not used carefully. You can always do some A/B testing if adding these symbols to your product changes your sales outcome. 

Now that you know what you have to work with, let’s look at how you can utilize the power of words to drive sales. 

How to write Amazon bullet points: Best practices

The recipe for effective Amazon bullet points involves three major parts – keyword optimization, content optimization, and personalization. Every creative endeavor is different. There are many ways to write a description, and there is no perfect formula. However, a seller has to balance these three aspects to create an effective listing. Here are our tips to help you create relevant and high-converting bullet points. These are the Amazon bullet points best practices.

  1. Don’t stuff keywords

While keywords are important to improve search visibility, clarity is a lot more essential when it comes to writing product descriptions. This doesn’t mean sellers have to avoid keywords. It is all about balance. You need to identify the main keywords that you want to include in your copy, and make sure you don’t use them all the time! The description is where customers look for more information about the product. If that information isn’t readily available, they may move on to another product.

Note: Write your description for customers and not just for search engines!

  1. Make your points ‘skimmable’ 

One of the best ways to make your listing stand out is to make sure all the relevant information is easy to access and read. Make sure your bullet points are short and to-the-point. Only include the highlights of your product. Avoid jargon, use active voice, and ensure there are no mistakes in your copy. 

Shoppers are only going to spend a little over 15 seconds on your listing. Every second counts when you’re selling a product. 

  1. Tackle customers’ pain points

Why does a consumer take the time to look for a product on Amazon? It’s usually because they have a problem that a specific product can solve. This is what we often call a pain point. 

Bullet points should focus on how that product can solve that problem. In short, bullet points should address the benefits of the product first, before moving on to the features. The first few crucial seconds should be enough to convince a consumer why your product has the key to solving their problem. 

The best way to wrap your head around this concept is to learn from the best. Take a look at the product listing given below. 

In Revlon’s product listing for its hairdryer, the first two bullet points detail how the product can be used to solve a specific problem. The first bullet point succinctly mentions how the product can be used for “gorgeous volume and brilliant shine.” While the second bullet point details a few features of the product, it is creatively used to highlight how these features benefit the user!  

The best way to figure out what consumers are looking for is to analyze product reviews. If the product in question does not have reviews, check out a competitors’ product reviews to gauge consumer interests. 

  1. Don’t oversell it

In the retail world, it can be enticing to sell your product no matter what the circumstances. On Amazon, that can lead to negative consequences. The most important thing to keep in mind when writing bullet points and the product description is to keep it honest. If a consumer buys a product due to a misleading description, you can be sure that it leads to a negative review. 

Be very clear about what a product does and how it is made. Do not misinform consumers or withhold vital information. 

  1. Share product updates

If you’ve recently made any changes to the product, you should mention it in your Amazon bullet points and product description. This can be particularly useful if you’ve solved a persisting problem with the product. Let consumers regularly know about key updates.  

  1. Write for your ideal customer

Every product and brand has an ideal customer. This is true for the online marketplace as well as at regular retail stores. On Amazon, unlike a regular retail store, you can’t personalize a sales pitch for every customer. But, if you know your target audience, you can tailor the bullet-point description to appeal to your largest market.  

Engaging customers is all about telling a story. Sellers need to find the story that will appeal to most, if not all, of its customer base. Find your target audience and personalize your message to drive more sales and engagement. 

What do great Amazon listing bullet points look like?

The goal of every product listing on Amazon is to pull in potential customers and convert clicks into sales. While there are multiple steps to creating the ideal product listing, bullet-point descriptions are a key element in finally converting a sale. 

With the internet bombarding users with content, consumers have become more discerning over the years. This means sellers only have a few seconds to capture the attention of potential customers. Your Amazon bullet points have to reflect this urgency. 

The bullet points should be short, crisp, and to-the-point. Readability is a top priority. 

Conclusion

Don’t forget, your bullet points are your sales pitch – make sure you mention the benefits of your product. Entice your ideal customer with a story tailored to appeal to their ideas and watch the sales roll in! If you’re having trouble with creating compelling product descriptions and bullet points, SellerApp can always take over. Our experts have perfected the art of selling products on Amazon with engaging product listings.

Do you have any tips for writing the perfect bullet-point descriptions on Amazon? Let us know in the comments section below.

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