Must Know Amazon Bullet Points Guidelines (Get More Sales)

Amazon Bullet Points Guidelines
Table of Contents

This guide is all about Amazon bullet points guidelines and how they could boost your conversion rate and sales.

Your product listings are like the shelves and sales staff of your online store

They need to inform and persuade potential buyers to make a purchase decision and choose your product instead of the competitor’s.

One crucial element in product listings is the bullet points section, the area containing the product’s key features in short and sweet sentences. 

Poorly written bullet points can therefore make or break your success on Amazon. 

In this article, you will learn:

  • What bullet points mean
  • Amazon’s guidelines on product listing bullet points  
  • How you can write, optimize and update these points to maximize your visbility and sales

Let’s get started!

What Are Amazon Bullet Points?

Also known as “Key Product Features”, bullet points are a KEY part of your product listing.

These appear right under the product title, and are used to quickly lay out your key product’s features and benefits to keep Amazon customers engaged from start to finish. 

bullet points

They should highlight how your product sets itself apart from others (a.k.a your USPs) and make it easier for your customers to skim read and get ALL of the information they need to make a purchase decision.

They also play a vital role in terms of SEO and boosting the visibility of your product on multiple keywords.    

Why Do You Need Bullet Points: Benefits

Some sellers dodge the fact that writing great bullet points is a crucial aspect of selling on Amazon. Are you one of them? 

If you are, perhaps it’s time to reconsider. Here’s why.

Optimizing your bullet points lead to:

1 – Increased conversion rate on your product listings

Let’s face it, most buyers if not 99% don’t have time to read through large blocks of text. 

This is where bullet points come in.

They want to know at a glance:

  • If your product solves their problem or fulfills their desires.
  • Why choose you over competitors. Does your product come in a bundle? Do you offer a lifetime warranty? Does it support a certain cause?
  • Important features they need to know before buying. For example, if you are selling a tablecloth, what is its exact size, what is the cloth made of.
  • Answers to any other questions they might have. For example, how to install your product, how to use your product, who can use your product.
  • Why should they trust you. Although this point can be covered by your product reviews, if your product has been featured by a well-known magazine or publication, this will highly boost your credibility and authority.

If you nail the above and write compelling content, it should result in an increased conversion rate

2 – Higher ranking on Amazon’s search results page (SERP)

Bullet points are indexed by Amazon. Thus, it is crucial to add all the relevant keywords related to your product in your bullets, so that your product appears in the search results for short tail as well as long tail keywords.

The question now is, how can you craft and optimize your bullet points in the best possible way?

Let’s break each element down below.

Amazon Bullet Points Guidelines To Remember

NOTE: Though OJ Digital Solutions spends every effort to keep content up to date, Amazon may change its bullet points guidelines from time to time. If you’re a US-based seller, check out the Amazon Seller Central Help article on bullet points to double check

Cops have their bullets to help enforce the law. Meanwhile, Amazon has its “laws” when it comes to bullet points. 

These “laws,” however, are not set in stone.

They act more as general best practices to help sellers like you get the most out of their bullet points. 

A key rule to keep in mind is the character limit.

Your entire bullet points section should not exceed 1,000 characters (including spaces). 

This will help your bullet points get indexed in the Amazon search results for a higher chance to be discovered by potential buyers and improve product ranking.

Ideally, each bullet point should have a character count of around 200 to 250 (including spaces).

Other general rules in creating effective Amazon bullet points include:

1 – You can write up to five bullets for each product listing. Vendors (Selling through vendor central) can add 5 additional bullet points.

bullet points for vendors

2 – Keep bullet points clear and concise while making room for important search term keywords (I will explain this later).

3 – Avoid using promotional messages or adding details like shipping cost, pricing, or company information.

4 – Do not use competitors’ brand names.

5 – Don’t use all capital letters (Used to be accepted before to highlight product’s key benefits). You can only capitalize the beginning of each word.

capitalize bullet points

Writing High Converting Bullet Points: Best Practices

Though there are many tips available on how to write killer bullet points, the following are some of the best ones:

1 )  1 Bullet Point = 1 Key Benefit

According to this study, most customers spend approximately 10 seconds deciding whether they will buy a product or not

For this reason, writing bullet points that don’t look heavy on the eyes is an essential part in making your content skimmable and easy to read.

A rule of thumb, 1 bullet point = 1 key benefit

Each bullet point should highlight one key benefit instead of dumping everything in one bullet point.

amazon bullet points

Keep it short and concise, while highlighting what makes your product amazing.

You can make your bullet points more skimmable by using special characters (such as #, >, -, and =) to separate the benefits

For example:

  • <>Dishwasher-Safe<> for easy cleaning. Throw it in overnight and it’s ready the next morning. 

As you can see in the example above, angle brackets (<>) were used to isolate the product feature (“dishwasher-safe”) from the benefits customers will enjoy if they buy that product. 

Writing bullet points this way makes your product listings more readable.

2 )  Show and Tell

Your potential buyer won’t have the chance to ask questions from sales personnel if he or she buys from your Amazon store. 

That is why your bullet points have to be as descriptive as possible, without being too long. You have limited space after all.

The key here is to use words that explain size, color, texture, etc., without sacrificing conciseness.

Knowledge on how to add bullet points to Amazon product descriptions can be hard to grasp if you try to balance conciseness with comprehensiveness. 

If doing so is not your cup of tea, you could read our article on hiring an Amazon copywriter so you can more easily deal with this problem.  

And just as you tried to be interesting in your elementary school’s “Show and Tell,” try to write attention-grabbing bullet points by connecting with your customers’ emotions

According to Sales expert Geoffrey James all buying decisions come down to a mixture of the following six emotions:

  • Greed
  • Fear
  • Altruism
  • Envy
  • Pride
  • Shame

Emphasize how purchasing your product will make your customer feel happy and relieved. 

This heavily influences their buying decision so you can land a sale. 

3 ) Use Benefit-Driven Copy

Sure, cramming in all your product’s features in the bullet points sounds good. 

However, this might actually end up with potential customers losing interest and checking out a competitor’s page instead.

At the end of the day, people buy benefits not features. They buy the hole not the drill.

Features include things like product size, dimension, material or chemical composition.

On the other hand, benefits are the advantages customers could enjoy from the product’s features. How these features will make their life better.

Features answer the question, what is it? Benefits answer the question, what’s in it for me?”

benefit driven copy

You want your customer to find out what’s in it for him/her or what problems your product solves.

If you are selling a pair of waterproof earphones, a suitable bullet point title would be “Wear Them While You Exercise,” instead of just saying “Waterproof Design.” 

This way, your customer will immediately know that your product may be used while working out or even while jogging outdoors on a rainy day.

As you will notice in the example below (A bottle blender), benefits come first before product features. 

The benefits are surrounded by angle brackets (<>) while features are outside those special characters.

  • <>Easy to Clean<> – It’s dishwasher-safe, making clean-up so much easier.
  • <>Chemical-Free<> – The bottle does not contain harmful materials like BPA or phthalate.
  • <>Make Tasty Shakes More Easily<> – Free measuring cup included for more exact shake mixtures.  

4) Save the Least (Important) for Last

In general, desktop and laptop users see all your bullet points at once

But for many smartphone users, they’ll have to click a link in order to see all your bullets.

Therefore, it’s important to highlight your product’s best benefits and key features on the first two or three bullet points and put the least impressive ones near the bottom. 

That way, your potential buyers can quickly see relevant information and the best that your product offers, without the burden of having to click on something to dig up your product’s value proposition.

5) Be Honest

Don’t use exaggerated claims or false information when writing bullet points. Especially if you are selling topical products, supplements or other health related products.

After all, after your product is delivered, your customer will eventually find out whether or not you have been truthful regarding your bullets. 

Remember that negative ratings affect your reputation as a seller. This loss of reputation narrows down the number of potential buyers who can see your product/s on Amazon

6) Mind Your Keywords

Though I mentioned earlier that you can use buyer-attracting keywords in bullet points, you should do so with due care. 

The general rule is to keep your bullet points informative and readable.

Avoid keyword stuffing and. No need to repeat keywords unnecessarily.

If having too many keywords will negatively affect the readability of your listing, avoid or lessen the use of those keywords.

How Can You Optimize Amazon Bullet Points?

Many Amazon sellers think they can simply write amazon bullet points and directly update in on Seller central.

However, there are bullet points, and there are OPTIMIZED bullet points.

The word “optimize” simply means to make better.” 

Better” here means more likely to increase the chances of landing a sale and boost your product’s visibility on Amazon. 

We already covered optimizing bullet points in terms of writing powerful copy while respecting Amazon’s rules. 

In this section we will tackle the keyword optimization.

In general, the more closely your listing keywords match the ones potential buyers use when searching for a product, the higher you go up the Amazon Search Results Page (SERP). 

My favorite tool for that is by far Helium 10, more specifically Magnet and Cerebro for keyword research and Scribbles for adding keywords in the listing.

I cover the details on how to do that in the Amazon listing optimization guide.

Here are the steps in a nutshell:

Step 1: Keyword research using Magnet or Cerebro

Step 2: Export Data to Frankenstein

Step 3: Arrange list by Frequency

Step 4: Export to Scribbles

Step 5: Copy your bullet points in bullet points’ fields on Scribbles

Step 6: Add as many single keywords with high frequency as possible and at least 5 keyword phrases (For example, “laundry softener balls” is a keyword phrase, “laundry” is a single keyword)

single keyword

Ready to shoot your bullets at your competition?

Not quite yet!

You still need to update them on your Seller central account.

How To Edit Bullet Points On Amazon Listings

The instructions below are for existing product listings. Follow these steps in order to update your bullet points:

1 – Log in to Amazon Seller Central

2 – Click on the Inventory” tab, and then “Manage Inventory,” as shown in the image below.

manage inventory

3 – Click on “Edit,” as you can see in the image below. You can view the “Edit” buttons by scrolling right as you browse your product listings. 

edit inventory

4 – Click the “Description tab, as seen below.

description tab

5 – Scroll down to see the “Key Product Features” fields. Enter your bullet point description in each field, where the red arrows in the screenshot below are pointing at.

key product features

I have tackled as much as I could regarding Amazon bullet point guidelines and a few tricks related to them. Now it’s time to answer some commonly asked questions about product listing bullets.

FAQ – Frequently Asked Questions

What’s The Amazon Bullet Points Character Limit?         

The limit for Amazon bullet points is 1,000 characters for the whole bullet point section of a product listing or product page, including spaces.

For example, if you have five bullet points or three bullets on a listing, the total number of letters and spaces in those bullets must be equal to 1,000.  A limit of around 200 to 250 characters for each bullet is a good benchmark, though this is not set in stone. 

Can You Add Emojis In Amazon Bullet Points?

Yes, you can add emojis in bullet points. Emojis are not considered programming code, but special characters. Therefore, the platform can technically accommodate them.

Can You Add HTML To Amazon Bullet Points?

No, you can’t. Amazon no longer supports the use of HTML, JavaScript, and other programming languages on product listings. The platform has prohibited the use of these coding languages to ensure that non-HTML devices can access Amazon’s product listings. 

How To Add Bullet Points In Seller Central?

You can add bullet points on existing product listings by clicking “Edit” on one or more of the said listings. You can see this “Edit” button by clicking the “Inventory” tab on the main menu of Amazon Seller Central. Have a look at the heading near the top of this article to get more information on adding bullet points on Seller Central. 

How Many Bullet Points Can You Have On Amazon?

An Amazon seller is entitled to a maximum of five bullet points per product listing. Vendors on the platform, on the other hand, get an extra five bullet points for a total of 10 bullets for each product listing.

Why Are My Bullet Points Not Showing Up On Amazon?

There are many possible reasons for this problem.

In some parts of the world, certain product categories like “Books” don’t have the bullet points feature. Therefore, this could be the reason why your bullet points are not showing up on Amazon.

Meanwhile, some users have reported their Amazon FBA bullet points are missing. In such cases, they also reported that the error came up after they converted their listings from Fulfillment by Merchant (FBM) to Fulfillment by Amazon (FBA). This is another thing you should watch out for.

Final Thoughts

Now that you know how to create effective Amazon bullet points, it’s now time to start apply everything you’ve learned!

Has this article been helpful? What other aspects of Amazon business operations do you want me to tackle in a future article? 

Please feel free to leave your questions, ideas, and suggestions in the comments section below.

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