Product Descriptions
How to Write Amazon Bullet Points That Sell
The five bullets are the most-read part of an Amazon listing and usually the least considered.
On Amazon, most shoppers read the title, glance at the images, skim the bullets and decide. The description below them is read by a minority. That makes the five bullet points the part of the listing worth the most attention, and they are usually filled with whatever the spec sheet said.
One Job Per Bullet
The most common mistake is treating the bullets as a feature list, cramming three or four attributes into each. What results is five dense lines that a skimming shopper takes nothing from.
Give each bullet one job. Five clear points beat fifteen crowded ones, because the reader only takes away what they can absorb at a glance.
A useful default: what it is, who it suits, the objection that stops people buying, what is included, and the practical detail that causes returns.
Lead With the Benefit, Then Justify It
A bullet that opens with a specification asks the reader to work out why it matters. A bullet that opens with the outcome and then gives the specification does that work for them.
"Runs eight hours on one charge, so a full shift needs no top-up" carries the same fact as "2000mAh battery" and reaches a buyer who does not know what 2000mAh means.
Keywords Without Damage
Bullets are indexed, which tempts sellers to load them with search terms. Amazon ranks partly on how well a listing converts, so a listing that attracts traffic it cannot convert will slide back down.
Put the terms that read naturally into the bullets, and put the rest in the backend search terms field, which exists precisely so the visible copy does not have to carry them.
Blocks of capital letters, repeated keywords and symbol clutter all reduce readability. They also make a listing look like the ones shoppers have learned to distrust.
What Amazon Will Not Allow
Certain language can get a listing suppressed regardless of how well it reads. It is worth knowing before writing rather than after a takedown.
- Medical or curative claims: Anything suggesting a product treats, cures or prevents a condition.
- Guarantees and warranties: Promises about satisfaction or money back are restricted in listing copy.
- Ranking claims: "Best seller" and "number one" are not yours to assert.
- Price and shipping: References to price, deals or delivery do not belong in the listing text.
- Competitor references: Naming or comparing against other brands.
Our Amazon product description service checks every listing against these before delivery.