Optimised Listings: How to Write Amazon Bullet Points

As the Amazon marketplace platform becomes more competitive each year, sellers and vendors have to continuously optimise and improve listings to ensure competitive placement in Amazon rankings. The ‘Key Product Feature’ section of each listing is an important element, containing all the essential information about a product, in bullet point format. This section is designed to focus on unique selling points and customer benefits, as well as answering the typical questions for usage.

According to reports, 55% of readers spend only about 15 seconds or less on a webpage. Therefore, the bullet points created for each listing must be concise and informative, presenting customers with the most important aspects of a product. Writing key product feature information on listings can be challenging, especially with the number of competing products and sellers on Amazon.  

We have assembled some vital information that sellers should consider when creating product listings to improve the quality and clarity of content.

The Amazon Requirements

Adhering to Amazon’s policies can save time during the creation process. Currently, sellers can have five bullet points per product listing while vendors are able to include up to 10 bullet points in the product editing page located in Vendor Central. It should also be noted that seller listings can comprise of up to 500 characters in text, whereas vendors are limited to using only 255 due to the increased amount of bullet points included.

It is recommended that the style for each point should be formatted as sentence fragments with no end punctuation. Semicolons can be used to separate phrases within the same element, and special characters or all-caps formatting is not allowed.

Understand your customers

Brands should be careful about how new customers may engage with a product; therefore, it is essential to tailor the content to customers who may be new to the brand and have a limited understanding of the product features and benefits. Each bullet point should focus on the tangible benefits for the customer, with the features being secondary. As most readers will skim this area, the primary idea is to create high-quality content highlights the most critical information.

Identifying the essential product information and distributing it in the right areas in the listing can be achieved through key information optimisation. For example, the first two bullet points are the primary areas of focus, as the content will also display when viewed on mobile devices.

The information that should be included in each listing can be extracted from customer research, including competitor listings, reviews, and A+ content which will reveal what other sellers are highlighting about each product and the customers’ opinions about the product.

Avoid keyword stuffing

Amazon’s algorithm is designed to index all the keywords included within a product listing. Naturally, many sellers will be tempted to include as many relevant keywords as possible throughout each listing. This is considered bad practice, as it can make the text off-putting and difficult to read. All bullet points should be benefit-first, creating compelling and coherent phrases that will help customers identify the correct product. There is additional support included within the back end that enables all sellers to include search terms and keywords without displaying them on each listing.

Best Practices

Customer shopping patterns and consumer trends can vary and change, so listings should be continuously optimised to ensure the correct keywords are targeted. Sellers should keep track of the performance of the search terms included, refining the list over time to remove any low-performance keywords which may not be offering benefits to the product’s organic ranking.  By monitoring competitors and listings within similar categories, sellers will be able to identify indicators about their target customers’ preferences.

Sellers should also remember that the product feature section should entice the consumer to buy more and should be combined with A+ Content and a Storefront to boost brand awareness and conversion rates.

For more information about Amazon listings and optimising content, don’t hesitate to get in touch with us.