When selling on Amazon, your product’s bullet points are among the most important elements that can drive conversions. These concise, powerful statements provide customers with quick insights into the product’s key features and benefits. However, when crafting Amazon bullet points, sellers often face a dilemma: should they make them short and punchy for readability, or long and keyword-rich for SEO? In this blog, we’ll explore how to balance both aspects while staying compliant with Amazon’s policies and optimizing for better performance.
Amazon’s Bullet Point Guidelines
Amazon has specific rules regarding bullet points, and failure to follow these can result in penalties, including the removal or modification of your listing. Here’s a quick summary of what to avoid:
What to Avoid in Bullet Points:
- Special Characters: No symbols like ™, ®, €, etc.
- Emojis: Avoid any emoji characters (☺, ✅, ❌, etc.).
- Prohibited Terms: Terms like "eco-friendly," "anti-bacterial," or "Made from Bamboo" are not allowed.
- Guarantee Information: Phrases like "Full refund" or "Unconditional guarantee" are forbidden.
- Company Information: Do not include any external links, website addresses, or contact details.
- Repetition: Each bullet point should present a unique benefit or feature.
- Fewer Than Three Bullet Points: Make sure you include at least three bullet points for every product.
Formatting Guidelines:
- Use a capital letter at the start of each bullet point.
- Avoid end punctuation (no periods or exclamation marks).
- Keep each bullet point between 10 and 255 characters.
- Use semicolons to separate multiple features within a single bullet point.
- Spell out numbers from one to nine (e.g., "five" instead of "5").
Should Bullet Points Be Short or Keyword-Rich?
This is one of the most common debates among Amazon sellers: Is it better to have short, concise bullet points that are easy to read or longer ones filled with keywords for better SEO?
The truth is, both approaches can work, but it's important to find the right balance.
Short and Punchy Bullet Points
- Short bullet points are user-friendly and make it easy for customers to quickly scan the product’s features.
- Shoppers typically don’t want to read long paragraphs—they want the key info in a concise format.
- However, if they are too short, they might miss important features or fail to capture the interest of potential buyers.
Longer Bullet Points for SEO
- Longer bullet points allow you to incorporate more keywords, which can improve your visibility in Amazon search results.
- Including more detail helps clarify how the product benefits the customer, potentially leading to higher conversion rates.
- The downside is that too much text can overwhelm customers, making them less likely to read the entire description.
Best Practices: Finding the Balance
To optimize your Amazon bullet points effectively, here’s how you can strike the right balance between readability and SEO:
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Start with Key Features and Benefits: Focus on the top 3-5 most important features of your product. Start each bullet point with these features, using short, easy-to-read phrases.
- Material: 100% cotton for breathability and comfort.
- Design: Relaxed cut for optimal comfort and freedom of movement.
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Incorporate SEO Without Overstuffing: Use relevant keywords naturally in your bullet points. It’s important to avoid “keyword stuffing,” which can hurt your listing’s readability and ranking.
- Waterproof Design: Keeps your belongings dry in rainy conditions.
- Durable Construction: Made to withstand wear and tear, ideal for outdoor adventures.
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Avoid Repetition: Each bullet point should highlight unique information. Repetition not only annoys the customer but also confuses Amazon’s algorithm.
- Lightweight Design: Easily portable without compromising on durability.
- Compact Size: Perfect for travel and on-the-go use.
- Avoid Comparisons with Other Products: Do not compare your product to competitors in the bullet points. Amazon guidelines prohibit claims that make comparisons with other brands or products. Keep the focus on your product's unique features and benefits.
- Short, Yet Comprehensive: While each bullet point should be concise, it should still convey the essential benefits of your product. Aim to include between 10-255 characters in each point, which is enough to include both the feature and the benefit without overwhelming the reader.
Why Optimized Bullet Points Matter
Optimizing your bullet points isn’t just about ticking off Amazon’s checklist; it’s about creating an effective shopping experience for your customers. Here’s why well-crafted bullet points are crucial:
- Increase Conversion Rates: Bullet points help potential customers quickly understand the product’s benefits and decide if it meets their needs.
- Improve SEO: Properly optimized bullet points that include relevant keywords can help your product appear in more search results, increasing visibility.
- Reduce Returns: Bullet points that are clear and informative help set the right expectations, reducing misunderstandings and returns.
By following Amazon’s best practices and incorporating SEO strategies into your bullet points, you can optimize your product listings for higher visibility and conversions.
Stay Updated with AmzMonitor
Amazon listings can change unexpectedly, whether due to policy updates, accidental modifications, or changes made by other sellers. AmzMonitor provides alerts whenever there is a change in your product bullet points, ensuring that you stay informed and compliant. This feature helps you maintain optimized bullet points, reduce errors, and keep your listings accurate.
