There are millions of products on Amazon. Your business probably has hundreds, if not thousands, of competitors on the platform. Your product’s Amazon page is the one chance you have to impress customers and convince them that your product is the one they’re looking for.
Big companies always feature carefully written bullet points on their product’s Amazon pages. Why shouldn’t you? I have experience in helping companies sell millions on the platform and I want to make that possible for your business, too! Read on to learn about my easy 4-step guide to writing effective Amazon bullet points.
What Are Amazon Bullet Points?
Let’s go over what Amazon bullet points are, just to make sure we’re all on the right page.
Bullet points appear below the product title. On mobile, they sometimes appear towards the later half of the page when scrolling. On desktop, they’re front and present.
Sellers get 5 bullet points to use on each product page. Bullets are where customers look to learn information about the product and to find out if it's the right fit for them.
Think of it this way: you have 5 bullet points to convince your target audience why they should buy your product.
Writing great bullet points might seem intimidating. But if you break things down little by little, the process becomes a lot easier.
Why Are Amazon Bullet Points Important?
Amazon bullet points are essential for explaining everything your target audience should know about your product. They’re also great for helping your product page rank up on Amazon’s search engine.
But besides specifications, bullet points are a great way to showcase your product’s benefits. They can show off everything about your product that makes it irresistible to customers. If you want more sales, you need amazing bullet points.
Amazon’s Bullet Point Guidelines
Amazon actually has a set of rules that sellers must follow when writing bullet points. Let’s review them together so that we don’t have to fix anything later on.
Save this image so that you can reference it whenever you write bullet points!
1. Do Research on Your Product
It’s likely that you know a lot about your product already. But do you really know what makes it special?
Learn all about your product. Every strength and every weakness.
Identify the key benefits of your product and how those benefits are made possible. It’s helpful to write this stuff down. Keep the notes with you for reference while you write your bullets.
2. Do Research on the Market
Learning about what the competition is doing could help out a lot. Seeing how the top sellers use bullet points could guide you.
See what product features they’re mentioning. What benefits do their products offer customers? Does your product do anything better? Read the reviews! Reviews could give you helpful insight.
Try to think about your target audience. Look at where they’re hanging out online. Read their forums, Reddit posts, and blog posts. Get an idea of what the average person in your target audience looks like. Learn about their values, likes, dislikes, and preferences. This could really help you identify the key benefits of your product and how it can serve them.
Keyword research also comes into play here. You can use this Vendor Central tool to look for some common keywords relating to your product. The tool even shows you the top three products for each keyword. Identify relevant keywords that you want your product to rank for. Write these down!
3. Outline Your Bullet Points
Now that you’ve done the research, you’re ready to start writing. Make sure that you have all your notes in front of you.
Start by identifying the top five benefits of your product. Once you’ve done that, you can put those benefits at the beginning of each bullet. Start with your biggest benefit at the top and work your way down.
For example, if you’re selling a hard hat, then one of the benefits would be protecting workers from head impacts. So you would write down something along the lines of “Protects your head”. The next bullet could be something like “Approved by American safety standards”. It’s good to catch the eye with your bullets. You could do this by writing the first few words in capital letters. Or you can use an emoji at the beginning of each bullet. Remember that Amazon doesn’t allow any HTML code in your bullets.
By the time you’re done with this, you should have a skeleton of what your bullets are going to look like: Five bullet points with a few words at the beginning highlighting your product’s main benefits.
These should be distinct benefits that help your audience. You shouldn’t be talking about any actual features of your product yet.
For example, you shouldn’t focus on the fact that the hard hat is made out of a tough material. Why? Because that feature’s benefit is that the tough material protects your head. So you’re supposed to highlight the benefit rather than the feature.
Save all features, measurements, and specs for the part that comes after your main benefit.
4. Finish Writing the Bullet Points
Now that you’ve highlighted the main benefits of your product, you can write things that are more in-depth.
I personally like to put a colon after each benefit. It helps separate the main idea from the details.
Let’s learn how to write a complete bullet point.
This part of the bullet point should explain how the benefit is possible. It should also explain why.
Going back to our example about the hard hats, our first bullet point could look something like this:
PROTECTS YOUR HEAD: Made from a tough polycarbonate resin that can absorb a heavy impact so that you stay safe on the job at all times when wearing the hard hat
Notice how the benefit is clearly stated in the beginning. The bullet point also explains how the hard hat protects workers. The reasoning for that is also explained (so that you stay safe on the job). The ending of the bullet point even includes a keyword (hard hat).
When implementing keywords, make sure not to stuff them into each bullet point. Try to keep it at 1-2 keywords MAX. Anything more than that can actually plummet your search performance. Use different keywords, too.
Conclusion
Writing effective Amazon bullet points might seem intimidating. With careful research and clever writing, you can rank AND convince customers that you have what they’re looking for.
Need help creating effective Amazon content? Let Rosayo help! Rosayo can craft remarkable bullet points, infographics, A+ content, and titles for your Amazon products. Ready to rank and convert like never before? Contact Rosayo today.
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