How to write Amazon bullet points that sell

Most shoppers do not read a listing from top to bottom. They look at the images, scan the bullet points, and decide. Bullet points that answer the right questions in the right order help shoppers decide quickly. Bullet points stuffed with keywords and adjectives make them hesitate. This guide shows how to write bullets that work, using a simple example product throughout: an insulated travel mug.

What bullet points are for

Bullet points answer one question for the shopper: “Will this do what I need, and is there any reason not to buy it?” Most categories show up to five bullet points, and on mobile some of them may be hidden behind a “see more” control, so the first two matter most.

Collect the raw material first

Before writing anything, gather:

• Customer questions from the questions and answers section of your listing and of competing products.
• Reviews, yours and competitors’, for what people praise and what they complain about. Complaints about competitors often point to your best bullet.
• Facts you can prove, such as dimensions, materials, capacity, compatibility, and certifications.
• Who buys it and why, for example commuters who want coffee that stays hot through a long journey.

A structure that works

Lead each bullet with a short benefit, then give the fact that supports it. A dependable order:

1. The main reason to buy.
2. What makes yours different from the obvious alternatives.
3. Size, fit, or compatibility, with real measurements.
4. Materials, quality, and care, for example whether it is dishwasher safe.
5. What is in the box, and any support you offer.

Weak and strong examples

Weak bullets make claims. Strong bullets give the shopper something to check.

• Weak: “PREMIUM QUALITY – Made from the best materials for the best experience.”

• Strong: “Keeps coffee hot on long commutes – double-wall vacuum insulation and a sealed lid with a sliding closure.”

• Weak: “PERFECT SIZE – Fits everywhere.”

• Strong: “Fits most car cup holders – 7 cm wide at the base. Check your holder’s width before ordering.”

• Weak: “EASY TO CLEAN – Super easy.”

• Strong: “Dishwasher-safe body – the lid comes apart into two pieces for washing, with no hidden gaps.”

Only make a performance claim, such as how long a drink stays hot, if you have tested it and can stand behind the figure.

Use keywords without stuffing them

• Use the main search terms naturally, where they help explain the product.
• Cover important secondary terms that are not in the title, such as a use case or a material.
• Do not repeat the same term across bullets. It does not help, and it makes the listing harder to read.
• Put spelling variants and synonyms in the backend search terms rather than in the bullets.

Claims to avoid

Amazon’s rules and the law in your marketplace limit what you can say. Avoid:

• Prices, promotions, and shipping details, such as “free shipping” or “on sale”.
• Rankings and superlatives you cannot support, such as “number one” or “best seller”.
• Medical or health claims, such as saying a product treats or prevents a condition. Many categories restrict these.
• Antibacterial or antimicrobial claims. In some marketplaces, including the United States, these can be treated as pesticide claims and lead to the listing being blocked.
• Comparisons that name competitors.
• Guarantees you do not actually offer in writing.

Formatting tips

• Keep each bullet short, ideally one or two sentences.
• Use a short label in capitals or followed by a dash if you like, but avoid whole bullets in capital letters.
• Be consistent with units, capitalisation, and punctuation across all five bullets.
• Preview on a phone before you publish.

A checklist before you publish

• Does the first bullet give the main reason to buy?
• Does every claim have a fact behind it?
• Have you answered the top three customer questions?
• Are measurements and compatibility clear?
• Have you removed promotional, health, and unsupported claims?
• Does it read well on a phone?

Get help from a reviewed specialist

A good listing copywriter does this research for you and writes to your category’s rules. You can compare reviewed listing optimization specialists, or describe what you need and we will suggest suitable specialists. For the rest of the listing, use our listing optimization checklist.