If you’re a brand owner on Amazon, you want your product content fully optimized to increase the discoverability of your listing. A great place to start is your bullet points.

Bullet points allow you to highlight key product features, benefits and any other important piece of info you want potential customers to know. They take up prime real estate on your listing, right under the title and the color options, so make them count. They’re even located before the description, which you have to scroll further down the listing to see.

Bullet points should be short, sweet and to the point. No fancy language needed. In fact, Amazon wants you to leave out the end punctuation and keep each bullet as sentence fragments.Amazon also lists out other guidelines for you to follow:

  • Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.
  • Reiterate important information from the title and description.
  • Begin each bullet point with a capital letter.
  • Do not include promotional and pricing information.

Product Features and Benefits

Think about the most important features of your product and how you can translate those into bullet point form. This is also a great place to add relevant keywords. We’ve listed out a few features below that could potentially be relevant to your product listing.


Since the shopper can’t see the product in person, the dimensions of the product is a need-to-know piece of information that should be prominent on the listing. If a shopper is looking to purchase a TV that fits comfortably on their wall, they need to know the dimensions (width, height, depth) of it.


What does your product include? This is especially relevant if your listing includes multiple items. The above listing shows a camera and electronic cleaning kit bundle. While all the items are show in the photo, it may not be so obvious as to what they exactly are. That’s where the first bullet point comes in. It lists exactly what you would get when buying the product.

Washing/Care Instructions

Does your product require special care or washing procedures such as hand wash only or dry clean only? Adding this to the bullet points lets the shopper know up front what to expect when caring for the product.

Country of Origin

If the country of origin of your product is seen as a benefit, you’d want to add that as a bullet point. This could be useful for a rug or other imported furniture items made in another country.


People want to know what they’re buying including the material the product is made of (i.e., sterling silver, gold, platinum). Take a category like jewelry. The material can make a big difference when it comes to the shopper’s preferences.

Age Designation

Some products are not meant for all ages like a trampoline for kids or a toy for toddlers. If that’s the case for your product, you want to mention the product age range within a bullet point.

Power Output

This includes any wattage or voltage information for your product.

Warranty Information

If you are offering any type of warranty on your product such as “lifetime warranty”, "2 year warranty" or "3 month warranty", add it into the bullet points. This could end up being what sets you apart from a competitor or what sways the buyers purchase.


What you add in your bullet points will vary depending on the product type that you’re selling. When skimming through the bullet points, the shopper should be able to get a good idea about what your product is and if it’s right for them. If you’re looking for more information on how to write the perfect bullet points, Amazon’s listed out some category-specific examples for you to check out.