As a consultant for Amazon I can tell you that in order to write Amazon bullet points that convert customers and rank high on Amazon you need to have an understanding of your customer, keywords and copywriting.

Apply these best practices to your Amazon bullet points.

Understanding Your Customer:

Buyer Persona: 

• Complete buyer persona prior to beginning.
• Write for your buyer persona.
  • Attempting to speak to everyone speaks to no one.

Keywords: 

• Complete thorough keyword research for SEO purposes prior to beginning.
  • These will need to be infused into the product listing.
    • HIERARCHY OF IMPORTANCE:
      • Title – Include most important keywords
      • Bullet Points – Include the remainder of keywords

Frequently Asked Questions: 

• Infuse your product description with consumer frequently asked questions.

Review Likes & Dislikes: 

• Infuse your copy with items that surface what people like about your product as well as mitigate dislikes or cleverly turn them into strengths through effective copywriting techniques. 

Purchasing Decision Motivators:

Emotion: 

• People purchase because of emotion.
  • The customer can imagine the positive result of using your product.

Logic: 

• People justify their purchases with logic.
  • The customer considers:
    • Price
    • Value
    • Quality
    • Risk
      • Financial
      • Support
      • Service
    • Ease of Returns
    • Free Shipping
    • Buy Now/Pay Later
    • Recommendations & Reviews
    • Scarcity
    • Sense of Urgency
    • Trust
    • Authority
    • Efficacy
    • Expertise
    • Facts & Figures

NOTE:   Worth mentioning here that, if these are appearing on Amazon you will not need to mention things like:

• Free Shipping
• Buy Now, Pay Later
• Ease of Returns

Pain/Desire: 

• People move away from pain faster than they move towards pleasure.
  • Clearly explain the pain or what they stand to lose by not using your product.
  • Create a need to solve their problem or fulfill their desire by agitating their pain points.

Writing Style:

Copywriting Best Practices: 

• Use your brand voice.
• Avoid saying our/we.
  • Customers do not care about you, they care about themselves.
  • Use “your” instead.
  • Or, soften the blow by using a trust, authority or efficacy indicator prior to our/we.
    • EXAMPLE:  Our clinically proven supplement transforms your mood and attention span into a laser-focused upbeat powerhouse of productivity.
• Avoid mentioning increases or decreases.
  • Customers do not purchase when motivated by increases or decreases.
    • They associate incremental shifts in one direction or another with past failures or perceived possible failures.  
    • Instead, portray your product as a transformative experience, something unlike anything else they’ve tried before or have heard of before.  
    • Remove your product from the same frame as other products on the market. 
• Avoid referring to your product as “this”
  • This makes your product seem non-descript and possibly one of many solutions.  
• Create the thought in the customers’ mind that they already own the product.
  • This will get the customer to picture themselves using the product, thus experiencing the happy result of using your product.
    • EXAMPLE:  Our ultra-durable glass will withstand even the most aggressive drops.
    • EXAMPLE:  Your ultra-durable glass will withstand even the most aggressive drops.
• Avoid jargon when possible.
  • Jargon can be used to bridge a feature to a benefit. 
    • EXAMPLE:  Through 
• Use the same words your buyer in your buyer would use.
  • Speak like how your customer speaks.
• Use power and sensory words to influence people to think what you want them to think, feel what you want them to feel and do what you want them to do.
  • The resource can be found here.
• Avoid implications, derivative information and assumptions and make it obvious. (MIO).
  • Do not assume your customer will assume or know something because something else is stated.
  • Repeat the most important points when possible and bring them to the forefront.  
  • Repetition leads to continuity, continuity leads to trust, trust leads to increased perceived value and finally, to a sale.
• Do not assume your customer will go down to the Frequently Asked Questions section to find something out.  
  • Clearly address common questions and objections in your copy through proper copywriting techniques. 

What To Avoid In Amazon Bullet Points:

Price/Promotion:

• Do not mention price or promotional messaging in your bullet points.

Shipping/Returns:

• You are not allowed to mention shipping policies or return policies in your Amazon bullet points.

HTML:

• You cannot use HTML in your Amazon bullet points.

Boost Your Amazon Store Sales

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Boost Your Amazon Store Sales

Get The EXACT Template My Clients Use

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Another best practice that often gets overlooked is that if you’ve spent time crafting effective Amazon Bullet Points, you’re going to want to make sure that you use that copy in your Amazon A+ Content.

The same goes for your Amazon Advertising Strategy.  Turn the great copy you’ve written into effective headlines for Sponsored Brands Ads.

With that in mind, let’s take a closer look at each bullet point and the meaning behind showing the customer what they need to see, in the order in which they need to see it.