How To Write Amazon Bullet Points [GUIDE]
How To Write Amazon Bullet Points [TEMPLATE]
Amazon bullet points are one of the most important components of your product listing to get right.
Writing Amazon bullet points involves effective copywriting and SEO skills.
By following this template on how to write Amazon bullet points, you will boost your sales and drive more traffic to your Amazon listing.
In over 10 years as a Fractional CMO, Amazon Consultant, and eCommerce Consultant, not to mention CEO, Iโve seen just about every mistake and the lessons from them. That means you get all the learnings without the scars.
Writing Amazon bullet points that convert and drive traffic can be time intensive and painstaking.
Even if youโre using help from ChatGPT you still need to tell it what the goal of each bullet point is and provide it the details that help it meet said goal.
Itโs sure not as simple as just listing off the main benefits and features.
There is a proven formula.
Thatโs why I put together this in-depth guide and template that you can use TODAY to write effective Amazon bullet points quickly whether youโre an Amazon Seller Central seller, Amazon Vendor Central seller, using Amazon FBA, FBA Small and Light or selling Amazon B2B.
Amazon Bullet Points TEMPLATE
How to write Amazon bullet points that are effective involves understanding what information and in what order customers need to see it to influence a purchasing decision.
With that in mind, with my Amazon Consulting clients, I use this template:
Amazon Bullet Points Template:
Bullet Point 1:
- Who The Product Is For, Unique Value Proposition, Trust, Authority And Credibility Indicators.
- EXAMPLE: FINALLY, THE NEXT EVOLUTION OF MEDICAL GRADE TENS UNIT CLINICALLY PROVEN SUPERIOR TO TENS, IMMEDIATE LONG-LASTING RELIEF & RECOVERY: Neuropathy, Back, Hip, Shoulder, Foot, Neck Pain, Knee Pain & More
- NOTE: Make it clear who the product is for and convey trust, authority and credibility.
Bullet Point 2:
- Key Benefits with Benefit to Feature Bridge
- EXAMPLE: EXPERIENCE AN UNPARALLELED COMFORTABLE TREATMENT WITH IMMEDIATE LONG-LASTING RELIEF & RECOVERY: Extraordinary deep penetrating high-frequency technology feels like a smooth pressure massage.
- NOTE: Talk about the key real-world emotional, pain relieving or desire fulfilling benefits of the product and bridge them to the technical features that make those benefits possible.
Bullet Point 3:
- Key Features, FAQ, with Feature to Benefit Bridge
- EXAMPLE: UNLIKE TENS NMES & PEMF BIOWAVEGO GETS DOWN TO THE NERVE & WORKS LONG AFTER YOUโVE STOPPED TREATMENT: Quickly relieve, recover & reclaim your life with the superior rechargeable tens unit alternative.
- NOTE: Talk about the most important technical features and frequently asked questions that your buyer persona would care about and bridge them to the key real-world emotional, pain relieving or desire fulfilling benefits of the product.
Bullet Point 4:
- How To Use, Convey Ease of Ownership, Ease of Use & Maintenance
- EXAMPLE: HOW TO USE YOUR BIOWAVEGO ELECTRO STIM: 1) Clean treatment area with damp cloth. 2) Place electrodes at pain points at least 1 inch apart 3) Power on 4) Press plus or minus for intensity.
- NOTE: Convey to the customer how easy the product is to use, own or maintain knowing that customers will often choose the easiest product to use, install, operate, maintain, clean, etc.
Bullet Point 5:
- Mitigate Customer Risk and Align With Your Customersโ Values.
- Mention:
- Warranties
- Guarantees
- Certifications
- Awards
- Made in the USA
- Charities You Support
- Small Business
- Profit Sharing With Causes or Organizations
- Women Owned
- Minority Owned
- Etc.
- EXAMPLE: FSA/HSA ELIGIBLE, AMERICAN OWNED, COMMITTED TO HELPING YOU ENJOY LIFE: Your superior tens units for pain relief works immediately, we know how precious time is, so weโll make sure you donโt miss out.
- Mention:
- NOTE: Communicate to the customer that it isnโt a risk to purchase this product. This could be with a simple warranty, so they can get their money back or replace the product if necessary, or align with your core customersโ beliefs that they are supporting a cause they care about, a type of business they would like to support.
Now that you have the template, youโre going to want to understand how to put it into use to Reduce ACoS on Amazon, Amazon SEO and Amazon Listing Optimization.
Best Practices
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 โ Include most important keywords
- Bullet Points โ Include the remainder of keywords
- HIERARCHY OF IMPORTANCE:
- These will need to be infused into the product listing.
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
- The customer considers:
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 โyourโ 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 theyโve tried before or have heard of before.
- Remove your product from the same frame as other products on the market.
- Customers do not purchase when motivated by increases or decreases.
- Avoid referring to your product as โthisโ
- This makes your product seem non-descript and possibly one of many solutions.
- Create the thought in the customersโ 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.
- This will get the customer to picture themselves using the product, thus experiencing the happy result of using your product.
- Avoid jargon when possible.
- Jargon can be used to bridge a feature to a benefit.
- EXAMPLE: Through
- Jargon can be used to bridge a feature to a benefit.
- 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.
Another best practice that often gets overlooked is that if youโve spent time crafting effective Amazon Bullet Points, youโre 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 youโve written into effective headlines for Sponsored Brands Ads.
With that in mind, letโs 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.
Frequently Asked Questions
By the way, marketing in Amazon & eCommerce is complex, with lots of challenges that cost you time & money.
If you want to sell more and spend less, Iโm a top-rated Fractional CMO, Amazon Consultant & eCommerce Consultant with 10+ years of Fractional CMO Services, Amazon Consulting & eCommerce Consulting experience, and come with a proven, one-of-a-kind system to drive sales.
Whether itโs consulting Amazon brands, working with great companies at my Fractional CMO Agency or helping grow eCommerce website sales at my eCommerce Consultancy I can help you sell more & spend less.
Get a quick free consultation.