Stay Compliant: Amazon's Updated Bullet Point Guidelines

Amazon bullet points have always been crucial for sellers and vendors to share key product features, unique selling points, and brand-specific information on product detail pages. As of August 15, 2024, Amazon has updated the requirements and guidelines for bullet point content on the site.

With Q4 fast approaching, businesses will want to get their feature bullets in the best shape possible to maximize conversion and avoid any suspensions or issues before peak traffic hits. Because Amazon’s guidelines are now stricter, this blog shares what you need to do to stay ahead of the competition and refresh your bullet points for 2024 and beyond.

Amazon Feature Bullet Requirements

Amazon feature bullets are shown on all product pages on Amazon, no matter what locale or product type. Depending on your brand’s account type and product category, there are different requirements for what this content will look like and where Amazon displays it.

For example, the same feature bullets are shown in different locations on mobile, desktop, and the Amazon app, so it’s important to ensure they are clear and accurate for customers. Amazon sellers get five bullet points and Amazon vendors get seven. According to Amazon, these bullets should highlight the main features and benefits and “help customers quickly understand if the product is right for them.”

In the past, brands have been able to get very creative with product bullets. Depending on the ASIN, customers may have seen keyword stuffing, lots of emoji, lengthy bullets of 500 characters, repetitive details, no bullets, brand information, robust policy details (such as warranty info), and other content. But as of the 2024 update, Amazon is cracking down and standardizing product bullets more, hoping to increase customer information, level the playing field, and create a better and more consistent customer experience.

Best Practices for Amazon Product Bullets

Because keywords used in the product details are indexed on Amazon search, it’s still important to be strategic about how you write your feature bullets. While you want to include details that will allow discovery and ultimately convert the customer in a keyword-rich way, it’s wise to not get too creative. It’s also more important than ever to follow Amazon policy. If Amazon flags your listing due to bullet issues, you risk having your bullets automatically rewritten by Amazon AI, or worse, having your product detail page suppressed or suspended.

When creating or updating bullets, do not include the information below. According to Amazon, bullet points that violate these guidelines will be removed or updated:

• Special characters such as ™, ®, €, …, †, ‡, o, ¢, £, ¥, ©, ±, ~, â
• Any emojis such as ☺, ☹, ✅, ❌
• ASIN number or "not applicable" or "NA" or "n/a" or "N/A", "not eligible", "yet to decide", "to be decided", "TBD", "COPY PENDING"
• Prohibited phrases such as eco-friendly, environmentally friendly, ecologically friendly, anti-microbial, anti-bacterial, Made from Bamboo, contains Bamboo, Made from Soy, or contains Soy. For more information, go to General Listing Restrictions
• Prohibited guarantee information such as "Full refund" or "If not satisfied, send it back" or "Unconditional guarantee with no limit"
• Company information, website links, external hyperlinks, or any contact details
• Repetition in bullet points. Each bullet point must mention unique product information
• Include at least three bullet points

Failing to follow these guidelines will result in a warning from Amazon in Seller Central, risk being updated and edited automatically, or having your content removed. Be especially careful with prohibited phrases, as Amazon bots will search these and they can be a hassle to fix once suppressed or suspended. In addition to the above, be especially careful with any products related to infants or children, consumables, or products with government guidelines (like supplements or chemicals).

SellerPulse by eComEngine includes listing alerts for changes to Amazon bullet points. Get notified when your listing changes so you can act immediately to resolve any issues!

How to Write Amazon Bullet Points

Keyword optimization for SEO remains a cornerstone of Amazon bullets. Include relevant keywords in your bullet points to improve your product's visibility in search results, including top-searched terms and long-tail keywords. Use software tools to research and ensure you update this at least quarterly. It is also essential to integrate these keywords naturally to maintain readability and avoid keyword stuffing. This may be something your business doesn’t have the skills to execute or needs to outsource to professionals.

Next, brands should seek to differentiate their products from competitors by emphasizing unique selling points (USPs). Whether it's quality, filling a particular niche, or immaculate company reputation, make sure your USPs stand out in the bullet points. Amazon offers specific guidelines for what to include in your bullet points:

• Begin with a capital letter
• Format as a sentence fragment; don't use end punctuation
• Use semicolons to separate phrases; within a single bullet point
• Use more than 10 characters but less than 255 characters
• Write numbers one to nine in full, excluding names, model numbers, and measurements
• Add header to bullet point and use ":" as a separator before providing complete information
• Include a space between a digit and a measurement (for example, 60 ml)
• Use clear, natural language in the bullet points and avoid stuffing in unnecessary keywords or phrases
• Highlight product features and benefits, not the brand’s marketing story
• Highlight how the product meets the customer's needs, rather than just listing fact
• Maintain data consistency across product variants
• Do not divert or refer to other products not included under this ASIN
• Remove or minimize duplication across attributes such as title, product description, or product overview. Highlight additional or supporting information to help the customer make a more informed decision
• Avoid any subjective, performance, or comparative claims, unless they are verifiable on the product packaging. Do not compare your product to competitor brands
• Avoid claims relating to accolades and awards, unless the product detail page contains supporting details, such as date and awarding body
• Avoid claims about the results of consumer surveys, even if the survey collected subjective opinions, unless substantiated by the source and date

The lack of end punctuation, encouraging headers for bullets, and Amazon requesting that you not share the brand’s marketing story are all new additions for 2024. Amazon’s details about what to avoid also show that it's cracking down on claims, accolades, and awards. Be especially careful with this type of content in bullet points or A+ detail pages, and ensure you include a specific citation for the details and dates.

Don't use all capital letters to describe your product attributes. This has been a common practice, but it violates Amazon's listing guidelines. Learn more about product title, bullet point, and listing description requirements by reading Product detail page rules in Seller Central.

Amazon Feature Bullet Examples

If you’re overwhelmed when it comes to product feature bullets or if you have a large catalog to update, these changes may be particularly challenging. Here is an example of well-done bullet points for waterproof bandages.

• Bandage Value Pack: Ideal for treating minor cuts, scrapes, and burns; Perfect for first aid kits; Each package contains 30 pieces of 1x2.5-inch bandages, 30 pieces of 0.75x2-inch bandages, and 40 pieces of 0.75x1.5-inch spot bandages
• 100% Waterproof Assorted Size Bandages: Completely waterproof clear material protects your wound from moisture
• 4-Sided Seal: Each island pad has seals on all four sides to keep dirt and contaminants out; Ideal for treating minor cuts, scrapes, and burns
• Non-stick Pad Cushions: Non-stick pad cushions that softly cover any wound, preventing re-injuries when the bandage is replaced; Gentle enough for delicate skins
• Latex-Free Bandages: Not made with rubber latex; These bandages are made in the USA

If you are an existing Amazon brand, be sure to read reviews and customer questions to see what customers want to know. Maybe they are unsure of the size, or what’s in the box, or where it is made. These can be good hints as to what to include in your bullet points. If you have a large catalog, update your top 20% ASINs by revenue first to ensure your leading SKUs are not at risk before peak season. Once you understand what works and how to do it, proceed with the rest of your catalog.

Need More Help?

Crafting effective Amazon bullet points is a blend of art and strategy. By focusing on USPs, incorporating relevant keywords, highlighting benefits, and adhering to Amazon’s guidelines, you can create compelling bullet points that enhance your product's visibility and appeal.

Armed with these new guidelines and the above example, you should be ready to start updating your products and ensuring compliance with Amazon policy. If you need expert help with listing optimization or additional marketing support, don’t hesitate to contact eCommerce Nurse, a full-service Amazon agency.