Upgrading your Amazon Listings
Amazon Bullet Points Best Practices: How to Write Key Features That Convert
Your Amazon bullets are prime real estate for turning interest into action. Learn how to write benefit-first bullet points that persuade, answer objections, and boost your conversion rate.
Aug 12, 2025
Most shoppers won’t read your whole description, but they will scan your bullets. These short, punchy lines are where buying decisions happen. In five quick scroll-stopping points, you can win trust, overcome hesitation, and nudge the shopper closer to “Add to Cart.”
The Answer
Lead with the benefit, follow with the proof. Every bullet should tell the shopper why they’ll love the product, then back it up with a fact, feature, or differentiator.
Amazon’s constraints
Count: Most categories allow up to 5 bullets.
Formatting: No HTML, emojis, or promotional pricing claims.
Length: Keep each under ~220 characters for readability and compliance.
Accuracy: Claims must be true and supported by the product detail page.
How to win
Bullet points work when they do three things:
Sell benefits first– Begin with a word or phrase in ALL CAPS that signals the benefit (“LONG-LASTING HYDRATION” or “[SAFE FOR KIDS]”).
Provide proof– Back up the benefit with a clear, specific feature or fact.
Stay skimmable– Use short, active phrasing that can be absorbed at a glance on mobile.
Pro tips
Mirror language from positive reviews and Q&A; it’s how your buyers talk.
Order bullets from most important to least, matching your buyer’s priorities.
Use all 5 bullets: it signals a complete listing and gives you more keyword coverage.
Where allowed, work in sensory or emotional triggers (“luxuriously soft,” “engineered for speed”).
The Checklist
✅ Exactly 5 bullets
✅ Benefit-first structure in each
✅ ≤ 220 characters each for mobile readability
✅ All claims match listing and product
✅ Covers the product’s top purchase drivers and objections
Why this works
Bullets bridge the gap between interest and purchase. Shoppers who read them are already leaning in, and your job is to reinforce their decision, not overload them. A tight, benefit-first bullet list keeps the momentum going and makes clicking “Buy Now” feel like the natural next step.
What Winning Looks Like
Below are examples of bullet point sets that lead with benefits, stay skimmable, and close the sale. All these titles scored 18-20 out of 20 on Pixii's Listing Grader.
Check out the full upgrade series:
📱 Increase Amazon Conversion Rate Without More Ads: A Practical Guide For Faster Add‑To‑Cart
📸 Amazon Main Image Best Practices: How to Create a Hero Image That Gets Clicks
🧾 Amazon Supporting Images: How to Build a Gallery That Converts
💡 Amazon Product Title Best Practices: How to Write Titles That Sell
📊 Amazon Bullet Points Best Practices: How to Write Key Features That Convert
🔍 Amazon A+ Content Best Practices: How to Design Modules That Convert
🧾 Amazon Reviews Best Practices: How to Get More 5-Star Ratings and Increase Conversions
Authors:
Monte Desai (Founder @ Pixii)
Most shoppers won’t read your whole description, but they will scan your bullets. These short, punchy lines are where buying decisions happen. In five quick scroll-stopping points, you can win trust, overcome hesitation, and nudge the shopper closer to “Add to Cart.”
The Answer
Lead with the benefit, follow with the proof. Every bullet should tell the shopper why they’ll love the product, then back it up with a fact, feature, or differentiator.
Amazon’s constraints
Count: Most categories allow up to 5 bullets.
Formatting: No HTML, emojis, or promotional pricing claims.
Length: Keep each under ~220 characters for readability and compliance.
Accuracy: Claims must be true and supported by the product detail page.
How to win
Bullet points work when they do three things:
Sell benefits first– Begin with a word or phrase in ALL CAPS that signals the benefit (“LONG-LASTING HYDRATION” or “[SAFE FOR KIDS]”).
Provide proof– Back up the benefit with a clear, specific feature or fact.
Stay skimmable– Use short, active phrasing that can be absorbed at a glance on mobile.
Pro tips
Mirror language from positive reviews and Q&A; it’s how your buyers talk.
Order bullets from most important to least, matching your buyer’s priorities.
Use all 5 bullets: it signals a complete listing and gives you more keyword coverage.
Where allowed, work in sensory or emotional triggers (“luxuriously soft,” “engineered for speed”).
The Checklist
✅ Exactly 5 bullets
✅ Benefit-first structure in each
✅ ≤ 220 characters each for mobile readability
✅ All claims match listing and product
✅ Covers the product’s top purchase drivers and objections
Why this works
Bullets bridge the gap between interest and purchase. Shoppers who read them are already leaning in, and your job is to reinforce their decision, not overload them. A tight, benefit-first bullet list keeps the momentum going and makes clicking “Buy Now” feel like the natural next step.
What Winning Looks Like
Below are examples of bullet point sets that lead with benefits, stay skimmable, and close the sale. All these titles scored 18-20 out of 20 on Pixii's Listing Grader.
Check out the full upgrade series:
📱 Increase Amazon Conversion Rate Without More Ads: A Practical Guide For Faster Add‑To‑Cart
📸 Amazon Main Image Best Practices: How to Create a Hero Image That Gets Clicks
🧾 Amazon Supporting Images: How to Build a Gallery That Converts
💡 Amazon Product Title Best Practices: How to Write Titles That Sell
📊 Amazon Bullet Points Best Practices: How to Write Key Features That Convert
🔍 Amazon A+ Content Best Practices: How to Design Modules That Convert
🧾 Amazon Reviews Best Practices: How to Get More 5-Star Ratings and Increase Conversions
Authors:
Monte Desai (Founder @ Pixii)