00:00If you're selling on Amazon, you know just how much every single word counts.
00:04So today, we're going to dive into one of the most important parts of your product listing,
00:09the bullet points.
00:10We're going to take Amazon's rules and turn them from this confusing mess
00:14into your own personal winning playbook.
00:18So let me start with the question for you.
00:21I want you to really think about your own listings right now.
00:24Are your bullet points actually helping you make sales?
00:27Or could they be quietly costing you customers day in and day out?
00:32It's a huge question because the stakes, they're incredibly high.
00:37You know, the difference between a bad bullet point and a great one isn't just about looks.
00:43It's the difference between being totally buried on page 10 and showing up right in front of your customer.
00:48It's about turning people who are just browsing into actual buyers
00:51and turning those lost chances into real hard sales.
00:55The impact is direct and you can absolutely measure it.
00:58So what's their job anyway?
01:00Well, at their core, bullet points are basically your product's elevator pitch.
01:05They're those quick, easy to scan facts that a shopper uses to instantly decide if your product is what they need.
01:11Honestly, this is where the buying decision really kicks off.
01:14Okay, let's get into the strategy.
01:17We're going to build the perfect bullet point from the ground up.
01:20We're laying a foundation that not only follows all of Amazon's rules, but also really connects with your customers.
01:25So the most powerful trick in the book is actually a super simple formula.
01:31Header, a colon, and then the description.
01:33That's it.
01:34This structure gives you instant clarity, and it's the real secret to organized, easy-to-read bullet points that, by the way, Amazon absolutely loves.
01:43And here's what that looks like in action.
01:45See?
01:46Stainless steel body.
01:47That's your clear header.
01:49Then you've got the colon.
01:50And finally, the description that explains the benefit of that feature.
01:54Strong and durable material suitable for daily cooking.
01:57See how clean and informative that is?
01:59It's perfect.
02:01Now, this brings up a really crucial mindset shift.
02:03Your bullet points are not the place to tell your brand's life story.
02:08Honestly, customers don't care that you've been trusted for years.
02:12What they care about is what's in it for them.
02:15A heat-resistant handle solves a problem.
02:17It gives them a safe and comfortable grip.
02:20You've got to always, always focus on the customer benefit.
02:23Okay, so with that foundation in place, let's move on to the style and the precision.
02:28These are the little details that really separate a professional, high-converting listing
02:32from one that just looks amateur.
02:34First up, a very simple but totally non-negotiable rule.
02:38Always start every single bullet point with a capital letter.
02:42It's such a small thing, but it immediately signals professionalism and makes everything
02:45so much easier to read.
02:47Next up is what I like to call the Goldilocks rule of length.
02:51You've got to stay within that sweet spot of 10 to 255 characters.
02:54This forces you to be concise enough for someone to just scan it quickly, but also detailed
02:59enough to actually provide some real value.
03:01And here's exactly why that minimum length is so important.
03:05The word durable all by itself, it's just a vague claim.
03:08But when you expand it to durable construction ensures long-lasting everyday use, you're turning
03:14that feature into a real, tangible benefit for the customer.
03:17You're answering their silent question, which is durable how?
03:20Okay, here's a rule that trips up a lot of sellers.
03:24Your bullet points have to be written as sentence fragments.
03:27What does that mean?
03:28It means no periods, no full stops at the end.
03:31If you need to connect two related ideas inside one bullet, just use a semicolon.
03:36It keeps the whole thing flowing nicely.
03:38Amazon's also a little picky about numbers.
03:41The rule is simple, though.
03:42Write out the words for numbers one through nine.
03:45You only use digits for things like measurements, model numbers, or sizes.
03:49So it should be three containers, not three containers.
03:54And speaking of measurements, here's another one of those tiny details that makes a huge
03:59difference in formatting.
04:01Always, and I mean always, leave a single space between the number and the unit of measurement.
04:06So it's 60 space ML, not 60 ML.
04:11All right, let's switch gears and talk about the really critical stuff you have to avoid.
04:15Think of these next few points as, well, game-ending fouls.
04:20These are the common mistakes that can get your listings suppressed or even penalized by Amazon.
04:24You don't want that.
04:25First things first, stay away from special characters.
04:28Amazon prohibits symbols like the trademark symbol, copyright, or any currency signs in your bullet points.
04:34Just stick to standard text.
04:37And along those same lines, no emojis.
04:39I know, they're everywhere on social media, but they just look unprofessional on an Amazon listing,
04:44and they are strictly against the rules.
04:47So instead of a checkmark emoji, just say what the benefit is.
04:50Prevents spills.
04:51This one is a biggie.
04:53Never, ever include any kind of guarantee, warranty, or refund information in your bullet points.
05:00Amazon handles all of that stuff through its own platform.
05:02If you mention it here, it's a major policy violation.
05:05And here is the cardinal sin on the platform.
05:08Never, ever try to direct customers away from Amazon.
05:12That means no website links, no email addresses, no contact info, nothing.
05:16All communication, all information has to stay right there within the listing.
05:21And finally, let's talk about claims.
05:23You have to avoid all that subjective, unverified marketing fluff like best quality or eco-friendly,
05:30unless you can actually prove it.
05:31Instead, you want to stick to factual, verifiable statements that build trust.
05:36Food-grade stainless steel, that's a fact.
05:39Best quality, that's just an opinion.
05:41And believe me, facts sell.
05:43So, wow, we have covered a lot of ground.
05:46Let's bring it all together into a final pre-launch checklist.
05:51Four simple principles to guide you as you write or even just revise your bullet points.
05:56Okay, number one, always prioritize clarity over clever marketing buzz.
06:01Number two, give each bullet point its own unique job.
06:04Focus on one feature and its benefit.
06:07Number three, put yourself in your customer's shoes and write to answer the questions you
06:10know they're asking.
06:12And finally, number four, stay factual and compliant to build trust and, of course,
06:16keep your listings safe.
06:18And that's the playbook.
06:19You now have the rules and the strategies to create bullet points that don't just follow
06:23Amazon's guidelines but actually work hard to convert customers.
06:26So, the final question is, what story about your product's value will your bullet points
06:32tell?
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