Amazon Product Listing Optimization - Bullet Points

hi guys this is Jelena from Amazonia PPC in today's video we're going to talk all about the bullet points things we're going to cover in this video are what are bullet points and how you should use them what are some specific guidelines on how to write the bullet points so that they are following Amazon's Terms of Service thanks the void also we're going to cover some some of the tips for copywriting and how to improve readability of your bullet points and I'm going to show you one good and one bad example in this video so there's going to be a lot of value hidden in this video we are inviting you to stay through the end and learn a lot so let's dive right into this bullet points these are also known as key product features they are the first next thing after that comes after the product titles and product titles are there to basically drive traffic to the listing but when it comes to bullet points that they are here to help your customers learn more about the product Amazon introduced bullet points out of doing very extensive year-over-year research and they actually found out that people are not reading all this information they're rather skimming through the page so an average customers attention span is between 15 and 30 seconds per page so that's all you get in time wise so that you can drive attention of your customer and you should make the most out of it so bullet points as such actually are very helpful in this simply because you get the chance to sort of like focus on what exactly the feature or the benefit of the product is and just make sure you're very clear about it so that they can actually within a matter of seconds you know what they need to know what you want the the message that you want to transfer over to them so bullet points like Amazon officially does not confirm that they actually take into account that this affects their organic getting off your listing but a lot of experts have tested a lot of examples it actually shows that their organic ranking has moved up in the search results page right after they started implementing keywords that are bullet points so that being said it actually some kind of general rule of thumb and the practice is that it does affect your ranking and you should put keywords in your bullet points so a lot of users skim through the content so this is something to keep in mind and also around 70% of Amazon's users are actually coming from they're using mobile devices to browse through the products and this is something to keep in mind when you optimize your bullet points that they also have to be optimized for mobile that's another thing to keep in mind as a rule of thumb you get to have as a seller of certain seller central you get to have five bullet points and each one is limited down to hundred characters each and usually that's that's their general recommendation and when you're typing in in your product listing you get one hundred character limit and that's all it gets indexed you can put more characters in it up to one thousand so some of the experts actually recommend using out 200 characters per bullet point and there's actually five of them and that makes a total of thousand characters that's a lot of space so keep in mind that if you stop these bullet points with a lot of words in them that this is going to this is actually going to be like counterproductive even because not a lot of users are going to be this keep in mind but short concise to the point and just showing features and benefits of the product as well as problems it solves and things like that you should begin each bullet point with capitalized letters like in this example over here there are capitalized so you don't have to read and everything else because they you will understand from these capitalized letters what the rest of the text is so that's a very good recommendation in terms of readability and what you should not include as promotional information so basically when you are like collecting ideas what you should write in your bullet points then you should think all about you know mentioning the features and the benefits of the product I already mentioned this but basically an example this would sound like you know entering what material something was made from or what it contains like in this case it contains fatty acids so that's important for someone to know also what age it's appropriate for what age it's appropriate and also the material it was made and what kind of you know skill level it takes for someone to use such a product and who it was made for where it was made for in the country of origin like in this case it was probably made in the USA so make sure that you are utilizing information about the product around the product not around the brand itself or anything like in general but be as specific as possible like if your product has a very important size dimensions then make sure that you mentioned what size it is and you know what the possible applications of that might be like for example 10 inch sinks would be applicable for RVs that'll be a very good example where you would mention its size and you would mention a benefit of that size where a possible customer can use this particular product so when it comes to the rural town of using bullet points then this would be definitely something to focus on which is the information about the product more specific information something that users don't want to bother reading but something that would be you know in front of that what they can notice right away so that being said though those are things to do but when it comes things to not do things avoid you should definitely avoid using any kind of exclamation marks hyphens things that are unreadable like symbols something that's not very easier or clean texts so stay away from symbols like that don't be fake instead of that be very very specific what the product is about why is it so what is it so specific and what's your unique selling proposition of the product don't use companies specific information like I don't know a bad example would be when someone would mention that's a hundred percent money-back guarantee for the product they mentioned that in the bullet point that should be somewhere in the final description maybe or in the content but not in the bullet point bullet points are here to help you understand what this product is about like general specific information about the product and not company specific information so that's another tip to something to avoid and also a very bad practice is to over stop your bullet points with with keywords with uppercase words letters and stuff like that so you want to make it clean easy to read you want to make a concise you want to help your customers understand what kind of problem this pallet salts don't go to don't go to vague in your description be as specific as possible because exactly this section of the product listing is something that where customers expect to read information about the product so if you write them company specific stocks or something like general and paid they won't find it relevant and they will bounce right off of your listing so this is definitely something you don't want to cheat also I mentioned that I wanted to share with you some tips to improve readability basically as we all understand 70% of Amazon customers are mobile users so you have to optimize for mobile readability obviously on the mobile when you're looking when you're scrolling through the listings you only get to say see the first 70 characters of what the of each bullet points in some of the cases so make sure that you don't use that you don't use too little letters but also don't use too much just keep in mind to keep your sentences concise so that they are resolved demise for mobile and only containing essential information in them also make sure to improve readability of your listing of your bullet points write numbers as numerals for example you will right now one is a numeral instead of writing it in words simply because it helps the brain to understand what the sides actually is or whether there is a certain number of units involved in a set something like that so right genome versus numerals and also when it comes to measurements like inches centimeters feet stuff like that write that as a word because that's what scientifically was proven it was tested that it works actually passing improves readability also one of these really good tips for copywriting would be like for example if you have 10 keywords that are core keywords and you use four of them in your product title then you should use the rest for your bullet points this will increase your organic ranking contrary to what Amazon actually officially says so make sure to use it but not like over stuff it would give us because that's where you're going to achieve the counter so make your bluepoint skimmable make you bullet point skimmable that is also one of the one of the most particular tips for bullet points optimization basically to make your bullet point skinnable this is really helpful using these uppercase letters like in this example here just like get your point out there and then explain it later in the later part that comes after it so that will highlight the main point of each bullet point and then you can exploit the rest if someone has the time to be that but you want to grab their attention and get the message across within a matter of seconds in which usually these capitalized bullet points are very very helpful so you should definitely think of using that also like in this example yeah you should emphasize on solving the customers problem like for example here in this bullet point we have reduced pain inflammation and improve your mental health which is a clear example of how a pain point is being solved by this product and this is being mentioned in the in the bullet point description so make sure to use this this is a very good example of bullet point optimization because it is full of keywords such as you know this example is a hemp oil extract so it's it has key with such as hemp oil organic so let me see what else there is you know quality sleep is also very common pain points relieving anxiety stress a lot of people are searching for stress relief online so this is a key word as well and has brain function mental health is also something that's commonly connected to hemp oil lower information also joint pain that a lot of users are using it for so all these you know keywords that are maybe treatment transitional words they're not so much quirky with the court here it would be hemp oil that would be something you 100% need to have in your product title but when it comes to everything else that our you know benefits and pain points of someone using the best product that needs who needs to use this product then you should put that in the bullet points this is also a very good example because explains it explains that this is a premium oil that no artificial ingredients are in there you're now putting your health at risk so that's another pay point being solved then the second bullet point says the benefit they actually stress out the benefit of using this product that what will you get the third bullet point it explains what the content of this little bottle is so omega-3 six and nine fatty acids which is something that improves your mental health so that's number three they actually are describing what is inside of the product so if this was a product that you know has different sizes then it would be very important for them to write what size specifically it is how many centimeters how many inches if this is a product that solves a health problem then this is what they are stressing out they're stressing out that the active ingredient that's in charge of providing these health benefits to someone using it so the fourth bullet point in this very good example is obviously targeting pain points like you know people who have pain like joint pain inflammation and have some issues with mental health they a lot of use a lot of hemp oils so they are targeting exactly these pain points which usually when people are have some health problems and this is a very very extreme pain point so that's what they are mentioning also they're using origin origin unique selling proposition which means they mentioned where it was this actually made of made from and what it was made off and so many things that they mentioned that someone would actually believe that this is a very very trustworthy listing so anything else that might help improve their conversion rates and the page might be social proof and you know things like customer reviews and answered questions something that well you know help customers decide this is a very trustworthy brand but when it comes to the bullet points I believe that these are perfectly optimized and this would be a very good example on the contrary we have a not so good example like you know let's analyze at the first glance these bullet points are straight to the point that you don't have to spend a lot of time reading them but at the same time they're just too short in terms of this specific listing not actually shining trusts basically you should build trust and show up as a trustworthy brand and have all the girlís things optimized as you know showing as trustworthy listings that someone can purchase from you and be hundred percent safe so I absolutely appreciate that they're down to the point with their bullet points but not that much not that short simply because they're just a little bit over the edge when it comes to optimization so same method is being applied here they are mentioning that this is a updating for brains that this is origin from Canada that this was made from cannabis sativa and what the extraction that was someone might find it very important this was a cold pack soiled and also refined type but definitely missing the point in terms of this listing in missing the point in terms of customer satisfaction in terms of user experience and this is something that made this looks thing actually show up on the fifth page of the search results and the first example that I've shown you actually showed up on the first page and there is a vast difference not saying that this only came from the bullet points but it actually did help a lot obviously because it's building of much much more trustworthy feeling around the whole product listing so to summarize what you need to do when you are starting to write your own bullet points basically keep it straight to the point but not that short that precise make sure to use keywords in your bullet points make sure to emphasize on the benefits of using the product also target the pain point so someone who might trigger might be triggered by these pain points to buy the product make sure to emphasize the features of the product such as size dimensions color might be also relevant you know contents active ingredients whatever is specific to your product and be sure to mention it also be sure to make your bullet points product specific is that a company specific or generalize or vague you don't want that what the bullet points to be precise at strictly speaking about the product itself and make sure to write all of that on there let's say hundred characters if possible if not then make sure to make it as short as possible but still maintain a certain style and the messaging around which you want to build you hold that I hope this helps if you have any questions for us be sure to write them in the comment section and also be sure to use the style guides that are category specific that Amazon recommends so you know exactly what ideas you you might get some useful ideas from them because they yes four years and no one beats them at customer experience so also this might be very useful tip for you to use category specific style guides that are on official page of seller central which we will share as a link in our video description thank you for watching and take care