Amazon bullet points are not just an important element of a successful listing.
They are the MOST important element.
You can go on about your titles and your product descriptions all day long – the bullets are where it's at.
The bullets, officially called 'Key Product Features', are your primary selling opportunity. These are where you go beyond the what of your product and explore the why.
They provide you with your first genuine opportunity to connect with your buyers and communicate your brand's personality. They are where you first tell them: 'I am a seller you can trust.'
Sales are won and lost in the bullet points based on decisions made in nanoseconds by rushed shoppers with a world of products at their fingertips.
But… apparently not a lot of Amazon sellers know this.
That's why the marketplace is littered with bland one-word bullets (or the opposite – lines and lines of keyword-stuffed nonsense).
I love writing bullet points. There's a simplicity and straightforwardness to them that most sellers do not seem to understand. Most sellers either ignore them completely or try too hard – both results miss the mark.
A set of five strong bullet points will provide structure to your listing, a base upon which to build your compelling product description.
In short, those five short bullet points are some of the most powerful sales tools in your Amazon arsenal.
Don't waste them.
An optimised Amazon listing will work hard for you day and night to rack up sales.
Unfortunately, many sellers seem desperate to fall at the final hurdle. They put everything they've got into finding potential hit products and then slip up with their listings.
Do yourself a favour: don't make these mistakes. Avoid them, and you'll be doing a better job than 90% of other sellers AND giving your product the best chance of selling.
If I was to offer one piece of advice to Amazon FBA sellers creating their listings, it would be this:
Read customer reviews.
My daughter (6) loves planes. When a plane flies overhead, her joy is unconfined. A few months ago, I bought her a model plane. It was small enough to fit in the hand, and the detail was immaculate. A tiny pilot even sat in the cockpit.
I surprised her with it after school. She was delighted and started exploring her new toy … but then her face dropped.
'How does it fly?'
The only good thing about aeroplanes, it turns out, is that they fly. No matter how much I tried to convince her she could still enjoy playing with it, she was having none of it.
I made her a paper airplane, and she was happy for the next hour.
I’d made the classic mistake: I’d got her what I thought she wanted, not what she really wanted.
There is never one way of doing anything.
No one way to make an impression. No one way to make people laugh. No one way to be successful.
Product descriptions are the same. There is no right way to write them (although there are plenty of wrong ways). Two highly effective descriptions for similar products may look nothing like each other. What works on one website (humorous, irreverent) will not work for another (serious, professional).
And yet … we can’t help but have formulas.
Especially copywriters. Great chunks of books have been taken up with copywriting formulas. Novel-length blog posts too.
Formulas work by giving us a backbone to our words. I use them all the time. The secret to utilising formulas effectively, however, is in adapting them. They are never rigid and inflexible. They are the framework, and the creativity comes in adapting them to your specific project.
Before you put pen to paper, decide who your ideal buyer is and write specifically for them
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