Writing Bullet Points and Product Descriptions

When it comes to selling products on Amazon, your product listing is your digital storefront. The bullet points and product descriptions play a crucial role in capturing the attention of potential buyers and convincing them to make a purchase.

The Do's when creating bullet points

1. Highlight key features: Identify the most important features and benefits of your product and highlight them in your bullet points. These should be the unique selling points that set your product apart from competitors.

2. Use clear and concise language: Keep your bullet points brief and to the point. Use simple language that is easy for customers to understand. Avoid jargon or technical terms that may confuse potential buyers.

3. Focus on benefits, not just features: While it's important to list the features of your product, make sure to also emphasise the benefits those features provide to the customer. How will your product improve their life or solve their problem?

4. Include keywords: Incorporate relevant keywords into your bullet points to improve your product's visibility in Amazon search results. You can check the most searched keywords in the emax digital tool under Search → Keywords (Search Frequency).

The Don'ts when creating bullet points

1. Don't exaggerate or make false claims: Avoid making exaggerated claims or promises that your product cannot deliver. Be honest and transparent about what your product can and cannot do.

2. Don't use all caps or excessive punctuation: Using all capital letters or excessive punctuation can come across as aggressive or unprofessional. Stick to standard formatting and punctuation in your bullet points.

3. Don't focus solely on price: While price may be a factor for some customers, focusing solely on price in your bullet points can make your product seem cheap or low quality. Instead, emphasise the value and benefits that your product offers.

4. Don't overwhelm with information: Don't overload your bullet points with too much information. Stick to the most important features and benefits, and leave out any unnecessary details that may overwhelm or confuse potential buyers.

5. Don't ignore formatting guidelines: Amazon has specific formatting guidelines for product listings, including rules about HTML and special characters. Make sure to follow these guidelines so that your bullet points display correctly on the Amazon website and mobile app.

The Do's when writing a product description

1. Understand your target audience: Before writing your product description, identify your target audience and understand their needs, preferences, and pain points. Tailor your description to resonate with your target demographic.

2. Focus on benefits: Highlight the benefits of your product rather than just listing its features. Explain how your product solves a problem or improves the customer's life.

3. Use clear and concise language: Write in clear, concise language that is easy to understand. Avoid jargon or technical terms that may confuse potential customers.

4. Include keywords: Incorporate relevant keywords into your product description to improve its visibility in Amazon search results. You can check the most searched keywords in the emax digital tool under Search → Keywords (Search Frequency).

5. Highlight unique selling points (USPs): Clearly communicate what sets your product apart from competitors. Whether it's superior quality, unique features, or exclusive benefits, emphasise what makes your product special.

The Don'ts when writing a product description

1. Don't exaggerate or mislead: Avoid making false claims or exaggerating the capabilities of your product. Misleading descriptions can lead to negative reviews and damage your reputation.

2. Don't only use generic descriptions: Steer clear of generic, uninspiring descriptions that fail to differentiate your product from competitors. Be specific and highlight what makes your product unique.

3. Don't overuse capitalisation or special characters: Refrain from overusing capitalisation, exclamation points, or special characters in your product description. It can come across as unprofessional and spammy.