Why are bullet points important on Amazon?
The bullet points are, on the one hand, key points that, in addition to the title and descriptive images, should make it easier for customers to make a purchase decision. Compared to brick-and-mortar stores, however, it is not possible for customers on Amazon to hold a product in their hands – which is why it is important to make the product “palatable” through images and words. However, the information should remain short and concise.
It also offers sellers the opportunity to place important keywords for the Amazon ranking. In contrast to traditional Google SEO, keyword density is not the decisive factor for pushing a product on Amazon – instead, terms that customers actually use when searching for products should be placed in the bullet points. There are a variety of keyword tools for this, and it is also worth using Amazon’s autosuggest function and synonyms.
For professional Amazon optimization, it is advisable to create a list of priorities: The most important terms belong in the title, then in the bullet points.
How should bullet points be structured on Amazon?
As a rule, each salesperson has a maximum of five bullet points at their disposal. Bullet points may only contain letters and numbers – HTML codes and special characters are not permitted. In the desktop version, this looks like the following example.
However, it should be noted that the display is structured differently on mobile devices. Here, customers only see the first three bullet points when they click on a product. This is why the most important features and highlights should be placed right there.
What should you pay attention to in order to make optimum use of the space for the bullet points on Amazon?
As already mentioned in the section above, the mere repetition of Amazon keywords should be avoided. It makes more sense to use the space for additional keywords or synonyms. Extensive keyword research is extremely important for this. You should also ask yourself which target group is interested in the product – this point is also crucial for identifying the right keywords.
In addition to the correct arrangement of keywords, readability should also be taken into account. For Amazon – just like Google – the click-through rate and the length of time customers spend on the site are important. Simply stringing keywords together will not lead to a satisfactory user experience. Potential customers should be convinced of the special product features in a short, concise and informative way with the help of bullet points.