Why are bullet points relevant on Amazon?
On the one hand, the bullet points are key points that – in addition to the title and vivid images – should make it easier for you as a customer to make a purchase decision. However, compared to brick-and-mortar stores, you don’t have the opportunity to hold a product in your hand on Amazon. That’s why it’s important to make the product “palatable” through images and words. Nevertheless, the information should remain short and concise.
As a seller, you also have the opportunity here 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, you should place terms in the bullet points that customers actually use when searching for products. There are a variety of keyword tools for this. It is also worth using the autosuggest function on Amazon and the targeted use of 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, you have a maximum of five bullet points at your 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. That’s why you should also place the most important features and highlights right there.
What should you pay attention to in order to make optimum use of the space for the bullet points on Amazon?
As mentioned in the section above, you should avoid simply repeating Amazon keywords. It makes more sense to use the space for additional keywords or synonyms. Extensive keyword research is extremely important for this. You should also think carefully about which target group is interested in your product – this point is also crucial for identifying the right keywords.
In addition to the correct arrangement of the keywords, you should also pay attention to readability. 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 does not lead to a good user experience. Potential customers should be convinced of the special features of your product in a short, concise and informative way through the bullet points.