Amazon bullet points examples, written to Amazon's rules

Bullet points are where a buyer decides. They've seen the title and the main image, and now they want to know: will it fit, how long does it last, what's in the box. Amazon's own help page puts it the same way: bullets help customers quickly understand if the product is right for them.

Amazon's bullet point requirements set out a clear format and a list of content it removes. This guide starts with those rules, then gives Amazon bullet points examples for four kinds of product, all written to that format.

Amazon's bullet point guidelines

Two more rules matter as much as the format. Keep duplication with the title and description to a minimum. And avoid subjective, performance or comparative claims unless they're verifiable on the packaging.

Amazon's own example

Amazon's help page uses a children's long-sleeve top:

• Cotton fabric: Made from 100% cotton for softness and breathability
• Long sleeve: Long sleeves add coverage and style
• Loose fit: Relaxed fit allows for easy movement and comfort
• Machine washable: Durable construction allows for easy care
• Versatile style: Perfect for dance practice, playtime, or outdoor activity

Notice what it does. Each bullet has a two-word header a shopper can scan. None ends with a full stop. And each one covers a different thing, so nothing is said twice.

What Amazon removes from bullet points

Amazon says bullets containing any of these may be removed or updated:

• Special characters, such as the trademark, registered and copyright symbols, currency symbols and the tilde.
• Emojis, including ticks and crosses.
• Placeholder text, such as "N/A", "TBD" or "copy pending".
• ASINs.
• Prohibited claims, such as "eco-friendly", "anti-bacterial" or "made from bamboo".
• Guarantee wording, such as "Full refund" or "If not satisfied, send it back".
• Outside information: company details, website links and contact details.
• Repeated content. Each bullet must say something the others don't.
• All caps, such as "ELEGANT DESIGN".
• Abbreviations, such as "qty", "pkg", "w/" and "approx.".
• Content with its own field, such as fabric content, care instructions and country of origin.

Two of these are easy to miss. The first is the bracketed all-caps header, which breaks both the capitals rule and, often, the special characters rule. The second is the guarantee line at the end of bullet five.

Amazon bullet points examples by product

All four products are made up, to show the format. Check every claim against your own product and packaging.

Wireless earbuds

• Battery life: Up to 8 hours per charge, 32 with the case
• Secure fit: Three sizes of silicone ear tips included
• Sweat resistant: IPX4 rated; not for swimming
• Clear calls: Two microphones in each earbud
• Easy pairing: Bluetooth 5.3; reconnects when you open the case

"8 hours" stays as digits because it's a measurement. "Three sizes" and "Two microphones" are written out, because they're counts under ten.

Scented candle

• Scent: Fig and cedar, with a soft woody finish
• Burn time: Up to 45 hours from a 220 g candle
• Cotton wick: Single cotton wick; trim to 5 mm before each burn
• Reusable jar: Amber glass jar that can hold pens or plants once the candle is finished
• Gift ready: Comes in a printed box with a lid

Ceramic mug

• Capacity: Holds 350 ml, enough for a large coffee
• Handle: Wide handle that fits two fingers comfortably
• Glaze: Speckled finish; each mug varies slightly
• Care: Top rack dishwasher safe; not for the microwave
• Set size: Sold as a pair, with two matching mugs

Insulated water bottle

• Straw lid: Flip-up straw with a lock, for one-handed drinking
• Size: 32 oz; fits most car cup holders
• Insulation: Double wall stainless steel for cold drinks on the go
• Leak proof: Silicone seal; carry it upright or flat in a bag
• Easy cleaning: Wide mouth fits a bottle brush; lid comes apart

In each set, the header is the thing a buyer is looking for, and the text after the colon answers it in one line.

Writing five good bullets for every product adds up. YelloShelf writes Amazon bullet points from your product photo, alongside the title and description, based on what's already selling in your category. See how it works.

A before and after rewrite

Before:

【LONG BATTERY LIFE】 Enjoy up to 32 hours of music with the charging case, the best earbuds for the gym and running, approx. 8 hrs per charge ✅

What's wrong with it:

• All caps header inside decorative brackets.
• "The best earbuds", a subjective claim that can't be checked on the packaging.
• "approx.", one of Amazon's banned abbreviations.
• An emoji at the end.
• Two facts out of order. Per-charge battery life is what most buyers compare first.

After:

Battery life: Up to 8 hours per charge, 32 with the case

Shorter, and it says more. The gym and running uses can move into a separate bullet about fit, or into your backend search terms.

Whether the first draft comes from you or from YelloShelf, check each bullet against the list above before you save it.

How to choose your five bullets

A simple way to pick them: list the questions a buyer asks before buying, then answer the five most important ones, most important first.

1. 1What does it do that matters most? Battery life for earbuds, burn time for a candle.
2. 2Will it fit or work for me? Size, capacity, compatibility.
3. 3What's it made of, and how do I care for it? Unless it has its own field.
4. 4What's in the box? Pack count, accessories.
5. 5Anything buyers worry about? Read 3-star reviews on similar products to find out. Our guide to finding keywords for an Amazon listing for free covers how.

If a YelloShelf draft gives you a set of bullets, run them past these five questions too. It's the quickest way to spot one that's missing.

Bullet points and search

Amazon's discoverability guide says well-written bullet points can help sales, and the bullet requirements page says they can increase discoverability in search results. The same guide adds a note: Amazon may not use all bullet point content for search.

In practice, that means:

• Keep the main phrase in the title. See our Amazon product title guidelines.
• Use bullets for the words buyers use about features, like "leak proof" or "fits car cup holder".
• Don't stuff them. A bullet that reads like a keyword list doesn't help a buyer decide, and Amazon asks you to keep duplication to a minimum.

How to add or edit bullet points

• One product: go to Manage Products, find the product, open the Actions menu and select Edit. On the Product Details tab, go to the Bullet Point field, make your changes and select Save and finish.
• Many products: download a category inventory file template from the Spreadsheet tile in Add products, fill in the bullets and upload it.

If you're updating a lot of listings at once, YelloShelf can draft the new bullets for each product, so the spreadsheet step is mostly copy and check.

Quick checklist

• Three to five bullets, each starting with a short header and a colon.
• No end punctuation, no all caps, no emojis or special characters.
• Numbers one to nine written out, except measurements and model numbers.
• A space between number and unit.
• No guarantees, links, abbreviations or unverifiable claims.
• Each bullet says something the title and the other bullets don't.

Write Amazon bullet points with YelloShelf

If you'd like a first draft to edit, YelloShelf writes Amazon bullet points from a product photo, along with a title, a description and a suggested price, based on what's already selling. It also makes listing images sized for Amazon and the other marketplaces it supports. You review everything and add it to Seller Central yourself, since it doesn't publish anywhere.

It can also make social posts for the same product, with captions and hashtags for Instagram, TikTok, Pinterest, Facebook and X.

No subscription or free trial. Pay as you go credit packs from $10, with a 7-day money-back guarantee on your first purchase.