Analyze the Bullet Points

The reason a shopper would want to buy this product over any other one on Amazon or anywhere else today, customers have options. So it’s important to explain what differentiated product in a clear and concise. As we start to look at some examples of listings. You’ll note that some feature five bullet points and others may have more, the number of bullets depend on the Amazon selling platform and other variables, but for today’s tear down, we’ll focus on the standard number of.

Although the number is important when creating content and prioritizing the order in the list, we’ll be addressing a deeper dive into the bullet point structure and what is necessary to create an effective bullet that highlights features and benefits, answers customers questions, and are optimized to help with listing rankings and search ability.

We’ll begin with the review of bullets that are too short. These bullets just explain the product features and nothing more in the online environment. When a person cannot touch or feel the product, the finding the benefits of the customer is necessary. So they understand why that feature is important to them.

And what problem it saw. And this example of a well-known brand, the second bullet states, 13.5 millimeter driver unit provide dynamic audio performance. As a technical product, a shopper would have to know why a 13.5 millimeter driver provides better audio because it is not clearly explained the bullet.

Doesn’t let the customer know why this product is better than another. Here’s another example of a well-known brand. Again, the bullets are just short copy points without a find features and benefits. The third bullet powerful 11 millimeter neodymium driver unit. Doesn’t explain to the shopper what this is or how the user would benefit from this feature.

As a known brand JVC people might be inclined to make a purchase based on the brand name and not on the content. Also with few words in a bullets, the organic search ability to client’s a sharper most likely will be searching for that particular brand by name. Now we’ll look at bullets that are too long.

There are too many words to read and the listing appears overwhelming. At first glance, it’s been studied that reading on a digital device is very different than reading in print. Most people scan or skim the content when brown. A common online writing practice is to create chunks or small bit of information that is broken up by a headline or image.

When a shopper lands on a page like this, seeing an overwhelming amount of copy to dissect can be a turnoff. And there is a potential. The shopper may be. The second bullet alone has a lot of characters, a whopping 480. It’s not easy to scan and extract key pieces of information. And addition to bullets that are too long, the choice of words is extremely important, too many adjectives that embellish the content or using words that are creative descriptors and not true features and benefits should be avoided.

They may make memorable ad campaigns, but are not effective as Amazon bullets. Amazon bullets should simply highlight the product features in a clear and concise manner. Also, as you’ll see here in this listing icons are used at the beginning of bullet points, in addition to an actual bullet, the green checks grab attention.

And so it’s really important to follow up the user engagement with clearly defined features and benefits. Now we know what doesn’t work. Let’s look at some examples of what does in this listing. The bullets are an easily digestible length. They begin with the value to the customer, the benefit in the second bullet, it begins long lasting and quick charging.

And then the benefit is then supported by the product feature battery with one and a half hours of charging. We see in the third bullet, the benefit in all caps, I P waterproof and sweat proof. And then it’s supported by the feature, which is liquid Pell nano coating. The use of all caps allows a benefit to stand apart from the feature.

It’s a good practice to separate between the call-out at the beginning of the bullet and the supporting information at the end of it. This tactic draws the shopper’s attention in and makes it easy to scan and digest. You now have seen a few different examples of bullet points taken from live listings and have a better idea of how to create your own bullets.

Here are a few more tips to help you with your listing tear down. Always create content in keeping with Amazon’s policies to avoid potential accounts suspension. Put the most important information in the first three bullets, those are scanned and read. Most often the key features should be at the top of the page with the least important at the bottom of the listing.

If your product has a strong brand presence. And if you need content for bullet five, that would be a perfect place to mention a key feature about your brand, but only use the last bullet for this information. If there is a shortage of key content information to not exceed the length of find in a category specifications by Amazon, this can result in suspension.

Be sure that the bullets include key information only and as easy for the shopper to digest at a quick glance, remember to use the product benefit as the key lead in statement use fragment sentences only. This is not the forum for proper sentence structure, separate two different points within the same bullet with semi-colons periods are not necessary at the end of each line.

And lastly, remember to add keywords into the content, try and use different keywords and the words that were placed in the title and use at least one in each bullet, especially within the first three bullets. Remember the keywords capture, the key phrase is customers use in search. So the more words that are captured in the listing content, the greater the chance your product listing has of being found.

Now it’s time to pick up that red Pentagon and with these tools in hand, start your listing, tear down. Remember to take a hard and detailed look at the bullet points and be critical. Also don’t lose sight of your brand promise or key messaging points. In addition to the features and benefits for goal is to blend keyword.

Product features and benefits and brand information starting with the most important as the first bullet use language that speaks to the target audience to capture a shopper’s interest and convert that interest into a sale by anticipating a shopper’s question, the key aspects of the product will be revealed and a shopper should have no reason to leave the page except to make a purchase.