Long Detailed Bullets, or No?

Helium10 and JungleScout are in disagreement on this.

JungleScout seems to want bullet/features short and concise, but they also want them written like ESL.

Not sure who has the better input on this.

See better conversion or search performance on shorter bullets or longer?

We have long detailed bullet points (NO EMOJIS PLEASE), and perform pretty well.

Of course a lot of people will have success with short bullet points (even without bullet points…) as many things in Amazon don’t make any sense. But in my head it is better to use that space to have more relevant keywords rather than not having them.

(nobody reads so it doesn’t matter)

Personally, my grammar and powerpoint days behind me, bullets are meant to be pithy. Incomplete sentences, one feature per bullet. Multi-line/sentence bullets tick me off.

But on Amazon? As long as you get all the important stuff in, length doesn’t seem to hurt, many top selling items have over-stuffed bullets. And I do hate to read them and find myself still wondering…but what size is it?


I’m a small beans handmade seller, but after studying my marketside competition I decided to stuff them up.

First bullet has the relevant, concise info about the item. The rest are stuffed with floral “selling” language with lots of keywords.

The listings I’ve changed to this are doing better than they were. So - for me - long, detailed is better.


:point_up_2: This! I always include the bullet points but I swear Amazon buyers are a special breed. Impulse buyers who click order without reading half the info because they know they can return it if its not what they want.


We dont believe in title or bullet vomit. Clear concise easy/fast to read/comprehend for the shopper.


I’m not thinking about the actual customer at all here; (save for maybe conversion rate effect, if any).

Would think longer bullets would actually hurt as they fill page space.

Just want to know what Amazon prefers for algo keywords


Bullet Points

Good bullets points

Some bullet points are so long that customers have to click a more button to see all of them. Some bullet points are stuffed with keywords and are not easy to read. Some bullet points are poorly written.

It is better to keep bullet points clear and concise. A general piece of advice is to keep your bullet points under 1,000 characters in total i.e. for all five bullets, not per bullet. Being less than 1,000 characters improves their readability. And, if bullet points are indexed for your product, being shorter than 1,000 characters improves discoverability of content in the bullet points.

Well-written bullet points will naturally contain keywords, but the first priority should be to communicate clearly and help customers make a buying decision. One approach is to start a bullet point with a feature and then state the benefit(s) of that feature.


I look at the pictures and decide to buy or not. If the pictures don’t describe the product I won’t buy it. There’s exceptions for products that you want technical details on, but for the most part the pictures should include that too.

Like they say, a picture’s worth a thousand words.

For example:


Instead of making a bullet point, they put this in an image (though it should be inches for the US store), which also makes it easier to visualize.

I feel like most Amazon buyers only look at pictures. My best selling products all have really great pictures, with text in the pictures that explain everything. The products that have the highest returns are ones with mediocre pictures and the important details are in the bullet points.


“Long detailed bullets, or No?”

An emphatic NO from this corner.

Speaking as a buyer (and I do buy a lot on Amazon) I quickly leave a detail page with keyword stuffed bullets.

When looking for apparel I want to know fabric content, laundry instructions and where it is made.

I don’t want a list of all fabrics known to mankind. I don’t want every single word that might, or might not be associated, with clothing.

I consider those unprofessional and automatically distrust the seller.

And just as a more personal pet peeve – I have been dressing myself for a good many years now. I do not need the seller to tell me what are the proper occasions for wearing the garment.


this is me also, unless I need something specific (like certification, materials, or dimensions).

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