Overview

Amazon has published detailed requirements for crafting product bullet points, the concise feature highlights that appear prominently on every product detail page. These guidelines outline formatting standards, content restrictions, and best practices that sellers must follow to keep their listings compliant and optimized for conversions. Understanding these rules is essential for any seller looking to maximize product discoverability and avoid potential listing suppression.

Key Points / What Sellers Need to Know

• Minimum of three bullet points required — Every product listing should include at least three bullet points to adequately communicate product features and benefits to shoppers.
• Character limits are strictly enforced — Each bullet point must be between 10 and 255 characters, so sellers need to be concise yet informative within that range.
• Formatting rules matter — Bullet points should begin with a capital letter, be written as sentence fragments without end punctuation, and use semicolons to separate multiple phrases within a single point.
• Prohibited content will trigger removal — Amazon will remove or update bullet points containing special characters, placeholder text, unverifiable claims, competitor comparisons, or duplicated information.
• Use a header-description structure — Amazon recommends formatting each bullet point with a bold header followed by a colon and a descriptive phrase, such as "Premium fabric: Made from 100% cotton for softness and breathability."

Formatting and Structure Requirements

Amazon expects sellers to follow a specific formatting structure for bullet points. Each point should start with a capitalized word or phrase and be written as a sentence fragment rather than a complete sentence, with no period or other end punctuation. When a single bullet point covers multiple aspects of a feature, sellers should use semicolons to separate the phrases. Numbers from one through nine should be spelled out in full, with exceptions for product names, model numbers, and measurements. When listing measurements, always include a space between the digit and the unit, such as "60 ml" rather than "60ml." The recommended approach is to lead each bullet point with a descriptive header followed by a colon and then a supporting explanation, which helps shoppers scan the information quickly.