Overview

Amazon's Key Product Features section — commonly known as bullet points — is one of the most important elements of any product listing. For sellers in the Lighting category, crafting clear and compelling bullet points can directly influence customer purchase decisions. This reference guide from Amazon Seller Central outlines the formatting rules, best practices, and common mistakes to avoid when writing bullet points for lighting products.

Key Points / What Sellers Need to Know

• Bullet points drive conversions — The key product features section appears prominently on the detail page and is often the first content customers read after the title. Well-written bullets can be the difference between a sale and an abandoned browse.
• Consistency matters — Amazon recommends maintaining a consistent order across all your product listings. If you lead with country of origin on one product, do the same for every product in your catalog.
• Start with capital letters, skip end punctuation — Each bullet should begin with a capital letter and be written as a sentence fragment without a period or exclamation point at the end.
• No promotional or pricing content — Amazon policy explicitly prohibits including pricing, promotional offers, shipping details, or company-specific information in bullet points.
• Reinforce your title and description — Use bullet points to highlight the most important information that also appears in your title and product description, giving customers quick confirmation of key specs.

Formatting Rules and Requirements

Amazon has specific formatting guidelines that sellers must follow when writing key product features. All numbers should be written as numerals rather than spelled out. When listing multiple attributes in a single bullet, separate them with semicolons. Measurements should be spelled out in full — use "quart," "inch," and "feet" instead of abbreviations. Sellers should avoid using dashes, symbols, periods, or exclamation points within bullets. Vague language is discouraged; Amazon wants sellers to be as specific as possible when describing product features and attributes.