Amazon Bullet Point Best Practices: Write Bullets That Sell

Amazon bullet points are the second thing buyers read after the title (images are first). Each of the five bullet points should highlight one distinct product benefit. Lead with the benefit in a short, punchy phrase, then explain the feature that delivers it. Format: BENEFIT STATEMENT — Feature description that delivers this benefit. Example: "LEAKPROOF ALL DAY — Double-sealed lid with silicone gasket and locking tab means you can toss this in your bag without checking it first." Keep each bullet under 250 characters. Amazon recommends starting bullets with a capital letter. Avoid starting with pronouns ("We" or "Our") — start with the benefit. Integrate secondary keywords naturally into the benefit descriptions — do not force them. Use the fifth bullet for use-case targeting: "PERFECT FOR runners, cyclists, gym-goers, office workers, and anyone who needs reliable hydration without the fuss."