Amazon's New Bullet Point Requirements and Guidelines for Product Detail Pages

Amazon has made some major changes lately to product detail page policies. If you missed it, check out our recent article covering the updates to Amazon’s product image policy! As of August 15, 2024, changes were made to the bullet points requirements and guidelines. If your bullet points don’t follow Amazon's new requirements, Amazon will remove and replace them with AI-generated content.

What Changed with Amazon's Requirements for Bullet Points?

Product listings on Amazon must follow the communicated Bullet Point requirements and guidelines going forward. According to Amazon, key changes include the following:

• Restriction of special characters, emojis, and some phrases, such as refund-related guarantees.

• Guidance to help you create high-quality bullet points that are clear and concise.

Examples of special characters and emojis include: ™, ®, €, …, †, ‡, o, ¢, £, ¥, ©, ±, ~, â, ☺, ☹, ✅, ❌.

New Guidelines for Bullet Points on Amazon:

Amazon has provided new guidelines for creating bullet points on product details pages. Some key highlights include:

• Each listing must include 3 bullet points

• Bullet points must be unique and without repetitive information

• Must start with a capital letter

• Should not contain an end punctuation (no periods)

• Each bullet point must be between 10 and 255 characters

Below is an example of "good" bullets points (provided by Amazon):

• Cotton Fabric: Made from 100% cotton for softness and breathability

• Long Sleeve: Long sleeves add coverage and style

• Loose Fit: Relaxed fit allows for easy movement and comfort

• Machine Washable: Durable construction allows for easy care

• Versatile Style: Perfect for dance practice, playtime, or outdoor activity

We recommend reading through the help page on Amazon to get full insight into the new requirements and guidelines.

Ensuring Your Bullet Points Remain Compliant with Amazon's Standards:

Creating proper bullet points on Amazon has historically involved a slight stab in the dark, as specific guidelines and rules were not previously available. Now, with these newly available recommendations, sellers should act quickly to ensure that their product pages are in line to maintain control of their content. In cases where you may be violating the new guidelines, rather than removing your product pages – Amazon will be utilizing their generative AI software to create bullet points that follow their standards.  

If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.