Stay Compliant: Amazon’s Updated Bullet Point Guidelines

Are you ensuring your listings are optimized, compliant, and poised to convert in the fast-paced world of e-commerce? As of August 14, 2024, Amazon has once again raised the bar with updated requirements and guidelines for bullet point content on the site.Bullet points are a direct line to your customers, influencing their buying decisions in a split second. Amazon’s guidelines are designed to cut through the clutter, ensuring every word you use delivers maximum impact without distractions. By aligning with these updated standards, you’re not just ticking a box—you’re positioning your business for growth, increased visibility, and long-term success on the platform.

If you’re ready to take action, drive results, and push your Amazon strategy to the next level, it’s time to get familiar with these new bullet point guidelines. Let’s dive into some of the common missteps that can lead to non-compliant copy on Amazon based on their most recent requirements.

No Special Characters or Emojis

Want to use emojis to make copy stand out, or special characters such as “&” or “+” to save character space? You may want to think again. Amazon’s recent guideline prohibiting the use of special characters and emojis in bullet points is a decisive step towards streamlining product listings.

Moreover, Amazon’s latest update takes a hard stance on excessive punctuation in bullet points. Amazon asks in the newest requirement update for the single bullet point to be formatted as a sentence fragment and to use semicolons to separate the phrases. Make sure to also write numbers one to nine in full, excluding names, model numbers, and measurements.

Avoiding Prohibited Phrases and Claims

As of August 2024, Amazon has tightened its grip on prohibited phrases and claims in bullet points in order to root out subjective, unverifiable, and unsupported content from product listings. Amazon’s message is clear: avoid subjective performance claims like “best on the market” or “unmatched quality” unless they are explicitly verifiable on the product packaging. 

Comparative claims against competitor brands? Off the table. And if you’re promoting accolades or awards, make sure the product detail page backs it up with specifics like the awarding body and date. Amazon also clamps down on claims from consumer surveys even if they reflect subjective opinions, unless you can substantiate them with the source and date.

Avoid Brand Stories

Amazon’s most recent update emphasizes the importance of highlighting product features and benefits, not the brand’s marketing story—a very common bullet point used by copywriters to reinforce brand identity. Amazon aims to focus on what the customer needs: clear, concise information that speaks directly to the product’s value, no longer about the brand’s journey or ethos.

Instead of saying, “Our company has been a leader in innovation for over a decade,” shift your focus to specifics like, “Features advanced Bluetooth 5.0 technology for seamless connectivity up to 50 feet.” Meet Amazon’s guidelines by centering on the tangible benefits of the product itself—like faster performance, greater durability, or enhanced convenience.

Amazon wants you to clearly highlight how the product meets the customer needs rather than just listing a fact. For example, instead of saying, “Waterproof design,” go the extra mile with, “Waterproof design ensures your device stays protected during outdoor adventures, rain or shine.” This is your chance to elevate your listings by using clear, natural language that speaks directly to what the customer cares about most.

Make sure to use at least three unique and relevant bullet points, and avoid stuffing too many “unnecessary keywords or phrases.” By aligning with these guidelines, you’re able to both meet compliance and transform your product listings into powerful selling tools that drive results.

Additional Practices for Staying Compliant

To ensure your Amazon listings not only comply with updated guidelines but also stand out in a crowded marketplace, it’s essential to fine-tune every detail of your bullet points. Beyond highlighting features and benefits, there are specific formatting and content practices that can make a significant difference in your listings’ performance and compliance. By focusing on the finer points of Amazon’s requirements, you can enhance the clarity, professionalism, and effectiveness of your product information:

• Begin with a capital letter
• Use more than 10 characters, but less than 255 characters
• Add header to bullet point and use “:” as a separator before providing complete information
• Include a space between a digit and a measurement (for example, 60 ml)
• Maintain data consistency across product variants
• Do not divert or refer to other products not included under this ASIN
• Remove or minimize duplication across attributes such as title, product description, or product overview. Highlight additional or supporting information to help the customer make a more informed decision

Keeping all of this in mind, here is an example of what Amazon considers to be high-quality bullet points:

• Cotton Fabric: Made from 100% cotton for softness and breathability
• Long Sleeve: Long sleeve adds 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

Keeping Up with Amazon’s Guidelines

Staying ahead of Amazon’s ever-evolving guidelines is no easy task, but it’s essential for maintaining a competitive edge. These updates are Amazon’s way of keeping us all on our toes, ensuring that the customer always comes first with clear, precise, and relevant product information. By embracing these changes and refining your bullet points to meet the latest requirements, you’re optimizing your listings for better visibility, increased conversions, and sustained growth.

Remember, success on Amazon isn’t just about ticking off compliance boxes; it’s about strategically positioning your products to connect with your audience in the most effective way possible.
Amazon may set the rules, but you don’t have to navigate them alone. At Luminize, we specialize in mastering the complexities of Amazon’s platform, including the latest copywriting and bullet point guidelines. Let us help you craft compelling, compliant listings that drive results and grow your market share.

Chat with an expert from our Luminize team today to elevate your Amazon strategy and turn these updates into your competitive advantage.

Written by: Madison Layne, Content Strategist