Amazon Policy Update - New Bullet Point Requirements

Effective August 15, 2024, Amazon is rolling out significant updates to its product bullet point requirements. These changes are designed to simplify and improve the product detail pages, making it easier for customers to compare products and determine if they meet their needs. Here’s a detailed look at the key changes and how sellers can optimize their listings accordingly.

Key Changes to Bullet Point Requirements

1. Restriction of Special Characters and Prohibited Phrases

Amazon will now restrict the use of certain special characters, emojis, and specific phrases. The aim is to ensure clarity and professionalism in product listings. Sellers should avoid using characters such as ?, ?, €, and emojis like ?, ?, ?.

Additionally, phrases like "Full refund," "If not satisfied, send it back," and other similar guarantees are no longer permitted.

2. Clear and Concise Bullet Points

Amazon has provided guidance to help sellers create high-quality bullet points that are clear and concise. The focus is on helping customers quickly understand the key features and benefits of a product.

3. Use of Generative AI for Optimization

Amazon will employ generative artificial intelligence (AI) to optimize listing quality. This AI will help remove non-compliant content and generate high-quality bullet points. Any AI-generated improvements will be shared with sellers for review before being published to their listings.

Detailed Bullet Point Requirements

Information to Avoid in Bullet Points:

- Special characters such as ?, ?, €, …, ?, ?, o, ￠, ￡, ￥, ?, ±, ~, a

- Emojis like ?, ?, ?, ?

- ASIN numbers or phrases like "not applicable," "NA," "n/a," "N/A," "not eligible," "yet to decide," "to be decided," "TBD," "COPY PENDING"

- Phrases like eco-friendly, environmentally friendly, anti-microbial, anti-bacterial, Made from Bamboo, contains Bamboo, Made from Soy, contains Soy

- Refund or guarantee information such as "Full refund," "Unconditional guarantee with no limit"

- Company information, website links, or any external contact information

- Repetition in bullet points; each bullet point must mention unique product information

Guidelines for High-Quality Bullet Points

- Begin with a capital letter

- Format as a sentence fragment without end punctuation

- Use semicolons to separate phrases within a single bullet point

- Use more than 10 characters but less than 255 characters

- Write numbers one to nine in full, excluding names, model numbers, and measurements

- Add a header to the bullet point and use ":" as a separator before providing complete information

- Include a space between a digit and a measurement (e.g., 60 ml)

- Use clear, natural language and avoid unnecessary keywords or phrases

- Highlight product features and benefits, not the brand’s marketing story

- Focus on how the product meets customer needs

- Maintain data consistency across product variants

- Do not refer to other products not included under the ASIN

- Avoid duplication across attributes like title, product description, or product overview

- Avoid subjective, performance, or comparative claims unless verifiable on the product packaging

- Avoid claims about accolades and awards unless the product detail page contains supporting details

- Avoid claims about consumer survey results unless substantiated with the source and date

Example of High-Quality Bullet Points

- 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

These updates are a part of Amazon's continuous efforts to enhance the customer shopping experience. By adhering to these guidelines, sellers can ensure that their product listings are compliant and optimized for customer engagement.

Stay informed and ensure your listings are up-to-date with these new requirements to maintain a competitive edge on Amazon. For more detailed information, please refer to Amazon's official policy updates.