-The first bullet point should highlight the most relevantfeature/benefit. You should then work your way down the list – the fifth bullet point being your least relevantfeature/benefit.
o Use your research (primary and secondary) to
find out what’s most important to your customers.
-Give prominence to your Unique Selling Proposition.
-Has your main competitor’s product got an Achilles’
heel? If so, you may want to include a bullet point
starting with, “Unlike..”.
-Make them interesting:
o Boring: “100% leather”.
o Marginally better: “100% Italian. vegetable.
tanned leather
o The daddy: “100% Italian. vegetable-tanned aged leather. (cowhide). It smells great too – i
the leather seats in a Rolls Royce.”
-Consider encouraging an action – For example, “Roll
over the images to see the quality”, or “Please read the reviews from our customers”.
-Some other things to consider including:
o Materials (e.g. stainless steel).
o Size, dimensions and weight.
o Special care instructions (e.g. hand wash only)
o Where the product was made (if it was made in
the UK).
o Warranty and guarantee information.
-Review and amend your product’s bullet points down the line, in light of customer feedback or questions posed by customers.
A-Z of Amazon 