Amazon has rolled out some significant updates to its product bullet point requirements, and if you’re selling on the platform, you’ll want to pay close attention. Let’s break down everything you need to know to keep your listings in top shape!
Table of Contents
- What is the Effective Date of the Updates?
- What are the Key Changes in the Guidelines?
- What is the Purpose of the Updates?
- What Happens to Non-Compliant Bullets?
- How Can Amazon Sellers Access These New Recommendations?
- Prohibited Information and Writing Standards
- What Should Sellers Do?
- Available Resources for Compliance
- What Are Some Opinions from Industry Actors?
- Conclusion
What is the Effective Date of the Updates?
These new guidelines became effective on August 15, 2024. If you haven’t already started adjusting your listings, now is the time!
What are the Key Changes in the Guidelines?
The updated bullet point requirements aim to standardize product descriptions. Key changes include:
- Restrictions on Special Characters and Emojis: The use of special characters (e.g., ™, ®, €, etc.) and emojis is prohibited.
- Banned Phrases: Certain phrases related to product guarantees and specific descriptors, such as "eco-friendly" and "Made from Bamboo," are no longer permitted.
- Focus on Clarity and Conciseness: Bullet points should be clear and direct, emphasizing essential product information.
What is the Purpose of the Updates?
The primary goal of these changes is to create a more user-friendly shopping environment. Standardized and clear bullet points help customers quickly assess products and make informed purchasing decisions.
What Happens to Non-Compliant Bullets?
If your bullet points don’t comply with the new guidelines, Amazon will either remove or modify them automatically. This could result in the loss or alteration of product information, potentially affecting your sales and performance.
How Can Amazon Sellers Access These New Recommendations?
Amazon will share any AI-generated quality-related improvements with you for review before they publish them to the listings. You can find these improvements by visiting the "Review Listing Updates" section in the "Recommendations" section on Seller Central. Regularly reviewing these recommendations is essential for maintaining compliance.
Prohibited Information and Writing Standards
Bullet points containing the following will be removed or updated:
- Special Characters:
- Examples: ™, ®, €, †, ‡, o, ¢, £, ¥, ©, ±, ~, â
- Emojis:
- Examples: ☺, ☹, ✅, ❌
- ASIN and Related Terms:
- Terms such as "not applicable," "NA," "n/a," "N/A," "not eligible," "yet to decide," "to be decided," "TBD," "COPY PENDING"
- Prohibited Phrases:
- Terms like "eco-friendly," "environmentally friendly," "ecologically friendly," "anti-microbial," "anti-bacterial," "Made from Bamboo," "contains Bamboo," "Made from Soy," or "contains Soy." (Refer to our blog General Amazon Listing Restrictions for more details.)
- Guarantee Information:
- Examples: "Full refund," "If not satisfied, send it back," "Unconditional guarantee with no limit"
- Company Information:
- No website links, external hyperlinks, or contact details
- Repetition:
- Each bullet point must provide unique product information.
Writing Guidelines for High-Quality Bullet Points
- Number of Bullet Points: Include at least three bullet points.
- Capitalization: Begin with a capital letter.
- Formatting: Use sentence fragments without end punctuation.
- Punctuation: Use semicolons to separate phrases within a single bullet point.
- Character Count: More than 10 characters but less than 255 characters.
- Number Formatting: Write numbers one to nine in full, except in names, model numbers, and measurements.
- Headers: Add a header to each bullet point, using ":" as a separator before the complete information.
- Spacing: Include a space between a digit and a measurement (e.g., "60 ml").
- Language: Use clear, natural language and avoid unnecessary keyword stuffing.
- Customer Needs: Highlight how the product meets customer needs instead of listing marketing narratives.
- Consistency: Maintain data consistency across product variants.
- Product Focus: Do not reference other products under a different ASIN.
- Duplication: Minimize duplication across the title, product description, and overview; emphasize additional supporting information to aid customer decision-making.
- Claims: Avoid subjective, performance, or comparative claims unless verifiable on product packaging.
- Accolades: Do not reference accolades or awards unless supported by details on the product detail page.
- Surveys: Avoid claims about survey results unless substantiated with source and date.
What Should Sellers Do?
Sellers should take immediate action to revise their bullet points following the new guidelines. Conducting a thorough review of listings can prevent adverse effects from Amazon's automated adjustments.
Available Resources for Compliance
One valuable tool for sellers is the custom ChatGPT tool created by Amazing.com. This resource helps users evaluate their bullet points against the new requirements, offers suggestions for improvements, and can even rewrite content to ensure compliance and optimization.
What Are Some Opinions from Industry Actors?
Reactions within the industry to these changes have been mixed. While many recognize the importance of standardization, concerns have been raised regarding the strictness of the rules. Sellers are apprehensive about how Amazon’s AI will enforce these guidelines and the potential for critical information to be mismanaged.
Conclusion
By staying informed about these updates and adapting accordingly, sellers can ensure their Amazon listings remain compliant, clear, and appealing to customers. These changes are designed to foster a better shopping experience, benefiting both Amazon and its sellers.
If you need guidance and support to ensure your bullet points meet the new requirements, give us a call. We’ll help you make sure your listings comply with all the necessary guidelines and are optimized to generate sales.