Preview: the Pro bullet fields
This is a preview of the five bullet fields inside the Pro tool. Only the first box here is live and counts characters. The other four are static examples. The full version, which counts all five bullets, flags dense wall-of-text bullets, and checks for banned words, is in the Amazon FBA Listing Optimizer.
💡 Quick answer: Amazon gives you five bullet points at up to 500 characters each. Lead each one with the benefit in a few capital letters, then the supporting detail, so skimmers catch your five main selling points fast. Fill all five, keep each one tight and readable, and put benefits (what it does for the shopper) ahead of features (what it is).
Why bullets make or break the sale
After the title and images pull a shopper in, the bullets are where they decide. And they do not read them, they skim them, in a few seconds, looking for the reasons to buy. If your bullets are a dense wall of text or a list of dry specs, the skimmer finds nothing to grab onto and scrolls away. Bullets that lead with clear benefits give them five fast reasons to say yes.
The bullet formula
The structure that survives skimming is simple: lead with the benefit in a few capital letters, add a colon, then the supporting detail in normal case.
KEEPS DRINKS COLD 24 HOURS: double-wall vacuum insulation locks the temperature whether you are at the gym or the office.
The capitalized opener is the hook a skimmer catches; the detail backs it up for anyone who reads further. Note that this is a few words in caps at the start, not the whole bullet shouted, Amazon discourages entire bullets in all capitals.
Fill all five
Each bullet is a chance to make one strong point, so use every one. An empty bullet is a selling point you left on the table, and a listing with two bullets looks unfinished next to a competitor with five. Give each bullet a distinct job: the main benefit, a key feature, a use case, what is included, and a point of reassurance about quality or fit.
The 500-character limit
Each bullet allows up to 500 characters, but longer is not better. A bullet that uses all 500 characters in one breathless sentence is the wall of text shoppers skip. Use the room you need to make the point clearly, then stop. Tight, benefit-first bullets outperform long ones almost every time.
Keep them scannable
The fastest way to lose a skimmer is a bullet that reads as one long run-on. Break your point into a clear benefit and a clean detail, keep sentences short, and lead with the words that matter. If a bullet feels dense when you read it back, it is too dense for someone giving it a two-second glance. Shorter and clearer wins.
This guide teaches bullets. The Pro tool checks all five.
Writing one good bullet is straightforward; keeping all five tight, compliant, and within limits while you juggle the rest of the listing is harder. The Amazon FBA Listing Optimizer gives you five separate bullet fields, each counted to 500 characters, a readability hint that flags any bullet turning into a dense wall of text, and a banned-word check across all of them. The preview above counts only your first bullet. The Pro tool works on all five at once.
Write and check all five bullets at once, with per-bullet counts, a readability hint, and a banned-word scan. Free to try, no account, nothing leaves your browser.
Try the FBA Optimizer free →