How to Write Amazon Titles and Bullet Points That Increase Conversions

Most sellers write their titles and bullet points from their own perspective — focusing on features, technical specs, or what they think sounds impressive. But the real key to converting browsers into buyers? Showing the customer how your product solves a problem or makes their life better. When your listing speaks directly to what the shopper cares about most, everything improves — your rankings, your clicks, and your conversion rate.

In this step-by-step guide, you’ll learn how to write Amazon titles and bullet points that clearly communicate value, highlight benefits, and make your product the obvious choice — all while staying compliant and SEO-optimized. We’ll use a real product example throughout to make each step easy to follow and apply.

Example Product: Collapsible Silicone Lunch Box

Throughout this guide, we’ll use a collapsible silicone lunch box as our working example — a trending product that combines convenience, eco-friendliness, and portability.

Why Titles and Bullet Points Matter

• Titles help you rank in Amazon search and instantly communicate value.
• Bullet points clarify benefits and drive conversions by addressing objections and desires.
• Optimized copy boosts both organic visibility and ad performance.

Step 1: Know Amazon’s Rules for Titles and Bullet Points

Before you start writing, make sure your content follows Amazon’s guidelines to avoid suppressed listings or account issues:

• Title Length: Keep under 200 characters (varies by category).
• Do not use: ALL CAPS, promotional terms (“best seller”), pricing info, or subjective claims (“amazing”).
• Bullet Count: Use 5 bullet points — no more, no less.
• Be factual, not salesy: Focus on features and benefits without exaggeration.

Step 2: Conduct SEO Keyword Research

Start by identifying a seed keyword that clearly describes your product. Then use tools like Helium 10 Magnet to build out a list of related keywords. Focus on:

• High search volume (typically 1,000+ monthly searches)
• Relevant buyer intent — choose terms that a ready-to-buy shopper would actually type

What to Avoid:

• Don’t include keywords that don’t apply to your product just to chase traffic — it can hurt conversions and get flagged by Amazon.
• Don’t stuff keywords unnaturally. If it reads like a list of search terms, you’ll lose buyer trust.

Once you have your list, categorize your keywords into primary (goes in your title), secondary (fits in bullet points), and backend (goes in search terms). This ensures your copy flows naturally while still capturing keyword visibility.

Example:

• Seed keyword: “collapsible lunch box”
• Supporting keywords: “bento lunch container,” “silicone food container,” “reusable lunch box,” “microwave safe lunch box”
• Backend keywords: “stackable food container,” “lunch bento box for adults”

Step 3: Write a Conversion-Focused Title

Your title should blend SEO with clarity and customer relevance. Format it with your most important keyword first, followed by the key features or use cases.

Example Title:

Collapsible Silicone Lunch Box – Reusable Bento Container for Kids & Adults, Microwave & Dishwasher Safe, BPA-Free, 3-Compartment Design (Green)

Step 4: Structure Bullet Points That Convert

Each bullet should highlight one clear benefit or feature. Start with a benefit statement, then explain why it matters. Include keywords where relevant.

Example Bullet Points:

• Space-Saving Design: Collapses flat for easy storage in backpacks, drawers, or kitchen cabinets — perfect for on-the-go meals.
• Eco-Friendly and BPA-Free: Made from food-grade silicone that’s reusable, non-toxic, and better for the planet than disposable containers.
• 3-Compartment Layout: Keep meals organized and portions separated for lunch, snacks, and sides — great for meal prep or picky eaters.
• Microwave & Dishwasher Safe: Heat meals with ease and clean up fast. Safe for microwave, dishwasher, and freezer use.
• Kid and Adult Friendly: Lightweight, leak-proof, and durable enough for school, work, travel, or picnics. A great gift for health-conscious families.

Step 5: Address Customer Objections

Use your bullets to overcome hesitations like:

• “Will this leak in my bag?” → Mention leak-proof lid.
• “Can my child use it?” → Highlight kid-safe materials and usability.
• “Is it hard to clean?” → Call out dishwasher-safe convenience.

Step 6: Optimize for Mobile

Many shoppers use the Amazon app, where they often see only the first 80–100 characters of your title and the first 3 bullet points. Make those count.

• Lead with strong benefits, not filler words.
• Use plain, concise language.

Conclusion: Increase conversions by telling your customers how your product solves their problems

Let’s be blunt. Most customers don’t care about your brand. They don’t care if you think your product is the highest quality product ever made. The Best Listings Answer One Question: ‘What’s in it for me?’. Marketing and copy writing is simple if you put yourself in your customer’s shoes. Would you buy your product if you were in the market to buy one? What would be important to you if you were shopping for your product? Conversions Happen When You Focus on What Buyers Truly Care About.