Bullet Points That Convert
Here's a truth most sellers don't know: the majority of your customers never read your product description. They skim. And what they skim are the bullet points.
On Amazon, the bullet points are the single most-read section of any product listing. On Shopify, feature highlights get more attention than paragraphs of description. On Etsy, the first few lines of your listing determine whether someone keeps scrolling or clicks away.
Today you'll learn to write bullet points that don't just inform — they convert browsers into buyers. And AI can generate them at a quality and speed that would make a professional copywriter jealous.
Benefits vs. features — the golden rule
This is the most important copywriting concept in e-commerce, and it's the difference between bullet points that sell and bullet points that sit there.
A feature is what your product is. "Made from 18/8 stainless steel." "Weighs 12 ounces." "Includes 12 card slots."
A benefit is what your product does for the customer. "Won't rust, dent, or retain flavors — even after years of daily use." "Light enough to forget it's in your bag." "Every card has its own slot — no more digging."
Customers don't buy features. They buy the outcomes those features create. The magic formula is: Feature → Benefit → Emotion.
- Feature: 100% French linen
- Benefit: Gets softer with every wash
- Emotion: Your couch has never felt this inviting
When you prompt AI to write bullet points, always specify: "Lead with the benefit, then support it with the feature." This one instruction transforms the quality of every bullet point AI generates.
Platform-specific bullet point rules
Each platform has different formatting rules and customer expectations for bullet points. Here's what to know:
Amazon — 5 bullet points, 500 characters each
Amazon gives you exactly five bullet points in the "About this item" section. These are prime real estate. The format that converts best:
- ALL CAPS KEYWORD PHRASE — followed by the benefit-driven description
- Each bullet should cover one distinct selling point
- Include at least one keyword per bullet for SEO
- End at least one bullet with a use case or scenario
Example: "KEEPS DRINKS ICE-COLD FOR 24 HOURS — Double-wall vacuum insulation means your water stays cold from your morning gym session to your evening commute. No condensation on the outside, ever."
Shopify — Flexible format
Shopify gives you complete control. You can use HTML bullet points, icons, tabs, or any format you want. The best-converting approach:
- 4-6 concise bullet points above the fold
- Pair each bullet with an icon or checkmark for visual scanning
- Keep each bullet to one line on mobile (test this!)
Etsy — First 160 characters are critical
Etsy shows the first few lines of your description before the "Read more" fold. Structure your listing so the most compelling points are in those first 160 characters. Use line breaks and short, punchy statements.
eBay — Item specifics matter most
eBay's search algorithm heavily weights item specifics (the structured data fields). Fill every relevant field. Your description bullets should supplement what's in item specifics, not duplicate it.
The AI bullet point prompt
Here's the exact prompt structure that generates high-converting bullet points every time:
"Write [number] bullet points for my [platform] listing. Product: [name]. Lead each bullet with the customer benefit, then support it with the feature. Use this format: [format]. Target customer: [who]. Tone: [brand voice]. Include these keywords naturally: [keyword list]. Maximum [X] characters per bullet."
This prompt works because it gives AI everything it needs: the format rules, the writing approach (benefit-first), the audience, the tone, and the constraints. No guessing required.
Bullet point mistakes that kill conversions
Leading with the feature instead of the benefit. "Made with 100% organic cotton" doesn't make anyone click Add to Cart. "The softest shirt you've ever worn — made from 100% organic cotton that gets better with every wash" does.
Writing for yourself instead of your customer. You're proud of your product's specs. Your customer wants to know how those specs improve their life. Always translate specs into outcomes.
Being too vague. "High quality materials" means nothing. "Full-grain Italian leather that develops a rich patina over years of use" paints a picture. Specificity builds trust.
Ignoring the mobile experience. More than 70% of e-commerce browsing happens on phones. A bullet point that looks great on desktop might be a wall of text on mobile. Keep each bullet to 1-2 lines on a phone screen. Tell AI: "Keep each bullet under 200 characters for mobile readability."
Repeating yourself across bullets. Each bullet should cover a distinct angle — one for durability, one for convenience, one for comfort, one for value, one for use cases. If two bullets say the same thing differently, you're wasting space.
The bullet point refresh workflow
Already have listings live? Here's how to upgrade your existing bullet points in bulk:
Step 1 — Export your current listings (most platforms let you download a CSV).
Step 2 — Paste your current bullet points into ChatGPT with this prompt: "Here are my current product bullet points. Rewrite each one to lead with the customer benefit, include the feature as support, and keep it under [X] characters. Maintain my brand voice: [describe your voice]."
Step 3 — Review the rewrites side by side with the originals. AI almost always improves clarity and persuasiveness while keeping the factual content intact.
Step 4 — Upload the updated versions to your platform. Monitor conversion rates for 2-4 weeks to see the impact.
This refresh process takes about 2 hours for 100 products. Many sellers report conversion rate improvements of 10-20% from better bullet points alone.