The five-line description “Bullet Points” can also be translated as “key points”. In Amazon, it means the selling point of the product, which is the key point to promote product sales; at the same time, it is also equivalent to the summary of the product, which is convenient for consumers to browse quickly. Buyers enter the product page through search or are attracted by the product title. At this time, the five-line description should be the content that buyers are most concerned about, so sellers should present the highlights of the product to buyers as perfectly as possible in the five-line description.
From the position of the five-line description in the buyer’s front desk, it can be seen that the intention of the Amazon platform is to hope that consumers can quickly understand the product information and decide whether to place an order, thereby improving the overall shopping experience of users.
The five-line description occupies a favorable position in the product page to attract consumers’ attention. Therefore, the selling points listed in the five-line description should include the following information as much as possible:
(1) Reiterate the important information in the title and description;
(2) Highlight the information that customers want to know, such as size, product function, ingredient content, origin, etc.
(3) Explain the purpose of the product, such as as a Christmas gift, as a room decoration, etc.
(4) Display important information that customers may be confused about, such as material, etc.
(5) Fully display the performance and advantages of the product and highlight the selling points
(6) Mark the serial numbers such as ①, ②, ③, etc. to enhance the organization;
(7) Product after-sales instructions, etc.
The five-line description is filled in the “Product Features” under the product description in the seller’s backend. At the same time, Amazon has very strict requirements for each module. According to the relevant regulations of the Amazon platform, the following points should be noted when filling in the five-line description:
(1) A total of 500 characters can be filled in the product features column, and each line of description cannot exceed 100 characters;
(2) The first letter of each product feature description should be capitalized (in English), and the paragraphs should be written without punctuation at the end;
(3) All selling points should be displayed as much as possible;
(4) Promotion and pricing, logistics and company related information should not be included;
(5) The content is generally arranged from primary to secondary, and from long to short.
Product features are the key part for buyers to understand the product. Its content largely determines whether buyers are willing to continue reading other information on the page, and also determines whether buyers need to continue reading the long description to further understand the full information of the product. Sellers can also fully display the key features of the product that they hope customers will consider in this column, and describe the product in concise language to capture the buyer’s interest and attention. Therefore, in order to attract customers to buy products, sellers should pay attention to filling in the five-line description.