How to write an Amazon title and bullet points that sell

By the Listing Rescue team at Ecom Era · 11 November 2026

Your title and bullets have two readers: Amazon's search, and a busy person on a phone. Write for the person first, then check that the search terms are in. Here's the simple way to do both.

The title formula

Brand + product type + key feature + size or count + variant.

For example: "Brand Fiber Nut Bars, Sea Salt Dark Chocolate, 5g Fiber, 5g Plant Protein, Gluten Free, 24 Count".

• Most categories allow up to 200 characters. Some allow less. Check your category.
• Don't repeat the same word more than twice.
• Skip symbols like ! $ ? and words like "best", "sale" or "free shipping".
• Put the most important words in the first 80 characters. That's what shows on many phone screens.

Bullets: one idea each

Write 5 bullets. Each one makes one point and starts with a short heading in capitals, then one or two plain sentences.

1. The main benefit. Why someone buys this at all.
2. The proof. Ingredients, materials, specs or tests.
3. The use. Who it's for and when they use it.
4. The fit or size. Exact numbers, so there are no surprises.
5. What's in the box, or the brand promise.

Pull your words from your reviews. If buyers keep saying "perfect for the gym bag", that phrase belongs in a bullet.

Backend search terms

The search terms field holds the words buyers use that don't fit on the page: other names, spellings, uses. Keep it under 250 bytes in the US. Don't repeat words from your title, and never use competitor brand names or ASINs.

Claims that get you in trouble

• Health or disease claims you can't support, like "cures" or "treats".
• "Best", "#1" or "top rated" without proof.
• Pesticide or antimicrobial claims without the right registration.
• Anything that isn't true of the product in the box today.

Read it out loud

Last step: read your title and bullets out loud. If it sounds like a list of keywords, rewrite it. If a friend would understand it in one listen, it's ready.