196 Amazon Listing Bullets – Part 3 of 5

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Amazon Listing Bullets

Amazon Listing Bullets Mistake #1: using just 2 or 3 words per bullet

It’s less common these days but you still see listings with bullets like:

• Made of black plastic
• Fast and reliable
• Two year warranty

Okay, realistically, you might think, how much can I say about a computer adaptor?

But for most products, this is brief to the point of brutal. There’s little persuasive power or connection to your shopper.

It breaks the Golden Rule: Never Waste Space.

Amazon Listing Title Optimization Webinar

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Listing Bullets Mistake #2: many characters of close type

Here’s a gem I just found –

The bullets in one listing were as follows:

• Output: 19V 3.42A 65W (fits 19V 2.37A 45W) with 3.0*1.1 mm connector | Free UK power cord included | CE, ROHS, FCC passed, tested in the UK

• Reliable and rapid charging with Lavolta RapidPower technology

• 30 days money back guarantee and 24 months warranty from Lavolta

• Genuine Lavolta laptop power supply fits PA-1650-80 PA-1650-80WA for Acer Chromebook 11 CB3-111, CB3-131, C720, C720P, C730, C730E, C735, C740; Acer Chromebook 14 CB3-431; Acer Chromebook 13 CB5-311, CB5-311P, C810; Acer Chromebook 15 CB3-531, CB5-571, C910; Acer Chromebook R 11 C738T CB5-132T; Acer Chromebook R 13 CB5-312T, fits NU.MQNAA.001, NX.MQNEK.001, NX.MPRAA.001, NX.MPRAA.004, NX.MPRAA.005, NX.MPRAA.007, NX.MPRAA.012, NX.MPREK.001, NX.MQNAA.001, NX.MQNAA.003, NP.ADT11.00F

• Replacement AC adapter for Acer Aspire R5-471T R5-571T R5-571TG R7-371T R7-372T; S3-392 S3-392G S5-371 S5-371T S5-391 S7-191 S7-391 S7-392 S7-393; V3-331 V3-371 V3-372 V3-372T, fits Acer P/N : PA-1650-80, PA-1650-80WA, KP.0450H.001, KP.04501.003, KP.04503.004, KP.0450H.006, KP.0450H.007, KP.0450H.008, NP.ADT0A.036, A13-045N2A, ADP-45HE BB, PA-1450-26AC, A045R016L, W045R033L-AC01, W045R034L-AC01, W045R035L-AC01 laptop power supply

Now to be fair, this is a technical niche and it probably is important to hit these technical keywords.

It is listed on page one for some major keywords.

But the same job can be done better without this visually off-putting block of text.

And although I can see it is compatible with all these devices, I have no reason to prefer it over any other listing except price.

It’s like a thirty minute monologue from a PC World nerd. Unless I’m similarly fascinated by minutiae, it’s not going to be anything but a chore.

Also, notice how imbalanced the bullets are in length. Those keywords could easily be spread more evenly and be much less intimidating.

Listing Bullets Mistake #3: Keyword Stuffing (again!)

Of course, this is also a classic example of keyword stuffing again.

So I guess I shall put you out of your misery and tell you why keyword stuffing is so bad…or shall I?

…hm…No, a little suspense makes for more exciting reading. I’ll tell you in the next blog post…!

Amazon Listing Title Optimization Webinar

Go to www.amazingfba.com/dana  if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

Listing Bullets Mistake #4: Forgetting that only the top three bullets are shown on a mobile.

(Bonus: around 70% of Amazon shopping is now done on a mobile)

This is a surprisingly easy thing to overlook. If you struggle to believe that you’ve overlooked this fundamental fact, just grab your phone and check (I’ll wait)…

Er, I don’t think I suggested that you check your entire Facebook feed for Brexit views and cat videos, but welcome to the mobile experience!

See why you have to cut to the chase now? (Hats off to Anthony Lee for drawing my attention to this one)

Be really selective and mindful about which benefits you put in the first three bullets.

Amazon Listing Title Optimization Webinar

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That’s coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern).