Writing bullet points — the five lines that have to carry the rest of the persuasion.

Once the title is in place, the bullet points are the next text field a desktop shopper sees on the detail page. The catch is "desktop" — on mobile, the bullets are pushed below the buy box, the images, the A+ block and sometimes a slab of cross-sell. They still matter (PPC indexes them, and shoppers who do scroll read them), but they are no longer the second line of attack. That device-by-device asymmetry is the first thing to accept before writing.

What goes into them, though, doesn't change with the device. Bullets pull from the same foundation sheet the title pulled from — the prioritised keyword work in Module 6, the verbatim themes from Q&A (Episode 01) and reviews (Episode 02), and Amazon's own category rules (Episode 03). If the title is the headline, the bullets are the deck: shorter than the description, denser than the title, and far more disciplined than they usually look in the wild.

What the title already used, the bullets don't repeat

Words that earned a slot in the title generally don't need to be repeated in the bullets — unless the attribute is important enough to warrant its own feature treatment. Two examples:

• Crystal glass in a premium vase. Earns the title and a dedicated bullet that explains why the glass quality matters — clarity, refraction, hand-feel — because the buyer is paying for it.
• "109 pieces" in a toolbox title. The title names the count; one bullet (and matching image, and description) breaks the count down: 20 bits, 30 screwdriver tips, 12 sockets, and so on. The number in the title is the promise; the bullet is the receipt.

The general rule is gentler than it sounds: re-mention only when re-mentioning earns its space, and let the bullets pick up the second-tier attributes the title couldn't fit.

The four-beat structure inside every bullet

A bullet that works rarely reads like a sentence. It reads like a small four-part argument, in this order:

1. Eye-catcher. A short opening phrase that telegraphs what the bullet is about. Historically this lived in ALL CAPS; Amazon's style guide now restricts that, and the rules vary by category, so check what your category actually permits before committing to a visual treatment. The point is the same either way: a shopper skimming five bullets should know what each one is about from its first two or three words.
2. Fact. Concrete data that backs the eye-catcher up — for the shopper who didn't get the reference, or the one encountering a newer feature category (think induction hobs in their early years). Numbers, capacities, dimensions, certifications.
3. Use-case argument. What the feature does for the shopper in their life: benefit, quality angle, the specific moment the product solves. This is where verbatim themes from reviews and Q&A earn their place.
4. Recovered synonyms. Tail-end variants you couldn't fit in the title. Useful for PPC indexing and for the slim slice of shoppers who do scan the bullets word by word.

Two real examples make the pattern obvious. On an alarm clock with touch and clap features, one bullet pairs Touch & Clap as the eye-catcher with an explanation immediately after: Activate the time display by touch — tap the screen — or by clap, ideal for night shoppers who only sleep in complete darkness.The eye-catcher is the catch phrase; the fact and use-case do the heavy lifting; the synonym (night shoppers / complete darkness) recovers a Q&A theme. Same pattern, applied five times, with five different angles.

A worked example: a 40 cm round glass vase

Take a title that already reads Vase · 40 cm hoch · 12 cm Durchmesser · Glas · rund · modern · für Deko oder Blumen. Five bullets can pick up where it stops without repeating it:

• Tischdeko für Wohnzimmer oder Küche. The design is slim and a real eye-catcher; the crystal glass is easy to clean. The bullet mentions crystal glass lightly (this isn't a premium crystal product) but bakes in the cleanability angle — a recurring Q&A theme.
• Große Vase. The form is bauchig so artificial flowers or loose stems sit well — regardless of bouquet size. This bullet deliberately skips the centimetre numbers in favour of the language reviewers and Q&A posters actually use about size.
• Blumenvase. A pure synonym eye-catcher; the body of the bullet is a brand / decor story: timeless, elegant, a focal point in a room.
• Standfest dank dickem Boden. Stability claim. All our vases are stable despite a 12 cm top diameter and 40 cm height — this cylinder is tip-resistant. The dimensions come back in different units and phrasing (height vs hoch) so PPC indexes a wider net.
• Lieferumfang: Glasvase, 4,5 l Volumen, zylindrisch, versandbruchsicher. The "what's in the box" bullet — even if shoppers skim past it, you've packed in synonyms (Glasvase, zylindrisch, versandbruchsicher) that earn PPC impressions on terms the title couldn't carry.

The bullets above are honest about their job. Three of them open with a noun the shopper might be searching for; two open with a benefit. Each recovers something the title didn't fit. None of them repeats the title verbatim.

Category exceptions: not every product gets five bullets

The five-bullet pattern only works where the category allows five flat bullets. Several common categories don't:

• Fashion. To get a clean five-bullet block, you'd have to give up four structural fields the category actually expects: material composition, model name, care instructions and model number. Don't. Use the fields the category provides — the apparel template gives you more places to put information than the bullets alone would. Pair every care claim (machine wash) with its qualifier (at 30°C) and its dryer note (tumble-dry low or not suitable for tumble drying).
• Sunglasses and several similar categories: same logic — the template gives you more structured fields, lean on them instead of stuffing the bullets.
• Premium Beauty. No bullets at all in the usual five-row sense — you get three fields: Description, Benefits, Application Instructions. Application Instructions exists in regular Beauty too but is less prominent there; in Premium Beauty it's a first-class field and you should treat it like one.
• Handmade / Custom. The first bullet and the second image should both make it explicit that the shopper is configuring, not buying directly out of the cart — the action is customise product, not add to basket. Skip this and shoppers will checkout, expect the default, and complain.

Mobile reality: bullets are not the lead anymore

On phones — which is most traffic in most categories — the bullets sit well below the buy box, the images and (if you have one) the A+ block. The image strip is doing the work the bullets used to. That means two things in practice:

• The images must already answer the questions the bullets answer, in the same order of priority. A great bullet about cleanability is undermined if the image strip never shows the product being wiped clean.
• Bullets are still indexed for PPC and read by some desktop shoppers. They aren't dead — they just aren't first anymore. Treat them as a back-up persuasion layer to the imagery, not as the primary layer.

What this episode hands off

Episode 06's output is a set of bullets — five where the category allows it, fewer where the template demands it, none where Premium Beauty rules apply — built from the same foundation sheet that built the title, structured to a four-beat pattern, and consciously coordinated with the image strip that will outrank them on mobile. Episode 07 picks up the residue: the long-form description, where the synonyms and themes that didn't fit anywhere else get one final, indexed home.