Feature Bullets (Product Highlights)
Feature Bullets (reflected in the product display page as Product Highlights) is one of the important sections where you can describe the selling features of the product in detail. If there is any important information that cannot be mentioned in attributes for some reason, has to be captured in any one of the highlights. It is one of the important elements of the product page as it draws attention to the important information which makes the customers’ purchase decision easier. Therefore, It is recommended to write 5 feature bullets per product and ensure that those focus on the key USP of the product.
Below are some tips on how to write your key product features:
- Make each feature bullet brief yet descriptive.
- Instead of highlighting every detail in the bullet points, focus on what is the most important points for the customer to know.
- Place the most important marketed features of your item at the top of the feature bullet list.
- Use semicolons (;) to separate phrases within a single bullet point.
- Capitalize the first letter of each bullet point.
Avoid the below errors while you are writing your product features:
- Feature bullets must not exceed 250 characters per bullet point.
- Avoid writing generic features; be as specific as possible.
- Feature bullets must not include sales and promotional information.
- Special characters e.g. ^, ½, @, ^, *, #,$, etc. are not allowed.
- Any reference related to other marketplace is not allowed. E.g. Sold on Amazon, Namshi, etc.
- There should be no punctuation at the end of the bullet point e.g. comma, period, semicolon, question mark, etc.
- Ensure that the phrase should not contain any grammatical mistakes or spelling errors.
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Refrain from using emoticons (emojis) in the product features.
Rejections reasons:
Refer to the below examples to understand the most common errors identified while submitting the feature bullets and description that result in rejections. For each example, errors are highlighted in red color for easy reference.
| Rejection Reason | Explanation |
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Feature Bullets/Description - Information Mismatch: Ensure that description mentioned in feature bullets is the correct product description and it must include product-specific details.
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Example#1 Information of product type and thread count in feature bullet is mismatching when compared to the information provided in the title.
Feature Bullets: Feature bullet mismatches with the specifications.
Feature Bullets: * Made up of 100% high-quality cotton.
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Feature Bullets/Description - Word Repetition: Repetition of the information under feature bullets is not recommended.
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Example#1 Repetition of feature bullets in 2nd and 5th point:
First and third feature convey same information: |
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Feature Bullets/Description - Hyperlink:
Do not include links to your store, contact information, or reference to other external websites
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Example#1 YouTube link is provided in 5th feature bullet:
Email address is provided in 5th feature bullet:
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Feature Bullets/Description - Incorrect sentence formation: Product description should be grammatically correct and must not contain any misspelled words.
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Grammatically incorrect and spell errors in feature bullets:
Feature Bullets: |
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Feature Bullets/Description - HTML Tags: Ensure that HTML tags are not present in feature bullets.
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HTML tags present in first 2 feature bullets: |
Product Description
Product descriptions are displayed on the “Overview” tab on the product detail page. Information captured under product description must be unique and accurate so that it can help buyers to make an informed decision. Also, it must be written in such a way that it should answer the common questions customers might have about the product and should provide useful information on product features and their benefits in a detailed manner influencing potential customers to purchase the product.
Below are some tips to create effective catalog descriptions:
- Ensure that the description is useful, relevant, clear, and easy for customers to understand.
- Descriptions must be unique to the specific product being described and must not contain generic information.
- Descriptions should be well formatted e.g. no usage of bold and italic character styling, etc.
- Most important information about the product must be placed at the top of the description.
- Use proper grammar, spelling, and punctuation to ensure the text is clear.
- Good product descriptions must not be less than 250 characters and at the same time it should not exceed 4000 characters.
Avoid the below errors while you are writing your catalog descriptions:
- Descriptions must not include information about the brand history, seller information … etc.
- Only Include manufacturer and brand information if it provides good information about the product.
- Descriptions must not contain prohibited, banned, or restricted content.
- Descriptions must not contain the price, shipping, or warranty related information.
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Refrain from using emoticons (emojis) in description.
Good vs Bad Product Description
Rejection reasons for description are the same as those above for feature bullets. Following are some examples to understand the difference between good and bad catalog descriptions:
| How to avoid wrong description | Common Errors |
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Price, shipping, or warranty related information must not be included in the product description.
Example #1: |
Product Description (Wrong):
Free shipping and 2 days delivery. Product Description (Correct): Shockproof Ultra protection design O Ozone case for iPhone SE (2020) / iPhone 8 / iPhone 7 equips with exceptional protection against external damages. The tough PC frame added advantage with flexible TPU back ensures that your phone will stay protected always with sleek design shines through for a premium look. Excellent Drop Protection Corners are specially designed to absorb impact when dropped. The semi-transparent design on the back offers a one-of-a-kind look and provides an enhanced grip for the drop. Wireless charging compatible Slim and easy to hold allowing wireless charging to pass through with no interference so that you can charge in the most convenient way possible. Access to all ports and features With large easy-press buttons and cutouts for the ports |
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Product description must not contradict other information provided in the product title, image, feature bullets and specifications.
Example #2 |
Product description (Wrong): This pack of 6 hangers is lightweight, yet incredibly strong. These space-saving hangers flat body accommodates clothing of all shapes and styles, ensuring these to be the best hangers for maximizing closet storage space. Convenient, perfectly cut notches along the hanger shoulder allow you to effortlessly hang shirts, blouses, and dresses. Product Description (Correct): This pack of 5 hangers is lightweight, yet incredibly strong. These space-saving hangers flat body accommodates clothing of all shapes and styles, ensuring these to be the best hangers for maximizing closet storage space. Convenient, perfectly cut notches along the hanger shoulder allow you to effortlessly hang shirts, blouses, and dresses. |
| Example #3 The product description should provide enough information about the product and must not contain just 2-3 words.  |
Product Description (Wrong): Thread Count: 400. Product Description (Correct): This 100% cotton bedsheet is perfect for elevating your everyday comfort without any hassle. The natural softness of cotton coupled with its breathable properties makes this sheet very comfortable and an absolute must-have for your home. This stunning bedsheet set is OEKO-TEX certified. This means that this sheet set not only takes care of your comfort but also ensures that nature is safe. Along with natural softness, this bedding also promises long-lasting comfort. The 400 thread count weave is lightweight, breathable, and cool to the touch, making it ideal for warm climates or summer months. For better use and enhanced durability, we recommend washing these sheets on a cool or warm cycle and line-drying to preserve the fibers, color, and elasticity. Just in case, you are using a dryer on these sheets, we recommend that for best results you choose a low heat and a low tumble. |
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Descriptions should contain product-specific information and should highlight the benefits of the product. Generic information must not be mentioned as it doesn’t provide any relevant information related to the product.
Example #4
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Product Description(Wrong): A smart and stylish addition to your wardrobe. It is made of good quality material. Product Description(Correct): The Nike Pro Dri-FIT Indy Sports Bra feels extra soft and gently supportive to keep you comfortable. Sweat-wicking technology and mesh along the front and back bring cool, dry comfort to your workout. Dri-FIT Technology helps keep you feeling dry, comfortable, and supported. Mesh at the center of the front and back lets air flow in high-sweat areas. |
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Example #5
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Product Description ( Wrong): Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into five business groups – Samsung Group, Shinsegae Group, CJ Group, and Hansol Group, and Joongang Group. Product Description( Correct): Introducing Galaxy Note20 5G: The Power to Work, The Power to Play. This isn't the time to slow down, this is the time to forge ahead and take the opportunities that come your way. You don’t need a smartphone. You need a powerful phone. One as beautiful as it is intelligent with a pen that is mightier, a battery that doesn't leave you hanging, and is as well-connected as you. Galaxy Note20 5G takes power to the next level with cutting-edge technology, letting you master whatever you choose to do next. Pen precision meets PC power with S Pen and Samsung Notes. So responsive, it feels like you're using a real pen to jot notes and sketch ideas. Then convert into Microsoft Word or PowerPoint, and save and sync across all your Galaxy devices while on the go. Intelligent Battery and Super Fast Charge learn from how you work and play to optimize battery life and boost your battery in minutes. Get the best Galaxy mobile gaming in the palm of your hand with its smooth gameplay experience. HyperFast Processor transforms your working, gaming, and bingeing so you can multitask without slowing down. Operate from mobile to PC seamlessly with Link to Windows and share files with a simple drop and drag. Power on with Galaxy Note20 5G to take your mobile experience to the next level. |
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Example #6 Information provided in the long description should be grammatically correct and must not contain any spell errors.
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Product Description( Wrong): Protect camera lens from dust, sands, debris, and objects. Camera cover is made from high-quality material .Come with included carrying case, microfiber cloth for claening. Order now get free upgrade to extra lens cover. Product Description ( Correct): The lens protection cover is compatible with DJI OSM Pocket Gimbal cameras. This high-quality ABS material cover is durable and protects the lens from dust, sand, debris, and other foreign objects from colliding and scratching the lens. It comes with included carrying case, microfiber cloth for cleaning. |
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Example #7 Product technical features must not be concatenated into a grammatically incorrect sentence. Instead, it should explain the advantages of the feature listed and provide detailed information about the product.
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Product Description (Wrong): MSI Bravo 15 Ryzen 5 Hexa Core 4600H - (16 GB/512 GB SSD/Windows 10 Home/4 GB Graphics/AMD Radeon RX 5500M/60 Hz) Bravo 15 A4DDR-420IN Gaming Laptop (15.6 inches, Black, 1.96 KG) & 64-bit windows 10 operating system. Silver-lining print, Cooler boost, Audio boost, Dragon Nahimic 3. Light Laptop without Optical Disk Drive & Pre-installed Genuine Windows 10 OS.
Product Description (Correct): Take your gaming experience a notch higher with this MSI gaming laptop. While its 120 Hz/ 144 Hz display offers a smooth and fluid gaming experience, the Hi-Resolution Audio will offer an immersive aural experience. Also, its Cooler Boost 5 thermal system will keep it cool even after hours of using it. The Hi-Resolution Audio offers undistorted and clear sound, so you don’t miss out on any detail. It has 1 RJ45 port, 2 Type-C USB 3.2 Gen 1 ports, 2 Type-A USB 3.2 Gen 1 ports, and 1 HDMI port, so you can connect it to compatible devices and peripherals with ease. |
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Do not include links to your store or other websites. Example #8  |
Product Description ( Wrong): Example for wrong description is mentioned the below:
Product Description (Correct): View content at four times the resolution of 1080p with the Samsung TU8300 65" Class HDR 4K UHD Smart Curved LED TV. This TV has a 64.5" LED-backlit curved LCD panel and incorporates Motion Rate 120 technology to digitally enhance fast-moving images to reduce blur. It is compatible with the HDR10, HDR10+, and HLG HDR formats to provide a wider color gamut with compatible content and other equipment for more vivid images. The curved screen is designed to provide a more immersive experience. The TU8300 has built-in Wi-Fi and Ethernet connectivity to provide access to your favorite apps and Internet-based content, plus content sharing and screen mirroring with your other smart devices such as your smartphone or tablet. With three HDMI inputs, there are multiple options for connecting high-definition video sources. Two USB ports are also onboard for connecting multimedia peripherals like flash drives. Google Assistant, Amazon Alexa, and Samsung Bixby voice control are also supported. |
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Example#9
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Product Description (Wrong): GUCCI OUD IS A POWERFULLY SEDUCTIVE SCENT DERIVED FROM EASTERN INGREDIENTS THAT PERFECTLY ENCAPSULATE THE SPIRIT OF GUCCI. THE INTENSELY RICH FRAGRANCE IS CREATED WITH A UNIQUE SOURCE OF OUD THAT IS 100% NATURAL. BOTH MEN AND WOMEN CAN EMBODY THE SPIRIT OF TRUE LUXURY WITH THE GLAMOROUS, RICH, AND EXOTIC INFUSED SCENT OF GUCCI OUD. Product Description ( Correct): Gucci oud is a powerfully seductive scent derived from eastern ingredients that perfectly encapsulate the spirit of Gucci. The intensely rich fragrance is created with a unique source of oud that is 100% natural. Both men and women can embody the spirit of true luxury with the glamorous, rich, and exotic infused scent of Gucci oud. |
That's it!
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