Five-point description rules for Amazon product detail page listing

● How was my five-point description deleted “for no reason”?Am I breaking any policies?
● Can warranty information and links to self-built websites be described in five points?
● I'm a new seller and I'm creating a listing. Are there any five points describing relevant writing guidelines for my reference?

Whether you are a new seller or a veteran seller, there are more or less questions about how to formalize product highlights. Next, Xiaobian will take you to fully understand the basic definition of product points, avoid writing illegal product points, and expand the writing guidelines explaining the key points of high-quality products.

Bullet points (bullet points), or five-point descriptions commonly referred to by sellers, are one of the elements that make up a product detail page and play a critical role. Buyers can quickly confirm whether the product is right for them by focusing on the five main characteristics and benefits of the product through the five-point description.

Examples of common five-point descriptions include:

🔶 Overall Product Overview
🔶 Size
🔶 Age suitability
🔶 Country of origin
🔶 Key Features
🔶 Materials and structures
🔶 Warranty Information
🔶 ......

ASIN number or the following
Examples include “Not Applicable”/“NA”/“n/a”/“N/A”, “Not Eligible”, “Pending Decision”, “Pending”, “Pending Replication”.

[Error example] Material: NA

Examples include service-friendly, environmentally friendly, anti-microbial, antibacterial, made of bamboo, made of bamboo, made of soybeans, containing soybeans.
For more information, you can copy the following link to your browser and go to General Product Restrictions 👇
https://sellercentral.amazon.com/help/hub/reference/external/G201707070?locale=en-USprohibited phrase

[Error example] Material: The raw materials of this product are 100% environmentally friendly and have antibacterial properties

Disable warranty information
Examples include a “full refund,” “return it if you're not satisfied,” or “an unconditional guarantee, no limits.”

[Example error]... if not satisfied, we offer a full refund

[Example error] Limited time offer: Welcome to our website (www.example.com) for more additional offers

Information related to disabling guided reviews
This includes, but is not limited to, encouraging buyers to leave 5-star reviews, or guiding buyers not to leave negative reviews.

Timely information
For example, the dates of promotional events, seminars, or lectures.

[Error example]... Welcome to the xx product offline promotion event on September 16. The address is...

Repetition of key points
Each bullet point must describe a unique piece of product information.

[Examples of mistakes] Cotton fabric: made of 100% cotton, soft and breathable; loose fit: loose fit for easy movement and comfortable wear; Machine washable: durable and easy to care
Explanation: The example contains 3 pieces of product information at the same time

Pay attention!Includes the above violation information, and the highlights will be removed or updated. The account health dashboard even had a “listing policy violation” warning.

Tip: Although the “Listing Policy Violation Warning” caused by the description of the main points of the violation has no effect on the account status rating (AHR) score, Xiaobian still recommends that everyone file a complaint and resolve the violation as soon as possible to avoid potentially unnecessary negative effects on sales rights. To resolve the violation, the seller can click the “Edit” button on the appeal screen, delete the prohibited highlights, and re-upload it.

Next, Amazon invites you to do a little test — “Let's find trouble” to check whether you fully understand the rules for writing key product points after reading this article. Please read the following 2 cases carefully first and find out which point descriptions are incorrect.

Example 1
About this item
✅ Ingredients: This lotion does not contain alcohol and has mild ingredients
✅ Easy to carry: 60ml, can be carried on a plane, leak-proof design, suitable for travel
✅ Limited time offer: Welcome to our website (www.example.com) to enjoy exclusive limited-time offers. Buy 1 get 1 free on selected products

Answer analysis
The main description of this product. There are a total of 3 non-compliant descriptions:
① Disable emojis: “✅”
② Disable guarantee information: “If you're not satisfied, we offer a full refund”
③ Prohibit company information, website links, external hyperlinks, or any contact information: “Welcome to our website (www.example.com) to enjoy exclusive limited-time offers. Buy 1 get 1 free on some products”

Example 2
About this item
• Material：The raw materials are 100% environmentally friendly~~~
• Warranty：A replacement for any defective part will be supplied, which is free of charge within six months

Answer analysis
The main description of this product. There are a total of 3 non-compliant descriptions:
① Special characters are prohibited: “~”
② Prohibited phrase: “environmentally friendly (environmentally friendly)”
For more information, you can copy the following link to your browser and go to General Product Restrictions 👇
https://sellercentral.amazon.com/help/hub/reference/external/G201707070?locale=en-US
③ Include at least three main points

For more guidelines on writing product essentials, you can search for “Product Essentials Requirements” in the seller reviews help interface to view the “High Quality Essentials Writing Guide.”

Below, Xiaobian will walk you through examples to explain each guide. Pay attention!The following examples are for reference only; please focus on the latest Seller Central policies for specific writing guidelines.

① Start with a capital letter.
For example: Cotton Fabric: Made from 100% cotton for softness and breathability

② In the form of a paragraph, do not use punctuation at the end.
For example: Long Sleeve: Long sleeves add coverage and style

③ Use semicolons to separate each phrase in a bullet point.
For example: Machine Washable: Durable construction; easier care

④ Use 10 or more characters, but no more than 255 characters.
For example: Loose Fit: Relaxed fit allows for easy movement and comfort
Explanation: There are 59 characters here, including 50 English letters and spaces between each word, so there are more than 10 characters, and no more than 255 characters

⑤ Write the numbers 1-9 in text form, with the exception of the name, model, and measurement values.
For example: Long Battery Life: Total of twenty-four hours battery life

⑥ Add a title for the gist and use “:” after the title, then provide full information later.
For example: Machine Washable: Durable construction allows for easy care

⑦ Add a space between the number and the unit of measure.
For example:... 60 Milliliter...

⑧ Write key points in clear, natural language, and avoid unnecessary keywords or phrases.
Example: Machine washable: durable and easy to care for

⑨ Highlight the characteristics and advantages of the product rather than the brand's marketing activities.
Reverse example: Limited time discount: Buy now and get 50% off

⑩ Highlight how the product meets the customer's needs rather than just listing the facts.
Example: Versatile style: perfect for dance practice, fun, or outdoor activities

⑪ Keep data consistent across product variants.
Example:
Variant 1 Highlights: Cotton Fabric: Made of 100% cotton, soft and breathable
Key points of variant 2: cotton fabric: made of 100% cotton, soft and breathable

⑫ Please do not paraphrase or cite other products not covered by this ASIN.
Reverse example: Charging speed: This charger is fast charging, as fast as the charger officially sold by Apple

⑬ Eliminate or minimize repetition of attributes such as product title, product description, or product overview. Highlight additional or supporting information to help buyers make better decisions.
Example:
Key point 1: Material: This water bottle is made of high quality stainless steel and is durable
Key point 2: Capacity: The kettle has a capacity of 1.5 liters, suitable for home or outdoor use
Key point 3: Insulation: Unique double layer insulation design can keep drinks hot for up to 12 hours
Explanation: In the correct example, each point provides different product information (material, capacity, and insulation design), so that the customer can more fully understand the individual characteristics of the product

⑭ Refrain from using any subjective, performance, or comparative statements unless they can be verified on the product packaging.
Negative example:... more durable, cheaper, and more functional than the X brand

⑮ Avoid using statements relating to honors and awards, unless the product detail page provides detailed supporting information, such as dates and awarding agencies.
Example of the opposite:... ASIN sales volume remains 3rd in the same category all year round

⑯ Refrain from using statements relating to consumer survey results, even if the relevant survey collects some subjective opinions, unless the source and date are provided.
Negative example:... According to the survey, 95% of users recommend this product