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This article applies to selling in: United States

Feature Bullets

You can create up to five Feature Bullets for a powerful tool to help increase your conversion rate. Include a precise description of what the customer will get if he or she purchases the item. Here are some tips for writing good feature bullets:

  • Make each bullet point brief yet descriptive; This is not the place for paragraphs
  • If the item is a set, list what's included in the set and the size (if appropriate) of each item
  • For every feature, include a benefit
  • Include warranty information or included accessories as the last bullet point
  • Use semi-colons to separate phrases within a single bullet point
  • Always use numerals, never spell out numbers, in bullet points
  • Write bullets in sentence case (no punctuation); 256 characters maximum (can vary by product category)
Important: Some subcategories have additional requirements for Feature Bullets. Review the Subcategory Specifications for more information.


  • Powerful 18-volt rechargeable battery [FEATURE] delivers more power and longer run-time [BENEFIT]
  • Extended 22-inch blade [FEATURE] provides a smooth and level cut [BENEFIT]
  • 50-minute run-time [FEATURE] trims up to 1200 square feet per charge [BENEFIT]
  • Low vibration, dual-action blades [FEATURE] improve comfort and reduce fatigue [BENEFIT]
  • Includes carrying case [ACCESSORY]; 2-year manufacturer warranty

If there are no included accessories or warranty, just use the last bullet to surface more features:

  • Garage ceiling storage attachment
  • 45- by 45-inch storage unit holds 250 pounds
  • Shelf easily adjusts in height from 16 to 34 inches
  • Wire design doesn't conceal stored items
  • Stores large and odd-shaped items
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