SEO Content: Bullets

Access from: Processes → Workflows

Audits the bullet points (bullet_point) of every active product (seller and vendor) on the configured connection and marketplace. Bullets are the second most visible field of the listing after the title: buyers scan them before reading the description and they are one of the main conversion levers.

Rewrite bullets with AI

For checks that require a human rewrite, you can generate optimized versions in bulk with the bulk AI editing in the catalog respecting your brand, tone and language instructions.

When it runs

• Default frequency: 1st of each month at 5:00 (workflow timezone).
• Editable from the workflow editor once cloned.

How it works

The workflow iterates over every active product, runs the 11 checks against the bullet list and creates or updates a task with a suggested value when auto-fix applies. Checks B02-B10 evaluate bullet by bullet: if your product has 5 bullets and two of them fail, the task will contain separate items with the index of each affected bullet.

Auto-fix vs manual review

Type	Checks
Auto-fix available	B07 (emojis), B09 (URL/email/phone), B10 (HTML)
Manual review	B01, B02, B03, B04, B05, B06, B08, B11

Checks

Insufficient bullets (B01)

• Severity: error
• What it checks: That the product has at least 5 bullets (seller) or 10 (vendor).
• Why it matters: Amazon offers 5 bullet slots to sellers and 10 to vendors. Not using them all wastes priority space for keywords and reduces sales information. Products with incomplete bullets tend to have lower conversion rates and worse indexation.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — generating new bullets requires product knowledge. The bulk AI editing can generate the missing bullets.
• Task message: "Product has {current} of the {expected} recommended bullets. Fewer bullets mean less information for buyers and fewer keyword opportunities."

Empty or too short bullet (B02)

• Severity: error
• What it checks: That no bullet is empty or shorter than 15 characters.
• Why it matters: Empty or near-empty bullets convey carelessness, take up a premium slot of the listing and are usually leftover placeholders from poorly finished templates. Amazon may treat them as invalid content.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — requires generating content. Use the bulk AI editing.
• Task message: "Bullet {bulletIndex} is empty or contains placeholder text. Each empty bullet is a wasted opportunity to convince buyers and improve SEO."

Bullet too short (B03)

• Severity: warning
• What it checks: That each bullet is at least 150 characters long.
• Why it matters: Short bullets convey little information and waste keywords. For A9, a longer and more descriptive bullet indexes better; for buyers, it helps drive the purchase decision. Category style guides typically recommend 100-200 characters per bullet.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — the bulk AI editing can expand short bullets while keeping their meaning.
• Task message: "Bullet {bulletIndex} has only {length} characters, too short. Short bullets don't convey enough information or use the available SEO space."

Bullet too long (B04)

• Severity: warning
• What it checks: That no bullet exceeds 300 characters.
• Why it matters: Bullets that are too long are hard to scan, especially on mobile where they are truncated to 2-3 lines. Categories with a per-bullet limit below 300 may reject the listing.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — the bulk AI editing can shorten them while keeping the main keywords.
• Task message: "Bullet {bulletIndex} has {length} characters, too long. Lengthy bullets are hard to read on mobile and buyers may ignore them."

Duplicate bullets (B05)

• Severity: error
• What it checks: That no pair of bullets has more than 80% similarity (measured with Jaccard on tokens).
• Why it matters: Duplicating content across bullets wastes slots: A9 indexes each keyword once. It is usually a symptom of poorly customized templates or automatic generation without diversification.
• Amazon reference: Product bullet point requirements — each bullet should cover a distinct benefit or feature.
• Auto-fix: no — removing duplicates requires deciding which one to keep or to rewrite. The bulk AI editing can regenerate diversified bullets.
• Task message: "Bullet {bulletIndex} is very similar to bullet {duplicateIndex} (similarity: {similarity}%). Duplicate content wastes space and signals low quality."

Bullet in uppercase (B06)

• Severity: warning
• What it checks: That no bullet is fully in uppercase (when longer than 10 characters).
• Why it matters: Same rule as the title: Amazon forbids ALL CAPS in bullets for the same reasons (association with SPAM, visual aggressiveness, suppression). Only acronyms like USB, LED or HDMI are allowed.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — the bulk AI editing can recapitalize while respecting acronyms.
• Task message: "Bullet {bulletIndex} is fully in UPPERCASE. This violates Amazon's style guides, hurts readability, and may suppress the listing."

Emojis or forbidden characters (B07)

• Severity: error
• What it checks: That no bullet contains emojis (🔥, ✅, ★, ®, ™, €, ↑, etc.) or forbidden symbols.
• Why it matters: Amazon forbids emojis and most symbols in bullets. They can cause the listing to be rejected or the content to be automatically cleaned by Amazon, leaving the bullet with extra spaces and corrupted formatting.
• Amazon reference: Product bullet point requirements.
• Auto-fix: yes — strips emojis and forbidden characters and normalizes spacing.
• Task message: "Bullet {bulletIndex} contains emojis or forbidden characters. Amazon may reject publication or strip these characters, altering text format."

Promotional language in bullet (B08)

• Severity: warning
• What it checks: That no bullet contains forbidden promotional phrases (same list as the title: "free shipping", "sale", "best seller", etc.).
• Why it matters: Amazon extends the ban on promotional language to every editable field of the listing, not just the title. Its presence in bullets can trigger automatic reviews and suppress the listing.
• Amazon reference: Product detail page rules.
• Auto-fix: no — the bulk AI editing can regenerate bullets without promotional language.
• Task message: "Bullet {bulletIndex} contains promotional language: {terms}. Amazon forbids promotions in bullets and may suppress the listing or reject updates."

URLs, emails or phone numbers (B09)

• Severity: error
• What it checks: That no bullet contains URLs (http://, www.), emails (@domain.com) or phone numbers.
• Why it matters: Amazon strictly forbids external contact data anywhere in the listing. Their presence is grounds for immediate suppression and serious account-health warnings, as Amazon interprets it as an attempt to divert buyers off the platform.
• Amazon reference: Product detail page rules.
• Auto-fix: yes — strips URLs, emails and phone numbers and normalizes spacing.
• Task message: "Bullet {bulletIndex} contains URLs, emails or phone numbers. Amazon strictly forbids external contact info and may suppress the listing for this violation."

HTML tags in bullet (B10)

• Severity: error
• What it checks: That no bullet contains HTML tags (<br>, <b>, <p>, etc.).
• Why it matters: Since July 2021 Amazon deprecated the use of HTML in every listing field, including bullets. Tags render as literal text, leaving the bullet with visible code that reduces buyer trust.
• Amazon reference: Product bullet point requirements.
• Auto-fix: yes — strips all HTML tags and normalizes spacing.
• Task message: "Bullet {bulletIndex} contains HTML tags. These render as plain text on Amazon, showing code to buyers and looking unprofessional."

Bullets too heavy in bytes (B11)

• Severity: warning
• What it checks: That the total byte sum of all bullets does not exceed 1000.
• Why it matters: Amazon limits the total bullet byte count for specific categories. Going over the limit makes Amazon truncate or reject the excess bullets. The unit is the byte (not the character) because accented characters and emojis take more than one byte.
• Amazon reference: Product bullet point requirements.
• Auto-fix: no — requires deciding which bullets to trim. The bulk AI editing can shorten them while preserving critical keywords.
• Task message: "Bullets total {totalBytes} bytes, exceeding the {limit}-byte limit. Amazon will truncate or reject content over this limit."

Next steps

• Templates catalog — back to the index
• Tasks — how to review and approve generated items
• Workflows — understand the engine underneath
• AI editing — rewrite bullets in bulk with AI