Bullet points for a product on Amazon appear next to the images on the product page. Key specs and information are great to include here – and crucial as a way of driving conversion rates and product ranking on Amazon. You should make sure to seize the opportunity of giving potential customers key information above the fold, which will in turn improve your product’s ranking.
As for conversion optimization, bullet points are central to the purchase decision of users because they enable them to glance at the most important and attractive product features. Information in bullet points should give them confidence that the product is right for them, ideally without any further information being necessary.
Bullet points also play a big role in ranking optimization: They have an impact on which search keywords the product is listed for, and in the weighting order of the different information fields (title, bullet points, description etc.) determined by Amazon’s ranking algorithm. They are the second-most scanned text item on the product page, second of course to the product title itself.
But what about the arrangement of the individual words, does this make a difference too?
As we’ve been looking into many different aspects of the Amazon ranking algorithm, keyword placement has been one of the topics we wanted to find out more about. But how can we really tell if the arrangement matters? Time for some experiments!
Objective of Experiment with Keywords in Bullet Points
We wanted to investigate the influence of the following parameters on product ranking:
- Keyword position within a bullet point (front, center, ending)
- Keyword position across bullet points (1st to last bullet point)
- Keyword distance within a bullet point regarding search queries with more than 1 word
- Keyword distance across bullet points regarding search queries with more than 1 word
Set-Up of Amazon Keyword Experiment
We studied each parameter in separate set-ups. In each case, several products were created that differed only with regard to the respective parameter. In several test runs we then checked if the ranking of the product was impacted.
Result: Keyword Placement within Bullet Points is Arbitrary
Simply put: None of the tested parameters revealed an influence on ranking. We can therefore conclude that exact keyword placement does not matter for the product’s ranking!
Insights for Keyword Optimization on Amazon
As it turns out after our simple set of live tests on Amazon, it does not seem to make a difference where you place your keywords within the bullet points. It doesn’t matter if a keyword is located at the beginning, the middle, or the end of a bullet point, and also the order in which you put the words has no impact. Whether neatly next to each other or scattered across several bullet points, the ranking algorithm doesn’t care where the keywords are.
But what does matter of course is the selection of your keywords – be sure to place important words within bullet points which are not already included in the title. The focus here is on conversion, so try to fit the keywords in the bullet points in a natural, easy-to-read way, to maximize users’ comfort and attraction while scanning your product page.
Tip: As we’ve seen from our latest experiment on Keyword Repetition for Amazon Optimization, the algorithm also doesn’t take “keyword stuffing” into consideration. It’s best if you include each important keyword only once in the bullet points, and more obscure, long-tail keywords in the description below.
Remember: The factors that influence search result rankings on Amazon are not readily apparent and need to be identified through trial-and-error experiments such as this one. This is why we regularly conduct experiments to examine the influence of particular factors on rankings. For each experiment we conduct, several new products are created on Amazon – all of which are identical except for the parameter being examined. Several queries are then submitted to measure the rankings of these products. From the results we can draw valuable conclusions for ranking optimization – and share them here for your benefit.
Need Help with Keyword Research?
We’ve got your back. If you need to find some new keywords for your Sponsored Product campaigns, check out our Amazon PPC Strategy Tip #1. If you’re not sure how to use keywords in Amazon SEO or in the Seller Central backend, check out our post on Amazon Search Term Optimization.
Make sure to use our free Amazon keyword tool Sonar to look up millions of keywords and their actual search volume on Amazon. Use Sonar to export keywords to a .csv file, filter by search volume and other criteria.