Where to Place Keywords in Bullet Points?

Adding bullet points for your product that appear next to the images on the product page is a great – and crucial – way of driving conversion rates and product ranking on Amazon. You should make sure to seize the opportunity of giving potential customers key information right on top of the page and also to optimize your product’s ranking by paying close attention to the bullet points.

As for conversion optimization, bullet points are central to the purchase decision of users because they should enable them to figure out the most important and attractive product features, and 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, bullet points are the second-most important right after the product title (even more important than keywords you enter for the product in Seller Central).

Obviously, it matters which keywords you enter for bullet points. 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!


We wanted to investigate the influence of the following parameters on the 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

Experiment Set-Up

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.


Short and simple: For none of the tested parameters, an influence on the ranking was found. So we can conclude that keyword arrangement does not matter for the product’s ranking!

Insights for Amazon Optimization

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.

Note: The factors that influence search result rankings on Amazon are not readily apparent and need to be identified through trial-and-error. This is why we regularly conduct experiments to examine the influence of particular factors on rankings. For such experiments, several new products are created on Amazon, all of which are identical except for the parameter being examined. Subsequently, several queries are submitted to measure the rankings of these products. From the results we can draw valuable conclusions for ranking optimization. The results of our experiments are published regularly in our blog.

About Lennard Sadowski

Member of the Sellics Marketing Team

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