Bullets are where apparel shoppers decide to buy or bounce. The winning pattern is benefit-led, fabric-honest, and size-reassuring — not a wall of keywords.
Marketplace note (Australia): The TGA regulates therapeutic/medical claims; the ACCC polices misleading 'treatment' or 'cure' language. Avoid any therapeutic framing unless licensed.
'Soft 95% cotton / 5% elastane blend with a relaxed, true-to-size fit that moves with you.' Leads with the two things apparel buyers care about most.
'Great for yoga, travel, and lounging — breathable enough for summer, layerable for winter.' Tells the shopper exactly when to wear it.
'Machine wash cold, tumble dry low; resists pilling after 30 washes.' Reduces returns by setting expectations.
'Runs true to size — see size chart for exact measurements. Size up if between sizes.' Directly attacks the #1 return reason.
Five is the standard; use all five. Leave none blank — empty bullets look abandoned.
Avoid emojis; Amazon has flagged decorative symbols. Plain, scannable text converts better.
Once is enough. Repeating keywords reads as stuffing and can suppress the listing.
Leading with the brand or shipping instead of fit and fabric — shoppers skim for 'will it fit me?'.