product_highlight
Short bullet points highlighting key product features. Used in expanded product views as quick-scan summaries. Most channels display 3-5 highlights per listing.
Also known as: bullet_point , key_features
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Optional | product_highlight | — Docs → |
| Meta Commerce Manager | Optional | product_highlight | — |
| TikTok Shop | Recommended | highlight | — |
| Pinterest Catalog | Optional | product_highlight | — |
| Amazon | Required | bullet_point | Required, up to 5 bullets per ASIN. |
| Bing Merchant Center | Optional | product_highlight | — |
Why it matters
Highlights are often the deciding content between view and click. Users scan highlights before reading the full description. Well-written highlights with concrete benefits convert better than abstract feature lists.
Bullet points are often the deciding content between view and click. Users scan highlights before reading the full description, and well-written highlights with concrete benefits convert better than abstract feature lists. The 3-5 bullets per item that channels display in expanded views are the highest-leverage product content after the image.
The structure that converts: concrete benefits with specific numbers. "30-hour battery life" beats "long-lasting battery". "Fits chest 38-42 inches" beats "comfortable fit". Concrete content reads as honest; abstract content reads as marketing copy.
Length per bullet: 75-150 characters. Past 150, bullets stop being scannable and become mini-paragraphs. Below 75, you lose specificity. The right length is enough to communicate one specific benefit, not enough to elaborate.
Format rules
-
Each highlight 75-150 characters
Applies to: Google Merchant Center, Meta Commerce Manager, Amazon
-
Maximum 5-10 highlights per item depending on channel
Applies to: Google Merchant Center, Meta Commerce Manager, Amazon
-
No promotional language ('SALE', 'BEST EVER')
Applies to: Google Merchant Center, Meta Commerce Manager, Amazon
Valid examples
30-hour battery life with active noise cancellation engaged Concrete, scannable feature
Foldable design with carrying case included for travel Highlights use case
Common mistakes
AMAZING quality, you'll LOVE them! Promotional, no information
Related fields
description The longer-form product description that channels use for relevance scoring and surface in product detail views. Read after the title catches the user's attention; rarely the deciding factor for click-through but heavily weighted for search relevance.
Read moreproduct_detail Structured key-value product attributes that don't fit standard fields. Lets you encode brand-specific attributes (camera megapixels, fabric blend percentages, screen refresh rate) channels can surface in detail views.
Read moreFAQ
How is this different from description?
Description is paragraph form. Highlights are scan-friendly bullets. Most modern users skim bullets first, descend into description only if interested.
Last reviewed: 26 May 2026
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