What are the Rules and Guidelines of Bullet Points?

Seller_CR5ecDAAPMxqs

I'm unable to find any concrete Rule Guideline for the Bullet Points.

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Here is some wording that used to appear in the Help pages (which change constantly, with no notice):

You can create up to five Feature Bullets for a powerful tool to help increase your conversion rate. Include a precise description of what the customer will get if he or she purchases the item. Here are some tips for writing good feature bullets:

• Make each bullet point brief yet descriptive; This is not the place for paragraphs

• If the item is a set, list what's included in the set and the size (if appropriate) of each item

• For every feature, include a benefit

• Include warranty information or included accessories as the last bullet point

• Use semi-colons to separate phrases within a single bullet point

• Always use numerals, never spell out numbers, in bullet points

• Write bullets in sentence case (no punctuation); 256 characters maximum (can vary by product category)

It seems there aren't any "concrete" rules, but just, as you say, suggestions. And this can apparently be verified by Amazon's own confession (to be found in the link you provided) that:

Some bullet points are so long that customers have to click a more button to see all of them. Some bullet points are stuffed with keywords and are not easy to read. Some bullet points are poorly written.

Sounds like Amazon has given up trying to control the Wild West of Bullet Points. Too much anarchy to be reigned in.