Highlights (Bullet Features) are the short feature bullets that appear under "About this item" on a Target+ product page. They are required on every listing and written once per style at the parent listing level. Shoppers who read them convert far better than shoppers who do not, and four or more bullets earn full credit on Target's content scorecard, so the set is worth the ten minutes it takes to write well.
The rules
| Rule | Value |
|---|---|
| Required | Yes, on every listing |
| Level | Parent listing; variants inherit it |
| Count | Target accepts 2 to 15 and recommends 4 to 8; Osello requires at least 3 |
| Length | 3 to 8 words per bullet; each bullet is capped at 255 characters |
| Shape | Scannable phrases, no full sentences, no trailing period |
| Capitalization | Consistent across the set |
| Claims | Nothing unsupported: no "best in the market", "highest quality" or "guaranteed" |
Each bullet covers a different feature. Draw from key features, functional benefits, materials or construction, fit or comfort, performance, design details and care, and stop when you run out of real things to say. Filler bullets lower the quality of the set more than a short set does.
Content rules
- Do not copy the Description into the bullets. The same feature may appear in both only when the wording and the purpose differ.
- Write bullets for Target. Bullets unique to Target help external search, and a generic list pasted from another marketplace does not.
- Name certifications, awards or proprietary technology only when your product data supports them, and state the benefit plainly ("OEKO-TEX certified fabric, tested for harmful substances").
- If any image carries text, repeat that information in a bullet or in the description so screen readers can reach it.
- Use only your source data. Never invent features, materials, benefits or use cases.
Parent and child listings
Parent bullets must be true for every variant in the style: no specific color, size, pattern or child-only feature. A "Reflective silver trim" bullet fails on a parent whose black colorway has none. Target allows a child to carry unique bullets when the source data supports them; in Osello the field is managed at the parent listing level, so one set covers the style and every variant.
Examples
| Bullet | Verdict |
|---|---|
| Moisture-wicking recycled polyester | Good: material and benefit in four words |
| Adjustable drawcord hood | Good: a concrete design detail |
| Machine wash cold, tumble dry low | Good: care, phrased for scanning |
| This jacket is made from a durable water-resistant fabric that will keep you dry in light rain. | Weak: a full sentence with a period, over 8 words |
| Best quality jacket on the market | Weak: unsupported claim |
| Available in Forest Green | Weak: a single colorway named on a parent |
| Great gift idea | Weak: not a feature of the product |
Common mistakes
- Two bullets, Target's minimum, when the product has plenty to say. Four or more earns full scorecard credit.
- Bullets that restate the description word for word.
- Mixed capitalization: "Relaxed fit" next to "Side Seam Pockets".
- Trailing periods on some bullets and not others.
- A bullet for each of several colorways instead of features shared by the whole style.
- Superlatives and guarantees the product data cannot back up.
How Osello fills this field
Highlights is a parent-level field, so Osello writes one set per listing and every variant inherits it. Osello builds 3 to 15 unique bullets from your source product data, with each bullet under 255 characters and in the 3 to 8 word range Target asks for, phrased as scannable fragments without trailing periods, and kept generic enough to hold for every variant of the style. It does not invent features or repeat the description. You can adjust tone, order or emphasis for a channel with custom instructions, and the confidence Osello attaches to each AI-written value is explained in confidence scores explained.
The rest of Target's requirements are in the Target+ field directory.
Frequently asked questions
How many highlights should a Target+ listing have?
Target accepts 2 to 15 and recommends 4 to 8. Four or more earns full credit on the content scorecard. Osello requires at least 3.
How long should each bullet be?
3 to 8 words, written as a phrase rather than a sentence, with no trailing period. Each bullet has a hard cap of 255 characters.
Can a bullet mention a color or size?
Not on a parent listing, where every bullet must be true for all variants. A variant may carry unique bullets when your source data supports them.
Can I reuse my bullets from another marketplace?
You can start from them, but bullets written for Target help external search more than a generic list does, and any retailer names, competitor references or unsupported claims have to come out.
Do the highlights and the description need to say different things?
Yes. Target treats them as separate content. A feature may appear in both when the wording and purpose differ, but a copied list scores as duplicate content.