> For the complete documentation index, see [llms.txt](https://docs.autopilotbrand.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.autopilotbrand.com/portal-pages/product-page/unique-selling-points.md).

# Unique Selling Points

<figure><img src="/files/iRa9nVIXMJyN4kfwrF1o" alt=""><figcaption></figcaption></figure>

Unique Selling Points (USPs) are the key facts, outcomes and differentiators that lead to shoppers choosing your product. Autopilot extracts them from your listing content and customer reviews — and can incorporate richer sources such as product spec sheets, product images, your direct-to-consumer site, and Product Information Management (PIM) data — then ranks them by how much they should drive a purchase and uses them to shape your optimized listing content.

USPs appear in a dedicated section on the [Core Information](/portal-pages/product-page/core-information.md) tab of the Product Page.

{% hint style="info" %}
The more product detail Autopilot has to work with — spec sheets, brand and DTC content, PIM data — the more complete and accurate your USPs become.
{% endhint %}

## What a USP is

Each USP is built on a **fact** — a specific, substantiated claim about the product (for example, "5g protein per pouch" or "carries up to 66 lb"). Autopilot turns that fact into a shopper-facing selling point and checks how strongly the listing and reviews support it.

The USPs table lists each one in priority order:

| Column              | Meaning                                                                                                                     |
| ------------------- | --------------------------------------------------------------------------------------------------------------------------- |
| **Priority**        | The rank of the USP — lower numbers are higher priority and are featured first in your content.                             |
| **Fact**            | The underlying, substantiated product claim.                                                                                |
| **Outcome**         | What that fact delivers for the shopper.                                                                                    |
| **In your listing** | Where the USP currently appears in your live listing (title, bullet points, description) — its coverage across the content. |

## Expanding a USP

<figure><img src="/files/rsYFQOXoAhejRwbVZAHe" alt=""><figcaption></figcaption></figure>

Click a row to expand it and see the detail behind the USP:

* **Target audience** – the shopper this USP speaks to, expressed as interests and demographics.
* **Differentiator** – what sets this product apart from typical alternatives in its category.
* **Evidence** – the proof behind the fact, drawn from your listing and customer reviews, shown with a **confidence** rating.

### Confidence

The confidence rating reflects how strongly the underlying fact is supported. A fact stated clearly in the listing and echoed by positive customer reviews carries higher confidence than one mentioned only in passing.

## How USPs power your content

Autopilot prioritizes your highest-ranked USPs when it optimizes your listing — leading with the strongest, best-evidenced selling points and weaving the rest through the content. Keeping your USPs accurate and well-ordered directly shapes the content Autopilot produces.

USPs are generated automatically and refreshed as your listing and reviews change.

{% hint style="info" %}
The **In your listing** column shows whether each USP is actually present in your current content. A high-priority USP that isn't yet covered is a strong candidate for the next optimization.
{% endhint %}

## Suggesting an edit

If a USP is inaccurate, ranked incorrectly, or missing an important selling point, use the **Suggest an Edit** pencil on its row to send your feedback straight to the Autopilot team. See [Edit Requests](/portal-pages/product-page/core-information.md#suggest-an-edit) for how this works.


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