> 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

Unique Selling Points (USPs) are the verified selling points behind 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 on their own Unique Selling Points 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. |
| **Selling point** | The shopper-facing selling point, built on a substantiated product fact.                        |
| **Outcome**       | What that selling point delivers for the shopper.                                               |

## Expanding a USP

Every row starts collapsed, so the list reads as a ranking. 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.
* **What sets it apart** – 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.

## Changing the priority order

You decide which selling points lead. To move a USP up or down, drag it by the grip handle (⋮⋮) at the left of its row and drop it where it belongs. While you drag, the priority numbers update so you can see where the USP will land.

* **Saved straight away** – there is no Save button. A confirmation next to the heading names the USP and its new priority.
* **Undo** – the confirmation offers **Undo** for a few seconds, which puts the previous order back.
* **Keyboard** – focus a row's handle and press the up or down arrow key to move it one place at a time.
* **Touch** – on a phone or tablet, press and hold the handle briefly, then drag.

If the order can't be saved, the list goes back to the last saved order and tells you to try again. If the USPs changed while you had the page open, for example because a new one was added, the tab reloads with the current list so you can reorder from there. A product with a single USP has no handle.

Your new order is used from the next optimization of the listing. You can also reorder USPs from an AI assistant with the [Autopilot MCP](/autopilot-mcp/tools/reorder-asin-usps.md).

## 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.

## Suggesting an edit

If a USP is inaccurate or an important selling point is missing, use the **Suggest an Edit** pencil on its row to send your feedback straight to the Autopilot team. The Autopilot team reviews it and factors it into the next optimization.