How do you write a title and description for bol with AI?

What do you control on your product page?

On its content page, bol lists five building blocks of good content. As a seller, you fill them in yourself.

• Title. Brand, product group and relevant features or search terms, between 30 and 150 characters. According to bol, the right title gets you up to 20% more conversion.
• Images and videos. A white, sharp main image without overlay, showing only the item, preferably 1500 by 1500 pixels. What else is and is not allowed on your photos is explained in the blog on the requirements bol sets for product photos.
• Product description. At least 500 characters. The first 120 characters are used for Google Shopping.
• Product specifications. According to bol, the right specifications increase your product’s findability on bol, and customers use them to find your item in the filters on the listing page.
• Product families. You bundle variants into a product family. Bol mentions an average sales increase of as much as 10% for this.

For the title, the description and the specifications, AI can take the writing off your hands. A made-up example makes it concrete. Imagine you sell a water bottle under your own brand: stainless steel, 750 ml, leak-proof, and according to your supplier it keeps water cold for twelve hours.

Which keywords go in your title?

Let AI come up with what buyers call your product, then check in bol search data which words they actually use.

Ask, for example: "Which words do Dutch parents use when they look for a water bottle for school in a webshop?" You get a list of Dutch words such as drinkfles, waterfles, bidon and schoolfles. How often each word is searched, you see in a keyword tool for bol, such as the Keyword Guide or the Keywords step in MarktMentor’s AI Listing Builder.

Choose one main keyword for your title. In Schrijf een goede titel (write a good title), bol lists different spellings or synonyms among the things you do not do in a title. How to build a list of keywords is explained in How do you improve your findability on bol with a keyword strategy?

How do you have AI write your title?

Put in your prompt what bol does and does not want to see in a title, and give the AI only facts you can back up.

According to the page about a good title, this belongs in your title:

• the brand
• the model or type number
• the product group
• one or two distinguishing features
• a hyphen between the parts
• a capital letter at the start

According to bol, this does not belong in it, among other things:

• words written entirely in capitals
• English words
• synonyms
• lots of adjectives
• more than 70 characters including spaces
• promotional words such as "voordeel" (deal), "goedkoop" (cheap) or "gratis" (free)

A prompt can look like this: "Write a product title for bol. Use the brand, the product group and one or two distinguishing features, with a hyphen between the parts. At most 70 characters, Dutch words only, no words in capitals, no synonyms and no promotional words. Details: brand Merknaam, water bottle, stainless steel, 750 ml, leak-proof, keeps water cold for 12 hours. Main keyword: drinkfles."

A title following that prompt is, for example: Merknaam Drinkfles - 750 ml - Lekvrij (Dutch for brand name, water bottle, 750 ml, leak-proof). If your bottle has a model or type number, bol says that belongs in it too. Make sure your title is right within two weeks of adding an item, because according to bol the page’s URL is based on it.

If you work with the AI Listing Builder, choose the title length Mobile, which keeps the title under 70 characters.

What can and can’t go in your description?

Give the AI bol’s banned points and have it check its own text against them.

According to the rules for product information, this is not allowed in your text:

• a reference to a website, a price or a delivery time
• a holiday as a reason to buy, such as Father’s Day or Black Friday
• sales slogans such as "op=op" (while stocks last), "goedkoop" (cheap) or "1+1 gratis" (buy one, get one free)
• vague sustainability terms such as "milieuvriendelijk" (environmentally friendly), "eco", "duurzaam" (sustainable) and "klimaatneutraal" (climate neutral); bol lists twenty

A sustainability claim has to be specific, such as 70% recycled material. If you break these rules, your seller account can lose policy points.

Paste that list into your prompt, or in the AI Listing Builder into the field for extra instructions. Also add what bol asks for on the content page:

• at least 500 characters
• the most important information in the first 120 characters
• the words from your title back in the text
• a description of what the item is used for

For formatting, bol supports headings, bold text, normal text and bullet lists, according to its explanation of a clear product description. Other HTML is rejected. Email addresses and other personal data do not belong in it either.

Then hold every sentence up against your supplier’s specification sheet. If it says "keeps cold for 24 hours" while your supplier states twelve hours, take it out. Only write "BPA-free" or any other claim if your supplier can back it up with documents.

How do you fill in attributes with AI?

Have AI translate your supplier’s specification sheet into bol’s attributes, and check every value.

According to the content page, you fill in the additional attributes as well as the mandatory ones, and well-filled attributes prevent questions from customers afterwards. Give the AI the specification sheet and the list of attributes bol asks for in your category, and ask which values belong to them. For the water bottle these are, for example, capacity, material and whether it is leak-proof. Leave empty whatever is not on the specification sheet. You then enter the values in your seller account, via bol’s content manager or bulk editor.

What do competitors' reviews tell you?

Have AI summarise your competitors' reviews, so you see what buyers complain about.

Suppose the same complaints keep coming back for three competitors: the cap starts leaking and the bottle is hard to clean. Paste the reviews into an AI chat and ask which complaints and compliments come up most often. Check the outcome against a few real reviews. If your cap really does stay shut, that is something to put in your description.

The AI Listing Builder does this analysis automatically for the competitors you choose. How to do it by hand is explained in Finding differentiation through reviews (with AI analysis).

Do you share the product page with others?

If several sellers offer the same item, you share the product page, and according to bol your change is not always visible.

On the page about changing product information, bol writes that a change can take up to 8 hours. If several sellers are active, bol sometimes picks a combination of product information from other sellers, and other partners can change your product information too. On the feedback page in your seller account you see for 28 days what happened to your proposal. According to bol, a short title helps get your title through faster. How such a shared page works further is explained in How do you win the buy box on bol?

What do we know about ChatGPT and the Shophulp?

The makers of AI assistants say little about how they choose products.

Since 15 July 2026, bol has been testing the Shophulp, an AI assistant where customers describe in their own words what they are looking for. The test runs with a very small group of customers. According to bol you do not need to change anything for it, because your range is included automatically, and bol can also show Sponsored Products in the Shophulp. How the Shophulp chooses products, bol does not describe. As a basis, bol mentions strong product information, a good price and reliable delivery.

About ChatGPT, OpenAI writes in its help centre that it chooses products itself based on the question and the context, and that the product results are not ads. For this, ChatGPT uses structured product data from its own and external sources, such as price and product description, and third-party content such as reviews. Whether bol items are among them, OpenAI does not disclose.

Bol names strong product information as the basis, and OpenAI names the product description as one of the data ChatGPT uses. Nothing more is known, so there is no evidence for a separate approach for AI assistants.

How does MarktMentor help with this?

With a separate AI chat, you look up the keywords, their search volume and your competitors' reviews yourself and paste them into your prompt. In MarktMentor, the platform we make, the AI Listing Builder fetches that data for you. You choose your product and up to twenty competitors, and the tool shows the keywords from your category and from those competitors with their search volume, and analyses their reviews. Then you choose a writing style and title length, and the AI writes a title and description that you can edit and copy to bol yourself. What else goes into a listing is explained in How do you optimise your product listing on bol?