How Amazon A+ Content can Transform your Online Store
With the number of sellers on Amazon now exceeding 2.4 million, Amazon has become more crowded than ever. To stand apart from the competition, many sellers spend their time tweaking titles and crafting copy. But, for brand owners, there’s a much more effective way to stand out. It’s called Amazon A+ Content.
What is Amazon A+ Content?
Amazon A+ Content allows brands to add enhanced content to the product description section of their product listings. They can choose from a variety of layouts and then add visually appealing images and graphics.
Originally known as Amazon Enhanced Brand Content or EBC, Amazon introduced this feature back in 2016 to help brands showcase their products. Prior to this, brands had very few opportunities to distinguish themselves from other sellers.
Without Amazon A+ Content, your product descriptions can only feature plain text copy. So you can’t effectively grab the attention of shoppers.
Brands using Amazon A+ Content, on the other hand, can create eye-catching, on-brand product descriptions that persuade people to buy a product.
What are the benefits of Amazon A+ Content?
It can take some time to create Amazon A+ Content for all your listings. But when done right, it’s worth the effort because you’ll benefit from valuable perks, including:
1. Higher conversion rates
Over three months in 2018, Amazon analysed the performance of 173,000 ASINs in the US. The results of this internal research showed that Amazon A+ Content increases sales by an average of 5%.
Your results will depend on the design and quality of the product description you create. But if you do a good job, it can really pay off. Some agencies have reported seeing conversion rates increase by as much as 30%.
2. Better customer experiences
These premium product descriptions are more appealing, but they’re also more informative. There’s room to address FAQs and demonstrate use cases through images.
This can reassure shoppers and reduce cart abandonment. But it also means that they’re more likely to be happy with their purchase. If your product description sets out clear and accurate expectations, you’ll see fewer returns and more positive customer reviews.
3. A consistent brand experience
Companies concerned with branding can use Amazon Storefronts alongside Amazon A+ Content to create consistency across all selling platforms.
Customers who already know your brand will convert when they recognise your listings. While new customers who discover you through Amazon are more likely to remember your brand, paving the way for repeat purchases.
4. Mobile optimisation
On mobile devices, Amazon cuts short the product description and shoppers need to click in if they want to read more. But with Amazon A+ content, your listing is automatically optimised for mobile devices. Visitors will see your entire product description without needing to click through.
This creates a better user experience, meaning visitors will stay on your listing longer and are more likely to make a purchase.
With more than half of e-commerce sales expected to take place on mobile devices in 2021, this is becoming an increasingly important benefit.
5. Better ad returns
Amazon has ads, deals and coupons to help sellers gain more visibility on the marketplace. And it recommends pairing Amazon A+ Content with these discoverability tools to increase conversions and improve ROI.
So if you have an upcoming product promotion, make sure the listing’s description is optimised with premium content before going live. (You can download our Amazon advertising playbook for further campaign tips too.)
Is Amazon A+ Content Indexed?
A+ Content isn’t indexed by Amazon in the same way that ordinary product descriptions are. So make sure to include keywords in other parts of your listing.
However, the information and images included in your Amazon A+ Content are indexed by Google. This means it can appear in Google search results, so it’s still worth optimising your content for search.
Amazon A+ Content Requirements
A+ Content is only available to sellers and vendors who are approved members of the Amazon Brand Registry. To join, you need to own an active registered trademark for your brand.
A+ Content is also available to emerging brands who are taking part in Amazon programmes, like Launchpad and Amazon Exclusives, which help startups and sellers launch their own products.
If you’re part of the Amazon Brand Registry, you’ll only be able to add premium content to products that are part of your approved brand catalogue.
Amazon Premium A+ Content
Amazon also offers an even better content feature called Premium A+ Content or A++ content. This is only for the biggest brands and vendors out there – and only those who receive an invite from Amazon can gain access.
A++ Content is quite similar A+ Content but it offers even more ways for brands to enhance their product descriptions. They can include HD videos, for example.
Premium A+ Content provides an even better way to share information about your products. It’s especially useful to brands who sell high-tech, feature-laden products. But it comes with a hefty price tag.
What’s the difference between Amazon A+ and A++ Content?
The biggest difference between A+ Content and Premium A+ Content is the cost. The former is completely free, while the latter can cost hundreds of thousands of dollars. (The exact price varies from brand to brand.)
|A+ Content||A++ Content|
|Available to members of the Amazon Brand Registry||Available by invite only|
|Access to basic content modules, such as images and logos||Access to basic and interactive content types, including videos and testimonials|
|Use up to five modules per product description||Use more than five modules in a product description|
|Content width cannot be altered||Content can be expanded across the full width of the page|
Should your brand use Premium Amazon A+?
So, if you get an invite and if you can afford it, should your brand take advantage of Amazon’s exclusive A++ Content?
Well, it does provide extra modules which can really make your content stand out. Beyond HD video, there are carousels, clickable Q&As, full-width images, testimonial features and interactive product comparison charts.
Plus, Amazon says brands that use A++ Content can see their conversion rates increase by 15%. Based on this estimate, brands can do the math and figure out how much they stand to gain by upgrading. After this, they can contact Amazon.
The cost of Premium Amazon A+ isn’t set. Instead, a bespoke price is agreed between Amazon and each individual brand. Reportedly, pricing can range anywhere from $200,000 through to $500,000. If your eCommerce marketing budget can cover this kind of cost, it’s definitely an option worth exploring.
It’s also important to remember that brands which sell complex, high-tech products stand to gain the most from this feature. Although visually appealing products and lifestyle brands can benefit too.
Amazon Premium A+ examples
If you take a closer look at this product listing from Fitbit, you’ll see that it uses premium features like carousels, HD video and clickable comparison tables to clearly communicate its smartwatch specifications. The brand applies full-width imagery to create an immersive experience for shoppers too.
This listing from Sony is also worth checking out. It includes an example of the clickable Q&A feature, as well as more carousel content and full-width imagery.
How to add Amazon A+ Content
Step 1: Sign into your account
Log into your Amazon Seller Central account. (Vendors can go to Amazon Vendor Central instead.)
Once you’re part of the Amazon Brand Registry, you’ll find the A+ Content Manager under the advertising tab.
2. Choose an ASIN or product name
You can search and select the product you want to create A+ Content for. Or, alternatively, you can choose to ‘Start creating A+ Content’ and assign it to a product later on.
If you’re not sure where to start, Amazon will recommend the high traffic listings that will benefit most from premium content. Updating the descriptions of products which are complicated or frequently returned would be wise too.
3. Enter some basic details
Here, you just need to follow the on-screen prompts. You’ll be asked to name your content and choose a language.
4. Select your layout
You can add up to five content modules to each product description, as well as a logo and a basic text description. You can see all the module options in the chart below.
If you sell different varieties of the same item, you could use a comparison chart to help customers figure out which one is best for them. Or if you have a visually appealing product, you could take advantage of the four-image highlights module.
Amazon will also suggest modules for you to use based on the categories your products are in.
5. Add your content
Now, you can add text and images.
Make sure photos are high resolution so shoppers can zoom in. If you add text overlay to any of your images, make sure it’s visible on mobile devices. This is one of the most common reasons why Amazon rejects A+ Content submissions.
It’s also worth noting that every image you upload needs to have alt text to accompany it.
6. Preview and submit
You can preview how your product description will look on both desktop and mobile devices. Once you’re happy with its appearance, you can then submit your design for approval.
You can submit up to 20 pieces of A+ Content at a time and you’ll usually hear back from Amazon within two weeks.
7. Improving your A+ Content
If approved, your listing will be updated within 24 hours. Otherwise, Amazon will ask you to review your submission.
Amazon will reject A+ Content if it includes warranty details, shipping information or unsubstantiated claims. It doesn’t allow promotional language, including words like cheap or free, either. So make sure you’re familiar with all Amazon’s guidelines. Going forward, you can also use the ‘Manage your Experiments’ feature to A/B test different layouts, images and copy.
Best practices for Amazon A+ Content
As well as adhering to Amazon’s rules, here are some simple tips to help you create great A+ Content.
1. Create content that converts
Amazon A+ Content provides brands with higher levels of engagement, as well as more space to communicate their message. So use it wisely.
Rather than following the same template for each product, create diverse descriptions that speak directly to the target persona of each product.
Make sure to highlight the Unique Selling Point of each item. You could also consider telling a story by highlighting customer pain points and then presenting your product as a clear solution.
2. Make your description easy to scan
Telling a story about your brand doesn’t mean a product description has to be long. In fact, you should keep it as concise as possible.
A picture is worth a thousand words, so use images to communicate the feel of your brand, as well as the benefits of your product. Make sure to use eye-catching icons and headings to highlight key information too. This allows shoppers to see the most important points as they skim your listing. You can then add additional text for those who need more in-depth details.
3. Take a look at your customer reviews
Reading customer reviews is a great way to get inspiration for your product descriptions.
Customer feedback can highlight extra product benefits and uses that you might not have considered before. Negative reviews can help you figure out what information is missing too.
Once you’ve perfected your product description using customer reviews, as well as Amazon’s ‘Manage your Experiments’ feature, you can start driving traffic to your listing with sponsored ads.