If you’ve been selling on Amazon for a while, you must have known Amazon A+ Content. It is a tool that lets sellers tell compelling brand stories within product descriptions, which helps attract more potential customers.
But to make out the most of it, you need more than a simple definition. That’s why I’m about to walk you through everything about A+ Content – its advantages, how to make it, and tips to leverage this tool successfully.
Here’s my brief for the topic:
- What is A+ Content on Amazon and how to create?
- What are the benefits of Amazon A+ content?
- Tips for creating captivating Amazon A+ content
- How to test Amazon A+ content?
- 5 examples to get inspired
Let’s kick it!
What is Amazon A+ Content?
Starting with the first section – What is Amazon A+ Content? Pay close attention because you will now discover:
- Its concept
- 3 types of A+ Content: Basic, Brand Story, and Premium.
What is A plus content on Amazon?
Amazon A+ Content, previously known as Amazon Enhanced Brand Content (EBC), is a product listing description that enables sellers to narrate their brand’s story through enhanced image and video features. Sellers can leverage this content function to enhance product descriptions of their branded ASINs.
By leveraging A+ Content, you can give your customers in-depth features of your items like providing:
- Technical specifications;
- Comparative product information;
- Additional rich content like images and videos;
- Product setup details.
Additionally, you can conduct A/B tests to optimize for conversions using our Manage Your Experiments tool.
Types of Amazon A+ Content
There are three main types of A+ Content for Amazon. Below are detailed explanations for each of them.
Basic A+ Content
Every Amazon seller with a Professional selling plan who is enrolled in the Brand Registry has access to Basic A+ Content. For each ASIN, you can incorporate up to five Basic Amazon A+ Content modules. Select from a range of templates to craft content tailored to your requirements, adding elements such as:
- Text
- Images
- Your brand logo
- Comparison charts
- Technical specification charts
Certain layouts feature multiple images and a single text block, or vice versa. For instance, you have the option to merge text-only templates and image-based templates, creating well-balanced combinations. This allows you to communicate both product features and benefits, providing customers with a comprehensive understanding of your offerings.
Brand Story
You can craft Amazon A+ Content with a Brand Story, a specialized section found on the product detail page under the heading “From the brand.”
Brand Story can showcase:
- Images and text
- Carousel displays
- Links to your offerings and the Amazon storefront
The Brand Story section offers you the chance to cross-promote your other offerings, increase consumer awareness of your brand, or even do both. Plus, you can use it to boost your brand’s visibility on the product detail page. For instance, you can share the backstory of your brand and its mission.
Premium A+ Content
If you’re a registered brand that meets certain criteria, you can get access to Premium A+ Content. Check your account to see if you qualify.
Amazon Premium A+ Content offers greater control over your product page. It leads to the creation of a superior customer experience. It allows the use of up to seven modules per ASIN and occupies more space on the listing page than Basic A+ Content.
Premium Amazon A+ Content opens up various module choices. Here are some typical Amazon A+ Content examples:
- Larger images – Display visuals that stretch across the entire width of the page.
- Videos – Integrate 720p videos to capture customer interest.
- Interactive hotspots – Overlay descriptive text on different areas of an image. Customers can hover over these hotspots to see pop-up text highlighting key product benefits.
- Navigation carousels – Provide an interactive presentation where customers can scroll or click through multiple images to explore different product features.
- Q&A sections – Address frequently asked questions with detailed answers, assisting customers in making informed decisions.
- Enhanced comparison charts and tables – Offer customers a comprehensive view of product attributes for better understanding.
Companies that leverage Amazon Premium a+ Content might experience a sales boost of up to 20%.
How to Create A+ Content on Amazon?
Amazon A+ Content service is available for all brand-registered sellers. However, to create Amazon A+ Content, there are specific rules you need to adhere to. Below is a breakdown of the guidelines and a step-by-step how-to guide on creating A+ Content.
What are Amazon A+ Content guidelines and restrictions?
For a seamless experience and to quickly showcase A+ Content to customers, make sure you understand the Amazon A+ Content guidelines. Check out these dos and don’ts!
The Dos:
- Provide evidence for awards or endorsements with certifying body and year.
- Ensure necessary rights for images, videos, and text.
The Don’ts:
- Entitle statements like “best-selling” or “top-rated” in text or images.
- Include warranty or guarantee info in text.
- Include pricing, promotional details, QR codes, hyperlinks, etc.
- Use low-resolution or animated images.
- Refer to or compare products with competitors.
You should also check updates in Seller Central regarding any changes to guidelines. This will help ensure that the A+ Content you create is both compliant and effective.
How to add A+ Content in Amazon?
Now that you’ve learned about the benefits of Amazon A+ Content let’s see how to add the A+ content to your listing.
Step 1: Log in to your Seller Central account, and head to Advertising → A+ Content Manager in the sidebar.
Step 2: Hit the ‘Start creating A+ Content‘ button.
On the following page, choose the type of Amazon A+ Content you wish to create – either Basic, Brand Story, or Premium. You have the option to include both on the A+ content if desired.
Step 3: Once you click on any option, provide a name in the Content name box and select the desired language.
Step 4: Next, click Add Module and select any Amazon A+ Content module you want. You can include up to seven modules for your A+ content.
Step 5: Then, select the Apply ASINs button located in the top right corner to associate the A+ content with a specific ASIN.
Step 6: After you’re done, click review and submit it for approval.
To guarantee the quality of your Amazon A+ Content, follow these best practices before submission:
- Avoid unnecessary repetition of text in your A+ content.
- Thoroughly check for typos, spelling, grammar, and consistency errors to maintain a professional appearance.
- Invest in producing high-quality graphics and product photographs that effectively showcase the product.
- Do not violate Amazon A+ content guidelines by attempting to incentivize reviews or providing contact information.
Keep in mind that buyers prefer purchasing from Amazon, so concentrate on promoting your product while staying within Amazon’s guidelines.
What are the Benefits of Amazon A+ Content?
Incorporating A+ content into your listing doesn’t just benefit a single product. It enhances your entire brand. Below are some main benefits of creating Amazon A+ Content for your product listings:
1. Boost your conversion rates
Amazon states that A+ Content can boost a product’s conversion rate by 5.6%. That leads to increased sales and improved ranking without additional spending. It’s essential to note that Amazon A+ Content isn’t a quick fix for low-performing ASINs. However, when coupled with a well-optimized PPC campaign, it can indeed enhance conversions and decrease the Advertising Cost of Sales (ACoS).
Do you want to scale up your business to drive more sales? Selling on multi-channels is never out of date. If you want to integrate your Amazon store with other marketplaces or platforms, we have detailed guides for you:
2. Target different types of shoppers
Many customers will visit your product listing, and they may have distinct preferences. Some prefer a detailed review before buying, while others prefer quickly scanning through features. Employing Amazon A+ Content in your listing allows you to accommodate both types of customers with a flexible and easily digestible layout.
For instance, you can include descriptive text for meticulous shoppers to explore all features and use graphics to assist skimmers in identifying key features.
3. Display your product’s unique selling propositions
Amazon A+ Content empowers sellers to spotlight their product’s Unique Selling Propositions (USPs). It helps emphasize the main features that set them apart from competitors. To illustrate these USPs through A+ content, consider utilizing various A+ content modules, including:
- Comparison Chart: Display outstanding features through a comparison chart.
- Infographic: Showcase how your products can be effectively used.
- Image Gallery: Highlight various colors and designs of your products.
- Text Block: Explain the technology or procedure behind your products.
4. Reduce returns and negative reviews
Amazon A+ Content provides a chance to delve into greater detail about your product. Incorporating images and infographics in your description enhances customers’ understanding of the following:
- What your product is;
- How it functions;
- What advantages it offers
By offering specific features, benefits, and specifications, you contribute to customers’ making more informed purchasing decisions. It leads to lowering the likelihood of returns and negative reviews.
7 Tips for creating a captivating Amazon A+ Content
Since you’ve learned about the Amazon A+ Content, curious about how you can leverage the most of it? I’ll reveal my tried-and-true practices during my experience with this Amazon tool just now!
1. Maintain a mix of text and images
Images grab attention, while texts provide the context that can make the difference between making a sale or not. When combined in Amazon A+ Content, text and images strengthen each other. So, employ a blend of engaging text and high-quality visuals to convey the unique selling points of your products. Here are some strategies to consider:
Text:
- Keep your copy short, concise, and free of grammatical errors.
- Be descriptive, and use bullet points to make the text easy to scan.
Photos:
- Include professional product photos and lifestyle imagery showcasing products in action.
- Ensure photos are clear, well-lit, and visually appealing.
- Display the product from various angles and use models to demonstrate items like clothing and accessories.
2. Break down product features into easy-to-digest content
Certain products, like home appliances or electronic gadgets, are not always straightforward to use. They often have multiple functions and address various customer needs. In such cases, customers may struggle with technical terminology. Amazon A+ Content provides an excellent opportunity to simplify complex functionalities in a user-friendly format. That makes it easier for customers to comprehend.
3. Create comparison charts
The comparison chart of Amazon A+ Content template provides a chance to showcase crucial product details. It not only lets you highlight the specifics of the product but also showcases other items in your inventory. This function can be used to suggest additional products to customers, serving as a tool for cross-selling or upselling. Both Basic A+ Content and Premium A+ Content provide the capability to create these comparison chart modules.
4. Use videos to grab attention (Premium)
Video modules are crucial in helping customers understand the look, feel, and functionality of products. Studies show that:
- 96.3% of consumers find videos crucial for product research.
- Those who interact with videos are 3.6 times more likely to make a purchase compared to those who don’t.
Investing in professional video for Amazon A+ Content is beneficial. This is because they can display products dynamically and explain details that may be difficult to convey through just images and text.
5. Share your brand story for a lasting impact
Storytelling is a potent marketing strategy. You can use the Brand Story feature in Amazon A+ Content to engage your audience and establish an emotional connection. That helps foster brand loyalty. Here are a few ideas:
- Share the narrative behind your brand, encompassing its origins, values, and mission.
- Emphasize how a product has positively affected lives or addressed a particular issue.
- Create a brand story that resonates with your audience.
6. Incorporate keywords in your alt text
While Amazon doesn’t index keywords within the Amazon A+ Content, it’s noteworthy that Google does index them. To enhance visibility in Google Search results and potentially attract external traffic to your listing, incorporate relevant keywords in the A+ content’s alt text.
Leverage SEO Practices for Your Amazon Listings!
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7. Address potential concerns with Q&A sections (Premium)
Offering clear and helpful answers to FAQs aids customers in making informed purchase decisions and decreases the likelihood of returns.
An effective approach to creating Q&A sections in your Amazon A+ Content involves reviewing customer feedback and product features, usage, compatibility, or any other pertinent concerns. Subsequently, provide answers to alleviate doubts and resolve issues that customers may have.
How to Test Amazon A+ Content?
Amazon provides the “Manage Experiment” feature. It allows brand-registered sellers to perform A/B testing on their Amazon A+ Content. This feature establishes a controlled environment, classifying your product visitors into distinct groups. After that, you can visit the analytics page to assess which A+ content version performs well for your product.
Note: It is recommended to conduct the A/B testing over a period of 8-10 weeks.
Here is how:
Step 1: Log in to your Seller Central account, and head to Brand → Manage Experiment.
Step 2: Select A+ Content.
Step 3: Choose Select a reference ASIN and pick the ASIN you want to start testing.
Step 4: Generate an alternative version of the content (Version B) and initiate the experiment. You can add another title and description, specify the duration of the A/B testing, and set the start and end dates. Additionally, you can include an optional hypothesis outlining what you aim to discover through the test. For instance:
- Adding a comparison chart module into the A+ content to boost sales.
- Adding more images and reducing text to enhance conversion, considering the preference for visual content among individuals.
Step 5: Choose the A and B content for the test. For each A+ content in the test, adhere to the following criteria:
- Ensure that the content for both A and B has been previously approved.
- Associate the content with the relevant ASIN.
- Confirm that the content is not currently involved in any ongoing A/B testing.
Step 6: Finally, submit your A/B test. You can choose to test each content version in 2 weeks and then compare the results.
5 Amazon A+ Content Examples to Get Inspired
Here are some examples of Amazon A+ Content, which can help you comprehend it better.
1. Casper
What they’re good at creating Amazon A+ Content:
- Create a very neat design.
- Highlight the perks rather than technical details, making you feel like lounging on the mattress.
- Use plenty of open space, keeping things neat and clear.
2. Ring Video Doorbell
What they’re good at creating Amazon A+ Content:
- Really focus on the advantage of “Seeing who’s there.”
- Keep it clean and straightforward.
- Avoid any confusing messages.
3. Gerber Mealtime
What they’re good at creating Amazon A+ Content:
- Have a great choice of colors and shapes.
- Soften the edges of harsh rectangles with colors, close-up images, and adorable baby faces.
- Guide the shopper through images with arrows, directing attention effectively.
4. Scotch Magic Tape
What they’re good at creating Amazon A+ Content:
- Coordinates products with color.
- Highlights benefits in just one word.
- Has a post-it look, creating a sense of familiarity within their brand.
5. Takeya Deluxe Coffee Maker
What they’re good at creating Amazon A+ Content:
- Maintain consistency and harmony with two main colors.
- Showcase a lifestyle image illustrating the ultimate benefit.
- Include a 3D product image demonstrating why it stands out from the competition.
A+ Content for Amazon: FAQs
Absolutely, Amazon A+ Content is worth it. It gives sellers a competitive advantage in a marketplace filled with numerous product listings. A+ Content proves effective in grabbing shoppers’ attention through the display of large, high-definition images and videos that provide detailed explanations of the product. Moreover, the format of A+ Content, with its combination of prominent images and text, makes it naturally easier for shoppers to quickly scan and comprehend. By using Amazon A+ Conten for your listing, you can: Creating and publishing Amazon A+ Content is free of charge. If you’re a seller enrolled in the Amazon Brand Registry program, you can use the A+ Content Manager tool to create and publish your A+ content easily. Certainly, you can edit Amazon A+ Content after it has been published through the A+ Content Manager dashboard in your Seller Central account. However, keep in mind that you must resubmit the updated A+ Content for approval. It might take up to seven business days for the changes to be reflected on your product detail page. While Amazon officially states that its search engine does not index Amazon A+ Content and that it does not impact a product’s ranking or visibility. However, Amazon might index keywords present in alt texts within A+ Content.
Get Started with A+ Content for Amazon Now
Amazon A+ Content is a valuable tool to enhance your product’s conversion rate. While it may demand an initial investment of time and money, the return on investment (ROI) makes it worthwhile for the long term. If you’re a brand-registered seller, leveraging A+ content can significantly contribute to multiplying your business.
For more tips and guides on selling on the Amazon marketplace, check our eCommerce blog now. If you need further support or have questions, don’t hesitate to contact us. LitCommerce offers 24/7 live chat support, providing real-time assistance from our dedicated team.