Benjamin Franklin once said, ‘The bitterness of poor quality remains long after the sweetness of low price is forgotten.’
The ability to tell a compelling story about your brand is vital to stand out in a highly competitive market.
However, with the limited space available in Amazon listing it could be difficult.
This is the reason Amazon’s A+ Content comes in.
A+ Content lets sellers present captivating brand stories on descriptions of their products that will grab the attention of buyers who are interested in purchasing.
This article will cover all you must be aware of A+ Content such as its advantages as well as how to develop it, and the most effective methods to Improve conversion rates.
Let’s begin!
Here is a quick guide to go through the article:
What is the Amazon A+ Content?
Amazon A+ Content, previously called Enhanced Brand Content (EBC), is a feature that is premium in Seller Central that allows Amazon sellers and vendors to make visually appealing product descriptions. Sellers using A+ Content can add enhanced descriptions of products brands, brand stories, photographs of high-quality lifestyles as well as in-action photos, and more to the listing. This can increase the number of buyers who purchase the listing.
In a normal Amazon selling item, the seller can only add text of 2500 characters in the description, without graphics or images.
However, A+ content can be used by sellers to present their product’s USP (Unique Selling Proposition), features, and benefits, as well as the brand’s story in a way that is engaging.
From this instance, it is clear that A+ Content offers the best method of presenting your products to potential buyers and driving them to convert.
It is important to note that currently, A+ Content is available for purchase. A+ Content service is available for free to Amazon sellers who are registered under the brand.
What are the Eligibility requirements for creating Amazon A+ Content?
Sellers have to first create a brand name on Amazon to benefit from the A+ content.
These are the steps to register a brand with the Amazon Brand Registry:
- Log in to Amazon Brand Registry using your existing Seller and Vendor Central login credentials. If you don’t possess an Amazon account, you can create one at no cost.
Find out more about it in the comprehensive Amazon Seller Central guide.
- The following information is required to enrol a brand
- A brand name that is active trademark registration or pending
- Trademark registration numbers are provided to the Intellectual Property office
- A list of categories for your products (e.g. clothing electronics, sporting goods, etc.)) in which your name must be included.
- After you submit the required details, Amazon will verify the trademark’s ownership. You will then be provided with a confirmation code, which you will need to return the Amazon for them to finish the registration process.
After Amazon has verified the trademark’s information sellers have full access to the trademark registry and can develop A+ related content to their listings.
What is Amazon A+ & (A+) Premium content?
It is possible to consider A content as the premium version of A+ content. At first, it was only available to brand-registered sellers or via Amazon Launchpad. Now, it’s available to sellers registered under brand names as well.
In A+ premium A Plus content, you will find additional interactive modules, larger images, more detailed comparators, and much more than the standard A+ material.
What are the Eligibility requirements for premium Amazon A+ content?
In the past, brands were required to shell out Amazon charges to gain access to Premium content. In August 2022, Amazon announced that all brand’s registered sellers would be able to access A+ content at no cost, in exchange for a promotion provided they meet certain conditions.
The criteria include:
- The seller has to publish an A+ Content and brand Story for the entire ASINs within their catalogue.
- To ensure that the seller complies with Amazon A+ content guidelines sellers must possess at minimum 15 project submissions for A+ Content approved within the last 12 months.
Each month Amazon reviews the qualifications of the brand’s owners to access premium A+ content. If you are eligible you will receive an A+ Content Manager, notifying that you are eligible for access.
Differences between Amazon A+ and Amazon Premium A+ Content
Amazon A+ Content and Amazon Premium A+ Content are powerful tools for sellers to boost their product listings and boost conversions.
There are however a few fundamental differences between these two. These are the most important:
| Feature | An A+ brand story published on the ASIN catalogue and a minimum of 15 A+ content approvals in the past 12 months | Premium A+ Content |
| Availability | Available to all Amazon Brand Registry sellers | Invite-only, paid program for brands using Amazon Vendor Central. However, as of August 2022, all sellers who are registered as Brand Owners are eligible for Premium A+ Content at no additional cost during the promotional offer. |
| Modules | 17 standard modules | 17 standard and 17 interactive modules |
| Modules per page | Up to 5 modules per page | Up to 7 modules per page |
| Videos | No | Yes |
| Clickable Q&A | No | Yes |
| Interactive comparison charts | No | Yes |
| Testimonials | No | Yes |
| Maximum content width | 970 pixels | 1464 pixels |
| Conversion rate potential | 3-10% | 15% |
| Eligibility criteria | None | An A+ brand story published on the ASIN catalog and a minimum of 15 A+ content approvals in the past 12 months |
What are the benefits of Amazon A+ content?
The addition of A+ content to your listings isn’t just helpful for the specific product but for your company overall.
The addition of engaging text and images to your listing will help you distinguish your product from rivals and effectively present your brand’s story to potential customers.
Here are a few benefits of implementing A+ Content for your listing of products:
Grow your conversion rate up to 4%-11%
Amazon claims that A+ Content can increase the conversion rate of a product by 5.6 per cent.
For example, if a basic, non-A+ listing converts 100 out of 1000 visits Switching to the A+ Content list could increase your conversion rate by 5.6 per cent, which means that an additional 50-60 individuals will convert from each 1000 people who visit your site.
This results in greater sales and higher rankings without having to spend more money.
It is important to realize the fact that A+ content isn’t an effective way to gain more conversions from slow-moving ASINs.
However, if you pair it with optimized PPC advertising, the campaign could increase conversions and lower the ACoS.
Appeals to diverse shopper demographics
Customers who visit your listing of products could have different tastes.
Certain people like to go through all the details before buying, while others just skim over the features.
Making use of Amazon A+ Content on the page can allow you to meet the needs of both types of buyers by providing an incredibly flexible and user-friendly layout.
For instance, you could include descriptive information on your listing which enables the most discerning buyers to look through the entire listing and use graphics to make it simple for people to skim through the key aspects.
Through Amazon A+ Content, you can attract different kinds of buyers by presenting your products in a way that is compatible with the style of shopping they prefer.
Promotes improved reviews and customer feedback
A+ Content lets you give a full description of your product, with engaging infographics and images to provide a greater understanding of the capabilities and advantages.
This assists customers in making informed purchase decisions, resulting in greater customer satisfaction and fewer negative reviews or returns.
In addition, when you conduct an effective campaign, you will receive several favourable reviews and feedback from customers about your products.
Learn more about it by reading the How to Get More Product Reviews on Amazon in 2023 blog.
Highlights the unique selling points of your product
A+ content allows sellers to highlight their product’s distinctive selling points (USPs) by emphasising the advantages and features that set them apart from their competition.
For instance, if you are selling an earbud one of your USPs could include:
- Long battery life
- Noise cancellation
- Water resistance
- Comfortable fit
- High-quality sound quality
To show these USPs through A+ content, you can make use of various A+ Content modules for example
- A chart of comparisons shows how your earbud performs than others about battery longevity as well as noise cancellation as well as water resistance.
- An infographic that illustrates how simple it is to connect your earbuds with various gadgets and how they adjust to different environments.
- A gallery of images that show the different designs and colours of your earbuds as well as how they fit comfortably in the ear.
- A text block that explains the science behind your earbuds and how they can provide high-quality sound.
A great illustration of a brand that uses A+ Content as a way to highlight the company’s USPs is Anker Electronic Accessories retailer.
Anker makes use of various A+ Content components for example,
- Banners that explain its mission and brand story
- A chart of comparison that highlights the benefits of each range of products that promote cross-promotion and assist customers in making an informed decision.
- A video that shows how its products work, and helps customers solve their problems
- An image gallery that shows the design and features of the products.
The A+ content modules assist customers in understanding the reason why they should pick Anker rather than other manufacturers, and how the products of Anker can improve their lives.
Improves brand awareness
Brand awareness is the term used to describe customers who are familiar with and recognize the brand. This impacts customer loyalty, word-of-mouth referrals and buying decision-making.
Utilizing A+ content, businesses can inform customers about their products, increase brand loyalty, boost sales and conversion rates and connect with more customers who are interested.
For example, Burt’s Bees, a sustainable brand for personal care, utilizes the A+ brand to show its philosophy of branding, focusing on sustainable practices, natural ingredients and sustainable packaging.
Burt’s Bees’ A+ Content helps to communicate the uniqueness of their brand and reliability and provides customers with the essential information they need to make buying decisions based on their requirements.
How to Enhance Customer Engagement
A+ Content can increase customer satisfaction by offering an interactive and engaging shopping experience that draws and keeps customers.
Through interactive elements such as videos, infographics, or charts of comparison, brands can create an unforgettable and engaging experience that catches the attention of customers and encourages them to make purchases.
For example, Peloton, a fitness equipment manufacturer, utilizes A+ Content, which allows it to highlight the distinctive features of its products with a combination of quality images videos, and photos as well as interactive elements.
The A+ content comprises embedded videos that demonstrate the advantages of their equipment as well as interactive infographics that highlight the benefits to customers.
This strategy offers customers a complete knowledge of the product and provides an engaging and engaging buying experience which keeps customers interested and engaged.
This means that consumers are much more inclined to buy and are more likely to become brand ambassadors.
A Detailed Guide to Crafting Amazon A+ Content for Your Product Listing
After you’ve learned about the advantages associated with A+ content, let’s look at how you can add A+ content to your listings.
- Step 1: Login into Your Seller Central account, and navigate to Advertising A+ Content Manager on the sidebar.
- Step 2: Now Click on the ‘Start creating A+ content.’ button top right side.
- On the next screen, you can select the type of A+ Content you want to create. “Basic” or “Brand Story.” But now the Brand Story feature is only available for the brand-registered users on Amazon.
Brand Story appears first on an index that lists the Brand Story and Basic content so we’ll talk about it first here.
When you visit a product listing, the Brand Story is displayed as a horizontal banner featuring an image background with various modules overlaid on it. It’s important to note that the Brand Story does not replace the product description.
- Step 3: Once you have clicked to select “Brand Story” step 3, after selecting the “Brand Story” option, provide a name in the “Content name” box, and then create a brand carousel backdrop by clicking on the “add background image” button. You can also include an optional headline and text in the text box that is to the left of “Brand Carousel Background.”
- Step 4: After you click on the “add background image” button A new popup will pop up with a request for a primary image of the brand (1464px minimum 625px) as well as the logo (463px 625px min).
- Step 5: Include the images, then choose one of the four modules that you can enhance the story of your brand.
- Store Showcase and Brand ASIN This lets you include links to four-page listing pages of the brand as well as a hyperlink to the Store
- Brand Focus Image Brand Focus Image allows you to include an Image that represents your company’s image and an optional headline or text. No links with other services are necessary in this case.
- Brand Description and Logo The logo and description are similar to the image used for branding focus however, here you have to include a logo for your brand and a short description of the brand.
- Question and Answer for Brands: The module lets users submit up to three questions and answers to the brand’s story.
- To proceed to your next action, press the “Apply ASINs” button on the upper right side of the screen to apply the content of an A+ to an ASIN.
This concludes the process of adding a story about the brand for the listings. Let’s now look at how you can add the essential A+ content to an advertisement.
Step 1: Now start creating basic A+ content, this is the first window you’ll see:
Step 2: Give a name to the content, and then choose the language.
Step 3: Choose the modules you would like to include in your A+ Content. It is only possible to add 5 modules to the A+ content. There are however 17 modules you can choose from. The modules are created to assist sellers present their goods differently and offer more information for potential buyers.
- Standard Company Logo: This module allows sellers to include the logo of their company in their A+-related content.
- Standard Comparison Chart is thought to be the most effective module which allows sellers to connect up to six ASINs and build tables to show the differences.
- Standard Four-Image Text: This program shows up to four images with text, but it doesn’t support hyperlinks to products.
- The Standard Fourth Image Text/Quadrant Like the 3rd module, however, it is arranged as a 2×2 matrix.
- Standard Image and light text overlay: Buyers may include an image that has a title and overlay of text. One text can be a light overlay and the other text is clear.
- Standard Image and Dark Text Overlay The same with the five modules however, it has a dark overlay of text.
- A standard header that has text allows for a large image, a short headline/logan up of 150 characters as well as descriptive text that can be up to 6000 characters.
- Standard Multiple Images Module A: Provides an image with a large size and four sub-images each with a caption and a descriptive text.
- Standard Product Description Text: The module can accommodate as many as 6000 characters using bullets and spaces.
- Standard Single Image and Highlights This module lets you have an image to be displayed on the left, with the Headline and Subheadline to the right and three text blocks that are differing lengths, bullet points as well as an unlimited amount of 100-character bullet point text under a different Headline.
- Standard Single Image and Sidebar: It’s like the 10th module, however, it can accommodate as much as 500 characters of text to be displayed in the centre column and a tiny image on the right.
- The Standard Single Image left and right: Provides images to be placed on either side with a Headline as well as a Subheadline on the left or right and a headline with at least 160 characters and a body text that can be up to 1000 characters.
- Standard Technical Specifications allow users to include tables of as many as 16 rows. In this table, you can provide the technical specifications of the product with a minimum of 30 characters, and provide definitions of less than 500 characters. Hyperlinking is not permitted here.
- Standard Text: This easy module can be used to create an article with a headline that can be as little as 160 characters and as much as 5000 characters. It is suggested to think about the reader’s experience and avoid making long paragraphs.
- Normal Three Image and Text As with the other four image text modules, this one lets you use up to 160 characters of headlines as well as the possibility of up to 1,000 characters in text per image. It has three images that can be used to promote the products or services.
Step 4: Once you’ve completed all five of the modules you need to click the “Apply ASINs” button on the upper right side of your screen to apply the ASIN’s A+ contents.
Step 5: Then now it is time to send your A+ content to be approved. The approval process could take as long as 7 days. If an error is found on A+ content, there is a chance to correct it. And content it is necessary to correct it before submitting the content to be approved.
Best Practices for A+ Content Creation
To make sure you are sure that the A+ content is of the highest quality ensure that you follow the following guidelines before you submit it:
- Do not repeat text over and over again in A+ content.
- Make use of your Brand ASIN and Store Showcase module of Brand Story and the Standard Comparison chart in Enhanced Content to connect at least 10 ASINs to your listing.
- Look for spelling, typos grammar, and mistakes to ensure professional appearance.
- Make sure you invest in quality images and graphics which show the product.
- Do not try to violate Amazon A+ content guidelines by offering incentives to reviewers or providing contact details.
- Be aware that consumers prefer to buy on Amazon Therefore, concentrate on promoting your product in line with Amazon’s guidelines.
Optimizing Amazon A+ Content for Ultimate Conversion
Simply producing A+ content isn’t enough. You must employ a variety of strategies to optimize your A+ content and increase the number of conversions. Here are a few of them:
Simplify Product Characteristics for Better Understanding
Some products are not basic. Certain products are multi-functional and address the needs of the consumers, like electronic appliances, home appliances, gadgets, etc.
If you’re selling these products your customers might not comprehend the technical terminology.
Use this A+ and the content section to describe complex features to clients in an easy-to-understand manner.
Review Your Content for Errors Before Submission
As stated previously, Amazon takes up to 7 days to review your content. But, generally, they approve much faster than the other sites. So, ensure you proofread your content before submitting it. If, for any reason, the A+ webpage is released and, the page is later discovered that it has an error in the grammar it is necessary to submit the page a second time. The result is that the error is live for one week.
Include Keywords in Your Alt Text
Amazon does not index keywords within A+ content.
Yet, Google indexes these keywords.
Include relevant keywords in the A+ alt text for content to make sure it is visible within Google Search results, which will bring more traffic to the site.
Address Frequently Asked Customer Questions in Your A+ Content
A+ content typically aids shoppers in making data-driven purchase decisions.
Another way to achieve this is to identify the most frequently asked customer concerns and provide them with your A+ website.
If you’re using the premium A+ content, you could also include a FAQ section on the page which not only focuses on the product features but also provides answers to the most frequently asked questions regarding the product. It can be dialed up customer engagement which increases the likelihood of receiving and improves the chances of receiving.
Distinguish Yourself from Competitors
In the business world of sales, it’s not enough to speak about your product and services – you must show your USP to differentiate yourself from your competition.
This is the point where A+ Content can be of great help. With the help of A+ Content, you will have all the tools needed to show your product USP to customers, thereby distinguishing yourself from the competition.
Consider it this way If you were to buy a vehicle then would you select the car based upon the information provided by the dealer? or would you go to test drive the vehicle, feel the car first, and then choose?
Most likely, you’d choose the second option.
Shoppers use the same reasoning when they make purchasing decisions.
If a customer is browsing through an item, and they can see your competitor’s descriptions of their offerings in boring 5 bullet points, and you’re employing A+ based content to emphasize your product’s strengths and advantages, which company do you think your customers are most likely to purchase from?
Naturally, they’ll be drawn to your product instead of your competition.
Incorporate Storytelling into Your A+ Content
Are you looking to increase conversions from your A+-related content?
Make use of the power of storytelling in the content that you have created to give life to your brand’s image and stand out in a sea of competitors.
It’s more of an item. It is a distinct character and values. Storytelling with A+ Content enables you to present the personal side of your brand by making it more relatable and establishing a stronger connection with your target audience.
Research conducted by Headstream shows that when people are interested in a brand’s story 55% tend to buy the item from the brand shortly and 44% will spread the story with others, as well as 15% of customers will purchase the item immediately.
Through creating a brand’s story by creating a brand story, you can turn your customers into a fan base who will probably keep coming again.
How to Evaluate Amazon A+ Content Performance?
As of now, you have the majority of what you need to learn about A+ Content.
Now is the moment to experiment with various A+ Content strategies to determine which one works best for your product. Here’s how:
Monitor the ‘Unit Session Percentage’ and session data
It is the “Unit Session Percentage” metric that can be calculated by subdividing the number of units sold within certain time frames (i.e. session) with the number of visitors who visited your website in the same time frame.
It aids sellers in understanding how well their listing converts potential buyers into buyers.
The number of units sold or the number of sessions = Percentage of unit sessions
These metrics can be found within the Seller Central area by clicking Reports and Business Report Detail Pages Sales and traffic by child item – Choose the item you want to analyze.
Keep track of these metrics continuously for about 2-4 weeks to determine the changes in the unit session’s percentage.
If the percentage of unit sessions rises, it means the A+ material is working well.
But, if that’s not the case, you’ll require optimizing the A+ content to boost conversions. There may be a reason for it. the problem with A+ content. review your listings and reviews to determine if there are any potential issues with your product.
Be aware that achieving important results could require time, so it’s crucial to stay perseverant.
Utilize the ‘Manage Your Experiment’ feature for A/B testing A+ Content
Amazon offers a “Manage Your Experiment” feature to allow brand-registered sellers as well as sellers to test A/B the A+ content they offer.
If you utilize this feature Amazon creates a safe atmosphere and separates your customers into distinct groups.
Whichever device they are using, users will only be able to view an A+ Content version.
When a significant number of buyers use the A+ Content version A+ Content, you can visit Analytics to find out which A+ Content version is converting well for your particular product.
Note: Recommended time for testing is between 8 and 10 weeks.
Step-by-step guide to setting up A/B testing for A+ Content
- Step 1: Log into Your Seller Central account, and select Advertising Content Manager A+ on the sidebar.
- Step 2: You’ll get an A/B Test notification. Select “Learn more about A/B Testing,” and then click “Create A/B Test.”
- Step 3: Hit the “Select a reference ASIN” button to choose the ASIN that you would like to conduct your experiment.
- Step 4: Create a descriptive test name along with a description, length, and date for the start and end of the A/B test. You may also provide an alternative hypothesis about the information you want to gain through the exam. examples:
- The module includes a comparison chart for the A+ content to help drive more sales.
- With more images and less text to increase conversions because people prefer images
- Step 6: Then, send your A/B test. The B content will be subject to the process of moderation, which can take up to seven days. Once the content is approved the test will commence within 24 hours of the beginning date.
- Step 5: Choose the content of the test A or B. For each test A+ content, you must adhere to the following guidelines:
- The content has to be before being approved
- Should be connected to the ASIN
- Does not belong to the current testing of A/B.
Does Amazon A+ content index?
Amazon states that its search engine doesn’t search for A+ Content. It does not index A+ Content, and it does not affect your product’s rankings or visibility.
However, some sources suggest that Amazon indexes the keywords contained in alt text within the A+ content. You can try it yourself. Include any other language-specific keywords in your alt-text of A+ content and Amazon will begin indexing the keywords within 48 hours.
Does Amazon A+ content impact your SEO?
The answer is no, Amazon A+ Content doesn’t affect your search engine optimization directly. However, it does improve your SEO by boosting your conversion rate, decreasing the bounce rate as well as encouraging reviews and ratings.
Is it possible to include a video in A+ content?
It is possible to upload a video within A+ Content with high-quality A+ Content. But, it’s crucial to keep in mind that some marketplaces do not allow videos. If you’re selling products in the USA and you are a seller in the USA, you can easily utilize videos in A+ quality content.
Is it possible to make changes to A+ content after it’s been published
Yes, you can modify A+ content after it’s published on the A+ Content Manager dashboard of the central seller account.
You will need to submit the updated A+ content to be approved It can take up seven to seven business days for the changes to be reflected on the product’s detail page.
Final thoughts
Amazon A+ content is an excellent way to increase the efficiency of your product’s conversion. However,
It could require an upfront investment of time and cash.
If you consider the ROI, then that investment is worth it in terms of your brand’s long-term expansion.
So, if you’re a brand registered seller make use of A+’s content and expand your business in a multi-fold way.
You can take it one step further by joining together with the AmazonBacker Listing Optimization Services to build high-converting, visually appealing listings that have A+ content.
Our experience of increasing the organic reach of 83% on numerous famous brands. We can do the same for you.
Let’s Make a quick phone call to discuss ways we can assist you in achieving your business objectives.
