How are you telling your brand story?
If you’re a registered brand on Amazon, Amazon A+ Content provides a fantastic opportunity to present your brand and your products your way.
Free and unlimited for both vendors and sellers, Amazon A+ Content is one of the most effective ways to increase traffic and sales — and to cross-promote your other products.
A+ Content is Amazon’s way of letting you enhance your product descriptions and page details with:
- high definition videos
- enhanced images
- comparison charts
- robust FAQs
- and more.
These details allow you to showcase your brand and better convey the value of your products to help customers make informed buying decisions and give consumers a more sophisticated shopping experience.
According to Amazon, only vendors and/or sellers who are either approved through the Amazon Brand Registry program or a part of specific programs such as Amazon Launchpad and Amazon Exclusives can use A+ Content.
If this applies to you, you can add A+ Content to any product within your approved brand catalogue. And you can get that enhanced content set up in as little as 15 minutes.
A note on Premium A+ Content: It’s important to note that Amazon’s free A+ Content is completely different from Premium A+ Content, also known as A++ Content. The latter is an invite-only option that involves a fee and gives brands access to even more modules, such as interactive images, slider galleries and video loops. While A++ Content can be a great option for very large brands and feature-heavy products, A+ Content will work well for the majority of Amazon Standard Identification Numbers (ASINs).
What A+ Content guidelines should you follow?
Start by manually selecting which products you want to enhance. While all ASINs can benefit from A+ Content, there is some groundwork involved. You’ll want to be sure the time and resources you put into creating extra content are likely to result in higher sales and revenue.
If you’re having a hard time selecting ASINs, start with your top sellers. Other excellent candidates for A+ Content include products that tell a strong brand story or tend to sell at premium prices, as well as the items you’re already driving traffic to through seasonal campaigns and promotions.
Brand-registered Amazon Sellers have access to an A+ Content Manager that provides recommendations on which SKUs to prioritise adding A+ Content. These are ranked in order of priority based on a variety of factors by Amazon to potentially increase your sales and discoverability.
You’ll have two options to choose from: Self-Service or the Amazon Builds for You module. When using the Self-Service option — ChannelAdvisor recommends this option for most ASINs — you can use up to five different design modules per product page. There are 12 different basic modules to choose from, so play around with the different modules to figure out what will work best for the specific product.
When crafting your A+ Content, we recommend:
- Making the content easy to scan. Use subheadings, short paragraphs, bolding and other formatting options that will make it easy for consumers to understand the biggest benefits of your product at a glance.
- Combining text and images. When describing a key feature or selling point, accompany that text with a relevant image — and vice versa.
- Using consumer feedback for inspiration. If your customers regularly compliment you on a particular product feature, highlight it in comparison charts or descriptions.
- Avoiding content errors. This goes beyond typos and can include the use of special characters and symbols (including trademarks), hyperlinks and incorrect image sizes based on the selected module.
With the increase of online shoppers starting their product searches on Amazon, optimising your product detail pages should be a key focus. Adding A+ Content to your listings provides a better buyer experience, increases customer engagement, distinguishes yourself from the competition and boosts conversion and sales.
Looking for more Amazon advice? Rely on the Amazon Experts.
Acting as an extension of your internal team, ChannelAdvisor’s Managed Services team combines the strengths of our cutting-edge e-commerce technology with our unmatched industry expertise. Let our team handle the heavy lifting, so you can focus on growing your business. Contact us today to learn more about how we can help manage your Amazon A+ Content.
Interested in learning more about how to optimise your Amazon A+ Content? Download our new eBook to see ideas and inspiration for product pages that increase traffic and boost sales.
Editor’s note: This blog post was originally published in January 2018 and was updated in January 2022 for accuracy and comprehensiveness.