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Create Amazon A+ Content That Drives Conversions
If you have yet to upgrade your Amazon products to A+ content, now is the time to do it. Why? Because A+ content offers merchants a valuable competitive advantage over other sellers and helps trigger the “buy now” response in shoppers. In fact, A+ content is so effective, Amazon estimates that it can help boost sales by up to 10%!
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The Ever-Dull Product Description
Imagine a standard Amazon product description. It has lots of text, no imagery and little to no visual interest. Sure, you can manually input HTML code to add simple formatting like bolding, line breaks and bullet points. But even then, you run the risk of violating Amazon’s HTML restrictions and rendering your content invalid.
For the sake of argument, let’s say you stick to Amazon’s approved use of HTML and get your product description published. It is well-written, engaging and full of valuable information about your product. Even so, it looks more like a page out of a college term paper than an eye-catching, compelling sales pitch.
What entices shoppers to stop? To slow their scroll and read your description instead of just glancing over it and moving onto the next product? That’s where A+ content comes in.
Plus Up Your Descriptions
Amazon offers A+ content to merchants on the Vendor Central sales platform as a way add more appealing, in-depth information to their listing’s product description.
With A+ content, you can add imagery, choose from a wider range of formatting options and enjoy more creative ways to lay out your content. This unique content approach converts better than other content tools and helps turn more shoppers into buyers by:
Grabbing Shopper Attention
A+ content stops shoppers in their tracks simply because they are so used to seeing product listings filled with long blocks of text. The large images and uniquely formatted copy have the powerful shock value and stopping power that every seller dreams of.
Improving the Listing’s Skimability
The last thing consumers want to do is search through lines and lines of text looking for the information they need. A+ content eliminates this problem by making product information easier to digest. Without the confines of big, bulky text blocks, it is easier for sellers to break up their content and help shoppers locate the information they are looking for.
Showcasing Your Products
One of the primary benefits of A+ content is its ability to display large, eye-catching images. This presents a great opportunity to show off every feature and benefit of your product. Shoppers can get a detailed look at your product before they make a purchase, allowing them to hit that “buy” button with confidence.
Proven Marketing Tactics
You may notice that many aspects of A+ content resemble a traditional brochure. This is no coincidence. Without the textual confines that Amazon used to impose on product listings, the platform can explore new formats, color schemes and other tried and true tactics that marketers have used for centuries.
Self-Service vs. Amazon Builds for You
Amazon offers sellers two different kinds of A+ Detail Pages: self-service and Amazon builds for you. With self-service, it is up to you to create your own layout, supply your own images and write your own copy.
On the flip side, Amazon builds for you is exactly what it sounds like. You upload your files and content and Amazon will create an A+ Detail Page on your behalf. While this alternative to self-service content might sound tempting, it limits the amount of customization and control that you have over your content. It is also important to note that this option is only available to select vendors.
Awesome A+ Content
A great happy medium is to have our A+ content specialists handle your listing. With this method, you can enjoy all the content control of a self-service plan – backed by the experience and knowledge of our professional marketing team.
Our specialists will review your product carefully in order to gather and convey, through words and images, nuanced product detail and a sense for what it is like to touch, feel or hold your product.
In crafting your unique brand story, we will paint a picture of what it is like to own the product. By creating enhanced images, comparison charts and compelling text, we will help your content better connect with the buyer and elicit a feel for how the product could work for them.
Our goal is to engage and resonate with the reader, sparking their imagination with ideas for how the product will enhance their life.
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A+ vs. Enhanced Brand Content (EBC)
As we mentioned earlier, A+ content is a free service offered to merchants on the Vendor Central sales platform. Amazon provides a similar service to third-party branded sellers called Enhanced Brand Content (EBC).
Many sellers will come to us asking what the similarities and differences are between the two platforms and which one is best for them. Both platforms help drive sales and conversions by enhancing your product descriptions with additional text and imagery. The major differences, however, come down to three primary factors: account type, location within the product listing and template features.
- Account Type
EBC is only available to authorized third-party sellers with a registered brand in Brand Registry. A+ content is offered to first-party sellers within Vendor Central.
- Location within the Product Listing
EBC is found within the Product Description section while A+ content is listed under the “From the manufacturer” section of the page.
- Template Features
EBC lets you choose from a variety of templates and layouts for a maximum of seven total modules. A+ content has 12 different modules, each with advanced settings and customizable functions.
Which Platform Is For Me?
Since many of the benefits of A+ and Enhanced Brand Content are the same, the decision really comes down to accessibility. Any seller in the Brand Registry can access EBC, but becoming a first-party seller is often more difficult and expensive.
If you are looking for the highest level of customization and flexibility, A+ content is often preferred because it has more modules and allows for more content heavy descriptions.
Others will argue the case for EBC based on speculation that it is better at helping sellers improve their search engine optimization.
In the end, the decision relies most heavily on your account type and what your content goals are. Our team is happy to walk you through the pros of cons of each to help determine the best platform for you.
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Reap the Benefits by Demanding Awesome
Regardless of what platform you choose to use, the competitive advantages of A+ content and Enhanced Brand Content are undeniable. After working with our team to enhance their product descriptions, sellers often experience the following benefits:
- Increased Sales
- Increased Traffic
- Increased Conversions
- Improved Search Rankings
- Communicated Value
- Improved Customer Experience
- Improved Customer Satisfaction
- Reduced Returns
A decline in product returns is one of the primary benefits sellers see after switching to A+ content. By conveying more information about the product to consumers prior to purchase, sellers decrease the likelihood of buyer’s remorse and often see a boost in positive product reviews.
Get Started with A+ Content
Everyday more and more sellers are discovering the benefits of Amazon A+ content. We recommend getting a jump on your competitors and taking advantage of the valuable tool as soon as possible. This gives you time to optimize your A+ content before your competition settles in.
If you have been searching for ways to separate yourself from the pack and stand out from the crowd, A+ content is the perfect way to do it. Get your free consult today and start converting more shoppers to buyers.