August 15th, 2023

Grab Your Free Consult

Not all ecommerce platforms are created equal. While each has its own unique opportunities for sellers, Amazon has surpassed its competitors by establishing itself as the dominant search engine for customer product searches. 

As the number one shopping destination, Amazon offers consumers the convenience of a wide selection of products, lightning-fast shipping, and exceptional customer service. For sellers, it provides a vast audience of potential customers who are eager to buy.

With over half of shoppers beginning their search on Amazon, sellers are at the forefront of ecommerce. Unlike any other platform, Amazon has raised customer expectations exponentially, offering captivating product pages and digital storefronts that recreate the in-store experience. With a diverse range of brand building tools at their disposal, sellers have an important role to play in their own growth.

A+ Content is an incredibly effective way to broaden your customer base and distinguish yourself from your competitors. By incorporating A+ Content into your brand building strategy, you can increase the perceived value of your products and boost revenue by up to 10%. With customizable layouts, color schemes, and visuals, this supplementary section replicates tried-and-true tactics that marketers have used for centuries.

What is Amazon A+ Content?

Once called 'enhanced brand content,' A+ Content refers to a supplementary section that can be added to your Amazon product page. This enhanced content replaces your plain text product description and engages shoppers with informative graphics, images, comparison charts, and copy. 

Sellers who have enrolled in the Amazon Brand Registry program can add A+ Content. This valuable real estate does more than just enhance the look of your listing - it improves the user experience, increases conversions, and gives you a competitive edge over other sellers. You can use Amazon’s A+ Content Manager to begin creating your customized content. 

Breaking Down the Benefits of A+ Content on Amazon

When you walk into a store, merchants are able to provide you with an immersive experience. With online shopping, replicating those sensory elements and building customer trust can be a bit more challenging. 

With 40% of consumers preferring visual content, adding A+ to your product page gives you the opportunity to put your product on display and give shoppers a real-world feel. Not only does this enhanced content make shopping with you more enjoyable, but it also instills a sense of confidence that can trigger the ‘Buy Now’ response. 

Benefits of A+ Content include:

• Increased sales
• Increased traffic
• Increased conversions
• Improved search rankings
• Higher perceived value
• Increased trust from consumers
• Improved customer experience
• Improved customer satisfaction
• Reduced returns

Who is Eligible:

To be eligible for Basic A+ or Premium A+ Content, you must meet the following requirements:

• Your brand must be enrolled in Brand Registry
• You must have a Brand Story for all ASINs in your catalog
• You must have at least 15 A+ Content projects approved within the past 12 months

Basic A+ Content

Benefits: 

A+ Content on Amazon allows sellers to showcase their products with rich imagery and informative copy. With A+ you can add up to seven customizable images and/or text modules.

Module Options:

When creating A+ Content, you have the option to add a variety of modules including:

• Company logo modules
• Large image modules with text
• Multi-image modules with text
• Images with text overlay
• Text modules
• Specification charts
• Comparison charts

Premium A+ Content

Benefits:

Premium A+ Content allows you to improve the customer experience even further with a wider range of creative options. With Premium A+ you can add up to seven modules. While originally Premium A+ came with a hefty fee, it is now being offered at no cost during an extended promotional period.

Module Options:

When creating Premium A+ Content, you have the option to add a variety of modules including:

• Large image modules with text
• Multi-image modules with text
• Hot spot modules
• Full video modules
• Video with text modules
• Video image carousels
• Navigation, regimen, and image carousels
• Images with text overlay
• Text modules
• Specification charts
• Comparison charts
• Q&A sections

Grab your A+ Content Guide

A quick reference guide to A+ Content and best practices. Grab my guide.

Create Compelling Visual Content

Busy shoppers on the hunt for a great deal don’t want to dig for information. They want to skim through easily scannable content that puts the quality and value of your products on vivid display. 

With additional image modules available to sellers, A+ Content gives you the opportunity to clearly showcase what makes your products unique and help shoppers envision them in use. Create a diverse selection of professional-quality images and videos that can clearly communicate what your product is and does.

Best Practices for Amazon A+ Images

• Start strong
  Make your logo and first image captivating to shoppers. Unlike listing images with more strict specifications, in your A+ Content you can incorporate props, backgrounds, text, graphics, and close-ups. Use this space to get creative and reinforce your brand identity.
  
  
• Add lifestyle photos
  Lifestyle images are a highly effective way to show your product in action and spark the imagination of interested shoppers. Seeing others using your product in their daily lives can help shoppers visualize it in theirs.
  
  
• Delve into the details
  While brick-and-mortar stores allow shoppers to physically hold and inspect products, shopping on Amazon can feel like more of a gamble. Clearly showcasing your packaging, ingredients, materials, and other important features can instill confidence in shoppers and even cut down on returns.
  
  
• Incorporate instructions 
  Infographics as well as instructional images and videos are a great way to demonstrate your product features, uses and value, and your brand’s expertise. These visuals can be used to share important information in an engaging yet informative way. From size charts to assembly instructions and insider tips, they enhance readability and strengthen brand credibility.

Benefits of Supplementary Visuals:

• Engaging shoppers with attractive product images
• Improving product and brand visibility 
• Recreating the in-store experience 
• Increasing website conversions
• Cross-selling and showcasing your product line
• Reducing returns by clearly displaying product features, benefits, and packaging

Craft Concise Copy that Converts

Large blocks of text are certainly not the most appealing way to communicate with potential customers. With limited formatting options available, traditional Amazon product descriptions leave little room for creativity. However, with A+ Content you can add information about your products and brand without inducing a yawn.

Tricks and Tips for Engaging Shoppers with A+ Copy

• Be authentic
  Market speak and clichés can be off-putting for shoppers. Create a distinct style that is authentic to your brand. Demonstrate why your product is unique without using boastful or exaggerated language. Don’t duplicate or imitate your competitors - use your A+ copy to stand out!
  
  
• Focus on features and benefits
  Use your A+ Content to expand on product features and benefits in an engaging way. Keep your copy concise and packed with relevant information. Be specific about how your product can solve a problem or enhance their lives.
  
  
• Address common questions and concerns
  This supplementary section can be used to give shoppers the details they need to make an informed purchase. Check out your Amazon product reviews and customer questions and try to incorporate any important information. This can cut down on confusion, frustration, and returns.

Benefits of Well-Crafted A+ Copy:

• Increased brand credibility 
• Fewer returns due to improved product clarity 
• Higher conversion rate
• Increased customer engagement
• Text formatted for both mobile and desktop
• Content tailored to your target audience

Cross-Sell With Comparison Charts 

Potential customers who stumble upon your product page might not realize that you sell a variety of products that could be useful for them. Amazon A+ gives you the chance to include comparison charts that break down the main features of a selection of your products.

A+ comparison charts allow you to add a minimum of two products and a maximum of six products. In the first column, you must include your product title, and in the second column, enter its ASIN. Sellers can also include extra metrics that briefly explain the key features of their products and demonstrate their differences. 

Benefits of A+ Comparison Charts:

• Gives shoppers the option to compare similar products
• Helps shoppers select the best product for their needs
• Showcases complementary products and accessories
• Highlights specifications

Use Storytelling to Boost Brand Awareness

With 2.4 million active sellers on Amazon, differentiating your products and brand requires creativity and consistency. A+ enhanced content can be used to craft engaging product and brand stories that command attention and set you apart from your competitors. 

Create a concise story arc that sets up a problem, poses a solution, and celebrates the successful outcome. These memorable details make your brand relatable and forge a strong connection between you and your customers.

82% of shoppers choose to buy from brands that align with their values. Communicating what you stand for and what makes you unique is a highly effective way to reinforce your brand identity, gain customer trust,  and create a feel-good shopping experience. To appeal to your target audience, consider working with a professional Amazon copywriter who can bring your story to life. 

Great storytelling elements include:

• Sustainability
• Origin story
• Goals and objectives
• Commitment to quality
• Diversity and inclusion
• Making a difference

A consistent brand identity can increase revenue by up to 23%. To create content that converts, develop a theme and style that is authentic and unique to your brand. Developing a style guide that defines your story, logo, color scheme, and brand voice can help you create a cohesive message. Integrate these brand guidelines into your product page and reinforce them in your A+ Content.

You can also use your Brand Store and Brand Story to expand on this information and differentiate your brand even further. 

Measure Your Performance

A+ Content can provide sellers with valuable insight into their performance. Once your enhanced content is live, you can measure its success within your seller account. To access this information go to ‘Unit Session Percentage.’ You can view your traffic under ‘Sessions.’ Compare your conversion rates before and after A+ creation. 

You can also use ‘Manage Your Experiments’ to test two versions of your content and determine which one is more effective. These A/B tests can be used on titles, images, descriptions, bullet points, and A+ Content. After completing your experiment, track unit sales and access estimated annual profits.

How to split test your A+ Content:

• Login to your Seller Central account
• Navigate to Manage Your Experiments 
• Click the Create a New Experiment dropdown
• Select your experiment type
• Create your Version B to start your experiment
• Review the results 
• Publish the winning version 

Go Beyond the Basics

Plenty of brands follow the basic steps required to list their products on Amazon. While A+ Content is not a requirement for sellers, it is a valuable tool that sets you apart in a highly competitive marketplace.

Unlike other ecommerce platforms, Amazon gives sellers the unique opportunity to build their brand and captivate customers with compelling content that converts. Going beyond the basics allows you to build your reputation, increase customer loyalty, and boost traffic and revenue. 

Need help upgrading and optimizing your content? We’re here to help! Our team of Amazon experts can lighten your workload, improve engagement, and recruit loyal repeat customers. With services like A+ Content creation, professional photography, and copywriting, we offer customized solutions for building your Amazon brand. If you want to take your business to the next level, contact us for a free consultation!