While A+ Content is free, it requires some form of investment in terms of time and perhaps hiring someone to do it for you if you lack the skill to do it yourself. But the positive part of it is that A+ Content is undeniably worth the investment for brand registered sellers. There are many benefits that come with using Amazon A+ Content from increased sales to brand awareness to premium marketing content and many more.
What Is Amazon A+ Content?
Amazon A+ content is a premium content feature that allows sellers to modify the product description of their branded Amazon Standard Identification Numbers (ASINs) by using rich texts, videos, and images. Brand Registry owners can use this feature to tell their brand story with high-quality images, HD videos, and comparison charts of competitors.
The whole idea behind enabling the use of enriched multimedia content is to enhance the user experience (UX) which drives high conversions and huge traffic to the product listings. In a nutshell, it is going a step beyond the usual content that sellers usually create, just to ensure that a potential buyer understands the product features more effectively and gets a sophisticated online shopping experience.
What Does Amazon A+ Content Consist Of?
An A+ content page will contain:
- Varied, multiple images of a product, which includes product photos shot in close-ups, different angles, and other lifestyle shots.
- A precise and informative yet short introduction of the product. This can be 100 words or less.
- Clear and attractive list of bullet points, where every line makes an impact on the buyer and explains the benefits.
- Concise paragraphs with clear scannable headers that explain the product features, specifications, and benefits.
- A section called “What’s in the box,” that lists all the product’s components so that a buyer is aware of what he or she is buying.
- Apart from the above, other elements include 360° product views, matrix (comparison chart), and videos for cross-selling the items within the product family.
Amazon A+ Content Guidelines
Here are a few things to make a note of when it comes to A+ content:
- A+ content doesn’t improve your Amazon SEO as A+ content is not indexed on Amazon.
- With the recent update, the Amazon A+ content manager will allow you to see a preview of both your desktop and mobile version on the same screen.
- You will have to pay more for creating an A+ enhanced content for items, which are already listed by other vendors.
- You should submit your A+ content within 1 month after confirming your purchase to qualify for the promotion.
- Once the page goes live, any change or modification is allowed only in the first 2 business days of publishing.
- You are not allowed to mention your competitors or the products that they sell on your pages.
- The content that you submit (both text and images) should be unique.
- Amazon has all the rights to take down your A+ page at any time. But most of the time this only happens when a vendor chooses to close his or her account, fails to fulfill the orders on time, or violates Amazon’s terms & conditions.
Amazon A+ Content Best Practices
The guidelines for using A+ content are straightforward and simple. Therefore, you shouldn’t have any issues in meeting the eligibility requirements. Having said that, going one step ahead of the requirements and then, optimizing your A+ content is exactly where you will feel that pressure of staying above other Amazon sellers.
So, here’s what you need to do:
- Emphasize your USP
Keep in mind that “benefits” and “features” aren’t the same. Though “features” are important, “benefits” is something that will drive emotions. And when emotions evoke, they drive purchases.
- Keep the content precise and short
Even a non-skimmer will not want to struggle by reading through that whole lot of text just to figure out if your product is right for his or her needs. So, stick to short and precise content, which will tell shoppers quickly about the product and make a proper buying decision.
Also, make sure that you start by adding the A+ content to the top-selling products first. Use this feature where the chance of getting a profit is higher.
- Combine images and texts
Of course, high-quality images are useful in conversions, but you can actually do a lot more by adding some interesting texts, which highlight your product’s benefits or features.
- Leverage your product reviews
Reviews written by your customers possess great value and you shouldn’t underestimate them. Before creating an A+ content, read through your customer reviews and even the ones posted on your competitors’ listings offering a much similar product like yours. Doing this will give you a clear picture of the type of content your consumers want the most.
- Avoid content errors
Use of some special characters and symbols are forbidden while creating A+ content – this includes the copyright, registered trademark, and registered brand symbols. In addition, you cannot include a hyperlink to any other website (however, you can include a link to any ASIN within the module type).
- Pay attention to the image size and resolution
To avoid “rejection” from Amazon, make sure that your images are uploaded with the right resolution and size. Note that the image requirements are different, based on the module type you choose. So, read through their requirements thoroughly.
- Use banners wisely
Banners are one of the best ways to split your product’s detail page. In fact, it shows it as a new segment to the buyer, attracts the buyer with HD images, and gives further information about the brand & product.
- Proofread your content before submitting
As said above, Amazon takes up to 7 days to approve your content. However, usually, they do it much quicker than that. So, ensure that proofread your content before submitting it. For some reason, if your A+ page is published and later, you find that there is a grammar mistake, you will submit the page again. Now, this means that your error runs live for a week.
- Keep it more visual and less textual
A+ content should be more attractive and this means, that you should add a lot of visuals and less textual. The text should be in simple terms and must convey the message directly to a shopper. Also, maintain a proper balance of a lifestyle product photo vs. a real product photo, a feature that highlights the ASIN.
- Keep your designs uniform
Now, here’s something important for you to note down. The biggest takeaway is that you do not want to design only for one landing page. Instead, it is for the entire product catalog and this is something you should never fail to overlook.
Your A+ content must be consistent throughout the layout. It should symbolize your brand’s extension as well as your website. Think of it as a big picture and the way you want to picture your brand as a whole.
Examples of Amazon A+ Content
While many businesses are joining the bandwagon of Amazon’s A+ content to develop or further enhance their brand’s reputation (both on and off the platform), some are actually getting it right. Below are outlined examples of some brands leveraging on the Amazon A+ feature: