Top brands all share a secret: compelling storytelling.
Because customers aren’t swayed by product specs; they’re drawn to the benefits, the narrative, and the transformation your product offers.
Standard Amazon listings, however, often restrict your storytelling potential.
That’s where Amazon A+ Content comes in.
It gives you the space and freedom to showcase your brand’s story and the positive changes customers experience, ultimately boosting your Amazon conversion rates.
Let’s break it down:
- What Does Amazon A+ Content Mean?
- Are You Eligible for Amazon A+ Content?
- Creating Amazon A+ Content
- Great A+ Content Examples
- 4 Advantages of Using Amazon A+ Content
- Best Practices for Amazon A+ Content
- Is Your A+ Content Working? Test It!
- Amazon A+ and Premium A+ Content Comparison
What Does Amazon A+ Content Mean?
Imagine your Amazon product listing with eye-catching images, helpful comparison charts, and text that really sells your product’s benefits. That’s what Amazon A+ Content can do for you.
In contrast, you only get 2,000 characters of plain text for your product description on regular Amazon listings – that’s not a lot of room to really show off your product!
Think of A+ Content as a way for brands to tell their story. They can really highlight what they’re all about, what makes their product special, and why customers will love it.
Are You Eligible for Amazon A+ Content?
Amazon A+ Content is for brands that have a solid presence on Amazon. That means you need to be either a retail vendor or a professional seller who’s registered their brand using Amazon Brand Registry.
That said, if you’re an up-and-coming brand in selling programs like Launchpad or Amazon Exclusives, you also get to use A+ Content.
Creating Amazon A+ Content
Amazon A+ Content Guidelines
Before creating your A+ Content, make sure you’re familiar with Amazon’s guidelines. They emphasize clarity, relevance, and compliance with Amazon’s branding policies.
Here are the Amazon guidelines you absolutely need to know.
Do:
- Substantiate all claims.
- Use high-quality, clear images.
Don’t:
- Include contact details or external links.
- Use promotional messages (“best selling,” “sale”).
- Reference competitors or customer reviews.
You can find the complete list of guidelines on Amazon.
How to Create Amazon A+ Content (Step-by-Step)
Making Amazon A+ Content is pretty simple if you follow these steps and figure out what customers love most about your product.
Step 1: Go to the A+ Content Manager
To get to the A+ Content Manager, click on the Advertising tab.
Step 2: Select “Start Creating A+ Content.”
Next, you’ll see two types of A+ Content you can create: Enhanced Product Description and Brand Story. Pick the one that makes the most sense for your brand.
Step 3: Set the Name and Language
Make sure you choose the right language, because that’s the only language your A+ Content will be in.
Step 4: Start Adding Modules
You can add up to 7 modules (though Amazon’s official number is sometimes 5) to really make your product listing shine. Think high-quality images, text, comparison charts – all sorts of multimedia goodies from these 17 different modules to help you tell your product’s story.
- Standard company logo
- Standard comparison chart
- Standard four images and text
- Standard four images/text quadrant
- Standard image and light text overlay
- Standard image and dark text overlay
- Standard single image and highlights
- Standard image header with text
- Standard multiple image module A
- Standard single image and sidebar
- Standard single image and specs detail
- Standard single left image
- Standard single right image
- Standard product description text
- Standard image header with text
- Standard technical specifications
- Standard three images and text
Step 5: Edit the Layout
Now it’s time to arrange your modules and add all the good stuff – text and images that really show off your brand and what your product can do. Make sure it looks great and is easy for people to browse.
Step 6: Add A+ Content to ASINs
Once you’re happy with how your A+ Content looks, you can add it to your product listings (ASINs). You can do this for just one product or a bunch of them.
Step 7: Submit for Approval
Submit your A+ Content to Amazon for review. The approval process can take up to a week, so keep an eye out for their notification. They will inform you of the approval status or request any necessary changes.
Step 8: Track and Update
Congrats! Your A+ Content is live – great! But don’t just set it and forget it. To really get the most out of it, keep track of how it’s doing and make tweaks based on what customers are saying and the performance data.
Great A+ Content Examples
These examples show how brands are using A+ Content to achieve real results: increased customer intrigue, stronger brand loyalty, and higher conversion rates.
Lifestyle Imagery
One thing that works really well in A+ Content is using lifestyle images and scenarios. It helps customers picture themselves actually using your product. This is especially helpful for things like clothes, furniture – anything that looks better in a real-life setting.
Brand Storytelling
Amplify your brand presence with enhanced brand content. Include your logo, high-quality images, and a unique brand story to build customer loyalty and drive repeat purchases.
Product Comparisons
Comparison charts are a great way to show customers the differences between your products, especially if you have several different models. These examples show how it’s done.
Product Specs & Details
If your product has a lot going on, showing off all its features is a great way to help customers decide if it’s right for them. This is super helpful for tech stuff or anything with lots of features, like this awesome cooler backpack.
Visually Appealing Layout
Design your A+ Content with the customer in mind. Keep it clean, use high-quality images, and create a logical layout. WHOOP’s listings provide a great example to follow.
4. Advantages of Using Amazon A+ Content
It’s pretty easy to start selling on Amazon these days, and since it’s the biggest online marketplace out there, that means lots of competition. So, if you want to succeed, you need to find every way possible to make your products stand out.
A+ Content is a great way to make your products look better than the competition, but it also helps build your brand. This can really boost sales for all your products and help your business grow.
- See up to a 10% jump in sales!
Amazon claims A+ Content can increase conversions 3-10% by showing off your brand and product features. It helps customers see why they should buy from you.
More conversions lead to more sales and profit. Plus, it can help you rank higher in search results, which means you might not need to spend as much on ads.
- Sell more to the same customer easily.
A+ Content is a great way to cross-sell! Use comparison charts to link to your other products and watch your average order value and sales climb.
- Speak to every kind of customer
Decision-makers generally fall into four categories.
While sales and marketing use different terms, decision-makers can typically be categorized as fast, slow, logical, or emotional.
The problem with regular Amazon listings is that they don’t really work for everyone. People who take their time making decisions want lots of info, and emotional buyers need to see the product in action to really get interested.
By using A+ Content, you can reach all kinds of buyers and see a boost in your sales.
- Make your brand more recognizable
If you want your eCommerce brand to last, you’ve got to build brand awareness.
A+ Content helps you make a strong first impression, building trust and loyalty with customers who are new to your brand and setting you apart from the 9.7 million other Amazon sellers.
The takeaway here is that A+ Content is a powerful tool for selling more on Amazon. It helps your listings stand out and can lead to a nice return on your investment, no matter what size your business is.
Best Practices for Amazon A+ Content
Creating great A+ Content isn’t just about throwing things together. You need a strategy! These best practices will help you nail it.
- Compelling Visuals and Clear Text
When highlighting your product’s benefits, ensure your visuals are impactful and your text is clear and concise. Remember, strong visuals are essential for attracting customers.
- Reach More Customers with SEO
You definitely want to use keywords in your A+ Content so people can find your product. But keep it natural! No one likes reading a bunch of keywords crammed together.
- Refine Your Content Regularly
Keep an eye on how your A+ Content is doing and tweak it based on what customers are saying and the numbers. That’ll keep it fresh and effective.
- Use Language Everyone Understands
With all that extra space in A+ Content, it’s tempting to throw in everything you can think of. But remember, clear and simple is best. Avoid jargon and write for everyone, not just the experts.
- Catch Those Typos
Proofreading is super important! Make sure your content is free of errors and sounds natural, like a native speaker wrote it.
- Tell Your Brand’s Story
Storytelling is a great way to grab people’s attention. Tell your brand’s story or explain how your product can solve a problem for them.
These tips will help you create killer A+ Content that makes your listings pop, gets customers hooked, and sends your sales through the roof!
Is Your A+ Content Working? Test It!
To get the best results from your Amazon A+ Content, testing is key. Here’s a guide to effective testing.
See How You’re Doing with KPIs
It’s a good idea to check your current stats, like sales and how customers are interacting with your listing, before you add A+ Content. That way, you can see how much of a difference it makes.
If you keep tracking these things, you’ll get a good idea of how your A+ Content is performing.
Use Amazon’s Built-in A/B Testing Tool
With Amazon’s “Manage Your Experiments”, you can compare different versions of your A+ Content to identify the most effective elements and layouts for maximizing the performance of your product listings.
You can test your A+ Content on up to 500 ASINs at once.
If you’re a brand owner or vendor, use this tool to boost your sales by up to 25% (according to Amazon).
Bottom line: Don’t skip the A+ content testing – it’s a game-changer for your Amazon sales.
Amazon A+ and Premium A+ Content Comparison
Amazon says A+ Content usually bumps up sales by 3-10%, but Premium A+ Content [hyperlink to YAS version of https://www.assureful.com/amazon-premium-a-plus-content/] can boost them even more—up to 20%!
Premium A+ Content builds on the standard A+ Content by adding features such as larger images, interactive modules, and image carousels. It’s a free upgrade for brands and vendors who meet specific criteria.
To get Premium A+ Content, you’ve got to have published A+ Brand Stories, a good number of approved A+ submissions, and potentially high-traffic ASINs and a track record of successful A+ content.
You don’t have to apply for Premium A+ Content – just check your A+ “Content Manager” for a banner.
A+ Content: Is It a Good Investment for You?
If you’re a Brand Registered seller, A+ Content offers a powerful way to increase sales, average order value, and brand loyalty.
Just remember that even though the feature is free, you’ll need to invest in creating and optimizing content that resonates with your audience.
So, is A+ Content, with its promise of a 3-10% (or maybe even 20%) sales jump, a good idea for your business?
Think about your budget, your marketing goals, and how much time you can dedicate to it.
Ultimately, it’s your call. Weigh the pros and cons and you’ll be equipped to make the best decision for your business.
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