As an Amazon seller, you’re competing with hundreds, maybe even thousands, of other brands for customer attention and money. Being distinctive and eye-catching is one of the keys to succeeding on Amazon, and that’s where Amazon A+ can help you.
Keep reading to find out how you can use Amazon A+ content to make your store page more appealing and attract more customers.
What Is A+ Content: Understanding the Basics
Amazon’s A+ Content is a feature that helps you add rich media features, such as videos and product comparison tables, to your store pages, going beyond simple text-based product descriptions to capture people’s attention. Essentially, A+ Content enables you to create mini-sites that can effectively showcase your brand as you envision it.
However, not all Amazon sellers can use A+ Content. You need a Professional Seller account and be a Brand Representative for a brand listed on Amazon’s Brand Registry. If you’re not a Brand Representative, you need to sell generic products to qualify for A+ Content use.
Basic & Premium Features: What’s the Difference?
The primary difference between Basic and Premium features on A+ content lies in the selection of modules.
Basic Amazon Seller Central A+ content, which is free for all sellers in the Brand Registry, is already a robust tool for creating rich store pages on Amazon, with the ability to add high-quality images, comparison charts, and 360-degree product views to your listings.
Meanwhile, Premium A+ content on Amazon Seller Central can cost up to $500,000 annually and is generally meant for bigger brands. It provides best-in-class support for promoting your products, allowing you to upload high-resolution images and videos, have Q&A modules, and place product carousels.
Brand Story A+ Content: What Is It?
Amazon A+ Content offers something called the Brand Story. It’s a carousel-like feature that lets you show off more about your brand, building trust with customers. The Brand Story is available for brands that have an active trademark and are registered on the Brand Registry, usually placed on top of the regular A+ content.
What to Showcase on Amazon A+ Content
Naturally, you can show your products on Amazon A+ Content. But this feature goes beyond that. Here are examples of what to display on your A+ Content pages and modules:
- Brand storytelling: Share stories about your brand to get visitors to know it better, increasing customer trust.
- Real-life product use cases: Explain scenarios where your product can be useful in everyday life, using videos and images to illustrate how your product can fulfill their needs.
- Customer reviews and testimonials: Publish quotes and video testimonials from satisfied customers to showcase how your product helps them.
- FAQs: Answer common customer questions about your product, pre-emptively solving potential problems before they arise.
- Endorsements from experts and influencers: Build social proof by publishing positive messages from industry experts or trusted influencers.
Of course, you’re not limited to just displaying the things we’ve mentioned. Be creative and include anything that can help your store stand out.
Guidelines for Amazon A+ Content
Like most content on Amazon, you need to follow guidelines when implementing Amazon A+ Content. Here are some essential guidelines you need to follow.
- Supported image formats are .jpg, .bmp, and .png images in the RGB colorspace.
- No animated image (.gif) support.
- No blurry or low-quality images.
- Awards received over two years ago cannot be mentioned, and all awards or endorsements mentioned must include their date.
- No references to off-Amazon return or refund policies allowed.
- No comparisons to competitor products allowed.
For a complete list, check the official guideline page.
How You Benefit From Implementing Amazon A+ Content
Implementing Amazon A+ Content likely requires a lot of work and potentially the help of an outside designer if you want a professional touch to your store pages. Fortunately, implementing Amazon A+ content is worth the investment. Here’s how you can benefit from its implementation:
Improve Sales
Amazon itself states that basic A+ Content can increase sales by up to 8%, while Premium A+ Content can increase sales by up to 20%. While implementing A+ Content won’t guarantee your sales figures will increase, you’ll be more likely to land sales because A+ content is more eye-catching, and it can attract more attention.
Spotlight Your Products
A+ Content is very useful because you can put your products at the forefront, providing details and comparisons in more appealing ways than using regular Amazon product pages. By spotlighting your products, the chances of them getting noticed by potential buyers will be higher.
Reduce Product Returns
With A+ Content, you can provide the best overview and explanations about your product to customers. Since customers are more likely to make informed purchasing decisions, you can push product return numbers down.
Get Better Reviews
Amazon A+ Content provides the means for a customer to learn more about your product before purchasing, especially if you implement things like Q&A modules that can answer questions proactively. Informed purchasing decisions mean that a customer is more likely to leave better reviews.
Build Brand Awareness
Amazon A+ Content isn’t just a means to sell products; it’s also a way to build brand awareness. Using branded headers and video helps you showcase your brand alongside your products.
How to Create A+ Content on Amazon: A Step-by-Step Guide
Creating A+ Content on Amazon is relatively simple. Follow this 5-step guide to do so.
Step 1: Log in to Seller Central
If you already have a Seller Central account, you can log in to it. If not, you can sign up as a seller first. Note that you need to have a Professional selling account to use A+ Content.
Step 2: Enroll Your Brand
If you own the rights to your brand, you can enroll it in the Amazon Brand Registry to prepare it for A+ Content creation. If you’re an employee of an enrolled brand, ask for a Brand Representative selling role from the brand’s owner.
Step 3: Create Content
On Amazon Seller Central, go to the Advertising menu and click A+ Content Manager. From there, click on Start creating A+ Content. There, you can choose the content type to create and start creating.
Step 4: Apply Content to Products
With your host of created content, now you can apply it to your products. Click on the Apply ASINs button and select the products you want to give A+ Content to, then click Apply Content.
Step 5: Submit for Review
Amazon A+ Content requires Amazon approval first. Once you’ve applied content to your products, you can submit it for review, which is usually completed within seven business days. When it’s approved for review, your A+ Content will be published!
Amazon A+ Content Optimization Best Practices
Interested in implementing Amazon A+ Content for your store? Follow these best practices to get the most out of the feature.
Use the Right Sizes and Resolutions
Amazon requires you to follow image size and resolution guidelines when designing A+ Content. Check which content module you’re designing for and ensure you follow the sizing and resolution guidelines. Amazon may reject content that doesn’t follow guidelines, so following them saves you time and effort.
Use Banners Wisely
Banners can be a great way to split up your product page into sections. They provide a natural break for the reader so they can shift focus to another aspect of the page. In addition to catching the customer’s eyes, banners can be filled with images and product information.
Use Comparison Charts
Using a comparison chart to display your products is a great way to showcase multiple items from your lineup in one place. It also helps the customer decide which of your products is the best choice for them.
Prioritize Visuals Over Text
A+ Content is generally geared toward visual appeal. While text is still important to get messages across, use it sparingly and let your great design speak for itself
Use Consistent Design Elements
Amazon A+ Content is a brand-building tool in addition to helping you sell things. When you start making A+ content, decide on a brand look and feel beforehand. This helps your brand be consistent across all the A+ pages you make moving forward, creating a good representation of your company.
How to Test Amazon A+ Content
Building effective A+ content isn’t a one-and-done process. You need to constantly test and refine to make sure your content is as appealing to customers as it can be.
Fortunately, Amazon provides the tools to help you test your A+ Content. You can do it in one of two ways:
Using Reports as Benchmarks
You can use your reports, especially the Unit Session Percentage metric, to gauge how many people visited your store page and how many items were sold within the same timeframe. So, a bigger unit session percentage means more people visited your page and bought products. This way, you can gauge whether or not your page is underperforming.
Using Amazon’s Manage Your Experiments Tool
Amazon has a Manage Your Experiments tool that helps with A/B testing. It allows you to split-test product listings and A+ Content to compare their performances. As a refresher, A/B testing means that one group of visitors will see the “A” content and another will see the “B” content. By comparing the conversion rates between the two content variations, you can determine which one works best.
Conclusion
Amazon A+ Content is a feature available to registered Professional sellers on Amazon that allows you to build rich, vibrant media pages that showcase your product better than regular product listings. Implementing A+ Content is a good way to attract more customer attention and potentially improve your sales.
Amazon A+ Content can attract more eyes to your store and bring in new customers. That said, reviews still play an important part in customer purchase decisions, and sometimes people leave abusive, fake reviews that damage your brand’s reputation. TraceFuse uses AI-powered tools to find and report abusive reviews for deletion within days without any effort on your part. Schedule a demo with us today to see how we can help.
