But sometimes, those alone aren’t enough. Buyers want more information before they make a purchase.
The good news is that Amazon allows you to do exactly that—with the help of Amazon A+ Content (formerly called Enhanced Brand Content).
According to Amazon, A+ Content increases sales by around 3 to 10% on average.
So, if you’re looking to boost your conversions, search rankings, and sales, then consider using A+ Content.
What Is Amazon A+ Content?
It’s the content you see in the middle of the listing (below the bullet points). It allows you to persuade your customers by providing more information about your brand and product. This section is where you can enhance your brand identity. You can do that by providing high-quality images, videos, charts, and product descriptions.
A+ Content is usually for customers who are still on the fence after they’ve seen your listing’s main selling section (title, images, and bullet points). They’ll scroll down and dig for more information. And with A+ Content, it could set your product apart from your competitors’ products.
In short, it’s one of the most effective ways to boost your sales and customer trust.
Who Can Use A+ Content?
You can create A+ Content for products that have been approved as part of your brand catalog. But, there are eligibility requirements you need to satisfy before you can use Amazon A+ Content.
According to Amazon:
This feature is only available to professional sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs, such as Launchpad and Amazon Exclusives.
Note: You must have a registered trademark before you can apply for Brand Registry. Also, books, music, video, and DVD products do not qualify for A+ Content.
Benefits of Using A+ Content
Boosts conversion rate
Having additional images and text helps customers understand how your product can solve their problems. And if it does, it inspires them to click the ‘Add to Cart’ button.
A+ Content also gives you more space to use text. This means you can inject more keywords into your listing. Now, Amazon does NOT index A+ Content (yet). But Google does. So having relevant keywords can drive traffic from outside of Amazon.
Tells your brand story
Sometimes the product title, description, and images aren’t enough to fully explain your brand story. There’s only so much you can show with limited words and images. Especially when your top priority is to sell your product and not tell your story.
A+ Content helps you explain in detail the features and benefits of your product. Buyers will have the opportunity to understand what your brand is about and if it aligns with their beliefs.
As they absorb more information in this section, they get more familiar with what you represent. And as long as you’re showing that you have what your buyers need, they get more comfortable with your brand. This increases customer trust.
Connects with your buyers on an emotional level
The A+ Content section is where you can show more images—specifically, lifestyle images. These are important because they show real-life situations. They help customers visualize themselves benefiting from using your product.
Using lifestyle images helps your customers connect your product to their deep desires.
For example: if you’re selling tablets for kids, don’t just show that it increases kids’ creativity. You can display images of a mother and child enjoying their time together using the tablet. It plants a picture in your customer’s mind. This is powerful because it triggers people’s emotions. Beyond increasing one’s creativity, parents want to have precious moments with their kids. And you can position your product to be an instrumental part of achieving those moments.
You can try to manage your PPC campaigns as best as you can. But if your listings can’t persuade customers to buy, then you’re spending more than you need to. A+ Content can help enhance the customers’ shopping experience by persuading them with rich images and text. This leads to more sales, which directly reduces your ACoS.
Better reviews and reduced return rate
When buyers aren’t familiar with your brand but are interested in your product, they will read and gather more information before deciding whether they should make a purchase. If you fail to provide them some vital information, they might leave negative reviews on your page. Some might even return your product. Why? Because they might have unrealistic expectations about your product. And when they finally get ahold of it, it’s not what they thought it would be.
To solve these problems, you have to give them as much relevant information as possible. So there wouldn’t be any confusion. The clearer the information is, the more likely you’ll receive 5-star ratings, better reviews, and fewer item returns.
Opportunity to cross-sell your products
With A+ Content, you can show and compare your own products.
You might ask…
“But what if it’s not closely related to the product I’m selling?”
It’s fine as long as your target audience also uses the same line of products.
For example: If you’re creating A+ Content for a micro-dermabrasion roller (skincare), it would be a good idea to show your moisturizers and other facial creams. Why? Because they’re all part of a skincare system. When people search for a product, they sometimes don’t realize that they need other products to complement what they’re buying. So, it’s up to you to show them they have an option to receive more benefits.
Think of it this way…
There’s a good reason fast-food restaurants ask you, “Do you want fries with that?”
(Okay, if you don’t understand why… it’s because it doesn’t hurt to remind your customers you have other products that go along with what they’re buying. Hey, who knows? You might even help them solve the problems you didn’t know about.)
Which ASIN Should You Enhance?
Focus on your products that:
- are premium priced
- have unique features and benefits (USP)
- have a strong brand story
- are already driving traffic
A+ Content Best Practices
- Combine text and images.
- Focus more on the images rather than the text.
- Highlight your USP.
- Proofread your content before submitting.
Configure Your Content With Modules
There are different modules you can choose to display your A+ Content. These modules have image guidelines that you should follow. If you upload images larger than what’s allowed, Amazon will resize them to fit the maximum size. So, to avoid ending up with undesirable images or getting rejected by Amazon, take note of the guidelines.
|Module||Image Guidelines||Text Placements|
|Brand Logo||1 image – 600 x 180 pixels||–|
|Feature 1||4 images (lines) – 220 x 220 pixels each||4|
|Feature 2||3 images (line) – 300 x 300 pixels each||3|
|Feature 3||4 images (grid) – 135 x 135 pixels each||4|
|Header 4||1 image (left) – 300 x 300 pixels||1 (right)|
|Header 5||1 image (right) – 300 x 300 pixels||1 (left)|
|Header 6||1 image – 970 x 300 pixels||1|
|Header Image||1 image – 970 x 600 pixels||–|
|Comparison Chart||5 images – 150 x 300 pixels||2|
|Single Image and Sidebar||2 images – Main (300 x 400 pixels); Sidebar (350 x 175 pixels)||6|
|Four Image Highlights||4 images – 300 x 300 pixels||4|
|Single Image and Specs Detail||1 image – 300 x 300 pixels||2|
|Single Image and Highlights||1 image – 300 x 300 pixels||2|
|Image and Light Text Overlay||1 image – 970 x 300 pixels||1|
Since there are many modules to choose from, it means you can combine them in different ways. And you present them with the customer experience in mind. Of course, different presentations can lead to different results. To save you the trouble of figuring out what the best elements you should include in your A+ Content:
1. Hero Image. Its job is to stop the buyers in their tracks. Get their attention. When that happens, the buyers will spend more time browsing the product page.
2. Story. This enhances the emotional connection between the customers and the product. Strengthening that emotional connection will increase the chances of sealing the deal. And by having a great story, it allows you to step out of the price wars. Because when people are emotionally invested in your product, they will try to justify the price in their minds. So, you don’t necessarily have to lower the price. You just have to trigger their emotions and point them toward satisfying their needs and wants by using your product.
3. Slideshow. This helps alternate text and images without taking up too much space. It’s also interactive, so it engages the buyers to learn more about your brand and other products. You can also use this to zoom in on your product and show every element of your product.
4. Graphics and banners. This is a way for you to visually communicate the features and/or benefits of your product. They attract buyers by showing a claim and complementing it with high-quality images.
5. Comparison chart. Use a table so buyers can easily see the unique features you offer and compare them to other products. You can also use it to cross-sell so that buyers will avoid looking at your competitors’ listings.
Amazon A+ Content Restrictions
Amazon rejects a product listing that doesn’t follow their guidelines. So, to avoid headaches, read the info below:
- Do not use symbols or special characters like ™ or ®.
- Don’t forget to check the module’s requirements like image resolution and size.
- Do not give any contact information about the company.
- Do not refer to your business as a distributor or seller.
- Do not mention any shipping information.
- Do not use quotes from third-parties (example: references, reviews, etc.).
- Do not include any low-quality images.
- Never use the same product photo twice.
- Do not link to any other website.
- Do not violate the Amazon policies or category requirements.
- Do not mention guarantees or warranties.
- Do not use debatable claims or opinions (example: “The Best” or “The Top”).
- Avoid using capitalization or bold in excess.
- Do not use buzzwords like cutting-edge, green, or eco-friendly.
- Do not submit the content with grammatical errors or spelling mistakes in it; Always proofread before submitting the content.
Time to Boost Your Sales
You’ve just read the dos and don’ts of A+ Content. You’ve also seen how other sellers present their images and text. These practices have worked well for various kinds of sellers. And it’s helped them boost their sales. Now, it’s up to you to try it yourself.