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.
But first, what is Amazon A+ Content?
It’s the content you see in the middle of an Amazon listing (below the bullet points) where you provide more information about your brand and product. This section is where you can enhance your brand identity which you can do 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). It’s a great chance for you to convince them by providing more information about what you are selling and setting yourself 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. However, there are eligibility requirements you need to satisfy before you can use Amazon A+ Content.
According to Amazon Digital rules:
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
It can help boost conversion rate.
Having an A+ Content gives you more room to have additional images and text which can help customers understand how your product can solve their problems. It also gives you more space to use text, which 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 help drive traffic from outside of Amazon—which in turn, can positively affect your conversion rate.
It 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 focus on the how’s and why’s of your brand.
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 see if what you represent aligns with their beliefs. This helps you increase customer trust, which is something very important for anyone making a purchase decision.
It allows you to connect 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 that help your customers visualize themselves benefiting from using your product and connecting with it.
A tip for using lifestyle images: 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 item. This kind of photo is powerful because it triggers people’s emotions and helps them better appreciate what they can get from what you are selling.
It can reduce ACoS.
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.
It gives better reviews and reduced return rates.
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 with some vital information, however, there is always the possibility that they might leave negative reviews on your page or return your product. Having unrealistic expectations is common for shoppers, so as an Amazon seller, it is your responsibility to be clear about what you are selling as much as you can.
To solve these problems, you have to give them as much relevant information as possible—which you can do via A+ Content—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.
You get the 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 items 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 with A+ Content?
Now that you know all the benefits that A+ Content can give you, you might be wondering which of your products can actually benefit from it. For starters, you can focus on items that meet the following requirements:
- those that are premium-priced
- those with unique features and benefits (USP)
- products with a strong brand story
- items that are already driving traffic
Now, let’s move on to A+ Content Best Practices! Here’s how you can make the most out of it:
- 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. Of course, different presentations can lead to different results but you always have to keep customer experience in mind when choosing which format to follow. To save you the trouble of figuring out what the best elements you should include in your A+ Content, we came up with the list below to serve as your guide:
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 through a great brand story will increase the chances of sealing the deal. Remember, when people are emotionally invested in your product, they will try to justify the price in their minds. So, if you think about it, you don’t necessarily have to lower the price of what you are selling as long as you have a strong brand story to support your item. You just have to trigger customer emotions and point them towards 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 it.
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 its 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.
If you want to skip the line and have Amazon experts work on your A+ Content, just click here.