To be successful on Amazon, it is essential to use Premium A+ Content tools effectively.
Amazon's A+ Content - a powerful tool that allows sellers to share engaging brand stories in product descriptions to captivate potential buyers.
In this article, we take a closer look at everything about A+ Content, from its benefits and suitability to the best ways to increase your conversion rate.
- What is Amazon A+ Content?
- Benefits of Amazon A+ Content
- Premium vs. standard Amazon A+ content
- Who is eligible for Amazon A+ content?
- How do you optimize your Amazon A+ content?
What is Amazon Premium A+ content?
Remember Enhanced Brand Content (EBC) from 2016 and A+ Content from 2019? Now Amazon has introduced an even more advanced version: Premium A+ Content, also known as A++ Content. Simply put, it's a kind of "upgrade" for Amazon product detail pages.
While regular A+ Content was already impressive by adding more images and text to our product detail pages, Premium A+ goes a step further by offering additional interactive modules, such as interactive hotspots, carousel modules and full-screen videos.
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Amazon Premium A+ Content
Benefits of Amazon Premium A+ content
Enhanced visual appeal
With features such as hover hotspots, carousel modules and Q&A sections, Premium A+ Content can usually provide customers with a more interactive and engaging shopping experience.
Detailed product overview
With multiple video modules, sellers can show their products in action and dynamically highlight product features and benefits.
Improve your conversion rates.
Enhanced content can lead to better engagement with potential buyers, which can result in higher conversion rates and more sales.
Improve your SEO
Although the text in A+ Content is not indexed by Amazon's search engine, it is indexed by Google, which can lead to improved organic traffic from search engines.
Enhanced brand stories
Premium A+ Content provides brands with the means to tell their story in a compelling and engaging way, leading to improved brand recognition and loyalty.
Premium vs. Basic Amazon A+ Content
Amazon A+ Content is a standard feature available to all Amazon sellers and is free as part of the benefits of Amazon Brand Registry. Premium A+ Content, however, is a more advanced tool that goes beyond basic A+ Content. It allows brands on Amazon to highlight the key features and benefits of their product in a more visual and engaging way.
The premium A+ content design is tailored for brands that excel on Amazon. It offers up to 16 different modules, giving brands more room to tell their story. Features such as full-screen videos, images with hotspots and interactive comparison tables make product listings even more appealing. Initially, this feature was exclusive to major brands and came with a hefty price tag. But now Amazon has expanded its availability and is offering it for free during promotional periods. All this is designed to help brands stand out in a competitive market, improve customer interaction and increase conversion.
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Premium vs. Basic Amazon A+ Content
Are you eligible to create Amazon Premium A+ content?
Premium A+ Content offers an impressive collection table, and it's great to see that it allows the integration of two videos in the gallery. But how do you access this feature?
The requirements to access Premium A+ Content are as follows:
Brand Story
Vendors must publish a Brand Story on all their ASINs.
A+ Content submission
At least 15 submitted projects with A+ content must have been approved in the past 12 months. If you have not already done so, it is recommended that you submit A+ content for all your ASINs and wait for approval. The approval process can take up to two weeks. If you have fewer than 15 ASINs, the question is whether you can submit your A+ content, get it approved, make changes and then resubmit it for approval. This has not been personally tested yet, so feedback from people who have tried it would be valuable.
Brand Story Module
It is essential that your brand is registered on Amazon. Also, make sure you have submitted and approved the Brand Story module. Some sellers are currently working on this for their customers. For any ASIN where you do not have A+ content, it is recommended that you submit it. Even if you don't have professionally created A+ content, consider submitting a temporary version. This can be a few blocks or large image blocks. The same goes for the Brand Story. Submit a temporary version, get it approved, and then consider hiring a professional creator or designer to improve both the Brand Story and the A+ content.
How do you optimize your Amazon Premium A+ content?
Selling products on Amazon requires attention to every detail. When it comes to product listings, Premium A+ Content is undoubtedly the most eye-catching part. Here are some tips to get the most out of this feature.
Proper images and infographics
High-quality images and infographics can make your product more appealing. Combining text and images, including product information, specifications or features, can effectively turn visitors into buyers. It's a great opportunity to provide a vivid picture so customers can imagine the product in real life. If you are not good at graphic design, consider hiring a professional to make your listing the best it can be.
Provide unique and relevant product information
Providing as much information as possible can reduce returns and negative feedback. Highlighting your unique selling point (USP) can make your product stand out among competitors.
By making sure your content answers all possible questions customers may have, you increase their confidence in buying. But it is also essential to keep your content clear and straightforward. Avoid complicated language and unfamiliar abbreviations, and make sure the information is concise but rich.
User Generated Content
An option for a block where you can showcase all your UGC. This is an excellent example of a UGC/review module. It shows quotes from satisfied customers and presents them in a Polaroid photo style, with different people using the product. If you have content from platforms like Instagram or footage of people using your product, incorporate it into your listing. This applies to both regular A+ and premium A+ content.
Another recommendation is to use customer videos. If you have many, consider editing them into a compilation to highlight your customers' best testimonials, clips and moments. Prioritize showing your best video content and images and highlight your best selling points. Think of this as the future of Amazon - it's similar to an entire Web page. This layout offers even more visual space than standard A+ content. The gallery images are a bonus. The key is to use powerful words without overwhelming the text. The presentation should be clean and visually appealing.
Follow your "Brand Guidelines."
Create a specific "tone" or design for your products and brand. If you don't have one yet, think about how you want your brand to be seen. You can also look at competitors' offerings to see how they present their story. This brand tells who they are well.
