What is a+ content on Amazon?
Why You Should Focus on Improving Amazon A+ Brand Content?
Amazon has been a game-changer in the world of ecommerce. They have disrupted the traditional retail model and have become a juggernaut in the online shopping space. Amazon’s success can be attributed to their extreme customer centricity. “Convenience is key”– and the entire business model and mindset is built around this principle. So, any Brand seeking to build and grow their ecommerce channel on Amazon would have to start by taking a page out of Amazon’s book and understand their customers’ needs and wants. Customer personas, journeys and product preferences should be at the forefront of every company’s mind if they want to succeed in today’s ecommerce-driven world.
This focus of this post is about highlighting how A+ Content (previously called Enhanced Brand Content) has evolved as one of the best ways to increase your brand’s visibility on Amazon. Enhancing product description with A+ content provides an excellent medium to include additional images, videos, and text and visual cues to better highlight a product’s benefits and features. As a result, a well curated A+ content can set a product apart from the competition.
Let us help you get started with Amazon A+ content if you do not know where to start. We will take a closer look at how A+ content can optimize your products in this blog post.
Why use Amazon A+ content to promote your brand?
There are over 6 million marketplace sellers across all Amazon marketplaces worldwide. Naturally, the competition is brutal among these sellers to catch the attention of the buyers. Content is the key factor in driving growth.
- By leveraging A+ Content brands can-
- Increase Discoverability
- Improve Glance Views
- Improve Conversions
- Boost Your Brand Image.
- Increased Sales
- Reduce Returns
- Garner Better Reviews and Ratings
- Improve RoI
- Lower ACoS
How Enhanced Brand Content (EBC) or A+ Content help to optimize content?
“A+ content on Amazon can take your product listings from “meh” to “marvelous.”
– DataisSacred.com
Ecommerce Customers are typically well informed, hyper-connected and are looking at various cues before hitting the BUY button. They want high-quality, relevant, and engaging content that speaks to their needs and wants.
Enhanced Brand Content (EBC) or A+ Content is one such powerful marketing tool that can be used to make a brand stand out in the crowded Amazon ecosystem. Amazon’s Enhanced Brand Content (EBC), in short, is a feature that allows brands to add unique, rich content to their Amazon product pages. This content can include videos, images, and text that Amazon has approved. Amazon brands can use EBC to differentiate their products and tell their brand story in a more engaging way. In addition, EBC can help brands improve their search ranking on Amazon and drive more traffic to their product pages.
As the channel attains maturity, we will see more brands embracing the A+ content as the standard on the platform.
With Amazon’s A+ content, you can show off your product features and turn customers into buyers by integrating a little brand personality. It provides an opportunity for sellers to incorporate strong visuals in their listings that will make them stand out among the competition!
A+ Brand content is just a part of crafting a good Amazon product listing. A+ content goes beyond the standard product description to provide customers with an in-depth look at what the product has to offer. This includes detailed information about the features, benefits, and even usage instructions. In addition, A+ content often includes high-quality images and videos that highlight the product in use. A+ content can help to give potential customers a better understanding of what they are considering purchasing. As a result, A+ content can play a key role in helping to increase sales, conversion rates while decreasing buyer’s post-purchase discontent.
Key Statistics on A+ Content:
- As per estimates, Amazon A+ Content can help increase overall product sales by 3 – 10%, on average.
- Only 70% of non-bestseller listings contain A+ content, compared to 91% of bestseller listings.
- The primary image of 97% of bestseller listings is placed on a white background.
- Customers give bestsellers 30X more feedback than non-bestsellers.
Amazon a+ Content Example:
What are the features of A+ content?
The PDP page shows the following content types as separate sections:
- High-Definition Videos
- Hero Product Image
- Enhanced Images
- Text Cards
- Product Comparison Charts
- Robust FAQs
- Hero Images
- 360-Degree Spin Images
- Highlight Brand Story
- Capitalize On the Real Estate Provided by The Brand Stores
- Interactive Slideshow
- Custom Graphics
- Banners
- Comparison Charts
- Product Carousel
- Link To Other Products
- Link To Amazon Brand Store
- Rich Text Editor, Including Bulleted/Number Feature Lists
- Other Digital Marketing Assets
Note: Few of the Premium A+ Feature (video, interactive content) are only available to the 1P Sellers (vendors) at a considerable price. 3P Sellers or not eligible for this feature.
Amazon a+ Content Example:
Useful tips to follow while creating Amazon A+ content:
- Educate:
Use the A+ Content as an opportunity to educate customers about the history of your brand, the brand’s values, unique selling propositions and product lines. - Strong headline to grab attention:
A great headline is key to getting shoppers to stop and read your listing. Descriptive Titles that are integrated with high traffic, relevant keywords and are fewer than 80 characters works best! - Keep it Short & Simple:
Make sure your content is brief and easy-to-scan by the online shoppers. Bullet points works well as they make the content easier to scan and grab the shopper’s attention. The content should be optimized for relevant keywords, but overdoing it does more harm than good. - Use high-quality images:
Images make or break your listing, so make sure they are high-resolution, clear, well-lit, and professionally edited. Use infographics to add visual interest to your text. Consumers prefer to zoom in and out of images, and high-resolution images help convert intent into sales! - Be precise and truthful:
Amazon A+ content must be accurate and truthful. All claims made about the product must be backed up with evidence and disclaimers. - Use simple language:
Amazon A+ content should be in simple language – avoid using jargon, acronyms, and technical terms. Touché! - Proofread your content:
A+ content must be error-free, typo-free, and grammatically correct. Any typos and errors can seriously erode confidence in the brand and thereby lead to loss of reputation (and Sales!). - Use consistent branding and design elements:
It is important that the Amazon A+ content reflects the brand, its story and identify. Usage of similar color palette, design elements, high-quality images, and graphics should portray the consistent Branding. - Highlight Product Features and Benefits:
To convert potential customers into lifelong clients, you should focus on the product’s benefits. This is especially helpful for shoppers who are still in the Awareness and Consideration stage of their Buyer’s Journey. - Learn from Competitors:
Analyzing top competitors’ Amazon Q&A, Reviews sections can unearth crucial insights on the customers’ needs and wants. Gaining this knowledge will help in creating impactful content for their own A+ products. - Optimize for search engines and shoppers:
You can increase your listing traffic by optimizing your SEO. Every element of a page must serve a purpose to boost traffic and conversion rates. The best-in-class shopping experience begins by providing SEO-rich copy, alt images, video, or animated product tiles. Remember, the text and images in the A+ content is regularly indexed by Google thereby directing potential customers to a brand’s Amazon page. - Upsell and Cross sell:
It is easier to cross-sell and launch new products using A+ Content. The carousel layout helps to market and advertise an entire line of products without leaving Amazon’s Product Detail Page. - Hero Image:
Amazon’s hero product image is the main picture and the first opportunity for a brand to highlight its products and attract online shoppers. The hero image should be able to grab the shoppers’ attention since shoppers tend to scan the photos at the top and then skip to the rest of the information. - Comparison Charts
If a comparison chart is relevant to the category, A+ content should include it. Differentiated products enable consumers to better understand what each product offers. Therefore, shoppers can make more informed purchases. This results in higher customer satisfaction, better reviews and ratings, fewer returns! - Customer Reviews
Reviews and ratings can be used to create engaging A+ content. Negative reviews can also reveal what details are missing from your listing. By utilizing customer reviews, brands can refine product descriptions and drive traffic to their listings using Sponsored Ads.
Follow these tips and you will be on your way to creating Amazon A+ content that will help improve your product listings and increase sales.
Summary:
Amazon’s A+ Brand Content feature provides brands with the chance to create richer, more compelling product descriptions. Success is guaranteed only when there is an increase in click through rates to your product page and a shopper finally decides to believe in your brand story and make a purchase.
Creating Amazon A+ content can be a challenge, but it is essential for brands looking to improve their visibility and sales on Amazon.
Have you tried using A+ Content on Amazon? What results did you see? Let us know in the comments below!
