The Unicorn Playbook: How Brands Accelerate to the Top

Sarah Abel

November 3, 2021

What is a unicorn brand and how do you get there?

In simple terms, a unicorn is a billion dollar brand. Unicorn brands you may have heard of include Nestle, Pandora, Panasonic, and of course, Pattern.

But how did these brands achieve unicorn status? Every brand starts with an idea and slowly builds over time to create an empire, but what are the important building blocks? We’re glad you asked.

To truly accelerate a brand from a vision to a unicorn takes 5 key competencies, across both design and ecommerce strategy. Creating a company that can thrive starts with careful design, and accelerating that company’s growth requires an all-encompassing strategy. Our Chief Revenue Officer, John LeBaron, and Chief Design Officer, Beau Oyler, outlined the 5 pieces of both creation and acceleration at the Silicon Slopes Summit 2021. Read on for a recap of their Unicorn Playbook presentation below:

5 core competencies to create a unicorn brand

Consumer insights

Everything in business comes back to knowing your customer and serving them well. To design a worthwhile product you need to truly understand your target audience–you need to get in their heads. The process of understanding your audience expects you to leave your preconceived notions at the door. It requires that you observe objectively and find empathy in your customers’ pain points. And above all, understanding your audience means looking at the cold, hard data to get an unbiased understanding. In this journey to understand your audience, you should come away with a clear idea of what your customers need, why they need it, and what kind of solutions they have been looking for.

When it comes to consumer insights, Enlisted Design, Pattern’s award-winning design agency, recently worked through understanding the audience on the launch of Beast Burgers. Beast Burgers comes from the larger brand Mr. Beast, which is both a YouTube channel and an individual social influencer. Mr. Beast creates contests and giveaway content that is extremely popular with a GenZ audience. And when the pandemic hit, Mr. Beast wanted to give back to the loyal followers that had made his career so successful, so he came to Enlisted with the following insights on his GenZ audience:

  1. Gen Z was being ignored by food brands.
  2. Gen Z kids were stuck at home due to COVID, and weren’t happy about it.
  3. Kids love burgers, but can’t get them because of being stuck at home due to COVID.
  4. Restaurants and delivery workers were still available, just slower in the pandemic.
  5. Every Gen Z is digitally native.

Beast Burgers Consumer Insights

With those insights, Enlisted was able to create a solution that not only understood GenZ’s problems, but that provided a brand experience they could fall in love with.

Strategy

After finding consumer insights, the next step is to create a strategy that plays to those insights and actually touches on what the audience needs. A strategy is how you fulfill your brand vision; how you go from pain points to pleased customers.

With the insights about GenZ, Enlisted Design partnered with Mr. Beast to create a product that filled his consumers' needs, and Beast Burgers was born.

  • Beast Burgers would deliver burgers, a product GenZ loved and was having trouble getting.
  • Beast Burgers would be designed specifically for GenZ.
  • Beast Burgers would come to GenZ so there was a bright spot to being stuck at home.
  • Beast Burgers would utilize ghost kitchens and give the capable restaurants and delivery workers efficient recipes and a new line of work.
  • The experience would be, start-to-finish, digital. Beast Burgers would be ordered online, no physical counter or drive-thru, and the advertising would be done where GenZ already was—online.

Beast Burgers Strategy

The fulfillment of a strategy that plays off of individual consumer insights goes hand-in-hand with creating a living, breathing brand.

Brand

A brand is more than a title and a logo, according to Beau Oyler, CEO of Enlisted Design and Chief Design Officer at Pattern.

“A brand is essentially a manifestation of a company, a product, or a person, and that brand has so many different touch points to target the consumer. When done right, each of these touch points create a cohesive brand experience.”

Those touch points make up every part of the buyer’s journey, both digital and physical. From advertising to unboxing, and from web design to in-store returns, branding is how you unify every aspect of your offering.

With Beast Burgers, branding created a start-to-finish GenZ, digital experience—with every touchpoint accounted for. The brand guidelines, graphic design, and fonts were all created to be playful, digital, and in-touch with the audience, but the design didn’t stop there. It bled into naming the burgers, creating the recipes, and directed the language used to describe both the product and the brand. Ultimately, everything was designed to create brand buy-in from the audience at an emotional level.

Beast Burgers Branding and Design Examples

“There's this emotion of desirability that some products have. It's very difficult to create that emotional connection. But ultimately, when it's created, the consumer begins to lust after that thing. And then once they adopt it into their lives, that becomes who they are, or part of who they are,” Beau said. “We want that. We want them to lust and love our products and our brands, because then they're going to use them, they're going to love them, and they're going to advocate for them.”

CEOs can have a killer idea for a product or an air-tight strategy, but if they miss the key ingredient of humanizing the brand, then no amount of acceleration can drive a brand without soul. To succeed in creating a brand and not just a company, you have to consider every detail that might create an emotional connection, from the digital presence to the product packaging.

Beau Oyler Emotional Connection Quote

Packaging

After gathering consumer insights, a strategy to fulfill those insights, and humanized branding, you’re ready to package everything together for the consumer and get the product in their hands. Often the product packaging will be the first physical experience a consumer has with your brand, and first impressions matter.

With Allbirds, Enlisted took on the massive task of producing on-brand packaging in a considered form factor. Consideration being a key piece because shoe boxes aren’t often considered, they’re mass manufactured to be exactly what the consumer has always seen. There was no elevated branding or emotional tie to the idea of shoe packaging.

However, to stay on-brand for Allbirds, Enlisted needed to fulfill color requirements, size requirements, and sustainability requirements. So the designers dug deeper. Shoe boxes have always been the same simple box, but what can we do to create one box shape that will house every size? And how can we make it sustainable? No, how can we make it biodegradable?

By ignoring the ‘classic’ shoe-box shape and opting for materials like sugarcane, Allbirds created an innovative and considered package that was honored in Fast Company’s 2021 Innovation by Design Awards. The final package was a black, fully biodegradable shoe case that could hold every size of shoe it would carry.

Allbirds Dashers VIP Packaging is 100% Compostable

Packaging matters, and just like packaging, a product is so much more than it’s name or physical shell. A product is an experience with the potential to create a community in and of itself.

Product

A product is more than the object your brand sells, it’s a chance to tie in consumer insights, branding, and strategy to produce an end result—solving problems your consumers face.

Take Arlo security cameras; consumers didn’t want another piece of tech in their home, but they wanted a way to easily understand what was going on at home. So, from end-to-end, Arlo was about being homeware that was more communicative than intimidating. The idea wasn’t to skimp on tech, but to serve the consumer's needs.

The result? A DIY security camera design that evolved into a system, and that system turned into a design language. And now that camera, system, and design language have over 30 products that all sprung up from a product that was focused on being more than just another piece of hardware.

On top of a successful product line, Arlo’s innovation allowed them to have the largest IPO in IOT history, showing the value that design can bring to business.

Somewhere between understanding the end customer, unifying the brand touchpoints, and fulfilling the vision, a unicorn brand is born. But existing as a unicorn with a strong offering can only take a brand so far—they’ve got to find a way to reach their full potential across markets, marketplaces, and overall ecommerce. No matter how perfect a product and brand design is, it still needs a platform to accelerate its digital presence.

5 core competencies to accelerate a unicorn brand

Data insights

In designing a product and creating a brand, we used consumer insights to understand what the target audience needs and why. Going one step further, consumer insights data helps us understand where and what the target audience is looking for. Using that data, you'll find opportunities to accelerate your brand that you didn’t even know existed.

At Pattern, we use data to learn what space there is for new products, what keywords customers are searching when they are looking for a product like yours, and what keywords competitors are and aren’t using to attract customers.

Using our Predict platform, we actively monitor 3 million keywords a day, and we’ve been aggregating that data for years. On top of all that data, we are dissecting more than 30,000 different categories and subcategories on Amazon to understand not only what keywords matter, but how they matter in their space.

Data-Driven Insights Competency

Here’s the power of data in action. If your brand came to Pattern and asked us if face masks are a good category to go into, our data would tell you that face masks are an amazing category. There are more than 12.5 million searches every month—just on Amazon US—related to face masks in this category. Keywords like “face masks for men,” “women disposable face masks,” “moisturizing face masks,” etc., are just a few examples of keyword searches.

So are face masks a good Amazon category to launch in? We let the data speak for itself—the category is growing more than 150% every single year, and from a competitive standpoint on the HHI index it's a 7.1, which is very, very good.

Additionally, it's a very fragmented category, which means that you can win. The entire category itself only has 221,423 reviews. In some categories, you’ll get a product with 25,000 reviews on one product alone, making it hard to make noise for yourself with a new launch. But in face masks the reviews are spread thinner, meaning your ability to penetrate the market and actually win is quite high.

These are the types of data insights that can help not only build a brand but understand what the opportunities are. If your brand came to us already in the face mask space but not seeing the benefit of the opportunity we’ve described, we can dive back into the data to find out what keywords opportunities you’re not taking advantage of—does your description mention disposable or just a sheet mask? Does your listing silo your product to 1 gender? Should it? It depends on the category. This type of granular insight is what helps drive the next piece of the playbook: traffic.

Traffic

Having data insights can only do so much for you if you don’t use them to their fullest extent. In order to accelerate your brand online, you have to be really good at getting traffic. If you have the best product in the world but no one can find it then, unfortunately, no one can buy it.

Data insights around keywords help you uncover user searches that match your product that you, and maybe your competitors, aren’t paying attention to. On top of organic keyword opportunities, data gives you insights around paid keyword opportunities. With our ecommerce acceleration software Predict, you get both.

Traffic Competency

Our Destiny methodology identifies the keywords you need to bid on in order to rank better organically. Then, once you rank well you can move on to advertising and boosting different keywords, and we’ll help you continue the cycle until you own your industry.

The true secret of traffic for acceleration? It can’t be manual. You must have a platform that automates keyword research and analysis, ranking monitoring, and advertising optimization.

“Think about the US stock exchange,” said John LeBaron, CRO at Pattern. “Fifteen to twenty years ago 90% of all trades happened manually. Today, more than 90% of futures volume, or equity volume, in the United States is happening through algorithmic, programmatic HFT—or high frequency trading. The same thing is happening in ecommerce on keywords, on advertising. If you are not using programmatic or algorithmic bidding in what you're doing, you are going to lose.”

Our platform automates, arbitrages, and performs millions of “trades,” or bids, dynamically. For example, using product Destiny, we took Feetures from ranking on longer-tail terms like ”‘no show athletic socks black” to parent keywords like “no show socks.”

Feetures Prioritizing Keywords to Win

The machine analyzes where the brand is at, what the opportunities are, and goes to work spitting out new keywords and trying to bid against them. It might increase the bid or might lower the bid until Feetures starts ranking on longer tail keywords like “no show athletic socks black,” then starts to win on “no show athletic socks man,” and then starts to grow, all the way up to getting domain authority on terms like “no show socks.”

Why do we spend the time on this? Because driving traffic is huge for accelerating a brand. You want as many qualified consumers as possible to know you exist, and the best way to do that is to get in front of them when they are looking for a solution like yours. Sadly, getting in front of the right customers won’t do the job alone—you’ve also got to convince them to buy, which leads to optimizing your content.

Content

The term content is a wide net that catches images, video, bullet points, product descriptions, reviews, and yes, A+ Content on ecommerce. Content is where you show and explain to potential shoppers what your value is, and how you can solve their pain points. Designing an informative, engaging product listing page is one of the most effective ways to turn browsing shoppers into customers.

Looking at Owlet, for example, we redesigned their image stacks to give consumers the information they needed as quickly as possible. The average person reads only 20% of a web page, but will view every image, giving images huge power in consumer decision making. To nail our images, we use sentiment analysis to analyze the reviews and find out what questions people are having, what expectations the product is missing, and then we illustrate the answers right away. This allows users to self-select as the right audience and truly understand what they are buying from the get-go.

Owlet Content Examples

And it works. Owlet reported a 43% growth in business in Q1, which is great, but we know their Amazon business was growing close to 70%. High-quality images, detailed product descriptions, and consistent branding are all content pieces that will truly improve conversion, and we’ve seen it happen.

Another great example is Popsockets. When our partnership with Popsockets started, we changed nothing except improving the content. We wanted images that showed the product in action instead of just highlighting the colorful designs. Using the traffic they were already generating, our content pushed the conversion rate up 49%. Sometimes you don’t need to throw more innovative ideas, advertising dollars, or full-blown campaigns at a low-performing product, you just need to tweak what you’ve already got going.

Popsockets Content Examples

But the ecommerce story doesn’t end there. Once you’ve put work into getting traffic and converting it with top-notch content, then you’ve got to worry about protecting your brand against unauthorized sellers, price erosion, and counterfeit copy-cats.

Protection

You put in enough time and market research pricing your product correctly in the first place, so it’s important that you protect your ability to maintain and control that price once your product hits the market. Tracking and enforcing Minimum Advertised Price (MAP) can make the difference between stagnation and acceleration.

A key element of MAP enforcement comes from identifying and removing unauthorized sellers, who get ahold of your product and sell it for less than they should. Because once one seller has a lower price, all other sellers have to lower their prices to match or they’ll always lose out on the sale. But then as prices get lower, profits get lower, and sellers are less likely to choose your product to carry in the future.

We worked with a brand whose distribution and price monitoring got out of whack. With no compliance on pricing, they were 18 months into a release when they found out that they were selling below product cost. We implemented a strategy of monitoring, reporting, working with 3rd party legal entities, and shopping on their behalf to understand where the product was getting diverted and how it was getting there—all of this to help them get absolute control of their distribution channel and return to selling at their chosen price.

The most rewarding part? We’ve had brands who’d been working with big-name attorneys and had struggled to see our same results, showing us that not only does our playbook work, but our platform is the most effective way to accelerate.

Logistics

Just like you want to protect your brand from shady distribution to avoid unauthorized sellers, you want to ensure you have strong logistics to get your product to the end customer quickly and cost-efficiently. Every part of the Unicorn Playbook hinges on this final piece, because having the perfect product and getting it in front of the perfect consumer with a perfect price won’t matter if they can’t actually get your product in-hand.

Oftentimes brands will find that fulfillment tends to be the most expensive part of the ecommerce equation. Shipping containers, moving product, taking care of packaging—it all adds up. So whatever you can do to use data to solve problems and find efficiencies can go a long way for brand acceleration.

One of the things we do is put our machine learning across products and tier sizes. For example, Amazon charges different fees to ship your product depending on the size, and we found that one brand we work with was 0.2 inches over the next size threshold. So, we explained the data and pitched decreasing their package size by 0.2 inches. They are now saving $65,000 a month, just because they knew to make one small packaging change on one product thanks to automated logistics insights.

Changing Package Size to Save Money With Automated Logistics Insights

Another example was finding a solution for Yogi Tea to ship their small, inexpensive products. We decided to combine their products and sell bundled sets instead of just single products. This wasn’t something they could handle in-house, so we did it for them. We packaged their products into a bigger, bundled product, and now it’s a top seller.

Bundling Yogi Teas

Be the next unicorn with Pattern and Enlisted Design

In summary, unicorn brands don’t just happen, they are created and accelerated through meticulous strategy and optimization. It takes data and great design to build a unicorn brand that resonates with consumers.

With Enlisted Design’s track record of creating next-level brands around the world, and Pattern’s expertise in expanding next-level brands across markets, marketplaces, and overall ecommerce, a Pattern and Enlisted combo is poised to turn you into the next unicorn.

As a unified partnership, we work together to fill the gaps in design, product, and marketing to ensure your brand is at the leading edge of your industry. We help you get the right product, on the right platform, in front of the right person. We don’t sell brands a design package or software suite that they don’t know how to use or don’t have enough people to manage—we partner with brands to accelerate their creation and growth.

Interested in learning more? Enlisted’s branding expertise will take your product to the next level, and Pattern’s ecommerce chops will ensure your brand accelerates to achieve its full revenue potential. Get in touch here.

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MAP Pricing vs MSRP: What's the Difference? (blog header)
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MAP Pricing vs. MSRP: What's the Difference?

“MAP” and “MSRP” are two of hundreds of acronyms floating around in the world of ecommerce, and they’re two of the easiest to confuse and misunderstand. While MAP and MSRP do play similar roles, they also have key differences that can work in tandem to support and protect your brand on marketplaces.

So what are MAP and MSRP and why do they matter? Here’s what you should know: 

What is MAP?

MAP (or minimum advertised price) is the minimum amount that a manufacturer or wholesaler recommends resellers advertise their products for. MAP pricing policy is essentially a one-way boundary you set to protect your brand, protect the margins of your resellers, and maintain fair competition across all of your distribution channels.

When setting a MAP policy strategy, remember the important things you’ll want your MAP policy to do are:

  1. Protect the interests of your brick-and-mortar resellers, giving them the margins they need to display and carry your product as well as sell it.

  2. Stay small enough that it discourages resellers from heavily discounting your products and keeps competition fair.

  3. Accurately reflects on the brand image and value you want to reflect.

“Advertising” and “recommends” are the key terms here. MAP policies should only recommend the price that is advertised online or in-store for a product, not attempt to fix the actual selling price of the product—that’s illegal—or recommend the actual selling price. That’s MSRP’s job.

Benefits of MAP

MAP not only keeps competition fair, but allows you to control your brand identity and promote consumer trust of your product and brand. Here are some of the benefits of having MAP policies:

  • Better brand protection and control

  • Creates a level playing field for retailers

  • Reduces bad customer experiences

  • Provides an accurate performance analysis

How Can Brands Effectively Enforce MAP?

It’s critical that MAP policies are structured in such a way that a brand avoids violating anti-trust laws. One way brands can effectively enforce MAP is by simply monitoring online product prices across digital channels to identify fluctuations in the market. 

At Pattern, we help brands not only develop a MAP policy, but also enforce it. Enforcing MAP policies and gaining marketplace control includes finding unauthorized sellers, which Pattern’s data finds. Once Pattern finds the unauthorized sellers, Vorys eControls (Pattern’s legal partner) steps in and handles the takedowns of unauthorized sellers, continuous enforcement of brand management, and reseller policy enforcements.

What is MSRP?

MSRP (or manufacturer’s suggested retail price) is how manufacturers standardize pricing across their resale channel and determine what price is fair for their product. The key difference between MSRP and MAP is that MSRP is the actual price manufacturers set and recommend retailers charge for their goods while MAP is the advertised price. 

MSRP doesn’t necessarily have to be the final price of a product—it’s most often a starting price—but it is determined by taking into account all of the costs associated with the distribution and manufacturing process for a product and the margin amount resellers need in order to make a profit. MSRP also establishes value. For example, if a brand wants to build a premium brand, the MSRP can reflect the actual or perceived value of their product.

Benefits of MSRP

Setting up an MSRP for your product includes the following benefits:

  • Maintains brand equity

  • Establishes brand and product value

  • Standardizes costs across marketplaces

How Can Brands Effectively Enforce MSRP?

Like MAP pricing, MSRP has to be set up as a one-way policy and not an agreement between a manufacturer and a reseller to avoid landing a manufacturer on the wrong side of the law. It’s a recommendation, not a contractual bind. As mentioned for MAP policy, Pattern helps brands effectively enforce MSRP with our proprietary data and expertise to protect their brand. 

How Do MAP and MSRP Work Together?

MAP and MSRP have different applications that may prove useful in different scenarios. For example, MAP policies are typically more useful in marketplaces where competition is fierce and price erosion happens easily if sellers are left unchecked. Ideally, however, MAP and MSRP are a dynamic duo that work together to serve the interests of your brand, support your resale channels, and protect your resellers.

Setting an MSRP establishes value for your product and lets your resellers know you’re serious about controlling channel conflict, maintaining pricing equity, and protecting their margins so they’re more confident setting pricing at the MSRP level.

MAP is the second half of setting a pricing policy. Setting a MAP price for your product, in addition to an MSRP, further standardizes pricing across your resale channel and gives legitimate resellers a fair environment to compete in while setting boundaries against unauthorized sellers harming your brand.

MAP combined with MSRP creates a stronger level of brand protection, giving your brand more sustainable, profitable growth.

Maintain Brand Control With Pattern

MAP policies can be tricky to draft, because there are so many legal lines to tiptoe around and so much nuance that goes into pricing. They can also be tricky to enforce without the right tools. At Pattern, partnered with Vorys, we have the tools and resources to help you maintain brand control on all marketplaces. 

As an ecommerce accelerator, Pattern can help you identify MAP violators and regain control of your brand online so that your image and your resellers are protected. To learn more, contact us today.

Athlon Optics Walmart.com Launch Has Record Setting Sales within 3 Days
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Athlon Optics Walmart.com Launch Has Record Setting Sales within 3 Days

Athlon Optics sells scopes and other optical accessories like binoculars for anyone who may be hunting, shooting recreationally, or competing.  After achieving significant success on Amazon, the brand wanted to launch on Walmart. As a growing marketplace with huge growth forecasts, Athlon saw their competitors already staking claim on walmart.com and saw opportunities for increasing their sales.

As a prestigious brand in its category, with loyal consumers, Athlon does so much with very few resources. With less than twenty employees in the entire company, managing everything from customer service to product development, their ecommerce team needed support to scale to a new marketplace.  And, they needed a partner who had a relationship with and deep understanding of walmart.com to accelerate their growth. Pattern is a one-stop shop for Athlon, providing the resources and expertise, so Athlon could also save budget and stop outsourcing so many different aspects of their marketplace business.

Athlon Optics Prepares for a Seamless Launch

Sometimes brands who transition from 1P to 3P with Pattern have no proprietary sales, marketplace data or content such as product images, video, or optimized copy. These circumstances create a more hands on transition for Pattern and may interfere with launch expectations. 

But Athlon was the consummate partner and overly prepared to transition to 3P– buttoned up, organized, and ready to take on walmart.com’s list of launch needs. Athlon provided all the required assets on time and was very organized.  The images were shot, formatted, and categorized as A+ content that Pattern ported over.  This process dramatically reduced wait times and lag times within the platform.  Plus, since the content was optimized for marketplaces, all images, copy, and listing information uploaded in the first pass. 

Pattern’s Walmart Expertise Leads to Success

But the content worked because of Pattern’s resources and marketplace expertise.  Pattern provided Athlon with a very clear outline of needs and expectations for seamless launch and this process has become a playbook for other brands on walmart.com.  The team’s mutual partnership and Pattern’s diligent follow up with and detailed attention to Walmart processes and logistics prevented Athlon from getting lost in the weeds. 

Three Days is All it Takes

The successful, thorough, and quick transition to 3P with Pattern secured Athlon most likely the fastest ramp-up periods for any brand on Walmart.com.  

Together we achieved success such as:

  • 'Best in class' turnaround–98% faster onboarding than average brand on Walmart.

  • First sale within the first week of landing at Walmart. 

    • Unprecedented turnaround considering the ramp up usually needed to gain momentum and traction with reviews on Walmart. 

  • Exceeded initial first month growth projection by 34%.

Athlon was so impressed by the ease and simplicity of its launch and execution on Walmart that the brand wants to grow our 3P relationship with other marketplaces such as Amazon Canada and Target+.

And, in the meantime, look out for Athlon Optics in Walmart Deal Days in 2022.  A huge win for any brand tied to organic advertising and new traffic opportunities across all media.

Pattern Helps Brands Expand Marketplaces 

Pattern has the 3P partner experience and deep expertise on Walmart and other global marketplaces to help a brand expand their footprint to maintain sales momentum and a competitive edge. Pattern, an ecommerce accelerator, takes on the responsibility of your stock and provides the expert resources needed to successfully launch and continue to grow your revenue on global marketplaces. 

Learn more about Pattern’s expertise and partnership on Walmart.  Contact us today.

Amazon A+ Content
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Amazon A+ and Premium A+ Content: Pros and Cons Brands Need to Know

Long gone are the days when Amazon listings were limited to a simple product description, five bullet points, and eight pictures. As the platform, and number of sellers, has grown, sellers have had to be more and more strategic and eye-catching to increase traffic and conversions on their listings.

Brands on Amazon have plenty of attractive options available to design their Amazon storefront, which reside in two of Amazon’s content tools: A+ Content and Premium A+ Content (or  A++ Content).

Here’s the pros and cons of brands using A+ Content vs. Premium A+ Content:

What is Amazon A+ Content?

Amazon A+ Content is a standard feature available to all Amazon Sellers and free as one of the many benefits of Amazon Brand Registry. 

With A+ Content, a product listing can have more than a plain text description and standard photo reel–it can include high quality multimedia photos and videos alongside eye-catching information to share the product story, and not just the product appearance.

Some noteworthy features that Amazon A+ offers are:

  • Multiple, varied images of a product

  • Strategically concise introduction

  • Video

  • Bullet points

  • 360° product views

  • Matrix comparison charts

  • “What’s in the box” section

What is Amazon Premium A+ Content?

Amazon Premium A+ Content, or Amazon A++ Content, is a tool that goes a level beyond basic A+ Content, giving brands the ability to showcase their product’s most important features and benefits with a modern, visually appealing structure. 

In August 2022, Amazon announced Premium A+ would be available on Seller Central for free usage during a promotional period. Previously, Premium A+ content was available only by invite for brands using Vendor Central and could cost anywhere from $250K and $500K per product. 

With Premium A+ content, a brand visually communicates using imagery and video, and relies much less on text due to strict character limits for product descriptions. According to Amazon, implementing Premium A+ content can increase your sales by 20%.

For the first time ever, Premium A+ expands the usable real estate of the page, using the entire width of the screen for a sophisticated and modern feel.

Some noteworthy features that Premium A+ offers are:

  • Video

  • Full-width imagery

  • More space

  • Clickable Q&A

  • Interactive comparison charts

  • Carousel modules

  • Mobile-friendly and voice-friendly product pages

  • Testimonials

Pros and Cons of Amazon A+ vs. Premium A+ Content

Although their purposes are similar, there are some key differences between A+ Content and Premium A+ Content. Here are the pros and cons for each tool:

Basic Amazon A+ Content

Pros:

  • Free and unlimited use for all Vendors.

  • An effective tool to enhance customer experience and product listings.

Cons:

  • Less features than Premium A+.

  • It's not as visually appealing as Premium A+.

Premium A+ Content

Pros:

  • There are 16 extra modules to choose from that are media-rich and make an impact.

  • You have two more available module slots than Basic Amazon A+.

  • Overall, there are more possibilities for hyper-engaging content.

  • You can expect a sales rate increase of up to 20% with Premium A+, according to Amazon.

Cons:

  • Amazon has positioned Premium A+ content as more of an exclusive tool, requiring eligibility based on past content to qualify for Premium A+ content. 

  • Character limit restrictions are more strict than Basic Amazon A+.

Elevate Your Amazon Content with Pattern

Ultimately, both of these tools exist to help you and your brand provide customers the best online shopping experience possible. Although Premium A+ offers plenty of exciting new options for enhancing customers’ buying experience, it may not be for everyone. Optimizing your Amazon listing with A+ or Premium A+ Content can provide the best opportunity to build a strong reputation for better brand-recognition and customer affinity. 

Our creative and digital marketing experts at Pattern can help brands use A+ Content and Premium A+ Content to increase conversions and give buyers an amazing experience.

Learn how Pattern can help you increase conversions on Amazon. Contact us