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 boost the chance of sales on their listings.
It’s no surprise that Amazon is often leading the pack when it comes to improving the buying experience for its customers. Understandably, they are also invested in simplifying the experience for Vendors and Sellers. Sometimes this means combining similar features (for example, Amazon’s recent merging of Enhanced Brand Content (EBC) and A+ Content), and sometimes it means making features like Premium A+ Content available to more (but not all) Vendors on the platform.
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 (also known as A++ Content).
Amazon A+ Content is a standard feature available to all Amazon Sellers, that allows for a visually engaging ASIN detail page. 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:
Amazon A+ Content is free as one of the many benefits of Amazon Brand Registry. All registered sellers have access to Amazon A+ pages in Seller Central. However, A+ Content can only be added to products by a business if they are the only seller of that product on Amazon. A+ Content can then be submitted to Amazon for approval and publishing.
While the technical cost is free, keep in mind there may be a business cost associated with creating, uploading, and continually optimizing A+ Content on Amazon, but this cost can be well worth the time when it drives increased revenue.
Optimizing your Amazon listing with A+ Content can provide the best opportunity to answer common-concerns, demo any confusing product features, and build a strong reputation for better brand-recognition and customer affinity. All of this added content isn’t just fluff either. Providing the right information to customers on a listing can increase SEO relevance, giving better visibility with a wider audience; increase customer purchase confidence, driving up conversion numbers; and help customers truly understand the product before buying, decreasing return rates.
While there is no confirmation that information and imagery in Amazon A+ Content are indexed for Amazon searches, Amazon A+ Content is indexed by Google and can appear in Google Search Results.
Amazon Premium A+ Content, or Amazon A++ Content, is an exclusive 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. (Because Premium A+ Content and Amazon A++ Content are the same thing, we will use them interchangeably for the rest of this article.)
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.
Amazon A++ increases the total number of modules brands can use from five to seven. For the first time ever, A++ expands the usable real estate of the page, using the entire width of the screen for a sophisticated and modern feel.
Premium A+ also gives brands the ability to embed videos either as a full screen video in the product description or as one that appears alongside text. It also uses multimedia in fresh new ways—allowing users to create modules that respond when hovering over features, clickable question and answer sections, and improved comparison charts that allow shoppers to compare two similar products head to head.
Some noteworthy features that Premium A+ offers are:
Currently Premium A+, or A++, Content is available only by invite for brands using Vendor Central. Premium A+ can cost anywhere from $250K and $500K per product. Generally Premium A+ is used by larger brands.
Although their names and purposes are similar, there are some key differences between A++ Content and A+ Content, and the pros and cons for each tool.
Amazon has clearly positioned Premium A+ content as an exclusive tool, and as such is available on an invite-only basis.
The price for A++ is negotiated between Amazon and individual brands, and lands between $250K and $500K.
Character limit restrictions are more strict than Basic Amazon A+.
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. If you have a product that requires detailed, technical explanation, it may be best to stick with Basic A+.
First of all, to use A+ Content in your listings you must be:
If you meet one of those qualifications, you can get started by logging into your Vendor or Seller Central account, go to the 'Merchandising' or ‘Advertising’ menus and choose ‘A+ Detail Pages’ or 'A+ Content Manager.' From that point, you’ll be able to select one of two options: the Self Service module, which lets you select and build out your ASIN’s listing, or Amazon Builds For You, which only requires you to upload images and text, and Amazon will take care of the rest.
Amazon’s A++ Content tool was first introduced in 2016, but it was only exclusive to big name brands like Sony, Dove, and others. Although it is less exclusive now, this feature is still only available on an invite-only basis.
Whichever content tool ends up being the best fit for your brand, you’ll want to make the most of it. Our creative and digital marketing experts at Pattern can help brands use A+ Content and A++ Content to increase conversions and give buyers an amazing experience. Contact one of our Amazon experts or request a demo to learn how Pattern can help you increase conversions on Amazon.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.