For sellers and brands alike, Amazon’s marketplace has become more crowded than ever. In fact, according to MarketplacePulse, Amazon is home to more than 3 million active sellers. This is making it increasingly difficult for brands to stand out from competitors.
To increase brand awareness and sales, businesses use killer copy, descriptive titles, striking images, and listing optimization. Sometimes, however, that’s not quite enough. Luckily, Amazon has a number of features, like A+ Content, that can help you convert those potential customers who are still sitting on the fence.
What is A+ Content and how can I use it?
One of these features is A+ Content, which was previously known as Enhanced Brand Content (EBC). This Seller Central feature allows you to modify the description area of your product listing with visually-rich content—including enhanced images and custom text placement—to tell your brand’s story.
As long as you’re a brand approved in the Amazon Brand Registry, a professional seller, or an “emerging brand owner” working through Amazon Launchpad or Amazon Exclusives, you can benefit from the features of A+ Content.
The best part? Adding A+ Content to your products is currently free. There are rumors that this will soon be changing though, perhaps similar to premium A++ Content. Amazon even hints on its A+ Content FAQ page that this may be the case, so it’s best to incorporate this feature into your listings as soon as possible.
Here are are a few reasons why you may want to consider adding A+ Content to your Amazon listings.
Benefits of A+ Content on Amazon
Customize your storefront
Amazon has recently eliminated its predefined templates for A+ Content, giving your brand more freedom than ever to craft an eye-catching storefront that captures your brand’s essence. Beautiful headings, high-quality photos, engaging copy—each element works together to create a storefront where customers feel comfortable and interested. Not only do attractive storefronts make your brand stand out, but they also keep customers on your listings longer, making it more likely they’ll convert.
If you need help managing and designing all of this content, you’re in the right place. Here at Pattern, we help brands design templates that customers can’t look away from. Below are two examples for brands Pure Encapsulations and Yogi Tea.
Reduce your bounce rate
Your potential customers know there are thousands of products on Amazon that fit their particular needs at any given moment. When they find a product they like, they’ll often use it as a reference point and click to competitor listings to compare features and pricing. Typically, it’s not necessarily the feature set that makes the difference between two products, but the product listing’s design and visual appeal. The data reinforces this idea—Amazon claims that adding A+ Content to a product listing can increase sales by an average of 3% to 10%.
A+ Content can help you reduce your bounce rate by increasing engagement with eye-catching pictures and compelling copy, both of which tell your brand’s story and help your potential customers see your product as something that will enhance their lives.
Reinforce brand equity
A+ Content provides a way to reinforce the brand loyalty you’ve already developed with your customer base. Historically, a main challenge with Amazon has been the lack of branding opportunities available to more-established brands, which has leveled the merchandising playing field and allowed private-label sellers/products to flourish, which could be a disadvantage for well-established and trusted brands.
A+ Content allows brands to bridge this gap and remind customers what sets them apart in a way that's not possible through text-only bullets and descriptions. Learn more about the importance of brand equity here.
Overcome objections and improve search
When customers are comparing products on Amazon, they’re looking for reasons not to buy. A+ Content gives you the chance to overcome the objections your prospects may have by providing more detail and imagery, making it more likely that they’ll convert.
Amazon allows you to answer customer questions on each product listing, something I recommend all brands participate in. One way to use A+ Content effectively is to look at the types of questions your customers are asking and address any recurring themes in your A+ Content.
Since A+ Content generally includes pictures, and these pictures require you to include image keywords, the feature also helps your products appear more frequently in search, which is the leading traffic driver for Amazon product listings.
As mentioned, A+ Content is an excellent way to differentiate your product from similar, competing products. Consider the two lotion examples below.
With A+ Content:
Without A+ Content
Which lotion do you think customers are more likely to buy? Both brands give logistical details about their products, but Thymes’ use of A+ Content also tells its brand story, evokes an emotional response to convert the potential customer into a loyal one, and makes it easy for customers to envision its products in their lives.
Improve mobile optimization
Mobile optimization is arguably one of the best benefits of A+ Content, and is available to all sellers who use the feature. When buyers are searching Amazon on a mobile device, they only see the first 200 words of each product’s description, not even your finely-crafted bullet points. They then have to click the section and open a new page to see more details.
If you’re using A+ Content, potential customers can see all of your carefully-curated content, including the pictures, title, and description, without clicking or opening new pages. This is increasingly becoming a bigger deal, since 47% of Amazon customers are now using their mobile devices to shop, and more than half of all internet shopping occurs on a mobile device.
Not only are customers increasingly using their mobile on Amazon, but they’re also driven by convenience. As with everything on the internet, the faster you can get your product in front of a potential customer (with the least amount of clicks), the better your performance will be.
Are you ready to start enjoying the benefits of A+ Content? If so, below are tips on how to best utilize A+ Content to maximize your sales.
How to use A+ Content
Include high-quality images
Using high-quality images is a basic best-practice to improve your product’s SEO on Amazon, and A+ Content makes it easy. Make sure that your images are large enough that potential customers can zoom in and out to see product features. Pixelated or limited images make it more difficult for customers to trust your brand. Simply put, customers associate high-quality images with a high-quality brand.
Consider combining detailed product images with lifestyle photography, like Hydro Flask. The product images answer common customer questions while the lifestyle photography tells the brand’s story and communicates its unique feel. With any product photography, focus on good lighting, clean lines, minimal clutter, and embracing your brand’s image. Use real humans in lifestyle photos when it makes sense, highlight key features of your product, and emphasize your product’s versatility.
A+ Content allows you to format your photos in 12 different modules, including comparison charts, image highlights, and image and text overlay. Taking advantage of these modules—and following our product photography tips—can help you make the best of A+ Content.
Focus on succinct, interesting text
As we’ve mentioned, one of the biggest draws of A+ Content is its visual appeal. Instead of presenting your potential customers with product descriptions, bullet points, and walls of text, you can integrate text with photography, graphics, and comparison charts. It’s important to make sure you’re keeping your text succinct and interesting, or you’re defeating the purpose of A+ Content.
Make sure every word in your listing page serves a purpose. Using bullet points and less text makes your product information easy to skim and keeps it from being overwhelming for customers. Capitalizing keywords may be helpful. Keep it simple, professional, and optimized for Amazon.
Above all, take care to ensure your product description is accurate. 40% of customers have returned online purchases solely because of poor product content, and poor product descriptions are to blame for 30% of shopping cart abandonment.
A+ Content is worth exploring
As you can see, A+ Content, previously known as Enhanced Brand Content (EBC), is an excellent way to make your products stand out regardless of category. Amazon makes it an easy feature to implement, especially considering that sellers can now upload new A+ Content by ASIN. Since it’s currently free, there are no downsides to giving it a try, but I’m confident these benefits will make it well worth your time.
If you want to take your Amazon listings one step further, Premium A+ Content, or A++ content, is an invite-only option available to some brands. It carries a hefty price tag—between $250-$500k—but also offers more space, 16 interactive models in addition to the 12 basic modules available for A+ Content, video, testimonials and more.
If you’d like to learn more about improving your product listings with A+ Content or Premium A+ Content, we’d love to help. Fill out the form below and we will get in touch shortly.
Editor's Note: This blog has been updated and republished from its original publish date of Sept. 4, 2018 to reflect the most current data.