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More than half of all online product searches start on Amazon. And Amazon A+ content is proving to be one of the best ways to turn these searchers into buyers.
If you’re a brand or manufacturer, chances are you’ve already heard a fair bit about Amazon A+ Content. If you’re an Amazon Seller, you might be familiar with Enhanced Brand Content (EBC) in Seller Central. Despite both being widely talked about, A+ Content and EBC continues to be one of Amazon’s most misunderstood, yet powerful, features for businesses to date. In this article, we’re going to bust the myths and give you an accurate and easily digestible rundown of Amazon A+ Content and Enhanced Brand Content.
A+ Content is a curated collection of multimedia elements that appear in “From the manufacturer” section of a product details page on Amazon. The collection is designed to influence more educated purchase-decisions and conversion by allowing brands to share more detailed, rich, and even interactive, product and brand information.
Basic A+ Content is accessible to any seller or vendor who is registered under Amazon’s Brand Registry. Amazon launched A+ Content Manager in Q3 of 2019 for both Seller and Vendor Central. Premium A+ Content, however, is invite-only and usually offered to Amazon Vendors.
They are essentially the same concept. EBC is the former name for A+ Content within Amazon Seller Central. With the line between Seller and Vendor Central becoming increasingly blurred, A+ Content can now be found on both platforms under the same name. Premium A+ Content, however, is only available within Vendor Central.
While both the Basic and Premium editions of A+ Content allow brands to enrich their Amazon product listings, they differ in both price, availability, and capability. Here is a quick rundown of the main differences.
|Basic (A+)||Premium (A++)|
|Cost||Free||Varies by contract|
|Availability||Globally available to sellers and vendors who are Amazon registered brand owners||Invite-only|
A+ Content is module-based, which means no two pages are likely to look the same. You can freely decide which modules you want to use where and figure out how to best tell your brand’s story visually. While the basic option allows you to share images and text, Premium A+ Content gives you a lot more creative flexibility. It allows you to add videos, comparison charts, hotspots, and more. Here’s an example of what these elements could look like:
Is A+ Content mobile-friendly? Yes! Amazon will automatically resize your content including images and videos for mobile.
A+ content enables Amazon sellers and vendors to enrich their product listings to highlight their brand story, key product features, and encourage better buying decisions. All of this combined, can lead to several key benefits, including:
According to Amazon, adding A+ content drives an average 5.6% OPS uplift for Basic A+ and an average 20.2% OPS boost for Premium A+, versus similar products without it.
Any registered brand can access the A+ Content Manager within their Seller or Vendor Central account. Here’s how you can get started.
Although A+ Content can help boost any product’s performance, this decision should be made strategically. Take into account the amount of time and resources that A+ Content will consume. From preparing copy and HTML to gathering images and putting everything together, A+ Content creation is not instantaneous (like most things we’re used to these days). Therefore, consider starting with the following:
Brands have two options when it comes to the creation of A+ Content. They can either choose to do it themselves or allow Amazon to do it for them.
Self-service modules allow brands to design the page themselves. Since this method is very hands-on, it is recommended for sellers with marketing and branding experience, or those with the available design resources. If you choose this approach, the setup will look something like this:
Then, there is the option for Amazon to build A+ pages for you. Though much more costly than the self-service option, this method allows sellers to sit back and have Amazon take care of the page design for them. In this case, Amazon will design the page according to how it thinks your product should be represented.
As with any marketing or branding endeavor, there are some best practices as well as some things you’ll want to avoid. Let’s start with the best practices.
With the right resources in place (design team, IT resources, marketing and branding experience, time, etc.), many brands create high-performing A+ Content pages using the self-service model. You can too by keeping the following best practices in mind.
Although there is not yet an API or bulk-upload option for A+ Content, the submission process is quite straightforward. In the A+ Content Manager in both Seller and Vendor Central, you’ll find a selection of different modules to choose from. Be sure to upload all images, texts, and other assets that are required for each module you select.
One of the best ways to measure the success of your A+ Content success is to look at your conversion rate. However, real results will take time – so be patient. On top of that,
Amazon also offers a tool called A+ Content Experiments. This gives you the ability to test content variations to identify the best possible version. For example, you could test difference image placements, the order of modules, different text, etc. It’s recommended to run each experiment for 4 to 10 weeks in order to get the most accurate results.
All in all, Amazon A+ Content can be a great way to enhance your product experience and drive more sales on one of the world’s largest marketplaces. However, it needs to be used wisely. For more tips on how to optimize your Amazon product listings, don’t forget to download our free guide to Amazon Seller Central.
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