Amazon A+ Content: Enhanced Branding & Sales Tools
Available to all sellers and vendors with a brand in Brand Registry, Amazon A+ Content was created with the purpose to improve conversion rates and search rankings using visual content. The service has been available for years, but it was only in July 2019 that Amazon merged it with the Enhanced Brand Content (EBC) program to create a unified system and offer the A+ Content option for free.
About A+ Content
Amazon A+ Content is available to view on the description section of product pages, showcasing a designed page filled with product images, comparison tables and other digital assets. The feature is available to any business accepted into the Brand Registry program, which requires the ownership of a registered trademark.
Certain products such as music, video, DVDs and books are automatically disqualified from the list of accepted products.
Why use A+ content?
The main goal of creating A+ Content is to increase sales, through improving conversion rates, search rankings and establishing branding with customers. It provides an additional method of communicating with users browsing product offerings and allows stores to address any queries or concerns about a product prior to purchase.
According to Amazon, A+ Content can increase sales from 3% to 10%, with its effectiveness varied by the quality of products and content displayed on by each business.
Creating and managing A+ Content
Amazon’s established system allows you to use a created template across multiple products and ranges, but be aware that creating effective, powerful A+ Content requires time and effort as well as extensive testing to configure. The best way to do this is to use the analytics systems available to monitor metrics and make changes accordingly. Always ensure that enough time is allocated before making changes, as using incomplete data may have detrimental effects.
Creating the content can be done through the Brand Registry if it’s registered to the same Seller or Vendor Central account.
Top Tips
The minimum size for a company logo should be 600 pixels x 180 pixels
Full-width images must use high-quality images – at least 970 pixels wide
Ensure that text content displayed with images is 300 characters or fewer. Longer text should be added to an additional module
Use design software or sketches to plan and test designs prior to using Content Manager
Design and Modules
Any A+ Content must be created within Amazon. This is not achieved through traditional web design using HTML and CSS, but instead uses text and images in standard fields. Creating templates to preview the design is beneficial prior to launching. Once created it can be applied to multiple ASINs, saving you time and effort designing it for each product.
Prior to beginning any designing, ensure that you are familiar with the different modules. Currently, there are 15 in total, in addition to the default company logo and description. Modules are created from different combinations of images and text. Different module formats will be required based on which aspects of products should be showcased.
Navigating A+ Content can help with establishing your products and improving sales but can also be difficult to configure for the exact requirements of your brand. Here at Activ8, we specialise in navigating all e-commerce matters including to establishing, managing and optimising A+ Content.
Contact us to learn more and find out how we can help you.