Amazon A+ Content vs. Amazon Enhanced Brand Content? Why not have both! ? Until July 2019, Amazon A+ content was only available to vendors, while sellers were restricted to using enhanced branded content on Amazon. This is no longer the case. Vendors — these are sellers who sell directly to Amazon — and regular sellers — meaning those who trade on the marketplace — can now use A+ content on Amazon. Not only that, but access to the content manager is free too!
Here's the bottom line: If you're a seller and manage a listing on Amazon, you can take advantage of this development well. One of the great things about content on your product pages is of course that you can now promote it in a more prominent way than before. However, you have to keep in mind that this can involve quite a bit of work, and for every product you sell, it might not be worth it. With that in mind, we took a closer look at what Amazon A+ content is and for whom, so that at the end of the day, you can effectively increase your conversion rate.
What is Amazon A+ Content?
By definition, Amazon A+ Content is a program that allows you to manage enhancements to your product pages on Amazon with visual and other content. Why do you want to do this? Well, for some products, higher quality content leads to more engagement, which in turn leads to more opportunities for your prospects to click on the coveted yellow button labeled "Add to the shopping cart".
Every product on Amazon has its own ASIN (Amazon Standard Identification Number), which is a unique product identifier to keep the same product from being duplicated in the catalog. Any sellers offering the same product will be merged into the same product page. But only one seller – primarily the buy box holder and/or brand owner – is allowed to manage the content of this product detail page.
When it comes to private label items, the situation is different. Since these products are offered by only one seller — the owner of the private label — this particular seller is also eligible to edit the product detail page. In addition to the title, bullet points, images, and a plethora of attributes, the product detail page also contains a plain text description of 2000 characters in length.
Amazon A+ content allows you to expand this product description by an additional 5,000 characters, for a total of 7,000 characters. This allows sellers to present their items in more detail and/or more engagingly. In addition to this, you can add product images, graphics, Amazon A+ content and even allow videos to your product pages to help you push your prospects in the direction of the buy button.
As a seller, whether you can use the previous EBC for your products depends on the following conditions:
1. You have the product's ASIN according to the Global Catalog Identifier (GCID) and are able to edit the product's detail page.
2. You have registered your trademark with the Amazon Brand Registry.
3. Your product is not classified in the Books, Media, Video or Digital categories. There are no extensions available for these categories.
Basic knowledge.Target group, images and text
Let's start with the basics. When preparing your product pages with Amazon A+ content, make sure all your images are high-resolution. Your copy must be error-free. You should also take care that your sentences are not long-winded, but succinct, straight to the point, and easy for the client to understand. When it comes to important information, try to be concise, but at the same time attractive.
More than that: remember to keep your target group in mind. Sellers of health products obviously have a different audience, say, a model kit for a robotic arm. Naturally, this also applies if you use Amazon A+ content, as this is ultimately part of your marketing as well.
A picture is worth a thousand words!
When you’re preparing images to upload to your product pages, be sure to take into account what you’re talking to customers through your branded content on Amazon, and try to get the description right. This correct note should naturally cover written, as well as visual language. Building kits shot in the cozy candlelight atmosphere probably won't convince many mechanics to buy from you, no matter how romantic they are.
When talking about images on Amazon A+ content, there are guidelines that say you should pay as much attention to resolution as presentation. Follow these guidelines. The product you are selling should naturally always be the main focus of the picture. The other items in the picture, if any, should just be there to draw attention to your main product. Pay particular attention to the power outlet or door in the background, unless you're selling products for the house. Also, make sure you don’t have too many elements in the image, because you want to showcase all the features of your article at the same time. At this point, having a professional look at your work is definitely a worthwhile investment.
What can I pursue with Amazon A+ content?
The main goal is to prove to potential customers that buying your product is the best choice they can make. Once you do this successfully, you can sit back and watch your conversion rate go up. However, depending on the product, different approaches may make more sense for different situations.
For example, do you have a product that requires a lot of explanation? Then you should use the extra space to explain your product with Amazon’s enhanced branded content. A good example of this is a smartphone or tablet.
In the example of the A+ content above, in order to describe in more detail three features of the smartphone: dual-SIM capability, good battery life, and unlocking via facial recognition. Each function is presented in the form of a picture, first to grab the reader's attention, and then to explain it in short text. This allows customers to get relevant information in a short but still engaging way. Let's face it, no one wants to compare products to each other by reading a novel about each product and its "unique" characteristics. It's best to keep sentences short, and maybe even use bullet points if they're enough to get the point across. Put your main focus on awesome images, they will make your buyers more convincing. In this regard, you can use Amazon A+ content to subtly stand out from the competition by designing your branded content on Amazon to suit your target group.
It's important to highlight your product's unique selling point, that is, the features and features that make it unique. If your product is different from your competitor’s, you can use text and images to draw attention to these factors to convince customers to buy from you. You can do this well with Amazon A+ content. There are good examples here.
This is a great example of Amazon A+ content best practices. The seller makes it clear that his protein powder is vegan, has high-quality ingredients, and gives a quality promise. These points set him apart from other protein powders that are made with animal ingredients or have lower quality ingredients. These three unique selling points make it obvious to shoppers at a glance. In this way, enhanced branded content on Amazon will influence customers' purchasing decisions.
Create a virtual customer experience
The experience of shopping online is completely different from what your customers experience when they actually go out to shop. In brick-and-mortar stores, customers can try on or try products, touch them, and see them from every angle. They can also consult with a salesperson, who will answer questions and show alternatives. In a nutshell: they are able to get the look and feel of the product to get closer to it.
None of this is possible when shopping on Amazon. Therefore, as a seller, you should make the customer journey on your product pages as identical to the in-store experience as possible. Use Amazon A+ content for this and showcase your product from every angle possible. For example, if you're selling handbags, be sure to include a picture showing the interior compartments to give buyers a close-up look at how your bag looks from the inside. Upload photos of your products versus everyday objects that everyone knows about so your customers can have an intuitive comparison of the size of your products (bananas are a commonly used scale object in the memo world). This way, people can more accurately estimate the dimensions of your product, rather than just looking at the abstract dimensions in the product description. How tall is 23 inches?
Amazon doesn't support the option to set up a virtual store associate, but with Amazon A+ content, the FAQ option will at least allow you to answer customers' most frequently asked questions and advise them on features or things like that.
Cross-sell with Amazon's A+ content
With Enhanced Brand Content on Amazon, it is also possible to insert a comparison chart on the product detail page. This allows you to compare the listed articles with other products in your range. Let's take another example of a handbag. Imagine that even after uploading a picture with a banana as the scale, the bag is not the right size for the customer. The specific reason for this is that it should be used as an office bag, and the laptop compartment is too small. If you now also offer handbags with larger laptop compartments, these are just a convenient click. Customers can see from your comparison chart that you have a product like this and are likely to click on it.
By inserting a comparison chart, you'll also draw the customer's attention to your own product rather than your competitor's.
Storytelling by Amazon's A+ Content
Maybe not just your product in particular, but your entire company? Are you particularly focused on sustainability or commitment to society?Then show it in your enhanced branded content on Amazon and make it your unique selling point
In the example on the right, the company sells organic cocoa powder. In this field, product differentiation is difficult. Therefore, it is a good idea to emphasize the uniqueness of the company. Buyers of cocoa powder may be more environmentally conscious and willing to support a company committed to environmental protection. This way, customers will be more willing to buy from this company knowing that they are making a further contribution to environmental protection. The photos, highlights, and short text tell the story so clearly that it's easy for readers to "digest".
How do I create Amazon A+ content?
In Seller Central, click "Ads" in the navigation bar and select A+ Content Manager from the drop-down menu.
Existing A+ content can now be customized by searching for an ASIN using the search box, or by clicking the "Create A+ Content" button.
Now you can name the content so you can find it later in the content manager.
Select the language in which to create the content.
Upload your company logo and add a product description. These two points must be filled in and can be identified by the small lock on the upper right next to the module.
Fill in the content in each module. If you only want to use part of a module, you can delete other parts with the little X on the left.
Now you can add more sections by clicking the "Add Module" button. Choose an Amazon A+ content template.
Populate the module with content. If you only want to use part of a module, you can delete other parts with the little X on the left.
With this modular system created by Amazon, the design of enhanced branded content can be chosen individually without requiring any special graphics knowledge!
To whom is Amazon A+ content valuable and how does it drive conversions?
Typically, professional Amazon sellers don’t trade articles with just one ASIN. Instead, their catalogs contain hundreds or thousands of products. Even not every listing is managed by this particular seller because they are trading goods: if every description were to expand from 2000 to 7000 characters, it would mean a huge investment of time and personnel, and invest funds. And let's face it, at the end of the day, very few sellers are gifted photographers or graphic artists. Therefore, this investment must pay off by bringing you higher sales. So don't use Amazon A+ content as a last resort to save a product that's not selling well in the first place.
Therefore, you should only invest in creating branded content on Amazon for those products that actually benefit from it and convert better. The biggest changes here are those products that don't justify themselves, that have a special feature or function, or the salesperson should say further information in some other way so that the customer can understand it better. This is why A+ content can, for example, serve well those products that have a lot of pageviews, but their conversion rates are lagging.
A simple t-shirt certainly doesn't need any extensions, such as graphic interpretations. On the other hand, Amazon A+ content can make a difference for an expensive washing machine that also has a tumble dryer or special filters to reduce allergens in textiles. The more a potential customer knows about a product, the more likely they are to hit the "add to cart" button.
How Good Is My Enhanced Brand Content on Amazon?
There is a very clear metric in this regard: conversion rate. If this KPI has improved after the introduction of A+ content, it can be considered that it has improved for this reason.
More reliable on this issue, however, is Amazon's tool "Manage Your Experiments" (MYE), with which you can do A/B testing. This allows you to test different formats and Amazon will report the success of those formats. To do this, users create another version of the extra content in the A+ Content Manager with the exact same ASIN. Once the content has been tested, experiments can be started through the MYE tool. This allows you to approach your target group carefully and also to discover what appeals to them and what doesn't. You can set a period of 4 to 10 weeks for the test.
The extra content doesn't get crawled — and it increases conversions!
Unlike keywords in titles or bullet points, Amazon A+ content pages are not crawled. This means that branded content on Amazon does not play a direct role in algorithmically determining how high or low a product page ranks for a keyword. Still, it’s important to keep optimizing your listings and conduct thorough keyword research.
However, according to Amazon, A+ content indirectly increases conversion rates by about three to ten percent. This is due to the different effects and advantages of the extra content.
Amazon A+ directly boosts sales by providing potential buyers with: better product understanding, increased brand trust, article ownership through great product images – A+ content has a direct impact on customers, encouraging them to buy the product . Cross-sell and up-sell mechanisms and better brand experiences also contribute to other aspects.
High sales in recent weeks are in turn reflected in the algorithm's relevance rating, earning sellers higher rankings.
Customers who have the opportunity to fully understand a product are less likely to return because they are able to make a purchase based on a solid knowledge base. This is not only reflected in seller and product reviews, but also promotes customer loyalty and more.
Amazon doesn't crawl the extra content, but Google indexes it. So it pays to include keywords here that don’t find a place in the title or product description, and by doing so, can improve your Google rankings.
Last but not least, Amazon A+ content can improve return on investment (ROI) by lowering the cost per sale of a PPC campaign.
Enhanced branded content on Amazon can turn an indecisive customer into a confident buyer who receives exactly what they want, is happy with both the product and the seller, and doesn’t schedule returns. Ideally, customers would even leave positive reviews and buy again soon.
If you sell more, your conversion rate will also increase thanks to what was formerly known as Amazon’s program of Enhanced Brand Content, which is why products will rank better in search results. Creating enhanced content pays off for sellers in the long run.
There is no free lunch! Amazon A+ content may be free for sellers and suppliers, but good content requires a high degree of maintenance. It’s important that you match the language of your target group and direct them to the buy button as quickly and subtly as possible. Show customers why your product is the best choice for them and distract them from competing product ads.
Amazon's Content Manager is very intuitive to use and doesn't require any special graphics skills — but if you want to create content that grabs your customers' attention, you have to be creative. Ready-made Amazon A+ content modules can help you build your website and make it attractive.
Like every marketing action, enhanced branded content on Amazon requires performance evaluation. Check conversion rates or A/B test with Amazon's own analytics tools. However, it would be wrong to think that Amazon A+ content can serve as a Band-Aid function for products that sell less.Quite the opposite: Content is another piece in Amazon's bigger puzzle, and it's worth it for an already strong or even best-selling product
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