What is Amazon A+ Content?
Amazon A+ Content is a unique tool within Seller Central that allows brand owners to create beautifully designed Amazon product descriptions for their Amazon listings.
A+ Content, officially known as Enhanced Brand Content, is available to Brand Registered third-party sellers and all vendors. This premium content feature is currently free to create.
Without it, you are limited to 2,000 characters and cannot add any images or graphics to the content. And no one wants to read a chunk of boring text!
Would you like to read through this?
Amazon Product Description: A+ Content
As you can see, A+ Content gives you different modules so you can fully customize the look and feel of your Amazon product descriptions – keeping your potential customers engaged.
Where does A+ content appear on Amazon?
A+ content is displayed under the product description section of the product detail page. When you create A+ content, it replaces the regular text product description.
What does Amazon A+ content look like?
Amazon A+ content can be customized to look the way you want.
Benefits of Amazon A+ Content
Creating A+ content for your listings is not only useful for specific products, but for your brand as a whole. Your products will stand out from your competitors with rich text and images that help you connect potential customers with your brand story.
1. Increase your conversion rate to 3%-10%:
According to a study conducted by Amazon , the average conversion rate increased by 5.6% when using A+ content descriptions.
Say 10 conversions for every 100 people who visit your product listing. This means that your basic non-A+ listing has a 10% conversion rate (which is great, by the way). Switching to A+ content listings (and using the aforementioned 5.6% average conversion rate increase) resulted in a new conversion rate of 15.6%.
In other words, with A+ content, for every 100 people, you'll convert 5 to 6 additional people. This is huge!
Higher conversion rate = more sales = higher ranking (same traffic)
These dedicated Amazon product descriptions are great for your best-selling and high-traffic products, but aren't necessarily a quick fix for your slow-selling ASINs. Paired with a good PPC strategy, it may help brand new listings convert better.
Higher converting listings combined with an optimized PPC campaign will result in a lower ACoS (advertising cost of sales), a metric that helps measure campaign efficiency.
2. Reduce returns and bad reviews
A+ content also gives you the opportunity to talk about your product in more detail, adding images and infographics to your description will give customers a better understanding of what your product is, how it works, and how it will make them benefit.
By providing these specific features, benefits and specifications of your products, you can help your customers make more informed purchasing decisions, resulting in fewer returns and negative reviews.
Combine that with a good review strategy and you'll hopefully get more positive reviews.
3. Use customizable modules to showcase your products in stunning detail
Amazon allows you to add many images and modules to your description that really help you stand out from the crowd. 17 different module options (shown in the "How to Create New A+ Content" section below) allow you to showcase your product from every angle.
This is a great time to get creative with your graphics to keep shoppers engaged with your content.
4. Tell your brand story
This type of professional content gives you the opportunity to sell not only your products but also your brand to customers. Increase brand awareness by telling customers about your products, your story, and why they should buy from you .
Being an authentic brand people can trust can help you build a loyal customer base to encourage repeat business.
5. Easier on the eyes
By creating Amazon product descriptions with A+ content, you'll help consumers digest your listing details with easy-to-read formats and images, preventing them from scrolling too quickly through the information you use to convince them to buy.
Who is eligible to create Amazon A+ content?
In order to take advantage of A+ content, your brand needs to be registered under Amazon's Brand Registry program.
Brands must have a registered and valid word (word mark) or image-based mark (design mark). The trademark must also appear on your product or packaging.
An application for trademark registration must be submitted by the trademark owner.
Register your brand.
For more information, visit Amazon's eligibility page.
If all your information is approved by Amazon, you can start creating Amazon product descriptions for registered brands with A+ content. Best of all, this feature is free!
Note: When creating a new product listing, make sure that the brand name you enter exactly matches how it is registered in the Brand Registry.
How to Create Amazon A+ Content
After completing the registration process, you can start creating your A+ content.
In Seller Central, hover over Ads > A+ Content Manager.
Click Start Creating A+ Content.
On the next page, you will be able to choose the type of A+ content you want to create . You can choose to create a basic "enhanced product description" or "brand story".
With Basic Enhanced Content, Amazon states that you can add up to 5 modules to your A+ content (though it still allows you to add 7.)
With Brand Story, you can tell your brand story across all Brand Registry products on Amazon. You can add both "Brand Story" and "Enhanced Product Description". The Brand Story section will appear above your basic A+ content.
Add content name and language.
For this example, we will create a basic A+ content description.
Amazon Product Description: Add Content
Then, click Add Module.
Choose your module.
You can add up to seven modules to your A+ content. Here is my preferred layout:
Module 1: Flags
Module 2: Image Title with Text – Large 970 x 600 px image that tells about the brand, product, etc.You can also add text below the image to talk more about the brand story
Module 3: Standard Image and Dark Text Overlay – Creates a 970 x 300 px banner graphic, highlighted (text box is optional)
Module 4: Standard Single Image and Specification Details – Add a 300 x 300 px image and important product information/specifications
Module 5: Standard Sheet Left – Talk about key features or benefits.You can add a 300 x 300 px image and text
Module 6: Standard Single Left – Talk about the second main feature or benefit.You can add a 300 x 300 px image and text
Module 7: Standard three images and text – this is a good place to talk about other features or benefits of the product
I like this layout because the images and text flow smoothly. It's easy to read and doesn't look crowded — especially when you have a lot of features and benefits to talk about. Of course this is just my preference, you can do whatever looks best for your brand.
You can choose right image, 4 image quadrants, multiple image modules, etc. Customize it however you want!
Note: The comparison chart is useful if you have other products in your brand. The best part is that you can link directly to these product listings.
Step 6 :
Apply to your ASIN.
Step 7 :
Review and submit for approval.
Before you start writing content, please refer to Amazon's A+ Content Guidelines to make sure you're not violating any terms. If you include disallowed information, the approval process will be delayed, which can take up to 7 days.
Do not include any special characters such as trademarks or copyright symbols
Do not include any language such as warranties, best sellers, etc.
Proofread and make sure there are no spelling mistakes before submitting
Do not mention your competitors or other brand names
Don't repeat a word too many times
Make sure the image resolution is sharp
Do not include any links or references to your own website
Image size requirements to keep in mind:
Logo: 600 x 180 pixels
Banner: 970 x 300 pixels
Comparison image: 150 x 300 pixels
4 Image and text modules: 220 x 220 pixels
4 image quadrants: 135 x 135 pixels
All other: 300 x 300
Be sure to review each module before creating any images.
After creating the content, the next step is to apply the ASIN. After you have selected which ASIN this A+ page will apply to, you will need to submit it for approval.
Again, this process can take up to 7 days, and if there are errors, you must fix them and resubmit your listing for approval.