Amazon A+ Content: Advantages, Possibilities and Step by Step Guide

For this reason, in addition to the conventional content in the form of bullet points and the product description, Amazon offers free A+ content, which allows sellers to include even more of their own images and highlight the product’s USPs. A+ thus offers the possibility of branding on the platform, which is otherwise uniform for all products: the look and feel of one’s own brand can be conveyed here. With a high-quality A+ design, customers can almost forget that they are on Amazon and not in the brand’s online store. 

Since enhanced brand content is now no longer an exception on Amazon, a good structure of the A+ content and the quality of the content are the focus in order to stand out from the competition. Especially on mobile, this type of content is very visible and is sometimes even displayed above the product description.

What A+ content is, what possibilities it offers and how the creation of A+ pages works step by step, we explain here.

What is A+ Content?

A+ pages are found in the lower part of the Amazon product detail page (PDP), just above the customer questions and reviews. With various A+ elements that Amazon provides, the impression of a landing page in the brand’s own CI can be created on the Amazon product page in the best case (see “One pager”). 

With the A+ Content Manager, which is located in Vendor or Seller Central, we create brand-specific and individual content for brands that provide the customers with additional information about the brand as well as the products and their USPs. A+ Content is characterized primarily by many images and short texts, which together should present a coherent, informative, and appealing overall picture for the customer and thus complement the content of the PDP. The single design elements can be individually combined with each other and the overall impression of the A+ Page can thus completely be customized to one’s own wishes.

Amazon A+ Content is free for both Vendors and Sellers. However, there are also differences for the two Amazon models, for example, integrating videos with A+ Premium. We’ll go into more detail about A+ Premium in the “Differences between Vendor and Seller” paragraph.

Which are the benefits of A+ Content?

According to Amazon, the use of A+ Content results in increased traffic, a higher conversion rate, higher sales, better reviews, and a lower return rate. This is due to the numerous opportunities that arise from the use of the additional images, videos, and short but concise texts: 

A+ Pages convey quality and ensure that a customer is completely immersed in the product and brand world – and thus more likely to make a purchase. The detailed information in the Enhanced Content, which deepens the “normal” text on the PDP, leads to more knowledge and a better engagement with the product on the part of the customer. In return, these aspects condition good customer ratings and fewer returns.

Advantages of A+ at a glance:

• More visitors
• Higher conversion rate
• More sales
• Better reviews
• Less returns

Possibilities with A+ Pages

Provide emotional content and storytelling

Has the company been family owned for decades, is it committed to sustainability, or uses only natural ingredients for all products? The A+ Page can showcase target-group-specific features with images and complete them with text. This part of the A+ Page doesn’t have to have as much to do with the product itself and can also refer to a product line or the entire company. 

Highlight unique selling points

We recommend using clear images that show the USPs of the product with an example. A short text under the image is also very helpful.

Support cross-selling

In the sections “You might also like this”, “Other customers also bought” or in Amazon-generated comparison tables with competitors’ products, companies only have influence on the content displayed there via Sponsored Ads. With the help of self-generated comparison tables featuring own products, you kill two birds with one stone: You make sure that customers don’t look at other companies for alternatives and thus keep them on your own site, and you have the opportunity to introduce customers to similar products of your own if they are not yet completely satisfied with the current product – without having to bid against the competition. Even if brands don’t want to take full advantage of A+, we recommend definitely using the cross-selling matrix option: it means little effort, but has a big impact.

Effectuate a better understanding of the product

Before the purchase, customers want to learn as much as possible about a product to know if it is what they are looking for. There are barriers on the internet because certain experiences are more difficult to have digitally: an item cannot be picked up, touched or tried on. With A+ Content, companies can present their product in great detail and thus offer the customer a maximum buying experience – almost like in a store. A high level of product understanding also prevents incorrect purchases, so fewer returns are expected and, in addition, better reviews are written.

Visually create a landing page on the PDP: One Pager

Integrating your own corporate identity on Amazon is very difficult due to the predefined layouts on the platform. With the help of so-called One Pagers, a loophole can be found: One creates CI-compliant image banners, which are equipped with USP icons, logos and the brand history. If the elements, which are divided into individual A+ modules, are attached to each other in the A+ Content Manager, the result is a coherent image in which the transition between the individual elements is virtually invisible.

Differences between Vendor and Seller: A+ and A+ Premium

Depending on whether a company acts as a Vendor or Seller on Amazon, there are differences in the use of A+ Content. Sellers can only use Enhanced Brand Content if their brand is registered on Amazon or if they are participants in a special program (such as Launchpad or Amazon Exclusive). Vendors, on the other hand, automatically get access to create A+ Pages. 

The two models also differ in the number of A+ Modules that can be placed on the page: While Vendors can choose 5 A+ Elements maximum, Sellers and A+ Premium users can select 7 elements.

Product description

For Sellers, the A+ Content replaces the product description, while for Vendors it is complementary. 

Sellers have the advantage here that although the product description field is no longer displayed, it is still indexed by Amazon. They now have 2,000 characters available in this field, which they can freely use for keywords to achieve good SEO effects. 

Vendors, on the other hand, can use the product description, which is still visible, to provide an overview of the features of their product before the A+ Content section.

A+ Premium Content

In addition to the normal A+ Content, Vendors have the option of Amazon A+ Premium Content. This is associated with costs, but offers additional modules with which Vendors can further enhance their content and thus increase their sales. In order to use the Premium Content, Amazon must issue an invitation – there is no other way.

With a total of 19 Premium modules, for example, photos can be uploaded in higher resolution that use the entire width of the screen, or videos and FAQs can be added. Additionally, with A++ instead of 5 modules even 7 can be placed.

If a Premium Module was chosen when creating an A+ Page, only Premium Modules can be used for this content. 

Advantages of A+ Premium at a glance:

• Videos
• Images in full screen width
• FAQs to click through
• Interactive comparison tables
• Carousel modules and much more

4 steps to a personalized A+ Page

To create an A+ Page, Vendors can find the “A+ Content Manager” in Vendor Central in the “Marketing” section. For Sellers, it can be found in Seller Central in the “Advertising” tab.

After clicking the button “Create content for A+”, you’re ready to go. As an alternative to creating a new page, existing content can also be duplicated and then edited.

There are a total of 19 modules and 19 premium modules available for creating the A+ Page. For each page, 5 modules may be used by Vendors and 7 by Sellers and A+ Premium users. The modules can be added to the page by clicking the button “Add Module” and then using the arrows to put them in the right place.

For more information on creating pages with Enhanced Marketing Content, check out the Amazon A+ Training.

1. Screen and select images & videos

Since the most important part of an A+ Page is the images used to introduce customers to the product, special attention should be paid to making an appropriate selection. We recommend making sure that the image resolution is high so the product is always easily recognizable. For images with text, make sure that the text is still easy to read in the mobile view.

2. Plan the page layout

To ensure that the A+ Page reflects the desired content and conveys exactly the intended feeling, it is necessary to plan in advance how the content is to be structured and which modules are to be used at which point. In the best case, we recommend leading customers through a story that tells them about the special features of the product or brand and wakes their appetite for this product.

3. Write meaningful texts

The allure of Enhanced Brand Content for the customer comes from the fact that the information is nicely presented and little text has to be read. The texts should therefore be kept short but concise.

4. Submit to Amazon

Once all the images and texts are in place, the first step is to insert the ASINs of the PDPs the A+ Content is to be displayed on. Then the page is sent to Amazon, where it is manually approved. This can take up to 7 business days, but is usually completed after just 2 days.

Amazon guidelines

Many things are possible with Amazon A+, but in order for the platform to approve and unlock the content, there are some rules. It is not allowed:

• To publish contact details of the company
• To make time-related statements (“It’s new now!”)
• To mention competitors or competing products
• To use quotes from external sources
• To link to external websites
• To upload low quality images
• To upload texts with conspicuous grammatical and spelling mistakes

Conclusion: A+ Content for a premium shopping experience

A+ Content uses images and short but meaningful texts in the A+ Modules to tell stories about the product, highlight unique selling points, and increase the customer’s understanding of the product. 

Amazon A+ Content leads to increased visitor numbers, higher conversion rates, more sales, better reviews and a lower return rate. The customer is offered a high-quality sales experience with A+ that stands out from other products on Amazon.