Amazon A+ Content is like turbocharging your existing Amazon page by adding modules that go beyond what a normal page has. It’s a way of enhancing content to make it both more engaging for users and to reflect your brand in a deeper way, both of which can lead to higher sales. If you’re wondering how to create Amazon A+ content, then you’ve come to the right place.
What is Amazon A+ Content?
Have you ever visited a product page on Amazon and when you scroll down to the description, instead of the usual plain text blurb you see a brochure-style design with lots of product images, comparison tables and sometimes video? That is A+ Content.
It is created on Amazon using the A+ Content Manager in Seller Central, and is available to any Amazon marketplace seller who has registered under Amazon’s Brand Registry program.
If you sell directly to Amazon as a vendor, you can create A+ Content within Amazon Vendor Central.
The goal of A+ Content is to improve the conversion rate – the percentage of visitors to the product detail page who actually go on to buy that product.
What Is Premium Amazon A+ Content?
Amazon Premium A+ content or A++ content is one step ahead of the basic A+ content and is a great way to create an impactful shopping experience. This is a feature used by major vendors (think of big brands). It provides 16 additional modules and other selling tools for the vendors. It includes all the details that a shopper would want to know about a product before making a purchase. This is an invite-only program and is very expensive.
A premium A+ content page will include:
- Integrated videos of high quality (720p) and 3 minutes in length.
- Attractive product images & visuals, including 7 modules, which feature HD images.
- Enriched FAQs listing to clear confusions and increase trust with an engaging layout.
- Interactive experience like hotspot modules, which responds to a customer when they hover over the product’s features or carousel modules to help customers to easily scroll through.
- Mobile-friendly & voice-friendly product pages that integrate with Alexa System.
What Does Amazon A+ Content Consist Of?
An A+ content page will contain:
- Varied, multiple images of a product, which includes product photos shot in close-ups, different angles, and other lifestyle shots.
- Precise, informative, and yet short introduction of the product. This could be within 100 words or less.
- Clear and attractive list of bullet points, where every line makes an impact on the buyer and explains the benefits.
- Concise paragraphs with clear, scannable headers, which explains more about the product features, specifications, and benefits.
- A section called “What’s in the box,” which lists all the product’s components so that a buyer is aware of what he or she is buying.
- Apart from the above, other elements include 360° product views, matrix (comparison chart), and videos for cross-selling the items within the product family.
Can everyone create A+ Content or is it limited?
Any business that has been accepted into Amazon’s Brand Registry program can create A+ Content. Brand Registry application requirements include having a registered trademark.
Books, music, video and DVD (BMVD) products do not qualify for A+ Content.
How do you create Amazon A+ Content?
First of all, you must have been accepted into Amazon Brand Registry. You will need to make sure you are using the same account for Brand Registry as you do for Seller Central or Vendor Central.
When you have been given access to A+ Content Manager, you will see it under the Advertising menu in Seller Central.
Select this menu item then click the button “Start creating A+ Content” at the top right of the page, or use the “Create A+” button for a specific product. This will give you a skeleton template showing various fields.
Some advice on building your template:
- The template name is just for your own use, so set it to something that makes sense to you. There’s no need to embed keywords.
- Your company logo needs to be a minimum size of 600 pixels wide by 180 pixels high.
- For full-width images, use high-quality photos at least 970 pixels wide which really showcase the brand and product features.
- Keep text content to be displayed with images to 300 characters or fewer. If you have more to say, add additional modules and use images to communicate visually.
- Once you are familiar with the 15 modules available, plan out your A+ content in advance on paper or a whiteboard, or use design software rather than relying on the Content Manager alone.
Once you are happy with your content, select ASINs and submit your content for approval. You can also save the template as a draft and continue editing later.
Is Amazon A+ Content always mobile friendly?
Amazon has designed A+ Content so it can adapt automatically to smaller screen sizes including mobile phones and tablets. In fact, A+ Content shows above the bullet points and other item specifics on mobile making it even more valuable for the millions of smartphone and Amazon Shopping app users.
When reviewing your A+ Content, Amazon gives you the option to preview your content in a mobile view. Make sure you use this to check that your design looks good on mobile as well as desktop screens.
How long does it take for A+ Content to be approved?
It varies. A+ Content approval can take up to seven days, but we have also seen content approved within a matter of hours. Keep an eye on the status of your content within Seller Central.
Occasionally A+ Content can be rejected and this is usually down to making claims that fall outside of Amazon’s policies. Avoid using promotional wording such as “best product ever”, or incentivized keywords such as “free”. These policies are not always easy to follow and they can be applied in a way that is not intuitive. For example, we had an A+ page rejected initially because it used “gluten free” instead of “gluten-free”.
Can I work with more than one brand in the A+ Content Manager?
If your business has multiple brands listed in Brand Registry, then you should also have those brands available within the A+ Content Manager.
The A+ Content Manager will give you a list of brands to choose from, but if the option is not available make sure your Brand Registry account and Seller Central accounts are connected.
How can I tell if A+ Content is improving my sales?
The purpose of A+ Content is to bring customers closer to your brand and product range, and to increase your conversion rate as a result. This is the percentage of visitors to your product detail page who actually go on to buy your product.
For sellers, go to Reports in Seller Central and then click on “Detail Page Sales and Traffic” under “By ASIN”. The “Unit Session Percentage” allows you to monitor the conversion rate over time.
For vendors, tracking performance can be a little obscure using Amazon’s Retail Analytics (ARA) but the key metric is “Change in Conversion Prior Period” which allows you to monitor the conversion rates for each ASIN.
Should I create A+ Content for all my listings? Will it help sales?
The main purpose of A+ Content is to increase conversion rate and sales. It provides an additional way to communicate to customers, and can help persuade them that your product is the best fit for their needs as well as addressing concerns or questions that they may have.
Amazon says that A+ Content can increase sales from 3% to 10%, but in practice your particular products and quality of the content created could lead to results that are better or worse than this.
Monitor your metrics and give changes enough time to prove themselves, then adjust accordingly. You are not likely to get it right the first time, so keep trying if the initial results are disappointing.
A+ Content takes time and effort to create, but the new Content Manager makes it very easy to use one A+ template across many products and ranges. If you have several similar products, most of the effort will be spent creating the initial template and it can then be applied to multiple ASINs.
Best Practices for A+ Pages
- Avoid using special characters or symbols like ® or ™
- Check the module’s requirements for things like image sizing and resolution.
- Proofread for typos or grammatical errors — these kinds of mistakes can get your application rejected. And if the mistakes slip by, remember that you’ve only got two business days after the page has gone live to make changes.
- Consider using a banner for a better user experience.
- Comparison charts are a great way to highlight different features across similar products.
- Skew more towards visual and a bit away from text.
Final Thoughts
Creating Amazon A+ content pages can be one of the best ways to draw extra (good) attention to yourself and drive sales up. And once you’ve got more eyes on your page, close the deal with competitive pricing by using FinPlus. Get Expert advice from FinPlus and create your Amazon + content with us.
Get in touch with our experts today! Write to us at enquiry@finplus.co.in or call us at 022 6698 8952 Mobile: +91 932 690 6669 .
