Before 2016, only vendors had access to enhanced listing opportunities through Amazon’s A+ Content tool.
Then, in early November 2016, Amazon introduced its Amazon Enhanced Brand Content tool for Professional Sellers. Enhanced Branded Content (EBC) offered these third-party sellers a way to better convey their brand through detailed, superior product listings.
As Amazon’s Brand Registry matured, Amazon decided that third-party sellers needed the same tools as first-party sellers. In July 2019, Amazon merged EBC and A+ content, retaining the latter’s name for the service.
Proponents claim that A+ Content is the ultimate opportunity to position your brand and increase conversions, but many critics say it isn’t worth the time it takes to create these listings. Seller’s Choice is pro-A+ Content, and we’ll explain why below.
What is A+ Content on Amazon?
A+ Content allows sellers to enhance their product listings in many ways. These enhancements include modified product description fields, unique text placements, and superior images. A+ Content is where you can make your product and your brand shine.
Ultimately, A+ content creates an “e-commerce storefront” look that’s much more attractive than a traditional Amazon catalog. In this way, there are more opportunities to sell your prospects by appropriately positioning your product through quality images, relevant descriptions, and an attractive appearance.
What are the Benefits of A+ Content?
Amazon claims that adding effective A+ Content to product detail pages will increase traffic and conversion rates, ultimately leading to more sales. They also said that Enhanced Brand Content increased conversions from 3-10%, so you can expect A+ Content to push that number higher.
Plus, you only need to be a third-party seller to use A+ Content. It’s much more challenging to use A++ or A+ Premium content, as these tools are quite expensive, and you need to be invited to use them.
But is A+ Content Really That Successful?
In reality, we can’t be sure just yet if it truly creates higher conversion rates. A+ Content is a relatively new tool, and most articles and claims are simply speculation at this point. There is not yet enough collected data.
However, A+ Content should have significant benefits since it enhances how you can visually promote your products. If conversions come from quality product descriptions, quality images, and quality branding—all improved with A+ Content—creating enhanced or more aesthetically appealing versions of your listings should boost the conversions in tandem.
Think of A+ Content as an on-listing marketing tool. It improves the customer shopping experience by exhibiting your product and brand’s best qualities in an easy, readable way.
1. It Makes Your Content Simple to Scan and Skim
Customers can quickly look for the qualities in which they’re most interested, compare it with other products, see a variety of images, and learn more about the brand—all in one snapshot. When they’re bombarded with product listings on Amazon, this could be the differentiator that sells your product.
2. It’s Visually Attractive
Modern consumers are visual shoppers—both in person and online. Numerous studies have shown that the easier a page is to read, the more likely someone will purchase. For example, UX researchers Nielsen Norman Group ran a study that found that only about 16% of Internet users fully read what they come across—79% simply scan.
Even if you have the best product copy, you won’t maximize your sales. A+ Content focuses on the visuals to help draw in more customers and boost conversions.
3. It Encourages High-Conversion Text Flow
The arrangement of your listing copy matters a great deal. It should be attractive to the eye and flow well. With A+ Content, you can align and place the text where it is most appealing to the prospective customer. You can add subheadings, paragraphs, bullet points, bold, italics, and underlines. Although HTML text is not approved for listings, Amazon A+ Content templates will include these visual options.
4. It Creates a Visual Shopping Storefront
A+ Content allows your customer to shop how they prefer. Are they visual and want more pictures? Do they like bullet points, catchy slogans, or lengthy paragraphs? You can include all of these clearly and succinctly to create the ultimate first impression on every customer.
Altogether, A+ Content enhances your brand’s content by giving the customer a clearer idea of your product and making your listing more visually appealing. The better your customer understands your product, the more likely they are to purchase it and be satisfied with the item they receive. This ultimately drives purchase decisions and lowers returns, leading to happy customers, great reviews, and boosted sales margins.
Who is Eligible for A+ Content?
A+ Content is only open to sellers who Amazon approves as Brand Registry Owners. Once approved, brand owners can utilize this tool for ASINs that are part of their approved catalog (a.k.a. those Global Catalog Identifiers that they own). They can’t use A+ Content outside of their own brand.
There is currently no fee for Amazon brand-registered sellers. However, a cost for A+ Content seems highly likely down the pipeline—especially if all the hype around it proves true.
How do You Use A+ Content?
Under the “Advertising” tab on your Seller Central, you will see “A+ Content Manager” if you are a Brand Registered Owner. Make sure you’re using the same account for Brand Registry as you do for Seller Central or Vendor Central.
You can then choose up to five visual modules from a total of 12 options—don’t worry, you can always change it later. Then, you can add your images and descriptions. Ensure your content follows SAO techniques because the same general Amazon Buy Box rules apply.
When you’re done, you’ll submit the page for review. Approval turnaround time averages two days, but it can be up to seven days to three weeks, unfortunately. Amazon has rejected many brands their first time around, too, because A+ Content has a strict list of violations.
Overall, these requirements align with general product listing requirements. For example, you cannot provide your company’s contact details, promotional information, or registered symbols in product descriptions. You will receive this list of violations when you join the promotion. Ensure you remain within these requirements at all times—especially when it comes to image quality—so that you do not lose your privilege.
If Amazon rejects you, you will receive an outline of revisions (based on its list of violations) you can make to be approved. If it rejects you a second time, you can re-do the page and submit for approval again. You can have up to 20 pending submissions at one time. Amazon has human checkers to ensure the highest standards for their A+ Content.
Although A+ Content’s benefits are yet to be proven, we recommend taking advantage of this free tool. You can study its effects on your business by watching conversions, sales, and your return rate. You can even ask your customers or a small market segment their thoughts on your new (and improved) page. Amazon is always trying to help their sellers sell more, and A+ Content seems to be the next greatest hit!
Whether you’re currently selling on Amazon or not, be sure to reach out to Seller’s Choice for all your business’ e-commerce optimization needs. Contact us and we’ll be happy to build a strategy geared towards your business’ unique needs. A higher conversion rate is just one click away! Contact Seller’s Choice today.