With A+ content, Amazon has created a way to expand products that require a more comprehensive explanation with additional text and image content. In order to access the A+ Editor tool, certain requirements must be met. You must be registered with and approved by the Amazon Brand Registry. A+ content is available to Amazon Sellers or Amazon Vendors. By following these step-by-step instructions, nothing should stand in the way of creating additional A+ content.
What is Amazon A+ content?
The so-called A+ content on Amazon refers to additional text or image content for the product description of an item, which enables a more comprehensive and appealing design of the item description. A maximum of 2,000 characters may be used for the normal product description. This is completely sufficient for many products. However, there are products that require more explanation through text and images, such as technical devices, so that potential customers know exactly which product they are currently looking at. For these cases, Amazon offers the option of adding text and image material to the product listing with A+ content. This allows products to be presented in more detail and more specifically in terms of how they work and their benefits. In addition, a connection can be made between the buyer and the brand story to give them more (background) information.
Why should A+ content be created on Amazon?
Well-prepared A+ content starts with understanding potential customers and analysing why they buy or don’t buy products. By understanding the customer’s buying barriers as a seller, a strategy can be developed to overcome these barriers with marketing content. The product detail page is an interface to interact with the customer. When the product detail page is populated with content, that content should both inform customers about the product and excite them about the brand. When done well, this practice is key to driving purchases and increasing brand awareness. It has been shown that more customers are acquired when A+ content is added, which in turn increases sales.
The main purpose of A+ content is to support conversion. It can increase sales and improve the performance of adverts, offers and coupons. A+ can also reduce returns and bad reviews by answering shoppers’ questions upfront.
How is A+ content created on Amazon?
The creation of A+ content starts with logging into the Amazon FBA account and clicking on the ‘Advertising’ menu tab and ‘A+ content manager’.
A+ content manager
Once in the A+ content manager, existing products can now be selected to be filled with A+ content. The A+ content manager is used to add detailed content to the detail page using various modules that represent the brand and inform customers about specific product features, among other things.
The food product ‘Louis Santo – Premium Rum 5 Years’, which we have selected to add A+ content, now serves as an example. Firstly, the name of the content and the language are defined.
In the next step, various templates can be added using the ‘Add module’ button. Various selection options are available here, e.g:
- Standard company logo
- Standard single image left/right
- Standard single image and markings
- Standard multiple images
- Standard product description
- Standard image and overlay with dark/light text
- Standard comparison table
- Standard single image and specification details
You can now change the order of the modules and arrange them as you wish. In our example, we will add the company logo first, followed by the article with the product description and specific details. This is followed by the brand story of the product.
Once the detail page has been finalised, the content can be saved as a draft or the ‘Next: Apply ASINs’ button can be clicked to forward the A+ content to Amazon. Then simply click on ‘Next: Check and send’. After this step, the A+ content is checked by Amazon and approved if necessary.
Tips for good A+ content
Tip 1: Tell the brand story
By telling the brand story, the customer is familiarised with the history of the brand, the values and what distinguishes the brand.
Tip 2: Inform about the product value
The best way to support customers in their purchase decision is to prepare A+ content in such a way that customers are provided with comprehensive information about the product and its background, ensuring that they feel like experts after consuming the information. Detailed explanations with specific words and figures are associated with higher sales. Care should be taken to ensure that little general ‘sales text’ is used.
Tip 3: Customers and their sales barriers
The most common customer concerns should be eliminated through targeted content in order to reduce returns and bad reviews. Customer reviews, returns and customer communication can be used to determine which topics can still be optimised.
Tip 4: Professional images
High-resolution product images that emphasise product features or show the product in use are associated with higher sales. Customers use this content to learn more about the product. Therefore, generic images that do not show the product should be avoided.
Tip 5: Utilise space effectively
A+ content modules offer many combinations of image and text fields with shading and formatting that can be used to convey information and maximise the use of space. Before adding content, it is helpful to create storyboards in order to follow a clear plan. It should also be noted that the use of text boxes makes more sense than including text in images, as this helps with search engine optimisation.
Advantages of A+ content
Adding A+ content to a specific ASIN offers the following benefits:
- Increase conversions
- Increase in traffic
- Increase in sales figures
- Reduce customer returns and negative reviews
- Encourage repeat purchases
Conclusion
A+ content is an excellent way of providing customers with specific product information. With just a few clicks, you can create a detailed view with text and image elements that is centred around the product. A+ content therefore gives professional retailers on Amazon a clear advantage, as the product can be presented in greater detail. In addition, an analysis by Amazon shows that sales increase by an average of 5% as soon as quality A+ content is added to the product page.
