Amazon A+ Content in 2022: The Definitive Guide
Introduction
Do you have products that are Amazon A+ content eligible but you aren’t sure how to set it up?
A+ content is one of Amazon’s ways of giving the brands on their platform more control of their product pages.
But what does it require from the brand and is it worth the effort?
In this guide, we’ll get into what A+ content is, who it’s for, what it costs, and what you should (and shouldn’t) include.
Article content
Amazon A+ Content Explained
A+ content levels up your product descriptions.
It allows you to add more customer-focused information to your listing and build your brand.
A+ content contains modules for varied (graphic heavy) product images, detailed product information, clear, scannable copy, a “what’s in the box” section that tells customers what to expect, an option for 360-degree product views, comparison charts (for cross-selling to other brand items) and videos.
Amazon A+ content allows you to showcase your product, and brand, in a unique way that regular product descriptions match.
Premium Amazon A+ Content
Premium A+ content (also known as A++) is an invite-only program for the major brands to utilize for a hefty price.
It gives them access to 16 additional modules including 3-minute videos, an FAQ section, and interactive features like product carousels and hover-over images to learn more.
Premium A+ content is also optimized for voice search, and of course mobile.
What Are the Benefits Of A+ Content?
Per Amazon, A+ content could raise your conversion rate by 3-10%.
In addition to higher sales conversions, it can decrease your return rate and improve your reviews because it allows you to provide detailed information about your products through copy and visuals your customers wouldn’t otherwise have before purchasing.
How Much Does Amazon A+ Content Cost?
Amazon doesn’t charge anything on their end for A+ content (except for invite-only premium A+ content), so the only costs associated with it are for the creative.
If you hire someone to handle your product photography, graphic design, or copywriting you will incur any and all costs for those services.
Due to this, you may not want to set up A+ content for every product.
Should You Add A+ Content to Your Product Page?
Developing the copy, images, videos, and graphics is going to take significant time if you’re doing it all on your own, and costs will add up from hired help if not.
So, you may not want to add A+ content to every product listing at first.
You’ll want to focus on adding it to your best-selling products or products that have unique selling points.
It’s also important to add A+ content if most of your competitor products are.
A+ content is worth trying if you have a high click-through rate but aren’t getting sales from that traffic. Your customer may need more detailed information to buy.
Who Can Create A+ Content?
Amazon A+ content is available for all Brand Registry registrants (Version 2.0).
Once you’re approved for the brand registry, you can add A+ content for up to 15 ASINs per month (as long as those items are in your approved brand catalog).
Sellers enrolled in Amazon Exclusive programs are also able to utilize A+ content.
Vendors are automatically given access to the A+ content features.
Is A+ Different for Sellers and Vendors?
Amazon decided to combine their former Enhanced Brand Content with A+ content so that it is available to both vendors and sellers.
As previously stated, vendors are automatically granted access to A+ content whereas sellers have to be approved for the Brand Registry first, but other than that it is mostly the same.
The only real difference is that the large vendors have access to the invite-only premium A+ content, for a price.
Is Amazon A+ Content Indexed?
Amazon A+ content is meant to help your product listings convert to sales.
But it doesn’t do anything for Amazon SEO.
Including keywords in your A+ content will not help your listing get found because A+ content is not indexed.
You’ll want to be sure to include your important keywords in the other parts of your listing like your title, bullets, and backend keywords.
Limits of A+ Content on Amazon
Due to books, videos, and other media not being eligible for the Brand Registry, those items are also not able to utilize A+ content.
Another issue that can arise is that a product cannot have duplicate A+ content.
So, if there are multiple vendors or sellers for one ASIN, they can’t create different A+ content.
Whatever content is added first is what stays.
Amazon A+ Guidelines
There are a few guidelines you need to keep in mind:
You can only add A+ content to listings you’ve added after you’ve registered your brand. Any listings you had previously will need to be re-added or won’t be eligible.
You need to submit A+ content within one month from the offer.You have two business days after A+ content is published to make changes.
You can preview what your content will look like on both desktop and mobile. • Take advantage of this before your two business days to make changes is up.
All content — text and images — must be original. A+ content is submitted for review. If Amazon does not approve your content, something you have added is likely against one of their rules or terms of use.
Amazon has the right to take down your A+ content for any reason, but generally, they will only do this if you violate their terms and conditions.
Creating A+ Content
Go to the “Advertising” (for sellers) or “Merchandising” section (for vendors) and find the A+ content sections.
Select the ASIN you want to set up A+ content for.
Either use one of the five templates or select “Custom Template”.
Fill the text and image slots (don’t forget to set up required alt text!) up to the maximum allowed. You don’t have to use all image slots displayed. Use what you need and Amazon will reorganize the page accordingly.
When you are happy you can save all changes until you are ready or go ahead and submit for approval. Note: Amazon says it can take up to seven days for approval and after that may still take up to 24 hours to show on the product page.
How to Correctly Upload A+ Content
When uploading your images be sure to follow Amazon’s guidelines before for each module.
How to Use A+ Content to Improve Sales
DEMONSTRATE YOUR PRODUCT’S VALUE PROPS
What makes your product better than a competitor’s product?
Highlight your product’s unique features and benefits to highlight where it stands out amongst the rest.
HELP CUSTOMERS WITH PURCHASING DECISIONS BY PROVIDING PRODUCT DETAILS
What makes your product better than a competitor’s product?
Highlight your product’s unique features and benefits to highlight where it stands out amongst the rest.
A+ content allows you to get granular with your products.
You can add close-up product images to show texture to help the customer to imagine the product in use.
Or create simple how-to graphics to make customers more confident they will know how to use the product once it gets to them.
MAKE YOUR PRODUCT EASY TO UNDERSTAND
If your product has different uses or functions, use your A+ content to describe the different ways customers can use your product.
A video showing your product in use can go a long way with your customers.
GET AHEAD OF FAQS
Maybe you aren’t sure what to include in your A+ content.
A good place to start is with commonly asked questions.
You can get ahead of those questions by answering them within your images and copy.
STAND OUT FROM THE COMPETITION
While you cannot use your A+ content to highlight your product against competitors, you can highlight your other product options to capture customers who aren’t sold on your current product they are looking at.
By showing them your other products you may gain a customer that could have gone to another brand.
TELL YOUR BRAND STORY
A+ content is about more than a product.
It’s a chance for you to build your brand by highlighting your story.
Make your products stand out by connecting with your customers through shared values or experiences.
ENCOURAGE CUSTOMER ENGAGEMENT
The biggest complaint with ecommerce is that customers cannot physically handle items prior to purchasing.
A+ content gives you a chance to overcome as many of those hurdles as possible through graphic images, to-the-point explainer copy, and modules like “What’s in the box.”
Amazon A+ Content: 30 Worst Practices That You Need To Avoid
There are some things you should never include in your A+ content. Some are against Amazon’s rules and some have a negative impact on customer experience.
Make sure you don’t fall prey to any of these worst practices by going through the list below:
Don’t forget to check the guidelines for the module you are using (like size and image resolution).
Don’t provide contact information about the brand.
Don’t refer to your brand as a seller (or distributor).
Don’t reference shipping information.
Don’t use third-party quotes (like reviews).
Don’t use low-quality images.
Don’t use the same photo twice within A+ content blocks.
Don’t include the duplicate images from the main image block in the product listing.
Don’t use images that don’t feature the product.
Don’t link to other outside websites.
Don’t violate any Amazon policies or requirements.
Don’t refer to guarantees or warranties.
Don’t use opinion statements (like “The Best”).
Don’t include unverified claims (like safety claims or claims around health products).
Don’t utilize trendy buzzwords (like “green”).
Don’t include exaggerated or boastful comments.
Avoid content with grammar or spelling mistakes in it.
Avoid using excessive bold text formatting.
Avoid using strings of all-capital text.
Don’t use special characters.
Don’t include copyright, trademark, or registered symbols.
Don’t mention competitor products.
Don’t include promotions or pricing information.
Don’t try to utilize time-sensitive products that promote urgency.
Never attempt to mimic any of Amazon’s logos.
Never include abusive images.
Never engage in criminal activity.
Don’t include content written in languages other than the language native to the marketplace.
Never include adult product content
Don’t use subjective language.
Amazon A+ Content: 15 Best Practices You Need to Follow
CREATE A LANDING PAGE
The intention of a landing page is to drive the viewer to a specific action.
You should use this same principle when you are setting up your A+ content.
Call out a clear USP upfront (more on that in a moment).
Consider your headlines and subheadings carefully as that is your primary messaging on the page.
MAP YOUR CONTENT
When designing your A+ content, consider your page hierarchy.
What is the first thing your customers need to know?
Not every customer will view every piece of your content. You’ll need to make the first points the most important to keep them engaged and scrolling.
FOCUS ON KEY DETAILS
Part of keeping your customer engaged is to focus on only the key information.
Those pieces should be called out in both the imagery and the copy.
Don’t convolute your page with too many details.
FOLLOW BRAND GUIDELINES
When you’re setting up your A+ content, don’t just consider this product.
You want to make sure you are creating a consistent brand experience.
It’s best to set guidelines before you start designing and stick with them.
FOLLOW RECOMMENDED SIZING AND RESOLUTION
Before you design your images, be sure to look at Amazon’s recommended sizing and resolution for each module.
Amazon will reject any modules that do not follow their guidelines.
Save yourself the hassle of re-designing by reviewing the available templates first.
ALWAYS PROOFREAD
This should go without saying, but be sure you are proofreading your A+ content.
Even better, read it aloud, run it through a proofreading software, and have someone else proofread it.
Better to be safe than sorry.
AVOID GRAPHIC ERRORS
Page elements outside of copy can contain errors too.
Don’t overlook your images to make sure no key features were covered up or accidentally removed by your designer.
USE BANNERS
Banners are helpful for organizing your content in a meaningful way.
You can use them to introduce your page or to transition to another feature/benefit of your product in a clean way.
TRY USING A CHART
You want to keep your A+ content scannable and nothing makes data more scannable than a graph.
If you plan to include any complex data, or you need to compare specific features for your customers, try using a chart or graph.
Amazon even includes a comparison chart as a module option for cross-selling.
MORE IMAGES, LESS TEXT
A good rule of thumb for A+ content is to use more imagery than copy.
Your listing will still have your copy-first bullet points, so your A+ content should focus on calling out the highlights of your product in as few words as possible.
Be clear and concise.
CREATE A SEAMLESS DESIGN
When choosing your images and supporting graphics you want to have cohesion.
Haphazardly including random images of your product will not build trust with your customers.
You want your page’s design to flow from one module to the next.
HIGHLIGHT YOUR USP
Every product needs a unique selling point.
Even if that selling point is the story behind your brand.
Call out your USP at the top of your A+ content and continue to allude to it throughout the page.
GET TO THE POINT
What does your customer need to know about to purchase your product?
That is the question you need to answer in your A+ content.
Customers want answers quickly. They need to know why your product is the best answer to their current obstacle.
LEARN FROM PRODUCT REVIEWS AND FAQS
Let your customers teach you about the true best parts of your product.
Read your reviews (or similar product reviews if you’re new) and see what features the customers think are important.
Design your Amazon A+ content around that information.
You can also look at frequent questions customers have and answer them on the page.
It will show that you’re paying attention and prevent them from having to ask.
EXPERIMENT (TRANSITION TO POINT 19)
The best way to know you’re using the right content?
Test it.
Amazon A+ Content Examples
Let’s look at how a few successful brands are using A+ content on their product pages to help their customers better understand the product at a glance.
Example 1: SmartyPants
SmartyPants A+ content is laid out like a landing page. While there are a few images of the product, it utilizes other branded graphics to tell a story. SmartyPants places emphasis on its ingredients and why they matter. The layout makes it easy to gather all the key pieces of information quickly.
The brand takes full advantage of A+ content and it makes the product pages feel customized. As customers scroll down the product page, the A+ content truly brings the page to life.
Example 2: Seventh Generation
Seventh Generation could add more A+ content elements to their product pages, but one thing they wisely use is the product comparison feature. If your brand offers similar products, you need to include this section in your A+ content.
The comparison table helps customers find exactly what they are looking for from your brand without making them continue to hunt and possibly end up going with a competitor.
Your comparison chart needs to highlight the features that matter to your customers, which Seventh Generation clearly does. In this example, the brand uses the comparison chart primarily to showcase multiple scents, but other brands successfully use the charts to compare the nuances between products.
Example 3: Purple Mattress
One thing is for sure, Purple nails their marketing. It’s what has fueled the brand’s explosive growth even more than the innovative design. The A+ content used on its Amazon product pages is no exception.
Purple highlights its social proof to pull customers in and want to learn more. Then it uses the rest of its A+ content to highlight the differences between its mattress and its top competitor — memory foam.
Even if a customer only scanned the page, the images make the message very clear. Every element chosen by Purple earns its place on the page, which is a must for a high-dollar purchase.
Example 4: AuraGlow
AuraGlow isn’t a well-known brand. As a result, its branding doesn’t carry any weight with consumers, so instead, the focus is solely on the product.
The A+ content does a superb job of answering any questions a customer might have. It includes images as social proof and lets potential customers know what is included and how to use it.
This content is about as straightforward as it comes, but it works for a lesser-known brand that wants to highlight the product.
Example 5: Aden + Anais
Aden + Anais has developed a loyal following of moms and many of its customers are likely repeat purchasers and referrals. Aden + Anais knows this, and so it uses the A+ content to highlight its range of product offerings and new designs. The A+ content showcases light and airy imagery with very brief copy because it doesn’t have to focus on selling the benefits.
This A+ content showcases the importance of knowing your audience and what they need to convert. It won’t be the same for every brand or even every product.
Example 6: Bose
You’ll immediately notice that the A+ content from Bose is different than any other example. For one, Bose includes a video toward the top of its A+ content.
Bose understands its product’s selling points are design and sound. It uses sleek product imagery to appeal to the design-focused, but that video is crucial for a high-end product that needs to be demonstrated.
How to Know If Amazon A+ Content Is Working
Since the purpose of Amazon A+ content is to increase sales, you’ll want to be sure you’re monitoring your conversion rate once it goes live.
Most brands report that it does increase their sales conversions.
But, if your conversion rate decreases, you know your A+ content isn’t what your customers need to see.
You’ll want to test different content to see what works.
Amazon A+ Content Experiments
How can I use Amazon A+ Content Experiments?
Amazon allows you to split test two different versions of your A+ content.
Two groups will be created and exclusively shown either variation 1 or 2.
This allows you to draw conclusions about what content/format performs better with your customers.
Can all brands use the A+ Experiments feature?
Any seller or vendor with approved A+ content is eligible to use the feature, with the caveat that only products with enough sales are viable for experiments.
Your ASINs that are eligible for experiments will be shown in your A+ Manager.
What should I test with A+ Experiments?
Keep in mind that split testing should be restricted to one or two items at a time.
Some things you could test are:
The format/template used on your page
Adding or removing modulesTrying different images (like lifestyle vs stand-alone product)
Copy variations calling out different value props or target audiences
What Is the Right Length of Time for A+ Content Experiments?
Tests can run from 4-10 weeks and you can change the duration during the experiment should you decide.
You also have the ability to cancel the experiment mid-way through.
In general, the longer an experiment runs the more you can trust the results.
How do I track which of my A+ Content Experiments are successful?
Amazon does it for you!
As your experiment runs, Amazon will track the conversion rates and tell you which version results in more sales.
Setting up Amazon A+ Experiments
The experiment feature is found in the A+ Content Manager area of Seller (or Vendor) Central.
Amazon will show you which ASINs are available to test.
Before you get set up, you’ll need to decide what you want to test on those listings.
Then you can easily go in, make the change, set the duration, and let Amazon get to work.
Amazon A+ Content FAQ
How do I design my A+ content page on Amazon?
A+ content has to be designed in Amazon. The pages aren’t compatible with tools that use HTML for design.
You’ll need to upload your images and copy into the templates provided or create your own on the platform.
Why can’t I add video to my A+ content?
It may be due to the version of the marketplace you are using.
Sellers and vendors in the U.S. can add video, but on other versions of the platform, this feature may not be available.
Is Amazon A+ content mobile-friendly?
Most of the time Amazon A+ content will be mobile-friendly, but it’s always best to check for yourself.
As previously noted, Amazon allows you to preview your content on mobile and desktop. Don’t skip this step.
What about my plain text product description?
If you are a seller, your product description will be fully replaced by your A+ content.
Bust just in case Amazon still uses the keywords in it, it’s best to keep it completed.
If you are a vendor, your product description is still shown above your A+ content on your product page.
Can I manage multiple brands in the A+ Content Manager?
Yes, if you have more than one brand on the Amazon Brand Registry with eligible products you will be able to create A+ content for all of them.
How to Improve ACoS with Amazon A+ Content
If using PPC campaigns is part of your strategy, you’ll want to use A+ content on those product listings to get the most out of your ads budget.
We know A+ content historically raises conversion rates resulting in lower ACoS.
You can use A+ content in the same way you would use a landing or pre-sell page if you were running PPC ads from Google or Facebook to your own website.
These pages allow you to connect with your customers through enhanced images, charts, and videos.
If you aren’t sure how to incorporate your A+ content and PPC strategies, we can review your current setup and develop an Amazon marketing plan to help you grow sales at lower costs.
Final Thoughts
A+ content is one of the benefits in place for members of the Brand Registry.
Amazon knows that helping you build your brand will help you drive more sales, which in turn helps them.
A+ content provides you a unique way to engage with Amazon shoppers to make product pages your own.
If you’ve been on the fence about creating A+ content for your eligible product listings, hopefully, this article has provided you the push you need to take advantage of it.
