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Amazon A+ Content: Boost conversions and reduce returns

Amazon A+ Content: Boost conversions and reduce returns
Amazon A+ Content: Boost conversions and reduce returns

What’s Amazon A+ Content material?

For those who’ve been on Amazon for some time, you may know A+ Content as Amazon Enhanced Brand content material (for those who’re a vendor), or Amazon Enhanced Advertising Content (should you’re a vendor). While the identify has now been streamlined to read ‘Amazon A+ Content’ for sellers and vendors alike, the thought behind it stays the same: a premium content function provided by Amazon, that lets you add further pictures and textual content placements within the product description subject of a branded ASINs.

Seller and Vendor Necessities for Amazon A+ Content material

To be able to benefit from the extra visible content, sellers have to be registered with, and accredited by, Amazon’s Model Registry. Alternatively, individuals of Amazon’s managed selling packages, comparable to Launchpad or Amazon Exclusives, routinely have entry to A+ content material as nicely.

Eligible sellers can add Enhanced Brand Content (EBC) to any ASIN that they own in accordance with the International Catalog Identifier (GCDI) and have a suggestion for. Amazon A+ Content might be added to each mum or dad and youngster ASINs.

Attention: When you registered your brand with the Amazon Brand Registry you’ll have to repeat the method for Amazon Model Registry 2.0

Using A+ Content is a bit easier for distributors – you mechanically qualify for adding enhanced pictures and textual content to your product itemizing. For a detailed information on A+ Content material for Distributors take a look at our Vendor Academy.

The bounds of Enhanced Content on Amazon

There are a two situations the place including A+ Content material to your product listing just isn’t attainable:

  • You may run into problems when content material has already been revealed by a retail vendor for an ASIN earlier than – on this case, Amazon gained’t permit you to add further A+ content material.
  • Since brand registry is just not out there for products in media, video, digital or books, sellers in these classes are usually not capable of benefit from Enhanced Model Content.

Are there any differences in A+ Content specs for Sellers and Vendors?

There are just a few differences in Amazon A+ Content material specs for sellers and distributors. The relatively current change of identify from Enhanced Model Content to Amazon A+ Content material highlights the alignment of enhanced content material for sellers and distributors. Aside from the eligibility criteria, plainly the one difference that persists is the Premium A+ Function (video, interactive content material) solely distributors have access to – at a considerable worth.

Is Enhanced Model Content material on Amazon Listed?

In distinction to the product description, A+ Content isn’t indexed on Amazon. Nevertheless, the textual content and images are nonetheless listed by Google, which might assist your product seem in the SERP of the search machine.

A+ Content material additionally not directly helps to enhance your rating if it increases your conversion price. A better conversion fee results in more gross sales and more sales lead to better rankings.

How much does Amazon A+ Content value?

As of now, Enhanced Model Content is free of cost for sellers and distributors.

Distributors can opt for a premium model that includes interactive content features and is simply out there by invitation from a vendor supervisor – and supposedly comes at a steep value.

Whereas there isn’t any monetary value to Amazon A+ Content (but), the creation of the visuals and the copy does take time. We’ll speak about a easy cost-benefit evaluation later to determine when it pays off to place in the effort to create Enhanced Content material on your product listings.

What are the advantages of Enhanced Model Content?

In response to Amazon, A+ Content material has the potential to increase your sales by 3-10%. More particularly, including extra visuals and replica to your product itemizing may end up in:

  • Larger conversion rates: In your Amazon business, conversion fee is likely one of the most essential metrics to know – in the long run, there isn’t a point to potential clients clicking on your product itemizing but not truly shopping for the product. We have now devised a Brand Analytics Hack that helps you identify which rivals have the most effective conversion charges and why – and EBC/Amazon A+ Content might be a deciding factor. The extra photographs and texts help clients better understand and visualize how your product solves their needs (and needs) and may thereby inspire the final click on on the ‘Buy’ button. Study from the competitors to overhaul them in the long run.
  • Lowered return fee: a deeper understanding of your product and it’s advantages ensures that clients can make a better purchase determination and don’t feel the need to return your merchandise afterward
  • Higher evaluations: following the logic above, extra info and better buy selections lead to happier clients leaving raving evaluations
  • Decreased ACoS and ROI of PPC campaigns: getting individuals to click in your PPC campaign is one thing, inspiring them to buy the product one other. Convincing and interesting A+ Content helps with the latter, thereby decreasing the costs of every marketed sale and bringing down your general ROI

So there’s some fairly vital potential in Amazon A+ Content – however how are you going to leverage that?

How do I exploit A+ Content material to spice up conversions and scale back returns? (Including Enhanced Brand Content Examples)

There are a number of methods you can also make effective use of Amazon A+ Content material. Let’s undergo a number of the content material strategies and take a look at greatest follow examples:

1. Showcase your product’s unique value proposition

In any sort of content advertising, it is very important concentrate on the benefits the product brings to the client – which drawback/need/need does your product tackle and clear up. The extra visuals and textual content obtainable in A+ Content are the right spot to showcase what makes your product so particular and efficient.

The example under exhibits clearly how Amazon A+ Content material helps put the features and benefits of a product into the highlight. By way of an interaction between text and image, the seller manages to spotlight more than 8 distinctive selling factors of his/her product.

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2. Present relevant product particulars that assist drive buy selections

Especially relating to greater purchases, clients need to get as a lot info as potential concerning the product they’re about to spend a substantial sum on. Offering as a lot related product details as potential can (a) accelerate the purchasing process as individuals perceive that your product is strictly what they’ve been on the lookout for, and (b) handle expectations as they understand precisely what they’re getting with their buy.

Linenspa units the stage for their microfiber comforter by means of Enhanced Content. By describing and visualizing relevant product particulars – such as the reversible design, the allergen info, or the obtainable colours – the vendor supplies all needed info for patrons to make an informed buy choice.

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Three. Break down complexity and make your content straightforward to digest

That is particularly relevant for merchandise that combine a number of options and features and may clear up quite a lot of needs directly. Videos, photographs, and exact and targeted copy will help clients really understand the applicability and use of such products.

4. Reply the most typical buyer questions

A good way to go about creating Enhanced Brand Content material is by testing the question, assessment, and comment part in your product listing. A+ Content is a good way to deal with unanswered questions in a visual and interesting method, thus giving your clients the sensation that you are addressing their considerations before they might even voice them!

5. Differentiate your product from the competitors

Amazon is a highly competitive marketplace. It’s getting increasingly troublesome to seek out merchandise which have a reasonably excessive margin and the place the niche shouldn’t be overwhelmingly crowded with other sellers making an attempt to safe their piece of the cake. One approach to stand out from the gang is thru appealing content material advertising – for which Amazon A+ Content is nearly the only choice you’ve. Furthermore, adding EBC may also help you push down a number of the advertisements Amazon is putting in your product listings, thereby ensuring that clients aren’t getting distracted by the competitors.

Tip: The Comparison Chart Module is particularly helpful for this. In case that the present itemizing is just not exactly what the client was on the lookout for you should use this module to showcase different products from your vary and keep away from clients buying from another seller.

Let’s examine products with and with out A+ Content. Under you possibly can see a very zoomed out screenshot of the product listing of COSRX Solar Cream. Yes, there are some sponsored products under the Product Image and Bullet Points. Nevertheless, the sponsored merchandise are overpowered by the brilliant yellow image in the Enhanced Content section, and the client’s consideration drawn in the direction of scrolling down.

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Scrolling down a bit additional, the vendor supplies a comparison of their products, so that clients can get the product greatest fitted to their wants. There isn’t any comparability with different sellers’ merchandise to be seen.

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Bear in mind, nevertheless, that this isn’t all the time the case. Even should you provide a comparability chart of your personal products, Amazon can add a comparability with competitor merchandise. However, the client should scroll down for longer to get to that, growing the time they spend testing your products.

A very totally different story evolves taking a look at a sunscreen product itemizing with out A+ Content material. Within the screenshot under you’ll be able to see how the client’s attention is instantly drawn in the direction of all the other obtainable options, with two rows of sponsored products popping up under the Product Image and Bullet Factors.

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Scrolling down even further, a comparability chart is seen. But in distinction to the previous instance, this isn’t a comparison of various products from the same sellers. This comparison chart is added by Amazon, and exhibits comparable products from totally different sellers. The chance of consumers testing and buying competing products thereby will increase manifold.

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6. Communicate your model story

Whereas worth is a very highly effective think about buy selections, an enticing and fascinating brand story can swing the stability in your favor. Your brand may be in existence for a number of hundred years, displaying an extended history of quality and expertise; otherwise you may be supporting disadvantaged communities, serving to them to safe a livelihood – it would be best to inform your customer about that! A great brand story offers assurance of product quality and highlights your brand values. Serving to clients perceive your model higher is essential particularly in case your merchandise are priced comparatively high, competing on a platform that is recognized for its bargains.

Wattne, for instance, gives reusable ziplock luggage to scale back the amount of plastic waste. The A+ Content material part is one of the best place to tell the story of the product and the way exactly it helps to make a constructive influence.

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7. Improve buyer engagement

Whereas online buying has been normalized to an amazing diploma, it’s nonetheless missing the bodily interplay of customer and product. Imagine you’re shopping for a brand new fridge on-line – there isn’t any approach you’ll be able to truly open the door, pull out all the drawers, verify the freezer and make sure all your Tupperware fit (simply as you’d in an actual retailer). Nevertheless, pictures and videos can create an experience that brings the client as near the product as potential with out it truly standing right in front of him/her. These visuals create a singular engagement beyond what is feasible by the limited about of photographs and textual content obtainable in the conventional product listing.

When should I add EBC to my product itemizing?

Since A+ Content material is obtainable free of value, you possibly can goal so as to add A+ Pages to all of your eligible product listings. Nevertheless, take into account that taking and modifying the pictures, writing the copy, and designing the format costs priceless money and time. To be strategic about your investment into A+ Content material, you greatest begin with products that meet one or more of the following standards:

  • A premium worth and powerful margin (good return on investment – ROI)
  • Unique product with noteworthy benefits and options or new/complicated product that needs elaborate rationalization and illustration
  • Certainly one of your Greatest Sellers
  • A+ Content material is widespread amongst competitor merchandise
  • Amazon uses a product comparison widget on your product web page that drives away visitors

Tip: A+ Content material isn’t a simple fix for a product that isn’t promoting properly. On the contrary, A+ Content material is more of an accelerator for a product that is already displaying a robust performance on Amazon. We, subsequently, advocate utilizing the 20/80 rule – begin with including Enhanced Model Content to the 20% of your merchandise which might be creating 80% of your income. Growing their conversion price will create the most important financial return.

How do I design A+ Content that converts?

The central objective of including Enhanced Content to your Amazon product itemizing is growing conversions. Simply including a couple of pictures and sentences gained’t do the job – your content material must be flowing, convincing, and interesting. Listed here are a number of ideas and tips to develop design greatest practices:

  • Make it feel like a touchdown web page. One of the simplest ways to know your A+ Content is to view it as a touchdown web page. You’re convincing your customer that your product is strictly what they are on the lookout for and need to encourage them to take one motion – hit the ‘Purchase’ button.
  • Plan your content like a journey. What ought to clients see first? And then? How are you going to end on a constructive and thrilling word? Additionally it is essential to ensure that the copy corresponds together with your pictures to create a very good move
  • Concentrate on what’s essential. Merely placing random pictures and text which may look good however doesn’t present further worth gained’t enable you to reach the desired consequence. Every part of your EBC ought to give attention to a selected level you need to convey across – almost certainly how the features of your product create a selected benefit to the purchasers. Clear and concise content that’s straightforward to learn and digest ought to be the main target of your A+ section.
  • Keep in your brand tips. Branding on Amazon is already very restricted – A+ Content is the place you possibly can let it all out. Be sure that to match your fonts and colours together with your model to create model recognition.

How do I upload my A+ Content? (Together with downloadable Amazon A+ Content templates)

Importing EBC to your product listings it pretty straight ahead: simply discover the A+ Content section within the ‘Promoting’ (sellers) or ‘Merchandising’ (distributors) tab and comply with the instructions. It may be helpful to plan your content material beforehand to just remember to have all the required photographs and texts at hand for add.

There are a number of totally different modules out there in Vendor Central. These might be combined and matched to your liking. Have a look under and decide the ones best suited to the story you need to inform:

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For vendors, we’ve got put together a useful A+ Content material Module Guide that makes the planning course of fast and straightforward by providing you with the format and greatest use of the Amazon A+ Content material templates.

Listed here are some extra helpful details for a clean and effective upload:

  • Optimization for Cellular. You don’t have to worry about adjusting your content material for cellular units – Amazon will resize pictures and fit texts mechanically. Nevertheless, it is unfortunate that clients first should broaden the outline box to view the A+ Content material on cellular.
  • Image Resizing. You need to be sure that your pictures are meeting Amazon’s sizing requirements. However, Amazon does resize photographs which are too huge, smaller photographs aren’t adjusted. Make use of the picture crop and scale choice within the content material creator to ensure your photographs feel and appear good. For common tips on picture measurement take a look at the table under:
  • Picture Alt-texts. With every image upload, Amazon requires you to create picture keywords, i.e. alt-text. This could be a easy sentence describing what is depicted by the picture.
  • Enter language. The content material creator for A+ is super straightforward to make use of – you possibly can merely drop and drag totally different module choices for pictures and text and instantly enter your content. No HTML required (or allowed for that matter).
  • Typically much less is more. In case you can’t fill all of the out there spaces in a module do not despair – Amazon will routinely reformat the template to fill the white area and make it look good.
  • Bulk Upload. Upon getting created A+ Content material for a product and it has been accepted by the Amazon group you possibly can apply it to a number of ASINs. For comparable merchandise, you can too duplicate your obtainable A+ Content template and make edits so that you simply shouldn’t have to start out from scratch. This is especially useful for dad or mum and youngster ASINs that solely range in shade, measurement, or other primary options.
  • Language. It is attainable to create language variations for a similar marketplace, if, for instance, you need to add Spanish content to product listings in the US. Nevertheless, it isn’t potential to repeat content material across marketplaces.
  • Waiting occasions upon submission. The utmost waiting time for approval/rejection is 7 days, nevertheless, most accounts state that feedback is offered inside two working days. If Amazon finds violations or grounds for rejections (see under) you’re required to make changes and re-submit your content material. General, you possibly can have a maximum of 20 EBC requests pending at a time.

Is there one thing I shouldn’t put into my Enhanced Content material?

Amazon supplies a selected record of parts that pose violations and grounds for rejection if they seem in A+ Content material:

  • Referencing your organization as a seller or distributor, or providing any firm contact info
  • Mention of competitor products or vendor authorization
  • Pricing or promotional info
  • Delivery element info
  • Inclusion of copyright, trademark, or registered symbols
  • Boastful feedback
  • Time-sensitive merchandise (exhausting gross sales copy)
  • Customer critiques from Amazon or some other website
  • Editorial or third get together quotes from external sources (magazines, tv exhibits, and so forth.)
  • Blurry or low-quality pictures
  • Way of life pictures not displaying the product (aside from model story pictures)
  • Too many duplicates of the product photographs from the primary picture block
  • Warranties or guarantees
  • Attempts to imitate Amazon logos
  • Logos from other organizations
  • Hyperlinks to different websites or (verbal) redirects to different websites (inside or outdoors of Amazon)
  • Grave grammatical or punctuation errors, misspelling, strings of all caps textual content
  • Abusive pictures
  • Legal exercise
  • Violations of class requirements or Selling on Amazon Insurance policies
  • Content written in languages aside from the local market language
  • Grownup product content material
  • Subjective language
  • Unverified claims, e.g. security claims, energy-saving claims, medicine, drinks, meals, well being merchandise
  • Photographs containing watermarks or unreadable textual content – font measurement have to be higher than 16

How do I know if my Amazon Enhanced Content is working?

After adding your Amazon A+ content to a product listing it is very important regulate conversion fee to know whether or not the extra content material is performing nicely or not and hence measure success.

Skilled sellers recall their experience with Enhanced Content material as a very iterative course of. It could actually occur, for instance, that conversion price goes down once your enhanced content material goes stay. This is essential to know, as it’s a robust indicator that the content isn’t tailored to your audience. After a couple of changes, nevertheless, most sellers report constructive experiences with A+ content material and its results on Conversion Fee.

Monitor PPC Conversion Price with the Sellics PPC Manager

Amazon A+ Content could be a great tool to maximise the success of your PPC Campaigns. While Bid Changes and search engine optimization for product listings make sure that your ad pops up on prime of the correct search outcomes, Enhanced Content material may help improve your conversion charges as soon as a customer has clicked in your ad.

With the Sellics PPC Supervisor for Sellers and the Sellics AMS software for vendors, you possibly can maintain an in depth eye on the conversion fee of each product you’re concentrating on with PPC, and make it possible for your A+ content material has the meant impact to drive gross sales and income.

Attempt Sellics at no cost now!

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