If you’re looking for a way to increase your listing conversions and sales on Amazon, then Amazon A+ Content is just what you’re looking for. Recently combined with Amazon Enhanced Brand Content, this new feature offers vendors and sellers a powerful means to grow their market.
Amazon A+ Content Explained
The days of printed media have all but disappeared. Today almost all news and content come to us via news feeds on social media.
Those in the business of publishing content on the internet understand that to engage an audience the images must make a visual impact. The same applies to the way that you advertise your products on Amazon. Why would it be any different?
When looking for a product why would you read through explanatory text that is best described as boring when other products contain engaging multi-media content that grabs your attention. The products that boast interesting images, charts and well-designed copy containing carefully bulleted points are much more likely to get your interest.
That’s where Amazon A+ Content comes in. if you’re a seller or vendor with a product on the Brand Registry you can avail yourself of the A+ Content. If you’ve been trading your product via the seller central portal on Amazon, you probably already know the Enhanced Brand Content of EBC.
The EBC program was combined with the A+ Content in July 2019, creating a single system. From that day A+ Content has been offered to sellers and vendors free of charge.
How You Can Use A+ Content to Increase Your Sales
Amazon A+ Content has been designed to help sellers and vendors to create insightful listings that attract the attention of buyers. The program can help you to promote your goods with interesting descriptions that contain just the right amount of detail. You can also include images and charts that’ll attract conversions and copy that promotes your brand.
When you use A+ Content it will appear in place of your product listing, covering up the product description so that all visitors will see is the content.
You can also use A+ Content to improve your Sponsored Brand Ads, ensuring that they are more effective. This link between the two can lend your brand message a cohesiveness not previously possible. A cohesive look lends your product a strong brand presence with a professional look that won’t confuse buyers.
The Brand Registry Program, of which A+ Content is just a part, also offers many other features from which you can benefit. These include:
- Formidable search and report tools
- Protection of your brand identity
- Enhanced representation of your brand
- Brand development advantages
- Seller’s support for registered brands
The Biggest A+ Content Advantage
The main aim of A+ Content is to increase your customer conversion rate and in so doing increase your sales. As this happens, your listing will start to rank, increasing the number of views your product page gets. This in turn will fast track the ranking of your keywords – the result increased sales.
Importantly A+ Content is so easy to create as Amazon’s modules lead you step by step through the process.
How to Create A+ Content
Amazon has made it easy to create your first product listing using A+ Content. Start by finding the A+ Content segment in the Advertising or Merchandising sections, depending on whether you’re a seller or a vendor. Now follow the steps.
In total there are 15 modules that you can use. You can mix and match them to suit yourself allowing you to design your listing in your own creative way. The modules form the basis for your designs using A+ Content. They contain all you need to build your listing using charts, images and text.
It’s a similar concept to Squarespace and WordPress. The tools include
- Full width images – use these to show your product in situ
- Smaller images that can be combined with text – use these to ensure that your potential customers know exactly what to expect from your product. These tools make it easy for you to ensure that your detailed information is logically placed.
- Multiple smaller images – showcase your product’s most important features with these
- Text – use text to describe your product
- Charts – the best way to help customers appreciate the essential differences between comparable products.
What are the Costs?
Register on Amazon’s Brand Registry and you can use the A+ Content to create your listings free. The Brand Registry also offers you a host of tools and functions that you can use to build your Amazon brand presence. You can also use the tools to seek infringements and report them. If your store is on the US Amazon site, you can also use Amazon Posts to market your brand.
There is, however, one requirement for eligibility on the Amazon Brand Registry. You must have an active trademark registered for each country in which you intend to register.
Amazon will also allow you to enrol on the Brand Registry if you have filed an application for a trademark with Amazon IP Accelerator. You can choose between a word mark which is based on text alone or a design mark which can combine images, numbers and text.
The process of registering a trademark has a wait period of up to eight months, but you can reduce this to just two weeks by using sellertrademarks.com.
The Difference Between A+ Content on Vendor Central and Seller Central
In July 2019, Amazon merged Enhanced Brand Content with A+ Content. Until that time vendors were able to use A+ Content, but sellers used EBC to create enhanced listings.
The Benefits of A+ Content
There are many advantages to using A+ Content. Below we’ve listed why we think you should use it.
- Showcase your product – the Amazon market contains thousands of products, many just like yours the only way to ensure that you’re getting the sales that you want is to make your product stand out. By using your content to focus on the advantages of your products over others you’ll have a good chance of convincing potential buyers to choose your brand.
- Stay abreast of changes in the world of content writing – in the online world of Amazon you need to stay abreast of the changes in content marketing. Unless you do, your competitors will pip you to the posts using newer techniques. A+ Content ensures that you always know what’s trending in the world of content.
- Tell the story of your brand – while some buyers may start their search with just the price in mind, many can be persuaded by a clever brand story to buy yours. Selling pitches like environmental friendliness, charitable actions and product features that may meet the buyer needs can easily swing the purchase from a competitor’s product to yours.
- Supply buyers with product details – the number of online sales increases daily, and as more people enter the world of online buying, its important that they have access to relevant details about your product. Accurate details can save you the expense of returns. Details ensure that the buyers know exactly what to expect and this can lead to positive reviews. A+ Content gives you the tools to offer the buyers all the details they need and more.
- Buyers can give you their views – successful sellers on Amazon know that it is essential to check reviews and answer any questions that may come in. Even better, use A+ Content to answer customer questions ahead of receiving them.
- Smart products on smart phones – A+ content ensures that your product page looks as good on the small screen as it does on a large one, seamlessly moving from one device to the next.
Designing A+ Content that Translates to Sales
It is important to understand that although you’re A+ Content is indexed for Google searches allowing the keywords to be found, the same content is not indexed on Amazon.
This means that some of the keywords in your content will not be searchable on Amazon. For this the keywords must exist in your listing too. This means that you must also fill out your regular description even though no one sees it.
In an age where every business has its own website, Amazon customers know what a well-designed page looks like. To write content that looks professional you need to follow some simple rules.
- Tell them a story – take the buyers on a trip. Ensure that they are clear about what they will receive and answer any questions they may have.
- Sell your product features – convince buyers to choose your products by using all the tools at your disposal to sell your product features.
- Brand identity is an important selling point – trusted brands speak to people. They render the impersonal world of online shopping into a more personal space. Grow your brand and you’ll grow your sales.
A++ is Coming
Amazon has two modules that only the Premium A+ users can use. These vendors pay big money to so that they can use the features which include the ability to hover over features, embed videos and a host of other advanced options.
If Amazon’s past actions are anything to go by, it seems likely that they will extend these features to other users sometime in the not too far distant future.
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