Ready to take your Amazon detail pages to the next level? This week's post will show brand owners how, with specific instructions and examples of stellar A+ Content, designed by eCommerce Nurse. If you have already covered the basics, such as titles, product descriptions, and bullets, then A+ Content (formerly known as Enhanced Brand Content) should be your next priority to boost your brand on Amazon.
Why have A+ Content?
A+ Content gives brands a competitive edge and can be a decisive factor between a customer just browsing or clicking that Buy Box button. Look at the top-selling ASINs in any category on Amazon and they will likely all have A+ Content. The fancy, large images and expanded text can grab shoppers' attention and entice them to stay on a detail page, rather than bouncing to another product. Appropriately leveraging A+ Content can improve your brand reputation, reduce return rates, increase positive reviews, and help Amazon Advertising spend go further. A+ Content and your detail pages are your one chance to pre-empt any question the customer might have about your products, but also communicate your brand personality through images, fonts, colours, and more. According to Amazon, pages with A+ Content have up to 10% higher conversion, too.
While A+ Content is not indexed on Amazon, it is indexed for Google. If brands invest in Amazon algorithm SEO for product listings, they can then use the A+ Content to optimise for Google and off-site SEO. This two-pronged approach is a great way to ensure you're covered, no matter where customers go to type something in the search box.
What is A+ Content?
A+ Content is available, and free as a perk for Brand Registry professional sellers and vendors. Once you have confirmed you are eligible and enrolled, A+ Content Manager will appear as an option under the Advertising menu in Seller Central. To add content to your ASINs, select Enhanced Product Description. This type of content allows you to expand your product description area on the detail pages of eligible ASINs. This means you can create more content than just the usual bullet points and product images that all products on Amazon have. You should also be prepared to answer customer questions or address common issues (such as how to measure a fit, what ingredients are included, or how to use the product, etc.) as content converts best when it proactively pushes customers to confidently make a purchase.
How to create A+ Content
Follow the onscreen prompts to name your A+ Content page. The A+ builder will allow you to select modules to give your page the layout and structure you desire. There are, however, slight differences between the choices offered in Seller Central and Vendor Central.
Sellers: Can use up to 7 slots to fill with content modules/widgets.
Vendors: Can use up to 5 slots to fill with content modules/widgets.
Some of our favourite widgets include large images, 3-packs, 4-packs, banner images, comparison charts, and technical specifications. But there are quite a few options to give you the flexibility you need to display chosen content. Depending on your existing assets and design resources, you should choose your layout to best suit your brand's needs.
The anatomy of a great A+ detail page
The great thing about Amazon's A+ Content builder is it's super flexible. We recommend using all available space and making it look great with well-designed, on-brand images. If you need help, eCommerce Nurse's marketing team specialises in A+ Content and listing optimisation as part of an integrated strategy for Amazon success.
If you're ready to tackle the A+ Content solo and need some A+ Content help, here are some tips for success. Be sure to include logos, lifestyle imagery, and digestible information so customers who skim read can still get all the important facts.
A best-in-show A+ example
Here's an example layout that we currently prefer for Seller Central users. It uses all 7-widgets and allows for some great SEO copywriting alongside strong branding.
Start with a banner image, and keep it eye-catching and on-brand.
Use large, detailed graphics with designed text to show off your product. Because some customers like images and some like text, it's good to balance out both. As visually appealing as the large images can be, if you use only images, the content won't be indexed in Google. It's not uncommon to spot some big brands on Amazon that make this basic mistake (and if this is you, give us a call we'd love to help).
Using the three-pack or four-pack widget is a nice way to call out the key features of your product and visually breaks up the page.
If you have space, using one of the modules to tell a brand story is great. This is something a lot of sellers can't do, especially if they're re-sellers, or don't have access to A+ Content. Use this extra space to your brand's advantage. Some ideas include information about the founders, the year the business was established, what sets it apart, and information about any USPs, or charities the brand might work with. If you have access to Brand Story A+ Content, you can use this feature to talk about your brand instead or in combination with EBC-type content.
Finally, a successful A+ page usually finishes with a comparison chart. This module is wonderful, as it helps cross-sell or upsell items in your catalogue. It's better to send a customer to another product in your range rather than your competitor! The images can be plain product shots or designed as part of a cohesive look to distinguish your products on the page. Don't skip this module if planning to maximise the return on A+ Content and be sure to use the rows in the column to call out some key features and USPs (again, this helps with external SEO).
When your A+ page is built, save it, assign the ASINs you want it displayed on, and send it for approvals. It can take up to 2 weeks for your first page to be approved, but is often much faster. Once approved by Amazon, remember to come back to your page and use A/B testing to constantly improve, learn, and evolve. While this layout works great for many brands, you may want to move widgets around or swap images out to test what works best for your brand.
Want to see it all in action? Check out this PDF of a complete A+ detail page, eCommerce Nurse style.
More help with A+ Content
Learn the details about A+ Content and how it can increase conversion. Feeling uninspired or stuck? While A+ Content is free to create, most brands invest in design and copywriting to help them shine. eCommerce Nurse has built, designed, and launched hundreds of A+ pages for Amazon sellers and vendors, with insider knowledge to help your pages succeed. Check out our client success stories and get in touch for more information about our services, tailored to your experience, needs, and budget.