With online shopping growing by the day, shoppers want to have as close to a Brick-and-Mortar shopping experience as possible. To improve the online shopping experience, Amazon has introduced various features in its Vendor Central and Seller Central that helps shoppers understand the intricacy of products. One of these features is A+ content.
Amazon A+ content, formerly known as Enhanced Branded Content, is a premium content feature that helps brands to enhance their product display page with more information in the form of high-quality content, images, and videos.
Brands can easily include unique selling propositions, cross-sell within their catalog, and include more images to captivate the shopper and differentiate themselves from the competition. This feature transforms a normal product listing into a sales converting powerhouse.
Amazon A+ content is only available to brands registered in the Amazon brand registry. It is found at the lower part of the PDP (Product Detail Page) before consumer ratings and reviews.
A+ content is made up of several modules that showcase images with short descriptive texts, creating a coherent and storytelling picture complementing the other content on the page. A few elements include:
Each module can be customized in a different way as per the below examples:
Here’s an example of how the A+ content looks like.
Wakefit emphasizes their features and presents them very clearly in their A+ offering, using:
A brand can target a specific group with text and images and can give more information on the brand itself and not just the product.
Let’s assume a brand is committed to being sustainable or is an organic one; in the A+ content, the brand can highlight these brand values by creating a storytelling flow on the subject using coherent images.
2. Encourage cross-selling
As part of the amazon shopping experience, when consumers land on the product detail page, Amazon will showcase similar products to the one currently being viewed, and competitors can sometimes influence the shopper’s decision via the sponsored display. However, with A+ content, brands can propose similar products within their portfolio thus keeping the consumer longer on their pages, not looking at competition brands, and maybe increasing their basket size.
For example, if a person is buying a toothbrush, they might also buy a toothpaste to complement, if it captured their attention in the A+.
3. Broaden a shopper’s understanding of the product’s physical attributes
Since the consumer can’t see and feel the product, A+ content would include descriptive and relevant details about the product, including the physical attributes that can help the shopper make well-informed decisions and avoid returns. For example, if the product is a 250ml shampoo bottle, a picture of the product held in the hands of a person and with the dimensions mentioned will allow the shopper to have a better idea of the shampoo’s actual size.
Even though A+ content is not indexed on both Amazon and Google, it is still recommended to work on the same to elevate conversion. A+ premium, on the other hand, is indexed on Google hence the importance to include more relevant keywords in it will increase the chances for the product to appear in Google searches and therefore be redirected to Amazon.
Winning on Amazon is dependent on traffic and conversion that leads to sales. What drives traffic is consumer searches and a product’s share of voice. One of the metrics that drive conversion is content. It is therefore important for a brand to elevate its content on Amazon to make the shopper like what they see and have all the information needed for them to convert into purchasing. Consumers today want to buy the best possible product they can find. The more information a brand gives about their product, the more confident will the shopper be of their purchase. The more confident the shopper is, the more engaged they will be, the higher the conversion, the more the sales!
We at PiWheel, help the biggest brands and FMCGs with their Amazon strategy. Our industry experts are Amazon veterans with 40+ years of combined experience in advertising, content, and eCommerce strategy. Connect with us today to boost your brand.