February 23, 2022

How to Achieve Higher Conversions with Amazon A+ Content 

How to Achieve Higher Conversions with Amazon A+ Content 
How to Achieve Higher Conversions with Amazon A+ Content 

Every month Amazon records around 2.45 billion monthly visits from across the world. 

As customers go through millions of products selling on Amazon, several factors contribute to influencing their decision to make a purchase. 


The major concern for every Amazon FBA seller should be how to push customers to buy your product and how to increase conversion rate on Amazon.


Thankfully, you can take advantage of one of Amazon's most powerful features - Amazon A+ content, to boost conversions, increase company sales and grow revenue with Amazon


Read on as we explore all you need to know about Amazon A+ content and the ways you can take advantage of this feature to increase conversions. 

What is Amazon A+ Content?

Have you ever scrolled through an Amazon product listing with lots of creative visuals and not just text? Well, that's an example of an Amazon A+ content page.


This feature allows sellers to provide richer content and more descriptive product information to attract customers and increase conversions. It allows you to tell your brand story in the most unique way using high-quality images and videos. 


What it does is give you an edge over your competitors and provide your customers with sophisticated content that improves their shopping experience and pushes them to make a purchase. 


An Amazon A+ content will consist of the following:


  • Multiple product images in varying angles, close-ups and  lifestyle shots.
  • Concise yet informative introduction of the product
  • Clear and well-presented bullet points outlining the benefits of the product
  • Paragraphs with headers explaining product specifications, features and benefits. 
  • A section called “What's in the box?”. This outlines all the product components to give the buyer an idea of what they are buying. 
  • Other features like 360-degree product views, comparison charts and videos. 

Amazon Premium A+ content/A++ content 

Amazon Premium A+ content, also known as A++ content takes it a step further than the A+ content to provide a more sophisticated shopping experience. This feature is most commonly used by major brands. It provides additional tools and is also expensive. 


An A++ content page will include:


  • High-quality and attractive product images including 7 modules and HD images
  • High-quality integrated videos that are about 3 minutes long
  • Mobile-friendly pages that also integrate with Alexa system
  • FAQs that address customer objections and increase trust. 

Amazon A+ content vs A++ content

Both Amazon A+ content and A++ content have similar features, however, there are a few differences to note: 


  • The A+ content is free. The A++ content is a paid feature
  • The A+ content is available to all registered under the Brand Registry while the A++ content is invite-only.  
  • The A+ content provides 12 basic modules while the A++ content provides 12 basic modules plus 16 interactive modules
  • The A+ content allows 5 modules for each product max. A++ content allows 7 modules maximum

Why do you need Amazon A+ Content?

With over 12 million products being sold on Amazon, the competition is fiercer than ever. Leveraging features that give you an edge over competitors brings you closer to success on the platform. Here are a few reasons why you need to incorporate A+ content into your brand.


  • Attracts customers to your page: A+ content grabs the attention of potential customers. Customers are used to seeing text blocks and paragraphs. Infusing high-quality images, videos and other A+ content features turns the heads of potential customers to your brand or product. 
  • Increases conversion rate: Amazon states that product pages with A+ content tend to have about 10% more sales. This is because branding improves the customer shopping experience and ultimately leads to higher conversion. 
  • Increased trust: Putting out A+ content gives your brand some credibility. You can establish brand equity and create an impression that your brand is trustworthy. 
  • More room for products: You have the opportunity to incorporate other products you sell and expand your catalog. 
  • Better reviews and fewer returns: A+ content allows you to provide enough information about your product. This ensures that potential buyers are well-informed about your product before making a purchase. This means fewer returns and more positive reviews. 

How to create Amazon A+ content 

To get access to the Amazon A+ content feature, you need to register under the Amazon Brand Registry. Here's a step by step guide to creating Amazon A+ content: 


Step 1: Log in to your Amazon Seller account


Step 2: On your Amazon Seller Central account, click on the Advertising tab and select A+ content manager from the drop-down menu. 


Step 3: Next, click on start creating A+ content. You will see two service options - Self-service modules and Amazon builds for you


Step 4: if you choose the Self-service modules, you will be asked to enter the ASIN number of the product you want to create A+ content for. You will then need to choose a build layout. Amazon offers 12 types of modules you can choose from. Once selected, click to continue. 


On the other hand, if you choose Amazon builds for you, you will be redirected to a page that simply requires you to upload your images and texts while Amazon does the rest for you. 


Step 5: Fill in your project name. Ensure it is descriptive and easy to understand. 


Step 6: Design your layout and upload your content. 


Step 7: Preview to ensure everything looks good, then click Finish


Once done, Amazon will review your page and make it live within 7 business days


Here are a few things to consider as you create A+ content for your business: 


  • There are a limited number of modules so ensure you're showcasing top-selling products
  • A+ context is not indexed on Amazon, so your page ranking is not affected by A+ content. Ensure your product page is well optimized. 
  • Avoid blurry images or images containing watermarks or unreadable texts. 
  • Avoid punctuation errors, grammatical errors, abusing font features, or repeated information.
  • Avoid images that attempt to mimic Amazon's logo, details, and page headings. 
  • Avoid time-sensitive product information
  • Avoid using trademarks, copyright, or registered symbols 


6 Amazon A+ content best practices

Here are a few Amazon A+ content best practices to help you stay ahead of the curve:

  1. Combine both texts and images 
  2. Pay attention to image size and quality 
  3. Highlight your Unique Selling Point (USP)
  4. Keep content concise 
  5. Showcase your brand identity
  6. Avoid errors and proofread before submitting 

Combine both texts and images 

A+ content should be attractive. So use more visuals and fewer texts. The texts should highlight the product features and benefits. It should also communicate the message in simple terms to potential customers. This will be helpful to customers who skim through looking for specific information. Also, maintain a good balance between product photos and lifestyle photos.

 

Banners are also a great way to divide your product page. Use HD images to introduce a new segment on your page. This will attract buyers to read and get more information about your product or brand. 

Pay attention to image size and quality 

To get approved by Amazon, your product images must have the right size and quality. The appropriate size and quality depend on the type of module you choose. Before uploading images, ensure you go through the requirements properly. 

Highlight your Unique Selling Point (USP)

You can highlight your Unique Selling Point(USP) using A+ content. Your USP are the features, functions, and benefits that make your product stand out from that of your competitors. For example, if your product uses superior materials or is of better quality, you want to make sure you communicate that using both images and text. 

Keep content concise 

Your potential customers may not have the patience to go through multiple texts and long paragraphs. Keep in mind that the goal of your content is to give your customers enough information to influence a buying decision. Stick to concise content that effectively communicates the features and benefits of your product. Your content should tell the buyer exactly what the product is all about and how it can be of value to them. 


Showcase your brand identity 

Use A+ content to showcase your brand. This would establish buyer trust and increase brand awareness. Use your brand’s logo, typography, colors, and photography to reinforce your brand on Amazon.


Also, consider adding information about your product or brand. Include your company history, mission, awards, and accreditation. This will make buyers feel like they are shopping from a reliable source. 

Avoid errors and proofread before submitting 

You want to look out for any grammatical errors, punctuation errors, and the use of some symbols and special characters. For example, using the copyright or registered trademark symbol is forbidden on Amazon. You want to make sure you proofread your content and get it in perfect shape before submitting. Once submitted, you will need to get approval from Amazon. This usually takes within 7 days before your page gets published. 

Final thoughts 

A+ content is a powerful feature that can turn a skeptical online shopper into a customer. With high-quality images, videos, HD banners, and other A+ content features, you can position your brand or product to attract the right customers. You can also check the performance of your content by comparing the conversion rate before and after using A+ content. 


Your Amazon seller account also has a feature that helps you manage experiments. You can set up content experiments and compare them to see which one performs better.


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