
A Comprehensive Guide to Developing High-Quality A+ Content for Your Amazon Brand
Amazon’s A+ Content (previously known as Enhanced Brand Content, or EBC) allows brands to stand out on product listings with additional images, text, videos, and more. When done right, A+ content can significantly boost conversions and sales. In this in-depth guide, we’ll cover everything you need to know to create effective A+ content for your Amazon brand.
What is A+ content?
A+ Content gives brands the opportunity to provide richer product descriptions using a selection of customizable modules. With A+ content, you can:
- Highlight key product features and benefits in more detail than a standard product description allows
- Showcase additional product images and videos to better demonstrate functionality
- Include comparison charts and tables to contrast your product with competitors
- Address common questions from customers in a prominent spot on the product page
Rather than a simple wall of text, A+ Content allows you to creatively present information in a visually engaging format. When a customer lands on your product page, high-quality A+ Content helps educate them and build confidence in your brand.
Choosing the Right Modules
Amazon provides a variety of module types you can include in your A+ Content template, including:
- Text modules to write descriptions, specifications, etc.
- Image modules for additional product shots
- Video modules to showcase your product in action
- Chart modules like comparison tables
The key is choosing modules strategically based on your product. Start by identifying 2-3 must-know attributes potential customers will want to see. Then select modules that best highlight those aspects visually. Keep in mind Amazon only allows up to 6 modules total.
Developing Compelling Content
With the right modules selected, it’s time to start writing. Here are some tips for crafting persuasive A+ Content:
- Focus on benefits, not features. Explain why attributes matter to the customer’s problem or need.
- Tell a story. Help customers envision themselves using your product through vivid descriptions.
- Provide social proof. Share real customer testimonials or third-party validation if possible.
- Address objections proactively. Anticipate concerns and answer questions reassuringly.
- Use compelling visuals. Make sure images and videos strongly support your text.
- Test different layouts. Moving elements around can boost certain points or flows.
The goal is to inform and convince customers that your product is the right solution for them with rich, compelling content.
Submitting and Promoting Your A+ Content
Once your A+ Content is complete, you’ll need to:
- Submit the content to Amazon for review and approval through Seller Central or Vendor Central. This can take 1–2 weeks.
- Promote the new content after launch. Update product listings, run promotional campaigns, and leverage social proofs from increased sales and reviews.
- Continually refine based on metrics and customer feedback. A/B tests new layouts, adds questions to your FAQ, etc. Treat A+ Content as an evolving asset.
With preparation and optimization, A+ Content gives your brand a powerful way to consistently capture high-intent customers on Amazon.
Key Takeaways
To summarize, here are the most important things to remember about A+ Content:
- It allows information-rich product pages beyond a standard description
- Carefully select the right module mix for your unique product
- Develop content focusing on key benefits through vivid storytelling
- Continuously test, refine, and promote your content over time
- With proper development and optimization, A+ Content boosts sales significantly
Used strategically, this powerful tool gives your brand a major competitive advantage on Amazon. Don’t miss out – start crafting your A+ Content pages today.
FAQ
Here are some commonly asked questions about A+ content:
Q: How long does it take to get A+ content approved?
A: Amazon’s review process usually takes 1-2 weeks once submitted. Make sure to follow their guidelines closely.
Q: Is there a word count limit for A+ content?
A: While there’s no explicit limit, Amazon recommends keeping the overall content concise to avoid overwhelming customers. Be selective in what you include.
Q: Can I change my A+ content layout after it’s published?
A: Yes, you can modify or improve your A+ Content template anytime in Seller Central without needing to re-submit for approval.
Q: How do I promote my new A+ content pages?
A: Leverage promoted product ads, update your brand store framework, and consider retargeting customers who visited the updated page with advertising.
Q: Does A+ content impact searches or product recommendations?
A: High-quality, optimized A+ content can help improve your product’s visibility in search results and recommendation algorithms over time.
Q: What if my A+ content isn’t converting customers?
A: Continually test variables like layout, targeting new versus existing customers, and refine compelling value propositions based on analytics and feedback. Optimizing is an ongoing process.
Q: How much does it cost to develop professional A+ Content?
A: Prices vary depending on needs, but most agencies charge $500-1500 for an initial full set of optimized A+ Content pages. Some also offer ongoing optimization services.