Maximising Product Pages on Amazon: A+ Content vs Enhanced Brand Pages

When selling on Amazon, having optimised product detail pages is crucial for driving sales and ranking well in search results. There are two main options e-commerce brands have for customising these pages: A+ Content and Enhanced Brand Content (EBC). In this comprehensive guide, we’ll explore the key differences between these two approaches and provide tips for determining which is best for your business goals.

What is A+ Content?

A+ Content, also referred to as A+ Attributes, allows sellers to enhance their product listings with additional text, images, and videos directly on the Amazon product detail page [1]. With A+ Content, sellers can:

• Add a short description below the standard product title, price, and “Add to Cart” button
• Include 4 additional images to help buyers learn more about the product
• Add bullet lists showcasing key features and specifications
• Insert videos, though video functionality can vary by country

The main advantage of A+ Content is that it allows sellers to directly improve the information presented on Amazon’s standard product detail template. This keeps everything on a single page for a seamless shopping experience. It’s also one of the more affordable options, as there are no monthly fees associated with utilising A+ attributes.

However, there are some limitations. Namely, sellers have less control over design aspects like formatting, colours, and layout compared to building out a custom product page. The information must also fit within the structured blocks and fields defined by Amazon.

What are Enhanced Brand Pages?

Enhanced Brand Pages, also known as Enhanced Brand Content (EBC), give sellers more flexibility and design control [2]. Through EBC, brands can:

• Construct entirely custom HTML/CSS product detail pages
• Add multiple sections, headings, images, and tailored content
• Fully brand the design with colours, logos, and custom formatting
• Drive buyers to an extensive catalogue of related products
• Include interactive content like rich media, reviews, and comparisons

Unlike A+ Content, which augments existing listings, EBC pages essentially replace Amazon’s standard template. Brands own and maintain the content, design, and code behind these custom detail pages.

The tradeoff is that Enhanced Brand Pages have an associated monthly subscription fee that scales based on the number of products in your catalogue. They also require more technical knowledge to set up and manage compared to basic A+ attributes.

When Should You Use A+ Content vs Enhanced Brand Pages?

The right choice depends on several factors:

Budget: A+ Content has no monthly cost, making it ideal for new sellers or those on a tight budget. EBC is best if you can invest in customisation.

Product Catalogue Size: EBC monthly fees are more worthwhile for large catalogues with hundreds/thousands of SKUs to brand consistently.

Design Control: EBC gives full control for those who want to deeply brand page layout and styling. A+ users have less flexibility within Amazon’s constraints.

Technical Ability: EBC demands HTML and CSS skills to build and maintain pages. A+ needs less technical experience.

Goals: EBC excels for educational content, rich storytelling, and branding whole catalogues. A+ fits simpler needs around specs and descriptions.

Time Horizon: EBC pages can take weeks to design, develop, and optimise. A+ is faster for setting up basic attributes.

In most cases, starting with A+ Content makes the most sense initially. This allows focusing efforts on sales and reviews before thinking about more sophisticated custom pages. Over time, as products, traffic, and budget grow, EBC may prove worthwhile.

How to Create Effective A+ Content

If opting for A+ attributes, focus content on addressing common questions people have when shopping. Avoid simply copying the item description. Instead:

• Highlight top 2-3 benefits buyers care most about in bullet points
• Include a bullet list showcasing 5-7 key specs/features
• Add photos that help illustrate how the product is used or its important details
• Consider a short video for demonstration if it’s helpful (check restrictions)
• Keep language conversational yet informative for skimmers
• Use formatting like bold and italics sparingly to draw the eye
• Include relevant links to your website for extended information
• Keep content brief and scannable versus long-form paragraphs

Testing different content approaches is also prudent. Monitor which variants see the best engagement and conversion rates. Over time, refine the content to focus on what moves the needle for that specific product.

How to Design Effective Enhanced Brand Pages

When designing custom EBC pages, focus on the full buyer journey:

Header & Navigation: Include your branding clearly with a logo and company name. Add filters/categories.

Hero Section: Feature a hero image that captures attention. Include compelling headings and benefits.

Custom Sections: Consider things like Features, Specs, and Overview in separate labelled sections.

Rich Media: leverage videos, images, and graphics where they enhance comprehension vs. text alone.

Social Proof: Showcase reviews prominently for social credibility and trust signals.

Related Products: Cross-sell other items buyers might like with titles and photos.

CTA & Reviews: Promote the “Add to Cart” button prominently. Prioritise conversion above all else.

Light & Clean Design: Avoid clutter, white space, and san-serif fonts for readability. Mobile-first approach.

Consistent Branding: Maintain colours, logos, tone, and formatting across all your EBC catalogue pages.

Callouts & Quotes: Pull out compelling snippets for emphasis with formatting like bold.

FAQ: Pre-answer buyer questions to build confidence and handle common inquiries.

With EBC, the sky is the limit in terms of customisation. But focus content on the path of least resistance to a sale. Continually test and optimise based on analytics.

Key Takeaways

In summary, both A+ Content and Enhanced Brand Pages can help maximise Amazon product listings. The best approach depends on your business goals, budget, technical skills, and preferred level of creative control. Some key points:

• A+ is best for getting started quickly at no cost beyond simple attributes
• EBC provides full design flexibility but demands monthly subscription fees
• Consider A+ initially and upgrading to EBC as products, budget, and traffic scale up
• With either option, focus content on addressing buyer questions and concerns
• Continually test and optimise based on engagement and conversion metrics

Making the most of these Amazon listing tools can drive more placement in search results and boost sales over the long run as you build out an effective content strategy. Start simple and scale up efforts over time as things progress.

FAQs

Q: Can I use both A+ Content and Enhanced Brand Pages?

A: Yes, you can leverage A+ attributes on your standard product listings while also building out custom EBC pages for priority products. This allows you to cover more of your catalogue cost-effectively.

Q: How often should my product listing content be updated?

A: Most experts recommend reviewing and freshening up your A+ attributes and EBC pages at least once per quarter. More frequently if you’re regularly releasing new products or versions. Engagement rates will typically drop off over time; otherwise,.

Q: How do I measure the impact of my listing optimisations?

A: Amazon provides useful metrics in Seller Central like sales, clicks, and impressions that can provide before and after comparisons. Tools like Alexa also shed light on pageviews and time on site. Regular A/B testing is very helpful to fine-tune approaches.

Q: Is it better to have all text or a mix of text and rich media?

A: In general, a balanced mix of text, images, videos, etc. tends to engage shoppers more than walls of words alone. Text should not exceed 2–3 paragraphs and be optimised for scan-reading. Lean heavily on visuals and interactive elements to convey the most information when possible.

Q: Can I direct customers from my Amazon listings to an external website?

A: Yes, Amazon’s terms do allow including appropriate outbound links in your A+ attributes and EBC pages to direct customers to your website or other online channels. Just be sure the primary focus remains on providing value to the shopper within Amazon’s ecosystem, first and foremost.

I hope this comprehensive guide has provided valuable insights into leveraging A+ content vs. enhanced brand pages on Amazon. Let me know if you have any other questions!