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Mastering Amazon A+ Content: An Ultimate Guide for Brand Owners

Mastering Amazon A+ Content: An Ultimate Guide for Brand Owners

Amazon A+ Content provides brand owners with powerful tools to showcase their products and tell their brand stories. In this in-depth guide, we’ll cover everything you need to know about setting up compelling A+ Content for your brand on Amazon.

What is Amazon A+ Content?

A+ Content allows brand owners registered in Amazon’s Brand Registry programme to enhance their product listings with rich media and custom narrative content. Through A+ Content, brands can:

  • Tell their brand story through images and text
  • Highlight key product features and benefits
  • Improve product differentiation from competitors
  • Provide additional value to customers through educational content

A+ Content consists of modular templates that brands can populate with images, headers, bullet points, and longer-form text sections. Brands have the flexibility to customise their A+ content approach based on their marketing goals and brand voice.

Some key sections within A+ Content include:

  • Feature Bullet Points: Succinct callouts of top product attributes
  • Product Descriptions: Detailed explanations of features and specifications
  • Image Galleries: sets of photosshowcasing the product from different angles
  • Brand Story: A High-level narrative about the brand’s mission and history

By utilising the various A+ Content modules, brands have significant control over how their products are presented on Amazon. Let’s dive deeper into how to make the most of this tool.

Setting Up A+ Content

Setting up initial A+ Content for your brand’s products on Amazon is straightforward. Here are the basic steps:

  1. Log into Seller Central and navigate to the Advertising tab
  2. Click on “A+ Content Manager.”
  3. Search for the ASIN you want to create content for
  4. Select the type of content module you want to add (e.g. product description)
  5. Give the content a name and select the language
  6. Populate the module with images, text, titles, etc.
  7. Save and submit your content for review
  8. Repeat for additional products as needed

Some tips for setting up effective initial content:

  • Focus on top 2-3 key product differentiators or value props
  • Use compellinghero images at the top of modules
  • Keep text concise andscannable in bullet points
  • Reference additional resources, like support websites
  • Adhere to Amazon’s A+ Content Guidelines

With an initial draft submitted, you can continue optimising over time based on customer feedback and business priorities.

Tips for Mastering A+ Content

While getting started is straightforward, there are several best practices brands should follow to truly master A+ Content:

Keep Content Fresh

Customers expect information resources to remain current. Audit content quarterly and refresh as needed to highlight new features, specifications changes or brand announcements. Outdated content can negatively impact trust.

Optimise for Mobile

Most Amazon viewing is on mobile devices. Test how modules render on phones and tablets. Consider restructuring content or swapping modules depending on screen size best practices.

Leverage Customer Reviews

Review comments may surface common questions or areas for clarification. Refine A+ Content sections to directly address these insights, further building trust.

Test New Modules Regularly

As Amazon expands A+ Content capabilities over time, try incorporating lesser-utilized modules like comparison tables or call-to-action links. Creative testing helps optimise content performance.

Coordinate with Other Channels

Complement A+ Content marketing by linking to relevant sections of the brand website or social profiles showcasing new product launches for example. Creating a unified branded experience across channels boosts awareness and engagement.

Analyse Content Performance

Leverage Amazon’s free A+ Content Reports (example) to identify top- and bottom-performing sections. refine weak areas based on analytics while doubling down successful approaches. Data-driven content ensures resources focus on maximising impact.

Simplify with Reusable Templates

Once optimised, content templates make it easy to roll out standardised modules across product ranges. Brands can focus creative efforts where most needed while still presenting cohesive experiences at scale.

Setting Up Translated Content

Growing internationally requires localised A+ Content. Amazon provides translation tools to help expand globally:

  • Leverage auto-translation within A+ Manager for basic module population
  • Manually refine auto-translations for tone, terminology accuracy
  • Work with translation vendors as needed at launch or for complex technical content
  • Consider cultural nuances that may require reworking certain modules or imagery
  • Monitor unique translation performance to refine focus over time

Localising A+ Content brings products and brands to life for global audiences in their preferred languages. Consistent translation quality builds worldwide trust and affinity over the long run.

Top Considerations for A+ Content

As you grow and optimise your Amazon A+ Content strategy, here are some important considerations:

Accessibility

Ensure all imagery has alternative text descriptions and modules are designed for assistive reading devices like screen readers. Accessibility expands your eligible audience.

Seasonality

Highlight unique product attributes or life stages based on time of year. Customers better understand value throughout changing seasons.

Customer Support

Provide ways to contact support teams directly from listings for quick resolution of post-purchase questions. Reduces friction from the start.

Regulatory Compliance

Triple check claims and specifications align with legal/industry standards for your product categories and target regions to avoid issues down the line.

Measure Conversions

Track on-site behaviours and sales lift after A+ refreshes to quantify return on your team’s content marketing investments over time.

Partnership Opportunities

Consider featuring complementary third-party accessories or products from trusted partners to broaden your ecosystem. Win-win relationships build.

Observing these best practices will help you generate ongoing value from your Amazon A+ Content for both customers and business goals.

FAQs About A+ Content

Q: How often should content be refreshed?

A: Most brands recommend reviewing full modules quarterly and refreshing key elements (images, specs) seasonally at minimum. More frequently as needed based on new launches, reviews, or changing customer insights.

Q: What is the review process for new/updated content?

A: Amazon conducts technical/operational reviews, which typically take 1-2 business days for approval. More complex medical and technical content may take longer. Content goes live on listings within 24 hours of approval.

Q: How can I track A+ Content performance?

Amazon’s free A+ Content Reports dashboard shows metrics like impressions, click-throughs to detail pages, time on product pages, etc. Third party tools can also measure on-page behaviours and correlate to sales.

Q: Can I link out from my A+ modules?

A: Yes, within reason. Brand store links are fine. Avoid excessive external linking, like dozens of links throughout. 2-3 strategic links per module generally stays within Amazon guidelines.

Q: How long should A+ text sections typically be?

A: Concise, scannable content performs best. Bullet points are usually 1-3 sentences. Feature sections are 50–150 words. Brand story: 250–500 words, depending on module/screen size. Quality over quantity is the approach.

Q: Can customers provide feedback directly on A+ Content?

A: Not directly, but customer reviews are a great indirect source of feedback. Monitor reviews for recurring questions, complaints or praise around certain elements to refine weaker sections over time.

Q: What are some content formatting best practices?

A: Use headers, bold, italics and spaced paragraphs judiciously to break up text. High-res images throughout with alt text. Consistent voice, tone and branded style. Well-structured lists and tables for digestible information architecture.

Key Takeaways

To wrap up, here are the most important tips to remember when mastering Amazon A+ Content:

  • Tell compelling brand and product stories through custom imagery and text
  • Optimise content for both desktop and mobile shopping experiences
  • Leverage customer and sales data to refine the sections with the highest impact.
  • Maintain regularly scheduled content audits and refresh cycles
  • Coordinate A+ strategy with other online and offline marketing channels
  • Continually test new Amazon-provided content capabilities
  • Prioritise accessibility, compliance and customer support approaches
  • Localise content for global audiences in their preferred languages
  • Measure and improve content’s impact on bottom-line key metrics over time

Effective use of A+ Content cements brands as valued resources and partners for Amazon customers worldwide. Keeping these best practices top of mind will maximise the tool’s ability to engage buyers and complement your overall Amazon growth strategy.

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