{"id":115749,"date":"2023-04-28T19:10:42","date_gmt":"2023-04-28T19:10:42","guid":{"rendered":"https:\/\/www-dev.channeladvisor.com\/blog\/uncategorized-au-2\/amazon-a-content-best-practices\/"},"modified":"2024-11-08T04:20:12","modified_gmt":"2024-11-08T09:20:12","slug":"amazon-a-content-best-practices","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/au\/blog\/amazon-a-content-best-practices\/","title":{"rendered":"Amazon A+ Content Best Practices"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Marketers have long known what influencers and sellers are just now discovering: Content is king. Consumers can\u2019t get enough stories, research, pictures, videos, audio and reviews. It entertains them, informs them and (most importantly for brands and retailers) helps them make decisions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon knows consumers prefer a broad menu of engaging content too. That\u2019s why they created <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=55B8oHpVgo4\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon A+ Content<\/span><\/a><span style=\"font-weight: 400;\">, a way for vendors and sellers to enhance their content and swiftly capture the Buy Box.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Does your Amazon content make the grade? Perhaps it\u2019s time to increase your search ranking, conversion rates and customer trust with Amazon A+ Content.\u00a0<\/span><\/p>\n<h2>What Is Amazon A+ Content?<\/h2>\n<p><span style=\"font-weight: 400;\">Amazon A+ Content is a promotional feature that helps <\/span><a href=\"https:\/\/www.rithum.com\/au\/amazon-seller-central\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">vendors and sellers<\/span><\/a><span style=\"font-weight: 400;\"> optimise their product listings with rich text, video and images. Introduced in 2016 as Amazon Enhanced Brand Content (EBC), A+ Content gives shoppers a clearer sense of who the seller is while giving brands a way to distinguish their listings from competitors with eye-catching images, comparison charts, HD videos and more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A+ Content appears below the fold on a selected product detail page. For vendors, it appears on the listing page under the title \u201cFrom the Manufacturer,\u201d whereas for sellers, it appears under \u201cProduct Description.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon offers two types of A+ Content:<\/span><\/p>\n<h2>Basic A+ Content<\/h2>\n<p><span style=\"font-weight: 400;\">Basic A+ Content is free to all vendors and sellers. However, to be eligible for A+ Content, you must be registered as a professional seller and be the brand owner of the Amazon standard identification number (ASIN) you want to promote A+ Content on.\u00a0<\/span><\/p>\n<h2>Premium A+ Content (or A++ Content)<\/h2>\n<p><span style=\"font-weight: 400;\">Premium A+ Content, also known as A++ Content, is an invite-only feature that gives brands access to 16 additional content modules, such as interactive images, slider galleries and video loops for an additional fee. This may include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High-quality videos (720p) up to three minutes in length<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">HD product images and visuals available in seven different modules<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enriched FAQs\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interactive experiences, including hotspot and carousel, which improve customer navigation with hoverable explanations and scrollability\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobile- and voice-friendly product pages that integrate with Amazon Alexa<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While A++ Content can be a great option for large brands and feature-heavy products, A+ Content works well for the majority of ASINs.<\/span><\/p>\n<h2>Why Use Amazon A+ Content?<\/h2>\n<p><span style=\"font-weight: 400;\">On Amazon, better content means better results. A+ Content helps:<\/span><\/p>\n<ul>\n<li><b>Improve ad effectiveness.<\/b><span style=\"font-weight: 400;\"> As a conversion tool, A+ Content enhances the impact of discovery tools like deals, ads and coupons, resulting in a two-pronged approach that boosts sales.\u00a0<\/span><\/li>\n<li><b>Increase conversion. <\/b><span style=\"font-weight: 400;\">Enhanced content leads to greater credibility and trust from consumers, resulting in higher conversion rates and better customer experiences.\u00a0<\/span><\/li>\n<li><b>Reduce returns and poor reviews. <\/b><span style=\"font-weight: 400;\">When customers know more about the product up front, they have the information to make more accurate buying decisions. This leads to more satisfactory experiences, improving reviews and reducing the need to return later on.\u00a0<\/span><\/li>\n<li><b>Encourage repeat purchases. <\/b><span style=\"font-weight: 400;\">Developing recognition among customers over time requires consistent brand experiences. Incorporating rich brand elements helps tie all your online channels together to build customer loyalty, leading to repeat purchases and higher customer lifetime value.\u00a0<\/span><\/li>\n<li><b>Go head-to-head with competition. <\/b><span style=\"font-weight: 400;\">Search pages and ads don\u2019t always afford the opportunity to refute competitor claims or demonstrate top-tier benefits. A+ Content allows you to showcase comparisons in a table to directly address key product features and characteristics that multiple competitors may not have.\u00a0<\/span><\/li>\n<\/ul>\n<h2>What Are Best Practices for Amazon A+ Content?<br \/>\n<b><\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A few key actions can help ensure your A+ Content captures consumers\u2019 attention:<\/span><\/p>\n<h3><strong>Make content skimmable.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Use compelling subheads to address important product features and short paragraphs that make it easy for shoppers to understand at a glance what they\u2019ll gain from buying.<\/span><\/p>\n<h3><strong>Combine text and images.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">When describing a key feature or selling point, provide proof with an accompanying relevant image. It\u2019s much easier for consumers to make buying decisions when they can see the value and quality of your products for themselves.<\/span><\/p>\n<h3><strong>Highlight top-rated features.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Do your customers regularly rave about a particular feature? Is there something specific that leads them to repeat purchases? Regularly review your ratings and customer feedback to glean the most-appreciated product features and promote them to new prospective buyers. Just remember, quoting third parties is not allowed.<\/span><\/p>\n<h3><strong>Keep content product-focused.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Amazon A+ Content is not the place to make subjective claims that your product is \u201cthe best\u201d or \u201cmost popular.\u201d Hone in on the top characteristics of your products and what attributes differentiate them from your competitors\u2019 products.\u00a0<\/span><\/p>\n<h3><strong>Tell your brand story with visuals.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Turn newcomers into brand advocates with visuals that showcase your company\u2019s history, commitment, values and quality. It\u2019s easy to include this information as text in regular product descriptions, but research shows shoppers are more compelled by visual examples. In fact, <\/span><a href=\"https:\/\/blog.nfinite.app\/report-state-of-shopper-in-2022\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">88%<\/span><\/a><span style=\"font-weight: 400;\"> of people now say high-quality product imagery is important.\u00a0<\/span><\/p>\n<h3><strong>Provide seasonal tips and suggestions for extended use.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Use your Amazon A+ Content as a mini-inspiration board, showcasing new ways to use the product(s) outside its traditional purpose. This gives shoppers more reasons to buy, increasing conversions and trust in your brand to provide credible tips and ideas.\u00a0<\/span><\/p>\n<h2>How Can You Get Started With Amazon A+ Content?<\/h2>\n<p><a href=\"https:\/\/www.rithum.com\/resources\/library-webinars\/infographic-navigating-online-consumer-behavior-2022-e-commerce-trends-and-forecasts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">More than half<\/span><\/a><span style=\"font-weight: 400;\"> of all online shoppers in the US now start their product searches on Amazon. That means optimizing product detail pages should be a key focus for every vendor. A+ Content is an easy and free way to provide a better buyer experience, increase customer engagement and ultimately increase your sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not sure where to start?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rithum\u2019s <\/span><a href=\"https:\/\/www.rithum.com\/au\/managed-services\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Managed Services for Marketplaces<\/span><\/a><span style=\"font-weight: 400;\"> team provides personalized guidance as you create and curate A+ Content for your listings. Our dedicated in-house experts act as an extension of your team, strategizing, optimizing, analyzing and resolving errors to make your listings pop. Plus, our expertise comes from 20+ years of experience and partnership with Amazon and other marketplaces.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Download our full guide to <\/span><a href=\"https:\/\/www.rithum.com\/resources\/the-comprehensive-guide-to-amazon\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Getting Started With Amazon A+ Content<\/span><\/a><span style=\"font-weight: 400;\"> for more tips and visuals for enhancing your listings. Or, check out our <\/span><a href=\"https:\/\/www.rithum.com\/au\/resources\/library-webinars\/the-comprehensive-guide-to-amazon\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Comprehensive Guide to Amazon<\/span><\/a><span style=\"font-weight: 400;\"> for a step-by-step intro to the marketplace giant.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketers have long known what influencers and sellers are just now discovering: Content is king. Consumers can\u2019t get enough stories, research, pictures, videos, audio and reviews. It entertains them, informs them and (most importantly for brands and retailers) helps them make decisions.\u00a0 Amazon knows consumers prefer a broad menu of engaging content too. That\u2019s why [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":115197,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[13124,13313],"asset-type":[13744],"audience":[13407,13410],"bio":[14335],"topic":[5153],"class_list":["post-115749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-amazon-a-au","tag-amazon-a-content-au","asset-type-blog-au","audience-brands-suppliers-au","audience-retailers-au","bio-rithum-team-au","topic-marketplaces-au"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon A+ Content Best Practices - Rithum<\/title>\n<meta name=\"description\" content=\"It\u2019s vital to have a technical strategy to drive conversions from your Amazon A+ Content. 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