Amazon A+ content expands the product description features available to online sellers enabling them to make their listings more informative and visually appealing. In this article, we’ll take you through Amazon A+ content’s key features and show you how to use them to improve your store’s performance on international markets.
Last Updated on August 19, 2024 by Zeljko Drazovic
Roughly 2 million third-party sellers worldwide actively use Amazon, generating over $ 30 billion of revenue in Q2 of 2024 alone.
Although encouraging, these stats reveal how difficult it can be for brand registered sellers to reach their target audience on the world’s largest online marketplace.
Amazon’s A+ content tool makes this task a little less daunting by allowing you to create informative and engaging product descriptions that increase sales .
We’ll walk you through the ins and outs of this powerful tool and show you how it can help boost brand awareness and the sales of your products. So, let’s dive in.
Amazon A+ content is a listing optimization tool retailers can access from the Amazon Seller Central hub.
The tool isn’t particularly new. It was first introduced in 2008 as the Enhanced Brand Content feature.
Amazon rebranded it as Amazon A+ content in 2016 and made it available for free to all the platform’s Brand Registered third-party sellers and vendors.
The tool grants users access to various modules that they can use to create enhanced product descriptions, list technical specifications or tell their brand’s story.
By default, the maximum length of a product description is 2000 characters, which makes it challenging to create a detailed description that contains all the information about the product a potential buyer might need.
Moreover, you cannot upload videos and product images to this section.
Amazon A+ content tool solves this issue by offering 14 modules, or 19 modules with Premium A+, that allow you to add comparison charts, images, logos, and other types of content to product descriptions, increasing your brand’s visibility and improving conversion rates.
Moreover, sellers can use this tool to share their brand story with their online audience.
Having Amazon’s professional selling plan and entering the Amazon Brand Registry isn’t the only way online retailers can gain access to Amazon A+ content.
Brands taking part in Amazon’s Launchpad and Amazon Exclusives managed selling programs can also use this tool.
Amazon currently offers two versions of the A+ content, basic and premium, as well as the Brand Story option. Let’s examine the features offered by these versions.
The tool’s standard version features 14 modules and a rich text editor. Sellers can use it to create the following content:
All content you create with this tool will be displayed in the Product Description section of the detail page.
Still, it’s important to remember that adding more than five modules to a single listing with this version of A+ content isn’t possible.
Moreover, sellers cannot upload pictures larger than 970×370 pixels or add videos to their product descriptions.
Also known as A++ content, A+ content’s premium version offers several options that aren’t available with the tool’s standard version.
Its users have access to a broader range of modules and can add up to seven modules to a detail page. Here’s an overview of its features:
Switching to Premium A+ content will enable you to upload larger images, up to 1464×600, to product descriptions. It also gives you more control over the chart appearance options.
It’s worth adding that the A/B testing feature is available with both versions of the tool, but basic A+ content users can only run A/B tests on high-traffic ASINs.
This option is available with basic and premium versions of the A+ content tool.
The Brand Story allows sellers to showcase their product lines and share their values or history with all visitors to their Amazon Brand Store .
The Brand Story module contains 19 pre-designed cards and offers the features listed below:
Most importantly, brands can publish their brand story content to all ASINs in their product catalogs using the bulk upload option. All brand story content is displayed on the detail page in the From the Brand section.
Brand owners must first meet specific criteria before they can start customizing a product detail page with the A+ content tool.
As noted above, online retailers must purchase Amazon’s professional selling plan and use their Seller or Vendor account credentials to sign into the Amazon Brand Registry.
Brands must provide the following information to join the Amazon Brand Registry :
Please note that the Amazon Brand Registry doesn’t accept trademarks issued by all countries. You can learn more about the eligibility requirements here .
Once Amazon verifies the validity of a brand’s trademark number, the brand can start using A+ content.
Brands qualify for Premium A+ content if they meet the following criteria:
Amazon reassesses the brand’s eligibility for the Premium A+ content access monthly.
Ensuring that all your content complies with Amazon A+ content guidelines will minimize the time you’ll have to spend waiting for your content to be approved.
That’s why it’s advisable to get familiar with the content guidelines before attempting to publish A+ content.
Let’s look at some of the best practices brands should follow when creating A+ content:
Amazon has a strict image size policy, so sellers must ensure that all pictures they want to upload to their product descriptions are properly formatted. The platform’s image size requirements are:
Premium A+ content users must also pay attention to video content guidelines, as uploading videos larger than 2GB or in 4K resolution isn’t an option.
The limitations of Amazon’s default product description section make it difficult for brands to highlight a product’s strengths or compare it with similar products in their catalogs.
Aside from making product descriptions more informative and visually engaging, Amazon A+ content helps brands establish a strong presence in different markets and makes it easier for shoppers to make informed purchasing decisions.
These are far from the only advantages of using A+ content, so let’s see how brands can benefit from this tool.
Amazon’s data indicates that Premium A+ content can improve a brand’s conversion rate by up to 20% .
Product listings containing high-quality images and comprehensive product descriptions attract a wider audience and consequently have higher conversion rates than those with only a brief description of the product’s main features.
Not all shoppers are the same. Some search for every product detail before deciding to buy it, while others only skim through product descriptions.
A+ content helps brands cater to the needs of both types of shoppers by enabling them to create informative product descriptions that are easy to scan for basic information.
A study conducted by Adobe indicates that 7 out of 10 buy products from brands they trust.
Using A+ content to create a pleasant, interactive, and informative product detail page for your customers establishes trust and increases the chances of repeated purchases.
Providing shoppers with extensive information about a product enables them to make better purchasing decisions.
As a result, they’re unlikely to leave a negative review of the product or the brand.
All products have their unique selling points. However, these points aren’t always clear to potential buyers while they’re scrolling through a product detail page.
A+ content offers various ways to highlight an item’s best features.
Online retailers can use comparison charts, images, text, video, and brand modules to show buyers what sets their products apart from those other brands offer.
Click on the image above to learn more about the most effective advertising strategies on Amazon
Creating enhanced product descriptions with Amazon A+ content isn’t overly technical.
You can complete an enhanced product description containing a comparison chart module or highlight product benefits in just a few steps, but going through the entire process in a single session isn’t mandatory.
You can always save content as a draft and continue working on it later. Let’s go through the steps you’ll need to take to publish A+ content.
Log in to the seller central account. Expand the sidebar, scroll to the Advertising menu, and select A+ content manager.
In the upper right corner of the A+ Content Manager window, you’ll see the Start Creating A+ Content button. Click on it to choose the type of content you’d like to create.
The A+ content selection window offers two options. You can opt to create a basic enhanced product description or a Brand Story. Click the Create Basic button to open the content details page.
Insert the content name and select the language in the upper left corner of the content details page. After your content is approved and published, you can optionally create language variations for all the content you’re offering in a particular market.
Click the Add Module button to select modules for your content. The tool’s basic version allows you to add a maximum of five modules you can use to design enhanced comparison charts, list product features, and much more.
You can choose from 14 modules, including Standard Image & Dark Text Overlay, Standard Comparison Chart, or Standard Four Images & Text modules.
Upload the text and images to the five modules you’ve selected. Make sure that all pictures meet Amazon’s image size requirements and follow the best text and image optimization practices.
After uploading and optimizing your content, click the Apply ASINs button in the top right corner of the Content details window.
You can link your A+ content to an ASIN by typing the alpha-numeric code into the Add ASINs search bar or uploading a CVS or Excel spreadsheet containing all ASINs you want to apply to specific content.
Hit the Review & Submit button to complete the A+ content creation process.
Getting your A+ content approved can take up to seven business days and potentially longer if the content isn’t accepted initially.
During this time, you can check the content’s status at the seller central dashboard.
International sellers can benefit from the A+ Cross-Country Copy-As-Draft option.
It automatically detects all markets where a brand offers its products and adds draft versions of the A+ content to the brand’s account for each country. This feature makes it easy to locate the content from the Amazon seller central account before publishing it.
Mastering A+ content can do wonders for your brand’s conversion rates, customer loyalty, and satisfaction.
The best part is that you don’t have to be a seasoned content creator to design attention-grabbing A+ content that showcases product features for your Amazon listings.
The tool’s basic version gives you access to 14 easily customizable modules, which you can combine to create enhanced product descriptions that tell your brand’s story, pinpoint the product’s unique selling points, and show potential buyers the product’s main features.
Established international sellers who qualify for Amazon Prime A+ content can utilize the power of video to promote their products and attract new customers.
Regardless of which version of the tool you decide to use, A+ content will be the key to establishing your brand presence in different markets.
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