Create high-quality Amazon A+ content — Here's how it works
Do you want to present your products and brand on Amazon in a high-quality and professional way? With Amazon A+ content, you can upgrade your product listings and thus increase your sales. Learn here what Amazon A+ content is, the benefits of the feature, and how to create A+ content.
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What is Amazon A+ content?
Amazon A+ content allows sellers and vendors to present their products in a more appealing way. Normally, a product description on Amazon cannot exceed 2,000 characters. However, this is not enough for a detailed description of many products and the pure texts cannot be well structured. With Amazon A+ content, product descriptions can be extended and also provided with images, texts, tables or videos. This makes the product presentation much more appealing, customer-friendly and professional.
Amazon A+ content used to run under the names Amazon Enhanced Brand Content (Seller) and Amazon Enhanced Marketing Content (Vendors). However, the feature is now combined for sellers and vendors under the joint Amazon A+ Content label.
Who can create Amazon A+ content?
Sellers and vendors can use Amazon A+ content free of charge. The feature is generally accessible to vendors; sellers must first register as brand owners via the Amazon Brand Registry or participate in Amazon programs such as Amazon Exclusive or Launchpad. If a seller is still on the “Professional” selling plan, they can use Amazon A+ content.
Benefits of Amazon A+ content
Amazon A+ content is a feature that offers numerous benefits and is also free. These are good reasons for sellers and vendors to create Amazon A+ content:
Improved conversion rate and more revenue
The use of A+ content has a positive effect on Amazon's search algorithm and leads to more visitors to your products through better placement in search results. According to Amazon, the conversion rate is also increasing by three to ten percent, as Amazon A+ content enhances your product listing. Visitors to the article page can obtain comprehensive information, find the arguments for their purchase decision more quickly and gain a serious impression of the provider. Amazon A+ content also gives you the opportunity to set yourself apart from competitors through an individualized product page. Through this combination of increased traffic (page views) and a better conversion rate, the use of Amazon A+ content leads to higher sales.
Fewer returns, better reviews
Amazon A+ content reduces the return rate and improves reviews. According to Amazon, this is due to the fact that additional information, images and videos can be used to convey more content and customers can thus make their purchase decision more informed.
More successful PPC campaigns
PPC campaigns are also more successful when you use Amazon A+ content. Convincing product descriptions are more likely to result in a potential customer clicking “buy” at the end. This is how you improve the ROI (Return on Invest) and ACOS (Advertising Cost of Sale) of your ads.
Better ranking on Google and Amazon
In addition to the benefits of A+ content for your performance on Amazon, it also has a positive influence on the ranking of your product listings on Google. By using relevant keywords in the title, bullet points and in the product description, you can achieve a better Google ranking with your listings.
Keywords in Amazon A+ content have only limited influence on the Amazon ranking, as titles, bullet points and backend keywords are more likely to be used by the Amazon algorithm A9 to create the ranking. However, since Amazon A+ content has a positive effect on your click and conversion rate, which in turn has a direct influence on the Amazon ranking, it also has a positive effect on the placement of your products on Amazon.
For which products is it worthwhile to create Amazon A+ content
In purely financial terms, Amazon A+ content is worthwhile for all products, as the standard version of the feature is free of charge. However, creating optimized content and design takes time. It is therefore a good idea to hire specialized agencies such as Faru to create content for you.
Creating Amazon A+ content is particularly promising and rewarding for complex or new products that must be described in detail so that the customer can make a purchase decision. Amazon A+ content is also highly recommended if the product is facing strong competition or if you want to ideally convey your brand identity. Basically, you can also upgrade your bestselling products with Amazon A+ content to improve your ROI.
How you can create Amazon A+ content
Amazon A+ content can be created in Seller Central or Vendor Central. Vendors can find the “A+ Content Manager” under “Marketing,” sellers in the “Advertising” menu. There, click on the “Create content for A+” button and create your Amazon A+ content. It is also possible to duplicate and edit existing content.
Amazon A+ content can be created in Seller Central or Vendor Central. Vendors can find the “A+ Content Manager” under “Marketing,” sellers in the “Advertising” menu. There, click on the “Create content for A+” button and create your Amazon A+ content. It is also possible to duplicate and edit existing content.
You can now create texts, images and videos in the modules. With any type of content, it is important that it is of high quality. Pixelated images or texts full of spelling mistakes are a no-go. In addition, all content should also be easily visible in the mobile view.
Once you've created your A+ content, you still need to enter the ASINs (Amazon Standard Identification Number) for the products you want to assign the content to. To do so, click “Apply ASINs.” You then submit the A+ content to Amazon for approval, which usually takes two to seven working days.
Amazon A+ Content Guidelines
When creating Amazon A+ content, sellers and vendors must comply with the platform's guidelines so that the content is approved. Amazon manually checks the content and rejects it if, for example, low-resolution images, spelling or grammar errors occur in the offer. GIFs, HTML tags, customer testimonials, or comparisons with competing products are also not allowed. Links to other websites, company contact details or our own warranty and service information must also not appear in Amazon A+ content.
Once you've created your A+ content, you still need to enter the ASINs (Amazon Standard Identification Number) for the products you want to assign the content to. To do so, click “Apply ASINs.” You then submit the A+ content to Amazon for approval, which usually takes two to seven working days.
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At ritter, we have noticed that the use of the Amazon marketplace by our retailers has increased significantly in recent years. The Amazon platform offers our retailers the opportunity to significantly increase their reach. We support our retail partners by optimizing our content so that our retailers achieve a higher conversion rate and measurably higher traffic leads to more sales. In addition, it is our goal to strengthen the brand identity of our entrepreneur on Amazon through targeted branding. With Faru, we have found a partner who understands the Amazon business — with all its peculiarities. In daily collaboration, you can see that Stefan has been with Amazon from the start and that the entire team has internalized the DNA. I enjoy the trusting cooperation and our — almost blind — common understanding. In my opinion, the Faru team's biggest strength is adapting to the different requirements of your business partners.
ritterwerk GmbH
At ritter, we have noticed that the use of the Amazon marketplace by our retailers has increased significantly in recent years. The Amazon platform offers our retailers the opportunity to significantly increase their reach. We support our retail partners by optimizing our content so that our retailers achieve a higher conversion rate and measurably higher traffic leads to more sales. In addition, it is our goal to strengthen the brand identity of our entrepreneur on Amazon through targeted branding. With Faru, we have found a partner who understands the Amazon business — with all its peculiarities. In daily collaboration, you can see that Stefan has been with Amazon from the start and that the entire team has internalized the DNA. I enjoy the trusting cooperation and our — almost blind — common understanding. In my opinion, the Faru team's biggest strength is adapting to the different requirements of your business partners.
ritterwerk GmbH
The FARU approach impresses with an extremely structured and solution-oriented approach. The work is always tailored to the specific needs of the customer and shows a high degree of flexibility, which is particularly advantageous in complex projects. FARU's clear goal orientation and methodology ensure that projects are completed efficiently and on time. Communication is on a high professional level. It is always transparent, clear and effective. Particularly noteworthy is the regular coordination, which ensures that all parties involved are always kept up to date with the same level of information. Misunderstandings are thus avoided and the entire process remains seamless throughout. Stefan shows himself to be an extremely competent and experienced partner. His solution-oriented approach and deep understanding of the individual requirements of customers make him a valuable partner. He acts proactively and brings well-founded, pragmatic solutions to the projects. Working with him is characterized by a high level of professionalism and reliability. Overall, a very good experience that I can only recommend.
Ledkia.com
Through cooperation with FARU, we were able to establish clear structures and know-how so that the Amazon business can be expanded sustainably. The focus of our project was in fact on input factors: 1) selection, 2) availability and 3) price/marketing. FARU's reports gave us new transparency on these factors and the measures that were proposed were immediately comprehensible to us and worked in the end.
BLOMUS GMBH
In collaboration with FARU, we were able to increase our turnover by +260% compared to the previous year. In close cooperation with FARU, we perfected our product availability and content optimization measures led to a 10% better conversion rate. FARU increased traffic by 466% through AMS campaigns. The expansion of our presence in the EU contributed a further +1.668% to growth. We have recently entered the US marketplace with FARU and are looking forward to a strong result!
Baumbad bewässerung oü
FARU's way of working is really impressive. The preparation of appointments is always thorough and the content and analyses of current sales are detailed and clearly presented. Particularly noteworthy at FARU is the factual, constructive and pragmatic communication, which makes cooperation very pleasant and efficient. In addition, Stefan is extremely personable and has impressive expertise — a real asset to our collaboration.
Accentra GmbH & Co. KG
Best practices and tips for creating Amazon A+ content
The same applies to Amazon A+ content: Content is king. Just using the feature does not lead to higher sales. To get the most out of the tool, you should follow a few best practices and tips and strategically build your Amazon A+ content.
Unique Selling Point
Structure your Amazon A+ content so that the special features and benefits of your product are visible at first glance. It should be clear what the unique selling point of your product is and how you differ from competitors. Use the additional space on Amazon A+ Content to describe the product in detail. This increases the chance of making a purchase and ensures more positive reviews, as your customers know exactly what to expect.
Brand story and branding
Use Amazon A+ content in line with your corporate identity and clearly set yourself apart from competitors. Convince site visitors that your product and you as a seller are the right choice. This can be achieved, for example, through a professional corporate design, concise texts and high-quality product images, and an insight into your brand. It is best to convey your brand story and philosophy using the storytelling method. Because this is also how you address your potential customers emotionally.
faqs
Site visitors can quickly find relevant information about the product in the FAQs. So be sure to include a meaningful FAQ in your Amazon Premium A+ content. In this way, you avoid inquiries from customers and offer good customer service without much effort.
Cross- and up-selling
With well-thought-out cross-selling and up-selling, you can ensure that potential customers choose your products by cleverly presenting your product portfolio. This allows you to insert a comparison table using Amazon A+ content and compare several of your products with each other. In this way, customers can find the right product for them from you instead of ending up with the competition as a result of suggestions from Amazon.
Experiments: A/B testing
With the Amazon tool Experiments, you can find out which content has a particularly sales-promoting effect. For a certain period of time, different layouts and content versions can be displayed to site visitors at the same time. This allows you to determine which content achieves the better conversion rate and further optimize your Amazon A+ content. In order to be able to understand the effects of an individual element, A and B content should only differ in this one point. Otherwise, it is difficult to draw conclusions.
Conclusion: With Amazon A+ content, you can present yourself more professionally
With Amazon A+ content, you can present your products and brand more professionally on Amazon. Since there are many benefits to using Amazon A+ content, the feature should definitely be used by sellers and vendors.
However, content creation and management takes time and requires expertise. It is therefore best to get experienced experts on your side. At Faru, we are happy to help you create and optimize your Amazon A+ content.
Schedule a call with Stefan, marketing specialist. He'll answer any questions.
Make an appointmentPlease contact us!
Interested in an exchange? We are looking forward to your message!
