Build A+ content to increase product conversion

Kennedell Amoo-Gottfried
January 25, 2022
September 16, 2022
Build A+ content to increase product conversion

There are a host of ways to enhance your presence on Amazon – if your brand has its own product page, for example, you’re already off to a great start!

But how can you enhance it further? Beyond the basic image and text content that already serves to draw buyers to your page?

Every purchase is, before it ever gets to checkout, a fact-finding mission. Buyers want to make as informed a decision as they can when parting ways with their money. Each one comes to a potential transaction with a list of questions and

A+ content gives brands the best chance of answering them.

What are the benefits?

A+ content builds on top of the usual tools, allowing sellers to use more layers of content to give shoppers an understanding of a product, these include:

  • Customizable headers and images
  • Bespoke layouts for image and text
  • Comparison charts for products
  • Bulleted lists of product features
  • Will show up on the Product Description section of the detail page
  • 360-degree product views
  • Clickable Q&A
  • Testimonials

It also gives more opportunity to showcase the brand as a whole with a broader kit of multimedia tools like:

  • Image and text cards
  • Links to the brand store and other products under its umbrella
  • Carousel displays with full screen backgrounds, compatible on both mobile an desktop displays
  • Shows up on the From the Brand section of the detail page

The added value in terms of brand experience also translates to sales, with Amazon suggesting that the use of A+ tends to increase sales by an average of between 3-10%, with the difference depending on factors like price, quality of content and product category.

Who can use it?

A+ is available only to brand owners approved through the Amazon Brand Registry process and up-and-coming brand owners that are part of certain programmes like Amazon Exclusives and Launchpad.

Unlike with many ASINs that are sold by multiple vendors, only product tha are sold exclusively by one seller can be promoted with A+.

Not all A+ content is paid – all brands have “Basic+” capabilities for free, offering them five modules for which they would be able enhance their reach with more use of images, keywords and information on the product.

For those that are willing to pay, “Premium A+” adds an extra two modules – for a total of seven – and lets brands have longer videos of up to three minutes, integration with Alexa, full-width images and mobile-friendly interfaces, among other things.

Getting started and making the most of it

Getting going is simple enough – the A+ portal can be accessed on Vendor Central under the Merchandising Tab, from where you can select your five modules (to begin with) and add content to be submitted.

Some tips to get you started:

  •  Make sure the product you’re selling is the main focus of an image
  • Don’t skimp on the resolution – if the display looks cheap, shoppers will think the product is of inferior quality
  • Cross-sell your other products. Comparison charts to other products under your brand are great for this
  • Highlight the product USP. You’ve already gone through all this effort to make it stand out, make sure you convey why they should buy your product and not the competition’s
  • If you are active in international markets, you’ll want to make sure that your content is translated into local languages – few things make shoppers run to the competition quicker than not being able to understand what you’re saying

Lastly, having killer A+ material won’t amount to much if no one can see it. In order to make sales, you need to drive traffic to your page with ads.

Bear in mind that putting up a good A+ display is not something every brand can do in-house. It is an investment of both time and money and putting out a good product will take help from content experts – photographers, graphic designers, videographers etc. –  to make sure you don’t have to keep resubmitting.

This is especially true if you want to fork out money for Premium A+, which can set you back anywhere between $250,000 and $500,000 on top of design costs – you want to make sure you get a return on that investment.

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Old Street Media supports businesses with their advertising, inventory management, and other eCommerce services. We collaborate with over 4000 brands and have generated $600M in sales in the past year.

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About the author
Kennedell Amoo-Gottfried
Kennedell is Head of Account Management, Onboarding, and Operations at Threecolts. He began working in ecommerce in 2020 with OldStreetMedia, where he was General Manager. While getting his MBA from London Business School, he worked as part of Manchester United’s media strategy team and Twitter’s Global Content Partnerships team. He also worked for several years in finance departments for the oil & gas industry before turning his talents to the ecommerce sector.