How Do You Use Amazon FBA A+ Content to Increase Conversions?

How Do You Use Amazon FBA A+ Content to Increase Conversions?

Suppose you're searching for a virtual assistant. Out of dozens of applicants, only two stand out. They are equally qualified and have impressive resumes. When you asked them to send their portfolios, one sent a link to their Google Drive, and the other sent a link to their website. Which one do you hire? 


I bet you'll hire the applicant with their website, and for good reasons. Owning a website demonstrates professionalism and offers more creative freedom for presenting your brand. You can incorporate text, images, graphics, videos, and other elements to convey your brand story more effectively.


The same principle applies when you create Amazon FBA A+ Content. It transforms dull and lacking listings into attention-grabbing and highly informative ones, increasing conversions. If you've been selling on Amazon for a while and have yet to experience a breakthrough, this customization option could be the missing key.


What is Amazon FBA A+ Content?


Amazon FBA A+ Content is an enhanced product description available to brand-registered sellers on Amazon. Sellers can make their product pages more dynamic by adding images, videos, and comparison charts, which aren't possible with a standard listing.


Is A+ Content Worth It?


In addition to enrolling your trademark to Amazon's Brand Registry, you need a professional seller account to access Amazon's A+ Content features. The subscription costs $39.99/month. Other than that, creating A+ Content is free. So, there's no reason for you to hesitate to use this feature, especially if you consider its potential benefits:


  • Higher conversion rate: According to Amazon, product listings with A+ Content have a 5.6% better chance of selling than regular product listings.
  • Compatible with more shopping preferences: With A+ Content, you can communicate more easily with all kinds of buyers, meticulous and skimmers alike. 
  • Drives positive reviews: A+ Content gives your listings a professional look, which implies top-notch standards. This makes buyers take your brand seriously, even in their feedback.
  • Better brand introduction: A+ Content comes with modules that offer more freedom to introduce your brand and explain what your products can and cannot do.
  • Enhance customer engagement: If you upgrade to A++ Content, you'll have access to more features, including videos and infographics, that increase customer engagement.


A+ Content vs. Regular Content


Regular Amazon content is the standard product listing page, with nothing more than the product's title, images, and description. While it provides the necessary details of the product, its presentation isn't the most enticing. 


Do you want your product information to be shown more creatively and engagingly? Then, you should create A+ Content. It helps funnel attention toward your brand message by replacing distractions around your product with more easy-to-digest details.


A+ Content vs. A++ Content


Premium A+ Content is just A+ Content but with bigger and crisper images, more interactive features, more detailed comparison charts, etc. You can even add video modules to enhance your buyers' browsing experience.


To be more specific, Premium A+ Content has 17 standard and 17 interactive modules, while Basic A+ Content only has 17 standard modules. Premium A+ Content also offers up to five times more conversion rate potential than Basic A+ Content.


Until recently, Premium A+ Content was only accessible to Amazon vendors. Now, even Amazon sellers can access it if they have at least 15 A+ Content submissions approved during the past 12 months.


Amazon classifies brands on its platform as 'vendors' and 'sellers.' Vendors are manufacturers or distributors that sell products to Amazon at a wholesale price, while sellers are brands that sell directly to customers.


How to Create Amazon A+ Content


Here's a brief guide to creating A+ Content for your Amazon listings. If you're a new seller expecting to sell at most 40 units per month, stick to the standard product listing style. A+ Content is for sellers with higher sales volumes, so only upgrade to a professional plan if you're confident you'll exceed the 40 units per month target. Otherwise, you'll lose a lot of money.


Step 1: Upgrade to a professional account.


Amazon's A+ Content is only accessible to sellers with a professional plan. If you only have the basic plan, upgrade to a professional plan before proceeding with the next steps. Just remember that a professional plan costs $39.99 per month. But don't worry—this fee covers many features that are not available in your current plan.


Step 1: Register your brand with Amazon


Only brands registered with Amazon can create A+ Content. Register here if you haven't already. Amazon will ask for your brand name, the trademark registration number issued by the IP office, and a list of product categories you're listing for. Preparing these details in advance will help hasten the process.


Brand Registry not only makes you eligible for A+ Content creation, but it also protects your brand from counterfeits or potential hijacking, prompting Amazon to remove fraudulent accounts or listings immediately. 


Step 2: Start creating your A+ Content.


Click the hamburger icon in the upper left corner of your Amazon Seller account to reveal the Menu. Hover above 'Advertising' and click 'A+ Content Manager.' This page provides instructions on accessing Premium A+ Content and A/B Testing. Leave that part for later and click 'Start creating A+ content' in the upper right corner of the page.


This will take you to a page where you must choose between creating 'Basic A+ Content' and creating a 'Brand Story.' What's the difference between the two? Basic A+ Content is a simpler way of presenting your brand. Amazon allows you to use up to five modules to highlight the features of your products. You can choose these five modules from the options below.


  • Standard Company Logo 
  • Standard Comparison Chart
  • Standard Four Image Text
  • Standard Fourth Image Text/Quadrant
  • Standard Image & Light Text Overlay
  • Standard Image & Dark Text Overlay
  • Standard Header with text
  • Standard Multiple Images Module A
  • Standard Product Description Text
  • Standard Single Image & Highlights
  • Standard Single Image & Sidebar
  • Standard Single Image Left and Right
  • Standard Technical Specifications 
  • Standard Text
  • Standard Three Images and Text


A 'Brand Story,' on the other hand, gives your product listings a more sophisticated look. Instead of a plain vertical layout, you'll be given a banner or carousel with a background image to which you can add different modules. As the name suggests, you can also provide your brand story and present details of your products more creatively. 


For your Brand Story, you can add any or all of the following modules:


  • Brand ASIN and Store Showcase
  • Brand Focus Image
  • Brand Logo and Description 
  • Brand Q&A


Important: You can use both A+ Content designs. They'll both appear on your product listing, with your Brand Story on top and the Basic A+ Content below it. Amazon only offers them separately because some sellers prefer using just one. Using both also risks sounding redundant, as some details in your Brand Story may echo in your content below. 


Creating Basic A+ Content


  1. Click 'Create Basic.'
  2. Add a 'content name' and 'language.'
  3. Click 'Add modules' and then select from the choices provided.
  4. Click 'Next: Apply ASINs' in the upper right corner of the page.


Creating a Brand Story


  1. Click 'Brand Story.'
  2. Add a 'content name' and 'language.'
  3. Click 'Add background image.' Upload a main brand image and a logo. Adhere to the required size: 1464px x 625px minimum for the main brand image and 463px x 625px minimum for the logo.
  4. Add images and modules.
  5. Click 'Next: Apply ASINs' in the upper right corner of the page.


Step 3: Review your content.


Here comes the most crucial part—proofreading. 


Once you finish uploading images and text, check for errors. Here are the things you should look for and fix or remove:


  • Typographical errors
  • Grammatical errors
  • Repetitive information
  • Low-quality images and graphics (above 2MB and below 72dpi)
  • Plagiarism
  • Satisfaction claims or guarantees
  • Terms suggesting promotion, such as 'affordable,' 'cheap,' 'bonus,' and 'free'
  • Call to action, such as 'buy now,' 'add to cart,' 'get yours now,' or 'shop with us'
  • Time-sensitive information, such as 'now,' 'new,' 'latest,' 'yet,' 'on sale now,' 'the latest product,' 'the best yet,' or 'references to holidays'
  • Web links
  • Language telling buyers to go to a website outside or inside of Amazon
  • Words or symbols referring to environmental claims like 'eco-friendly,' 'biodegradable,' and 'compostable'
  • Awards with no supporting details


You can find everything you should and shouldn't include in your A+ Content here.


Step 4: Submit.


Once you're 100 percent sure your A+ Content is complete and compliant with Amazon's requirements, click 'Submit.'


Step 5: Wait for approval and publishing.


Amazon will notify you through email if your A+ Content has been approved and published. Usually, this takes around 48 to 72 hours from submission.


How to Optimize Your A+ Content


Unfortunately, not all listings with A+ Content drive traffic and conversions. Some flop and perform just as well as regular listings. Here are a few ways to transcend that. 


  1. Optimize your content for search engines, incorporating a rich keyword list where possible. This will help your listing rank on both Amazon and Google.
  2. Be concise and precise. When describing your product, use the simplest possible terms. Spell out abbreviations and keep your sentences short and simple. Avoid using words with more than four syllables unless absolutely necessary.
  3. Write your content as if you are answering frequently asked questions. This will help prevent confusion, which almost always results in negative feedback.
  4. Proofread your content a few times before hitting 'Submit.' With so many rules and regulations to comply with, you can't afford to be careless with the information you include in your content.
  5. Engagingly tell your story. Many buyers are fascinated with brands that have solid roots. The respect you can build by telling your story and your commitment to quality may contribute to your conversion rate. 


Invest in A+ Content When It's Time


Despite its accessibility and excellent benefits, A+ Content may not be for everyone. Jumping on the bandwagon too soon, especially if you are a new seller, may prove ill-advised. Start cautiously and build your brand according to your means until you become eligible for this program. Consider using A+ Content as your goal after achieving a few milestones, including upgrading to a professional plan and registering your brand.

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