Ever find a product listing on Amazon that just seems... boring? Basic product descriptions, no photos? For sellers, such “why bother?” attitude to product listings can seriously stall conversions, especially if your product is complex or needs visual storytelling. Fortunately, Amazon has a special tool called Amazon A+ Content. This feature allows you to enhance your product pages with eye-catching images and engaging content that not only informs but also interests you. Now, let's dive into how you can use this feature to boost your product's visibility and conversion.
Amazon A+ Content gives your product descriptions a major makeover. Instead of being stuck with plain blocks of text, A+ Content gives you the freedom to improve your listing with images, rich text, and even comparison tables to help potential customers really get what your product is about.
The Amazon A+ Content is available to professional sellers who are part of the Amazon Brand Registry program. The feature itself is provided at no cost, but to get access to it, you need to subscribe to the Professional Seller plan, which is $39.99 a month. Plus, there are various Amazon fees associated with using the platform in general.
The A Plus Content builder is very intuitive and straightforward—you choose from multiple modules, add images and fill in information, and then add another module.
Using A+ Content can boost customer engagement and conversions—by 3-10%, according to Amazon. Plus, it's a great tool to add flair with lifestyle photos and tell your brand story to connect emotionally.
If it’s not your first guide on Amazon A Plus Content or if you’ve already seen what’s it like inside the A+ builder, you may have noticed mentions of Amazon Enhanced Brand Content (EBC). Just so you know, A+ and EBC are more or less the same thing. The difference is that A+ Content allows Vendor Central sellers to add 5 modules per page, while EBC is for Seller Central sellers and allows a bit more leeway with 7 modules per page.
Amazon A+ Content is more than just making your listing look pretty just for the sake of it. It offers multiple tangible advantages that could set you apart in a crowded marketplace. So here we brought together the advantages of A+ Content to make it easier to decide whether you need to invest your resources into photography and copywriting.
Basic A+ Content is pretty awesome already—it lets you spice up your product pages with 5/7 different modules to play around with. However, there’s an even major upgrade—Amazon A+ Premium. It provides more modules per page (7 modules regardless of whether you’re a vendor or seller), bigger images, and cool extras like the ability to add videos and interactive multimedia like hover hotspot images, navigation carousel, and interactive comparison charts. The downside is that Premium A+ has stricter character limits, which may make it unsuitable if your product requires lush textual descriptions.
Now let’s talk about the cost. Basic A+ Content is offered for free. A+ Premium is too, but there are a couple of things to keep in mind. Amazon sometimes gives a free-access promo for Premium A+ across your brand’s ASINs, so you can experiment without spending money. Once the promotional period ends, you won't get charged for listings you've already enhanced—those stay free. If you want to add Premium features to new items after the promo, you might need to pay. But don't worry, you won’t be charged without your consent.
First things first, make sure you're eligible. You need to have a professional seller account, which runs you $39.99 a month, and be enrolled with the Amazon Brand Registry. Got that settled? Great, move on.
Sign in to your Seller Central or Vendor Central account, hover over the Advertising tab, and click on A+ Content Manager. Hit ‘Start creating A+ content.’ You then need to pick the kind of content you want—choose Enhanced Product Description for your A+ Content. After that, name your content and set the language.
Then, you get to add modules. Remember, vendors are limited to 5 modules per, while sellers are to 7 modules. Overall, you choose from 17 modules types:
Once you've filled out all the details, apply it to the ASINs you want through the 'Apply ASINs' tab and preview it on both desktop and mobile using the 'Link to preview' option.
Now, a few don'ts for Amazon A+ Content: do not include shipping details, QR codes, personal info, competitor names, or mention any special promos or discounts. And don’t link to outside websites.
Also, here’s a quick sheet for Amazon A+ image sizes:
Submitting your A+ Content usually takes up to 3 business days for approval, but it’s often done within 24 hours.
Only helpful information: To make your listings truly attractive, focus on providing only that information your customers care about and that solves their problems. And don’t just rattle off generic details—show them what makes your product special by articulating your USP.
Keep it simple: You don’t want to hit your potential customers with a wall of text. On the other hand, you don’t want to provide insufficient textual information, particularly if you sell some kind of technology. Find the perfect balance between images and text and keep your content clear and easy to read/scan. A good approach is to lean into a minimalistic design. This will ensure that it’s your products that take center stage.
Monitor feedback: Don’t overlook questions customers ask in reviews or competitor listings. Address them right in your A+ Content. Engaging with customers builds trust and shows you care. Plus, you can uncover insights that you can use in the future to tweak your products.
Don’t skip on image alt-text: Image alt-text helps your product show up on Google. Plus, they support accessibility by helping visually impaired customers. Use relevant keywords in your alt texts. Check out your competitors to see what works for them and find ways to do it better.
Study competition: Do your competitor research and think about how you can outcompete them. Study what sequence of modules they use in their A+ Content section and their textual and visual narrative. Learning from the leaders is a smart strategy.
Texts matter too: Text is just as important as images, especially for complex products. Make your text easy to read and understand. Use the capabilities of Amazon’s rich text editor— instruments like bulleted lists can make details easy to grasp.
Don’t skip comparison charts: They are great conversion boosters. Not only they are convenient at showing product specs and features, but they also highlight other products you offer, aiding in cross-selling and upselling.
Tell your story: Don’t just sell a product—tell your story to connect with customers emotionally. Consistent storytelling builds trust and recognition over time.
Check mobile version: Mobile optimization is vital. More and more shoppers are browsing through their phones, so ensure your layout looks good on small screens. Avoid embedding text in images to keep it easy for everyone to read.
Track your performance: Check if your A+ Content is converting by checking the Unit Session Percentage in your Detail Page Sales report. Run A/B tests to refine your listings.
