What is Amazon A+ Content?
If you’ve been on Amazon for a while, you might know A+ Content as Amazon Enhanced Brand content (if you’re a seller), or Amazon Enhanced Marketing Content (if you’re a vendor).
While the name has now been streamlined to read ‘Amazon A+ Content’ for sellers and vendors alike, the idea behind it remains the same: a premium content feature offered by Amazon, that enables you to add additional images and text placements in the product description of a branded ASINs.
Seller and Vendor Requirements for Amazon A+ Content
In order to take advantage of the additional visual content, sellers need to be registered with, and approved by, Amazon’s Brand Registry. Alternatively, participants of Amazon’s managed selling programs, such as Launchpad or Amazon Exclusives, automatically have open to A+ content as well.
Eligible sellers can add Enhanced Brand Content (EBC) to any ASIN that they own according to the Global Catalog Identifier (GCDI) and have an offer for. Amazon A+ Content can be added to both parent and child ASINs.
Attention: If you registered your brand with the Amazon Brand Registry 1.0 you will have to repeat the process for Amazon Brand Registry 2.0 .Using A+ Content is a little easier for vendors – you automatically qualify for adding enhanced images and text to your product listing.
The limits of Enhanced Content on Amazon
There are a two scenarios where adding A+ Content to your product listing is not possible:
You might run into problems when content has already been published by a retail vendor for an ASIN before – in this case, Amazon won’t allow you to add additional A+ content.
Since brand registry is not available for products in media, video, online or books, sellers in these categories are not able to take advantage of Enhanced Brand Content.
Is Enhanced Brand Content on Amazon Indexed?
In contrast to the product description, A+ Content is not indexed on Amazon. However, the text and images are still indexed by Google, which could help your product appear in the SERP of the search machine.
A+ Content also indirectly helps to improve your ranking if it increases your conversion rate. A better conversion rate leads to more sales and more sales lead to better rankings.
How much does Amazon A+ Content cost?
As of now, Enhanced Brand Content is without any charge for sellers and vendors. Vendors can opt for a premium version that includes interactive content features and is only available by invitation from a vendor manager – and supposedly comes at a steep cost. While there is no monetary cost to Amazon A+ Content (yet), the creation of the visuals and the copy does take time. We will talk about a simple cost-benefit analysis later to determine when it pays off to put in the effort to create Enhanced Content for your product listings.
What are the benefits of Enhanced Brand Content?
According to Amazon, A+ Content has the potential to increase your sales by 3-10%. More specifically, adding more visuals and copy to your product listing can be in:
- Higher conversion rates: For your Amazon business, conversion rate is one of the most important metrics to understand – in the end, there is no point to potential customers clicking on your product listing but not actually boughting the product. We have devised a Brand Analytics that helps you determine which competitors have the best conversion rates and why – and EBC/Amazon A+ Content could be a deciding factor. The additional images and texts help customers better understand and visualize how your product solves their needs (and wants) and can thereby inspire the click on the ‘bought’ button. Learn from the experience to overtake them in the long run.
- Reduced return rate: a deeper understanding of your product and it’s benefits ensures that customers can make a better bought decision and don’t feel the need to return your item afterward
- Better reviews: following the logic above, more information and better bought decisions lead to happier customers leaving raving reviews
- Reduced ACoS and increase ROI of PPC campaigns: getting people to click on your PPC campaign is one thing, inspiring them to bought the product another. Convincing and appealing A+ Content helps with the latter, thereby reducing the costs of each advertised sale to increase your overall ROI.