To stand out in the world’s most popular marketplace, brands need to leverage tools developed by Amazon. Among these are two features designed to enhance product presentations: Amazon A+ Content and Amazon A+ Premium Content. In this article, we’ll compare the two to determine which is more beneficial for your brand.
What is Amazon A+ Content?
Amazon A+ Content is an upgrade for product detail pages available for sellers registered in the Amazon Brand Registry program. The feature offers various layouts and modules like images, customized text placements, and comparison tables, used to enrich a product description section and give potential customers a deeper understanding of their offerings.
With the help of various media elements, Amazon A+ Content not only makes product pages more appealing but also provides comprehensive product information helping potential buyers better understand the product, how to use it, and the benefits it offers. Moreover, it aids in storytelling building an emotional connection with customers.
By enhancing product pages with A+ Content, brands aim to achieve better customer engagement and higher conversion rates, which, according to Amazon, can increase by 3-10%.
Amazon A+ Content vs. Amazon EBC
You might have heard of Amazon Enhanced Brand Content (EBC) and wondered how it differs from A Plus Content. Actually, they work and look quite similar. The only difference is in their availability and scope:
● A+ Content: Allows 5 A+ modules and is available for Vendor Central sellers.
● Amazon EBC: Allows 7 A+ modules and is available for Seller Central sellers and brands registered within the Amazon Brand Registry.
How Amazon A+ Content Enhances Listings?
So, A+ Content allows sellers to complement their product detail pages with multimedia elements and customize the layout of the product description section. In particular, the feature enables you to:
● Add customized text, high-quality lifestyle images, and in-action shots.
● Showcase your product’s USP (Unique Selling Point), features, benefits, and brand story in an engaging manner.
● Move beyond the limitations of standard Amazon listings, which typically allow only text descriptions with up to 2,000 characters.
Benefits of A+ Content
Now, let’s break down the information gained from the previous sections into more specific benefits of Amazon A Plus Content functionality:
● Allows to highlight your USP: By using multimedia, you can clearly demonstrate what sets your product apart.
● Leads to better feedback: Detailed product information helps customers to make informed decisions, leading to fewer negative reviews.
● Improves brand awareness: A+ Content enables brands to effectively tell their story and increase recognition, but your media content must be consistent with your brand image.
● Simplifies familiarization: A+ Content layout boasts a better UX compared to non-enhanced listings, making it easier for consumers to digest product details with an easy-to-read format and images.
● Builds a rich context around your product: By customizing your listings and putting your product into a specific context, you create an immersive shopping experience and keep customers engaged.
How to Access Amazon A+ Content?
To take advantage of A+ Content, you need the Amazon Brand Registry enrollment. Here’s what you need to do to enroll with it:
- Sign in to your Seller Central or Vendor Central account or create one.
- To register your brand, submit an active registered or pending trademark (text-based and image-based), trademark registration number, a list of categories your brand lists in, and an image of your product or packaging.
- After you submit this information, Amazon will send you a verification code.
- Send this code back to enroll your brand in the program.
What is Amazon Premium A+ Content?
Premium A+ Content (aka A++) takes your product listings to the next level allowing brand owners to craft product pages that rely even more on visual storytelling and less on text. The feature unlocks larger images, videos, and interactive elements.
What’s More with Premium A+ Content?
Here’s what Amazon Premium A+ Content offers:
● Videos: With A+ Premium Content, brands can add dynamic video content to directly showcase product functionality.
● Full-width Images: Compared to Basic A+, Premium A+ functionality enables brands to use higher-resolution images. Maximum image width is increased up to 1464px compared to 970px in Basic A+.
● Interactive Hotspots: Enables brands to use up to 6 hover hotspots per image to allow users to explore product features in detail.
● Enhanced Comparison Charts: These can be used to illustrate how your products stack up against competitors.
● Carousel Modules: Carousels can be used to display multiple images or videos, allowing customers to easily swipe through content.
● Premium Q&A Module: This module is used to address common customer inquiries. The answers appear in dropdowns.
How to Access Premium A+ Content?
Eligibility Criteria
To be eligible for Amazon A+ Premium access, you need to have met a set of specific conditions:
- Ensure that you’ve published the A+ Brand Story across all ASINs in your catalog. You can verify this by accessing the A+ Content Manager to ensure each ASIN under your management includes a Brand Story in the “From the Brand” section of its detail page.
- Within the past 12 months, you should have made at least 5 A+ Content submissions that have been approved and published. Remember, applying the same A+ content across multiple ASINs counts as one submission. However, if you change a small detail like an image or text, and resubmit it for a new ASIN, it’ll count as another submission.
Cost and Promotional Period
During the Amazon Premium A+ promotional period, you can enjoy free access to all Premium A+ features for every ASIN linked to your brand. This is your chance to upgrade your product listings at no cost. If any fees for Premium A+ features are introduced in the future, you will have the option to opt-in voluntarily, and you won’t be charged without your consent. Once the promotional period ends, you might need to pay to add new Premium A+ modules to additional ASINs, but anything published during this free period will remain on your product pages without any charges.
Benefits of Using Premium A+ Content
So, here are several advantages Amazon Premium A+ Content offers compared to Basic A+ Content:
● More Features: You get access to more modules and features, including larger imagery, video content, and interactive elements.
● Mobile-Friendly Layout: Unlike Basic A+ Content, Premium A+ is better optimized for mobile, allowing you to upload each image twice for desktop and mobile versions.
● Better Aesthetics: Features like full-width banners and seamless scrolling help create a cohesive experience. Unlike Basic A+, which has more white space and narrower frames, Premium A+ offers a continuous, more aesthetically pleasing design.
● Enhanced SEO: Premium A+ allows you to add more images in which you can use alt text to enhance ranking with relevant keywords.
Basic A+ vs. Premium A+
|
A+ |
A++ |
|
| Access | Accessible to brands registered under Amazon’s Brand Registry | Invite-only for eligible brands who:
– Have had at least 5 pieces of A+ content submissions approved for the brand in the past 12 months; – Have brand story published for all ASINs in the catalog. |
| Visual Elements | Basic modules: images, comparison tables, text modules. No interactive elements. | Enhanced multimedia and interactive elements, like video, interactive comparison charts, etc. |
| Module number | 17 basic modules | 19 interactive modules |
| Modules per page | 5/7 modules per page for vendors/sellers | 7 modules per page |
| Image size | 970 x 300 px | 1464 x 600 px |
Why Amazon Premium A+ Isn’t Always an Option?
While A++ Content is media-rich and offers more features, it has its drawbacks. One issue is the stricter character limits for product descriptions. It’s because the main idea behind the introduction of Premium A+ is to encourage the use of high-quality visuals to get your message across. This approach doesn’t quite suit if your product requires detailed text descriptions.
Another factor to consider is your budget. Once expensive and only available through Vendor Central, Premium A+ Content is currently free during the promotional period. However, don’t let this mislead you—creating quality content, especially video, still requires a significant investment.
Lastly, although Premium A+ Content features can boost click-through rates due to lifestyle images, they might not necessarily translate to higher conversion rates than standard A+ content.
Choosing the Right Option for Your Brand
Deciding between Amazon A+ and Amazon A+ Premium Content depends on a few key factors:
● Budget Considerations: If your budget is limited, A+ Content might be the better choice. Although Premium A+ is currently free, the cost of producing high-quality images and videos can add up.
● Product Complexity: For products that are simple and require basic descriptions A+ Content works fine. However, if your product has multiple features, consider what will showcase it best—visual storytelling or comprehensive text descriptions. If the visual impact is important, choose Premium A+.
● Textual Detail Requirements: If your product needs detailed text descriptions, Premium A+ might be limiting due to its stricter character limits.
● Marketing Goals: If building a strong brand narrative and enhancing customer interaction are top priorities, Premium A+ could be the way to go. Conversely, if you’re focused on enhancing visual appeal and delivering essential info on a budget, A+ content is likely sufficient.
In short, while Premium A++ offers a richer visual and interactive experience, it requires more resources and needs to align well with your brand strategy. Carefully assess your products, budget, and long-term goals to choose the content type that best supports your brand’s strategy.
Disclaimer:
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