In our years as an Amazon marketing agency, we’ve produced Amazon A+ content for thousands of clients.
A lot of that time has been focused on learning what does and doesn’t work when it comes to effective A+ content.
As a result, we decided to bring that knowledge to you, along with some of the best examples of Amazon A+ content from around the web, including some that we’ve made for our clients, and some from other outstanding designers.
But first, what does this mean for the uninitiated?
What is Amazon Enhanced Brand Content (EBC) / Amazon A+ Content?
Amazon Enhanced Brand Content (EBC), also known as Amazon A+ Content, is a feature that allows brand-registered sellers on Amazon to enhance their product listings with additional imagery and enhanced product descriptions.
This feature aims to provide a more engaging shopping experience for potential customers, ultimately driving sales and boosting customer trust.
With Amazon EBC/A+ Content, brand-registered sellers can go beyond the basic product descriptions and add key features that highlight the benefits and unique selling propositions of their products.
This includes the use of high-quality images, comparison charts, lifestyle images, and detailed descriptions. These elements help to grab the attention of potential buyers and provide them with all the necessary information to make informed purchasing decisions.
One of the key benefits of Amazon EBC/A+ Content is the ability to showcase products in a visually appealing manner.
High-quality images and lifestyle images help create an emotional connection with the audience.
Additionally, comparison charts allow customers to easily compare different product features, making it easier for them to choose the product that best fits their needs.
By utilizing Amazon Enhanced Brand Content, brand-registered sellers can differentiate themselves from competitors and build customer loyalty. It provides an opportunity to present their brand’s mission statement, showcase product benefits, and demonstrate their commitment to providing a premium shopping experience.
A+ content is also a great opportunity to answer any questions your potential customers may have. If they’ve already read your title, bullet points, and product descriptions, they may be 90% sold, but still have one or two questions that would inform their purchase. Answering those questions clearly in the A+ content is the most reliable way to push these people to make the purchase.
In conclusion, Amazon Enhanced Brand Content (EBC) or Amazon A+ Content offers brand-registered sellers the opportunity to enhance their product listings with high-quality images, comparison charts, and detailed descriptions. This feature helps increase customer trust, drive sales, and create an engaging shopping experience.
So, you might be wondering – is this incredible benefit open to all Amazon sellers?
Unfortunately not:
Who can use A+ content?
A+ Content on Amazon is a valuable tool that brand owners and registered brands can utilize to enhance their product listings and attract potential customers.
To be eligible for A+ Content, brand owners must meet certain criteria.
Firstly, brand owners must have a professional selling account on Amazon. This means they need to be registered as a professional seller and have an active selling plan. This requirement ensures that brand owners are committed to selling their products on a larger scale.
Secondly, brand owners must have a registered brand on Amazon. This means that they need to have their brand trademarked and enrolled in Amazon’s Brand Registry program.
This requirement ensures that only genuine brand owners are eligible for A+ Content, protecting the integrity of the platform.
Once brand owners fulfill these eligibility criteria, they can apply for the A+ Content program. If approved, they will be able to upload A+ content directly to seller central or vendor central and assign it to ASINs as they wish.
If brand owners have any questions or need assistance with the brand registry process, they can reach out to Amazon’s Brand Registry support for guidance and support.
Overall, A+ Content is a powerful feature exclusive to brand owners and registered brands, allowing them to elevate their product listings and create a compelling shopping experience for potential buyers.
Benefits of adding A+ Content to your listing
Adding A+ Content to your listing comes with a multitude of benefits.
It gives you the opportunity to provide detailed product information, showcase key features, and highlight the benefits of your product.
By leveraging A+ Content, you can communicate crucial information that potential buyers need to make informed purchasing decisions.
One of the major advantages of A+ Content is the ability to tell your brand story and convey your unique value proposition. With the use of compelling images, engaging videos, and persuasive copy, you can create an emotional connection with potential customers, instilling trust and building customer loyalty.
Not only does A+ Content enhance the visual appeal of your listing, but it also has a direct positive impact on your conversion rates. By conveying your product’s value through high-quality images and lifestyle depictions, you can captivate potential buyers and entice them to choose your product over competitors.
Additionally, A+ Content helps in reducing negative reviews and returns. By providing comprehensive product descriptions, answering common customer questions, and clearly stating shipping details and additional costs, you can manage customer expectations and minimize disappointment or confusion.
In summary, A+ Content allows you to effectively showcase your product’s features, benefits, brand story, and value proposition.
It boosts conversion rates, helps customers make informed purchasing decisions, and reduces negative reviews and returns. By leveraging A+ Content, you can drive higher sales and create a positive customer experience.
While it is not an option to sellers offering unbranded products, if you are an authorised seller for a brand, it is a no brainer, and failing to display A+ content on any branded product is likely losing sales.
So the next obvious question is, how do you do this right?
Tips for creating effective A+ Content?
Here are some of our biggest tips from half a decade of offering A+ content to our clients:
- Establish a Strong Brand Identity: A+ Content provides an opportunity to showcase your brand and differentiate yourself from competitors. Incorporate your brand’s mission statement, unique selling propositions, and key features to create a distinct brand identity.
- Build Customer Loyalty: Use A+ Content to establish an emotional connection with your target audience. Share your brand story, values, and customer testimonials to foster trust and loyalty.
- Use Comparison Chart Module: Highlight the advantages of your product and make it easy for potential customers to compare it with competitors using the Comparison Chart module. This helps them make informed purchasing decisions.
- Optimize for Mobile: Ensure your A+ Content is optimized for mobile devices, as many shoppers browse and purchase on their smartphones. Utilize mobile-friendly layouts and concise descriptions to capture their attention.
- Craft Catchy Taglines: Use attention-grabbing taglines and headlines that resonate with your target audience. These can quickly communicate your product benefits and grab attention amidst the competition.
- Utilize Lifestyle Banners: Include lifestyle banners that depict your product being used in real-life situations. These visual representations help potential buyers envision themselves using your product, increasing their desire to make a purchase.
- Incorporate Attention-Grabbing Visuals: Use high-quality images, infographics, and videos that highlight the unique features and benefits of your product. This visually appealing content increases engagement and encourages potential buyers to explore further.
- Utilize White Space: Don’t overcrowd your A+ Content with information or visuals. Leaving enough white space enhances readability and emphasizes key points, improving overall comprehension.
- Tell a Story: Engage your audience by narrating a compelling story that connects with their needs and aspirations. Include testimonials, customer success stories, or anecdotes that showcase how your product has made a difference.
- Consider Professional EBC Services: If you lack the time or expertise to create A+ Content, consider utilizing our professional Enhanced Brand Content (EBC) services. These specialized services have boosted sales for thousands of Amazon sellers and will help create impactful A+ Content that meets Amazon’s eligibility criteria and maximizes your sales potential.
While this list breaks down the most important things to keep in mind when creating effective and appealing A+ content, what about actually selling your product via this content?
How do you promote a complicated product with numerous features, in just a few images and text?
It’s important to remember that the A+ content will be shown at the bottom of your Amazon listing – so most people viewing it have already scanned your product images, and bullet points, and have a basic awareness of what your product is.
However, it is equally important to note, that an Amazon user in this situation hasn’t clicked the buy button yet, but they haven’t clicked off your listing to view another, either. This likely means they are pretty close to buying, but are looking for a little more information to confirm this is the right product for them.
Your main goal with the A+ content should be to provide enough selling points and granular features to answer these questions for them.
Here are some of the best strategies to use to win the sale:
Amazon A+ Content Best Practices
- Highlight Unique Selling Points: Clearly communicate your product’s unique selling points and how they differentiate your offering from competitive products. This helps potential buyers understand the value your product brings.
- Showcase Key Product Features: Use A+ Content to highlight the key features of your product in a visually appealing and easy-to-digest manner. Utilize bullet points, infographics, and images to effectively communicate these features.
- Emphasize Product Benefits: Clearly articulate the benefits that customers will experience when using your product. Focus on how your product solves a problem or fulfills a need better than competitive offerings.
- Utilize Compelling Design: Choose a design layout that is visually appealing and aligned with your brand’s aesthetic. Consider using bright colors, eye-catching images, and clear fonts to enhance readability and engagement.
- Incorporate Customer Testimonials: Include positive customer reviews and testimonials that highlight the positive experiences others have had with your product. This builds credibility and trust with potential buyers.
How much does Amazon EBC Cost?
When it comes to the cost of Amazon EBC, there is good news for sellers enrolled in Brand Registry 2.0. Amazon EBC is available free of charge to all sellers enrolled!
Enrolling in Brand Registry 2.0 gives sellers access to various enhanced content features, including the Standard Enhanced Product Description (Basic A+) and A+ Brand Story. These features can be added to product listings without any additional cost.
This is great news for brand-registered sellers looking to showcase their products in a more captivating and informative way. With Basic A+ and A+ Brand Story content features available at no fee, sellers can effectively highlight key product features, benefits, and unique selling points to potential customers.
By utilizing Amazon EBC through Brand Registry 2.0, sellers can enrich their product listings with high-quality images, lifestyle images, and compelling content modules, creating a more engaging and informative shopping experience for potential buyers.
In conclusion, if you are a brand-registered seller, there is no cost involved in using the Basic A+ and A+ Brand Story content features offered by Amazon EBC. Take advantage of this opportunity to showcase your products and attract customers with enhanced content at no additional cost.
At the same time, it’s worth mentioning that EBC has to take all of the above tips into account to work well, and images need to be photographed and edited to a very high standard.
If any of the above is missing, your EBC simply won’t work, and your sales won’t increase at all.
If you’d rather focus your time elsewhere and allow experienced experts to create your A+ content, consider getting in touch.
A+ Content Examples
Here are some examples of Amazon A+ content from both our own work and around the web.
If you are struggling to know what to add to your own content, this is the best place to get inspiration, as each of these Amazon EBC examples has been proven to work and had a notable impact on sales:
