How to Unlock Sales Potential with A+ Content on Amazon

As a business owner, you want to get as many eyes on your product as possible. There’s no better way to do this than by selling on Amazon. Recognized as the world’s largest online retailer, you’d be hard-pressed to find someone who hasn’t bought something on the platform, let alone heard of it.

To put the scale of Amazon’s success in comparison with other retailers, Amazon claims about 37.6% of the retail market. Walmart, which comes in second place, accounts for a little more than six percent.

In addition to these stats, Amazon product pages that utilized A+ Content had up to 8% more sales than those that didn’t. Even more impressive is that those retailers who signed up for the Premium version of this marketing tool saw a nearly 20% increase in conversions.

Simply put, being on Amazon gets you noticed, but A+ Content boosts your sales.

What is A+ Content?

A+ Content is a marketing tool available on Amazon and to the platform’s sellers. It lets sellers add multimedia to their product pages to boost organic traffic and visibly appeal to buyers.

Previously, Amazon marketing experts referred to A+ Content as Enhanced Brand Content (EBC), but despite the name change, the effectiveness behind this marketing tool hasn’t changed.

When implemented, A+ Content lets you add comparison tables, embedded videos, different-sized high-quality images, Q&A sections, interactive media, and more.

Below is an overview of the top benefits you can expect to receive when implementing A+ Content.

What are the 3 Types of A+ Content?

If you’re interested in trying out A+ Content, there are three main types: Basic, Premium, and Brand Story.

Here’s a helpful overview of what each A+ Content type has to offer so you can select the right one for your current business needs and future business goals:

1. Basic A+ Content

Basic A+ Content is a great start for those who want to focus on increasing their products’ visual appeal. It allows you to include customized graphics, text placements, comparison charts, and optimized images on the product page to enhance your listings.

Best of all, Basic A+ Content is free for any sellers who have Amazon Brand Registry.

2. Premium A+ Content

Premium A+ Content lets you add videos, larger images, and interactive media such as Q&As and video carousels to your product listing pages. It also allows you to optimize the graphics and images for mobile viewing.

While Premium A+ Content may have a fee in the future, it is currently free to eligible customers during this promotional period.

To be eligible for Premium A+ Content, you must have published at least five A+ Content designs within the last 12 months. You must also have a published Brand Story applied to all of the products in your catalog.

3. Brand Story

With Brand Story A+ Content, you can tell the story of your brand and showcase your product catalog as a whole. You can also increase organic traffic to your Amazon Storefront, which can help you sell more products to a wider audience.

This type of A+ Content focuses on helping enhance your buyers’ overall shopping experiences and establishing a customer connection. Like the A+ Content, it is also free to use for Amazon Brand Registered sellers.

5 Benefits of Amazon A+ Content

In today’s world, marketing strategies reign supreme – so everyone needs to have one!

As for why they’re important, it’s because there’s a lot of competition online. Without a marketing strategy or tool at your disposal, it can be challenging to get your products noticed, let alone in front of the right buyers.

Anything you can do to increase web traffic is good for your bottom line. Here are the top five benefits of enhanced brand content:

1. Improved Visual Appeal

As mentioned above, A+ Content lets you add multimedia such as high-quality images, in-action photographs, infographics, and comparison charts to your Amazon storefront and product pages.

Multimedia, whether photos or videos, gives customers a complete picture of the product, so there’s no guesswork involved. It helps inform decisions and gives consumers confidence that the product they’re seeing is the product they’ll be receiving.

Furthermore, considering they’re done correctly, product photos, videos, and product-related graphics are visually appealing. Recent survey data found that a little over 96% of customers rely on videos to inform their buying habits.

2. Better Product Storytelling

Think about your buying habits:

If you’re in the market to buy a new air fryer, for example, which listing will you likely buy: the one with photos of the product, descriptions of what it includes, and videos of how it works or the one that doesn’t?

If you’re like most consumers, your answer is probably the former!

Multimedia helps to build and establish trust in the brand, which is vital for creating repeat customers.

The second part involves connecting with customers, which is done via brand storytelling. While descriptions of the product and how it works can lead to a conversion, adding multimedia that tells your story as a business owner can create a genuine connection with your buyers.

When you share your company’s mission, history, or details about how a product has benefited society or certain groups and/or causes, you find a built-in audience who may favor your brand over the competition because it aligns with their values or interests.

In time, this can lead to increased profits through word-of-mouth referrals or product links shared from social media that bring new, like-minded customers back to your product page.

3. Increased Conversion Rates

When a potential buyer visits your website, you don’t want them to simply browse; you want them to make a purchase, also known as a conversion. A+ Content increases conversions by making product pages more visually appealing and informative. High-quality images, detailed product descriptions, and engaging brand storytelling help capture attention, build trust, and differentiate products from competitors. This improved presentation not only increases customer confidence and reduces return rates but also enhances credibility and search visibility, leading to higher conversions.

4. Enhanced Mobile Experience

Today’s consumer makes the majority of their purchases on their smartphone. In fact, according to data provided by the Pew Research Center, 76% of adults only use their phone for making purchases compared to any other medium, such as a laptop, tablet, or desktop computer.

A+ Content is designed to meet this consumer buying trend in several ways. The first is by adding content that fills a screen. Webpages, even if you fill them with content, can still contain lots of white – or negative space – that makes the product page seem empty.

Because smartphone screens are smaller, the addition of appealing visual content, FAQs, product comparison charts, and even text fill the page up, giving buyers much more to look at. As detailed below, this is very beneficial for SEO purposes.

The second has to do with a positive shopping experience. Having a visually appealing product page and easy navigation for shoppers to jump around and check out your other listings makes for an easy and enjoyable shopping experience.

Shoppers who have to deal with slow load times, missing or hard-to-find product details, and minimal personalization can backfire and lead your buyers – and that conversion rate – to your competitor.

5. SEO Benefits

Finally, implementing A+ Content offers valuable search engine optimization (SEO) advantages. While sponsored ads help get your products in front of potential customers, SEO drives organic traffic to your seller page.

The process is straightforward: the more engaging and keyword-rich content you provide, the longer shoppers stay on your page, which helps improve your rankings on Amazon. From an SEO perspective, increased time spent on a page signals to Amazon that your content is valuable, leading to higher recommendations in future searches. A lower bounce rate indicates that customers find your content useful, positioning you as an expert and driving more conversions.

Experience the Difference A+ Content From Amazon Can Make Today!

Adding A+ Content to your product page boosts organic traffic, enhances the mobile shopping experience, and turns leads into paying customers, and in turn, bigger profits for you. With free-to-use options available to you, there’s little risk involved in trying it out and seeing the difference it can make. Increasing sales has never been easier with A+ Content from Amazon.

Need help crafting your A+ Content and boosting sales on Amazon? Enlist the help of Evolved Commerce! We are an Amazon marketing agency with years of experience crafting EBC for brands of all industries and sizes. Request a quote to get started!