What is Amazon A+ Content?

A+ Content, formerly known as Enhanced Brand Content (EBC), is a feature on Amazon that allows brand owners to enhance product detail pages of their products with rich and engaging multimedia content. This content is intended to provide a more informative and visually appealing shopping experience for customers.

Benefits of Amazon A+ Content

A+ Content offers several benefits to brand owners and sellers looking to enhance their product listings and improve their online sales efforts:

  1. Improved conversion rates: A+ Content can make your product listings more visually appealing and informative, which can lead to higher conversion rates. When customers have access to detailed information and engaging visuals, they are more likely to make a purchase.
  2. Enhanced brand storytelling: A+ Content allows you to tell your brand’s story and showcase your brand’s values, mission, and history. This helps build a stronger connection with customers and can enhance brand loyalty.
  3. Product differentiation: A+ Content enables you to highlight the unique selling points and features of your products, helping them stand out from competitors. It allows you to convey the value of your products more effectively.
  4. Detailed product information: You can provide in-depth product information, including technical specifications and usage instructions, which can assist customers in making informed purchasing decisions.
  5. Visual appeal: The inclusion of high-quality images, graphics, and videos can captivate and engage customers, making them more likely to explore your product and make a purchase.
  6. Improved SEO: Well-optimized A+ Content can also have a positive impact on search engine optimization (SEO) for your product listings. When done correctly, it can improve your product’s visibility in Amazon’s search results.
  7. Competitive advantage: A+ Content is not available to all Amazon sellers; it’s only accessible to brand-registered sellers. Having A+ Content on your product listings can give you a competitive advantage and help you maintain brand consistency.
  8. Cross-selling opportunities: You can use A+ Content to showcase related products or upsell additional items, increasing the potential for customers to purchase multiple products from your brand.
  9. Customer trust: Providing a comprehensive and informative shopping experience through A+ Content can build trust with customers and reduce the likelihood of returns or negative reviews due to misunderstandings about the product.

Remember: While A+ Content offers many advantages, it should be used thoughtfully and in line with Amazon’s guidelines and policies.

Creating high-quality, accurate, and informative content is key to reaping the benefits of A+ Content on the Amazon platform.

Eligibility criteria for Amazon A+ Content

To be eligible to create A+ Content for your Amazon listings, you will need to have the brand name associated with the product enrolled in Brand Registry.

To do this you will need a registered trademark for your brand.

How to create Amazon A+ Content

To create Amazon A+ Content you first need to navigate to your Seller Central account, then follow these steps:

1. Locate the ‘Advertising’ menu and select ‘A+ Content Manager’

a+ content manager

2. Click the ‘Start creating A+ content’ button

3. Choose between ‘Basic’ and ‘Brand Story’

brand story a+ content

You only need to create your Brand Story once, then it will appear above the A+ Content for all of your products.

To create standard A+ content, choose ‘Basic’.

4. Give your A+ content a name, and start to add modules

naming a+ content

The modules you choose will depend on the content you have available.

Once you have finished, apply the A+ Content to the relevant ASIN(s) and await Amazon’s approval.

What is Premium A+ Content?

Premium A+ Content is an enhanced version of A+ Content that enables advanced interactive features and video.

In 2023 Amazon made Premium A+ Content available to all brand registered sellers who:

  • Have a published A+ Brand Story for every ASINs in their catalog, and
  • Have at least 5 A+ Content project submissions in “Approved” status within the past 12 months
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