For quite some time now Amazon A+ content has been the way for vendors to tell their brand’s story & convert sales. Doing this through engaging content such as images, detailed descriptions and product feature matrices. This has resulted in an average sales lift of anywhere up to 10% on a given product. Up until now, A+ content has been charged for on a module by module basis which resulted in quite a large outlay if you have a large product inventory. This has also priced out smaller brands, leaving them behind competitors. However, Amazon has now launched Basic A+ Content to vendors for free.
What does this mean for me?
If you are a seller, then on the surface not a lot as A+ is only for Vendors. Sellers continue to have their own version – Amazon Enhanced Brand Content (one of the differences of Vendor Central vs Seller Central) which will continue to be available. What I would take from this is that Amazon is willing to give away this feature for free. This therefore could likely lead to new features rolling out on Seller Central soon too.
If you’re a vendor this is great news, especially if you’re a smaller vendor who hasn’t been able to afford A+ content in the past. From our initial inspections, it looks like the modules available are the same as for standard A+. This means you can really start to build your brand presence on Amazon. If you’ve already paid for A+ modules this may seem like a bit of a kick in the teeth. I would say that if Amazon has renamed A+ as Basic A+, then it most likely means that A+ Premium is around the corner. We aren’t yet sure for definite what this will entail, when it will be released or if those with current A+ agreements will get it for free. However, we have heard that video is likely to be part of it, allowing visually engaging content on the platform.
Using A+ Content
To start using A+ content the option should be available in Vendor Central under the merchandising tab. From here you can add individual modules in any appropriate order to create a branded product detail page that falls in line with your brand guidelines. From there you can insert your text and upload your images and once done you simply submit. Building A+ content can be a timely process, especially if you have a large number of SKUs, however, the benefits it brings through increased traffic and conversion rates are worth it.
Expert Edge can help you with building your A+ Content if you don’t have the time or resources to do it yourself. We have built thousands of pieces of A+ content over the past few years. Our team is made up of former Amazon employees, vendors and sellers who have experience in doing this for multi-million dollar/pound brands as well as smaller startup brands. Find out more about our Amazon Consulting services.