How To Create Amazon A+ Content And Improve Your Conversions in 2024

As the Amazon marketplace expands, Amazon found it necessary to offer sellers additional tools to help them present their products better and increase conversions. One of these tools is Amazon A+ content, and its upgraded version, premium A+ content. Amazon A+ plus content went live in 2019, and since then, it has been instrumental in helping sellers capture shoppers’ attention and create brand awareness, consequently improving conversions dramatically. A+ content on Amazon boosts the conversion rate by up to 10%. 

In this blog post, we’ll unravel all you need to know about A+ content and how to use it to increase your sales revenue on Amazon.

What is A+ content on Amazon?

Amazon A+ content is a feature that lets sellers enrich their product listings and tell their brand story with custom designs and high-quality imagery. It was formerly known as EBC and is free for all brand-registered sellers. A product listing without A+ content gives you 2,000 characters to sell your product and tell your brand story in the product description section. You can’t add any images to the product description. 

The result? You only have a block of text to sell your product.

But with A+ content, you can customize your Amazon product listing to include your brand messaging, brand colors, and a lot more product information — all geared towards boosting conversions by positioning your product as the best choice for shoppers.

A+ content appears below the product description. It won’t be a replacement but an enhancement to your product description. And, if you’re wondering exactly what it looks like, well, it’s customizable, so it differs across brands. But it’s a highly visual field with many high-definition images, beautiful designs, and descriptive text. You can add infographics and comparison charts in your A+ content if it helps you better explain your product.

Types of A+ Content Modules?

There are two types of A+ modules — the basic A+ Content, and the Premium A+ content, formerly known as Amazon A++ content. Premium A+ content comes with 16 additional modules and more selling tools for sellers. It was previously an exclusive feature available to vendors only on an invite-only basis, costing between $250k to $500k per product. However, Amazon made it free and accessible to eligible sellers in August 2022.

What Are The Distinct Features Of Premium A+ Content?

While Amazon A+ content and premium A+ content serve the same objective, they have distinct differences. Here’s a table highlighting the key differences between Amazon A+ content and premium A+ content:

How To Create A+ Content On Amazon

Now that you know how instrumental A+ content is to your success on Amazon, let’s explore the step-by-step process of creating A+ content on Seller Central.

Step 1. Log in to Your Seller Central Account

Log in to Seller Central and go to Advertising > A+ Content Manager. Remember, you must be brand-registered to create A+ content.

Step 2. Go to the A+ Content Dashboard

Clicking on the A+ Content Manager subtab will open a new page where you’ll choose whether you want to build your A+ content yourself or have Amazon build it for you. 

 Step 3. Start Creating A+ Content

You can choose any mode of A+ content creation mode. If you choose to have Amazon do it for you, you’ll be redirected to a page where you’ll upload the images, and Amazon will do the rest.

Choosing the self-service modules will open a page where you’ll need to put the ASIN of the product you want to create A+ content for, after which you’ll see a list of modules and layout options. Amazon offers 12 modules for A+ content. Ten of these are basic, and the remaining 2 are advanced modules. You can only use 5 modules per product page.

Step 4. Choose a Template for Your A+ Content

Next, choose a template for your A+ content. You have several templates to choose from, each with distinct features and options. Different templates are suitable for various products, so it’s imperative to research beforehand to find the best template for your product.

Step 5. Customize Your A+ Content

Now it’s time to customize the content on your chosen template. The Amazon A+ Content editor provides various tools and options for adding text, images, and other media. You can customize the layout and appearance of your A+ content using the different design options available. Add your content and pictures.

Step 6. Preview Your A+ Content

Amazon lets you preview your A+ content to see what it’ll look like when it goes live. You can also use the preview functionality to catch any flaws in the design and copy and correct them before submitting.

Step 7. Submit Your A+ Content for Review

Once you preview and make the necessary adjustments, it’s time to submit your A+ content draft. Click the Submit for Review button. Amazon will review to ensure you comply with Amazon A+ Content guidelines and standards. If it is approved, it will be live on your product page. If it is not approved, you will receive feedback on what needs to be changed.

Amazon A+ Content Creation Best Practices

Just following Amazon A+ Content guidelines isn’t enough to create kickass A+ content. You need to go the extra mile to optimize content. Here are the A+ creation best practices to take your Amazon A+ content to the next level.

Use High-Quality Images

A+ content is a highly visual listing section. Imagery is crucial to persuading shoppers to buy your product. So, you should use high-quality, clear, high-resolution images to showcase your product in the best possible light. In addition to product images, consider including lifestyle images that show the product in use and infographics to help explain complex features. Be sure to choose relevant images that complement the product information in your A+ content text.

Provide Accurate, Relevant, And Up-To-Date Product Information

Providing as much accurate, relevant, and up-to-date product information as possible facilitates informed buying decisions. When shoppers understand a product, it reduces returns and negative feedback because they know everything about it before buying. Remember to emphasize your product’s unique selling proposition (USP) to make it stand out from the competition.

Use Descriptive Easy-To-Read Copy

Your A+ content needs to be descriptive yet concise and easily skimmable. Avoid using long paragraphs that may overwhelm the shopper or distract them from crucial product information. Instead, be straight to the point and avoid filler text and unknown abbreviations. Combine text with images to create visually appealing yet informative A+ content.

Check Your Competitors’ A+ Content

You want to outdo your competition with your Amazon A+ content. And you can only surpass your competition by checking their A+ content and improving yours. Is your competition’s A+ content missing some crucial modules? Include those modules in yours. Check the flaws in your competitors’ A+ content and address them in yours to blow the competition out of the water.

Address Questions That Shoppers Ask In Reviews

You shouldn’t stop at A+ content when checking your competitors’ listings. Scroll down to their reviews to see past customers’ complaints and questions. This will help you understand the customers’ pain points which you can address in your A+ content.

For example, let’s say your competitor’s customers complain about incorrect sizing in the review section. You can add accurate and descriptive sizing information on your A+ content with an image to help shoppers visualize the product size to avoid having the same complaints in your reviews.

Note: Don’t reference your competitors or their customers when addressing the customers’ questions and pain points. This would violate Amazon’s A+ content guidelines and might result in a suspension.

Incorporate Detailed Infographics

Infographics combine essential product information with stunning visuals to help shoppers understand your product features. Infographics on your A+ content are essential not only for helping reduce returns and negative reviews but also for boosting conversions on your listing.

Keep Your Content And Design On-Brand

A+ content lets you customize your images and text to your brand’s specifications. For example, if your brand color is blue, you can customize your A+ content to be on-brand by using a lot of blue in your imagery. Customizing your A+ content to reflect your branding and voice helps maintain consistency across your selling channels so shoppers from another selling channel can easily recognize your brand when they see your A+ content on Amazon. This helps build brand awareness and loyalty, which results in higher conversion rates.

Test And Optimize

Testing and optimizing are critical to your success on Amazon. You can create more than one version of A+ content for a single listing. This allows you to split-test different elements, such as the copy, images, and layout, to find areas that need optimization. Keep testing and optimizing till you have the best-performing version of your A+ content. Remember to keep track of your results to inform future updates to your Amazon A+ content.

How Do I Track Amazon A+ Content Performance?

Tracking A+ content performance is crucial to maintaining a healthy Amazon listing. Let’s look at how you can track your Amazon A+ content performance to ensure it’s performing as you want it to.

Utilize the “Manage Your Experiments” Amazon Tool

Manage Your Experiments is a new Amazon tool that lets marketers access complex performance data and analyze how their audience responds to marketing images, text, and content. The tool has the potential to help you increase sales by 20% to 25%. Let’s look at how you can use the Amazon Manage Your Experiments tool for your A+ content.

Set Up Your Experiments

1. First, choose your best-performing ASIN to get enough traffic for a significant sample
2. Decide what you want to test and track crucial A+ content performance metrics related to critical aspects such as images, titles, and listing copy.
3. Split-test with another version of the A+ content to compare performance data
4. Wait for Amazon to approve your experiments and run the test for 6-10 weeks to gather accurate data
5. Pick the best-performing version and move forward with it

Optimizing A+ Content After Experiments

It’s important to note that experiments conducted over longer durations produce more accurate and reliable results than short-term experiments. Assuming you run experiments for 6-10 weeks, you can now start analyzing the data and optimizing your A+ content. Amazon sends a report with the analysis report and recommendations on the actions you should take to improve your stats. You can use My Real Profit analytics tools to get a better understanding of your data and keep split-testing until you achieve satisfactory results.

Monitor Your Conversion Rate

Conversion rate, also known as “Unit Session Percentage” on your Amazon performance reports, is the number of units sold within a given timeframe divided by the total number of people that visited your listing within that time frame.

Number of Units Sold ➗Total Sessions = Unit Session Percentage.

Conversion rate is one of the most accurate metrics to measure your Amazon A+ content performance. You must closely monitor your Unit Session Percentage to see if your A+ content is helping you convert better.

Note: Your conversion won’t improve overnight once you create your Amazon A+ content, so you must monitor your Unit Session Percentage numbers over 4-6 weeks to get an accurate reading.

Conclusion

Creating high-converting Amazon A+ content shouldn’t be a nerve-wracking experience anymore, not after reading this comprehensive guide. You’re now armed with the knowledge you need to create A+ content that transforms your listings into conversion machines. And when the sales start rolling in, you’ll need My Real Profit analytics to help you make sense of the data and easily identify areas that need improvement.

Book a demo to experience the power of My Real Profit analytics tools today!