A+ Content in Amazon Brand Registry – Learn How to use it effectively

Guide for every Amazon seller

Updated on June 27, 2021

To get access to the A+ Content tools, brands need to get access to Amazon Brand Registry by registering a trademark in one of the countries where Amazon has presence.

Amazon A+ Content was formerly known as Enhanced Brand Content. It is a premium content feature that isn’t available to every Amazon seller. However, the Amazon seller that uses this feature gets a competitive advantage over other sellers within the same category. Using this feature the right way, an Amazon seller can overtake the rest of the competing brands.

This premium content feature enables Brand Registered Sellers to exhibit their products’ unique features using high-quality images and enhanced text placements. By effectively adding Amazon A+ Content to the product page, sellers can increase the conversion rate, traffic, and sales for their brand.

You may want to check our other article how to get in the Brand Registry quickly but in this article we discuss what Brand Registry is and how to use it effectively.

Why is Amazon A+ Content used?

Amazon A+ Content is a premium content feature. It enables sellers to change the product description field of their branded ASINs using enhanced text and images. This feature is a great way to answer some of the most common questions their potential customers have. Using this feature, the seller can add relevant product details to the description, which drives the customers’ purchase decisions. It reduces the likelihood of products being returned.

Amazon A+ Content feature is available to those who are approved as brand owners through Amazon Brand Registry. Once the seller has been authorized as the brand owner, he will get access to the premium feature of Amazon A+ Content. However, it can only be used for the ASINs, which are a part of the approved brand catalog. It doesn’t apply to those that are not included in the catalog approved for the brand.

According to Pat Petriello, Head of Marketplace Strategy at CPC Strategy, there are various benefits that 3P sellers (third party sellers) enjoy when they go through the Brand Registry Program. One of the most immediate outcomes is the benefit of paid advertising conversion rates.

Let’s take the example of INSTANT POT brand that sells high quality electric pressure cookers. It advertises its products through sponsored products during the holiday season. This brand can showcase the pressure cooker’s unique features with the help of Amazon A+ Content, and the features could be anything from built-in Wi-Fi, steamer, Quartz design, touch feature, and more.

The premium Amazon A+ Content will also ensure that the seller stands out from its competitors in the market. It makes that happen by conveying the story of the brand using the Enhanced Brand Content fields. This enables the seller to turn his advertising clicks into conversions. It reduces ACOS (advertising cost of sale) while increasing ROAS (return on ad spend).

This makes Amazon A+ Content feature an excellent opportunity for sellers to maximize the return. For 3P brands, increased advertising spends during the holiday season is a real win.

Who Should Use Amazon A+ Content?

Every seller on Amazon can use Amazon A+ Content. It adds to the visibility of his product listings. It has been observed that the conversion rate of listings that use Amazon A+ Content increases by 5-10% and, in some cases, even by 12-15%.

In this era of technological advancements, video content is the king. It is one of the best marketing tools for any brand. Once a seller goes through the Amazon Brand Registry process, he/she gains the ability to post product videos to the Amazon listing detail page. This video can be uploaded in the main image slot. This feature was formerly accessible to Vendor Central accounts only.

The premium Amazon A+ Content feature makes it possible for the seller to upload product videos to the Related Video Shorts section. This section is present in the middle of the page. However, it is watched several times by visitors who are interested in a particular product.

According to digital marketers, video content is the new black. The earlier you add video content to your marketing strategy, the better it would be for your brand. With the new A+ content feature, Amazon sellers can make that happen. It provides Amazon sellers with an excellent opportunity to improve the conversion rate of their listings.

Why should sellers apply for Amazon’s Brand Registry program?

1. Access to Amazon Storefront feature:

It won’t be wrong to call Amazon storefront the crème de la crème of branded content. It is one of those tools that allows a brand to take its brand game to the next level and beat the competition. Amazon Storefront feature is for those brands that want to provide their customers with a branded shopping experience. This self-service feature is free. Using this feature, brands can create sharp multimedia content that gives them an edge over their competitors.

However, to create a Storefront, you have to be enrolled in the Amazon Brand Registry program. Amazon Storefront is a DIY tool available free of cost to the seller with Brand Registry and Amazon Sellers Account. With an amazing Amazon Storefront design, you can create a lasting impact on your customers.

Storefronts have a responsive design. They are compatible with desktop and mobile. They can adapt to a variety of screen sizes and devices. You can measure the performance of your Storefront with Store Insight. It offers you an insight into daily views and your store’s aggregate. If you want to access complete data regarding your store’s performance, you should consider using the Brand Analytics tool.

To make the most impact with your Amazon Storefront, you should invest in Amazon store design services. These services include

• Image editing and optimization

• Creative content creation

• The submission of Amazon Storefront design

As an Amazon seller with a Brand registry, you get your own storefront just like WOW skincare. This lowers the risk of having your listing hijacked. That’s because when a customer clicks on your brand name he will be redirected to your brand’s storefront.

If you are not registered with the Brand Registry program, your listing can be hijacked by a 3P seller. Additionally, when a consumer clicks on your brand name, he will be met with a variety of similar items on the next page.

Brand name without Brand Registry:

After you click on the brand name, Amazon leads you to a page where similar items are sold.

Being registered with Brand Registry Program, your brand gets priority over listing content which includes images, titles, and descriptions. Moreover, no one gets to use the brand name you have registered with.

Amazon has made Storefronts even more visible. It has done so by making the brand store link more prominent. This makes it easier for customers to find your store. As a result, you get more traffic on your storefront.

ASINS with the Brand Registry usually have this name: Visit XYZ TRADEMARK NAME Store instead of simply Brand: XYZ TRADEMARK NAME. So in this case, we know that SHARPIE is in the Brand Registry as brand name reads: Visit the SHARPIE Store instead of simply Brand: SHARPIE.

2. Protect your product listings from being hijacked:

As an Amazon seller, it would be a usual practice for you to go to Amazon to check on your performance.  If you are not registered with Amazon’s Brand Registry Program, you may find your listing hijacked by a 3P seller.

Third-party sellers or 3P use Amazon as an ecommerce platform to sell products directly to the consumers. They are the “Merchant of Record” or MOR. They create their inventory by purchasing goods directly from the manufacturers or other retailers. Sometimes they sell stolen or counterfeit goods.

Selling on Amazon, most sellers with their own brand fear that their products and listings will be hijacked by another merchant. In an immensely competitive market, sellers use various tactics to get ahead.

However, being a member of the Amazon Brand Registry program saves your brand from nefarious buyers. It lets you register your brand so that you are the sole owner of the Buy Box. Moreover, in many cases you can get the 3P sellers, who try to hijack your listing removed. All you need is to contact the Amazon help center (note: during the past months we noticed that removing hijackers has been an uphill battle and Amazon has not always been as responsive as before).

What are the Advantages of creating A+ Content?

There are various advantages a seller gets to enjoy by gaining access to Amazon A+ Content. Some of those include:

♥ The Creation of an A+ Description:

It offers you the ease to create an A+ description by adding the highest quality images and text. By adding eye-catching images to the product description, the seller can add more marketing value to product listings.

♥ Exhibit Key Benefits of the Product:

Customers want to know everything about a product before they make their buying decision. If the product description doesn’t clearly explain the key features, it might not convert potential customers. With A+ Content, sellers can show off the key elements of a product with graphic visuals and pictures. This way, sellers earn a competitive advantage over their competitors.

♥ More attractive than regular Amazon descriptions:

A+ descriptions turn out to be more attractive as compared to regular Amazon descriptions. Sellers who don’t have access to the premium Amazon A+ content feature should use an HTML description.

♥ Ease to upload product videos:

With access to the Amazon A+ Content feature, the seller can use the last main image slot to add a product video. This way, it provides potential customers an overview of the key benefits of the product listed.

♥ Adds to the rate of conversion:

Understanding the metrics of conversion rate is very important for every Amazon business. There is no point in creating a marketing strategy that only gets you clicks and doesn’t actually convert the visitors into customers. You can use different analytics hacks to determine which one of your competitors has the highest conversion rates. You can also figure out the reason behind these high conversion values.

You will find that most of your successful competitors are using the EBC or Amazon A+ Content. Adding additional images and text to the product description makes it easy for the customers to visualize the product features better. Using video content, you can also demonstrate to your customers how a product needs to be used and how it would solve customers’ problems. It can also serve as the final push a visitor needs to buy the product. Sellers can also learn how A+ Content is being used by their competition to take the lead in the longer run.

♥ Reduction in the return rate:

Before buying a product, the customer wants to know as much as he can about the product. A deeper understanding makes it easier for him to make informed purchasing choices. This reduces the chances of an item being returned. As a result, the return rate decreases.

♥ Better reviews:

In this busy world, people don’t usually have time to research a product thoroughly before buying it. However, that doesn’t mean they would buy everything they come across without proper investigation. Customers would usually prefer products which have been clearly described in the product description.

You can get raving reviews by making purchase decisions easier for your potential customers. This means that the better you describe your product in the Amazon description, the happier your customers will be. It will be easier for them to decide which features they want in their desired item.

♥ An increase in ROI of PPC campaigns and Reduction in ACoS:

The purpose of your marketing strategy should go beyond getting people to click on your PPC campaign. It should be designed to inspire them to buy your products. That’s where A+ Content helps. It reduces the cost of the advertised sale. This way, it increases the overall ROI (return on investment).

♥ Ability to contact buyers who left bad reviews:

As of June 2021, Amazon added a way for brand registered sellers to contact buyers who left negative reviews. Sellers will be able to contact buyers who left negatives reviews with templated emails via buyer-seller messaging system directly in Amazon.

What is Amazon A+ Content consists of?

There are various components of A+ Content, which include:

◊ Varied product images:

A+ Content page contains multiple, varied images of products, including product pictures and close-ups from various angles. It also includes lifestyle shots.

◊ Precise information of the product:

A precise yet informative description of the product is a part of the A+ Content. The product description is where you introduce your product to your potential customers. This description could be within 100 or fewer words.

◊ Bullet points:

The purpose of A+ Content is to provide users with easy-to-understand product information. To make that happen, you need to divide the content into different headings, subheadings, and bullet points. With attractive and clear bullet points, you can use every line to impact the buyers. You can use each bullet points to explain the individual features of the product.

◊ Text divided with headings and sub-headings:

Content needs to be divided into concise paragraphs. Each of these paragraphs should be clear and have scannable headers. The text should explain product features, benefits, and specifications.

◊ What’s in the box section:

The A+ Content should contain a “what’s in the box” section. This section should list all products’ components. This informs the buyer exactly what he is getting.

◊ Comparison charts and videos:

The seller can also add 360° product views, videos, and matrix. This helps in cross-selling items from the same product category.

How to create Amazon A+ content?

Before you create Amazon A+ Content, you need to choose the products you want to enhance through this marketing strategy. You can manually select these products. Even though all ASINs can use A+ Content, there is still some groundwork involved. It requires research to determine whether or not the extra content created will offer a return on investment. You need to make sure if the time and resources utilized will increase sales and revenue for the brand.

If you are unsure which ASINs you need to add to your brand catalog, we suggest you begin with your top sellers. You can also focus on the products that represent your brand or tell its story. The products being sold at a premium price can also be chosen. The seller can also add the products that already drive sales through promotions and seasonal campaigns to their brand catalog.

Once you decide the products to be enhanced, you will get two options to choose from.

• Self-service
• Module built By Amazon

The self-service option allows the seller to add up to five different design modules to each product page. It is the most recommend choice for the majority of the ASINs. The seller can choose from over 12 different basic modules. Before selecting the modules to be added to the product page, the seller needs to figure out what works best for a particular product.

According to the experts, while creating A+ content, the seller needs to consider the following points:

• Make it easy to scan:

The purpose of using A+ Content is to make it easy for potential customers to understand the product. Therefore, the product description should be easier to scan. To make that happen, you need to break the description into small paragraphs, add heading & sub-headings, bold important text, and use HTML formatting options. This will make it easier for consumers to understand the main features of a product at a glance.

• Effectively combine text and images:

Use relevant images with texts while describing a vital feature or unique selling point of a product and vice versa. Make sure the image supports what the text says. Don’t add images that confuse the readers.

• Take inspiration from consumer feedback:

Understand which product features your customers appreciate the most. Use their positive feedback as an inspiration to create A+ Content. You can highlight these features in comparison charts as well as product descriptions. If that doesn’t work, you can describe these features in the customer question and answer section. You can use the FAQ module to make that happen.

Steps for creating A+ Content:

There is a series of steps the seller needs to follow to create Amazon A+ Content. Some of these steps include:

Step 1:

Use appropriate credentials to log in to your Seller Central account. Make sure you are registered as a brand before you proceed further. For that, you need to get Amazon Brand Registry. You don’t get access to A+ Content tools by simply opening an Amazon Seller account. These tools are only reserved for the brands Amazon finds legitimate.

All that you need to apply for Brand Registry:

• Pro-subscription to an Amazon Seller Central account
• Get Amazon Brand Registry for every brand you wish to use the A+ Content feature for
• Get a registered trademark for the exact brand name (registered trademark must coincide with the brand name on Amazon, it’s even case sensitive).

Step 2:

Click on A+ Content Manager in the advertising section.

Step 3:

Go to the A+ content manager page and press the “start creating A+ content” option. After clicking this option, you get access to a template that needs to be filled to create Amazon A+ Content. Now you get to choose from two services including:

• Self-service modules
• Amazon builds for you

Step 4:

Choose the module that best suits your product and brand. By clicking the Self-service modules, you will be redirected to a page where you are supposed to enter the ASIN for which you want to create the content. Then, you get access to a variety of options to build layouts and modules.

After choosing the ASIN, you need to select BUILD LAYOUT. There are over 12 types of modules that Amazon offers. These are categorized into two groups, including Standard and Advanced. Standard modules have 10 options to choose from, whereas advanced has only two.

Out of these 12 modules, the seller can use five modules per product page. The seller can either use the modules available as they are or mix as many as he desires. Access to modules varies for every package. The fee for the packages varies from time to time. On the contrary, the price of the cart depends upon the module selected by the seller.

Click the continue button once you have selected the package that suits your need. Now start uploading content and images. Once done, you can see how the page looks like by clicking on the preview option.

To see the pricing and the details of the package selected, you need to click the “Add to cart” button. There you have access to the premium A+ Content feature.

Step 5:

Choosing Amazon Built modules will take you to a page where you don’t need to do anything except upload images and text. Amazon will take care of the rest of the work.

Step 6:

Choose a descriptive and meaningful name for the project. Make sure it is easily understandable and memorable for you.

Step 7:

Now it’s time to upload the content after designing the layout. Create a zip folder for images to preview them. Make sure they look exactly how you want and publish them.

Step 8:

Double-check everything. If it seems good, press the Finish button. Once all the details are filled in correctly, Amazon will review the content before making your A+ page live. It will take seven business days for that to happen. However, if you fail to comply with Amazon A+ content guidelines, you will end up being rejected.

What is the cost of Amazon A+ Content?

Amazon A+ Content feature is available free of cost for sellers and vendors at the moment. However, to access the Premium A+ content feature, they need to pay a steep price. Premium A+ content is an invite-only feature.

Amazon has added a new feature, “Manage Your Experiments,” that lets sellers track their A+ content. This allows them to perform A/B tests on their A+ content. To effectively market your business, you must understand what your target audience wants. That’s the insight this new feature offers. We would suggest you take one step at a time.

Before making an update, have an action plan. Be sure of the results you are expecting from the test and plan to achieve them. Produce two versions of the hypothesis. Track the results in a few weeks to understand the outcomes and how it worked for your business.

The Best Practices for Amazon A+ Content:

Various practices help you achieve the results you expect from your Amazon A+ Content strategy. Some of them include:

1. Highlight the USP of the product:

Know the USP (unique selling point) of your products. Once you have that figured out, you need to answer two more questions. You need to know the major benefits of your product and how it will help your customers.

2. Keep it short and to the point:

Explain to your consumers what you are offering without making them read a whole lot of text. List the main features and benefits of your products using headers, sub-headers, paragraphs, and bullet points. Keep the content short and precise. The less time it takes for your consumers to make the purchasing decision, the happier they are going to be.

3. Create error-free content:

There are some symbols and characters that you cannot use while creating A+ Content. These symbols signs include copyright, registered trademark symbols, as well as 3^rd parties’ registered trademarks and logos. Also, you cannot have a hyperlink to any other website while creating Amazon A+ content. But you can add a link to ASIN within the module type.

Wrapping up!

Amazon A+ Content allows brand owners to add high-quality images and video content to their product descriptions. This helps them attract more consumers. There are various graphical visuals that sellers can use to enhance product descriptions, including comparison charts, HD videos, and high-quality images.

The reason sellers want to use enriched multimedia in their product description is to improve the user experience. It is a user experience that drives traffic to product listings and adds to the conversion rate.

In simpler words, using Amazon A+ Content, you go one step ahead to create content that makes product features and benefits easier to understand for the consumers. By offering your customers a sophisticated online shopping experience, you add to your conversion rate and eventually your sales.