Amazon A+ Content is a feature that allows brands to create visually-rich product detail pages that showcase their unique brand story and product benefits. This feature is available to brand owners and sellers in Amazon’s Brand Registry program.

The value of Amazon A+ Content lies in its ability to increase customer engagement, trust, and conversion rates. By incorporating custom images, videos, and copy into their product detail pages, brands can effectively communicate the value and uniqueness of their products, which in turn helps to build brand loyalty and drive sales.

In addition, Amazon A+ Content can improve a brand’s search visibility on the platform. By optimizing their content with relevant keywords and phrases, brands can increase their chances of appearing in search results and attracting new customers.

Looking to the future, we expect it will continue to play a significant role in the digital marketing landscape. As more brands compete on Amazon, the ability to create compelling, differentiated product detail pages will become increasingly important. In addition, as Amazon continues to invest in advertising and marketing tools for brands, A+ Content will likely be integrated into new e-commerce trends and targeting features, providing even more opportunities for brands to showcase their products and connect with customers. Keep reading to learn how A+ Content could impact your business. 

Amazon A+ Content has evolved

Amazon A+ Content was launched in 2008 as Enhanced Brand Content and was only available to select vendors and sellers. In 2016, Amazon expanded the program and renamed it “A+ Content,” making it available to all brand-registered sellers.

Since its inception, Amazon A+ Content has evolved to provide brands with more features and customization options. In 2018, Amazon introduced Premium A+ Content, sometimes referred to as A++ Content, which gave brands even more control over the design of their product listings. 

At its launch, Premium A+ Content offered brands several ways to upgrade the shopping experience for their customers. These included:

• Integrated 720p videos up to three minutes in length

• 16 interactive content modules with HD images (there are 12 Amazon A+ Content templates)

• Robust, clickable FAQs that educate and address common concerns, and therefore remove any barriers to purchase

• Interactive content, such as video loops and carousel modules, which allows customers to see multiple angles of a product quickly ‍

• Voice-friendly and mobile-friendly product pages that make scrolling and digesting content more seamless‍

• Connection with the Alexa System so customers can research your product anytime, anywhere

At first, Premium A+ Content was an invite-only feature only available to the biggest and best-performing brands in the marketplace. However, in 2022 Amazon began allowing all registered brands to utilize the custom layouts and design elements to create more visually engaging product pages. 

In addition to these feature updates, Amazon has also changed the A+ Content approval process. In 2020, Amazon introduced a new A+ Content moderation system that uses machine learning to automatically approve content that meets specific criteria, such as being free of prohibited content and not violating intellectual property rights. This has made the A+ Content approval process faster and more efficient for sellers.

The key to A+ Content that sells

Effective A+ Content is crucial for brands looking to stand out and drive sales on the Amazon marketplace. It is your chance to provide fantastic product details for your Amazon product pages and showcase your products in the best ways possible. Most importantly, it can help you communicate your product’s unique advantages over the competition and offer customers a satisfying shopping experience that creates loyalty.

Brands that use A+ Content effectively can communicate their products’ features, benefits, technical specifications, and usage instructions to shoppers in an easy-to-understand and visually appealing way. Often that starts with high-quality product images. A+ Content should display a product from multiple angles and include lifestyle images, product comparisons, and detailed product shots.

Registered brands must also take advantage of the custom layouts and design elements offered via A+ Content to create visually engaging listings that stand out from the competitors. The enhanced content is at its best when it integrates custom headers, bullet points, and call-to-action buttons. In addition, interactive content, such as 360-degree product views and videos, can create a more immersive shopping experience.

Of course, optimizing A+ Content is about more than making it look good. It also needs to perform well within Amazon’s search algorithm. So, when developing A+ Content, remember to include relevant keywords in product titles, descriptions, and bullet points. The goal for most sellers is not only to appear high in Amazon’s Search Engine Results Pages (SERPs) but to reach the shoppers most interested in the product and closest to completing their purchase decision. 

Finally, brands that use A+ Content also enjoy the valuable ability to reinforce their brand identity and messaging. Thanks to the customization options, a seller can use consistent branding elements such as logos, colors, and fonts across all of their product listings and complement their packaging or other direct-to-consumer marketing efforts for a comprehensive approach to branding. 

Where Amazon A+ Content is headed

As Amazon continues to evolve and adapt to changing consumer behavior, A+ Content will also continue incorporating new features. With the rapid rise of Artificial Intelligence capabilities, it’s plausible that A+ Content will be further optimized using AI. For example, AI could be used to analyze consumer behavior and preferences to create more personalized A+ Content that’s tailored to individual customers.

Augmented and virtual reality technology may also support immersive A+ Content that allows customers to interact virtually with products. This could include 3D models, AR product demos, and interactive product simulations.

As an existing Amazon device, it wouldn’t be surprising to see voice-enabled devices like Amazon Echo result in A+ Content that is optimized for voice search. Brands may need to one day create content designed to be read aloud, using conversational language, including more long-tail keywords and phrases that are more likely to be used in voice searches.

Dynamic pricing technology and data mining could combine to develop A+ Content that’s customized based on individual customer pricing preferences. In practice, this might result in sellers being able to tailor different product pricing based on a customer’s location or their purchase history.

In all likelihood, social media integration will continue to be an important part of e-commerce marketing. While Amazon currently attempts to mostly keep shoppers in the marketplace, it’s possible that social sharing buttons and social media-friendly product images and videos could one day become a vital part of product listings. In those circumstances, it would presumably be as a part of A+ Content and would elevate a brand’s ability to share social proof elements like customer reviews and ratings with a larger audience. 

Make sure your brand can keep up 

Staying ahead of the emerging shifts in A+ Content and adapting to e-commerce trends is essential for any brand looking to succeed in the Amazon marketplace. That’s why staying up-to-date with industry news and trends is critical. Brands should regularly monitor industry news and trends related to Amazon and e-commerce, including by reading industry publications, attending conferences and webinars, and networking with other industry professionals.

The fierce competition across the e-commerce industry means that brands must analyze customer behavior and preferences to identify emerging trends and adapt their A+ Content strategies accordingly. This can involve analyzing customer feedback, reviews, and ratings and monitoring changes in customer search behavior and purchase patterns. This commitment works hand-in-hand with data and analytics tools that Amazon currently makes available to track the performance of their A+ Content and identify areas for improvement.

Obviously, it’s also crucial that brands experiment with new technologies and features to avoid being left behind by more ambitious competitors. Sometimes, this can require collaboration with Amazon experts and third-party providers to maintain cutting-edge A+ Content. An informed and strategic response to the shifts in the e-commerce industry to ensure they can drive sales and succeed in the Amazon marketplace. 

Give your Amazon business a boost with help from Amify

Amazon A+ Content is just one of many ways to get your product the best chance to succeed. Boosting your Amazon sales requires a comprehensive plan for optimization, marketing and fulfillment. 

Start building a winning strategy for your brand with help from the experts at Amify today. Contact us for a free consultation and to learn more about our capabilities.