Amazon provides different features to sellers and brands. As you’ve probably heard, some of these are A+ content and Premium A+ content, which enhance product listings for brand owners. In this article, you’ll learn what these features are, their pros and cons, and how they differ.

A+ Content

A+ content is one of the main benefits of Amazon Brand Registry, which is a program designed to help Amazon recognize brand owners. It is a standard feature available to all subscribers, and, best of all, it’s an added benefit to professional sellers. With A+ content, Amazon allows brands to add more product information and imagery to their product detail descriptions. This added information makes product listings more attractive to customers, as they include detailed product descriptions, comparison charts, and high-quality images and videos. Amazon states that A+ content has a conversion rate potential of 3-10%, improving traffic and increasing sales. When creating A+ content, be sure to follow the guidelines. 

Example: Standard A+ comparison table

 

 

The comparison table allows sellers to highlight the differences and similarities between products easily. For consumers deciding between multiple models or variations, this can quickly help them choose a product from the features or specifications that matter most to them.

A+ Premium Content

A+ Premium content is the highest level of content management, as it offers more modules and customization tools than regular A+ content. It is, to put it plain and simple, A+ content taken to the next level.  A+ Premium Content is invitation-only. This means you have to qualify in the following criteria: 

• You must be a brand owner signed in the Amazon Brand Registry.
• Each ASIN in your catalog must contain a published A+ Brand Story.
• You must have at least 15 A+ Content project submissions in “Approved” status within the past 12 months.

If you check each item, you must wait for Amazon to contact you. Amazon announced in August 2022 that Premium A+ content would be accessible on Seller Central at no cost during a promotional duration. Earlier, Premium A+ content was exclusive to brands using Vendor Central and could be priced between $250K and $500K per product. According to Amazon, Premium A+ content increases conversion rates by an average of 15%. However, as with standard A+ Content, its impact can vary significantly based on the product, the quality of the Premium A+ Content, and how well it’s tailored to the target audience. 

Example: Premium Navigation Carousel

 

 

This carousel module allows customers to browse through five images, each accompanied by its descriptive text box. The topic of each image appears above the carousel. This module is an excellent option for conveying brand narratives, providing instructional text, or showing different case scenarios for a product.

Pros and Cons of A+ Premium Content on Amazon

As a brand owner, the possibility of using A+ and Premium A+ content is definitely something to consider because their advantages are varied. But there are many things to take into account. Let’s go through them.

Pros 

• Enhanced product descriptions: They allow you to give more information and better highlight your product’s best features.
• Better customer experience: A+ content gives your customers a better understanding of your product.
• Better Reviews: As you give your customers more information about your product, they make well-informed purchases that lead to happy customers, increasing the chance of getting better reviews.
• Higher conversion rates: Amazon has said that A+ content increases sales by 3-10% on average, while Premium A+ Content can increase them by 15-20%.

Cons

• Amazon approval: Enhanced content is subjected to the supervision and approval of Amazon, sometimes causing delays in the posting of the listing,

• Not indexed content: Amazon doesn’t index A+ content, which means that potential buyers cannot search for your products using any terms on the product page.
• Time-consuming and costly: If you’re aiming at providing good quality A+ content, then you may need to invest in additional resources, such as copywriters, designers, and photographers. This requires time, effort, and money.

Comparison

Although these are very similar features, they differ on some key points. Check the following chart for a detailed comparison between A+ content and A+ premium content:  

Feature	Amazon A+	Amazon A+ Premium
Layout	Pre-defined templates with limited customization options.	Fully customizable templates with extensive design options.
Media	9 images and a 30-second video.	Advanced 5-minute video and interactive media (e.g., comparison tables, hotspots).
Content Modules	Standard modules available (e.g., product description, comparison charts, warranty information).	Additional modules are available (e.g., image sliders, customer reviews).
Content Blocks	Limited options are available for each module.	Fully customizable content blocks with multiple design options and placement choices.
Branding	Limited branding options, with a small brand logo at the top of the page.	Complete control over branding, including logos, colors, and custom backgrounds.

Best practices

If you decide to go with A+ or Premium A+ content, then these tips will help you get the most out of it:

• Develop your brand identity: A+ content is a great opportunity to differentiate yourself from your competence by giving your product a well-established visual identity.
• Consider the complexity of your product: Adapt the content to the complexity of your product. For example, if your product has many features, A+, and Premium A+ content can be a great way to break them down for shoppers and make them easier to understand.
• Keep it simple: Simplicity is key. Ensure your A+ and Premium A+ content is easy to navigate and consistent with your brand’s overall messaging.
• Work with Professionals: Working with experienced copywriters, designers, and photographers who understand the nuances of Amazon’s platform will help you create content that attracts more customers.

Conclusion

A+ and Premium A+ content can be handy tools. Enhancing your product descriptions improves the customer experience, thus increasing conversion rates. Of course, to get it right, you’ll need time, effort, and money to work with professionals who will take your A+ content to the next level.  But even after all this, the fact that Amazon won’t index A+ content can mean bad news to your ranking. That’s why you’ll need to excel in every other aspect of your listing, and Bellavix can help with that. If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to get in touch with the BellaVix Team.

 

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