What is A+ Content?
Amazon’s A+ Content feature gives brands with Brand Registry more flexibility with the design of their product’s Amazon listing.
A+ Content was introduced to both sellers and vendors with the aim of improving conversion rates on listings. According to Amazon’s own research from a 2018 analysis of over 100,000 ASINs in the US marketplace, there was an average conversion rate increase of over 5% – although this can have a much larger impact if you get it right.
What does A+ Content do?
This feature allows you to select up to 7 pre-built modules and customise these with your own graphics and text. In addition to having access to an enhanced product description, you are also able to create a Brand Story section which will appear above or below your A+ Content, depending on the category that you’re selling in.
What’s the difference between A+ Content and Brand Story?
A+ Content allows for up to 7 modules and the goal of this is to give the user viewing your listing as much information about your product to go on to make the purchase.
The Brand Story section is what it says, it gives you the opportunity to tell your brand’s story, highlight other products and even link to your brand’s Storefront (link to Storefront hot topic article).
Before the Brand Story feature was released, brands were using A+ Content to not only cover the benefits and features of their products, but also why consumers should trust their brand. Despite the large amount of customisation possible, brands were still needing to choose what information took priority – this often meant that some information about the product was being missed.
By splitting the two, it ensures that they are used for their correct purposes and consumers have all of the information that they need to go on and make a purchase – after all, that is Amazon’s key objective.
Is A+ Content indexed by Amazon?
There is a misconception that A+ Content is not indexed by Amazon’s search engine. This is not the case and many sellers have done their own research to see that it does in fact support your organic ranking. It can help you to rank for keywords included in this section that do not anywhere else in your listing content.
However, when uploading images to your A+ Content, it is imperative that you include image keywords. Whilst Amazon can read most text contained within images, including image keywords solidifies the relevancy of them to the product that you’re selling.
How important is it to have A+ Content?
Many sellers and vendors disregard the importance of A+ Content, and assuming they were to achieve an average 5% increase in conversion rate, the uplift that this can produce. We have included some calculations as to how even a mere 5% increase could produce some eye-catching results.
Let’s assume you are selling a product for £15 without A+ Content. It is receiving 1,000 sessions per month, of which you’re currently converting 15% of those visitors – that would mean that you are selling 150 units with a total revenue of £2,250.
Now let’s assume you add A+ Content and see a 5% increase in conversion rate. You are still receiving 1,000 sessions per month, of which you’re now converting 20% of those visitors – that would mean that you are selling 200 units with a total revenue of £3,000.
An extra 50 units and £750 in sales per month isn’t bad, is it? And this is for just one listing.
What are the other benefits, other than the increased conversion rate?
By having a better conversion rate where more visitors coming to your listings are converting into sales, Amazon will have more trust in your listing and therefore take that into account when ranking your listing organically which can provide longer term benefits.
Also, depending on the type of product that you’re selling, those additional 50 units could be even more valuable than the money they initially generate. If your product is enrolled in Subscribe & Save, this could generate future sales from that initial sale.
Unified Retail has supported some of the leading FMCG brands to improve their conversion by creating captivating A+ Content. Contact us to discuss your project in more detail with our team.