Amazon A+ Content offers key benefits for ecommerce brands. Take a look at the elements to focus on in order to see maximum return with your content.

What is Amazon A+ Content | Union

What is Amazon A+ Content – and How Does it Benefit Brands and Online Shoppers?

The benefits of Amazon A+ Content <a href="https://sellercentral.amazon.com/gp/help/external/202102950">support</a> brands in three key ways: helping to <a href="https://cms.union.co/services/data-brand-strategy/conversion-rate-optimization">increase conversion rate</a> as well as traffic and product sales. Amazon <a href="https://www.forbes.com/sites/theyec/2020/02/18/increase-your-amazon-sales-with-a-content/#10426100150a">indicates</a> that product sales, in particular, can increase by 3-10% due to A+ Content. The A+ Content feature, free and available to professional sellers that have already gotten approved as brand owners via the Amazon Brand Registry, allows sellers to update their product descriptions with better images and text placement, as well as detailed copy.
Plus, due to the pandemic, ecommerce is key for <a href="https://cms.union.co/industries/food-beverage">consumer packaged goods brands</a>, said Chace Black, Union Account Supervisor. Those that may have heavily relied on retail before now need to shift to a digital presence to <a href="https://union.co/services/branded-content/ecommerce">drive revenue</a>. 
“If you want to be successful on Amazon you have to have a brand registry as a seller,” Black said. “You need to pivot ad dollars into focusing on ecommerce because people won’t be doing as much in-store shopping.”
But how can <a href="https://cms.union.co/services/performance-media/amazon-advertising">Amazon A+ Content</a> make a difference on your product page? Here are three key elements to make sure you include in your Amazon A+ Content for maximum return.

“This is a chance for brands to tell their brand story on their product pages and not lose the customer in their decision journey,” Black said. They are at the consideration phase, and are possibly ready to purchase. This A+ Content and brand story gives them more of a reason to buy your product versus leaving your Amazon product listing to do their own research.”So not only are brands able to emphasize the specific value props of their products on these Amazon pages, but they can use A+ Content modules to convey where their brand began, what their core mission is, what they believe in and how it is relevant to the consumer's needs. Therefore, this content not only informs the consumer, but emotionally connects with them. They are no longer merely examining a product, but relating to the brand as a whole when making their decision.With this approach, Black said, “The goal is not to lose the customer within the platform.”

Details from your brand story

The beauty of A+ Content is the ability to go beyond the typical Amazon page that introduces a product, shows photos, gives an overview of features and extends a call to action to buy.
“It’s about creating usable content,” said Union Senior Designer Jay Flood. “Let’s start to call out personas and imagery that speaks directly to the consumer, while <a href="https://union.co/services/data-brand-strategy/brand-identity-messaging">pulling in marketing messaging</a> from the brand’s website. We can follow a story arc to call out what’s in the product and how it’s going to help the consumer.”
As Flood pointed out, a potential customer who has gotten this far in the search process for the right product will be interested enough to learn these additional, customized details. Plus, he said, “The images and messaging in the A+ content can quickly move them through awareness, consideration and decision phases of the funnel to drive a purchase.”
Overall, Flood said, this customized design and storytelling offers a sense of credibility to the user.
“You get to pull in your branding, personality and a sense of authenticity with your brand that the general Amazon sellers page layout doesn’t allow you to do, because it just looks like everyone else’s pages,” he said. “Where there was a level playing field before, with A+ Content, you get to put your brand on a level above the others.”

Customized design that speaks directly to personas

If you’re going to invest in improving your product pages with A+ Content, you first want to ensure your product titles and descriptions add the same amount of value for the consumer who is searching for a solution to a problem.“You want to have your brand first in the title and be as descriptive as possible,” said Ben Perfater, Union Organic Search Specialist. “You want to emphasize features, materials, key ingredients, product type, model number, color and size. Plus, the primary keyword should be included in the product title.” As for product descriptions and A+ Content copy, he said, it’s ideal to include primary and secondary keywords – both low-competition and high-volume – as much as possible while ensuring that the copy still flows naturally. That includes alt text for images to help establish brand recognition through search, especially with the visually impaired.Ultimately, he said, “You want your product pages to rank high in search because this is a big opportunity for consideration and decision, and to increase your conversions and ROI. If you’re not outranking other products on Amazon, you might not even be found. People aren’t constantly going through pages and pages of products. The best ones are on page one.”

Incorporation of keywords to optimize for SEO

From the brand story copy, to the customized design, to the <a href="https://cms.union.co/services/performance-media/search-engine-optimization">SEO considerations</a>, Black said, “There are a lot of guidelines that you have to follow in order to meet Amazon requirements for A+ Content, and we know what it takes for it to be successful. If you’re on Amazon, Union has the experience and capabilities to design A+ Content that’s beautiful and performs well, driving consideration and ultimately purchase on that platform.”
Want to talk through your A+ Content strategy and execution? <a href="https://union.co/contact">Contact us</a>.

Valtech Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

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