What can you do to stand out and bring attention to the products you sell? One tactic: use compelling product listing content to help customers connect with your brand and the products you offer.
When you launch your brand in the Amazon store, you can choose between Basic or Premium A+ Content to help showcase products. Basic A+ Content lets you build out product listings with text, images, your brand logo, and other elements. If you meet eligibility criteria, you can also unlock Premium A+ Content with module options for video, Q&A sections, and more. Sign up for a Professional selling plan and enroll in Brand Registry to get started with Basic A+ Content as well as Brand Story—a dedicated space you can use to showcase the history of your brand, the brand’s values, and product lines.
We’ll cover the details of all three types of A+ Content in this post, along with tips for effective design to win over customers and drive sales.
8 tips for compelling A+ Content
Create an immersive, multimedia experience that resonates with customers by following these tips and best practices for A+ Content design:
- Strike a balance with text and photos.
- Include technical specifications.
- Craft comparison charts.
- Tell your story to leave a lasting impression (Brand Story).
- Capture attention with videos (Premium).
- Explore product details with hover hotspots (Premium).
- Do a deep dive with clickable carousels (Premium).
- Reduce purchase barriers with Q&A sections (Premium).
1. Strike a balance with text and photos
Images capture attention, while text provides context that can mean the difference between a sale or no sale. Together, text and images reinforce each other, so use a combination of compelling text and high-quality imagery to convey the unique selling points of products.
Here are some strategies you can try:
- Text: Use short, concise copy free of grammatical mistakes. Be descriptive and include bullet points to keep text easy to scan.
- Photos: Include professional product photos along with lifestyle imagery showing items in action. Photos should be clear, well-lit, and visually-appealing. Showcase the product from different angles, and use models to demonstrate items like clothing and accessories.
Avoid embedding text in images so mobile customers can read all the details on smaller screens. Resized images can lead to blurriness and unreadable text, so make sure to follow image dimension requirements for high quality results. Image sizes should be no larger than 2MB.
2. Include technical specifications
The technical specifications module can be useful if you want to share granular details about a product. Think about the product from the customer’s perspective and ask what qualities might matter as they weigh a purchase. For instance, if you sell electronics, the technical specifications section could include product dimensions, weight, battery and plug type, and features such as Bluetooth or Wi-Fi capabilities.
Here’s an example of a technical specifications module for smart audio glasses:
3. Craft comparison charts
The comparison chart module is an opportunity to display product information such as model type, dimensions, and other features. It also allows you to highlight other products you sell, so you can use these tables as an opportunity to cross-sell or upsell to customers who land on the product description.
Both Basic A+ Content and Premium A+ Content allow you to create comparison chart modules. Here’s an example of what a comparison chart module can look like in Basic A+ Content:
Premium A+ Content gives you advanced control over chart appearance. Premium comparison charts also support a shoppable feature, allowing you to include an Add to Cart button as well as reviews and prices. Here’s an example of what a Premium A+ Content comparison chart can look like:
4. Tell your story to leave a lasting impression
Storytelling can be a powerful marketing method. Use the Brand Story feature in A+ Content to captivate your audience and create an emotional connection, which in turn can help build brand loyalty. Here are a few ideas:
- Share the story behind your brand, including its origins, values, and mission.
- Highlight how a product has positively impacted lives or solved a problem.
- Craft a narrative that will resonate with your audience.
For example, you might explain how the products you offer are connected to a cause that your audience is passionate about, such as sustainability or fair trade.
5. Capture attention with videos
Note: This feature applies to Premium A+ Content.
Standalone video modules can be effective in helping customers understand how products look, feel, and function:
- According to a survey, 96.3% of customers say video is crucial for researching products.
- Customers who view videos are 3.6X more likely to convert than non-viewing customers.
It can be worth the investment to craft professional video content. Videos can bring products to life and cover complexities that might be difficult to convey through images and text alone.
See our Premium A+ Content Guide for more about videos
6. Explore product details with hover hotspots
Note: This feature applies to Premium A+ Content.
Interactive hotspot modules highlight different aspects of a product image with text. Customers can interact with products by hovering over hotspots and learning details about how the product solves a problem or fulfills a need. Design hotspots to engage customers and help them understand why a product is worth purchasing.
7. Do a deep dive with clickable carousels
Note: This feature applies to Premium A+ Content.
Carousels allow you to create a series of slides that customers can scroll through in order to learn more about your offerings. In Premium A+ Content, these features can span the entire page width with eye-catching visuals. Strategically pair copy with imagery to encourage customers to engage with the content, showcase various ways to use a product, or highlight other products in your catalog to upsell and cross-sell.
8. Reduce purchase barriers with Q&A sections
Note: This feature applies to Premium A+ Content.
Anticipate and address common customer questions with Q&A sections. By providing clear and comprehensive answers to frequently asked questions, you can help customers make educated purchasing decisions and reduce the likelihood of returns.
One way to craft Q&A sections is to consider the reviews you see and identify repeating themes related to product features, usage, compatibility, or any other relevant concerns. Then, provide answers to alleviate any doubts or resolve issues customers might have.
A+ Content examples to inspire you
According to research, 93% of customers consider visual appearance the deciding factor in a purchase. Here are some examples of A+ Content to inspire you.
Dokotoo
Dokotoo leads with A+ Content video modules to vividly show how the products could fit into a customer’s lifestyle. Paired with descriptive text, eye-catching images highlight key product features, followed by a sizing chart to help customers make selections.
Jackery
Jackery uses A+ Content to share special offers with customers and explain how the brand was founded to help nature enthusiasts enjoy the outdoors sustainably. Multiple carousels complete with lifestyle imagery allow you to grasp product benefits and capabilities at a glance. Then, you can do a deep dive into products with a specifications table, an FAQ section, and a comparison chart.
Uproot Clean
Uproot Clean presents a Brand Story module about how frustration with pet hair cleanup led to a line of cleaning products. A series of videos and carousels are followed by a Q&A section and comparison table to help answer customer questions about the brand and how to use items from this product line.
What is A+ Content in the Amazon store?
A+ Content (formerly Enhanced Brand Content or EBC) is a tool that Amazon sellers with registered brands can use to enhance product detail pages with imagery, videos, rich text, comparison charts, and more. The A+ Content Manager is located under Advertising in the Seller Central main menu and can help you showcase your products to customers.
You can combine A+ Content modules in layouts that appear under the “Product Description” heading on the product detail page. For instance, you can use templates to pair a single image on the left with text on the right, or three images with text.
Mix and match modules in order to:
- Highlight product benefits and features.
- Share details about product assembly and other important considerations.
- Break down purchase barriers by answering common customer questions.
3 Types of A+ Content
Basic A+ Content
Basic A+ Content is available to all Amazon sellers with a Professional selling plan who are enrolled in Brand Registry.
You can add up to five Basic A+ Content modules per ASIN. Choose from a variety of templates to design content that meets your needs by adding elements like:
- Text
- Images
- Your brand logo
- Comparison charts
- Technical specification charts
Some layouts have multiple images and one text block, or vice versa. For example, you can combine text-only modules and image-only modules to create balanced combinations that convey product features along with benefits, giving customers a complete understanding of your offerings.
Brand Story
You can complement A+ Content with Brand Story—a dedicated section on the product detail page under the heading “From the brand.” Brand Story can feature:
- Images and text
- Carousel displays
- Links to products you offer and the Amazon storefront you create for your brand
You can use the Brand Story section to create a cross-sell opportunity for your other offers, expand consumer knowledge of your brand, or both.
Other A+ Content isn’t required to create a Brand Story section for ASINs, but it can be persuasive to use Brand Story and A+ Content together to maximize your brand’s presence on the product detail page. For example, you can showcase your business and tell the backstory of your brand and mission, while reserving product-level information for Basic or Premium A+ Content.
Premium A+ Content
Premium A+ Content is available to registered brands that meet certain criteria. Log in to find out if you’re eligible.
Premium A+ Content expands your ability to modify the product detail page and craft a best-in-class customer experience. You can use up to seven modules per ASIN with Premium, which has a larger footprint on the listing page compared to Basic A+ Content.
Premium A+ Content also unlocks different module options:
- Larger images – Use visuals spanning up to the entire width of the page.
- Videos – Add video content such as integrated 720p videos to engage customers.
- Interactive hotspots – Add descriptive text over different areas you want to highlight on an image. Customers can hover over hotspot areas of an image and view the pop-up text with key product benefits.
- Navigation carousels – Carousels provide an interactive presentation, allowing customers to scroll or click through multiple images to learn about product features.
- Q&A sections – This module allows you to address frequently asked questions with detailed answers to aid customers in their decision-making process.
- Enhanced comparison charts and tables – Give customers a comprehensive understanding of product attributes.
Brands using Premium A+ Content may see up to a 20% increase in sales.
How to create A+ Content in 3 steps
Step 1. In Seller Central, navigate to the Advertising tab and click on the A+ Content Manager.
Step 2. To start creating A+ Content, you can either search for an ASIN or product name, or start creating A+ Content that you can add to ASINs later. Select the type of A+ Content you’d like to add (Basic, Premium, or Brand Story).
Step 3. Select one or more modules to build out A+ Content. When it’s ready, you can apply the content you’ve created to one ASIN, multiple ASINs, or across your entire inventory using the bulk upload feature. Simply use the bulk upload feature to apply the content across your full catalog.
Check your A+ Content for errors using the A+ Content tool’s preview option, which allows you to view desktop and mobile versions and see how the content will appear on mobile before submitting it for review.
Once you submit the content, it will go live after it passes a validation process. You can also return to the A+ Content Manager anytime to make edits. If you’re not ready to submit the A+ Content, another option is to hit “save as draft” and come back to it later.
A+ Content guidelines and restrictions
To ensure a smooth process and get A+ Content in front of customers as soon as possible, be sure to familiarize yourself with Amazon A+ Content guidelines. Here are some dos and don’ts:
- Substantiate awards or endorsements you reference with certifying body and year.
- Don’t include claims like “best-selling” or “top-rated” in your text or images.
- Don’t include warranty or guarantee information in text placements.
- Don’t include pricing, promotional, shipping details, QR codes, hyperlinks, directions to other web pages, or contact information.
- Avoid using low-resolution or animated images.
- Make sure you have all necessary rights for images, videos, and text you use.
- Never reference or compare products with competitors.
Use this list as a quick reference guide when creating A+ Content, and be sure to watch for updates in Seller Central on any guideline changes to help ensure the A+ Content you create is compliant and effective.
Learn more about Amazon’s A+ Content guidelines
Ready to dazzle customers?
You can use multimedia like high-definition photos and comparison charts to create an immersive ecommerce experience and help customers make informed purchasing decisions. In the Amazon store, adding A+ Content to product listings can be a great way to set products apart from the competition and increase conversions.
Whether you’re newly launched or already established with products in the Amazon store, you can use A+ Content to engage customers, introduce them to your business, and encourage new and repeat purchases.
