A+ Content: Use playroom on Amazon in a target-oriented way

Many brand manufacturers ask themselves why they need A+ Content in addition to their optimised standard product detail page. The answer is obvious: it offers space for visually appealing, interesting and explanatory content on brands, companies or product applications.

Note: According to Amazon, A+ Content increases conversions by 3-10%.

Also, experience shows that product detail pages with illustrated features are both better accepted by end customers and more prominent in search results.

For vendors, however, it is difficult to determine whether the increased conversion rate actually results from A+ Content. factor-a is currently testing the extent to which A+ Content influences it. Of course you can get the latest test results on our website.

What is A+ Content?

A+ Content is an extension of the standard product description on the product detail page. The area consists of images and text. There are different, freely selectable templates to choose from, which can be flexibly combined in the Vendor Central according to the modular principle.

Example A+ Content
Example of a product detail page with A+ content (Source: Screenshot amazon.co.uk)

 

Sellers with a registered trademark also have the option of expanding their content. This option is called Enhanced Brand Content (EBC).

5 Reasons why Brand Manufacturers benefit from A+ Content

A+ Content not only supports a high-quality brand presence on Amazon but can also have a positive impact on sales. And the best part? It’s free!

Benefit from these and other advantages by using A+ Content:

  • Target-oriented product description
  • Promotional content
  • Increased conversion rate
  • Google indexation
  • Cross- & up-selling

Targeted product description
The standard content of a product detail page is mainly used for product-oriented information. In contrast, A+ Content targets previously defined corporate goals and focuses on a target group-specific approach. A targeted product description with illustrated features is an important criterion for an intuitive purchase.

Sales-activating content
A+ Content offers scope for explanatory, appealing and interesting texts and illustrations. The number of characters for explanatory texts increases drastically, depending on the template, you can use up to 1000 characters. In comparison, title and bullet points are limited to 200 bytes. This provides plenty of space for creative and interesting details about the product, the brand or the company itself.

Attention: If there is too much text, the product detail page will quickly appear overloaded. So before you create it, consider exactly which information is relevant for the Amazon user and work out a suitable concept.

Conversion Rate
If the A+ is optimally targeted, your conversion rate should increase. This can have a positive effect on visibility in both Amazon and Google searches. Brand manufacturers can achieve better rankings and more sales.

Google indexation
It has been observed that A+ Content is not yet indexed by the Amazon A9 algorithm but is indexed by Google. A+ Content can, therefore, include additional keywords that could not be placed in other places, such as titles, bullet points, product descriptions or in the backend. Product groups with stricter rules benefit in particular from this. For example, bullet points cannot be uploaded for items such as washing machines or media.

A+ Content offers vendors the advantage that Amazon product detail pages usually appear in the top places in Google search results for transactional search queries. Ideally, this means additional traffic and visitors who might not have landed on the product page without A+ Content.

Attention: Not all content leads to a purchase. If, for example, an external user Google searches for “Gin recipes”, it is questionable whether an A+ template with Gin recipes encourages him to buy a product. After all, the search query tends not to indicate a specific purchase intention.

Cross- & up-selling
One of the selectable A+ templates contains a cross- and up-selling table. This chart offers vendors the possibility to present their own product portfolio on the product detail page. Outside the A+ Content, the retail giant places products independently. These placements can occur in the form of purchase recommendations or ads on product detail pages.

 

Example Cross + up selling table
Example of a cross- & up-selling table on a product detail page (Source: Screenshot amazon.co.uk)

 

Brand manufacturers can present up to six complementary or higher-priced substitutive products. These are offered in a targeted and effective manner – with the aim of increasing the value of the consumers shopping basket.

Supplement your product description with A+

A+ Content serves as an extension to standard content. It aims at improving the strategic orientation of a brand. Supplementary functions of the A+ Content are:

Strategy focus The company’s objectives lie in different areas. It’s important to define beforehand which goal is to be achieved by the A+ Content. Companies can focus on assortment, brand, lifestyle, product or target group.
Deeper product understanding A+ is used to prepare product USPs eloquently and attractively. Depending on the product group, a more comprehensive explanation of the product features or functions is required.
Brand presence Also, Corporate Identity (CI) is promoted by the use of A+ Content. The aim is to create brand trust and recognition value. The integrity of the brand positively influences the product trust of the customer.
Cross- & up-selling Brand manufacturers have sovereignty over the products they offer. Sophisticated cross- and up-selling ensures a sales-promoting presentation of the own product portfolio to potential buyers.
Space for creativity The more informative, compelling and convincing the content of A+ is, the more interesting it will be for Amazon users. The emotional presentation of the contents arouses interest in the product and brand on the part of the customer – an intuitive purchase is encouraged.

 

With factor-a you benefit from years of brand expertise, Amazon-specific know-how and 2000 successfully implemented product detail pages with A+ Content. Talk to us!


Katharina-Lurz

Katharina Lurz
Team Lead Brand Content
news@factor-a.de

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