“The A+ Content feature enables brand owners to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding A+ to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.” – Amazon
Amazon’s Enhanced Brand Content (or EBC) is now known as A+ content and as Amazon describes it, it can help increase conversion, traffic and sales when used effectively.
It’s an incredible tool that, combined with good planning and design, can help you get to the top of the Amazon search rankings.
Before We Start (You Need Brand Registry)
We should probably start with the fact that if you don’t have Brand Registry yet on Amazon then you should take care of the first. Without it you won’t be able to access the type of Enhanced Brand Content available in the A+ content manager.
To get brand registered you can check out the amazon page on what you need.
Of course, if you don’t have your trademark officially registered in your country then that’s going to be the first step. For trademark advice you can reach out to our friends at Merritt & Merritt for help getting registered or a consultation.
While we’re at it we should also clear up the difference between A+ content and EBC (Enhanced Brand Content) as it can get quite confusing if you’re not used to it.
EBC vs A+ Content (What’s the Difference?)
There is none.
Well, at least not anymore. That’s because Amazon Enhanced Brand Content is no longer offered.
It used to be the Seller Central version compared to Vendor Central’s A+ Content (read: What’s the difference between Vendor and Seller Central) but now it’s all called A+ Content.
At the end of the day there is no difference anymore and we can use the term “Enhanced Brand Content” to describe what A+ content is as it is pretty descriptive of what it does.
Note: we’ll be using the terms around A+ and EBC interchangeably.
It’s All About Branding (Amazon Brand Management)
Rolling out Enhanced Brand Content on Amazon is all about the branding and if you want to be successful on Amazon these days then you need to make sure your strategy for Amazon Brand Management is sorted.
“Make sure your strategy for Amazon Brand Management is sorted”
It helps in two key areas around brand management, establishing your values and building trust with the customer.
Communicating your values to customers is a key benefit of using Amazon EBC.
This is important because enhanced brand content is your opportunity to tell your brand’s story. It’s a chance to show off what makes you unique and it’s a place to express the values that align with your customers’.
See this great example below from our article on A+ content examples for food brands:
With Enhanced Brand Content Amazon has given you a tool to earn the trust of the customer. With more content comes the appearance of more professionalism. Customers are always looking at a product and deciding whether or not it’s safe to purchase from this company.
They’ll be asking themselves questions like:
- Is this a reputable company?
- Is this product good quality?
- Will I get ripped off?
The A+ content section is where you answer these questions. It’s much more than the unprofessional block of text that the description gives you.
A+ Content Looks Great on Mobile
There’s no doubt about it, Enhanced Brand Content looks good on mobile and Amazon knows it. That’s why they put A+ content up front and center.
People using mobile devices are used to scrolling up and down to view images and read content, but your images are all hidden away at the top where the customer must swipe left, right & zoom to see them. It’s not a seamless experience and leads to lost sales.
Amazon is working to solve this issue in a number of ways and featuring your A+ content is its core strategy. That’s why it’s so important to design mobile first when you’re putting together your graphics and structuring your A+ content.
Increased Conversion -> More Sales
Enhanced Brand Content doesn’t just look good on mobile. It has a tangible effect on the bottom line.
The A+ Content section allows you to engage the customer with beautiful imagery which keeps the customer on the page consuming more information about your product.
And if you’ve done a good job and have quality traffic then this increased time spent on your listing will lead to an increased conversion rate.
An increased conversion rate leads to a greater % of sales for your traffic which then boosts you up the Amazon search results page, thus getting you more traffic.
This is the amazon flywheel.
A+ Content Can Lower Your Ad Costs
And increased conversion doesn’t just get you more sales organically, it gets you more sales with your advertising as well.
If you have well-structured and refined ad campaigns, then any work you do to increase your conversion rate should have a positive impact on your ad performance.
That positive impact will show up when your increased conversion lowers your ACOS which in return increases your ROI.
Increase Your Traffic Too!
Increasing your sales rank (BSR) is not the only way you will get more traffic to your listing on Amazon. A+ Content will also have you showing up in more searches too!
Now this can be somewhat controversial as Amazon says it doesn’t, but we’ve seen evidence to suggest that the text in your A+ Content indexes on Amazon.
This means that everything you write and the alt text in your images is more opportunity to index for more relevant searches that (with your increased conversion) should get you more sales.
Protect Your Investment
Putting together an Amazon listing is a lot of work.
You need to:
- Do extensive keyword research
- Write professional copy
- Get professional photographs
- Design professional graphics
- And then do everything to get the product onto Amazon
But after all that time and money spent it still only takes one bad review to tank conversion and take down your entire listing.
That’s why it’s so important to communicate what the product is and isn’t for with your A+ Content. With good design and structure, you can provide context for your product to the customer.
If you have food, you can show a recipe.
If you have a tool, you can show all the ways to use it.
Have a complex product? You can dedicate several sections to showing how to use your product.
All of this work helps provide context to the customer that can create a better customer experience, fewer returns and mitigate any potential bad reviews from a customer who is upset it’s not what they thought it was.
To conclude, Amazon’s A+ Content is a tool to enhance your brand’s image with beautiful imagery and well-structured content.
Here are the key takeaways from this article:
- It’s front and center on mobile (so design for it)
- It’s an excellent branding tool
- It provides you an opportunity to really show off your product
When done right, Amazon Enhanced Brand Content (A+) will increase conversions, lower your ad costs and increase your sales. If you’re serious about selling on Amazon then it’s vital for you to invest in this part of your listing in order to remain competitive.