What is Basic Amazon A+ Content?

Amazon Basic A+ Content is advanced content that allows sellers to add multimedia elements and enriched product descriptions beyond the standard text-based format, helping to create a more immersive and persuasive shopping experience on Amazon.

Using basic A+ content you can showcase your products and tell your brand story by adding enhanced images, customised text placements, and shoppable product comparison charts.

There are 3 types of A+ content on Amazon:

1. Basic A+ content: Elevate your product descriptions and highlight key features with images, customized text placements, and shoppable product comparison charts.

2. Premium A+ content: Offer more engaging and informative product listings by adding larger images, videos, interactive hotspots that allow customers to hone in on product features, clickable image or video carousels, question and answer (Q&A) modules, and shoppable product-comparison charts.

Here’s everything you need to know about Premium A+ content.

3. Brand story: Share your brand’s story, values, and mission across all your product listings. Located under “From the brand,” your story can also help drive traffic to your brand by offering links to your Amazon Brand Store and other products in your catalogue.

What features does Amazon Basic + Content include?

Create an immersive experience for shoppers and amplify your brand with the Amazon A+ content features. Here’s what is included:

1. Enhanced product descriptions
Enhanced product descriptions allow sellers to go beyond the basic text format to include more detailed and engaging narratives about their products. This can include stories about the brand, the product’s origin, or its unique selling points.

2. High-quality images and multimedia
High-quality images can capture customer interest more effectively than text alone. These visuals help to highlight product features and benefits dynamically.

3. Comparison charts and tables
Comparison charts and tables allow potential buyers to easily compare different products or variations, facilitating quicker and more informed decision-making.

4. Additional product details and specifications
Providing comprehensive product details and specifications helps to answer any questions a customer might have, reducing uncertainty and enhancing trust.

Eligibility and Requirements

To use Amazon Basic A+ Content, sellers must be registered with the Amazon Brand Registry. Additionally, they need to adhere to Amazon’s guidelines and content requirements, ensuring that all information is accurate, relevant, and compliant with Amazon’s policies.

What are the benefits of using Amazon A+ Content?

The easier you can make it for customers to click add to cart the better, and you can do this with Amazon A+ content as it gives more details for customers about the product. But! That’s not all:

1. It can increase your conversion rates by 8% according to Amazon. It’s not a magic growth hacking technique that will 100% get you results, you should use it in conjunction with great Amazon PPC campaigns, optimised listings etc
2. You can demonstrate better your product’s unique selling points with extra information and imagery.
3. The more informed you are, the better purchasing decisions customers make which in turn means that they will be less likely to make a return and give good feedback.
4. Using video, comparison charts and interactive elements increases customer engagement.

How to set up basic Amazon A+ Content

Step 1: Log in to your Seller Central account or sign up as a seller. Make sure you have a Professional selling plan so you can use A+ Content.

Step 2: Enroll your brand in the Brand Registry.

Step 3: Create your content

Hover over Advertising in the Seller Central main menu, then click A+ Content Manager. From the A+ Content Manager page, click Start creating A+ Content and select the content type you want to create.

Step 4: Once you’ve created your content, click Apply ASINs to select the products you want to apply it to and then click Apply Content.

Step 5: Submit content for review! Amazon will review your content within 7 business days.

How to enhance your product listings with Amazon basic A+ content

1. Strike a balance with text and photos

Text and images are a power couple when conveying unique selling points to customers, but use them wisely.

Text tips: Use short, concise copy free of grammatical mistakes. Be descriptive and include bullet points to keep text easy to scan.

Photo tips: We’ve said this a million times – include high-quality product photos as well as lifestyle imagery showing items in action. Photos should always be clear, visually appealing and showcasing different angles so customers can get the full picture. Use models when necessary to show a product either being worn or in use.

Mobile tip: 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 follow image dimension requirements for high-quality results.

2. Include technical specifications for informed decisions

The technical specifications module can be useful if you want to share granular details about a product.

If you think about the customer’s perspective and what features and qualities they will be considering when purchasing, you can include that.

Things like technical specifications – weight and dimensions, battery and plug type etc.

3. Upsell or cross-sell with comparison charts

This is a nifty module that you can add to compare your products as an opportunity to upsell or cross-sell bundles and you can display product information such as model type, dimensions, and other features.

Say you are selling an LED light for a mobile phone. You have two versions of the light, one that is 60 LED and the other that is 90 LED. You might want to include both products in a comparison chart and list the features and capabilities each has so customers can make an informed decision about which is better for them.

Here’s an example of what a comparison chart module can look like in Basic A+ Content in action from one of our clients:

4. Tell your story to leave a lasting impression

Storytelling is a powerful marketing method, using the Brand Story feature can help you captivate your audience and create an emotional connection with your brand.

Share the story behind your brand, your values and your mission. Highlight how your product solves particular pain points and create your brand narrative. Ensure that your brand story is consistent with all of your other marketing channels including your website.

Pssst: don’t make these mistakes when implementing basic A+ content.

1. Overloading content with unnecessary information

Try not to clutter your listings and product pages with a tonne of information. If your product doesn’t need a lot of explanation, then keep it simple. You don’t need to use all the modules available to you. Focus on the most critical details that will help customers make a purchase decision.

2. Neglecting to update content regularly

Regularly update your content to ensure it remains accurate and relevant. Outdated information can lead to customer dissatisfaction and increased returns and you don’t want that.

3. Ignoring Amazon’s guidelines and requirements

You gotta play by the rules unless you want to get hurt! The rule of life, ok a bit of a digression there but essentially if you don’t follow the rules Amazon will penalise you, so it’s best to stick to the guidelines.

Our thoughts

We love Amazon Basic A+ Content! It helps brands tell their story at the same time as highlighting the main features/benefits of the product to enhance their unique selling points.

You can increase your conversions by up to 8% by using the Amazon Basic A+ content modules – along with other tactics like Amazon PPC campaigns – and help customers make informed decisions with the comparison chart module and technical specifications, reducing the risk of returns in the process.

If you don’t utilise these extra modules we highly recommend you start now! If you need any help, don’t hesitate to reach out to us and we’ll walk you through it.

Who we are

We aren’t your typical agency. We truly partner with the brands we work with; your success is ours. We bring creativity, enthusiasm, and innovation to every brand we partner with. We aren’t afraid to tell you what’s wrong, and we will always share what can be done better. We strategise together: We are consultants, advisors and Amazon experts here to help you on your journey. Our expertise is an extension of your team; we are your Amazon partner.

Want to get in touch? Send us a message or book a call.