What is Amazon A+ content?

You can think of it as a product page on steroids. It offers much more detail, and marketability, than a typical page.

In other words, Amazon A+ content gives you a competitive advantage. That extra bit of marketing could make all the difference on an e-commerce platform where the competition is nearly cutthroat.

Here's what you need to know about A+ content.

You Have to Sign up for It

You don't gain access to Amazon A+ marketing by default. If you want to take advantage of it, you'll have to sign up for the program.

When you do, you'll have access to HTML premium content that you can use to promote your products on Amazon. According to the e-commerce giant, A+ content can increase your sales on an average from 3 to 10%.

How does it do that? Because it gives you, the seller, the opportunity to better communicate the benefits of your product.

You Have a Couple of Options

If you decide to pull the trigger on A+ content, you have a couple of options: self service modules or Amazon-built modules.

With self service modules, you'll be expected to provide all content and ad copy. It's probably the best program to select if you have a background in marketing.

Keep in mind that with self service modules, you can choose from Basic, Silver, Gold, and Platinum options. Each option has a flat fee that, currently, can cost as much as $400.

Also, if you go it alone with a self service module, you could be doing more than you realize at first glance. For example, you might have to design the Review and Add to Cart workflow. If that's not your cup of tea, then consider letting Amazon do the building for you.

When you let Amazon build your A+ content, you'll still need to supply content and photos. From there, Amazon will select the design and layout of the page.

Of course, there's an additional cost to letting Amazon do all the heavy lifting. You'll spend about three times more than you would with a self service module.

As a vendor, though, you do get to select from several different options, including Standard and Advanced. Usually, vendors select the Standard option if they're marketing a product with multiple image shots or numerous capabilities. They choose the Advanced option for a product that needs to show comparison charts.

How to Submit an A+ Detail Page Request

If you're sold on the idea of creating an A+ detail page for one or more of your ASINs, just follow these steps.

1. Log on to Vendor Central as you normally would.

2. Hover over "Merchandising" in the top bar menu and select "A+ Detail Pages" from the dropdown that appears.

3. Select whether you want "Self service modules" or "Amazon builds for you" from the page that appears. Remember, you can let Amazon build the A+ content for you, but you'll pay a hefty fee for that service. For our purposes, we'll go with self service.

4. After you click on the self service option, you'll open a page that will ask you to enter an ASIN. Enter the ASIN of the product you'd like to promote with A+ content.

5. Next, you'll need to name your project. You'll see the field where you do that in the middle of the screen.

6. Click "Continue."

7. Now, it's time to build your layout style. This part can actually be fun as you select from a multitude of styles that you'll use to promote your product. It's easy to select the style you want because all you have to do is click on your favorite option, drag it to the design page, and drop it where you want it to appear.

8. Once you're happy with your style, click "Continue."

9. On the next page, you'll need to upload your images and content. Remember, use only the highest quality images to promote your product. Also, make sure that your content emphasizes the benefits, and not the features, of your product.

10. When you're done with all your uploading, click on the "Preview" button. You'll see your A+ content exactly as a customer would see it. If anything looks out of place or you'd like to rearrange some content, now is the time to make the necessary changes.

11. Once you're happy with your preview, then you're done.

Congratulations! You've created your first A+ detail page.

Test It

You should treat A+ content the same way you treat other aspects of online marketing. That is, you should test it.

After a while, see if your sales really do increase 3 to 10%. If so, then ask yourself if the additional cost is worth it. If the answer is "yes," then start running some more A+ content.

Also, experiment with different layouts, images, and styles. See which combination works best and use that to maximize your sales.

Published on: Feb 13, 2017