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Amazon sellers spend a lot of time thinking about listing optimization. That makes sense because to succeed on Amazon’s crowded marketplace, sellers need their ‘A’ game.

I’m talking about Amazon A + Content.

Amazon A+ Content is one of the best ways to build your brand, boost conversion rates, and acquire a higher ranking on Amazon SERPs (Search Engine Results Pages).

Because it’s not a required part of an Amazon listing, it’s often overlooked. It’s just not on the radar of many sellers.
Amazon A+ Content used to be known as Enhanced Brand Content (or Amazon EBC), and was introduced to sellers in 2016. The premium content feature was designed to allow Amazon Brand Registered Sellers to level up the creative value of their listings through enhanced images and text placements.

Even though Amazon has said that on average, A+ Content helps increase the overall sales of a product by up to 10%, the results of an Amazon listing fully optimized to include A+ Content is probably much greater than that. 

Amazon A+ Content improves sales by enhancing the product description with scannable text highlighting the features and benefits of your products. This means it can appear in Google search results. 

Most importantly, the increased sales helps leverage sales velocity, one of Amazon’s biggest algorithm multipliers. 

What is Amazon A+ Content?

As shown above in the screenshot, A+ Content is a premium content feature that allows sellers to craft high-quality Amazon creative assets for their Amazon listing using rich texts, videos, and images. Amazon A+ Content is part of a unique set of built-in creative tools in Seller Central and is available for brand-registered third-party sellers and all vendors. 

Even better, it’s free! 

Without it, sellers are limited to 2,000 characters and can’t add any imagery or graphics to the content itself. The following screenshot shows how uninspiring a block of text can be.

Where Does A+ Content Appear on Amazon?

A+ Content appears under the Product Description section on an Amazon product detail page. When you create A+ Content, it takes the place of the regular text product description.

What Does Amazon A+ Content Look Like?

Short answer? Just about anything! Amazon A+ Content can be customized to your specific creative needs. You can add images, large infographics, and descriptive text to tell a story and craft the overall look and feel of your brand store.  

Take a look at the screenshots below to see why Amazon A + Content is preferable to a simple product description. 

Who is Eligible to Create Amazon A+ Content?

To begin with, you’re going to need Amazon brand registry. 

In order to take advantage of A+ Content, your brand needs to be registered under Amazon’s Brand Registry Program. For more information, visit Amazon’s eligibility page.

What is Premium Amazon A+ Content?

A++ (that’s two plusses!) Content is a premium version of A+ Content available to Brand Registered sellers. It allows you to use differentiated content such as video, interactive hotspot modules, image carousels, and enhanced comparative tables. 

In August 2022, Amazon announced that Premium A+ would be available on Seller Central during a promotional period to use for free. Premium A+ Content was previously available only by invite for brands using Vendor Central and could cost upwards of tens of thousands of dollars per product. 

The most impactful features of Premium A+ are:

• Video
• Full-width imagery
• More space
• Clickable Q&A
• Interactive comparison charts
• Carousel modules
• Mobile-friendly and voice-friendly product pages
• Testimonials

Who Can Use Premium A+?

According to Amazon, you’re eligible for Premium A+ Content if:

1. You have already published A+ Brand Story to all ASINs within your catalog that you own. You can confirm this by accessing the A+ Content Manager and searching to see if you have created and published a project. 
2. You have had at least 15 project submissions of A+ Content that have been approved within the past 12 months. 

Amazon says that, “Access to Premium A+ features will be available to 3P Brand Owners at no cost during our promotional period for all ASINs registered to their brand. If we announce a fee for Premium A+ Content, 3P Brand Owners will be given the opportunity to opt-in for a fee. We will not charge any fees without your consent. Currently, we have not determined an end date for the promotional period or a fee structure.

What Are the Benefits of Amazon A+ Content?

A+ Content isn’t just a great way to increase the likelihood that a single product will sell, it’s perfect for cross marketing and brand building. 

A+ Content also gives you the ideal opportunity to really explain how your product works, and what exactly the customer can expect when they open the package. By being able to do that, you’re helping customers make more informed purchasing decisions, leading directly to a reduction in returns and negative reviews. 

It also helps you to grow brand awareness and creatively tell the story behind the product to build a loyal customer base that’s the foundation of a lucrative repeat business model. 

Creating A+ Content

If you’ve seen an advertisement for the Squarespace website building app, Amazon A+ Content will seem familiar. It mirrors the Squarespace system of using “blocks” of content to assemble a site, or in this case an Amazon listing. 

Getting started with A+ Content is easy. Simply navigate to the A+ Content section in the window corresponding to either Advertising (for sellers) or Merchandising (for vendors) and follow the instructions.

Once there, you’ll see that there are 15 different modules available. Using the modules you can blend the creative components to create the look and feel that suits your brand. 

Amazon’s A+ modules include:

• Full width images: Perfect for lifestyle photos of the product in use.
• Smaller single images (mixed with text): These (along with a number of other A+ Content pages blending text and images) are a great way to explain features and make sure the shopper knows what they’re buying.
• Multiple smaller images: The multiple image modules are ideal for highlighting product features in groups.
• Comparison chart: Have competition in your niche? Who doesn’t? These are a good way for you to show the shopper why your product is the one to click. 
• Text: Two modules featuring full-width plain text, including both product description and standard text.

Using Artificial Intelligence to Enhance Amazon A+ Content

AI-powered tools have emerged to streamline the process of creating A+ content, offering automation and optimization at scale. Here’s how AI can help sellers create better Amazon A+ Content more efficiently.

AI-Powered A+ Content Generators

AI-powered tools from companies like Zikhara and Sivi AI are helping Amazon sellers create optimized A+ Content by automating the process and ensuring it aligns with Amazon’s guidelines. 

These platforms allow sellers to quickly generate polished descriptions, visuals, and creatives, saving time and effort. Zikhara handles content creation in minutes after sellers submit product details, while Sivi AI generates multiple A+ creatives using a combination of product features and brand assets, ideal for testing variations. 

You can also do what increasing numbers of top Amazon sellers do and use an Amazon agency like Canopy Management that blends AI capabilities with skilled designers, photographers, and videographers for enhanced, high-quality content creation.

Amazon’s Own AI Initiatives

In addition to third-party tools, Amazon itself has introduced generative AI capabilities to assist brands with A+ Content creation. These tools are designed to streamline production and make it easier for sellers to enhance their product detail pages.

Streamlined Production: Amazon’s AI tools help sellers produce high-quality content more efficiently. Brands can input key product details, and the AI generates compelling product narratives that emphasize unique selling points and benefits. This allows sellers to create content that is both engaging and SEO-optimized.

Image Generation: AI can also generate captivating imagery for A+ Content. By analyzing product information, it creates backgrounds and scenes that highlight a product’s features in visually appealing ways. This is particularly useful for lifestyle images, which often require more creative input.

Content Creation: Amazon’s AI tools can generate narrative content based on descriptive product terms. For example, sellers can provide a few key details about their product, and the AI will craft rich, detailed descriptions that capture the essence of the product, making the listing more attractive to potential customers.

Video Content Generation

Amazon has also launched a new AI-powered video generator. This tool enables sellers to create custom video content using just a single product image. The AI analyzes the product and automatically generates videos that highlight key features and benefits, making them ideal for product advertisements or enhanced content on product detail pages. 

How to Optimize Your Amazon A+ Content

As we’ve written in a previous blog post, Amazon is perfectly happy if everyone is a little bit successful. They’re going to get paid one way or the other. However, an individual Amazon seller is uniquely focused on the success of their own product. As an Amazon seller, you are in COMPETITION with the rest of the sellers in your niche. 

Fortunately for you, a lot of Amazon sellers don’t take the time to do the one thing that ultimately makes the biggest difference to their success as eCommerce sellers: Amazon listing optimization.

Amazon SEO Optimization is where you can separate yourself – and your brand – from the rest! 

Don’t Forget About Your Regular Product Description 

Remember that your A+ Content is not indexed by Amazon. Make sure to fully optimize your regular product description. Even though it doesn’t show up, it’s necessary for indexing purposes. 

Tell a Story

Take your customers on a journey. Anticipate their questions and answer them (unasked) in the copy. Build your brand by making sure that shoppers know that there’s a real human behind the product, it’s not just an impersonal Amazon ASIN. 

Be Clear About Your Product’s Benefits 

This is where you are able to take full advantage of the multiple modules available to detail why your product alone is the one that shoppers should choose. Do your competitor research to understand what’s being said and promised. Make sure that there’s a clearly identified reason shoppers choose your product over theirs. 

How Canopy Management Can Help

Amazon’s marketplace is designed for shopping. That’s why it’s in Amazon’s best interest to quickly connect shoppers with highest-quality products to fit their needs. Amazon listing optimization is how that’s going to happen. By fully optimizing your Amazon listings you are putting your products right in the middle of an enormous Amazon bullseye! 

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts. When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation