|
Brand description with pictures and text, also known as A+ page. - It can make your product listing more attractive, concise and easy to understand.
- It can increase sales by an average of 10%. With the help of multimedia content, the originally boring product page can instantly become high-end.
- It can also build awareness of your brand among potential customers.
In this article, we’ll cover everything you need to know about creating A+ content, including its pros and cons, tips on how to optimize it, and reasons why your A+ content submission may be rejected.
First, let’s take a brief look at what Amazon A+ pages are?
Amazon A+ page is a picture and text version of the brand description. As the name suggests, it is a product description of the listing with pictures and text . It contains pictures, videos and layout, three factors that can help sellers increase sales by an average of 3%-10%.
Not all sellers can use A+ pages to polish their product detail pages.
So, what kind of sellers can use A+ pages?
Only third-party sellers and VC sellers registered with Brand Registry can use A+ pages . Different types of sellers can use different types of A+ pages. VC sellers can find and create A+ pages in Vendor Central > Enhanced marketing content, while third-party sellers registered with Brand Registry can find them in Seller Central > Enhanced brand content.
There are two types of EMC: - Basic A+ pages are free for all VC sellers;
- Premium A+ pages are only available if you join the Amazon High Seller Invitation Program.
The main difference between the two is the number of modules that can be selected and the number of modules allowed per page. There are 5 types of ordinary A+ pages and 7 types of premium A+ pages. Regardless of which one, sellers can choose to create it themselves according to the template provided by Amazon, or find a service provider to create it for them. Third-party sellers who have registered their brand on Amazon can use EBC to enhance product descriptions. Unlike VC sellers, private label sellers can only choose from the 5 custom templates that Amazon defaults to, or they can customize templates, using up to 7 modules per page. Each module must include the product logo, product description, and product features.
Currently, it is free to create an A+ page on Amazon. However, sellers have to consider the production cost of A+ pages, whether using in-house copywriters and photographers or hiring service providers to help you create them, it will cost a certain amount of money. Thinking of this, you may have such doubts: Is it really worth creating an A+ page?
The main advantages and disadvantages of A+ content
- Improve audience brand awareness: A+ pages can expand content, add brand stories to products, etc.
- Improve conversion rate and sales: The background and content of the product description page determine whether visitors can be converted into customers, and A+ pages help buyers make purchasing decisions.
- Give consumers a better understanding of the product: A+ content provides detailed product descriptions and product expectations, so customers are less likely to give negative reviews or return the product.
- Enhance competitiveness: The more detailed the product information, the more comprehensive the product description, the seller and brand background will make you more competitive.
- Indexed by Amazon: When consumers search on Amazon, your description may be indexed as long as keywords appear in it.
As shown in the figure below, a consumer wants to find a Nintendo game controller. He enters "Double-injected rubber grips". In the search results, products with descriptions containing the search term appear, even if their titles or keywords do not contain the search term.
Disadvantages of A+ Content
Although both VC sellers and sellers registered with brand registration may benefit from using A+ pages, EMC and EBC also have their own disadvantages. - Only available to senior sellers who join Amazon invitation program;
- Regular A+ pages are free, but premium A+ pages can cost as much as $500-1500/listing, or more.
- Sellers cannot guarantee that the A+ page listing they create will be effective or whether it will bring the expected results.
- This is only available to third-party Amazon sellers who have registered for brand registration. If you have neither registered for brand registration with Amazon nor are you a private label seller, you will not be able to create A+ pages.
- The selection of modules is quite limited. However, you can use five basic templates or create your own.
- Not included in Amazon's index. Consumers cannot search for your products through product descriptions.
- Subject to Amazon’s control and approval, applications are usually rejected, which can delay the release of your listing.
How to get the most out of A+ content?
As long as the seller is eligible to create an A+ page, they can create an A+ page for each product. However, even if the Amazon platform does not charge sellers, you still need to pay someone to design it for you. So if you don’t want to spend more money, then you need to have a good strategy.
Here are some product types that are suitable for creating A+ content without burning money: - High-priced and valuable products. These are the best-selling products in your store that can bring you the most profit. If they are also the best-selling products in your category, then creating A+ pages can greatly increase sales.
- Complex or high-tech products;
- Brand registered products;
- Products with high return rates or many negative reviews.
Once you have a plan, it’s best to create at least two A+ pages for each product to run an A+ split test, using different copy and module layouts to see which A+ page performs better.
The most common reasons for A+ content rejection
Some sellers are confused as to why their applications were rejected? What was the reason for the rejection? Usually, Amazon will process all requests for A+ pages within 7 working days. Immediate approval is almost non-existent, especially for A+ pages created by sellers themselves.
If your application is rejected, check to see if the following issues apply: - There is no brand logo. The brand logo is a necessary element.
- Low-quality product images. All images used for A+ pages must be high-definition.
- Product images are repeated. Consumers don’t want to see repeated similar images.
- Imitating Amazon’s images or logos;
- The listing contains company contact information, and it is prohibited to add company information to the product listing;
- The content contains satisfaction guarantee, money back, etc.; the content contains links to pages outside of Amazon;
- The content may contain soft violence. When writing copy, remember that potential consumers may come from different cultural backgrounds, so please remain neutral;
- Excessive promotion in content;
- The content includes positive customer reviews.
What should I do if my application to create A+ pages is rejected?
- The first step is to check your product listing and, if the score is too low, re-edit the entire A+ page.
- Then, check the SKU or ASIN of the product and make sure you have registered with the brand. Many sellers forget to check this detail before submitting, which will automatically reject it.
- If there is no problem with your product listing and the product, then contact Amazon customer service and ask for a specific solution. Customer service will give you feedback and suggestions.
Text ✎ Mary/ Statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained.
|
