As one of the most popular online marketplaces, Amazon offers sellers the opportunity to reach more than 197 million monthly users from around the world.
On Amazon, there are so many categories. But not all the categories have a good selling command. If we particular the category, then Amazon has 36 types of categories with more than 25,000 sub-categories. Among these, the Home & Kitchen category has top-selling records. The sales percentage is 32%.
Brands can highlight the unique selling points of their product line using A+ content. And for brands selling in highly competitive Amazon categories such as Home & Kitchen, quality A+ content can be the difference between success and failure.
This begs the question – what makes good A+ content? Unlike other parts of the Amazon ecosystem which have more of a standardized format, A+ content is more of a ‘choose your own adventure’ tool which gives brands the freedom to replicate marketing material they have created for their e-commerce website on their Amazon listings.
Below we have shared some guiding principles from some of our optimization projects that will improve your A+ content and improve your traffic conversion metrics. Read on to learn more!
A+ CONTENT : USER EXPERIENCE
A+ content caters to the more discerning online shopper, someone who wants to learn as much about your brand and product line before making a purchase decision. Therefore, to make the biggest impact with their A+ content, home & kitchen product brands need to get very familiar with the Amazon shopper user experience.
Before they get to your A+ content, the great majority of customers will see the title, variation options, and product images displayed in the conventional Amazon format at the top of the page.
Buyers will then reach your A+ content after scrolling past a block of Sponsored Product adverts. Remember that a lot of prospective customers will be eager to read the product reviews that display at the bottom of the page, so you should try to catch their attention with your A+ content. An effective technique to achieve this is by placing a large banner in a vibrant color & design elements at the top of your A+ content.
A+ first banner
HIGHLIGHTS PRODUCT FEATURES BY ICONS IN A+ CONTENT
People are now more comfortable shopping online than offline to save time. By using icons in A+ content, product features can be highlighted very easily. Through this, it is possible to easily attract the attention of the buyer.
icons module
GIVE A SHORT BRIEF ABOUT THE PRODUCT
Ultimately there is no ‘right’ or ‘wrong’ way to construct a block of A+ content. The flow of content should depend on the specifics of your brand and product line. One beauty brand may choose to lead with their mission statement, while another may choose to wedge it right in the middle of their A+ content.
The guiding UX principle for all should be that your A+ content should be telling a mini-story within your Amazon product listing. And the ending of that story should involve the customer adding your item to their cart!
LIFESTYLE IMAGERY FOR A+ CONTENT
Home & kitchen product brands should use lifestyle imagery to target specific customer segments. A happy person’s face is the best way to bring a product listing to life, and when used skillfully, lifestyle imagery has a powerful motivational quality. You are essentially letting each browsing shopper know, these are the type of people who will love our products the most, and this is how our product will improve their lives. Add an eye catchy headline and subheadline. It will help customers to know more about the product.
So be bold! Liven up your A+ content just like you would a double-page ad in a glossy magazine.
DESCRIBE FEATURE POINTS IN A+ CONTENT
Product feature points can be described very easily through this module. In this module you can use 3 beautiful images in accordance with headline, sub-headline.
END WITH AN LARGE BANNER
You can end with a large banner for a nice sequence throughout the A+ content. You can use a lifestyle image on the banner. You can also use a nice headline & sub-headline. Add some design elements without keeping the banner simple.
It is not important to follow this pattern. The design is entirely up to you, what you want to emphasize, and how you want to present it.
Conclusion
So, these are some of the points that are important for Amazon A+ content. But that’s not all. There are so many ways that are needed to know. We will give you more information and tips in the future. So be with us. If you find this information useful, please comment, like, share and be with Ecomclips.
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