A+ Content
Overview and Purpose
A+ Content is a marketing tool available to brand owners on Amazon that allows vendors and sellers to enrich their product detail pages beyond standard descriptions. By providing enhanced product descriptions and brand storytelling, A+ Content aims to improve customer engagement and understanding of product features, thereby driving sales, increasing conversion rates, reducing negative reviews, and raising brand awareness.
Eligibility and Access
Only brand owners registered with Amazon Brand Registry or approved for specific programs (such as Launchpad) can utilize A+ Content. There is no fee for standard features, and content can be published to all ASINs owned by registered brands. Recommendations are available to prioritize high-traffic ASINs not using A+ Content.
Content Types and Features
Enhanced Product Description
- Purpose: Offers in-depth information on product features and uses, supplementing the main product detail page with additional insights to assist in decision-making
- Location: Appears in the Product Description section of the product detail page
- Format: Uses various modules, images, and text layouts to provide detailed insights into product features
A+ Brand Story Content
- Purpose: Educates customers about the brand’s history, values, and product lines
- Location: Found in the “From the brand” section
- Format: Utilizes a carousel format to enable brands to share their story and values
Content Creation and Management
Creating A+ Content
Creating A+ Content involves using the A+ Content Manager to select content modules, fill in text and image areas, and apply content to products by ASIN (Amazon Standard Identification Number). It supports multiple languages and includes the option for automatic translation to reach a wider audience. A key consideration is the utilization of alt-text for images, which aids in accessibility and searchability.
Important Note: A+ Content cannot be directly copied between different country accounts, requiring content to be recreated for each market.
Management Features
Editing
- Vendors can review and edit their A+ submissions post-creation by selecting the project, making necessary changes, and resubmitting for approval
- Image and text changes allow for editing within module text boxes and replacing images from the Media Library or via uploads
- Existing content remains visible until new content is approved
Duplicating Projects
- Create new versions of existing projects to apply different ASINs or names by duplicating content from the A+ Content Manager
ASIN Management
- Manual Addition: Vendors can incorporate new ASINs using the search bar
- Bulk Upload: Employ the Bulk Upload feature to manage large volumes of ASINs efficiently, enhancing the reach and application of the A+ content
- ASIN Removal: For content applied to fewer than 1,000 ASINs, manually remove ASINs; for bulk changes, generate and edit an ASIN report
ASIN Removal Process
To remove ASINs from an A+ project:
- Access Management: Navigate to the A+ Content Manager in Vendor Central
- Locate Project: Identify the project through the content table or by searching for the specific ASIN or product name
- Modify Content: Select the project, choose to suspend or edit content for specific ASINs
- ASIN Selection: Use the ASIN tab to either manually remove ASINs or generate and edit an ASIN report for bulk changes
- Submission and Processing: Submit changes for review, noting that updates may take up to 24 hours to reflect on the product detail page
Approval Process and Timeline
Review Timeline
- A+ content submissions may take up to seven business days for review, especially during peak times
- Expedited processing is currently unavailable
- Content revisions go through a moderation process upon resubmission
Publication Timeline
- Once content is approved, it may take up to 24 hours to appear on the product detail page
- Content only shows on pages in the language it was published
Handling Rejections
- If rejected, the reasons can be reviewed by clicking ‘Edit’ in the A+ Content Manager
- Any revisions must be resubmitted for approval
- Rejection reasons typically include violating A+ guidelines
Troubleshooting
- If approved content doesn’t display after 24 hours, check the applied ASINs for errors
- Technical issues may arise, and resubmitting can often resolve these
- If issues persist, contact Amazon Selling Partner Support
Content Guidelines and Compliance
A+ Content Guidelines provide specific instructions for developing text and images for enhanced product pages on Amazon. These guidelines ensure compliance with Amazon’s policies, and non-compliance may result in content rejection or product removal from the platform.
Image Requirements
- Quality: Images should be high-quality without watermarks
- Format: Correctly formatted (.jpg, .bmp, .png) with a resolution of at least 72 dpi
- Alt-text: Must accurately describe images to aid screen readers and improve accessibility
Text Requirements
- Grammar: Should be grammatically correct and written in the specified language
- Formatting: Free from excessive capitalization
- Claims: Particularly about awards or product effectiveness, must be substantiated with evidence and should exclude non-recent accolades
Prohibited Content
The following content is strictly prohibited:
- Warranty details
- Competitive comparisons
- Pricing references
- External links
- Guarantees
Best Practices to Avoid Rejection
- Use high-quality images
- Ensure text clarity
- Remove prohibited content such as pricing or guarantees
- Adhere to formatting requirements
- Provide accurate alt-text for all images
Benefits and Impact
A+ Content is designed to address common customer inquiries and highlight product benefits, ultimately providing several key advantages:
- Increased Conversion Rates: Enhanced product presentations lead to better-informed purchasing decisions
- Reduced Returns: By educating customers about products, A+ Content helps set proper expectations
- Improved Product Discoverability: Rich content enhances searchability and customer engagement
- Reduced Negative Reviews: Better product understanding leads to more satisfied customers
- Faster Buying Decisions: Comprehensive information helps customers make quicker purchasing choices
- Enhanced Brand Awareness: Brand story content builds stronger connections with customers
This proactive tool empowers vendors and sellers by providing comprehensive brand and product presentations, preserving the integrity and effectiveness of the A+ content as a tool for enhancing the customer’s understanding and engagement with the product.