How to Navigate A+ Restrictions on Amazon
We've had countless conversations with clients about the importance of product image libraries. Using a variety of image types is one of our biggest suggestions to ensure they're eye-catching and informative. However, creative efforts on Amazon go far beyond image libraries. Strategic design spans the channel's entire ecosystem including A+ content, Stores, and more. In this blog post, we share more about A+ restrictions on Amazon. And while it's not inclusive of every restriction, we share our most common observations and provide insight into how to overcome challenges to put your best design foot forward.
Some Categories May Face More Restrictions
There's a list of categories that Amazon pays closer attention to than others. Whether they're subject to stricter guidelines or restrictions, it's due to the nature of its products. Amazon has a great level of responsibility to ensure products are safe and follow laws in place to protect consumers. Some examples of these categories include health, nutrition, and automotive products. In general, if a product makes claims such as having organic ingredients, antibacterial properties, or containing chemicals, it has a greater probability of being flagged.
At MPS we've noticed this more with clients that compete with brands that sell over-the-counter medicines. In these situations, we’ve learned how important it is to maintain updated and accurate documentation of any claims made by a client’s products. This way, design strategists can reference proof of the claims with a small asterisk, and improve the chances A+ content is approved by Amazon.
Be Careful When Choosing Keywords and Making Claims
When thinking of a keyword strategy, it's understandable for one to assume this only applies copy or SEO optimizations. However, MPS design strategists consider a brand's keyword strategy in their efforts to ensure A+ content follows the same framework as the rest of a product detail page. In fact, many of the restrictions for product titles, bullet points, and product descriptions also apply to A+ content.
Including keywords that make major claims or 'guarantees' can result in A+ content being rejected. Similarly, cost-related language that positions a product as less-expensive can result in the same consequences. Avoid keywords like 'free', 'cheap', or 'limited-time offer'. These phrases are subjective and could be considered misleading and will be flagged by Amazon.
Modesty Outperforms a Boastful Approach
While it's not necessarily a 'best practice', MPS believes it's better to be modest and factual in your A+ content. Rather than bragging about a product compared to competitors, we allow our creative expertise and products to speak for themselves. We have found this approach positively impacts performance and reduces the risk of A+ content being rejected.
With this in mind, it's important to avoid stating a product is '#1' or a best seller. Even if a product is a top seller in its category, Amazon will recognize it with a Best Seller, Amazon's Choice, or similar badge.
Amazon Stores Have Similar Restrictions
As we mentioned earlier, restrictions apply to more than A+ Content. Amazon Stores face similar restrictions and promotional language is usually flagged more often when submitted a Store's creative. Anything that mentions a deal, promotion pricing, free shipping, or verbiage along those lines could be rejected. Stores have a featured deals module to encourage brands to follow guidelines and promote said deals to Amazon's liking. For brands that would prefer featuring products without using this module, terminology such as ‘marked down’ or ‘markdowns’ has been successful. Amazon also recommends including a ‘Featured Products’ page and MPS has seen great performance through this approach.
A+ content is worth investing in because of its many benefits. It’s known to increase conversion rates, reduce return rates, decrease ACoS, and more. Stores have also proven worthwhile. According to Amazon's recent Store Optimization training, linking advertising to Store pages results in 28% more sales than linking to a product detail page. It's all about successfully navigating restrictions, following guidelines, and supporting your brand with creative knowledge and experience.
Although restrictions can be frustrating, patience is key. This is easier said than done, but when brands invest in the proper support, limitations can become a thing of the past. At MPS we’ve seen client businesses grow instrumentally when taking creative efforts up a notch.
If you could use the support of a strategic partner, schedule a free consultation. And, as always, we’re here to answer any questions about your brand’s Amazon presence and efforts on other marketplaces.
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