How to Use A+ Content to Increase Your Amazon Sales
Brands and retailers that sell on Amazon understand its competitive nature. Luckily, there are plenty of ways to make sure your products stand out next to competing brands. A+ content is one option, and leveraging it across your catalog can have a direct impact on driving sales.
We’ve shared examples of stellar A+ content on our blog before. And in this post, we explain how to use A+ content to increase your Amazon sales.
What to Consider Before Getting Started
We recommend implementing A+ content across your catalog. Especially since, according to Amazon, the addition of A+ content can drive an increase in sales between 3 and 10%.
But there are several factors to consider before you begin designing. For example, if you’re not already Brand Registered, you’ll need to enroll to gain access and use A+ content.
Then, when you’re ready to get started, we suggest forming a strategic plan for what your A+ content will entail. Below are some suggestions:
- Revisit your catalog and make sure your product's features and benefits are top of mind. Whatever is most compelling about your product should be included throughout the design.
- Consider frequently asked questions and product reviews. If you notice trends or common objections, address them in your product's A+ content. Including this information could prevent future negative reviews and encourage a shopper to buy.
- Complete a competitive analysis. Doing so will help you gain an understanding of what your A+ content needs to be better than the competition.
- Put yourself in the shopper’s shoes. Use modules in a way that makes them easy to read when scrolling through a product detail page. It’s important to use high-quality visuals, concise copy, and streamlined organization.
Different Ways Your Brand Can Approach its A+ Content
The above considerations apply to every A+ content design we create for our clients. But there are different approaches to take based on specific goals. Below we outline some of the perspectives we use when designing A+ content for our clients.
This approach to A+ content focuses on the brand and what makes it unique or better than the competition. We generally create branded A+ content for clients that are launching a new product or in need of building stronger recognition.
- Product Specific:
When focusing on a single product, A+ content should be highly branded, but also focus on the key features shoppers are looking for (and potentially differentiators) in the product. This approach can be used throughout your catalog but is most often used for well-known and popular products.
- Category or Product Line Specific:
If your brand wants to expand the reach of its catalog, we recommend using a category or product line approach. In this format, a brand can highlight a product, but also let the shopper know the brand has additional options to consider. For example, if a product has accessories or a complementary product, this technique can be impactful.
- Combination Strategy:
A+ content doesn’t always have to be laser-focused. If you’d like to feature your brand and it’s products (or product lines), use a combination strategy. When done correctly, brands that use this style offer shoppers a well-rounded and detailed experience. The one risk is an A+ page that’s void of a central message or narrative.
Tips for Effective Design
No matter the approach your brand takes to its A+ content, the quality of your design is what will set your product or brand apart. To start, we find it most effective to incorporate elements from our client's websites and social media into their A+ designs. For example, we use the same color palette and familiar images to help shoppers continue to build their awareness with their brand. It’s also important to remember A+ content is one of the only spaces on the channel for branding. Don’t forget to include your brand’s logo and familiar taglines to establish your brand’s recognition and build trust with the customer.
When communicating what makes a product or brand better than its competitor, try to keep copy as simple as possible. Use imagery to tell the story and inform shoppers through a variety of image types, such as lifestyle images, diagrams, and typographics.
Finally, consider your mobile shoppers when choosing a layout and design elements. We can’t emphasize enough how important it is not to forget mobile on Amazon, particularly when designing an element that will visualize so differently on one platform vs. the other.. Keep in mind how different sized images scale, and how modules display and stack from a desktop to mobile experience.
Final Takeaway: Cross-sell Using A+ Content
To cross-sell similar and complementary products, use the standard comparison chart layout. Brands use this layout to increase exposure across their catalog and encourage additional purchases. It's designed for brands to include up to seven listings for shoppers to click and shop. If products in your catalog don’t categorize logically, consider your best-selling products and those frequently bought together.
In Amazon’s competitive and ever-changing landscape, brands need to pull out all the stops to stand out next to competitors. A+ content is a great tool to use when launching a new product or to position items across product lines. Regardless of your brand's goal, it's important to use best practices and refer to this post when designing A+ content. Doing so will help enhance your brand’s presence and customer experience while increasing sales.
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