3 Smart Strategies for Amazon A+ Content with Examples
Amazon A+ Content is an opportunity to include unique content on your product listings. A+ Content goes further than the typical product images and bullet points because of the freedom it offers to sellers.
Mastering Amazon A+ Content is essential to any seller’s Amazon business. If you sell on Amazon, then you need to stick around to learn all about these 3 smart strategies for Amazon A+ Content. We’re going to go over cross-selling strategies, conversion rate optimization, and so much more.
1. Conversion Rate Optimization
The most popular type of A+ Content focuses on conversion rate optimization. This type of content expands on the product listing that it is applied to.
Let’s look at an example.
The A+ Content for this ice maker is very focused on the one product listing that it’s on. It doesn’t refer to the brand’s story or the other products they offer. It is only about one product.
This is good because it gives customers more information about the product that they are considering. This could help increase conversion rates.
The reason that the seller decided to use this strategy is because the product images are already being used to explain the benefits of the product. They go into how the machine works and how it’ll provide cold ice nuggets. That information is much more important than a pretty picture of the machine on a countertop. But that picture isn’t completely useless, it helps customers relate to the product and envision it in their own home.
The copy directly below that image is great, too. The copy tells customers that these ice nuggets are much more fit for consumption.
The A+ Content bridges the gap between the product and the customer. It helps them understand the scale or the product, how it looks, and how it could help them.
If we continue to look at the A+ Content, we could learn more about content that increases sales:
Again, there are more lifestyle images that can help the customer envision owning the product. The copy explains the benefits to you while also including some keywords. While Amazon doesn’t index A+ Content for SEO, Google does. Incorporating relevant keywords into your copy could help your listings rank on Google. That’s why the copy refers to “ice cubes” rather than the previously established “ice nuggets”.
Finally, there are a few more lifestyle images that can be seen here:
The seller didn’t even need to invest in these photos. They’re likely stock photos with the product itself edited in. You can save yourself money and time by doing this for your own products.
When designing this type of content for our own clients, we like to be very visual. A+ Content tends to be larger than typical product listings. You get more space to play with. Highlight specific parts of your product or show your product in use!
2. Cross Selling
A+ Content provides amazing tools for cross selling opportunities. About 35% of Amazon revenue comes from cross selling. It’s time that you learn one of the best ways to cross sell on Amazon!
The top right module that reads “Standard Comparison Chart” is perfect for cross selling. It allows you to compare different products. You could use images, copy, and columns to make comparisons. Let’s look at an example.
This A+ Content can be found on SweatBlock’s anti-sweat wipes.
You can see how this module works. You get one image per column/product. You can make as many rows as you’d like.
SweatBlock uses the rows to establish the primary benefit, when to apply, and the type of product it is.
Notice that it’s all relevant. The customer is coming with the problem of sweating too much. All of these products are a solution to that problem. It would be ridiculous to suggest something to the customer like a water bottle or a pair of shoes. Every product needs to be relevant to them and their problems.
SweatBlock is even building their brand. They’re using brand fonts and colors wherever possible.
The images work because they use copy. The short copy delivers the main benefit. It quickly lets customers know what the product does and what problem it solves. Finally, the product itself is pictured below the headline and subheadline. It lets customers see the product and encourages them to click. By the way, the image and title are both clickable!
The title (the blue text) is completely customizable. It does not need to be the title of the product. Use this to your advantage. Incorporate keywords and be interesting. This copy is extremely important.
Cross selling is something that every business should take advantage of. It’s essential to building a long-lasting relationship with your customers.
3. Build Your Brand
Sometimes you need to focus on building your brand. Sales are healthy but you want to have a stronger connection with your customers.
Amazon A+ Content lets you focus on strengthening your brand. You could use a mix of images and copy to paint a story for your brand.
Let’s analyze how Burt’s Bees does this.
First of all, there’s strong brand imagery. The color is running across the whole screen. The woman in the first photo seems to be so happy using her lip balm. The flower graphics remind us of nature and happiness.
The second image shows us some of the ingredients. They look so natural! Like I could go find them myself. The copy reinforces that idea.
They show you a variety of flavors. They’re just focusing on lip balm and the dedication they have to it. They’re not linking to these products with a table. Why? Cause it looks better all sprawled out. Plus, they have a strong retail presence so it’s likely that a customer would see these flavors sometime soon. They just want you to think of them as the lip balm experts. The ones who offer everything you want.
The next image makes an effort to show you that they don’t use unnatural ingredients. The average customer doesn’t know what any of those words mean, but Burt’s Bees makes a point to emphasize that their ingredients are all-natural.
The last image uses some powerful words matched with graphics. By being environmentally conscious, they’re furthering their image as nature-loving lip balm makers.
When trying to build your brand through A+ Content, remember that you have to stick to your tone. Use your colors. Be unique and don’t try to copy anyone else!
Let’s go over some important image dimensions for creating A+ Content.
- Table comparison: 150 x 300 px
- Four images and text: 220 x 220 px
- Banner (like the one used in Burt’s Bees): 970 x 300 px
- Everything else is 300 x 300 px
Imagery is everything. A picture says a thousand words, so use them!
Amazon A+ Content is liberating. All of the freedom could confuse sellers who don’t know what they want. Take a second to pause and think about your goals on Amazon.
If you want to push a specific product, then use A+ Content for conversion rate optimization. If you want to promote a family of products, then use A+ Content to cross sell. If you want to build your brand, then use A+ Content for just that.
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