What is Amazon A+?

In order to offer retailers the opportunity to present their brand and products even better and to visually deliver content, Amazon has developed A+ Content. This allows you to add additional images and texts to the product description. This allows products to be described in even more detail and specific functions explained in more detail. The focus is on visual content. In order to use this feature, sellers must have registered their brand with Amazon; vendors automatically receive this option.

What are the benefits of A+ content?

• Higher conversion rate: A+ content is a good way to convince your customers even better of your products. This increases your conversion rate.
• Lower return rate: With additional information and images, customers can better understand the product, making returns less likely.
• Better reviews: More information and better buying decisions lead to happier customers, which will also have an impact on reviews.
• Strong customer loyalty: With another visual touchpoint, you can make your brand stand out more. Because expressive images can create a bond between brand and customer. This emotionalization is particularly important when the product is comparatively expensive.

How can I best use A+ content?

1. Present the USP of your products

Content marketing is about focusing on the benefits of the product. With the help of the additional images, the USPs can be highlighted and presented directly to the customer in a recognizable and appealing way.

2. Highlight product details relevant to decision-making

Especially when it comes to expensive purchases, potential customers want to make their purchase decisions based on as comprehensive information as possible. In order to make this decision easier for them, you can highlight the decisive details once again in A+ content.

3. Answer frequently asked questions from your customers

A+ content is the perfect place to answer common questions visually and attractively.

4. Make your content easier to understand

This is particularly relevant for products that perform multiple complex functions or are not products that are frequently used in everyday life.

5. Build a brand story

Finally, an appealing brand story can influence the purchase decision. A good brand story underlines the values behind your brand and gives buyers a closer connection to the respective product. In particular, this allows you to set yourself apart from the competition that does not offer A+ content. Sellers without an individual brand story can build up less trust and customer loyalty than sellers who use one. They make the customer's buying experience more personal and authentic. Because the buyer no longer “just” buys a product, they buy your brand with your individual story behind it. That is why it is also important to structure this content as authentically and credibly as possible.

On many channels, content marketing has been a natural communication strategy for years in order to reach the target group with valuable and relevant content and to support them throughout the customer journey. That's why you shouldn't neglect this on Amazon and start submitting your own and personal content.

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