Premium A+ Content on Amazon
What was previously only available for a fee in Vendor Central has also been available to sellers on Amazon for a few months now: The Premium A+ Content content type and in this case it is even free of charge. But how does this form of Amazon Content differ from the conventional A+ Content and Basic Content? What has to be fulfilled in order to get access to Premium A+ Content? And what are the advantages of Premium A+ Content? These and other questions will be answered in this article. So: Let’s go!
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What content is available for sellers on Amazon?
Basically, every Amazon seller has the opportunity to provide their products with informative content on Amazon via Basic Content. As soon as the product brand has been registered with the patent office and with Amazon in the brand registry, there are many other possibilities. Then the seller can not only create Basic Content for the products, but also the following content types:
- A+ Content
-> several layout templates and more attractive page design than in Basic Content - Brand Story
-> a content section about the brand story, which is displayed on the product page - Brand Store
-> an Amazon web store where you can present yourself as a brand with your products.
Now Amazon offers an additional content type: the Premium A+ Content!
What are the requirements for Premium A+ Content?
“Premium A+ is now available in Seller Central!” That’s how it may show up in your Amazon Seller Central. In order for the Amazon Premium Content feature to be available to you, a few requirements must be met:
All ASINs in your catalog must have a published Amazon Brand Story. You can either use the same Brand Story for all your ASINs, or you can use a different Brand Story for each product. This will be displayed directly above your A+ content.
You must have at least 5 A+ Content project submissions in Approved status within the last 12 months.
So this means that in any case you must have registered your brand with Amazon and also met the above requirements. At the end of each month (between the 20th-31st), you will be notified by Amazon if you have been granted access to Premium A+ Content. If you do not receive a notification, Amazon Premium A+ Content will not be available to you.
What does the new Amazon Premium A+ Content offer?
While in Basic Content up to 7 content modules can be created from a selection of 17 content types, in Premium A+ Content you can use up to 8 content modules and have a selection of 21 content types. So, there are many more content sections to choose from to include images and text to increase conversion rates by providing a great user experience. In addition, with Premium A+ content, videos can now be integrated to show product highlights or the ideal application of the product, for example.
Content types with Amazon Premium A+ Content
- Carousel modules
- Questions and answers
- 2 hotspots on the image with on-click text
- Technical data
- 3 Premium comparison tables
- 3 video modules
- Amazon Launchpad logo
- Content modules with high resolution images
How can I create content with Premium A+ Content?
In the Amazon Seller Central, select the menu at the top left, then click on the “Advertising” menu item and select “A+ Content Manager”. Then you can search for the product you want to create content for, using the search function at the top, or click the “Create content for A+” button.
Amazon will first suggest a background image with text in this premium version. Then you design the page with additional content types and maintain your content. The maximum number of characters for the individual content modules is limited – so it is not always easy to communicate the most important information in just a few words.
Best practices
Leverage multimedia
Premium A+ Content allows you to go beyond the limitations of basic modules. Take advantage of expressive multimedia elements such as videos, hotspot images, carousels, custom Q&A sections and advanced comparison charts. These features can significantly enhance your storytelling and engage customers more effectively.
Video example by Miele.
Hotspot image example by TomTom.
Unlock the potential of comparison charts
Comparison charts are a powerful tool within Amazon’s Premium A+ Content. Here’s a deeper look at how to use them effectively:
Types of charts
With Amazon´s Premium A+ Content you have access to four different types of comparison charts:
Standard: the basic module available in standard A+ Content.
Standard example by Amazon.
- Premium 1: this table builds upon the standard comparison chart by allowing more products and comparison metrics. It also supports higher resolution pictures.
Premium 1 example by Nivea.
- Premium 2: unlike other tables, this chart allows you to include complete sentences for each comparison point. Additionally, it features larger pictures, significantly enhancing the visual presentation and detail available for each product.
Premium 2 example by Samsung.
- Premium 3: this interactive chart allows users to compare two products side-by-side. Users can seamlessly scroll through up to four different products and compare them directly with your highlighted hero product.
Premium 3 example by Sonos.
Strategy
Implementing comparison charts involves several strategic steps:
- Determine your strategy:
Comparison of similar products: highlight differences and similarities between products within the same category.
Showcase complementary products: show how different products complements each other, encouraging cross-selling.
Up-selling: highlight the benefits of higher-end products to encourage customers to upgrade. - Select products and metrics:
Product selection: choose a balanced number of products to avoid overwhelming customers while providing enough options.
Comparison metrics: decide on the key features and specifications to compare. Ensure these metrics are relevant and helpful for your target audience. - Enhance visual appeal:
Mood shots: use lifestyle images to showcase products in real-world settings.
Highlight hero product: make sure your best or flagship product stands out in the comparison.
Titles and headlines: create compelling and informative titles for each section to capture attention and provide clarity.
Symbols: use checkmarks and crosses to efficiently convey information, enhancing clarity and conciseness. - Ensure consistent branding and mobile optimisation
Consistency in branding across all your A+ Content is crucial. Maintain a uniform color scheme, typography, and tone of voice to strengthen brand identity. Additionally, ensure your content is optimized for mobile devices. Responsive design is essential for providing a seamless and enjoyable shopping experience for mobile customers.
If you find it difficult to find the right words or to choose suitable content modules for your content, you can contact us. We will gladly take over the creation of Amazon Premium A+ content for you. We have a lot of experience in digital marketing in the retail media sector. Simply arrange a non-binding consultation and ask us your questions!
Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.