Amazon A+ Content Templates and Best Practices: What modules are there?
The product detail page on Amazon usually follows a clear structure and strict rules. Sellers have little design freedom here: there is little room for personal ideas, special customer appeals, or creative marketing measures between the product title, bullet points, and description. The online platform recognized years ago that there is a need in this direction – and first introduced the so-called Amazon A+ Content for vendors, and then also for sellers. Templates even assist in the creation and make it easier for the brand owner or detail page manager to provide good and helpful content to the customer without much graphic expertise.
Sellers can choose from various modules and assemble them according to their requirements. Therefore, we have looked at what templates are available and for what purposes the different modules are suitable.
What is Amazon A+ Content?
Every product found on the pages of the online giant has its own ASIN (“Amazon Standard Identification Number”) and anyone offering the same product on Amazon joins the list of sellers who are already selling this product. Normally, customers buy from the seller who has just won the Buy Box. In these cases, the respective product detail page is managed by a single seller, who is usually the brand owner.
Unlike private label goods. These are usually products that are often only offered by one seller under their own brand. Exceptions are the large brands that are also sold by third parties. However, it is also true here that usually the brand owner manages the detail page – the so-called listing – and determines the content such as title, bullet points, etc. that is displayed there. On this product page, sellers also have a field for the product description available, which they can fill with up to 2,000 characters.
The Amazon A+ Content expands this product description by an additional 5,000 characters to a total of 7,000 characters, allowing sellers to present their items as attractively as possible. Additionally, product images, graphics, and even videos can be added to make the purchasing decision as easy as possible for the potential customer.
Additionally, both vendors and sellers have access to the premium variant: Amazon A+ Premium Content, which offers advantages such as video loops, interactive content, or a FAQ section. However, sellers must be approved for this and must meet certain requirements. For example, all ASINs in a product catalog must contain A+ Content in order to use premium content on Amazon.
Whether you as a seller can use the former EBC for your product depends on the following requirements:
What goals can I pursue with Amazon A+ Content?
Primarily, it is about showing customers that your product is the best choice and thereby increasing the conversion rate. The A+ Content is to be understood as an extended arm of the product image gallery, providing ample space and opportunity to elaborate and persuade on the central buying reasons. This space is often not available in the product image gallery, especially for “high involvement” products. It is therefore sensible to treat the two areas, gallery and A+, strategically as a unit and to place the content focuses purposefully so that customers receive the right information at the right time to complete the purchase as quickly as possible. Other goals can include relieving customer service by proactively addressing recurring topics. Furthermore, the A+ is also suitable for inspiration; for example, recipe suggestions can proactively provide customers with application recommendations. Finally, the A+ is also the right place for handling objections of any kind. However, depending on the product, different approaches may be worthwhile for this.
Convey information
Do you have a product that requires a high level of explanation? Then you should use the additional space provided by the Amazon A+ Content to explain your product. This category includes, for example, smartphones.
In this example, three functions of the smartphone are presented appealingly through Amazon A+ Content to describe them in more detail: the dual SIM function, the good battery life, and the unlocking via facial recognition. Each function is visualized with an image that initially grabs attention and is then explained with a short text. This way, relevant information is conveyed to customers without being provided in a monotonous, long text that ultimately no one wants to read. Especially not when comparing multiple products and having to read an epic about the “unique” features on each page. Here, you can skillfully differentiate yourself from the competition by designing your Amazon A+ Content in a target group-oriented manner.
Highlight USP
With the A+ Content, the Unique Selling Points can also be emphasized, meaning the points that make the product unique. If your product differs from those of your competitors, you should make this clear, as it could be the deciding factor for why a customer buys from you instead of a competitor.
In this example, the seller clearly shows with their Amazon A+ Content that their protein powder is vegan, contains high-quality ingredients, and provides a quality promise. With these points, they differentiate themselves from other protein powders that are made from animal products or are not of high quality. Again, the three points are immediately visible at first glance, so they catch the customer’s eye directly and can influence their purchasing decision. However, the A+ content on this Amazon detail page consists of a lot of text. See below how to do it even better.
Create a virtual customer experience
When customers shop in a store, they experience the shopping experience quite differently than in most cases when they shop online.
They can try out the products, touch them, and examine them from all sides. And they can consult a salesperson who answers their questions and presents them with alternatives.
All of this is absent when shopping on Amazon and similar platforms. Therefore, as a seller, you should make the customer journey on your product page as close to the in-store experience as possible. Use the Amazon A+ Content and showcase your product with all its facets. If you are selling a handbag, you can show all the compartments and provide a glimpse into the inside of the bag. Using product photos with comparison objects, you can show customers how big the bag really is. This way, many can better assess the true size than if they only read abstract measurements in the product description. How much is 58 cm, after all?
While you cannot hire a virtual shop assistant on Amazon, you can at least answer the most common customer questions with the FAQ section and advise them on functions, for example.
With the Amazon A+ Content, there is also the option to include a comparison table on the product detail page. This allows you to compare the listed item with other products from your range. Let’s take the handbag from the example above again. Perhaps the bag is a bit too small for the customer because it would be used as an office bag and needs to have space for a laptop, lunch, and a coffee cup. If you also offer a handbag that meets these needs, it is just one click away. The customer can see from your comparison table that you have this available and will likely click on it.
By doing so, you also draw customers’ attention to your own products instead of those of your competitors. Because whether you like it or not: your competitors are just one click away as well.
Tell the story of your brand
Perhaps not only is your product special, but your entire company is as well? Are you particularly sustainable or socially engaged? Then showcase it in your Amazon A+ Content and make it your Unique Selling Point.
How do I create A+ Content?
In this example, beeswax wraps are being sold. Differentiating the product in this area is difficult. Therefore, it makes sense to highlight the uniqueness of the company. Buyers of beeswax wraps are likely very environmentally conscious and want to support a company that is committed to environmental protection beyond just selling. Thus, customers may buy the same product, but at the same time, they know that by purchasing from this company, they are also making an additional contribution to environmental protection. The photo, highlights, and short text tell the story very vividly and are easy to consume.
Amazon A+ Premium
The name A+ Premium Content does not describe very well what it actually entails. It refers to an additional number of specific modules for the A+ area that have been optimized in certain places compared to the classic A+ modules and partially offer new possibilities for presenting the content.
A better name would therefore be A+ Advanced or A+ Next Gen.
Specifically, it is possible with A+ Premium modules to provide content “device-specific,” separately for desktop as well as mobile devices.
The results are better delivery and a more homogeneous, consistent presentation of the content compared to the standard modules.
In the example, you can see 2 Premium A+ banners that have been placed one below the other in the A+ Manager. There is no transition between the banners on either desktop or mobile display. In the classic modules, both banners would be separated by a white gap.
The full potential of the new modules can only be realized if one first asks which content should sensibly be communicated in that area and in the second step, which new module features best enable me to convey this content. So, it is first about the “WHAT” and only afterwards about the “HOW.”
Specifically, there are new modules that allow for a much better comparison of different product models, so that a comparison and a purchasing decision can be made almost at first glance.
Furthermore, there are now cross-selling modules that are much better suited to communicate the product variety in the portfolio while also addressing the needs of the customers.
Finally, various slideshow modules allow for the consistent and coherent representation of many facets of the same topic without the need for multiple banners.
A+ Premium Content cannot, however, be recommended unconditionally and universally. It is primarily a series of modules with specific features. Especially due to the two formats, desktop and mobile, the effort in graphic design and thus the costs are higher compared to the standard modules.
Merchants should therefore think more strategically about the placement and distribution of their content across the image gallery and the A+ area, and only consider A+ Premium when a clear added value in marketing is foreseeable that justifies the higher acquisition costs.
Amazon A+ Content Templates: Which modules are available?
Even though merchants gain more freedom in design by using Amazon A+ Content, the templates provide a clear framework. This is likely intentional, as many marketplace sellers are indeed excellent with their product, but they are usually not graphic designers. Therefore, for merchants to utilize Amazon A+ Content at all, templates that are as easy to create as possible are important. Additionally, the e-commerce giant has always been keen to maintain a certain order and consistency within the product portfolio so that customers can navigate easily.
Accordingly, the creation of the content works in a modular system. Various pre-made modules can be combined freely and filled with content. The following building blocks are available.
Company Logo
This module only includes the option to place the company’s logo.
Image Title with Text
This is one of the simplest Amazon A+ Content templates. At the top, there is a landscape-oriented image, followed by a title and then text.
Standard Image and Overlay with Light Text
This somewhat misleadingly named module also refers to a hero shot in landscape orientation. However, the black text part is placed in a light overlay on the image.
Standard Image and Overlay with Dark Text
This is the equivalent of the above module with a light overlay. On the hero shot, there is a dark overlay with white text.
Standard Single Image and Markings
This three-column module of the Amazon A+ Content templates consists of an image in the left area, a text field in the middle part, and a highlighted section on the right, which is filled with bullet points in this example.
Standard Comparison Table
In this classic table, various products from the merchant’s portfolio can be compared to the item on the respective detail page, for example.
Standard: Four Images/Text Quadrant
This module consists of four images arranged in a square, next to which a title is placed. Additionally, there is space for text under each image.
Multiple Images Module A
This module of the Amazon A+ Content templates is designed to be interactive. Each of the four images is assigned a title with text. By clicking on one of the small images, the respective text and the image appear in a larger version.
Standard Single Image Left
Here, the image is on the left, with the title and text in the left module area.
Standard Single Image Right
Of course, there is also an equivalent module that integrates the text to the right of the image.
Standard Single Image and Sidebar
This building block of the Amazon A+ Content templates is again designed in three columns and resembles “Single Image and Markings.” Next to an image, there are two columns with text. In the left column, an additional image can be added.
Standard: Three Images and Text
A module also designed in three columns: Under each image, there is a text area with a title.
Standard Text / Text for Product Description
The perhaps simplest modules, which consist solely of a text area.
Standard Single Image with Specification Detail
In this module, the information is also presented in a three-column design, consisting of an image and two text columns.
Standard: Four Images and Text
Four image-text combinations are arranged side by side.
Technical Standard Specifications
This very popular module of the Amazon A+ Content templates allows for the presentation of the technical specifications of a product, similar to the comparison table.
Amazon A+ Content Template Creation: Example and Best Practices
Amazon has already explained the individual steps in this PDF that are necessary to create appealing A+ Content. Therefore, we would like to provide a brief overview here.
This modular system also allows those with less graphic talent to create appealing Amazon A+ Content Templates. However, how well the content ultimately supports the conversion rate largely depends on the quality of the information, such as the texts and images used.
Best Practices: Must be observed
Conclusion: Good Amazon A+ Content Templates via Drag & Drop
Creating convincing A+ Content is not rocket science. While the pre-made modules provide a certain structure, this is likely more of a relief than a restriction for most sellers. This modular system allows for the easiest creation of appealing content that encourages customers to actually purchase a product.
A+ is not suitable for boosting a poorly selling product; rather, it is an excellent support for products that are already selling well or that require special explanation – provided the quality is right. Images and texts should generally be specifically created for the Amazon A+ Content Templates, which can mean a significant amount of work to create the additional content. Therefore, consider carefully for which product detail pages it makes strategic sense to create additional content.
Image credits in the order of the images: © Rawpixel.com – stock.adobe.com / © Michail Petrov – stock.adobe.com / Screenshot @ Amazon / © kirasolly – stock.adobe.com
