Amazon A+ Content Templates and Best Practices: What Modules Are Available?

The product detail page on Amazon typically follows a clear structure and strict rules. Sellers have little creative freedom here: between the product title, bullet points, and description, there is little room for personal ideas, special customer engagement, or creative marketing measures. The online platform recognized the need for this direction years ago – and first introduced the so-called Amazon A+ Content for vendors, and then for sellers as well. Templates even assist in the creation process, making it easier for brand owners or detail page managers to provide good and helpful content to customers without much graphic design expertise.

Sellers can choose from various modules and assemble them according to their needs. 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 online giant’s pages has its own ASIN (“Amazon Standard Identification Number”), and anyone offering the same product on Amazon joins the list of sellers already selling that 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, which are typically products offered by only one seller under their own brand. Exceptions include large brands that are also sold by third parties. However, it is still the case that the brand owner usually 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 that they can fill with up to 2,000 characters.

The Amazon A+ Content expands this product description by an additional 5,000 characters, bringing the total to 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 potential customers.

Additionally, both vendors and sellers have access to the premium version: 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 utilize 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, the goal is to show customers that your product is the best choice and thereby increase the conversion rate. The A+ Content can be understood as an extended arm of the product image gallery, providing ample space and opportunity to elaborate on and persuade customers regarding the key reasons for purchase. This space is often not available in the product image gallery, especially for “high involvement” products. Therefore, it makes sense to strategically treat the two areas, gallery and A+, as a unit and to place content focuses purposefully so that customers receive the right information at the right time to complete their purchase as quickly as possible. Other goals can include relieving customer service by proactively addressing recurring topics. Additionally, A+ is suitable for inspiration; for example, recipe suggestions can proactively provide customers with application recommendations. Finally, A+ is also the right place for handling objections of any kind. However, depending on the product, different approaches may be worthwhile for this.

Conveying Information

If you have a product that requires a lot of explanation, you should use the additional space provided by Amazon A+ Content to explain your product. This category includes items such as smartphones.

In this example, three features 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 facial recognition unlock feature. Each feature is visualized with an image that initially captures attention and is then explained with a short text. This way, relevant information is conveyed to customers without being presented in a monotonous, lengthy 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 tailoring your Amazon A+ Content to your target audience.

Highlighting the USP (Unique Selling Proposition)

With A+ Content, you can also emphasize the Unique Selling Points (USPs), which are the aspects 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 chooses to buy 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, allowing them to catch the customer’s eye and influence their purchasing decision. However, the A+ content on this Amazon detail page consists of a lot of text. See below how it can be done even better.

Creating 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 angles. 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 Amazon A+ Content to showcase your product in 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. By 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 use the FAQ section to answer the most common questions from customers and advise them on features, for example.

With 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 accommodate a laptop, lunch, and also have space for a coffee cup. If you also offer a handbag that meets these needs, it is just a click away. The customer can see from your comparison table that you have this option available and is likely to click on it.

By doing this, 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 a 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 challenging. 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 products. This way, customers may buy the same product, but they also know that by purchasing from this company, they are 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 particularly well describe what it actually entails. It refers to an additional number of specific modules for the A+ section that have been optimized in certain areas compared to the classic A+ modules and offer new possibilities for presenting the content.

A better name would therefore be A+ Advanced or A+ Next Gen.

Specifically, with A+ Premium modules, it is possible to provide content that is “device-specific,” separately for desktop and 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, neither on desktop nor in the 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 you first ask yourself what content should be communicated in that area and, in the second step, which new module features best enable you to convey that content. So, it’s initially about the “WHAT” and only afterward about the “HOW.”

Specifically, there are new modules that allow for a much better comparison of different product models, making it possible to compare and make a purchasing decision almost at first glance.

In addition, 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 customers.

Finally, various slideshow modules allow for a consistent and cohesive representation of many facets of the same theme without the need for multiple banners.

However, A+ Premium Content cannot be recommended unconditionally and universally. It primarily consists of 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.

Sellers should therefore think strategically about the placement and distribution of their content across the image gallery and the A+ section, and only consider A+ Premium when a clear added value in marketing is foreseeable that justifies the higher acquisition costs.

Amazon A+ Content Templates: What Modules Are Available?

Even though sellers gain more freedom in design by using Amazon A+ Content, the templates provide a clear framework. This is likely intentional, as many marketplace sellers may be excellent with their products but are not typically graphic designers. Therefore, templates that are easy to create are important for sellers to utilize Amazon A+ Content at all. 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 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 your company logo.

Image Caption with Text

This is one of the simplest Amazon A+ Content templates. At the top, there is a landscape-oriented image, followed by a heading and then text underneath.

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 portion 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. The hero shot features a dark overlay with white text.

Standard Single Image and Annotations

This three-column module of the Amazon A+ Content templates consists of an image in the left section, 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 seller’s portfolio can be compared to the item on the respective detail page.

Standard: Four Images/Text Quadrant

This module consists of four images arranged in a square, with a heading placed next to them. Additionally, there is space for text below 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 associated with a heading and text. By clicking on one of the small images, the corresponding text and a larger version of the image appear.

Standard Single Image Left

Here, the image is on the left, with the heading 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 component of the Amazon A+ Content templates is again designed in three columns and resembles “Single Image and Annotations.” Next to an image, there are two columns with text. An additional image can be added in the left column.

Standard: Three Images and Text

This is also a three-column module: under each image, there is a text area with a heading.

Standard Text / Text for Product Description

The perhaps simplest modules 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 one 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 technical specifications for a product, similar to the comparison table.

Creating Amazon A+ Content Template: Example and Best Practices

Amazon has already explained the individual steps necessary to create appealing A+ Content in this PDF. Therefore, we would like to provide just a brief overview here.

This modular system also allows those with less graphic design 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-Haves to Consider

Conclusion: Creating 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 limitation for most sellers. This modular system allows for the easy creation of appealing content that encourages customers to actually purchase a product.

A+ is not suitable for boosting a poorly performing product; rather, it serves as an excellent support for products that are already selling well or that require significant explanation – provided the quality is right. Images and texts should generally be specifically created for the Amazon A+ Content templates, which can mean a considerable amount of work to create the additional content. Therefore, consider carefully for which product detail pages it makes strategic sense to create supplementary 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