Amazon is the world’s largest, most competitive marketplace featuring hundreds of millions of products for sale. How can you make your product stand out?
Amazon’s A+ Content can help you build your brand and tell your story in a unique and memorable way. The good news is that A+ Content helps bring your product listing to life. By using video, enhanced graphics and meaningful FAQs, you can spotlight your brand, communicate the value of your products, help your customers feel comfortable buying from you and stand out from the crowd.
Even better news is that incorporating A+ Content into your marketing efforts can increase your product sales by an average of 3% to 10%, according to Amazon.
I’ve sold professionally on Amazon since 2013. Today, as an Amazon consultant, I help companies launch and grow their brands on Amazon. I’d like to share what you need to know to get the most from A+ Content.
Apply for Amazon Brand Registry.
In order to take advantage of everything A+ Content offers, you’ll need to register your brand with Amazon to confirm that you either own the brand or have authorization from the brand owner to manage content on Amazon.
Amazon makes the process simple. All you need is an active, registered trademark that appears on your product or its packaging, and a unique key attribute for each product that shows your brand name, such as a universal product code or manufacturing part number.
Use consistent design elements.
Amazon offers several A+ Content templates you can use, or you can design your own from scratch.
Keep in mind that A+ Content is most effective when it looks, sounds and acts like an extension of your website, social media channels, and other advertising. Think of your A+ Content as another landing page for your product or brand.
Use the same colors, high-quality images, graphic assets and language that reinforce the story of your brand across all of your marketing platforms.
Make your design easy to scan.
As you design your A+ Content, keep your customer’s shopping behavior in mind. Most people use their phones to shop, scrolling through listing after listing to find what they’re looking for.
Structure your content so it’s easy for your customer to see, scroll and gather the information they need to make a buying decision. Use direct language, incorporate infographics and highlight your most important selling points with bullets, numbered lists and smart use of white space.
Focus on product benefits.
Once a shopper has found your listing, they’re just a click away from becoming your customer. All they need to know is that your product solves their problem or meets their needs.
Focus your A+ Content on exactly how your product benefits your customer. Build answers to common objections into your design, and show potential customers all of the reasons to buy from you.
Study and learn from your competitors.
You don’t have to guess what your customers are thinking while they’re trying to decide between your product and your competitor’s. The answers are right there in your competitor’s Amazon Q&A and Reviews sections.
Study what people are asking. Read the reviews. What do customers like about your competitor? What are their complaints?
You’ll learn exactly what factors are driving your customers to a buying decision. That knowledge will help you build stronger A+ Content and give you a competitive advantage.
Use A+ Content to promote and cross-sell related products.
A+ Content features a grid layout module that includes clickable links to related product listings, making it a powerful tool to cross-sell or launch new products. You’ll want to use this module on every piece of A+ Content you design if your brand includes more than one product.
Get started today.
If you want a better way to tell your brand story, increase your conversions, improve your SEO relevance and create more satisfied customers, consider incorporating A+ Content into your marketing efforts now. It’s a potent tool to help distinguish yourself, your brand and your products in the world’s largest marketplace.
