Amazon Runs New Promotion for Brand Owners

Amazon is running a new promotion for sellers who are registered with the Amazon Brand Registry – it’s giving them access to what it calls Premium A+ content at no charge, which can help boost sales.

Amazon described the feature as follows: “Premium A+ content offers new and larger module types in the product description section on the product detail page such as video, image carousels, and interactive hotspots.” It claimed that implementing Premium A+ content could increase sales by 20%.

Who qualifies for the promotion? Amazon said, “If you have published A+ brand story across your ASIN catalog and have had at least 15 A+ content projects approved in the past 12 months, for each Amazon store, you are eligible for Premium A+ content.”

Sellers’ biggest question: how long does “an extended promotional period” mean?

Amazon isn’t committing, instead explaining in its announcement that it would grant brand owners access to the Premium A+ feature at the end of each month. “If you meet the criteria, you will see a banner in the A+ content manager for access.”

The next concern from sellers – would they get sucked into using the feature and then end up paying fees before they realized it. Amazon had stated in the announcement: “If we announce a fee for Premium A+ content we will invite you to opt in.”

You can find the announcement and post your questions on Seller Central on Amazon.com.

Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.