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Originally published on August 18, 2021, updated October 31, 2023
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Editor's note: In early August 2022, Amazon announced a new Premium A+ Content promotion. Brand owners enrolled in the Amazon Brand Registry are now eligible to create this content at no additional cost during an extended promotional period. Learn more in Seller Central.
With 6.3 million Amazon sellers worldwide, competition is at an all-time high. With sellers and vendors looking to differentiate themselves and gain a bigger edge, A+ Content is a fantastic option. It’s free for brand owners and vendors, simple to use, and allows you a lot more space and flexibility to expand your content.
Then, taking it one step further, some sellers have access to Amazon A+ Premium Content. This is an invite-only program available to very large brand owners through Vendor Central. It’s an attractive option, but only for some businesses. This article will explain the basics of A+ Premium and how it can be used on Amazon.
Basic content on Amazon includes a title, feature bullets, and a product description. A+ Content is additional content, on top of the basics, for Brand Registry sellers and vendors. A+ Content was formerly known as Enhanced Brand Content (EBC) because it did exactly that — it enhanced the customer experience with even more content options. It allows you visually compelling options across 5 slots on your detail page, up to 970px in width. Within this, you can choose from 12 different types of content.
This mobile-friendly content can be used to answer common customer questions, elaborate on how to use the product, discuss how it can be distinguished from the competition, and share your brand story. Available options include comparison charts and large images that can be designed to your brand’s standards.
Amazon claims that regular A+ Content can boost your conversion anywhere from 3 to 10% while Premium A+ can increase this to around 15%.
A+ Content is free for Professional Sellers and vendors enrolled in the Amazon Brand Registry and can be accessed through Seller Central or Vendor Central.
Editor's note: Amazon announced eligibility requirements in October 2023. To be eligible for Premium A+ Content, you'll need to have a Brand Story module published on all brand-owned product listings and you need to have five approved A+ Content modules over the past year. When your brand is enrolled and eligible, you'll receive a banner notification in the A+ Content Manager.
Amazon A+ Premium Content is sometimes referred to as A++ Content because it builds upon regular A+ Content.
Premium A+ Content fills your detail page with even more interactive options to be incredibly visually appealing. On top of the 12 basic A+ Content types, Premium A+ Content offers 16 different modules to choose from. It also allows for up to 7 slots of content, up to 1464px wide. Other options include:
Premium A+ Content comes at a cost. Because it’s exclusive and invite-only, the costs are negotiated between the brand and the vendor manager at Amazon. Usually, this will cost between $250,000 to $500,000 per year.
When it comes to designing and executing a page layout, there are benefits and drawbacks to both A+ Content and Premium A+ Content.
For Premium, the large width is striking and visually appealing to customers. It’s important that brands investing in Amazon A+ Premium Content also capitalize on the opportunity by using design and copywriting resources to the fullest. See how clean and organized this page looks? This was clearly done by a professional.
That being said, the modules available for Premium A+ are very image-heavy. One of the main cons of Premium A+ is that there is a distinct lack of text modules to use. This can be a drawback when thinking about SEO. Like basic A+ Content, the pages are not indexed to appear in search results on Amazon, but they are on Google.
When done well, both types of pages will have a nice balance of beautiful images and rich, easy-to-read text. The images used should show off the product. Lifestyle images are helpful for this. Many vendors choose to use Premium A+ Content for the video alone, as it’s a feature that resonates with customers and is one of the main benefits of Premium A+.
A+ Content gives your listings a boost by providing better customer information, a comprehensive brand experience, increased SEO, and better conversion. The detailed information and better customer experience can also increase customer confidence and decrease returns.
While Premium A+ Content is expensive and invite-only, it may be worth paying for if you fully use it to your advantage. Amazon claims that regular A+ Content can boost your conversion anywhere from 3 to 10% while Premium A+ can increase this to around 15%.
As a full-service agency specializing in Amazon, eCommerce Nurse handles account management as well as basic listing content, A+ Content, and Premium A+ Content for a variety of clients. If you need help with your vendor account or require more information on services to assist you with A+ Content, please contact us.
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