March 5, 2024

Amazon's A+ Content vs. Premium A+ Content

As competition on Amazon intensifies, it's crucial to differentiate products to stand out on the Search Engine Results Page (SERP). Creating compelling content and having optimized listings is one of the simplest ways to enhance customer attraction. Below, we’ll explore the difference between some content tools available to Amazon sellers - Basic A+ Content and Premium A+ Content.

Basic A+ Content

Overview:

  • Standard feature available at no extra cost to all registered Amazon Sellers

  • Product listings contain high-quality multimedia photos and videos, 360 product views, and comparison charts

  • Limited to standard modules and image sizes

    • Maximum content width of 970 pixels

    • Maximum of 5 modules on the detail page

    • 14 module selections

  • Without Basic A+, sellers are limited to 2,000 character descriptions and cannot add imagery to product descriptions

Pros:

  • Comes free to any Amazon Sellers registered through the Brand Registry

  • Is a great tool to enhance customer experience!

Cons:

  • Fewer features available than Premium A+

  • Not as media-rich as Premium A+

Premium A+ Content (AKA Amazon A++ Content)

Overview:

  • The best-in-class detail page experience

  • Option to add supplemental content like video, interactive hotspot modules, image carousels, comparative tables, and Q+A modules

  • Seamlessly integrates with existing A+ Content interface

    • Maximum content width of 1464 pixels

    • Maximum of 7 modules on the detail page

    • 19 module selections

Eligibility Requirements:

  • All ASINs in your catalog must have published an A+ Brand Story

  • Have at least 15 project submissions of A+ content that have been approved within the last 12 months

  • Access for Premium A+ is granted at the end of each month

Pros:

Cons:

  • Eligibility and cost may limit one’s ability to access this tool

    • Costs for Premium A+ content in the past have ranged anywhere from $250,000-$500,000 annually

    • During the current promotion period, Premium A+ content is free to users who qualify

  • Character limits for descriptions are strict, placing more emphasis on quality images and videos

Biggest Takeaways for Brands

  • A cohesive and consistent presentation across all listings in a catalog conveys quality and reliability

    • Ensuring the entire catalog is consistent and optimized is key to gaining and maintaining customer loyalty and also reduces the number of returns and negative reviews

    • Updating content regularly helps ensure consistency across the catalog

  • Premium A+ Content does not guarantee a higher conversion rate on Amazon, but it can certainly help

    • Products displayed within ‘lifestyle images’ can see click-through-rates up to 40% higher than standard product images

    • Amazon offers A/B testing, allowing sellers to test two versions of A+ content and determine what customers prefer.

  • More often than not, shoppers are searching on mobile so it’s important to keep this in mind when creating content

    • A seamless mobile experience can make a customer’s journey easier