Enhanced Brand Content (EBC) or A plus content on Amazon is a feature that allows brand registered sellers and vendors on Amazon to upgrade their product detail pages. It allows them to create rich visuals, comparison charts, modules, and custom text layouts that appeal to the eyes of the viewers and increases the chances of conversion. 

According to Amazon, “Adding A+ Content to product detail pages can help increase sales by an average of 5.6%.” This can further be upgraded to A++ content that increases the chances of conversion up to 20%. 

In this blog, we cover the basic point of differentiation between A+ and A++ content, elaborating on why A++ is more efficient. Further, we point out what most sellers miss in their product descriptions and how they can add what they missed.  

A+ vs Premium A+

Amazon clearly defines the difference between A+ and Premium A+ content. However, some notable features that differentiate them vastly are the difference between image dimensions that allows for full screen coverage in Premium A+. There are more modules in Premium A+ with permission to use carousel images, videos and better-looking comparison charts with Premium A++. 

Note: For Amazon eKindle books i.e., KDP, only A+ content is currently supported.

How to Unlock A++?

For Premium A+ content eligibility, you need to ensure that, 

1. Your Amazon Brand Story module is published on all your brand-owned ASINs
2. You have at least 5 A+ Content submissions approved within the past 12 months.

Once these criteria are met, you should see a banner notification in your Amazon A+ Content Manager indicating your eligibility. Premium A+ Content is available for a limited time after you publish your Brand Story, so be sure to make the most of this opportunity by creating engaging content that resonates with potential buyers. 

How is A++ more efficient?

Brands should consider Premium A+ as their landing page within Amazon’s ecosystem. It is more efficient than basic A+ content because of the following reasons:

1. More Modules means any potential customer will spend more time on your product listing. This significantly reduces the chance of them bouncing from your page as it becomes attractive to them. With the right messaging in your listing, your chances of conversion are higher. 
2. A++ covers the full screen. It gives a cinematic experience to the viewers, boosting the likelihood of a purchase by making the product more compelling. 
3. Seamless content flow with no white line gap between modules. Unlike standard A+, A++ removes the white line gaps between modules, allowing for a smooth narrative flow. Here’s a tip, use a single-color background across your images that feels like parts of a storybook flowing from one to another.

What is still missing in A++?

Despite the advanced modules Premium A+ offers, many brands fail to use it to its full potential. They simply fill in the templates without thinking creatively about how to enhance the experience.However, the base starts at capturing your products. Study our guide on Mastering Product Imaging for Amazon Listings in this blog.

When you’re catering to a specific market, your images should speak the same language. For example, in India, most consumers buy because of their heightened emotions. Your products and your taglines should entice that emotion in them and connect with their feelings. That’s what most brands miss. 

To truly stand out, use A++ as a canvas for emotional connection.

• Include the ‘human’ touch. 

As mentioned before, humans sit on their emotions every time they have to make a decision, there’s a conflict between ‘should I do this’ or ‘should I not do this,’ before any financial decision they make which is not convinced through the product descriptions on Amazon. While they are surfing Amazon with a purchase intent, that feeling of ‘doubt’ and also ‘fear’ still persists. 

To curb this, add a ‘personal’ face that your viewers can instantly resonate to. It may be a well renowned influencer, a leadership from your organisation or people using your products (User Generated Content) can instantly connect with your audience showing your credibility and trust. Alternatively, you can show this ‘trust’ through reviews from your loyal customers, or highlight your legacy in numbers.

• Talk to your customers the way they talk to each other. 

India is home to diversity and your products should cater to this diverse region. Especially when it comes to our kitchen masters, they don’t speak ‘spice’ in everyday language, they use ‘masala.’ You can take it even further by adding the ‘hinglish’ version of your tagline in the images, as Catch does, “Catch ka Koi Match Nahi”  or Navranta writes,  “thanda thanda cool cool.”

However, a word of caution: Words may have that impact, but full sentences may divide customers by language. Ensure you are using the most widely recognised languages (Eng/Hin) if using full sentences and that it also fits well under Amazon’s guidelines and policies. A good practice is to include both versions of your word, i.e., English and Hindi in your listing to cater to both kinds of audiences. 

• View your products from the customer’s POV to connect better. 

To truly resonate with your customers, it’s essential to step into their shoes. Viewing your product listings from their perspective allows you to identify what truly matters to them and tailor your content accordingly.

This connection is your real USP. Don’t go for generic copies, it is easily forgettable. Invest in the thought – ‘why should a customer care about your product’ and frame your content accordingly. 

For example, if you sell travel luggage, showcase real-world scenarios such as business trips, family vacations, etc. This builds an emotional connection and shows how your product fits into their daily life. Moreover, instead of just listing technical specs, explain how those features will improve the customer’s life whether it’s saving time, enhancing comfort, or solving a problem. Like how Aristocrat simply doesn’t say “Spacious Bags” but “Extra Space for Long Journey.”

• Engage your audience through drama and Bollywood. 

One of the most powerful ways to captivate your audience is through drama and Bollywood-inspired content. Indians live on emotions and buy on emotion. So, if you spot your products in the hands of a popular influencer, incorporate that ‘image’ into your banners.

Or if products can find a connection with any ongoing trend or a currently released Bollywood movie, or a popular character, capitalise on it to create FOMO (Fear of Missing Out) within your buyers. This taps into the social pressure to keep up with the latest trends and encourages immediate action from your buyers.

Since, updating your A+ is a day’s process, it is easy to bring ‘Sale,’ ‘festival,’ and ‘Seasonality’ specific phrases to enhance that ‘FOMO’ emotion and push conversions. Utilize this for upcoming Amazon sales like ‘Amazon Prime Day’ or more. 

Pro Tip: 

Ensure your content follows a good ratio of 20% text for 80% image. That small margin of visual breathing room can be the difference between a customer scrolling past and stopping to click.

How to further optimise A+ and A++?

• Adding keywords to improve Amazon SEO. 

Use the product description and text modules in A+ Content to naturally incorporate keywords. Focus on highlighting key features, benefits, and unique selling points, while weaving in targeted keywords related to your product. This helps Amazon’s algorithm better understand what your product is about and match it to relevant customer searches.

• Utilising the Alt text 

Many A+ Content modules allow you to add image captions. Use this space wisely by adding relevant keywords. You can also optimize alt text for images if it’s available in the module. This helps not only with Amazon SEO but also ensures your content is more accessible.

• Text and Comparison Charts

Utilise the comparison charts and additional text sections to place keywords that differentiate your product from competitors. Make sure these sections highlight important details like size, features, and benefits, using phrases that your target customers are searching for.

Concluding Thoughts

Premium A+ window is limited-time access. This feature allows you to go beyond basic product descriptions by adding rich media elements like videos, carousels, hover effects, and advanced image modules to capture attention and build trust within buyers. Leverage this marketing strategy to increase sales because if you’re skipping Premium A+, you’re walking away from up to 20% more in sales.