Definition: A+ Content is an advanced marketing tool in Amazon Seller and Vendor Central that allows brand owners to replace the product description with high-quality images, comparison tables, and structured texts. The goal is to increase the conversion rate (CR), boost brand trust, and reduce the return rate by providing better product education.
Deep Dive
A+ Content is your brand’s digital showcase. If you only upload standard images here, you miss out on massive potential. Strategically, A+ fulfills three core functions:
- Conversion Optimization: By visually highlighting USPs (Unique Selling Points), purchasing barriers are reduced. Amazon itself states that A+ Content can increase the conversion rate by up to 5% to 10%.
- Cross-Selling & Cart Value: With the standard comparison table, you can specifically link to other products in your portfolio. This keeps customers within your brand ecosystem and protects against them moving to competitors who appear below your listing (in ads).
- SEO & Indexing: Although the text in A+ Content is (currently) not directly indexed by Amazon for organic ranking (unlike the backend or title), the image alt texts are included in Google indexing. Additionally, a higher CR indirectly leads to better organic ranking on Amazon.
For registered brands, Amazon also offers Premium A+ Content (e.g., through interactive modules, videos, and larger images), which can significantly improve the CR even further.
Practical Example
VALUEZON Tip
Many sellers make the mistake of designing A+ Content only for desktop. Mobile First is the rule here! Over 70% of Amazon users shop on mobile devices. Be sure to check whether your fonts are readable on a smartphone and whether the most important USPs appear in the first two modules. And here’s a pro tip: Don’t just use the comparison table for comparing, but as an active defense tool to push out competitor substitute products from your product detail page.
