As the world’s largest e-commerce marketplace, Amazon sells millions of products. Each product is organized and identified by a ten-digit alphanumeric code called the Amazon Standard Identification Number (ASIN). But customers don’t care about your product’s ASIN and by itself, the ASIN cannot capture their minds and hearts.
So what can?
A+ Content!
Amazon A+ Content is the additional content that goes on your product pages. It could include rich text, high-resolution images, high-definition videos, detailed FAQ lists, and even comparison charts of competitors’ products – basically anything that can make your offerings stand out and capture buyers’ attention.
Any vendor or seller who is approved through the Amazon Brand Registry program or is part of programs like Amazon Launchpad and Amazon Exclusives can add A+ content to the products in their approved brand catalog.
If you are an Amazon vendor or seller, you too can set up your brand’s A+ content without investing much time in it. But why should you set it up? And how can A+ content benefit your brand? This blog will tell you why.
Tell Your Brand’s Story
To boost the value of your e-commerce brand, it’s not enough to simply list products on popular marketplaces like Amazon. You also need to connect with your target audience, build a bond, and show how your products can improve their life. Here’s where your brand’s story comes in.
Great storytelling can change the course of a brand’s success journey. A compelling brand story goes beyond explaining the utility and functionality of products. It features a cohesive narrative and clearly communicates the brand’s values. It also packs an emotional punch that resonates with people, convinces them to support you, and garners their long-term loyalty.
As an e-commerce brand, you have an opportunity to tell your brand’s unique and compelling story on Amazon – with A+ Content. Add enhanced image and video content to communicate the brand’s mission and values and make the consumer the “hero” of your story – both of which are great ways to capture and retain their attention.
Increase Customer Engagement and Deliver Customer Experience
In e-commerce, it’s a mistake to think that customers only care about product features, price, or availability. They care more about the experience the brand delivers. In the latest research, the Future of Ecommerce Report 2021 states that “today’s consumer expects easy-to-use, intuitive digital experiences across channels and devices. Brands that can deliver on those expectations are seeing the greatest returns.”
A+ content is several steps ahead of the usual content that e-commerce sellers create for their products. It enables potential buyers to better understand what you are offering and how your products can meet their needs, address their pain points, or make their life better.
More importantly, it can provide a sophisticated shopping experience they will remember for a long time. Images and text are important because they explain the product’s features and functionalities. However, they cannot deliver a unique buying experience or bring the customer closer to your brand. For this, you need A+ content.
Videos and other types of high-quality and/or interactive content will show customers exactly what they will get from the product and how it will impact their life. Thus, it will create unique engagement and deliver amazing experiences that traditional product listings just cannot do.
Increase Conversions
Amazon’s A+ Content grabs the attention of potential buyers because it is rarer, more attractive, and more compelling than run-of-the-mill product listings. High-resolution images, FAQs, videos, and other elements give buyers the information they need in a consumable and attractive format. They also bring your product(s) into the limelight and differentiate them from other similar products crowding the marketplace.
Leverage the additional visuals to highlight your product’s unique features and benefits – aka the unique selling proposition (USP) – and showcase why it is special. Take advantage of all the possible interplays between text, images, videos, and other types of content to provide relevant details and enable buyers to better visualize the product.
High-quality content will also break down complexity – which is especially vital if your products offer multiple features or functions and can solve many needs – so buyers will understand exactly what they will get with their purchase. All of this will help drive purchase decisions and boost conversions. Great A+ content can also convince on-the-fence buyers to cross over and complete the purchase. They will better understand the value they can expect to derive, increasing the chances that they will complete the transaction. This will again positively impact conversions, bump sales by 3-10%, and ultimately, boost revenues and profits.
A Final Word
This article talks about the advantages of creating A+ Content for your brand. In addition to telling your brand’s story, increasing conversions, and providing amazing customer experiences, A+ Content can also help strengthen your brand’s competitiveness, reduce returns, earn customer trust, and even get better reviews.
So, if you have not considered this amazing branding/marketing strategy before, we urge you to do so right away. Ergode can help. Contact us and we will show you how to create compelling A+ Content that enhances your product pages, differentiates your brand, impresses customers, and boosts sales.
