Amazon Premium A+ Content: How to Optimize Your Amazon Listings for a 20% Conversion Boost

Premium A+, or A++ Content, is the top tier of Amazon product listings. 

Amazon estimates that while A+ Content boosts sales conversions by 3-10%, with Premium A+ Content, that figure rises to 20%!

So, if the potential revenue boost is so high, why isn’t every Amazon seller using Premium A+ Content?

It’s only available to select sellers and this article will walk you through how to become one of them and the true advantages of Premium A+ Content. We’ll cover:

1. What is Premium A+ Content?
2. The Conversion Power of Amazon Premium A+ Content
3. Premium A+ Content Modules
4. How to Qualify for Amazon Premium A+ Content
5. Pros and Cons of Using Amazon Premium A+ Content
6. Basic A+ Content vs. Premium A+ Content: Is it Worth It?

What is Premium A+ Content on Amazon?

Premium A+ Content, also known as A++ Content, is the most advanced type of product listing enhancement that Amazon offers, with brands registered through Brand Registry able to add more interactive and high-quality elements, such as full-width imagery and high-definition videos on product pages.

It was initially available only to vendors on Vendor Central, but Amazon later extended it to Seller Central, making it accessible to a wider range of sellers (more on that later).

The Conversion Power of Amazon Premium A+ Content

Increasing your conversion rate by 20% is no easy feat, and yet, Amazon claims that Premium A+ Content can do just that. 

How Amazon Premium A+ Content Increases Conversion Rates

The enhanced visual and interactive features of Premium A+ Content lean on visual storytelling to effectively attract and retain customer attention. Detailed and visually appealing presentations of products help clarify the features, benefits, and ultimate value the customer will achieve when they buy – leading to a higher likelihood of purchase.

Videos and interactive modules are also powerful ways to explain the product more effectively, encouraging higher customer trust and confidence as they have a better understanding of how it works. 

With a more comprehensive and visually-grabbing overview of the product, Premium A+ content can lead to quicker customer decision-making, ultimately increasing conversion rates. 

Just take this listing for a Dyson Vacuum Cleaner. They’ve incorporated video, and multiple interactive modules in their product description to engage customers and use visual storytelling to help them visualize what it’s like to use the Dyson. 

The Impact of Amazon Premium A+ Content on the Customer Shopping Experience

Amazon is all about providing the best customer shopping experience. Premium A+ Content is just one of the ways that they do that. 

Customers can explore products in detail with interactive and full-screen content, be better informed, and buy into the stories of the brands they’re purchasing from. All of which leads to an overall better experience, customer loyalty, and trust.

Some brands also report a reduced return rate because customers can more clearly understand the products so their purchase meets their expectations. 

Premium A+ Content Modules

Brands eligible for Premium A+ Content have access to all of the regular A+ Content modules plus 10 premium modules. Here are the six most impactful premium modules you need to know about:

Video

One of the standout features of Premium A+ content is the ability to include high-definition videos in your Amazon listings. 

They can be combined with text to provide detailed explanations alongside visual demonstrations, making it easier for customers to understand the product. 

Navigating Carousel

Showcase multiple images or videos in a single interactive module. This provides a space-efficient way to create a flowing narrative or journey through the product’s variations or features, enhancing the customer’s experience.

Interactive Hotspots

Interactive hotspots are another unique feature of Premium A+ Content. These modules enable detailed exploration of product features by the user tapping on different areas of the image to show text boxes highlighting the product’s benefits or features.

Q&A Module

The enhanced Q&A module in Premium A+ allows for interactive FAQs directly in the product description. This feature includes dropdown questions that customers can expand to see detailed answers, helping in addressing common customer inquiries effectively and enhancing the decision-making process.

Premium Full Images

Premium A+ content supports a maximum width of 1464px for images to allow for higher resolution and clearer images versus standard A+ Content images, improving visual appeal and attracting more customer attention.

Comparison Tables

Comparison tables in Premium A+ are more interactive and informative than those in basic A+ Content. You can include scrolling images or fixed comparisons to guide customers through different product features across your product range.

How to Qualify for Amazon Premium A+ Content

This is the important part: How does an Amazon seller qualify for Premium A+ Content?

Amazon has set specific eligibility criteria that brands must meet to qualify for Premium A+ Content. Here’s what you need to know:

Eligibility Criteria for Amazon Premium A+ Content

1. Already be enrolled in Amazon A+ Content: There’s no skipping straight from standard listings to Premium Content, you must first meet all of the eligibility criteria for A+ Content and be implementing it on your listings before you can become eligible to upgrade. Here’s how:

2. Published A+ Brand Story: You must have a published A+ Brand Story for all owned ASINs in your catalog. This means that every product you sell on Amazon should have an enhanced content block that tells your brand’s story and highlights the unique features of your products.

3. Approved A+ Content: You must have at least 15 approved A+ Content submissions within the past 12 months. This shows Amazon that you’re actively using the A+ Content feature and are committed to providing high-quality content for your customers.

It’s important to note that eligibility criteria may vary by country. Meeting the criteria in one country does not guarantee eligibility in another. Therefore, it’s essential to check the specific requirements for each country in which you sell your products.

You can check your eligibility for Premium A+ Content through the A+ Content Manager in Amazon Seller Central.

It also goes without saying – but we’ll say it anyway – that to remain eligible, you must maintain compliance with Amazon’s product policies.

Pros and Cons of Using Amazon Premium A+ Content

Amazon Premium A+ Content can be a game-changer for brands selling on Amazon. It offers a host of benefits, from enhanced product visibility to increased conversion rates. However, like any tool, it also has its drawbacks. Let’s take a closer look at the pros and cons of using Amazon Premium A+ Content.

Pros of Amazon Premium A+ Content

1. Gain a competitive edge with listings that stand out against competitors.

2. Expect an increase in conversion rates averaging 20% versus standard listings.

3. Reduce returns and increase positive feedback by meeting customer expectations, as the purchase with the knowledge to make more informed buying decisions.

4. Establish your brand’s credibility and trust among customers to encourage loyalty and repeat purchases.

Cons of Premium A+ Content

1. Budget for high content creation costs for high-quality images, videos, and optimized, engaging sales copy, all of which require a significant upfront time and financial investment.

2. Expect less SEO-friendly product descriptions as they’ll rely heavily on visual and interactive elements rather than text-heavy keyword-rich content.

3. Setup and maintenance can be time-consuming, not to mention the increased resources required for ongoing maintenance and optimization of more extensive product listings.

4. You’ll be subject to stricter guidelines than A+ Content, which can limit creative freedom and slow down the content creation process.

Basic A+ Content vs. Premium A+ Content: Is it Worth It?

Premium A+ Content used to be a Vendor-exclusive program that came at a high price tag. Now that it’s open to eligible brands – and completely free – it’s a highly valuable tool to enhance your listings even further to drive more sales. 

When it comes to enhancing your product listings on Amazon, both Basic A+ Content (formerly known as enhanced brand content) and Premium A+ Content offer valuable features. However, they differ in several key areas, including the level of interactivity, visual appeal, and potential impact on conversion rates. 

Both versions aim to enhance the customer experience, but Premium A+ does so with a greater level of interactivity and visual appeal. This can lead to a more engaging and satisfying shopping experience for customers.

So, if you’re eligible for Premium Content, and have the budget to invest in high-quality video and images, upgrading your content from A+ to Premium A+ could be an extremely smart move for your Amazon business.