A+ Premium’s are now available on Seller Central
- Previously, this content was reserved for Amazon’s strategic Selling Partners.
- They increase the conversion rate and allow for more interactive modules to be added.
As we’ve already seen in this post, A+ pages are tools that Amazon makes available to sellers who have a registered brand. They normally replace product descriptions or appear just below them, and are a more visual, attractive and organised way of showing detailed product information.
Extended content on Amazon, as well as helping us to reduce the number of returns by showing more specific information about the product, will also help us to increase the conversion rate to between 5.6% and 20.2%.
Within this content, we’ll find the basic A+ and the A+ Premium. The latter were reserved for certain Vendor clients under an annual subscription. Recently, however, Amazon has decided to give access to this section to Seller accounts that meet two simple requirements.
This way, Seller accounts that have a Brand Story assigned to all products in their catalogue and have 15 A+ pages approved in the last 12 months will be able to create A+ Premium. Also, Amazon will enable this service at the end of each month if it considers that the minimum criteria are met.
In this post, we’ll tell you in detail about what A+ Premium’s consist of and how you can get the most out of them.
But what exactly are A+ Premium’s?
A basic A+ expands the description’s information regarding the product’s features and uses in order to proactively respond to any potential questions that customers may have. On the other hand, in an A+ Premium we will be able to increase interaction, offering a better user experience.
Although both are displayed at the same level on the detail page and are created from the “A+ Content Manager” section, the features and modules available are very different.
In the basic A+, we’ll only find text and images, while in A+ Premium’s we’ll be able to include videos, with or without text, interactive sales images, etc.
Also in the A+ Premium, the comparison graphics are presented better and have a more suggestive design, the images are larger and many other modules are enabled, such as the carousel or the questions and answers module.
In this way, a correct combination of text and image modules will allow us to increase the conversion rate up to 20.2%, a not insignificant figure compared to the 5.6% that the basic A+ increase it by.
Modules available in basic A+ content.
Modules available in A+ Premium content.
A/B: what they are and how they can help you
Although A+ content is proven to increase the conversion rate, it’s often difficult to make a decision about how to develop the content towards maximising profit.
It is for this reason that Amazon allows you to perform what is known as an A/B test, which basically consists of comparing two versions against each other to see which one performs better. This is a good way to determine the model which can have the greatest annual impact on your brand.
To be able to carry out these tests, a number of requirements must be met, otherwise the results may not be entirely reliable:
- Both ASIN’s should belong to your brand.
- Both should have a sufficient volume of traffic and sales, preferably several dozen orders per week.
Although you can’t do this for every A+ you publish, you can use the results to improve the rest of your content and draw global conclusions.