Amazon Enhanced Brand Content
Creation & Management Solution For Sellers
Drive Brand Affinity With Amazon Enhanced Brand Content
Build Brand awareness A+ Content
A+ Pages (formerly Enhanced Brand Content) allows Brand Registered Sellers a new dimension to promote products and maximise conversion. Used right, these pages increase sales on listings from 15-40%. No exaggeration – those are real numbers clients can see!
But these pages are not all that easy to knock out effectively. What in life is?
They are manual and time consuming. They have many unwritten rules and pitfalls Amazon documentation never stays up to date with or with sufficient depth on nuance and detail. They also require overlapping skills; design, copy and analytics.
This page helps flesh out what you need to cinsider and how to get started but you can also push the big blue button below and see if we can help instead!
We can do all this for you… Just saying!
Discussion Design Drafting
Develop the Strategy
Apply and Iterate
Customized Creative Briefing
You need a design. Perhaps many!
- The Amazon A+ templates are rigid and fairly fixed in format and layout. Before you even get a designer to mock up some pages, be sure they check was is possible on Amazon. They are greatly limited in what designs can be actually made on Amazon.
- The design mock delivered, it then needs to be cropped perfectly into its constituent parts and these added to the A+ form locations.
- If you are designing for seasonality or events, think about how you will need to refresh those elements later. For this reason, keep all design works saved in master file format for easy changes later on.
Strategy is vital. Otherwise its busy fools work.
- A+ can be used for different goals. Launching a new product? Trying to get more from top sellers? Trying to up-sell variants and models? The strategy greatly impacts your ongoing maintenance.
- Use PPC to compliment the work. Why pay PPC on listing which are not maximised for conversion? Be sure your PPC campaigns are on listings with A+.
- Use Sponsorded Brand Ads and Storefront pages to compliment the user journey. Align the design, the messaging and the copy to the buyer feels their expereince online is sync’d page by page!
Design & Implementation
Data is King
- Once A+ content is applied, you don’t celebrate with a ‘Mission Accomplished’ banner and party. I mean, you can and it sounds fun. But now the key work comes.
- Use reporting to track the impact. Are the listings converting more? Based off what PPC keywords? Is their journey organic or Sponsored Brand ads lead or other?
- Make changes based on the data. Do not make changes daily or weekly – give these things time. You want weeks of data at a minimum, before thinking about possible changes.
- Keep your changes small. If you change too much, you wont know what change had the impact!
- Be creative and A/B test with Amazon new feature (if you have access) or simply A/B test by trial an error on different product listings.
- Remember – the best A+ listings on Amazon didn’t materialise with once event. They were enhanced over time, based on data. You aren’t not trying to make perfect pages from inception. You are trying to make them great, and use the data to make them better over time.