UPDATED March 11, 2020.
In preparation for a more unified platform, Amazon has been mirroring their features for Vendors & Sellers. The information on this page now applies to both Sellers & Vendors.
What is A+
A+ Pages (previously known as Enhanced Marketing Content) allow brand owners to augment the product descriptions of branded ASINs. Using this new tool, vendors and sellers can describe product features in a different and visually appealing way by including a unique brand story, enhanced images, multiple text placements/formatting, and comparison charts. Adding effective A+ to product detail pages can increase conversion rates, traffic, and sales.
This feature is only available to vendors and sellers who have enrolled in Amazon’s new brand registry program. Once approved, they can add A+ to products that are part of their approved brand catalog.
How does this differ between Vendors & Sellers?
Vendor A+ Pages will display in the “From the Manufacturer” section of the detail page, whereas Seller A+ Pages (previously known as Enhanced Brand Content) will replace the “Product Description.” Previously, the platforms had different modules, but that has all been unified now.
How Much Does A+ Cost?
Previously, vendors had to pay a fee for A+ pages. However, Amazon introduced A+ credits for vendors in Q4 of 2017 to coincide with the launch and fre promotion period of A+ / EBC for sellers. Since then, Amazon has still not reinstated any fees and the features remain free.
If/when a fee is implemented, Amazon will make an announcement ahead of time in the EBC tool so that sellers know about the change. Existing content will remain on the detail page if any fees are implemented.
A+ Page Formats
Amazon has a variety of modules that allow for customization. Over the years it has fluctuated somewhat, mostly on the seller end. The template itself is completely customizable.
You have access to 17 different modules, and you can have up to 7 modules in your custom template. Modules can consist of images, heading text, and description text. There are a few special modules that have their own unique features like product comparison charts (with clickable links), hover features, and technical specs.
Previously, vendors only had access to 12 modules. Amazon has expanded this over time, partially in an effort to create uniformity across the vendor and seller platforms, which previously had different options available to them.
Which ASINs should I create A+ for?
A+ can only be added to ASINs enrolled into a seller’s brand catalog. ASINs that have a retail contribution get a little complicated, and A+ can only be added from the vendor side. If you own the retail contribution, you can request to have it removed via your vendor portal, or you can reach out to Brand Registry to transfer ownership to your seller account.
A+ may be applied to parent (or standalone) ASINs or child ASINs. You should at least use A+for your ASINs that are advertised or have deals. Best sellers & highest ranking products are also good candidates. You can easily copy A+ between similar parents as well which can save some time if you have a large catalog.
Are you ready to create your own A+? Check out Part 2.