This document discusses Amazon's A+ Content program which allows vendors to enhance their product detail pages with additional text, images, and modules. It provides an overview of A+ Content and its benefits, including developing brand equity, educating customers, building trust, being mobile friendly, and improving return on advertising budget. The document also reviews case studies on using A+ Content to showcase luxury products, mitigate negative reviews, and highlight complex products. It concludes with tips for effective A+ Content like following sizing requirements and maintaining branding.

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Branding on Amazon:
Convert Customers Confidently &
Power Sales Using Amazon’s A+ Content

2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Solutions

5. AJ Swamy
Client Services Manager
Today’s Speaker

6. Today’s Agenda
● Comprehensive Detail Page
● Introduction to A+ Content
● Top Benefits of Investing in A+ Content
● Review of Problem-Solving Case Studies
● Takeaway Tips for A+ Content

7. Comprehensive Detail Page

8. Comprehensive Detail Page
Comprehensive Detail Page
● All elements must work together → cohesive message
● Communicate a cohesive message on your Detail Page.
● Understand the real estate available on your product page
○ Use concise, attractive aesthetics and content
○ Communicate reasons to buy
Title Bullet
Points
Detail
Page
Imagery
Product
Descriptions
Enhanced
Content

9. Communicate Your Message
Brand Messaging
● Tell your brand story
● Develop your brand aesthetic & tone
● Establish brand equity
● Communicate key elements of your brand
Product Messaging
● Communicate the main reasons
to buy
● Describe product complexities
● Address product-related FAQs
Product
Message
Brand
Message

10. Components to Detail Page Cohesion
Title
● Describe your product
● Attract your target audience
● Use descriptive and concise text
Bullet Points & Product Description
● Communicate key reasons to buy
Detail Page Imagery
● Visually communicate key reasons to buy
● Showcase product details
● Explain product use
Enhanced Content
● Tie all elements together
● Bring detail page to life
● Showcase your brand

11. Live A+ Content Walkthrough
1. Bounty A+ Content
2. Plenty A+ Content
3. Scott A+ Content

12. A+ Content

13. What is A+ Enhanced Marketing Content?
● Allows vendors to enhance product
detail pages with additional text and images
Why should you care about it?
● Educate Customers Around
Product Complexities
● Develop Brand Equity and Awareness
● Potentially Increase Sales
“Recreate the
in-store shopping
experience on a
two-dimensional
screen”
A+ Content Overview

14. Building Your A+ Content
Modules
● Self Service Module
● 12 module options
● 5 modules per page
Approval Process
● Timeframe: up to 7 days
Fees
● Free in Vendor Central
Different from EBC

15. Top Benefits of Investing in A+ Content

16. 5 Top Benefits
1. Develop Brand Equity
2. Educate Potential Customers
3. Building Customer Trust
4. Mobile Friendly
5. Better Return on Advertising Budget

17. Benefit #1
Develop Brand Equity
● Customer’s first touch point
● Incorporate PFI, lifestyle images, branded headers
● Translate brand equity built on other channels to Amazon
● Strengthen brand value on Amazon
● Drive brand affinity

18. Benefit #2
Educate Potential Customers
● Showcase unique value of products
● Differentiate brand products from competitors
● Lead customers to making an informed decision
● Reinforce “reason to buy” to your audience
● Reduce customer returns and negative reviews

19. Benefit #3
Build Customer Trust
● Brand equity as proof of legitimacy
● Use of testimonials, educational content & addressed FAQs

20. Benefit #4
Mobile Friendly
● Mobile-friendly stackable modules
● Mobile responsiveness
● Ceaseless contact with customers
51%
Of consumer traffic
comes from mobile &
tablet web browsing
68%
Of time spent with
digital media on average
month is on mobile
Source: https://advertising.amazon.com/blog/mobile-programmatic

21. Benefit #5
Better Return on Advertising Budget
● Converts more customers with details
● Indirectly improves products search ranking
● Improves customer purchase confidence
● Amazon estimates: 3-10% sales increase

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STACK TEXT ROW 2Problem-Solving Case Studies

23. Enhancing Luxury
Beautyrest Platinum
Pain
● Convincing premium price
● Showcasing luxury
Gain
● Justify a higher price point

24. Oakley Radar Pace
Pain
● Mitigating negative reviews
● Stopping confusion around product
Gain
● Explain features with creative
Showcasing Complexities

25. CRAFTIVITY Crafts
Pain
● Complex Product
Gain
● Highlighting products use case
● Maintain branding using aesthetics
Maintaining Focus on Your Brand

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STACK TEXT ROW 2Takeaway: Tactical Tips for A+ Content

27. Best Tips from Our Experts
Sizing & Resolution
● Adhere to requirements
Proofreading
● To avoid errors and disapproval
Content
● Proper symbols & trademarks
Designing
● Maintain branding
Image vs. Text
● Leverage banners, charts
● Minimal text
Focus on products:
● Have a strong brand story
● Comprised of complex features
● Are priced as premium

28. Today’s Recap
● Comprehensive Detail Page
● Introduction to A+ Content
● Top Benefits of Investing in A+ Content
● Review of Problem-Solving Case Studies
● Takeaway Tips for A+ Content

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Schedule Your 1-1
Amazon Creative Services Evaluation
CPC Strategy’s Amazon Creative Services Evaluation is a comprehensive 60-minute analysis and
assessment of your Amazon Vendor Central account, advertising programs, product order
volume, and profitability metrics.
What Now?
bit.ly/VendorContent-Evaluation

30. Questions for Today’s Speaker?
AJ Swamy
Client Services Manager