Why Get an A+ Page for Amazon?

One of the questions I get asked most often by friends, businesses, and brands is: Why should I create an A+ Content page for Amazon? I usually give five main reasons, which I’ve listed below.

1. Increases conversion rate
2. Communicates stronger perceived value
3. Protects page real estate
4. Helps check off Amazon’s Retail Ready expectations
5. Improves advertising KPIs

Brand owners enrolled in Amazon Brand Registry can use Basic A+ Content and Brand Stories. Make sure to check eligibility for both your Amazon seller account and Brand Registry based on the countries where you want to sell.

Amazon strongly recommends adding an A+ Content page. Here is a video directly from Amazon.

For more information: https://sell.amazon.com/tools/a-content

When planning the development of your A+ Content pages, it is important to understand your options.

• Option 1: Do it yourself / Cost = Time
• Option 2: Upwork or freelance designer / Cost = $400 to $1,500
• Option 3: Agency (Amazon agency or creative agency) / Cost = $1,500 to $2,500

Option one will cost you time, but if you already have an in-house designer, it may take around 5 hours to build the layout framework and begin designing.

Choosing the second option, such as hiring a freelancer through Upwork or Fiverr, may look more affordable at first. However, based on my experience supporting multiple brands, companies that choose this route often end up spending more in the long run.

Option three, working with an agency, can be a stronger solution, but it can also become expensive if you do not plan carefully. If you decide to work with an agency, I’ve included recommendations below.

Product-Specific or Brand-Generic A+ Content

Depending on your objective, you can save money by deciding what type of A+ Content strategy you want to use. You can create product-specific A+ Content or brand-generic A+ Content.

1. Product-specific A+ Content is ideal for a single product that sells well. However, creating unique A+ Content for 10 or more ASINs can become very expensive.
2. Brand-generic A+ Content is great for communicating a broader brand message across 10 or more ASINs. This route usually saves both time and money.

For example, if you sell between 5 and 100 different products and you are working with a budget, I highly recommend creating a branded, generic A+ Content layout that can be applied across multiple ASINs. This saves both time and money.

If you have multiple products, it is smart to ask your agency to create a framework for your A+ Content pages. That framework can then be used to build a hybrid approach, with more product-specific messaging at the top and more generic brand messaging at the bottom. Many agencies charge full price for the first page, but may offer variations of the same structure for a lower price. Be sure to negotiate that in advance.

Not All A+ Content Pages Convert

Not every designer knows how to design effectively for A+ Content. When working with a freelancer, agency, or in-house designer, it is important to clearly communicate the three things you want the page to achieve.

Perceived value through image design that tells your story or highlights product benefits using strong visual banners

Creation of custom icons, awards, and media mentions to build trust and reinforce perceived value

SEO-focused modules for indexing and comparison grids

Below is an example of a product detail page before and after A+ Content was added. I found this example on a YouTube channel, and it does a good job showing the value that A+ Content can bring to a listing.

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