Nowadays, under Amazon’s policy of canceling support for HTML, the expressiveness of the text details of Listings will be greatly reduced. At the same time, the new tool that Amazon gave to brand sellers earlier – “A+ Page” (formerly known as EBC) has become more prominent. Sellers can use rich graphic information to crush the pure text version of the details. This weak and strong difference has opened up the competitiveness of Listings. Amazon’s official data shows that “A+ Page” can increase the order conversion rate of Listings by 5% to 8%, and the conversion rate is very stable.
Custom A+
Since the advantages of “A+ Page” are so great, how can brand sellers create “A+ Page”? First, we select “A+ Page” in the “Advertisement” menu of the Seller Center to enter the manager.
Secondly, we click “Start Creating A+ Product Description” on the right to enter the editing interface of “A+ Page”, and select “Enhanced Product Description” to create a custom “A+ Page”.
On the description editing page, Amazon will provide 17 templates for sellers to choose from. Sellers select the corresponding template to create and upload graphic information.
The template here only supports graphic information. If brand sellers want to add video files, they must join Amazon’s LaunchPad program before they can insert the video module.
After the graphic information is arranged, confirm the associated ASIN of the “A+ page” and submit it to Amazon for review. According to past experience, the first review of the “A+ page” takes 7 to 15 working days, and it will be applied to the ASIN page 24 hours after approval.
A+ Tips
1. Highlight the selling points of the product
Take the lunch bag as an example. The biggest difference between this product and the competing products is that the space inside the bag is larger, so a lot of relevant materials are used in the “A+ page” to highlight this feature, including real scene pictures and model display pictures.
2. Inspire emotional resonance
This lunch bag style is matched with many pet patterns, such as cute dogs and cats, so some pet materials are added to a certain “A+ page” to give the picture more warmth.