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Yuliia Honcharova
Senior SEO Manager at Gepard
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Rich Content AKA A+ Content: Is It Really Essential For A Brand?

7 min read
March 22, 2022

Rich content is the new normal when it comes to building an online brand value for any product. With 4.66 billion active Internet users and information consumption rate growing twice faster than what it was before 2020, rich media needs to be more engaging than ever. Making your online shop stand out is what gets eCommerce businesses ahead.

What Is Rich Content?

Sounds, videos, images, or any other elements that cause users to interact with them are considered rich media content. Due to the rapid online media consumption growth, our attention spans are becoming noticeably shorter. This shift in attention makes marketers’ task of raising user engagement seemingly challenging.

What Is A+ Content?

For many online retailers, successfully marketing and selling means crafting an individual brand story that customers can relate to on an emotional level. This is often achieved by enhanced images and carefully placed marketing copy.

If there is any company that understands the challenges that eCommerce businesses owners face when it comes to marketing, it’s Amazon. This is exactly the reason why the company has designed and implemented A+ content.
A tool that allows merchants trading on the marketplace to not just sell a product but to tell a story.

Perhaps the most renowned brand that utilizes the tools that A+ content offers is Columbia. The outerwear, sportswear, and footwear company implements all of the rich media options available on the platform and seamlessly combines them with a smooth shopping experience for the store visitors.

Amazon A+ Content: What’s Inside?

Enhanced Product Descriptions

We are all familiar with the traditional product description page that has a few images of a particular item from different angles. Right next to the pictures there will usually be a simple bullet point description with measurements and other important attributes that help a person make a decision whether to buy this item or not. This option is ok but it doesn’t sell the item, it simply acts as a virtual showcase.

Enhanced product description goes beyond a simple list of properties that describe an item, it tells a story with a carefully crafted copy that introduces visitors to the brand in a unique way that forms an emotional and informative connection. All of this is followed by a series of “call to action” messages that prompt users to engage with the product page.

One great example of a company taking advantage of the Amazon A+ content functionalities is Gillette. In their Amazon store, they don’t simply list the razors with their description. Utilizing exceptional copywriting, they dive into every little detail of the features of the razor, demonstrate a variety of comparison charts, reviews, and so on.

Rich Content Types

Brand Content

Online merchants selling on Amazon have the option to build a branded identity for the products they list with A+ content design features. This can be achieved by implementing banners with slogans and other strong visual hooks in a form of images and videos that are supported with dynamic text. Such branded content helps with the introduction of brand history and its values, all while assisting in marketing the offered product lines.

Black Rifle Coffee, a company jointly owned by former members of the US armed forces, perfectly demonstrates in their Amazon listing how to build an identity around their product using rich media content.

Eligibility Requirements

In order to use the Amazon A+ Content, there are a few requirements that sellers need to meet. The main one is being approved as a brand owner who is a professional seller that followed the Amazon Brand Registry process. Additionally, the actual brand catalog needs to be submitted for Amazon’s approval.

How To Create A+ Content: Best Practices

Use Built-in A+ Content Manager

The eCommerce platform offers a CMS in the Seller Central Amazon section that is used to publish products. Everything from images, videos, descriptions, and other essential information is entered in this section.

Submit Alt-Text Keywords When Working With Images

For Google to run better indexing of your Amazon store and push it higher in search results it’s absolutely crucial to use the best Alt-text keywords for the images that are being uploaded. Due to the fact that Amazon’s algorithm values pages that have high traffic from external sources it’s worth putting extra effort into this process.

Apply ASINs To The Content

Each individual product being sold on the platform is required to have an ASIN (Amazon Standard Identification Number). In order to obtain the number, the merchant needs to submit the listing with some UPC code and Amazon will generate ASIN automatically. A bulk submission via spreadsheet is also available for this process.

Create Language Variations

With 2.14 billion global digital buyers it’s important to optimize what you publish for different markets. This means all of your brand content has to appear in different languages. Conveniently the eCommerce platform offers its users a solution that implements AI technology and is known as Amazon Translate.

Configure A+ Content Properly To Comply With The Requirements

Just like with any other platform, there are certain requirements for the way you build your Amazon brand page. Before pushing your materials for publication make sure to double-check that it doesn’t have any of the below:

  • Low-quality images;
  • Sensationalism in headlines;
  • Clickbait words;
  • Redirection links.

Learn A+ Content Guidelines About The Restrictions

In addition to the requirements that Amazon has there are guidelines that every merchant needs to comply with. The guidelines range from image and text formats to terms and conditions that would contradict those of Amazon.

How To Create A+ Content?

What Are Some Other Types Of A+ Content?

Product Videos

In today’s advanced online marketing environment one of the most engaging ways to present a product to online shoppers is with a video. Images are great and definitely should be there as well but a video is simply more dynamic and draws more attention. This is exactly why Amazon offers a rich video module that helps with product marketing.

The more dynamic your product is the more important it is to feature a product video that demonstrates its features. One good example of a company showing the multifunctionality of its product is Baby Trend. An innovative manufacturer of nursery centers, strollers, and everything “baby” related.

360 Degrees Images

Just like product videos, 360 degrees images are great at engaging with your visitors. Perhaps even more as there is an element of interaction as visitors have to rotate the images and are able to see all angles of what they are shopping for. All of this leads to a more educated buying decision.

For online shoppers, interacting with 360 degrees images is particularly convenient when buying a handheld product. As an example, Bosch, an engineering and technology company that manufactures a variety of electronic products, successfully implements 360 degrees images of its power drills in its Amazon store.

Audio / Sound

Among the 285 million people that are visually impaired a big percentage of them use screen readers to browse the Internet. Featuring an audio description of your product and presenting your brand is important for both accessibility reasons and market share. This can also be done in an explainer video that features an audio description of a product, like the one that the industrial tool manufacturer DeWalt did for their Oscillating Multi-Tools kit.

GIFs / Emojis / Animations

Adding a quality GIF or any other animation file can be a great alternative for both product videos and A+ images. GIFs are generally lighter than videos, take less broadband to load, and still have the same effect. It takes one GIF file to show different angles of an item whereas 3 to 4 images are needed to do demonstrate the same thing.

A good example of animation used in product presentation is that of the globally known brand Samsung. In its Amazon store, the company displays the resolution of their QLED 8K TV sets in a static picture of a TV with an animated screen.

Rich Content / A+ Content FAQ

Why Is Rich Content Important?

With no strong visual elements to it, users are not as engaged with normal text and plain images. In the majority of cases when an online shop has a low engagement rate, it results in low sales. By implementing A+ content online retailers can grab more user attention, provide a better experience and increase revenue for their eCommerce business all while marketing their brand.

A+ Content For Online Retailers

Where Can I Get Rich Content For My Products?

Depending on the scale of your online business there are different ways you can choose for creating rich media content. Among them are employing in-house copywriters, professional photographers, and videographers that will prepare the needed media to make your inventory A+ standard.

If your business doesn’t have the need for full-time professionals in the respected fields, collaborating with freelancers or agencies is always a great alternative with fewer long time commitments.

Do I Need To Inject Rich Media Content To Product Data?

Since the eCommerce space is becoming the normal way most consumers shop for products globally, the two elements go hand in hand. Product data, in a traditional way that most online retailers are familiar with, is essentially normal text descriptions. With rich media coming to the scene it’s important to have it aligned with your product data.

Try Out Gepard’s Product Data Management Solution

As selling online becomes more and more competitive so is the difficulty of building your brand. While rich content does not completely make this task easier it definitely simplifies the process. There are many elements that go into keeping sales of an online shop on top, a dynamic and engaging product experience is one that needs to be prioritized.

With unique experience and high-tech solutions, Gepard can help companies manage data more efficiently. For an online business that has a large volume of sales, it is especially crucial to syndicate its enriched product content across different sales channels in a quick manner.

If you would like to free up your time, forget about tedious manual work with product content and focus on additional business growth tasks, reach out to Gepard for your free demo and learn how we can help you with this.

How Can I Enrich My Product Data?

Yuliia Honcharova
Written by Yuliia Honcharova
Senior SEO Manager at Gepard
17+ years in Digital Marketing, SEO, SEM. Driving the strategy, planning, and execution of the company's search marketing initiatives to achieve its international business objectives. Created and implemented Digital marketing and SEO strategies for businesses in varied domains including eCommerce.

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