Amazon A+ Content and Premium A+ Content are two levels of enhanced product pages that offer a visual and engaging shopping experience. A+ Content is free for registered brands and provides basic media options, while Premium A+ Content, available to high-performing sellers, adds advanced features like video, interactive modules, and better comparison tables. Premium A+ Content generally improves conversion rates by offering richer customer engagement tools.

Amazon has long recognized the importance of visual storytelling, and its A+ Content program reflects that commitment. If you’re an Amazon seller, deciding between A+ Content and Premium A+ Content could make a significant difference in your conversion rates. The goal of both types is to enhance the customer experience, but they differ in the features and level of interaction they offer.

Key Differences Between A+ and Premium A+ Content

The most notable difference between A+ and Premium A+ Content is the depth of media tools and interactive features available. Let’s break down these differences:

Cost and Eligibility

A+ Content is free for all brands registered with Amazon’s Brand Registry. In contrast, Premium A+ Content comes at an additional cost and is generally reserved for high-performing brands with significant sales history. This makes Premium A+ a better fit for brands with a strong product line and the resources to justify the additional expense.

While there is no official cost for Premium A+, it is typically only available to sellers who have achieved high sales volumes. Amazon also tends to offer Premium A+ Content as part of special promotional packages to select sellers.

Media and Interactive Features

A+ Content allows for basic enhancements such as standard images, text modules, and comparison charts. It’s designed to enhance product descriptions and provide a more appealing alternative to the standard Amazon text layout. You can expect a layout featuring images with accompanying text, but the customization is limited to certain templates.

Premium A+ Content, on the other hand, ups the ante by offering features that A+ Content doesn’t provide, such as:

• Videos: Premium A+ Content allows sellers to integrate video into their product descriptions. Videos can showcase product demonstrations, lifestyle use, or brand storytelling. For example, Full Video Modules allow up to 3-minute videos with a maximum size of 200MB. This is a significant upgrade as videos are known to increase conversions by up to 80%.
• Interactive Hotspots: These clickable sections on images allow users to explore product features in greater detail. They create a more immersive shopping experience by highlighting features visually as customers interact with the page.
• Enhanced Comparison Tables: Premium A+ comparison tables not only allow you to compare multiple products, but they also include “Add to Cart” buttons, prices, and reviews directly in the table. This streamlines the customer journey, potentially increasing sales. For instance, if you’re selling multiple products in a category, such a table can allow customers to see up to 7 products side by side, each with key features, price, and reviews clearly visible.

In contrast, A+ Content comparison charts are static, without the interactive or visual-rich elements that make the Premium A+ versions stand out.

Layout and Visual Appeal

A+ Content has limitations when it comes to layout and customization. The focus is on providing clear images and text modules, but the presentation is relatively rigid and does not allow for full-page takeovers or enhanced background imagery.

Premium A+ Content, however, offers modules like Full Image Banners, where you can display 1464 x 600px desktop images or 600 x 450px mobile images, showcasing brand lifestyle shots or customer testimonials. These banners provide an immersive visual experience, especially useful for luxury or premium product lines.

Moreover, Premium A+ Content includes Text-Over-Image modules, where sellers can superimpose key benefits directly over product images. This can be used creatively to direct attention to specific product features.

Benefits of Premium A+ Content Over Regular A+

The advanced features of Premium A+ Content offer several tangible benefits, especially for brands with more complex or high-value products.

Enhanced User Engagement

Premium A+ Content’s interactive features such as videos, hotspots, and detailed comparison charts help keep users on the page longer. According to Amazon’s internal data, Premium A+ Content can increase sales by 10% to 15% compared to standard A+ Content.

Better Conversion Rates

By creating a more engaging and informative experience, Premium A+ Content leads to higher conversion rates. For example, a brand utilizing video demonstrations and interactive product descriptions could experience up to a 20% increase in conversions, especially in competitive categories like electronics or home appliances.

SEO Boost

An often-overlooked benefit of Premium A+ Content is the potential SEO advantage it offers. By increasing customer engagement and reducing bounce rates, Premium A+ Content can improve product ranking within Amazon’s search algorithm. Additionally, the extra text space in Premium A+ modules offers more opportunities to include relevant keywords, further improving your product’s searchability.

When Should You Use Premium A+ Content?

Premium A+ Content is ideal for brands selling products where visual demonstration or detailed feature breakdowns matter. For example:

• High-value products: Premium A+ is a great fit for luxury goods or high-ticket items like electronics or furniture, where showcasing quality and features is critical.
• Complex products: If your product has many features or technical specifications, the interactive and video modules in Premium A+ allow you to explain these in detail.
• Cross-selling and upselling: The enhanced comparison tables in Premium A+ are perfect for brands that want to highlight related products and encourage customers to purchase additional items.

How to Upgrade to Premium A+ Content

To access Premium A+ Content, brands generally need to meet certain eligibility criteria. Typically, Amazon invites brands to use Premium A+ based on sales volume and overall brand performance. To qualify, sellers should focus on consistently high performance, including excellent customer reviews and strong sales data. If you’re eligible, Amazon will notify you in Seller Central, offering the chance to upgrade to Premium.

Wrap Up

Choosing between A+ Content and Premium A+ Content depends on your brand’s needs and budget. A+ Content is an excellent way to enhance product descriptions and improve customer experience for free, but Premium A+ Content offers advanced features that can lead to higher engagement and conversion rates. Brands with complex, high-value products should consider upgrading to Premium A+ to leverage features like video, interactive hotspots, and enhanced comparison tables for a more immersive shopping experience.

FAQs

What is A+ Content on Amazon?

A+ Content is a feature that allows Amazon sellers to add enhanced images, text, and comparison charts to product pages, helping to create a more engaging shopping experience.

What is the difference between A+ and Premium A+ Content?

While A+ Content offers basic media like images and text, Premium A+ Content includes advanced features such as videos, interactive hotspots, and dynamic comparison tables.

How much does Premium A+ Content cost?

There is no fixed cost for Premium A+ Content. It is usually offered to high-performing brands by Amazon as part of special promotions or based on sales history.

How can I access Premium A+ Content?

Amazon typically offers Premium A+ Content to brands with high sales volumes and strong customer engagement. You may receive an invitation to use Premium A+ through your Seller Central account.