Therefore, this paper will discuss how sellers find ways to differentiate their products in the competitive Amazon marketplace easily. Deciding whether to use A+ content or standard content can make a huge difference in your results. This is because each option has its advantages and particular uses in a given context, and it is essential to understand how each impacts your product listings. This article will not only clarify the differences between A+ and standard content but also compare the two and help you figure out which one is best for your branding.
What is Standard Content?
Standard content or basic content is Amazon’s format and the suggested template for setting up product listings. Every seller can access standard content about sellers and products: product titles, bullet points, and descriptions. This basic approach is suitable for declaring the basic features and parameters of products, thus providing customers with an appropriate display for quick comparison. For many buyers, especially those interested in side-by-side comparisons, this format will do them justice with the necessary information.
Being used in environments with a lack of richness and a low amount of variation, standard content is suitable for cheap or standardized products whose price and component benefits are what customers are most interested in. The potential of standard content is that sellers can give a clean, simple, and concise description of the listing. The drawback of this content format is that it rarely has any impressive graphic appeal. Standard content is usually text-only and does not tell enough about a product to give it a place among the competition or establish the necessary brand image in a saturated market.
Also, like any other type of content, standard content lacks the versatility or appeal that comes with designing something interactive like A+ content. Therefore, establishing the use of text becomes crucial to effectively brand a product in the eyes of the customer, especially for high-end or complex products that can be complemented by visual and reusable/value-added information contextual appeals. The seller may be at a disadvantage if competitors honour Amazon EBC.
Benefits of A+ Content
A+ Content or Enhanced Brand Content (EBC) is only available to sellers registered with the Amazon Brand Registry. This means it is more visually appealing as modules are likely to include high-resolution images, lifestyle shots, charts, other types of infographics, and descriptive text. This format is particularly effective in establishing the brand story and creating an emotional link with the audience on its own, AV alone.
The Amazon consulting services can assist you in designing A+ content to showcase your product features and benefits. Creating attractive images, writing a captivating brand story, and organizing various materials require particular attempts in writing, creative skills, and sometimes engaging photographers. Since A+ content is charged at a fixed rate, it is difficult for small enterprises or new sellers with limited spending limits. On the other hand, there can be a minimum for such sellers, which allows them to get started quickly.
HC buyers are not impressed with the enhanced visual and layout options associated with A+ content as they sell more, as shown below. However, A+ content is becoming increasingly popular in driving Amazon sales, as Amazon’s statistics show that additional A+ content can increase sales by an average of 10%. This is especially beneficial for high-end products, as slight differences in description and presentation go a long way in influencing a customer’s decision-making.
Choosing the Right Content Type for Your Product Strategy
So A+ content has many benefits, but it can also cost you more time and effort. Designing beautiful images for infographics, developing a powerful brand story, and customized content organization deals with the machinery of achieving the right look, writing, and designer work and, in many cases working with professional photographers. Since it is a fixed price which can be expensive for small businesses or new sellers with limited budgets, this can be a drawback, so standard content may be easier to acquire.
A+ content is also essential for building brand credibility. It can create listings with professional images and listing sections. It gives potential buyers confidence and increases the likelihood of being trusted. When used by brands that aim for a high-positioning strategy, the A+ content can help change perceptions of quality, which in turn dictates price.
On the other hand, standard content is suitable for simplified products or cheaper brands. They are in a position to deliver goods frequently and cheaply. If your brand’s unique selling proposition is price or you are selling volume products. The standard content may be enough to attract customers’ attention. In these cases, customers can make quick decisions due to the nature of standard content. In which A+ content is not included in the form of stories.
Conclusion
A+ content, as well as standard content, also serves an essential purpose in the Amazon environment. Sellers can choose a specific content type that suits their business plan and target audience. Standard is a good strategy for sellers who want to share essential information about their product quickly and inexpensively. In contrast, A+ content adds value to the listing with images and videos that grab customers’ attention or appeal to them emotionally.
Thus, by defining your product needs and the message you want to deliver, you can choose the type of content that will meet your business needs, whether it is organization-adjusted standard content or exceptional. Strategy has a multifold impact on your product’s performance, ultimately paving the way to building a strong foothold on the Amazon platform.
