Enhanced Brand Content and A+ Content Detail Pages

Although Enhanced Brand Content and A+ Content Detail Pages intend to serve the shopper with a more thorough and unique brand expereince which are in fact very different to each other.

But let’s clear up some confusion that exists between the two programs. A+ Detail Pages are found inside Vendor Central, and is often referred to as A+ Content; Enhanced Brand Content is found inside Seller Central, which can also be referred to as A+ Content. They may appear to be the same but they are different.

The Pros and Cons of Amazon Enhanced Brand Content

Pros

– It’s free to use.
– It’s only available to sellers who have their products in Amazon Brand Registry.
– It has straightforward page creation. You don’t need to know HTML or CSS to create an Enhanced Brand Content page.
– You can copy the content from one of your SKUs to make a new Enhanced Brand Content page just by submitting the SKU number.
– You can further engage the consumer with imagery.
– You are not limited to just product descriptions. You can educate the consumer on the brand.
– The preview mode gives a seller a holistic view of what their page will look like when it’s live.
– You can update content to support Amazon marketing initiatives.
– You can continually check the status of your submission.
– Helps increase conversion rate.
– Perfect for storytelling and product marketing.

Cons
– There isn’t much room for personalization or customization. Amazon limits sellers to five templates.
– It can take a while to get a page reviewed and approved. Even then, there’s no guarantee a page will get approved the first time.
– Amazon does not give the seller specific image dimensions for their Enhanced Brand Content Detail Page.
– There are no modules that the consumer can interact with.
– Does not increase consumer relevancy to the product.

The Pros and Cons of A+ Content Detail Pages

Pros
– There are 12 interchanging modules that can be used to create unique detail pages.
– Two of the 12 modules allow the shopper to engage with the content. One redirects the shopper and the other is a hover module.
– A+ Content increases consumer relevancy to the product, and in turn creates a lift in traction to the listing.
– You can copy the content from one of your ASINs to make a new A+ Content page just by submitting the ASIN.
– There are two preview windows. One is a small window within the portal and the other is a live representation of the content piece.
– It has straightforward page creation. You don’t need to know HTML or CSS to create an A+ Detail Page.
– You can update content to support Amazon marketing initiatives.
– Perfect for storytelling and product marketing.

Cons
– Amazon Vendor Central is an invite-only service.
– A+ Detail Pages are expensive. Amazon charges a flat rate of $1,500 to build one page, which covers an ASIN variation family and is good up to ve modules. The Self-Service option costs $600 per ASIN variation family.
– Significant resources are required to generate, publish and update the A+ Content Detail Pages.
– There is no submission portal that provides insight for denied A+ Content submissions.

What Enhanced Brand Content Means for Sellers

Due to the feature offering more options to the sellers the brands are able to have more control over their messaging on Amazon. Originally brands were limited to the standard detail page format of eight pictures, five bullet points and a product description. Now brands can highlight key features of their products and offer more information on how a product benefits a consumer’s life and how they can use it. Not to mention, Enhanced Brand Content is much more affordable than A+ Content Detail Pages. The objective ensures everyone wins, the seller wins because more people will spend time on the listing thus resluting in more sales and the brands win because they can promote their products better and hopefully convert more shoppers. And shoppers win because this program enhances their shopping experience and provides further details and information about a product so they can make an informed and confident purchase.

From the above article, you should have understood that Amazon can’t be learning through a Simple Course. It’s a journey, which requires ongoing learning. To learn more the Amazon business, look at the Amz Trainer website.