Enhanced Content and Messaging

Amazon also provides the opportunity for brands to do more than just sell on their platform through a media rich environment. It enables brands to solidify customer loyalty and acquire a new customer base. Amazon provides brands with unique ability to build brand equity through a plus content on product detail pages, or create a self-sustaining brand storefront.

They are powerful content tools that brands can and should be using to build their story and increase customer interest through impactful and media, rich imagery and targeted message. A plus content and storefronts gives sellers a competitive edge. It provides a way to enhance the unique selling proposition and differentiate their product from similar versions sold by competitors.

A plus content is a media rich platform that is open to three piece sellers through the seller central platform and one P vendors through the vendor central platform. Not all sellers have access to creating this type of enhanced content. It’s only available to brands that had been approved through the Amazon brand registry process.

Brand registry confirms trademark ownership and is available to any seller that has an active trademark on file. It’s purpose is to protect brand owners from other sellers who sell counterfeit products and pose a threat to the authenticity of a product. Its goal is to stop IP infringement issue. In essence Amazon’s brand registry provides necessary brand protection across a large selling platform that lists and sells tens of millions of products.

Amazon also allows three P sellers or one P vendors to create a brand storefront. Again, this option is only available to registered brands, but it’s important to note that brands can authorize and grant brand registry access to authorized resellers. And for trademark brand is selling on Amazon. It’s very important for them to go through the process of brand registry to have access to these tools.

Here’s what. A plus content and an Amazon storefront allow sellers to reinforce brand messaging in a visually impactful way. It allows core selling points to be reinforced and explained through imagery. It allows her brand to anticipate a customer’s concern in an impactful way. It allows a product to be featured in a way that breaks through the clutter of detailed pages and for the brand to stay on point and on message.

Now let’s take a look at some example. The first is an air purifier by guardian technologies. It’s a top selling air purifier. As the shopper scrolls down a detailed page. The A-plus content is immediately evident through a picture of a sofa that breaks up the page. As we look closer at the content it’s on-point and on-message, and immediately grabs the shoppers attention.

Purifying the air is what we do best. And we are a brand you can trust this message clearly tells a shopper what business they are in, and that they are a trusted brand. It immediately follows this message with why this product is important. It explains that indoor pollutants can be 100 times higher than outdoor pollutants.

That’s a strong message as should engage any allergy sufferer and entice them to read more. As we scroll down even further, they backed that message with claims that tell the customer we are the best because we are certified energy efficient and have HEPA UVC and charcoal filtration sounds like a real product.

And as we continue to scroll down, they validate their brand identity by showcasing all their products in their portfolio. And this example, we’ll see another air purifier, although a shopper would never know the difference. This is an example from the seller platform. Visual graphics are still being used and a lot of feature rich content blocks.

But this a plus content is missing the mark on a few key areas. First it showcasing a three in one filter technology system. Sounds pretty good. Right. But then it doesn’t back it up with any substantial content. What are the benefits of having the three filters listed? Why are they important for the customer?

Same with the next model. If I customer stays engaged with it until the end, there is some important messaging points conveyed here, but it’s not integrated into the visuals and an eye catching and appealing way. Well, now go back to our original example, to look at the guardian technology storefront. As soon as a shopper enters into their storefront, their branded message flows.

There is a fluidity from the detail page to the storefront. They continue with what they do, how they do it and why their products are the best.

Pure enrichment storefront. On the other hand has a clean look and feel to it, but there was no copy or messaging to solidify the brand elevated home essentials and essential oil diffusers are nice statements, but when a consumer lands on this page, it doesn’t really tell them how those products are going to benefit them.

Unfortunately, these short points are assuming, plus customers know about the product features and benefits already, but what if they don’t. So it’s time to grab your red Pentagon and start the tear down. Branded content increases, conversion rates and convert shoppers into buyers. Is your page designed for visual impact a well-crafted page grabs a browser’s attention and stops them from scrolling past that information.

Is your page visually balanced with a good mix of high impact graphics and compelling copy well-placed imagery and messaging compliment each other, making it easier for the shopper to skim and only read the information they are interested in is your brand message. A truly effective branded page must not lose sight of the importance of the message of the brand and key points about the product.

Does it feature high impactful photography with beautiful imagery to showcase the products? Make sure your enhanced A-plus content and storefront puts your brand in the forefront of a shopper’s mind with these visual tools available from Amazon. Getting a competitive edge is in necessity and requirement for sure detail pages with branded visual elements in cues, increased customer engagement and interest, and ultimately conversion rates.