Amazon A+ content that sells, and what we changed for Feliway.
A+ content is where a shopper who is nearly convinced makes up their mind. Done well, with the image stack above it, it lifts conversion and protects you from copycats. This is how we plan it, using our work for Feliway as the example.
Above and below the fold
An Amazon product page has two jobs, and they happen in different places. Above the fold, the main image, the image stack, the title and the bullets have to win the click and confirm the shopper is in the right place. Below the fold, A+ content gives the shopper who is nearly sure the detail, the proof and the comparison they need to buy.
The image stack uses short, punchy headlines because shoppers swipe through it fast. A+ has more room, so it can carry more detailed messaging and works harder lower in the funnel.
Start with an information hierarchy
Before anything is designed, we decide the order in which a shopper needs to learn about the product. That information hierarchy comes from three places.
- The brand. Product claims, the science, what makes it different and what can and can't be said.
- Search data. Keyword research on and off Amazon shows the words shoppers use and how often.
- The competition. An audit of competitor listings shows the strengths to challenge and the gaps to exploit.
For Feliway, the research showed shoppers searching for "cat calming" around 4,300 times a month and "kitten" around 13,600 times. Both went into the Feliway Optimum listing, and the hierarchy shaped the copy and every image.
Where each part does its work
Not every part of a listing moves the same number. This is how we think about where to spend effort first.
| Part of the listing | Biggest effect on |
|---|---|
| Main image | Click through from search, conversion and even average selling price |
| Title | Search rank and click through |
| Bullet points | Search rank, with some effect on conversion |
| Image stack | Conversion and understanding |
| A+ content | Conversion, especially for considered purchases |
| Product video | Conversion and confidence |
A tile order that sells
In the image stack, the first tile after the main image confirms the product's purpose, so the shopper knows it's right for them and doesn't bounce. The rest follow the hierarchy. Benefits, unique selling points, use cases, comparisons, then the key details that remove the last barriers to buying.
A+ then goes deeper. For Feliway that meant explaining the science simply, comparing Feliway with the alternatives and showing set up in three steps.
Design for the phone
Most Amazon traffic is now on mobile, where images take up most of the screen. We design every tile at phone size first, check that the headline reads in under three seconds and score each image with our neural marketing framework. Portrait images use more of the screen, which gives the creative more room.
What changed for Feliway
Feliway's diffusers help cats feel calm at home. We were asked to grow sales on Amazon, where copycat competitors were crowding the search results and the listings needed to explain the product far more clearly.
- We researched what cat owners search for and built a content toolkit around Amazon's search algorithm.
- We rewrote every product page with clearer headlines and tighter bullet points.
- New image stacks and A+ content explained the science, compared Feliway with the alternatives and showed set up in three steps.
- We localised the content for other markets, including a French Brand Store, and added a new brand story on Amazon UK.
Monthly sales doubled. Across 64 products in 25 countries, the same approach lifted conversion by 24% and ordered revenue by 48%.
Then test, and keep testing
Competitors change their content often, sometimes weekly. We treat a listing as never finished. Each round starts with a hypothesis from the data, tests one change at a time and keeps the winner live. For Dr Scholl's, testing new 3D product renders this way lifted conversion by 60% and took weekly revenue for the range to $125k.
- Above the fold wins the click, A+ wins the decision
- Build an information hierarchy from the brand, search data and competitors
- Confirm purpose in the first tile, then follow the hierarchy
- Design for the phone, then test one change at a time
Our Amazon team plans, designs, uploads and tests A+ content across every marketplace, and our live production team shoots the imagery it needs. See the full Feliway case study.
Sources
- A+ Content, Amazon
Questions clients ask us.
What is Amazon A+ content?
A+ content is the enhanced section below the fold on an Amazon product page, available to brand owners registered in Amazon Brand Registry. It uses images, comparison charts and text modules to tell the brand story and explain the product in more detail than the bullets allow.
Does A+ content increase sales?
It can, when it's planned around what shoppers need to know. Amazon says A+ content can increase sales, and in our own work new A+ and image content for Feliway helped double monthly Amazon sales.
What's the difference between A+ and Premium A+?
Premium A+ offers larger, more interactive modules, such as full width images, video and carousels. It's available to brands that meet Amazon's eligibility criteria.
How do you test A+ content?
We test one change at a time where Amazon's tools allow it, and measure before, during and after any change. For Dr Scholl's we A/B tested new product renders one at a time and kept each winner live, which lifted conversion by 60%.
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