Amazon Enhanced Brand Content, now called A+ Content, cannot be targeted the way ads are. Every shopper on a product page sees the same modules. Targeting here means choosing who the content is written for, using search terms, reviews and returns data, and then testing versions through Manage Experiments so the page speaks to the buyer most likely to purchase.
Why can’t you target A+ Content directly?
A+ Content is part of the detail page, and the detail page is shared by everyone who lands on it. Amazon does not let you show one module to returning customers and another to first-time visitors. What you can control is the traffic that arrives and the message that greets it.
That changes the job. Instead of asking “who sees this?”, ask “who is arriving, and what do they need to decide?” The answer comes from your traffic sources: search terms, ads, external links and comparison clicks from competitor pages.
Who is actually landing on your page?
Start with data, not assumptions. Three reports tell you most of what you need.
- Brand Analytics, Search Query Performance: the terms that bring impressions, clicks and purchases to each ASIN.
- Sponsored Products search term report: the queries your ads matched, with conversion data.
- Customer reviews and the Voice of the Customer dashboard: what buyers liked, what disappointed them and why some returned the product.
Suppose a seller of an insulated water bottle sees that “leak proof water bottle” converts well while “kids water bottle” brings clicks but few sales. That tells you the converting buyer cares about leaks, and that parents are arriving but not finding what they need. Both insights shape the A+ modules.
How do you write A+ modules for the converting buyer?
Once you know who converts, build the page around their questions. Each module should answer one concern.
Lead with the main objection
The first module below the bullets should address the reason people hesitate. For the water bottle, that is leaking in a bag. A lifestyle image of the bottle upside down in a laptop bag, with a short caption about the seal design, does more than a generic brand banner.
Use the comparison chart for your own range
The comparison chart module is the best tool for steering shoppers who arrived on the wrong size or variant. List your own products side by side with the attributes buyers search for: capacity, weight, dishwasher safety, lid type. A shopper who wanted a smaller bottle can find it without leaving your brand.
Write image text for mobile
Most Amazon traffic is mobile, and text inside images becomes unreadable when it is small. Keep overlays to a few large words and put detail in the module’s text fields, which also gives Amazon readable copy.
What about Premium A+ Content?
Premium A+ adds video modules, hotspots, carousels and larger images. Eligibility rules have changed over time, and Amazon has shown it to brands meeting certain conditions such as a published Brand Story and recent A+ submissions. Check the A+ Content Manager in Seller Central to see whether your brand qualifies.
Premium modules are useful when the product needs demonstration, for example a folding stroller or a kitchen gadget with several attachments. For a simple product, standard modules done well are usually enough.