Increase your traffic, conversion, and

sales with

A+ Enhanced Marketing Content

What is A+ EMC?

• A+ Enhanced Marketing Content is vendor provided content that

lives on their product’s detail page under the “From the

Manufacturer” header

• Content includes images, comparison tables, and feature lists

• Content is uploaded via Vendor Central

Agenda

• Elements of a good detail page

• Why should you invest in A+ EMC?

• What makes good A+ EMC and BIC

examples

Elements of a good detail page

• The right information that addresses

customer purchase barriers

• Images that highlight the product

• Reviews to increase confidence in the

product performance

• As an Amazon shopper, when was the last time you were on a detail

page and wished there was just a bit more information to answer the

questions you had?

A+ EMC

7 Reasons to upload A+ EMC

1. Great content drives Sales!

• Our studies have shown that A+ EMC can

increase your product’s sales 3-10%*

– How?

• Answer your customer’s questions to drive

purchase confidence

• Showcase your product’s features and benefits

* Impact depends on quality of content and additional factors such as product price and category.

2. Support your Marketing Investments

• Drive your increased traffic to the best

detail page possible to ensure you convert

each customer

– An empty detail page is like a product with

blank packaging artwork

– A+ EMC is your e-commerce sales force

3. A+ EMC has cross-channel benefits

89% of customers research a product online before purchasing offline

~DigitasLBi Global Survey April 2014

39% of online shoppers start their product research on Amazon.com compared to 11% starting on search engines

~Forrester Research, Technographics Q3 2014

• Amazon is THE research destination for shoppers. Ensure that your detail page has the information shoppers need to become brand loyalists regardless of where they buy.

4. Accelerate the sales of expensive items

• High and premium priced items benefit the

most from A+ EMC

– Explain to customers the value proposition of

your product

– Remember:

A+ EMC

5. Fuel the Amazon Flywheel

• More opportunities for SEO

• Increase page relevance

• Increased placements throughout Amazon

6. Highlight what’s important

• What’s special about your product?

• What’s special about your brand?

Tell your story

7. Reduce customer returns, customer

contacts, or poor reviews

• Why do customers return products, contact Amazon, or poor reviews?

– They didn’t have all of the information they needed at the time of purchase

– They were surprised by something…

• Make sure your customer has all of the information they need so they don’t return the product or leave a poor review due to confusion or being surprised.

In Summary

All ASINs benefit from A+ EMC, but prioritize A+

EMC on ASINs that have / are:

• Marketing or merchandising support

• High or premium priced items

• Complex or new to the world products

• Rely on a strong brand or product story

• High returns or poor reviews due to customer confusion

What makes great content and Best-in-

Class examples

What makes good content?

• Address purchase barriers:

– Value, Education, Believability, Awareness, Brand / Lifestyle Fit

• New to the world product? Educate your customers about the product features and benefits.

• Upgrade an existing product? Drive awareness of the upgrade.

• Going after a new demographic? Show how your brand / product fits their lifestyle.

• Unbelievable product benefits? Explain how your product works to deliver your brand’s promise.

Examples of A+ EMC pages

• Fitness Tracker:

http://www.amazon.com/dp/B00N2BW2PK

• Smart watch:

http://www.amazon.com/dp/B013LKLIC4

• Shoes:

http://www.amazon.com/dp/B00AIGN1KM

• Home Improvement:

http://www.amazon.com/dp/B00LGANH8K

Getting Started

Getting Started

• Log into Vendor Central > Merchandising

> A+ detail pages

• Download the Getting Started Kit

FAQ’s

• Pricing? Check the pricing page on

Vendor Central > A+ > Pricing List

• How many modules can I upload?

– Up to 5 modules

• Tips?

– Download the module guide in the getting

started kit and plan out your design