Enhanced Content

What is Enhanced Content?

Enhanced content transforms regular Amazon product detail pages and landing sites into brand experiences, providing more engaging content and rich media that may include videos, images, comparison charts and feature tours. Consumers have many choices to make on the path to purchase, and enhanced content helps inform their decisions and ultimately cultivate trust.

Amazon’s enhanced content offerings are constantly evolving – this page will be updated to reflect each new feature as we implement them into our content strategy.

A+ Content

This piece of content sits below the fold (BTF) on the product detail page, providing the consumer with extra or expanded information that may not have been possible to include in the base copy or ATF.

On Amazon, there are currently 2 forms of A+ available to us: Standard and Premium (please check with Trade team members that Premium is activated for brand/region in question).

Standard has more of a copy-heavy focus, with a variety of modules that feature large character counts and opportunities for a lot of text. 

Premium allows image and video to take centre-stage, with a range of modules that favour visual elements over copy.

Brand Story Content

Amazon brand stories sit below the product description on the product detail page, but above the A+ content. They serve as a succinct introduction to the brand and its values, and can be used to highlight products in key categories for the brand.

Brand Store Content

Amazon brand stores function as a brand landing page, with the ability to build a contained ‘storefront’ that shows consumers a curated edit of all that the brand has to offer, as well as spotlight exciting deals and extra editorial content.

Whilst it can be tempting to view an Amazon brand store as a Direct to Consumer site in its own right, the main aim of the brand store should always be to drive consumers to a product listing page where they can make their purchase. Linking to external sites or signposting social media accounts is generally discouraged (although not totally forbidden).

Building Enhanced Content

Module templates for A+ Standard and Premium, as well as Brand Stories, can be found below.

Available modules for the Amazon Brand Store are numerous and offer a lot of flexibility and customisation. For a full guide, visit the Amazon Brand Store Guidelines. 

A detailed Brand Store template guide is also in the works which will be made available here when ready.