EMC (A+) Content Best Practices What is A+ Content and why should I use it?

What is EMC A+

Enhanced Marketing (or A+) Content is your brand’s face on Amazon. Amazon Launchpad

startups get a custom template for A+ content designed to introduce new products and new

companies to Amazon customers. This additional content on your product page(s) is available

free of charge to you as part of the Launchpad program1.

A+ content is your opportunity to tell your brand’s story in a meaningful way. This valuable tool

helps customers make informed buying decisions and research products while delivering

increased conversion, supporting organic SEO, and driving unit sales. Take the time to provide

your best content – including clarifying product benefits and securing quality lifestyle

photography. All sections of A+ content are required in order to remain in Amazon Launchpad

and receive the full program benefits.

Anatomy of a detail page with EMC A+

Read on for our recommendations on putting together great A+ content on your product page,

outlined section by section. Note that the top section of your product page (your product images,

bullet points, and the “buy box” with price and shipping information) is created in your product

set-up process. A+ content begins at the “Product Description” section of the page, below the

“Other Recommended Products” widget.

Elements of the EMC A+ Page

Product

Description Logo Video

Product

Benefits

Product

Features

Company

Mission &

Vision

About the

Startup

1 Exact program benefits vary based on administrative portal used to manage your Amazon business. Program benefits

are subject to change at any time

Product Description

Video

Product Benefits

Product Features

Company Mission & Values

About the Startup

Product Description

Suggested length (characters, including spaces): 300 characters or fewer

Short Product Description: With Amazon Launchpad, your product has two descriptions: short

and long. You already wrote your short description when you set up your product.

Long Product Description: Your long product description appears just below your product

bullet points and any comparison-shopping widgets on your product’s detail page. This is a

great place to tell customers what’s so compelling about your product. Who is it built for?

Why is it unique? Include customer service or product compatibility information in the

“features” section lower down on the page.

Logo

Image size: 600x180

Video

Suggested length: Less than 1 minute; under 500 MB in size

Image size: 720x404

Video has been shown to be a significant driver of conversion across Amazon. We

recommend that you invest in a short video that shows customers how they’ll interact with

your product. The video can also be used on social media (our team works with Amazon

social media accounts on Facebook and Twitter to drive visibility for products with great

content).

Ensure the video is in a MP4 or MOV file format and under 500MB in size

Keep it short: Between 30 seconds to 1 minute (no longer than 1:30)

Give a hook: something interesting or funny occurs within the first 3 seconds

Think share-worthy, not just a product or sales pitch

Check out Kano’s video which is concisely conveys the value prop in 30 seconds. Don’t have a

video on hand or the resources to make one? Upload a great product image instead.

Product Benefits

Suggested title length (characters, including spaces): 30 characters or fewer

Suggested body length (characters, including spaces): 300 characters or fewer

Image dimensions: 2 images sized at 300x300

This section has space for two compelling images with accompanying headlines and

descriptions. It can be effective to communicate the top benefits of your product to the

customer – the answer to “Why should I care?” Here’s an example from Soylent:

Product Features

Suggested title length (characters, including spaces): 30 characters per feature

Suggested body length (characters, including spaces): 200 characters per feature

Image dimensions: 3 images sized at 300x300

Now’s your chance to get into the nitty gritty! This section of three images, headlines and

descriptions works well as the place to describe your top differentiating features. How do you

provide those great benefits? What’s backing up your story? Here’s an example from

Rocketbook Wave Smart Notebook:

Company Mission or Vision

Suggested title length (characters, including spaces): 200 characters or fewer

Suggested body length (characters, including spaces): 30 characters or fewer

Suggested image size: 1200x247

This wide footer image is a good place to wrap up the package for your customer. Tell them

your company’s mission, or leave them with a great tagline to help them remember why your

product is special. Here’s an example from Soma:

About the Startup

Tell your story. Customers have responded eagerly to this section of Amazon Launchpad A+

content. They want to know about you and your team! Add photos of the core team, put

some thought into the three words that describe your product best, and tell your story in the

Q&A. We recommend 200-character answers for each question. Here is an example from

Watch Ya' Mouth Family Edition:

Now that you have learned what A+ content is the next step is to create it. Ready to give

it a shot? Access our step-by-step instructions on how to add A+ Content.

Instructions:

Adding A+ Content