Marketplaces April 15, 2019
Amazon A+ Content in m-commerce: What is important?
Smartphones are apart of our everyday life and are used more and more for online shopping. This means a typical Amazon customer is often shopping whilst on the move. This creates a world of new opportunities for brands as consumers can now be reached anywhere and anytime.
Many Amazon users use the marketplace as a source of product information. A+ content, an extension of the standard product description on the product detail page, is a great way to create brand trust and recognition. However, there are a few things you need to pay attention to when using it for mobile commerce.
A+ CONTENT IN MOBILE COMMERCE
A lot has happened in regards to A+ content: Amazon did not display A+ content on mobile devices until mid-2017. Currently, they are even above the standard product description and bullet points on the product detail page of the Amazon app.
The cross- and upselling table is also placed above the product description as part of the A+ content. A clear advantage for brand manufacturers in fast-moving mobile commerce: they can offer their own products high up on the product detail page.
THE INTERPLAY OF A+ CONTENT AND MOBILE
The possibility of combining image and text elements with each other using A+ content opens up new possibilities for addressing users via the Amazon App. A+ content offers brand manufacturers the opportunity to present all product USPs in a clear and customer-friendly way.
Amazon users, like most shoppers, enjoy an easy and comfortable shopping process. They want to be able to find all the information they need to buy on one page. Especially in lower price ranges, it is important that a purchase can be made quickly and without long decision paths via one’s smartphone. Short, concise texts in connection with meaningful picture elements can have a supporting effect.
Many brands use their own websites only for their Corporate Identity (CI) and storylines – they don’t sell on them (anymore). This is where Amazon comes in, some brands use “Buy Now” buttons to redirect their website visitors directly to the corresponding product detail pages on Amazon. There the customer finds what he was looking for: product information, an appealing brand message, relevant and prepared information.
HOW TO ADDRESS YOUR TARGET GROUP CORRECTLY
The strategic orientation of A+ Content is based on your Amazon product portfolio. A basic distinction is made between fast moving consumer goods (FMCG) and higher priced products.
Above all, FMCG manufacturers should use A+ content for emotional appeal. Thanks to the prominent placement on mobile devices, the purchase of these items may be accelerated. In this segment, Amazon users decide spontaneously and subjectively what they want to buy.
Customers bond emotionally to a brand for various reasons:
- the feeling and spirit that a brand conveys
Keep in mind that consumers are looking for a similar user experience on Amazon that they receive on your brand website. Well-structured A+ content should give them exactly this feeling and further strengthen their trust in your brand. If the product detail page differs fundamentally from the usual brand appearance, this can weaken confidence in the manufacturer and the brand. For example, what would Milka be without the familiar Milka purple?
Strategic orientation is different for higher-value products such as smartphones or laptops. Potential customers will research an item and make objective decisions before purchasing an item. A careful SEO analysis is in the foreground and A+ content concentrates primarily on the product itself. In the case of high-priced products in need of explanation, brand manufacturers should focus mainly on the product and the product advantages when writing A+ content.
In the Amazon App, a customer can only see bullet points without visual support. No other product images are displayed. A+ content is much more customer-friendly and promotes the understanding of even complicated product features. Ideally, explanatory graphics are combined with mood images to convey all important information and USPs to potential buyers whilst addressing them on an emotional level.
MOBILE VS. DESKTOP: DIFFERENCES IN PRESENTATION
How your product is shown on a mobile phone vs. a desktop differs significantly. On a computer, all content is clearly displayed and can be easily glanced over. However, on your phone, everything is, obviously, much smaller. This will affect your A+ content modules which vary depending on screen size. For example, templates in which images are arranged next to each other are now placed one below the other. The banner display also changes depending on the view. A header on the desktop that spans almost the entire product detail page is displayed in a reduced mobile size and may make details unrecognisable.
The cross and upselling table will now become a slider and users can only see the first two products in the table. If the consumer wants further comparison they have to swipe their display to the left.
A good tip is to optimise both bullet points and titles. Also, it’s recommended that you create a design template that takes into account all factors before the actual creation process. A holistic optimisation of the product detail page offers online shoppers the best possible customer experience on all end devices.
THE TARGETED USE OF A+ CONTENT IN MOBILE AND DESKTOP APPLICATIONS
Especially in M-Commerce, it’s important to create a holistic product story. Amazon users expect the same shopping experience as in a shop or on the brand’s own website. Vendors face the challenge of balancing product information, creative content and images in a smaller space. Take this opportunity to give mobile shoppers the full experience without having to scroll, tailor-made for the Amazon marketplace.
FMCG’s customers, in particular, do not value illustrated product USPs and instead are convinced by recognition value and brand identity. A product detail page should contain brand-specific content:
- Brand logo
- Uniform style according to corporate colours
- Typical, identity-giving slogans for the brand
The trend manifests in texts and appealing images. Only a sensibly structured A+ content creates added value for the Amazon user. Brand manufacturers should focus on quality instead of quantity.
AMAZON – ALWAYS THE END CUSTOMER IN SIGHT
For Amazon, the end customer is in the foreground. In order to continuously improve the user experience, the retail giant makes changes from time to time and unfortunately, brand manufacturers are not always informed. For example, sponsored products are currently being played out in the Amazon App above the A+ content. In the past, these were displayed at the end of the mobile product detail page.
The guidelines for uploading standard content will also be adapted by Amazon when necessary. This means that sometimes content cannot be uploaded in its usual form. A+ content, on the other hand, is entered manually in Vendor Central. It’s clear what can and cannot be uploaded and the probability of a clean upload is higher. This makes continuous optimisation of your product detail page even more important as it can help you go with the flow when Amazon suddenly tries something new without making you aware of it.
NEVER FORGET YOUR MOBILE AUDIENCE
As Amazon customers are now shopping on the go, brands should use A+ content to address users differently on the Amazon app. Tailor your approach depending on if you are selling a fast-moving consumer good or a higher priced category of products. Ultimately, by presenting your USP’s in a clear way, you are opening the door for new possibilities.