Posted by Angela Delarmente on January 6, 2017
It’s not surprising to us that content creation via Amazon Vendor Central is one of our most popular blog topics. Understanding the retailer’s many content requirements has always been challenging, but our insight will help you navigate the system.
In 2014, Amazon made an update to its content management system, switching from the use of templates (aka Vendor Central 1.0) to modules (aka Vendor Central 2.0).
Though still full of quirks, Amazon modules have brought more mobile-friendly layout options to Amazon A+ pages. Behind the scenes, modules have made Amazon product page content easier to manage, making it easier to create a dynamic shopping experience.
Some things to note about modules:
Amazon introduced “bundling” (aka Vendor Central 2.1) in 2015. With bundling, if you’re creating enhanced content for one product within a brand family or product line, you have to create the same content for all members of the family.
Bundling creates a consistent shopping experience, makes it easier to cross-sell items within a product family, and simplifies A+ content pricing. But, it also poses some content creation and communication challenges, which you can read about in our previous post on the bundling roll out.
Getting a handle on Amazon “bundling”:
Content creation can get tricky with Amazon’s bundling approach, but if you have a product family with a specific brand story, creating a boilerplate for your content is a smart move. It will help you meet Amazon’s requirements and cross-sell your products efficiently.
With boilerplating, the content is focused on clear, consistent information that relates to the entire product family while emphasizing what makes each individual product unique.
A+ Content Requirements
Amazon has content requirements on everything from product images to language. Stray from these guidelines and your page might get rejected. In short, before getting started with content creation, make sure to understand Amazon’s rules for:
While there’s a lot to know, our slideshow of Amazon’s A+ requirements will familiarize you with their guidelines.
In the early days of content26, we produced thousands of Amazon A+ product pages. Even as we’ve grown, we continue to stay on top of Amazon changes. Today, we continue to help our clients navigate requirements and create successful, SEO-optimized product pages.
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