With Amazon Premium A+ upping the game for visual appeal, many brands are turning to Amazon infographics, which have text, images, and sometimes icons and colors combined into a single image. You have beautiful infographics for use in billboards or print ads, so why not use them for enhanced content as well? It’s an understandable temptation.
But are these images a good idea for enhanced content? In the past, our answer was no. The terrible mobile appearance and hit to search rankings wasn’t worth it. These days, the answer is a guarded yes. But before loading up enhanced content space with infographics, brands should carefully consider the mobile display and search goals of their content.
Amazon Infographics on Mobile Devices
First, let’s put this assessment in context: More than half of online shopping visits are conducted from a mobile device, and a large percentage of product research visits start on Amazon. If you’re not thinking about how your content appears on Amazon’s app or mobile site, it’s time to get in the game.
Amazon infographics often do poorly on mobile devices. This Wander beauty mascara content looks great on a desktop, but the ingredients section becomes completely unreadable on a smaller device, wasting valuable content space that should be converting interested shoppers.
There are a couple of ways to make infographics work well across all devices. Premium A+ allows brands to upload a separate image for mobile, which means that Amazon infographics have a much better chance of success with Premium.
In this Premium A+ content for Solimo underwear, the layout of the infographic adjusts for mobile, so the text remains legible no matter what device the consumer is using.
This is also a workable option for Standard A+ content if the infographic text is minimal and large enough to remain readable when the image gets scaled down for mobile. For example, the text for this North Face kids jacket is still legible when viewed on a mobile device.
Searchability and Amazon Infographics
In addition to thinking through how an infographic will appear on mobile, it is important to consider the search goals of your content. Amazon infographics do not provide any searchability for major search engines like Google. That said, while Amazon’s A9 search algorithm currently does not take enhanced content into account, it has in the past and could in the future.
If your page overall does a good job of targeting your search terms in both essential and enhanced content, dedicating a module or two to infographics won’t torpedo your plan. But if your enhanced content is thrown together using infographics exclusively, you aren’t making the most of the available space to capture your target audience using optimized search terms.
Does Your Infographic Add Value?
A final note on Amazon infographics: use your icons wisely. Your content can be prepared well for mobile and fit in with your search strategy but still fall flat if the text or icons add nothing to the content, or if the meaning of the icons is unclear.
For example, this Ailihen headphones infographic uses icons that don’t automatically communicate information to shoppers. The text below the image helps get the message across, but that text wouldn’t be easily read on mobile devices once the image is scaled down. In the end, this graphic would be better presented as two images with searchable, mobile-formatted text.
An Amazon infographic can add a branded feel and visual appeal to your content. Before adding it to your content, however, be sure to consider an infographic’s mobile appearance and relative searchability, as well as whether the content adds real value to your page. In the end, your goal is to bring shoppers to your page and convert them, no matter what device they use.