{"id":25633,"date":"2015-05-20T04:30:39","date_gmt":"2015-05-20T11:30:39","guid":{"rendered":"http:\/\/content26.com\/?p=25633"},"modified":"2017-02-21T13:51:55","modified_gmt":"2017-02-21T21:51:55","slug":"amazon-vc-2-1-bundling-content","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/amazon-vc-2-1-bundling-content\/","title":{"rendered":"Amazon Vendor Central 2.1: Bundle Your Product Content"},"content":{"rendered":"<p>A new version of the <a href=\"http:\/\/content26.com\/blog\/hello-modules-amazon\/\" target=\"_blank\">Amazon Modules<\/a> launched<img loading=\"lazy\" class=\" wp-image-25657 alignleft\" src=\"http:\/\/content26.com\/wp-content\/uploads\/increase_sales_amazon-300x257.png\" alt=\"increase_sales_amazon\" width=\"184\" height=\"158\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/increase_sales_amazon-300x257.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/increase_sales_amazon-160x137.png 160w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/increase_sales_amazon-250x214.png 250w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/increase_sales_amazon-120x103.png 120w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/increase_sales_amazon.png 369w\" sizes=\"(max-width: 184px) 100vw, 184px\" \/> earlier this month, forcing some brands to do a quick pivot with their Amazon content strategies. Before I go into details about why Amazon&#8217;s\u00a0move to bundle products in product families is a big deal for brands, I want to share a juicy tidbit about conversion rate increases.<\/p>\n<p><span style=\"color: #000000;\">When they launched the modules 2.1, Amazon told vendors that adding enhanced content to product pages\u00a0increases sales 3% to 10%. This is the first time we know of that Amazon has publicly stated that\u00a0A+ content improves conversion rates.\u00a0<\/span><\/p>\n<p>[Tweet &#8220;Amazon told vendors that adding enhanced content to product pages increases sales 3% to 10%.&#8221;]<\/p>\n<p>On to the main topic of this post: Amazon has changed their content requirements for products in one line or family. We&#8217;re calling the new requirement bundling.<\/p>\n<h2>Why Amazon Loves Bundling<\/h2>\n<p><img loading=\"lazy\" class=\"alignright wp-image-25652 size-medium\" src=\"http:\/\/content26.com\/wp-content\/uploads\/VC_Group_By_Editor-190x300.png\" alt=\"VC_Group_By_Editor\" width=\"190\" height=\"300\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-190x300.png 190w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-127x200.png 127w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-158x250.png 158w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-76x120.png 76w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-456x720.png 456w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-253x400.png 253w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor-300x474.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/VC_Group_By_Editor.png 600w\" sizes=\"(max-width: 190px) 100vw, 190px\" \/><\/p>\n<p>Bundling in A+ modules changes the way A+ content is created for a product family. A\u00a0product family is a\u00a0<a href=\"http:\/\/www.investopedia.com\/terms\/p\/product-family.asp\" target=\"_blank\">group of related goods<\/a> that are manufactured by a single company. The term is synonymous with &#8220;product line.&#8221;<\/p>\n<p>Before, if you wanted to create A+ content for three of five product pages\u00a0in a family, no problem.<\/p>\n<p>Now, if you create enhanced content for one member of the family, you <strong>need to create enhanced content for all members of the family<\/strong>. In addition,\u00a0you have to use the same modules in the same order for each product. Some\u00a0likely reasons for the change include:<\/p>\n<ul>\n<li>To provide a consistent shopping experience within a product family<\/li>\n<li>To\u00a0make it easier to cross-sell items in a product family<\/li>\n<li>To\u00a0simplify A+ content pricing<\/li>\n<\/ul>\n<h2>Problems with the New Modules Rollout<\/h2>\n<p>Have there been technical glitches with the rollout? Of course there have! Amazon makes\u00a0the changes first and fixes the problems later. As you might remember,\u00a0<a href=\"http:\/\/content26.com\/blog\/amazon-modules-new-product-page\/\" target=\"_blank\">the A+ modules were extremely buggy<\/a> when they launched last year.<\/p>\n<p>Some of the early glitches brands are experiencing will likely resolve themselves. \u00a0But here are three recurring issues you should be aware of.<\/p>\n<h3>1: Unwanted Items Appearing in\u00a0Product Twisters<\/h3>\n<p>What&#8217;s a product twister? Product twisters appear toward the\u00a0top of the Amazon page, making it easy to toggle between related products in a product family. The variations in a product twister might be one such as flavor, color, or size. Buying potato chips? Amazon has made it easier than ever to toggle between sizes and flavors.<\/p>\n<p>But product twisters can also include entire additional components, as in the example shown. If you&#8217;re buying a Samsung Curved 78-inch TV, you&#8217;ll get the option of adding compatible speakers or a Blu-ray\u00a0player.<br \/>\n<a href=\"http:\/\/content26.com\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2.png\"><img loading=\"lazy\" class=\"aligncenter wp-image-25663\" src=\"http:\/\/content26.com\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2.png\" alt=\"Size_Style_Selector_Live_Page-2\" width=\"505\" height=\"337\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2.png 847w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2-160x107.png 160w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2-300x200.png 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2-250x167.png 250w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2-120x80.png 120w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/Size_Style_Selector_Live_Page-2-462x308.png 462w\" sizes=\"(max-width: 505px) 100vw, 505px\" \/><\/a><\/p>\n<p>This is great for cross-selling products within a brand. But the problem we&#8217;ve been seeing is that discontinued products and end-of-life products have been showing up in product twisters. And brands don&#8217;t have any control over what appears in the product twister on a given product page.<\/p>\n<p>An Amazon Vendor Services employee told us that it&#8217;s no longer possible to create A+ content only for some members of a product family because it\u00a0&#8220;provides a bad user experience when some variations on the page have content but others don&#8217;t.&#8221;<\/p>\n<h3>2: Communication<\/h3>\n<p>Some brands have successfully lobbied Amazon to have certain products removed from product families. Others have not been successful and are faced with having to create content for dozens of extra products, which may\u00a0delay product launches and muck up promotional plans.<\/p>\n<p>Amazon has been slow to respond to brands&#8217; concerns. In some cases, brand managers have seen their product families\u00a0change multiple times in less than a week. While it&#8217;s likely Amazon communicated changes to\u00a0<em>someone<\/em> in the organization, the information doesn&#8217;t always get to the brand managers in charge of content creation.<\/p>\n<h3>3: Content Creation<\/h3>\n<p>Remember how I said that you&#8217;ll\u00a0need to create enhanced content for all members of the family? And you have to use the same modules in the same order?<\/p>\n<p>Content creation can get really tricky. You might want to use all five modules to create content for your 78-inch TV. You might have less to say about the related speaker. With Amazon&#8217;s new requirement, you can still vary the content. But the type, number, and order of modules is locked in for the entire family. A further complication is that you&#8217;ll have to also create content for the specific TV\/speaker combo and different content for the TV\/Blu-ray product twister.<\/p>\n<p>While manufacturers can certainly plan for this from the get-go, the\u00a0new requirement\u00a0has been a problem for brands who already had A+ content created and published.<\/p>\n<h2>Our Recommendations:\u00a0Get Smarter Content<\/h2>\n<p><img loading=\"lazy\" class=\"alignright size-full wp-image-22582\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2014\/03\/cog-motion_slower.gif\" alt=\"cog-motion_slower\" width=\"300\" height=\"300\" \/>Amazon has always limited the types of clients allowed to have enhanced product pages (Amazon refers to this type of page as A+ enhanced marketing content, or A+ content for short) by making the platform for first-party sellers, Vendor Central, invite only. <a href=\"http:\/\/content26.com\/blog\/amazon-vendor-central-v-seller-central\/\" target=\"_blank\">Amazon Seller Central<\/a> and <a href=\"http:\/\/content26.com\/blog\/amazon-vendor-express-where-is-the-content\/\" target=\"_blank\">Amazon Vendor Express<\/a> sellers do not have the option of adding A+ content.\u00a0 Amazon launched <a href=\"http:\/\/content26.com\/blog\/hello-modules-amazon\/\" target=\"_blank\">A+ modules<\/a> in mid-2014 as a way for its first-party sellers to more easily create and upload A+ content.<\/p>\n<p>If you&#8217;re a Vendor Central user, here are our recommendations for how to deal with this bundled approach to content:<\/p>\n<p>1. <b>Know Your Product\u00a0Family<\/b>.\u00a0You need to know how your product families are being set up\u00a0and what will be included in your product twisters. If you don&#8217;t know\u00a0which products are going to be part of your product family,\u00a0you&#8217;re not ready to create enhanced content.<\/p>\n<p>2. <strong>Group Wisely<\/strong>.\u00a0You should be aware that if you have 150 ASINs\u00a0in your product family, you&#8217;re going to have to plan enhanced content for all of\u00a0them, even if some of them are discontinued or out of date.<\/p>\n<p>3. <strong>Budget for Content<\/strong>.\u00a0Once again, if you have 150 ASINs in your product family, budget accordingly if you want A+ content.<\/p>\n<p>4. <strong>Strategize<\/strong>.\u00a0Talk to your content26 account manager early in your project to plan out the best approach for all potential product twister combos.<\/p>\n<p>5.\u00a0<strong>Create Modular Content<\/strong>.\u00a0Write and design your content in such a way that you can pivot quickly if the groupings change. We&#8217;re long-time advocates of <a href=\"http:\/\/content26.com\/blog\/7-tips-for-creating-adaptive-content\/\" target=\"_blank\">intelligent content<\/a>\u00a0and have been excited at the <a href=\"http:\/\/content26.com\/blog\/intelligent-content-conference-twitter-roundup\/\" target=\"_blank\">recent attention<\/a> this content approach is receiving. This is one example of where an intelligent, modular\u00a0approach to both content creation and design will really pay dividends. (Yes, <a href=\"http:\/\/content26.com\/blog\/ia-and-product-detail-content\/\" target=\"_blank\">information architecture plays an important role<\/a>\u00a0as well.)<\/p>\n<h2>The Takeaway<\/h2>\n<p>Plan to create content for all of the ASINs in each product family\u00a0and create content with as much built-in flexibility as possible.<\/p>\n<p><em>Need to talk about your Amazon A+ strategy? <a href=\"mailto:sales@content26.com?Subject=Amazonbundling\">Email us<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new version of the Amazon Modules launched earlier this month, forcing some brands to do a quick pivot with&#8230;<\/p>\n","protected":false},"author":21,"featured_media":25699,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,789],"tags":[1382,1247],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Recent changes to Amazon A+ modules will affect all vendors who publish A+ content for their product families on the retail site. Read about it here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/987654321.space\/c26_dev\/blog\/amazon-vc-2-1-bundling-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Vendor Central 2.1: Bundle Your Product Content | content26\" \/>\n<meta property=\"og:description\" content=\"Recent changes to Amazon A+ modules will affect all vendors who publish A+ content for their product families on the retail site. 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