{"id":28351,"date":"2017-01-06T11:06:34","date_gmt":"2017-01-06T19:06:34","guid":{"rendered":"http:\/\/content26.com\/blog\/?p=27234"},"modified":"2017-02-14T11:18:55","modified_gmt":"2017-02-14T19:18:55","slug":"building-content-through-amazon-vendor-central","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/building-content-through-amazon-vendor-central\/","title":{"rendered":"Building Content through Amazon Vendor Central"},"content":{"rendered":"

It\u2019s not surprising to us that content creation via Amazon Vendor Central is one of our most popular blog topics. Understanding the retailer\u2019s many content requirements has always been challenging, but our insight will help you navigate the system.<\/p>\n

Building Product Pages with Amazon Modules<\/strong><\/h2>\n

In 2014, Amazon made an update to its content management system, switching from the use of templates (aka Vendor Central 1.0) to modules<\/a> (aka Vendor Central 2.0).<\/p>\n

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.<\/p>\n

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Some things to note about modules:<\/em><\/strong><\/p>\n

    \n
  1. More layout options.<\/strong> Amazon offers 10 standard modules and 2 advanced ones. The advanced options offer comparison charts (up to 6 columns and 10 rows), custom text in cells, and dynamic photo enlargement. A product description can use up to 5 modules in any combination.<\/li>\n
  2. Account for product variations. <\/strong>Amazon modules allow you to create nearly identical content for related products while still showing variations in things such as size, color, scent, etc.<\/li>\n
  3. Variable pricing.<\/strong> Prices for uploading an A+ page can cost anywhere between $100 and $600 depending on your current level of service.<\/li>\n
  4. Bugs and other issues.<\/strong> Many of Amazon modules\u2019 current problems will be resolved over time. In the meantime, we\u2019ve created recommended module combinations that work around some of these bugs, so talk to us if you\u2019re unsure of the best approach.<\/li>\n<\/ol>\n

    \u201cBundling\u201d Product Families
    \n<\/strong><\/h2>\n

    Amazon introduced \u201cbundling\u201d<\/a> (aka Vendor Central 2.1) in 2015. With bundling, if you\u2019re creating enhanced content for one<\/em> product within a brand family or product line, you have to create the same content for all <\/em>members of the family.<\/p>\n

    Bundling creates a consistent shopping experience, makes it easier to cross-sell items within a product family, and simplifies A+ content pricing. But<\/em>, it also poses some content creation and communication challenges, which you can read about in our previous post<\/a> on the bundling roll out.<\/p>\n

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    Getting a handle on Amazon \u201cbundling\u201d: <\/em><\/strong><\/p>\n

      \n
    1. Know Your Product\u00a0Family<\/strong>.\u00a0Understand how your product families are set up\u00a0and what will be included in your product twisters. If you don\u2019t know\u00a0which products are going to be part of your product family,\u00a0you\u2019re not ready to create enhanced content.<\/li>\n
    2. Group Wisely<\/strong>.\u00a0If you have 150 ASINs\u00a0in your product family, you\u2019re going to have to plan enhanced content for all of\u00a0them, even if some of them are discontinued or out of date.<\/li>\n
    3. Budget for Content<\/strong>.\u00a0Once again, if you have 150 ASINs in your product family, budget accordingly if you want A+ content.<\/li>\n
    4. Strategize<\/strong>.\u00a0If you\u2019re working with content26, talk to your account manager early in your project to plan out the best approach for all potential product twister combos.<\/li>\n
    5. Create Modular Content<\/strong>.\u00a0Write and design your content in such a way that you can act quickly if the groupings change. We\u2019re long-time advocates of intelligent content<\/a>and have been excited at the 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.<\/li>\n<\/ol>\n

      \u201cBoilerplating\u201d for Smart Content<\/strong><\/h2>\n

      Content creation can get tricky with Amazon\u2019s 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\u2019s requirements and<\/em> cross-sell your products efficiently.<\/p>\n

      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.<\/p>\n

      For concrete examples of Amazon boilerplating in action, we recommend this JOHNSON\u2019S baby example<\/a> and this consumer electronics example from Belkin<\/a>.<\/p>\n

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      A+ Content Requirements<\/strong>
      \nAmazon 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\u2019s rules for:<\/p>\n

        \n
      1. Image format, size, and resolution<\/li>\n
      2. Video quality, format, resolution, and size<\/li>\n
      3. Text<\/li>\n<\/ol>\n

        While there\u2019s a lot to know, our slideshow of Amazon\u2019s A+ requirements<\/a> will familiarize you with their guidelines.<\/p>\n

        Getting Help<\/strong><\/p>\n

        In the early days of content26, we produced thousands of Amazon A+ product pages. Even as we\u2019ve 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

        It\u2019s not surprising to us that content creation via Amazon Vendor Central is one of our most popular blog topics….<\/p>\n","protected":false},"author":12,"featured_media":26022,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,789],"tags":[577,1403,1452,1334,875],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n