A+ Content: Avoid Using Phrases Like 'Best' or 'Only'

Important Considerations When Using A+ Content

While A+ Content helps convey your brand story and enhance the customer experience, be aware that using unsubstantiated exaggerated claims like 'best' or 'only,' or mentioning competitors, will lead to immediate rejection. Repeated violations can even put your account at risk, so proceed with caution.

⚠️ Warning: Unsubstantiated exaggerated claims or competitor mentions will result in immediate rejection, and repeated instances can put your account at risk.

A+ Content Overview and Importance

A+ Content (formerly Enhanced Brand Content or EBC) is a crucial tool on product detail pages that allows you to tell your brand story and visually highlight product features, significantly influencing customer purchasing decisions. Amazon continually updates its A+ Content guidelines, placing increasing emphasis on improving customer experience and information reliability.

As of now, monitoring for policy violations such as unsubstantiated exaggerated claims, competitor disparagement, or external link insertion has been intensified, meaning incorrect information can lead to content rejection or, in severe cases, negatively impact your Account Health. Therefore, thoroughly understanding and adhering to the latest guidelines is essential for sellers to boost sales and ensure account safety.

Key A+ Content Guidelines

Here are the key guidelines you must adhere to when creating A+ Content:

Brand Registry is Required: To create A+ Content, you must be a brand owner who has successfully completed Amazon Brand Registry. Avoid Exaggerated Claims and Statements: You cannot use phrases that claim product superiority without objective proof, such as 'best,' 'only,' 'superior,' '1 rated,' or 'top-rated.' All claims must be supported by objective data or certifications from authoritative bodies. No Competitor Mentions or Comparisons: Directly mentioning competitor products or brand names, or emphasizing your product's superiority by comparing it to competitors, is strictly prohibited. A+ Content is intended for brand building and providing additional product details, not for discussing competitors. No External Links or Contact Information: You cannot include information that directs customers outside of Amazon, such as external website links, email addresses, phone numbers, or QR codes, nor can you include personal contact information within A+ Content. No Pricing or Promotional Information: Product prices, discount rates, promotion codes, or promotional phrases like 'free shipping' cannot be included in A+ Content. Such information should be provided through other sections of the product detail page.

Potential Issues Arising from Policy Violations

If you violate A+ Content guidelines, Amazon will reject your content.

⚠️ In Case of Severe Violations: For severe policy violations, such as repeated offenses, fraudulent claims, or including illegal content, the following issues may arise: Loss of A+ Content creation privileges: You lose the opportunity to effectively convey your brand's value to customers. Decreased product conversion rate and sales: This negatively impacts long-term business performance. Deterioration of Account Health: In the worst-case scenario, this could lead to account suspension.

Recommendations for Successful A+ Content Creation

To prevent A+ Content rejection and maintain account safety, please adhere to the following:

1. Prepare Supporting Documentation for All Claims: If you use phrases indicating comparative superiority like 'improved' or 'faster,' ensure you have objective test results or research data prepared in advance and keep them on hand to submit immediately if Amazon requests them. 2. Strictly Exclude Competitor Mentions: Before creating content, carefully check for and remove any phrases that might imply competitor names or products. 3. Double-Check for External Links and Contact Information: Perform a final review to ensure there are no inadvertently inserted external links, email addresses, phone numbers, QR codes, or other elements that could direct customers outside of Amazon.

Common A+ Content Policy Violations

Here are some common policy violations that sellers often make when creating A+ Content:

Using generic marketing phrases like "Our product is the best on the market!": Sellers often use such expressions out of pride for their products, but Amazon considers these to be exaggerated claims that cannot be objectively proven and will reject them. Including product warranty information in A+ Content: Warranty information should be stated in other sections of the product detail page or in the Product Description, not in A+ Content. A+ Content should focus on visually communicating the product's features and benefits.