关于 A+ 内容

A+ 内容功能可让品牌所有者更改品牌 ASIN 的商品描述。借助此工具，您可以使用不同的方法来描述您的商品特性，如添加独特的品牌故事、增强版图片和文本添加位置。将 A+ 内容添加到商品详情页面并加以有效利用，可以提高商品的转化率、浏览量和销量。

资格要求

此功能仅适用于已通过流程获批成为品牌所有者的专业卖家，以及参加了特定管理（例如 Launchpad 和亚马逊独家计划）的新兴品牌所有者。获得批准后，您可以且只能为自己的获批品牌目录中的商品添加 A+ 内容。

创建 A+ 商品描述

要为您的商品创建 A+ 商品描述，请按照以下步骤操作：

注意： 您必须是专业卖家且符合资格要求，包括成为品牌所有者。 详细了解如何才能成为品牌所有者。

1. 从卖家平台主页上的【广告】菜单中选择【 A+ 商品描述】。

2. 要添加商品描述，请点击【开始创建 A+ 商品描述】，然后选择您想要创建的商品描述类型。您可以通过 A+ 添加以下类型的商品描述：

• 图文版商品描述： 有关商品特性和用途的更多详情，用于扩充主商品详情页面中的要点和图片。这些信息可以主动回答买家的问题，从而帮助买家做出购买决定。

3. 按照屏幕上的提示为商品描述命名，然后选择模块以创建所需的样式。

4. 填充各个文本框和图片框。添加商品描述时，您可以随时点击【预览】，查看该商品描述的桌面版和移动版显示效果。

   注意： 您必须在上传图片时提交图片关键词，也称为“alt-text”。图片关键词应组成一个描述图片的简单句子（例如“橱柜上的搅拌机，旁边有水果、酸奶、橙汁和冰沙杯”）。图片关键词不会显示在商品详情页面上，但会显示在有视觉障碍的买家使用的屏幕阅读器应用程序上，以便他们详细了解您的商品。它们还有助于您的商品出现在搜索结果中。

1. 将 ASIN 应用到 ASIN 管理部分的商品描述。您可以将某个 ASIN 系列中的任意 ASIN 添加到搜索框中，以查找该系列中的所有 ASIN。选择您想应用到商品描述的 ASIN，然后点击“应用”。您也可以使用批量上传功能上传包含您想要应用的 ASIN 的电子表格。如果您想向商品描述添加超过 1,000 个 ASIN，则需要使用批量上传功能。

2. 为买家在其国家/地区使用的其他语言创建语言变体草稿。例如，由于许多美国买家选择在购物时使用西班牙语而不是英语，因此应在美国商城为西班牙语创建语言变体。 此步骤会将您的商品描述和应用的 ASIN 复制为草稿，可供您用来添加翻译后的商品描述。您可以稍后单独查看并提交这些草稿。为了帮助使用不同语言在我们的店铺中购物的买家，亚马逊还可能会自动创建语言变体。仅会为您之前尚未提供相应商品描述的语言创建自动商品描述翻译。您可以使用 A+ 商品描述管理器编辑或删除此类翻译。

   注意： 此步骤会在商城中为商品描述创建语言变体。要跨国家/地区复制商品描述，请参阅下面的跨国家/地区复制。

1. 点击【检查并提交】，检查您商品描述的最终草稿（包括应用的 ASIN）；点击【提交以供批准】，发送商品描述以供验证和批准。

注意： 审核最多可能需要 7 个工作日（高峰期时需要更长时间）。您可以在 A+ 商品描述主页查看状态。如果 A+ 状态为未获得批准，请点击特定 A+ 商品描述对应的编辑，以查看拒绝原因并进行任何必要的更改。A+ 商品描述在获得批准后，最多可能需要 24 小时才会发布到已应用 ASIN 的详情页面上。

使用可用模块配置您的商品描述

亚马逊就可能被禁止使用的商品描述类型制定了具体的条款和政策，因此请仔细查看以下列表。不遵守以下指南会违反相关规定，并可能会导致商品描述被我们的系统拒绝：

• 将您的公司列为卖家或分销商（例如，“从我们这里购买正品”、“LLC”或具有相同意义的字词）。

• 提及卖家授权，例如“商品仅由授权转销商销售”。

• 任何担保或保证、满意度声明或提及以外的退货或退款。

• 提及定价或促销，例如“实惠”、“便宜”、“奖励”或“免费”，以及使用引导买家购买的语言，例如“立即购买”、“加入购物车”、“立即获得”或“在我们这里买东西”。

• 配送详情，例如“”或“配送时间表”。

• 在文本的任何位置使用版权、商标或注册符号。

• 夸大的评论，例如“最畅销的商品”、“最热门的商品”或“销量第一的商品”。具有时效性的商品信息，例如“现正促销”、“年度最佳新品”或提及假期。

• 添加两条以上的评论或第三方言论。言论必须出自知名的出版物或公众人物。 商品获奖信息必须附带免责声明。

• 模糊不清或质量较差的图片。

• 包含水印或难以辨认文字的图片。字体大小必须是 16 或更大，并且背景要确保文字便于阅读。

• 并未展示商品的生活照。讲述“品牌故事”时使用的品牌图片不一定要包含商品。

• 复制了详情页面上主图片块中多张图片的商品描述。

• 试图模仿亚马逊徽标、详情页面标题或详情的图片或文本。允许引用亚马逊支持的计划。如 Amazon Dash Replenishment

• 试图转至亚马逊内部或外部其他网站（包括您的其他商品）的网络链接或语言。

• 语法错误、标点符号错误、拼写错误、文本全部大写的字符串、滥用字体或者不必要或重复的信息。加粗和斜体仅可用于突出显示标题或几个精选字词。

• 提及犯罪活动所用商品的任何描述。

• 未经证实的声明：安全声明；节能声明；有关药物、饮料、食品和保健产品的声明。

• 主观语言：任何局限于您的个人观点和/或被过度使用的内容。允许使用有限程度的主观语言。

• 违反任何亚马逊成人用品政策和指南的成人用品的描述。

• 提及亚马逊以外的客户服务或联系信息（例如“如有问题，请联系我们”、电话号码或电子邮件地址等）。

• 使用您销售商品所在商城使用的语言之外的语言编写的商品描述，包括 HTML 标记。

• 有视觉障碍的买家无法访问提交时没有图片关键词的图片。

• 违反分类要求或“我要开店”政策的任何内容。

跨国家/地区复制

当商品描述获得批准后，A+ 商品描述会识别您开展业务所在的其他国家/地区，并将该商品描述的草稿复制到您在这些国家/地区的账户中，这样您就无需在每个国家/地区重新创建 A+ 模板。目前，草稿将按下表所示的方式进行复制：

您可以编辑和本地化复制的商品描述，翻译并提交该商品描述以供批准。

跨国家/地区复制将自动应用于提交以供批准的商品描述。如果您想要跨国家/地区复制任何现有的商品描述，请重新提交该商品描述以供批准，从而自动触发跨国家/地区复制。

您可以删除任一国家/地区的账户中的草稿，方法是点击“A+ 商品描述管理器”中的商品描述草稿，然后依次点击“操作”和“删除”。这将永久将其从您的控制面板中删除。

About A+ Content

The A+ Content feature enables brand owners to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding A+ to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.

Eligibility requirements

This feature is only available to Professional sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs, such as Launchpad and Amazon Exclusives. After you’ve been approved, you’ll be able to add A+ only to products that are part of your approved brand catalog

Create A+ Content

To create A+ Content for your product, follow the steps below:

Note: You must be a Professional seller and meet the eligibility requirements, including being a brand owner. Learn more about becoming a brand owner.

1. Select A+ Content from the Advertising menu on the Seller Central homepage.

2. To add content, click Start creating A+ content and choose the content type you want to create. You can include the following types of content through A+:

• Enhanced Product Description: More details on product features and uses to augment the bullet points and images in the main product detail page. These help customers make purchase decisions by proactively answering their questions.

3. Follow the onscreen prompts to name your content and then select modules to create the style you desire.

4. Populate the text and image slots. While you are adding content, you can click Preview at any time to see what your content will look like in both Desktop and Mobile versions.

   Note: You are required to submit image keywords, also known as alt-text, while uploading images. Image keywords should consist of a simple sentence describing the image (for example, Blender on kitchen counter next to fruit, yogurt, orange juice, and a smoothie glass). Image keywords do not appear on the product detail page, but are available on screen reader applications used by customers with visual impairments to learn more about your products. They also help your product appear in search.

1. Apply ASINs to the content in the ASIN management section. You can add any ASIN from an ASIN family to the search box to find all the ASINs in the family. Select the ASINs that you want to apply to the content and click Apply. You can also use our Bulk upload feature to upload a spreadsheet with the ASINs that you want to apply. You will be required to use Bulk upload if you want to add more than 1,000 ASINs to the content.

2. Create language variation drafts for other languages that customers use in the country. For instance, since many customers in US choose to shop in Spanish, rather than English, create a language variation for Spanish in US. This step copies your content and applied ASINs as drafts that you can use to add translated content. You will be able to review and submit these drafts individually later. To help Customers who shop our stores in different languages, Amazon may also create language variations automatically. The automatic content translations are only created for languages where you have not previously published the content. You can edit or delete them using the A+ Content Manager.

   Note: This step creates language variations of content within a marketplace. To copy content across countries, see Cross-country copying below.

1. Click Review & Submit to review the final draft of your content, including the applied ASINs, and click Submit for approval to send the content for validation and approval.

Note: Review can take up to 7 business days (longer during periods of high volume). You can review the status - in the A+ Content home page. If the A+ status is Not Approved, view the rejection reasons by clicking Edit for a specific piece of A+ content and make any needed changes. After the A+ content is Approved, it can take up to 24 hours to publish on the detail pages of the applied ASINs.

Configure your content with available modules

Module	Image Guidelines	Text Placements
Brand Logo	1 image – 600 x 180 pixels	-
Product Description	-	1
Feature 1	4 images (line) – 220 x 220 pixels each	4
Feature 2	3 images (line) – 300 x 300 pixels each	3
Feature 3	4 images (grid) – 135 x 135 pixels each	4
Header 4	1 image (left) – 300 x 300 pixels	1 (right)
Header 5	1 image (right) – 300 x 300 pixels	1 (left)
Header 6	1 image – 970 x 300 pixels	1
Header Image	1 image – 970 x 600 pixels	-
Comparison Chart	5 images – 150 x 300 pixels	2
Single Image and Sidebar	2 images – Main (300 x 400 pixels); Sidebar (350 x 175 pixels)	6
Four Image Highlights	4 images – 300 x 300 pixels	4
Single Image and Specs Detail	1 image – 300 x 300 pixels	2
Single Image and Highlights	1 image – 300 x 300 pixels	2
Image and Light Text Overlay	1 image – 970 x 300 pixels	1

Restrictions

Amazon has specific terms and policies regarding types of content that may not be allowed, so review the following list carefully. Not following these guidelines could result in violations and may lead to a rejection by our system:

• Referencing your company as a seller or distributor (for example, buy from us for authentic products, LLC, or equivalents).

• Mention of seller authorization such as "product only sold by authorized resellers”.

• Any warranty or guarantee, satisfaction claims, or references to off-Amazon return or refund references.

• Pricing or promotion references such as “affordable”, “cheap”, “bonus”, “free”, as well as language directing customers to purchase such as "buy now", "add to cart", "get yours now", or "shop with us".

• Information about shipping details such as "free shipping” or "shipping timelines".

• Use of copyright, trademark, or registered symBols anywhere in your text.

• Boastful comments such as "top selling product", "hottest product" or "#1 selling product". Time-sensitive product information, such as "on sale now", "best new product of the year" or references to holidays.

• Adding more than two editorial or third-party quotes. Quotes must be from well-known publications or public figures. Product award information must be presented with disclaimer.

• Blurry or low-quality images.

• Images containing watermarks or unreadable text. Font size must be 16 or larger and readable against its background.

• Lifestyle images not showing the product. Brand images used to tell the "Brand Story" are not required to contain the product.

• Content that duplicates many of the images from the main image block on the detail page.

• Images or text that attempt to mimic Amazon logos, detail page headings, or details. References to Amazon-supported programs are permitted. For example, Amazon Dash Replenishment

• Web links or language attempting to redirect to other sites inside or outside of Amazon (including your other products).

• Grammatical errors, punctuation errors, misspellings, strings of all-caps text, abusing font features, or unnecessary or repeated information. Bold and italic formatting are only intended to be used to highlight headings or a few select words.

• Any mention of products being used for criminal activity.

• Unverified claims: safety claims; energy saving claims; claims regarding drugs, beverages, food and health products. Health category products such as health drinks, organic supplements and other related products that do not carry any certified disclaimers must have an FDA disclaimer present. (FDA Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.) For more information, see Prohibited Product Claims.

• Subjective language: anything that is subject to your own opinion and/or used excessively. A limited degree of subjective language is allowed.

• Content on adult products that violate any of Amazon's Adult products policies and guidelines.

• References to off-Amazon customer service, or contact information (for example, contact us if you have problems, phone numbers, contact email, and so on).

• Content written in languages other than the one spoken in the marketplace you are selling, including HTML tags.

• Images submitted without image keywords are not accessible to customers with visual impairments.

• Any violations to category requirements or Selling on Amazon policies.

Cross-country copying

When content is approved, A+ Content identifies other countries where you are doing business and copies drafts of the content into your account in those countries so that you don’t need to recreate an A+ template in each country. Currently, drafts are copied as shown in the table below:

Source country and language	Copy as draft to
US English	CA English, UK English, DE English, IN English, AU English, SG English, BR Portuguese
US Spanish	MX Spanish, ES Spanish
CA French	FR French
MX Spanish	US Spanish, ES Spanish
UK English	DE English, FR French, IT Italian, ES Spanish, IN English, AU English, SG English
DE German	FR French, IT Italian, ES Spanish
DE English	UK English
DE Turkish	TR Turkish
DE Dutch	NL Dutch
NL Dutch	DE Dutch
FR French	UK English, DE German, IT Italian, ES Spanish
IT Italian	UK English, DE German, FR French, ES Spanish
ES Spanish	UK English, DE German, FR French, IT Italian
TR Turkish	DE Turkish
AE English	SA English, EG English
AE Arabic	SA Arabic, EG Arabic
SA English	AE English, EG English
SA Arabic	AE Arabic, EG Arabic
EG English	AE English, SA English
EG Arabic	AE Arabic, SA Arabic
AU English	SG English
SG English	AU English

You can edit and localize the copied content, translate the language, and submit the content for approval.

Cross-country copying will automatically apply to content submitted for approval. If you want to cross-country copy any existing content, re-submit it for approval to automatically trigger cross-country copying.

You can delete a draft in any of your country accounts by clicking on the draft content in the A+ Content Manager, clicking on Actions, and clicking on Delete. This will permanently remove it from your dashboard.

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特别声明：以上文章内容仅代表作者本人观点，不代表ESG跨境电商观点或立场。如有关于作品内容、版权或其它问题请于作品发表后的30日内与ESG跨境电商联系。