Crawlbot scores every product page it tracks, once a day, on four things a shopper actually reacts to: photos, A+ enhanced content, video and specs. Across roughly 7.4 million listings a month on 34 retailers in the UK, Poland, South Africa and the Nordics, one pattern keeps repeating. A+ content has quietly become near-universal on the big UK retailers, so it no longer sets anyone apart. Product video has stayed low almost everywhere. That makes video the cheapest conversion lever most brands still have not pulled.
Every day, our content inspection visits the product pages we track and scores each one as a percentage across the same set of fields. Photos covers how many images a page carries against a sensible target. A+ covers whether the page has enhanced brand content, the rich comparison tables and lifestyle blocks below the fold. Video covers whether there is at least one product video. Specs covers how completely the technical attributes are filled in. The detail of how that scoring works is in our content inspection deep dive, but the short version is: four numbers per page, refreshed daily, so you can see exactly where a page is weak.
Take a real one. The Acer Swift Go 14 on Currys scored Photos 83%, A+ 97%, Specs 88%, and Video 30%. Three of those four are in good shape. The page has plenty of imagery, full A+ content and near-complete specs. The number that stands out, the one dragging the page down, is video at 30%. You do not need a meeting to work out where the next hour of effort should go. The scorecard already told you.
For years, A+ content was the obvious win. A brand that invested in proper enhanced content stood out against competitors who shipped a bare spec sheet. That gap has closed. On the major UK retailers, A+ coverage is now near-universal. When almost every page on the shelf has A+, having it is not an advantage, it is the cost of being there. You still need it, the same way you need photos and a price, but it has stopped being the thing that wins the click.
The May 2026 snapshot makes the split concrete. We pulled A+ coverage against video coverage for the UK retailers we track. A+ sits high almost across the board. Video does not.
| Retailer | A+ Coverage | Video Coverage |
|---|---|---|
| Laptops Direct | 98.3% | 100.0% |
| Amazon UK | 66.7% | 43.0% |
| Very | 99.1% | 43.2% |
| Argos | 100.0% | 42.2% |
| Currys | 97.0% | 30.3% |
| Scan | 76.6% | 0.0% |
| Overclockers | 98.0% | 0.0% |
Read down the A+ column and the numbers cluster near the top. Argos at 100%, Very at 99%, Overclockers at 98%, Currys at 97%. Read down the video column and it falls apart. One retailer, Laptops Direct, sits at 100%. Everyone else is under 45%: Amazon UK at 43%, Very at 43%, Argos at 42%, Currys at 30%. Scan and Overclockers carry full A+ content and zero video. That is the whole argument in one table. The field is flat on A+ and wide open on video.
A short product video does the job a spec table cannot. It shows scale, materials, the screen in real light, how a hinge feels, how big a laptop actually is on a desk. Shoppers who watch it arrive at the buy button with fewer doubts, and fewer doubts means fewer abandoned carts and fewer returns. We have written before about how content quality moves sales, and video is the part of that picture most brands underinvest in. The reason it is the cheapest lever right now is simple. The competition is not doing it either. On a page where everyone has A+ and nobody has video, adding video is the one move that puts daylight between your listing and the next one. Compare that with trying to out-A+ a rival when both of you already sit at 97%. There is no daylight left to win there.
The method is the same on every page, and it is boring on purpose. Look at the four numbers. Find the lowest one. Fix the gap that your competitors are also ignoring. On the Swift Go 14 at Currys, the four numbers were 83, 97, 88 and 30. The lowest was video at 30, and from the table we know Currys video coverage sits at 30% across the board, so this is not a one-off page problem, it is a shelf-wide gap nobody is closing. That is exactly the kind of gap worth closing first, because the payoff is yours alone for a while.
Doing this by hand across a full catalogue is the part that breaks. You cannot eyeball thousands of pages every morning and spot which metric slipped overnight. A daily scorecard does it for you: it ranks every page by its weakest field, flags the retailer-wide gaps, and tells you where an hour of asset work returns the most. The point is not to chase 100% on everything. It is to stop spending effort on the solved problem, A+ parity, and spend it on the open one. This is also why we look at the same shelf month after month. The May 2026 UK snapshot showed the same A+ versus video split, and tracking it over time is how you catch a competitor finally waking up to video before they pull ahead.
A+ content is table stakes now. You need it, but it will not win you anything your rivals do not already have. Video is the gap. It is cheap, it moves conversion, and on most of the UK shelf it is sitting empty, waiting for the first brand to fill it.
7.4 million listings, 34 retailers across the UK, Poland, South Africa and the Nordics. The free report shows where your pages sit on photos, A+, video and specs, retailer by retailer.
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