What Is Amazon A+ Content?
A+ Content is the enhanced product description section on Amazon that appears below the bullet points on your product detail page. Instead of a plain text description, A+ Content lets you use images, comparison tables, infographics, and structured layouts to present your product professionally.
For many sellers, A+ Content is a "nice to have" that gets pushed to the bottom of the priority list. That's a mistake. A+ Content won't single-handedly make or break your business, but it delivers incremental improvements in conversion rate, brand trust, and average order value (AOV) that compound across your entire account. As an Amazon agency, we see the effect regularly: better conversions lower your CPC in PPC campaigns, increase your relevance in Amazon's algorithm, and improve your organic rankings over time.
The prerequisite for A+ Content is an active Amazon Brand Registry. No registry, no access to the enhanced content features.
A+ Content vs. Premium A+ Content: Differences and Requirements
Amazon offers two tiers of A+ Content. The difference is significant, but not every seller has access to both.
Standard A+ Content is available to all sellers with Brand Registry. You can choose from various modules (image-text combinations, comparison tables, image galleries) and use up to 5 modules per ASIN. Image width is capped at 970 pixels, and videos are not supported.
Premium A+ Content (also called A++ or Enhanced Brand Content Plus) offers significantly more: interactive modules, full-width images, video integration, enhanced comparison tables, and hotspot modules with clickable areas on images. Premium A+ Content takes up more space on the product page and looks noticeably more polished.
Who gets Premium A+ Content? Amazon unlocks Premium A+ Content for sellers who meet certain criteria. Typically, you need to have published Standard A+ Content for all ASINs in your catalog and have a Brand Story set up. Amazon adjusts these criteria regularly. Check the current requirements in your A+ Content Manager in Seller Central.
Is Premium A+ Content worth it? If you have access, yes. The expanded modules give you significantly more creative freedom, and the visual capabilities (especially video and full-width images) clearly set your listing apart from competitors. But only if the design is right. A poorly designed Premium module is just as ineffective as a poorly designed Standard module.
How to Create Amazon A+ Content: Step by Step
You create A+ Content in Seller Central under "Advertising > A+ Content Manager." There you select modules and assign them to your ASIN. The technical process is simple. The strategic planning is what makes the difference.
Step 1: Understand your audience and search intent. Before selecting modules, ask yourself: what does the customer who lands on my product page need to buy? What doubts do they have? What questions? Your A+ Content needs to answer these questions, not describe your product again.
Step 2: Choose modules strategically. Not every module fits every product. Choose modules that communicate your specific selling points. A product with a strong "before/after" effect needs different modules than a technical product with many specifications.
Step 3: Create visuals. A+ Content is primarily visual. The images and graphics matter more than the text. Invest in high-quality product images that show your product in context, not just as a cutout. Lifestyle images, infographics, and icons make the difference between A+ Content that converts and content that gets ignored.
Step 4: Keep text short and scannable. Customers don't read A+ Content like a novel. They scan. Short headlines, concise bullet points, clear messages. Each module should communicate a single core message.
Step 5: Submit and review. Amazon reviews every A+ Content before publishing (typically 24 to 72 hours). Follow the guidelines: no price claims, no unsubstantiated health claims, no competitor comparisons using brand names. After approval, the content goes live.
Best A+ Content Modules and When to Use Them
Module selection determines the impact of your A+ Content. Here are the most important modules and when they work best:
Value proposition module (image + text): Show the desired state of your customer. Not "our product has feature X" but "this is how your life improves." For a camping product: "Quick inflation. Effortless setup in 5 minutes." This connects product to outcome.
Detail module (icons + bullet points): Focus on the most important product benefits: durability, materials, features. Use icons and clear visuals instead of long text blocks. Customers scan quickly. Make the details digestible.
Highlight module (single benefit, big presentation): Choose your product's standout feature and show it visually in action. "Travel light, just 497g." An image says more than a hundred words here.
Social proof module: Customer reviews with images, awards, "As Featured On" logos. Builds credibility, especially in competitive categories. Social proof is one of the strongest psychological triggers, and one that most sellers completely ignore in their A+ Content.
Comparison table (cross-selling): Most sellers use the comparison table to compare product variants. That's wasted potential. Use it instead to show complementary products: "Complete your setup." This increases AOV without the customer leaving your product page.
FAQ module: Use Amazon's native FAQ UI to preempt customer objections. "How durable is the material?" "What's included in the package?" The FAQ section catches customers who would otherwise scroll to the reviews looking for answers.
A+ Content Best Practices: What Actually Converts
Knowing the modules is half the battle. The other half is the framework behind them. Here are the principles that separate average A+ Content from high-performing content:
Treat A+ Content like a sales page, not a product manual. The most common mistake: sellers list features instead of communicating benefits. Your customer doesn't want to know the membrane is made of 300D Oxford nylon. They want to know their tent stays dry even in heavy rain.
Design is not optional. A+ Content with low-quality graphics or inconsistent visual language hurts more than it helps. It signals to the customer: "this brand isn't professional." Invest in design that matches your brand and sets you apart from budget competitors.
Every module needs a purpose. Communicate value. Overcome objections. Activate cross-selling. If a module has no clear purpose, cut it. Fewer modules with strategy beat more modules without direction.
Use marketing principles instead of endless A/B testing. A/B testing is valuable, but most sellers execute it poorly: test periods too short, no statistical significance, abandoned tests. Instead: build your A+ Content on proven marketing principles from the start (value proposition, social proof, objection handling). This eliminates guesswork and consistently delivers better results.
Brand consistency across all ASINs. Your A+ Content should speak a unified visual language across your entire catalog. This strengthens brand recognition and looks professional. If every ASIN has a different design, it looks cobbled together. The same consistency should carry through to your Brand Store.
Common A+ Content Mistakes
Not having A+ Content. The most obvious mistake. Every ASIN with Brand Registry should have A+ Content. There's no good reason to skip it.
Copying competitors. Most sellers look at the competition and build something similar. The result: everyone looks the same. A+ Content is an opportunity for differentiation, not conformity.
All text, no visuals. A+ Content that's mostly text won't get read. Customers scan. If your content doesn't catch the eye visually, it gets scrolled past.
Ignoring cross-selling. Using the comparison table only for product variants is the biggest missed opportunity in A+ Content. Complementary products boost AOV without additional acquisition costs.
Not using Premium A+ when available. Many sellers have access to Premium A+ and either don't know or don't use it. Check regularly in the A+ Content Manager whether you've been unlocked.
Underestimating design quality. A+ Content built with Canva templates or Fiverr designs signals budget brand. In competitive categories, perceived value drives the purchase. Professional design isn't a bonus. It's a requirement.
A+ Content and Conversion Rate: What the Data Shows
A+ Content won't transform your business overnight. But the cumulative effects are substantial.
Higher conversion rate means more sales from the same traffic. That lowers your effective CPC in PPC campaigns because you extract more revenue from every click. More sales increase your sales velocity, which in turn improves your organic rankings. Better rankings bring more organic traffic that costs nothing in ad spend.
This is the flywheel effect A+ Content triggers: conversion → sales velocity → rankings → more traffic → more conversion. It doesn't act in isolation on individual ASINs but across your entire account.
The biggest lever isn't in individual modules but in the combination: a value proposition that connects emotionally. Details that convince. Social proof that builds trust. Cross-selling that lifts order value. FAQ that removes final doubts. When these elements work together, A+ Content goes from decorative element to conversion driver.
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