A+ Content is the enhanced section below the fold on a brand-registered Amazon listing — the formatted images, comparison charts, and brand story that replace the plain text description. Done well, it lifts conversion and cuts returns. Done lazily, it's wasted space that shoppers scroll straight past.
Amazon A+ Content is a set of image-and-text modules that brand-registered sellers add below the listing to replace the plain description. To make it convert, plan one message per module, answer the objections shoppers raise in reviews, add a cross-sell comparison chart, design for a phone screen, keep every claim compliant, and test versions against each other.
- A+ Content requires Amazon Brand Registry, which in turn requires a registered or pending trademark.
- Its job is conversion, not ranking. Your title, bullets, and backend search terms do the indexing work.
- Build every module around a single point: a benefit, an objection, or a comparison.
- Most rejections come from avoidable claims — pricing, guarantees, “best” language, competitor comparisons, or unsupported health claims.
- If your brand is eligible, test A+ versions with Manage Your Experiments instead of guessing.
What is Amazon A+ Content?
A+ Content (formerly Enhanced Brand Content) is Amazon's rich-media description area. Instead of a block of text, you build the section from modules: full-width banners, image-and-text pairs, comparison charts, and feature grids. It appears lower on the detail page, after the bullets and above the reviews.
It's available to sellers enrolled in Amazon Brand Registry, and vendors have their own route to it. If you don't have Brand Registry yet, that's the first job — and it starts with a trademark. Our guide to starting an Amazon private label business covers that sequence.
Why does A+ Content matter for conversion?
Shoppers who scroll past the buy box are seriously considering your product. They've seen the price, the main image, and the bullets, and they still haven't bought. Something is holding them back — a doubt about size, quality, compatibility, or whether your brand is legitimate.
A+ Content meets them at exactly that moment. It's the one place on the listing where you get space to show the product in use, explain how it works, and address objections visually. That's why strong A+ tends to show up in conversion rate and return rate rather than in search rank.
A common misconception is that A+ copy helps you rank. Treat it as a conversion asset. Put your indexing effort into the title, bullets, and backend search terms — see our Amazon listing optimization guide — and let A+ close the sale. Do fill in the image keyword (alt text) fields on each module, since they describe the image for accessibility and cost nothing to complete.
Basic A+, Premium A+, and Brand Story: what's the difference?
There are three pieces people tend to lump together. They do different jobs.
| Format | Where it appears | What it's for | Who can use it |
|---|---|---|---|
| Basic A+ | Below the bullets, in place of the description | Benefit modules, comparison chart, objection handling | Brand-registered sellers |
| Premium A+ | Same position, larger format | Bigger modules, video, carousels, interactive hotspots | Brands that meet Amazon's current eligibility criteria |
| Brand Story | A scrolling carousel above the A+ modules | Who the brand is, links to other products and the Brand Store | Brand-registered sellers |
Premium A+ eligibility rules and module limits have changed more than once. Check the A+ Content Manager in Seller Central for what your brand qualifies for today rather than relying on an old blog post.
What should strong A+ Content include?
- A brand banner that signals quality and legitimacy in one glance.
- Benefit-led modules pairing lifestyle imagery with short, specific copy.
- A comparison chart across your own catalog to drive cross-sells and upgrades. It also keeps shoppers inside your brand rather than on a competitor's page.
- Objection handlers — the visuals that address the doubts that cause returns: size and scale, what's in the box, how to use it, what it's compatible with.
- Proof of quality — materials, construction, or process shown visually rather than claimed in adjectives.
The best source for objection handlers is your own review page and your competitors' one- to three-star reviews. Whatever shoppers complain about there, answer in a module.
How do you design A+ Content that people actually read?
Nobody reads A+ Content word for word. They scroll and scan, and most of them are doing it on a phone. Design for that reality:
- One point per module. If a module needs two headlines, it's two modules.
- Let the image carry the message. A shopper should get the point with the copy covered up.
- Check legibility on mobile. Text baked into images that looks fine on a desktop monitor often becomes unreadable on a phone.
- Keep copy short and concrete. “Fits 13-inch laptops” beats “premium versatile design.”
- Stay visually consistent with your main images and Brand Store so the listing feels like one brand.
How do you build an A+ page step by step?
- Audit the listing. Read your reviews, questions, and competitors' low-star reviews. List the top five objections.
- Map modules to objections. Assign each objection, key benefit, and cross-sell to a module before any design work starts.
- Write the copy first. Short headlines and one or two lines of body text per module, checked against Amazon's content guidelines.
- Brief the designer. Give exact module dimensions from the A+ Content Manager and a mobile-first instruction.
- Fill in image keywords. Complete the alt-text field for every image.
- Submit and fix rejections quickly. Amazon reviews every submission; approval can take several days, and rejections usually point to a specific module.
- Apply across variations. Assign the content to every relevant ASIN, not just the parent you built it on.
- Test and iterate. Where eligible, run a Manage Your Experiments test and keep the winning version.
Why does Amazon reject A+ Content?
Most rejections are avoidable. Amazon's A+ guidelines generally prohibit:
- Pricing, promotions, discounts, or shipping details.
- Guarantees and warranty promises beyond what Amazon allows.
- Superlatives you can't substantiate, such as “best” or “#1.”
- Direct comparisons to competitor brands.
- Quoted customer reviews or endorsements.
- Contact details, external links, or time-sensitive language like “new for this season.”
- Medical, health, or disease claims — especially in restricted categories.
In regulated categories like skin care and supplements, the bar is higher. Compliance-safe wording isn't just about getting A+ approved; it protects the listing and the account.
Don't forget the Brand Store
Your Brand Store is a free, multi-page storefront on Amazon — a destination for external traffic and a way to showcase your whole range. Link your Brand Story and Sponsored Brands ads to it to keep shoppers inside your brand world instead of bouncing back into search results full of competitors.
Is Premium A+ worth it?
If you're eligible, yes — for hero products. Larger modules, video, and interactive elements give you more room to tell the product story, and richer storytelling usually converts better. For low-volume SKUs, a clean Basic A+ page done properly beats a Premium page that was rushed.
How Embarc Consulting handles A+ Content
Embarc Consulting is a private-label-only agency for Amazon sellers. We treat A+ as part of the listing, not a separate design project. Our AI-assisted audits surface the objections and keyword gaps across a listing and its competitors; an operator then decides what each module needs to say. In restricted categories, we write compliance-safe copy first and design second — the same approach we used on the medicated skin care account in our case studies. It's all part of our Amazon listing optimization service.