A+ Content is Amazon's enhanced product description format, available to Brand Registry-enrolled sellers and vendors, that replaces the plain-text product description with rich modules: lifestyle images, comparison charts, image-and-text blocks, and brand storytelling. It sits below the bullet points on the product detail page — the section shoppers scroll into once the basics have already interested them.
Amazon's own published testing associates A+ Content with meaningfully higher conversion and increased traffic and sales on enrolled listings, which is why it has become close to table stakes for competitive brand listings rather than an optional extra.
What can you build with A+ Content?
- Modular layouts. A library of pre-built modules — image blocks, comparison charts, four-image grids, Q&A modules — combined without needing custom code.
- Comparison charts. Side-by-side tables comparing your own SKUs (or your product against generic alternatives), the single highest-converting module type for catalogs with multiple similar products.
- Brand story modules. A cross-listing carousel introducing the brand once, reusable across every ASIN — part of the Brand Registry toolkit alongside the brand store.
- Premium A+ (A++). An invitation-only upgraded tier with video modules, larger imagery, and interactive hotspots, available to qualifying brands at Amazon's discretion.
A+ Content vs. standard listing vs. Premium A+
| Aspect |
Standard listing |
A+ Content |
Premium A+ (A++) |
| Eligibility |
Any seller |
Brand Registry enrollment required |
Invitation-only, on top of Brand Registry |
| Description format |
Plain text only |
Rich modules: images, charts, comparisons |
Adds video and interactive modules |
| Cost |
Free |
Free to build; design work is the real cost |
Free where offered; design demands are higher |
| Conversion impact |
Baseline |
Meaningfully higher per Amazon's own data |
Further uplift where available, unproven per-brand |
A+ Content is also a prerequisite for Vendor Central A+ pages and for Sponsored Brands creative in some formats, extending its value beyond the detail page itself.
How do you build effective A+ Content?
- Lead with the buying question, not the brand slogan. The first modules should answer "is this right for me?" — comparison charts and use-case imagery outperform pure lifestyle shots at the top of the page.
- Design for mobile first. Most Amazon traffic is mobile; wide comparison charts and small text that look great on desktop often become illegible modules on a phone.
- Keep text inside images to a minimum. Amazon's guidelines restrict on-image text, and heavy text blocks fail both compliance review and mobile legibility.
- Reuse the brand story module across the whole catalog. Built once, it compounds trust across every ASIN it's attached to, rather than being rebuilt per listing.
What do brands get wrong with A+ Content?
- Treating it as decoration. A+ Content that just repeats the bullet points in image form wastes the module space; comparison charts and objection-handling content convert far better than restated features.
- Ignoring approval time and rejections. Content goes through Amazon's review and can be rejected for image-text limits, prohibited claims, or trademark issues — submit ahead of launches and promotions, not the day before.
- Building once and never updating. Seasonal messaging, outdated compliance claims, and stale comparison data quietly sit live for years on listings nobody revisits.
- Skipping it on lower-priority SKUs. A+ Content is reusable at the brand-story level, so the marginal cost of extending it to the rest of the catalog is much lower than building the first page — leaving secondary SKUs on plain text is often just inertia.
FAQ
Do I need Brand Registry to use A+ Content?
Yes. A+ Content is only available to sellers and vendors enrolled in Amazon Brand Registry, which itself requires a registered trademark for the brand.
Is A+ Content free?
Yes, there's no fee from Amazon to build and publish it. The real cost is the design and copywriting work behind the modules, and Premium A+ (where available) demands a higher production standard still.
Does A+ Content actually increase sales?
Amazon's own published data associates A+ Content with meaningfully higher conversion rates and increased sales on enrolled listings, which is why it has become close to standard practice for competitive brands rather than a nice-to-have.
Strong A+ Content is one piece of a much larger Amazon operation — brand registry, advertising, pricing, and compliance all need to work together across every marketplace you sell in. eBrands runs that whole stack for brands entering the US and Europe — see how we operate Amazon end to end.
