Amazon A+ Content is the section below the bullet points where a brand can tell its story with rich images, comparison charts, and well-structured text. On a page full of plain listings, it is one of the clearest ways to show shoppers why your product is worth buying.
This guide explains what Amazon A+ Content is, which modules to use, how Premium A+ differs, and the image and copy practices that help product pages convert. It also shows how Primus Digital Agency builds A+ Content that supports both branding and sales.
Table of Contents
What Is Amazon A+ Content?
Amazon A+ Content is a feature that lets brand owners add visual, branded sections to the product description area of a listing. Instead of a single block of text, you can combine banner images, feature highlights, lifestyle photos, and charts that answer buyer questions at a glance.
You may still hear the older name, Enhanced Brand Content. Enhanced Brand Content was the original version for Seller Central brands, and Amazon later brought it under the A+ Content name.
Who Can Use Amazon A+ Content?
A+ Content is available to brand owners enrolled in Amazon Brand Registry, along with vendors who sell through Vendor Central. You create and submit it in the A+ Content Manager, and Amazon reviews each submission before it goes live.
Common reasons for rejection include unsupported claims, mentions of pricing or shipping, references to competitors, and low-quality or text-heavy images. Following Amazon's guidelines from the start saves time on revisions.
Basic vs Amazon Premium A+ Content
Amazon offers two levels of A+ Content. Basic A+ covers the standard modules most brands use. Amazon Premium A+ Content adds larger, more interactive layouts such as full-width images, video modules, image carousels, and interactive comparison features. Premium A+ has its own eligibility rules set by Amazon, so check the A+ Content Manager for your brand's current status.
| Feature | Basic A+ | Premium A+ |
|---|---|---|
| Layout | Standard modules | Larger, full-width modules |
| Video | Not included | Video modules available |
| Interactive Elements | Limited | Carousels, hotspots, and Q&A modules |
| Eligibility | Brand Registry | Additional Amazon requirements |
Want A+ Content That Sells?
Primus Digital Agency plans, designs, and writes A+ Content that tells your brand story and answers buyer questions.
Talk to Our Amazon Team ↗Amazon A+ Content Modules That Work Best
You have many module options to choose from. These are the ones that usually do the most work:
- Brand header banner: A strong opening image that sets the tone and shows your brand identity.
- Feature highlights: Image and text pairs that explain your top benefits one at a time.
- Lifestyle images: Show the product in real use so shoppers can picture owning it.
- Amazon comparison chart module: Compare products within your own range so shoppers find the right one and stay with your brand.
- Technical specifications: Clear details for buyers who want facts before they decide.
The Amazon comparison chart module is especially useful for brands with several products, because it can move shoppers to a better-fit item instead of a competitor.
Image and Copy Best Practices
Design for Mobile First
Many shoppers browse on their phones, so text inside images must stay readable on small screens. Keep in-image text short and large.
Lead With Benefits
Explain what the product does for the buyer, not just what it is. Every module should answer a question or remove a doubt.
Stay Consistent With Your Brand
Use the same colors, fonts, and tone as your Amazon storefront design, so shoppers recognize your brand across the listing and the store.
Support, Do Not Repeat, Your Listing
A+ Content works best alongside a strong title and bullet points. Our guide to Amazon listing optimization covers how all listing elements work together.
Amazon A+ Content Examples by Goal
Good Amazon A+ Content examples share one thing: each section has a clear job. A skincare brand might use lifestyle images and an ingredient breakdown. A kitchen brand might focus on size diagrams and a comparison chart. A tech accessory brand might highlight compatibility and specifications. Plan your modules around the questions your buyers ask most.
Does Amazon A+ Content Increase Conversion Rate?
A+ Content can increase conversion rate when it answers buyer questions, builds trust, and makes benefits easy to understand. Amazon itself promotes A+ Content as a way to improve sales, but results vary by product, category, and content quality. The best approach is to test: compare performance before and after publishing, and use Amazon's A/B testing tool, Manage Your Experiments, where available.
How Primus Digital Agency Helps
Primus Digital Agency has completed 500+ projects across 40+ industries. Through our Amazon store setup services, we create Amazon A+ Content, Brand Stores, and optimized listings that work together to turn visitors into buyers.
Frequently Asked Questions
Is Amazon A+ Content free?
Basic A+ Content is available to eligible Brand Registry sellers without an extra Amazon fee. Design and copywriting costs depend on who creates it.
How long does A+ Content approval take?
Amazon reviews each submission, and timing can vary. Following the content guidelines carefully helps avoid rejections and delays.
Can I use A+ Content without Brand Registry?
Seller Central sellers generally need Brand Registry to access A+ Content. Vendors can create it through Vendor Central.
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