Amazon A+ Content Guide: How to Build Listings That Convert

Amazon A+ Content (formerly Enhanced Brand Content) lets brand-registered sellers replace the plain product description with rich HTML modules: comparison charts, lifestyle images, feature grids, and narrative sections. Listings with A+ Content convert at a higher rate than standard listings, and Amazon has reported average conversion lifts of 3-10 percent. Here is how to build it correctly.

Who can use A+ Content?

A+ Content is available to sellers who are enrolled in Amazon Brand Registry. Brand Registry requires a registered trademark (word mark or design mark) that covers the products you are selling. If you are not brand registered, you cannot access A+ Content, though you can still use bullet points and a text description.

Vendors (first-party sellers) have access to A+ Content as well, with additional premium modules available through A++ (also called Premium A+ Content). Brand-registered third-party sellers get the standard A+ Content modules.

The modules available in standard A+ Content

Amazon provides around 16 standard modules. The most useful ones are: the Standard Image and Text Overlay module (full-width hero image with a text block), the Standard Four Image/Text module (row of four images with captions), the Standard Comparison Chart (compare your products across specifications), the Standard Single Image Sidebar (image on one side, text on the other), and the Technical Specifications module (structured list of spec/value pairs).

Each A+ Content page can contain up to 7 modules. The page renders in the product description area on desktop and below the fold on mobile, so the most important information still belongs in your bullets and title.

What converts well

A lifestyle image with a short headline works better than a feature-only image. Show the product in use, not just on a white background (you already have white background images in the main gallery). Comparison charts that help customers choose between your own product variants (size S vs M vs L, or model A vs model B) reduce returns and increase conversion by making the decision easier. A "What is in the box" module answers one of the most common customer questions before purchase.

Avoid walls of text. A+ Content that is mostly text with small images performs worse than primarily visual modules. Customers scroll quickly; use headers and visuals to guide the eye.

Technical requirements

Images must be at least 970 pixels wide for full-width modules. Amazon accepts JPEG and PNG. File size limit is 2MB per image. Use sRGB color profile for consistent rendering. Text within images must be readable at the full display size; small text in images often fails Amazon's quality check.

Amazon moderates A+ Content before it goes live. Common rejection reasons: contact information or website URLs in the content, competitor product comparisons, price mentions, warranty claims not already listed in the product detail, and images that do not match the product being described.

How long does approval take?

Standard approval is 1-7 business days. Rejection extends this timeline, since you need to edit and resubmit. Submit A+ Content well before a launch date or promotional period. You can apply A+ Content to multiple ASINs at once from the same parent product family, which speeds up the process for large catalogs.

Measuring the impact

After publishing A+ Content, wait 30 days before comparing conversion rates to your pre-A+ baseline. Use Amazon Brand Analytics and your seller-central session and conversion data. If you have multiple products in the same category, you can compare A+ versus non-A+ performance as a rough A/B test. The lift is usually most visible on products where the standard listing left customers with unanswered questions about size, compatibility, or use case.