Amazon A+ Content Guide: How to Create Enhanced Brand Content That Converts

What Is Amazon A+ Content?

Amazon A+ Content is a feature available to brand-registered sellers that allows you to replace the standard product description with rich media: comparison charts, lifestyle images, formatted text with headers, and enhanced layout modules. Previously called Enhanced Brand Content (EBC) for individual sellers and A+ Content for vendors, Amazon unified the name to A+ Content in 2022.

A+ Content appears in the "From the brand" section on your product detail page, below the bullet points and above customer reviews. It is not indexed by Amazon's search algorithm, so it does not directly affect ranking. But it increases conversion rate, which indirectly improves ranking through higher sales velocity.

Who Can Use Amazon A+ Content?

A+ Content requires Amazon Brand Registry enrollment. To enroll in Brand Registry, you need:

A registered trademark for your brand (active, text-based or image-based)
The trademark must be registered in a country where you sell on Amazon
The trademark must be registered in your name or your company's name

Once enrolled in Brand Registry, A+ Content is available at no additional cost for all your brand's ASINs.

Types of A+ Content Modules

A+ Content is built from modules. Amazon provides approximately 17 standard module types including:

Header image with text: Full-width banner with headline and body text. Best for brand story and value proposition.
Image with text overlay: Lifestyle image with overlaid headline. Good for emotional brand messaging.
Four-image and text quadrant: Four images with text, arranged in a grid. Ideal for showing features, use cases, or product variants.
Comparison chart: Side-by-side product comparison table. Highly effective for brands with multiple product lines.
Technical specifications: Formatted table of technical details. Good for electronics, tools, and equipment.
Sidebar image with text: Image on one side, text on the other. Classic feature-benefit layout.

Premium A+ Content (A++ Content)

Amazon offers a Premium A+ Content tier (also called A++ or Premium) for sellers who meet specific criteria, primarily related to Brand Registry participation and review response metrics. Premium A+ adds additional interactive modules including:

Video modules
Interactive comparison sliders (before/after)
Expandable "hotspot" images where customers can click to see feature callouts
Carousel image modules

Premium A+ is not available to all sellers. If eligible, you will see it as an option in your A+ Content Manager.

Does A+ Content Actually Improve Conversion?

Amazon's own published data claims A+ Content increases conversion rates by 3 to 10 percent on average. Independent sellers report widely varying results. The actual impact depends on:

How differentiated your product is (A+ helps more if you have genuine differentiators to explain)
The quality of the content (professional photography and clear messaging vs. generic stock photos and marketing filler)
How competitive your category is (in commoditized categories, A+ helps less)
Whether customers scroll to the A+ section (mobile conversion lift is smaller than desktop because many mobile shoppers do not scroll below the fold)

How to Create A+ Content: Step by Step

Go to Seller Central and navigate to Advertising › A+ Content Manager (or Brand › A+ Content for some account configurations).
Click "Start creating A+ content."
Choose "Self-Service Modules" (for most sellers) or "Amazon Builds For You" (AI-assisted, limited availability).
Add your content name (internal reference only, not shown to customers).
Build your modules: add them from the module library, upload images, and write copy.
Preview on both desktop and mobile. Amazon shows you exactly how each module renders.
Apply the content to ASINs. You can apply the same A+ content to multiple ASINs in your brand catalog.
Submit for review. Amazon reviews A+ content before it goes live. Review typically takes 1 to 7 business days.

A+ Content Image Requirements

Minimum image width: 970 pixels (for most modules)
Maximum file size: 2MB per image
Accepted formats: JPEG and PNG
No promotional text, pricing, or availability claims (subject to change over time)
No competitor comparisons that disparage competitors by name
No customer reviews or star ratings in images
No warranty claims ("lifetime guarantee") unless you can prove them

Common A+ Content Rejection Reasons

Images containing text that violates Amazon's guidelines (e.g., claims like "Best Seller" or "Amazon Choice" inside images)
Pricing or promotional messaging in images
Competitor mentions or comparisons by brand name
Images with Amazon branding
References to "free shipping" or other fulfillment-specific claims
Low-resolution images that do not meet pixel requirements

What Makes A+ Content Actually Work

The most common mistake sellers make: treating A+ Content as more marketing copy. Shoppers who scroll to the A+ section are already interested. They need information to commit, not persuasion to be interested.

The best-performing A+ content:

Answers objections: What do customers typically hesitate about before buying this product? Address those objections directly.
Shows use in context: Lifestyle images of the product in actual use settings. Not the product on a white background (you already have those in your main images).
Compares your product line: If you have multiple models, a comparison chart helps customers self-select to the right product and reduces returns.
Explains non-obvious features: Customers may not understand why a feature matters. A+ gives you space to explain.
Uses real product imagery: Stock photo lifestyle images perform worse than actual product photographs in authentic settings.