2024-08-10 · 11 min read
Amazon A+ Content: How to Create It and What Actually Works
A complete guide to A+ Content for brand-registered sellers — what modules to use, what content converts, and how to measure impact.
A+ Content (formerly Enhanced Brand Content) lets Brand Registry members replace the plain text product description with rich media: custom images, comparison tables, headers, and brand story modules. Amazon reports an average 5.6% increase in conversion rate from A+ Content.
Eligibility and access
Only sellers enrolled in Brand Registry can use A+ Content. Go to Seller Central > Advertising > A+ Content Manager. You get 15 A+ Content "projects" per year on the basic tier. Premium A+ Content (richer modules, interactive features) is available to sellers who have published A+ on all their active listings.
Choosing modules
Amazon offers roughly 17 module types. The most effective combinations:
Header image + product description module: A hero image at full width followed by a text/image block. Good for introducing the brand story.
Four-image and text grid: Shows 4 key features with an icon and short description each. High conversion because buyers scan features quickly.
Comparison chart: Compares your product variants or compares your product against the competition. One of the highest-impact modules — buyers use it as decision support.
Standard single left/right image: Product image on one side, benefit text on the other. Classic, readable format.
What content works
Lead with the primary use case. Buyers on the listing page are in consideration mode — they want to know if this product solves their specific problem. Start with "For [who this is for]: [what problem it solves]."
Use real product photography, not stock images. A+ Content with lifestyle photos showing real people using the product converts better than generic product shots.
Keep text short. Each module has character limits, and that is actually helpful — it forces conciseness. Write benefit-first: "Stays cold for 24 hours" not "Features advanced thermal insulation technology."
Include the comparison chart if you have 3+ variants or want to show how you compare to a market alternative. Buyers trust transparent comparisons.
What to avoid
Do not use A+ Content to stuff keywords. A+ Content is not indexed by Amazon's search algorithm (as of 2024). Write for human readers, not search rank.
Do not include pricing, temporary promotions, or third-party claims without substantiation. Amazon will reject the content.
Do not use images with text smaller than 16pt — they fail Amazon's review and your content gets rejected.
Measuring impact
After publishing A+ Content, wait 6-8 weeks and compare conversion rate in Brand Analytics before and after. Also compare unit session percentage. A+ Content improvements typically show within 3-4 weeks but need 6-8 weeks for statistical significance.