Amazon A+ Content: The Complete Guide for Sellers and Marketers (2026)

Most Amazon product listings look the same: same bullet points, same plain text descriptions, same forgettable layout. A+ Content changes that by giving brand-registered sellers the tools to add rich images, comparison charts, and storytelling to their product pages, right below the bullet points. 

According to Amazon, Basic A+ Content can increase sales by up to 8%, while Premium A+ Content can increase sales by up to 20%. That is significant for any seller trying to grow. 

If you’re an Amazon seller managing your own product listings, or a marketer handling client accounts on Amazon, this guide is for you. By the end, you will know what Amazon A+ Content is, how it works, the different types at your disposal, and how to build it right from start to finish.

What Is A+ Content?

A+ Content is an Amazon feature that lets brand-registered sellers and vendors transform their plain-text product descriptions into a visually rich area complete with images, formatted text, comparison charts, and more. It appears toward the bottom of the product listing page, just below the bullet points, where you’d only see a block of text.

Before Amazon unified the naming, sellers on Seller Central would know this feature as Enhanced Brand Content (EBC), while vendors on Vendor Central had their own version called A+ Content. Amazon eventually brought them together under a single name: A+ Content.

Who can access A+ Content:

• Brand Registry sellers on Seller Central
• Vendors on Vendor Central

Amazon did this for a very obvious business rationale: to help buyers make more confident purchase decisions, reduce returns, and improve the overall shopping experience. When customers understand a product better before buying, they are less likely to return it.

Why A+ Content Matters: The Business Case

The numbers make the case for A+ Content quickly. Amazon’s own data shows it can drive an 8-20% lift in conversion rates. On a listing already generating strong traffic, even an 8 percent bump translates directly into more revenue without affecting your Advertising cost of sales.

Here’s how it impacts the main e-commerce business metrics:

• Conversion rate (CVR): Improved visual representation and better information about the product help the customer decide faster
• Average Order Value (AOV): Comparison charts allow you to cross-sell related products in your catalog, driving up how much each customer spends
• Return rates: Customers who know exactly what they’re getting are less likely to return the product
• Brand trust: A well-done listing is a professional listing. This is important, especially when you are competing against other sellers in your category.

Many sellers still rely on basic product descriptions. A+ Content allows brands to differentiate themselves even when competitors sell similar products at comparable prices.

One more thing worth noting: basic A+ Content is free! That means it’s one of the highest-ROI tools available to Amazon sellers. You aren’t paying per listing, per module, or per approval. You invest your time up front, and the improvement is live on your listing 24/7.

Ever wonder how you can make your Amazon A+ content as optimized as possible? This video from My Amazon Guy explains the Amazon’s New A+ Content Recommendations and how to create effective amazon product page design.

A+ Content vs. Standard Product Descriptions

Both standard product descriptions and A+ Content play important roles in Amazon listings. The key is understanding what each contributes.

Standard descriptions still matter because Amazon indexes much of that content for search purposes. A+ Content serves a different role, however. It helps persuade shoppers after they arrive at the listing by providing visual context and brand communication. 

The strongest Amazon listings use both strong front-end copy for discoverability and A+ Content for conversion once a shopper lands on your page.

Ignoring either component leaves potential performance gains on the table.

Types of A+ Content: Basic vs. Premium (A++)

There are two types of Amazon A+ Content—basic and premium.

1.Basic A+ Content

Basic A+ Content is available to any seller enrolled in the Amazon Brand Registry. At no cost, you can use a library of standard modules and piece them together to create your enhanced product description. The current set of module options is;

• Standard image with text overlay
• Product description text
• Image and text in different layouts
• Product comparison chart
• Brand logo and description

You can add up to five modules per ASIN under Basic A+. When choosing modules, prioritize those that address your buyer’s most common questions or hesitations. A comparison chart works well when you sell multiple variants. Lifestyle images with short text callouts also work well for products that benefit from context around how they are used.

2.Premium A+ Content (A++)

Premium A+ Content is available to sellers who have published a Brand Story that meets additional eligibility criteria set by Amazon. It unlocks an enhanced set of modules with higher visual impact, such as

• Interactive hover hotspot images
• Video embeds
• Improved comparison charts
• Q&A module 
• Larger image carousels

The visual benefits here are obvious. Video, for example, allows shoppers to actually see a product in use – a much better proposition than a still image – especially for categories like electronics, fitness equipment and kitchenware. Interactive hotspot images let customers click areas of an image to reveal specific features, keeping them on the page longer.

To check your eligibility for Premium A+, go to the A+ Content Manager in Seller Central. If you qualify, you will see Premium modules when creating/editing content. The main requirement is that you have an active/published Brand Story throughout your catalog.

A+ Content Modules: What Each One Does

Knowing what each module does helps you decide which combination is best for your listing. Here are all the modules and when to use them.

1.Standard Image and Text

This module pairs an image with a text block, with the option to position the image on the left or right side. It is one of the most flexible modules in the Basic tier and works well for highlighting a single key feature or use case. A product shot showing a specific function paired with two to three sentences of context is the most effective combination. Keep the text under 300 characters for readability on mobile. Image spec: 300 x 300px minimum, 72 DPI.

2.Standard Single Image (Left, Right, or Center)

This module gives you a full-width or positioned image with minimal accompanying text. It works best when the visual does most of the communicating, such as a lifestyle photo of the product in a real-world setting. There is no need to force a lot of copy here. Let a strong image speak—recommended width: 970px for full-width display.

3.Standard Four Image and Text

This module displays four images in a row, each with a short text caption beneath it. It is ideal for showcasing multiple product features at once or displaying a lineup of product variants side by side. Because the images appear in a grid, visual consistency matters here more than in other modules. Use the same lighting, background style, and framing across all four. Keep captions brief, under 150 characters.

4.Standard Image Header with Text

A wide banner image sits at the top of this module, followed by a headline and body text below. This is great if you want to introduce your product line or tell a short brand story. The banner image is what buy box shoppers see first when they scroll down to the A+ section. 

So use a high-quality lifestyle or brand image rather than just a plain product shot!! Image spec: 970 x 600px recommended.

Here is an example of a standard image:

6.Standard Multiple Image Module A

This module features a single main image with two secondary images. Use this module if you need to feature a main hero shot and then provide additional detail shots or usage examples. Make sure the three images in the modules use a consistent style so they don’t look like they were taken on different photo shoots.

7.Standard Comparison Chart

This is one of the most strategically valuable modules in the Basic tier. You can compare up to six of your own ASINs side by side, with product images, titles, and customizable feature rows, keeping buyers in that brand ecosystem. 

Instead of someone going to a competitor’s page to compare, they can do it all on your listing with the full view there. Use this module if you’re in any category where you sell products with multiple variations, sizes, or tiers.

8.Standard Text Module

A text-only module with a headline and body text, no images. This is best for explaining something in depth that doesn’t benefit from visuals, such as care instructions, warranty details, compatibility information, or material sourcing. 

The risk with this module is always giving the reader too much to digest. Keep paragraphs short, use the headline to set expectations, and include only information a buyer would want before deciding to purchase.

The Brand Story Module

The brand story module sits above the standard A+ Content section, and lives across the entire catalogues, not just a single ASIN. This means every product you sell can tell the same brand story, helping buyers recognize your brand across listings and building familiarity over time.

There is a practical reason to prioritize this module beyond storytelling: publishing a Brand Story is the main requirement to unlock eligibility for Premium A+ Content. If you skip it, you stay limited to Basic A+ modules.

So, what makes a great brand Story?

• A relatable human element. Something like a mission or origin story. Buyers are drawn to purpose. A single sentence about why you started the brand adds a human touch that a basic product description can’t
• Lifestyle imagery that reflects your target customer’s world. The images should show the kind of person who uses your products, in the kind of environment they live in
• Values or differentiators that set you apart from generic alternatives. This is your chance to explain what makes your products different, whether that is materials, manufacturing standards, design philosophy, or customer focus.

How to build it in Seller Central:

1. Go to Advertising > A+ Content Manager
2. Click “Create a Brand Story” from the options available
3. Add a brand background card. This is the main card and includes a brand image and a short description. Keep the description focused and specific to your brand
4. Optionally add product highlight cards that link to specific ASINs in your catalog. These work well if you want to draw attention to bestsellers from within the Brand Story section
5. Apply the Brand Story to all ASINs in your brand and submit for review

Mistakes to avoid:

• Avoid generic brand descriptions that could apply to any company. Phrases like “we are committed to quality” mean nothing without specifics
• Don’t upload low-resolution images that look blurry or stretched on larger screens
• Avoid skipping this module entirely and missing Premium A+ eligibility, which requires an active, published Brand Story

Watch this video from Marketing by Emma to understand what Amazon brand story is, and why it is a critical piece to make you an Amazon seller success

How to Create A+ Content: Step-by-Step

The creation process is built into Seller Central and does not require any design tools or outside platforms. Let’s take a look at the entire process step by step.

Step 1: Go to the A+ Content Manager

Log into your Seller Central account, navigate to the Advertising tab in the top menu, and select A+ Content Manager. This is the central hub for everything related to your A+ and Brand Story content, including drafts, live content, and submitted content waiting for review.

Step 2: Create a New Project

Click “Start Creating A+ Content.” Amazon will prompt you to name your content project. Choose a name that helps you identify the listing or product group later, especially if you manage a large catalog.

Step 3: Choose Your Content Type

You will be asked if you want to build Basic A+ Content or a Brand Story. If you have not built a Brand Story yet, go there first. It takes precedence because it is both a catalog-level asset and the gateway to Premium A+ eligibility. If a Brand Story already exists for the ASIN, build Basic or Premium A+ Content.

Step 4: Select and Arrange Your Modules

Amazon gives you a drag-and-drop interface to build your layout. You can choose from the available modules, preview how they stack together, and reorder them until it all feels right. Think of this like building a short visual story about the product. Use a compelling header image to grab attention, place the middle modules for features, and add a comparison chart at the end.

Step 5: Plug In Your Copy and Images

Each module has slots for images and text. Follow the image size specs Amazon provides for each slot and fill out the text manually. This step will usually take up most of your time, especially if you’re creating or sourcing new images for A+ Content. 

Step 6: Apply to ASINs

After you build your content, you can apply it to one or more ASINs, which helps you choose the products you want to apply it to. Once selected, choose Apply Content. Keep in mind that you can only apply A+ Content to your brand-owned ASINs.

Step 7: Submit for Amazon’s Review

Once you’ve applied the content to your ASINs, you’ll need to submit it to Amazon for review. Approved A+ Content automatically appears on the respective detail pages in the chosen language. You can always check your application status anytime in A+ Content Manager.

A+ Content Best Practices

Copywriting

Copywriting affords you the opportunity to engage customers and tell your brand story, so here are some of the A+ content best practices you should apply:

• Lead with benefits, not features. Instead of saying “The pans are made with 304 stainless steel,” say “Stays rust-free for years, even in a damp kitchen.”
• Use short, scannable text blocks. Long paragraphs get skipped, especially on mobile. 
• Just write the way your target buyer would speak. Read reviews and Q&A on your listing to get the exact language that customers use
• Don’t stuff keywords. Amazon’s algorithm doesn’t index A+ Content text, so adding more keywords doesn’t help SEO, but it sure hinders readability

The best Amazon PPC agencies can help you position your brand, with all-inclusive services such as Amazon PPC campaign management, sponsored ads optimization, as well as keyword research and targeting for your copy.

Design and Imagery

• Use lifestyle photography over white-background product shots. Show the product in context, in someone’s home, in use, in real life.
• Keep brand colors, fonts, and visual tone consistent across all modules. Inconsistency looks unprofessional
• Always design for mobile first – over 50% of Amazon customers browse and buy via mobile! And always check the mobile preview before you submit.
• Use a resolution of at least 72 DPI and adhere to Amazon’s module size guidelines to keep your images crisp.

Strategy

• Start with the top 20% of your ASINs, either by revenue or traffic. Improving conversion has the biggest dollar impact.
• Use comparison charts strategically. Link buyers to your other products instead of letting them navigate away to competitors
• Update A+ Content seasonally or after any major product changes. Outdated content can erode trust.
• Utilize Amazon’s Manage Your Experiments tool to A/B test different versions of your A+ Content on the same ASIN. You can test two different versions of your A+ Content on the same ASIN to see which one drives better conversion.

Common A+ Content Mistakes to Avoid

• Using low-resolution images: Blurry or pixelated images instantly make a listing look unprofessional, and unprofessional listings don’t help conversion. Upload each module at or above Amazon’s recommended dimensions
• Skipping the mobile preview before submitting: Text that looks fine on a desktop can become unreadably small or overflow its container on mobile. The mobile preview in the A+ Content Manager takes 30 seconds to check and can save you from a rejection or a week of blurry live content
• Copying bullet points verbatim: The A+ Content section should build on what the bullets say, not be repetitive of them. If a buyer has already seen your bullets, showing them again makes no sense. A+ Content is meant to add context, visuals, and depth
• Over-clutter modules with text: Not all text areas need to be filled to the character max. White space is a design element. A clean module with a strong image and two focused sentences will work harder/better than a module full of text nobody reads
• Not updating content after product changes: Buyers will always notice if you’ve made a change to a product design, color options, or even adjusted key features, but didn’t change anything in your A+ Content. In most cases, they may think something’s wrong
• Skipping the Brand Story: Without a published Brand Story, you can’t qualify for Premium A+ Content. You also miss out on the catalog-wide branding that the Brand Story section provides. It is a one-time investment that unlocks ongoing value
• Submitting content that violates Amazon’s guidelines, including pricing, discount claims, competitor brand names, or customer review quotes, in your A+ Content will result in rejection. Always read the guidelines before building, not after.

A+ Content and SEO: What You Need to Know

One of the biggest concerns for sellers on Amazon is whether A+ Content improves search rankings. The short answer is no. Amazon does not index the text within A+ Content modules. That means what you write within your image captions or text blocks will not help your listing rank for those keywords.

What Amazon indexes is your product title, bullet points, and backend search terms. That’s where your keyword strategy belongs. If you are not already optimizing those elements, start there before spending time on A+ Content.

That said, A+ Content helps SEO indirectly:

• Higher conversion rates: This tells Amazon’s algorithm that your listing is relevant to shoppers who find it and, over time, can gradually improve your ranking. Amazon rewards listings that convert well because it means the search results are accurate
• Longer time on your listing page: When buyers scroll through your A+ Content after clicking, rather than quickly bouncing back to the search results, that dwell time again tells Amazon the listing is worth ranking
• Lower return rates improve your overall seller metrics: Sellers with strong performance metrics tend to maintain better visibility on the platform.

Conclusion

A+ Content is one of the few levers Amazon provides to brand-registered sellers. It increases conversions, cuts returns, creates trust in your brand, and it’s free. Begin with your best-selling ASIN, create a compelling Brand Story to unlock Premium access, and then review your product list. For marketers, it is a quick win you can deliver to clients with meaningful results. There is no reason to leave your product page as plain text when a better version is free to build.

References

Amazon Brand Registry: Launch your brand with Amazon

Forbes: Increase Your Amazon Sales With A+ Content

Amazon: Create an Amazon selling account

Statista: Amazon Stats

Amazon: Amazon selling stats