Amazon A+ Content: What It Is, Who Can Use It and How to Do It Right

Short answer: A+ Content lets you replace the plain description on an Amazon product page with visual modules, comparison charts and a brand story. To use it you need a Professional selling account and a Brand Representative or Reseller role for a brand enrolled in Brand Registry (or generic products in your catalog). It's free for eligible sellers and can only be applied to ASINs your brand owns.

Citing its internal data, Amazon says Basic A+ Content can increase sales "by up to 8%" and well-implemented Premium A+ Content "by up to 20%". Those are ceilings, not guarantees; the structure of the content is what decides the result.

What A+ actually does

A buyer still undecided after the bullets scrolls down, and A+ meets them there:

• Answers objections: durability, sizing and usage questions resolved visually
• Builds brand trust: production story, material detail, brand values
• Ties the catalog together: the comparison chart routes buyers to the right variant instead of the wrong one
• Sets expectations: content that shows the product accurately can help reduce "not what I expected" returns

Basic A+, Premium A+ and Brand Story

According to Amazon's A+ page:

• Basic A+: image and text modules, plus shoppable product-comparison charts
• Premium A+: larger images, video, interactive hotspots, clickable image or video carousels and Q&A modules
• Brand Story: your brand's story, values and mission shown across all your product listings

Amazon's public page doesn't list Premium A+ eligibility criteria; the current rules live in the A+ help pages inside Seller Central (login required). Don't plan around thresholds quoted online until you've confirmed them there. If you have video assets, move them over the day Premium opens.

Anatomy of a page that works

The sequence that works on our own stores:

• 1. Hook banner: the product's single strongest promise plus a lifestyle visual
• 2. Feature modules (3–4 blocks): one benefit per block, short copy, an image that shows rather than tells
• 3. Comparison chart: your own product family side by side; keeps the buyer inside your catalog
• 4. Brand story: who makes it and why it's different, powerful for maker brands
• 5. Usage/size module: removes the ambiguity behind the most common returns

Copy and image rules

• Design for mobile reading: fine print that vanishes on small screens is A+'s most common waste
• Fill in the alt-text field on every image; screen-reader users depend on it
• Don't repeat the bullets; A+ complements, it doesn't copy
• Avoid dense text blocks: A+ is scanned, not read
• Test instead of guessing: Amazon's Manage Your Experiments lets Brand Registry brands A/B test page elements including A+ Content and Brand Story (the product needs enough recent traffic)

Common mistakes

• Treating A+ as "we added images, done"; the objection order matters more than the design
• Beautiful on desktop, unreadable on mobile
• Leaving the comparison chart empty (the cheapest cross-sell tool)
• Skipping alt-text fields
• Planning A+ before Brand Registry: enroll the brand first (Brand Registry guide)

FAQ

Is Amazon A+ Content free? Yes. Amazon says A+ Content is free for sellers who meet the eligibility requirements. The Professional selling plan it requires has its own monthly fee.

Who can use A+ Content? Sellers with a Professional selling account and a Brand Representative or Reseller role for a brand enrolled in Brand Registry, or sellers with generic products in their catalog. A+ applies only to ASINs your brand owns.

How much does A+ Content increase sales? Amazon cites internal data of "up to 8%" for Basic A+ and "up to 20%" for well-implemented Premium A+. These are ceilings; measure the effect on your own product with Manage Your Experiments.

What does Premium A+ add? Per Amazon: larger images, video, interactive hotspots, carousels and Q&A modules. Check eligibility in Seller Central.

The takeaway

A+ Content is a conversion tool that answers objections visually, sets expectations and keeps buyers in your catalog, not decoration. Its prerequisite is Brand Registry; its home is the complete listing. To bring the title in line with the same structure, try the Amazon title generator.

To have us build your A+ page from module structure to image set, there's Amazon listing optimization, with our product photo/video team on visuals.

Sources and scope

• Amazon, A+ Content: eligibility, free for eligible sellers, brand-owned ASINs only, "up to 8% / up to 20%" sales claims (Amazon internal data), Basic and Premium modules, Brand Story
• Amazon, Manage Your Experiments: testing A+ and Brand Story, Brand Registry and traffic requirements
• Amazon, Amazon Brand Registry: A+ Content as a Brand Registry benefit
• Amazon, Sell on Amazon FAQ: Professional selling plan fee

This article is general information. Amazon's requirements and module options can change; check the official pages and Seller Central for current details. Information checked on October 14, 2026.