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Updated March 2026
One of the biggest missed opportunities on Amazon: brands treat A+ Content like a design project instead of a conversion project.
A+ Content sits below the fold on your product detail page. It’s the space where you can show shoppers why your product is different, what problems it solves, and which version fits their needs best. When it’s built from shopper research, it reduces bounce, increases add-to-cart, and keeps people inside your brand instead of clicking over to a competitor.
When it’s built from templates and guesswork, it looks nice and does nothing.
This guide walks through what Amazon A+ Content is now, who can use it, when it’s worth the effort, how to create it, and what actually improves conversion.
Amazon A+ Content is visual content you add to your product detail page below the main product images and bullet points. It lets you show benefits, features, comparisons, use cases, and brand story in a richer format than the default listing structure allows.
There are three types:
Basic A+ Content: Up to 5 modules. Text, images, comparison charts, feature callouts. Free for Brand Registry sellers.
Premium A+ Content: Up to 7 modules. Includes everything in Basic plus video, interactive hotspots, carousels, Q&A modules, and shoppable content. Free for eligible Brand Registry sellers.
Brand Story: A separate content block that appears in the “From the brand” section. Focused on your mission, product family, and catalog. Free for Brand Registry sellers.
Basic and Premium A+ Content appear in the main product description area, after the bullet points and before customer reviews.
Brand Story appears in a dedicated “From the brand” card that shoppers can expand to see your brand mission, product lineup, and store link.
Both surfaces are mobile-visible and indexed by Amazon’s search algorithm.
A+ Content does three jobs:
Reduces decision friction. Shoppers who don’t understand what makes your product different will leave the page or compare against cheaper alternatives. A+ Content answers objections before they turn into bounce.
Keeps traffic inside your brand. Comparison charts and product-family modules redirect uncertain shoppers to a better-fit SKU instead of losing them to a competitor listing.
Builds trust on a crowded marketplace. Brands that control their visual identity, explain their positioning clearly, and show proof of quality convert better than brands that rely on default listing templates.
Amazon reports that well-executed Basic A+ Content increases sales by up to 8%. Well-executed Premium A+ Content increases sales by up to 20%.
You need Brand Registry to create A+ Content. That means you must own or have authorization to use a registered trademark.
Once enrolled in Brand Registry, you get access to:
If you sell on Vendor Central, you also have access to A+ Content, though the workflow and module options differ slightly.
Basic A+ Content is the starting point. You get up to 5 modules. Use it for:
Premium A+ Content adds interactive modules. You get up to 7 modules. Use it when:
Brand Story is a separate surface. Use it for:
Most brands should start with Basic A+ Content on their top ASINs. Add Premium and Brand Story once the basics are working.
Not every ASIN deserves A+ investment yet.
Start with products that already have:
Traffic. If the ASIN gets fewer than 50 sessions per week, fix visibility first.
Differentiation. If the product is a commodity with no meaningful positioning, A+ won’t fix that.
Clear objections. If reviews and Q&A show recurring confusion or hesitation, A+ can address it.
Margin. High-margin products justify more creative investment.
Good first candidates:
A+ Content will not compensate for:
Fix those first. Then build A+.
A+ Content should start with research, not module selection.
Before opening the A+ Content Manager, gather:
Customer reviews. What objections show up repeatedly? What features do buyers call out as decision-makers? What expectations were mismatched?
Questions and Answers. What do shoppers ask before buying? What information is still unclear after reading the bullets?
Competitor product pages. What do top-performing competitors show in their A+ Content? Where are the gaps in their messaging? What can you explain better?
Brand assets. High-quality images, brand colors, typography, logos, product photography, comparison data, dimension specs, use-case scenarios.
Your A+ brief should answer: What does the shopper still not understand after viewing the main images and reading the bullets?
A+ Content should follow a logic, not just fill space.
A strong structure:
Lead with the benefit, not the feature. Show what the product does for the shopper, not just what it is.
Address the biggest objection early. If size confusion drives returns, show dimensions visually. If material quality is questioned, explain sourcing and construction.
Use comparison charts to keep shoppers inside the brand. Redirect to the right SKU instead of losing them.
Show use cases when the product serves multiple needs. One image per scenario.
Close with specs or what’s-in-the-box details for shoppers who need technical confirmation.
Module types to use:
Avoid:
Once your A+ Content is built:
Preview on mobile. Most Amazon shoppers browse on phones. If the text is unreadable or the layout breaks, fix it before submitting.
Check compliance. Remove any pricing, promotional language, warranty claims, hyperlinks, QR codes, or direct competitor comparisons. Substantiate any awards or endorsements with proof.
Submit through A+ Content Manager. Amazon reviews submissions for compliance. Approval usually takes 7 business days, though it can be faster.
Apply the content to ASINs. You can use the same A+ Content across multiple ASINs in the same product family.
If your submission is rejected, Amazon will flag the issue. Common rejection triggers: prohibited claims, unsubstantiated comparisons, poor image quality, or non-compliant formatting.
Shoppers scan. They do not read paragraphs of marketing copy on a product page.
Use images to show:
Keep text short. One or two sentences per module. If you need more explanation, break it across multiple modules.
Amazon’s mobile traffic is high. If your A+ Content is not readable on a phone, it’s not working.
Mobile-first rules:
Comparison charts are one of the highest-value modules.
They do more than upsell. They keep uncertain shoppers from leaving your listing to compare against competitors.
Good comparison chart uses:
Bad comparison chart uses:
If your reviews and Q&A show recurring objections, your A+ Content should answer them.
Examples:
“Is this the right size?” Show dimension callouts, comparison to familiar objects, or fit guidance.
“Will this work with my setup?” Show compatibility specs or visual confirmation.
“What’s included in the box?” Show what’s-in-the-box module with labeled components.
“Is the material actually good quality?” Explain sourcing, construction, or testing standards with visuals.
“How do I use this?” Show step-by-step visuals or use-case scenarios.
The goal: answer the question before the shopper leaves the page to find the answer somewhere else.
Amazon provides default templates. Most sellers use them. That means most A+ Content looks the same.
If your A+ reads like a product spec sheet with stock photography, it’s not differentiated. Build custom layouts that reflect your brand identity and positioning.
Shoppers will not read paragraph blocks on a product page.
If your A+ Content has more than two sentences per module, you’re writing too much. Cut the copy. Show the benefit visually. Use callouts and labels instead of prose.
Text that looks fine on desktop often becomes unreadable on mobile.
Before submitting, preview on mobile. If the text is too small, the image is cropped badly, or the layout breaks, redesign it.
A+ Content will not save a product that has no traffic or no clear positioning.
If the ASIN gets fewer than 50 sessions per week, invest in ads, keyword optimization, or better main images first. A+ works when there’s already traffic to convert.
Strong A+ Content usually includes:
Weak A+ Content usually has:
A good comparison chart keeps the shopper inside your brand by showing which SKU fits their need.
Example structure:
This redirects uncertain shoppers to a better-fit product instead of losing them to a competitor listing.
Brand Story should focus on:
Product-level A+ Content should focus on:
Do not put product-specific details in Brand Story. Do not put brand-mission statements in product-level A+ modules.
A+ Content is indexed by Amazon’s search algorithm, so the text in your modules can contribute to keyword relevance. But A+ Content does not directly improve organic ranking.
The bigger SEO benefit is indirect: better conversion reduces bounce and improves session quality, which can positively influence ranking over time.
Yes. Amazon reports that well-executed Basic A+ Content can increase sales by up to 8%, and well-executed Premium A+ Content can increase sales by up to 20%.
The conversion lift depends on execution. Generic templates will not move the needle. A+ Content built from shopper research, with clear benefits and objection handling, will.
Amazon typically reviews A+ Content submissions within 7 business days. Approval can be faster if the content is straightforward and compliant.
Rejections are common. If your submission is rejected, Amazon will flag the specific issue. Fix it and resubmit.
Common rejection reasons:
Before submitting, review Amazon’s A+ Content guidelines and run a compliance check.
At SupplyKick, we work with brands to build A+ Content that starts with shopper research, not templates. We analyze reviews, Q&A, competitor PDPs, and conversion data to identify what actually reduces friction and improves add-to-cart.
If you want A+ Content that converts, not just A+ Content that exists, connect with our team.
For more Amazon marketplace strategies, read our Amazon Marketing Playbook.
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