/Logos/SupplyKick_Logo.svg "SupplyKick_Logo"){kind=logo}
A+ Content (formerly Enhanced Brand Content) sits below the bullet points on an Amazon product detail page. Done well, it clarifies what the product is, shows why it is different, and resolves purchase anxiety before the shopper bounces. Done poorly, it wastes space with generic claims and text-heavy images that fail on mobile.
Most A+ Content on Amazon uses the default modules: a few image slots, a few text boxes, no custom design. That approach delivers modest results. Amazon states that Basic A+ Content can increase sales by up to 8% when implemented. That is worth doing, but it is not hard to do better.
Brands that treat A+ Content as a conversion and clarity system, not just a design canvas, see stronger lift. Well-implemented Premium A+ Content can increase sales by up to 20%, according to Amazon's own benchmarks. The difference is not prettier images. It is sharper communication, better objection handling, and smarter use of comparison charts and interactive modules.
This guide explains what A+ Content is now, then delivers nine design principles that make it work harder.
A+ Content is the enhanced product description area on the Amazon detail page. It appears below the bullet points and above customer reviews. Sellers use it to show product features, answer questions, explain benefits visually, and keep shoppers inside the brand portfolio.
Amazon offers three types:
Available to all Brand Registry participants at no cost. Includes standard modules such as image + text, comparison charts, and product showcases. Basic A+ is enough for most brands.
A separate "From the brand" area that appears above the bullets on desktop and in a dedicated tab on mobile. It connects the single product to the broader brand mission and product family.
Adds interactive modules such as video, hover hotspots, carousels, and Q&A blocks. Requires approval and is typically reserved for brands with strong performance history.
All three types can be tested using Amazon's Manage Your Experiments tool, which measures performance against metrics such as conversion rate, units sold, and sales.
For a deeper walkthrough of A+ Content setup and strategy, see our complete A+ Content guide.
A+ Content modules sit in the middle of the page, between the bullets and the review section. Brand Story appears near the top, in the "From the brand" block. Premium modules can include video at the top of the page or interactive elements throughout the A+ section.
Shoppers see A+ Content after reading the title and bullets. That means the content should reinforce or expand on what the bullets already said, not repeat them verbatim. Use A+ Content to clarify, not to echo.
A+ Content does three things:
It reduces confusion. Shoppers who understand the product faster are more likely to buy.
It answers objections before the shopper leaves. Every product has a reason someone hesitates. A+ Content can surface that reason and resolve it.
It keeps uncertain shoppers inside the brand portfolio. Comparison charts and product showcases redirect shoppers to better-fit alternatives instead of letting them leave for a competitor.
When A+ Content is built around those goals, it stops being a nice-to-have and starts driving measurable lift.
Start with the features or benefits that matter most to the purchase decision. Do not bury the lead in module three.
If the product solves a specific problem, show that problem and the solution in the first module. If the product has a technical advantage, make that advantage visible immediately.
Shoppers scroll fast. If the first A+ module does not clarify why the product is worth considering, the rest of the content will not get read.
A power tool brand leads with torque specs, battery life, and compatibility. Those are the three things a buyer checks before adding to cart. Everything else (brand history, awards, warranty) comes later.
Long blocks of unformatted text do not get read. Break copy into short phrases. Use bold headings. Pair text with images that reinforce the point.
If a module requires more than two sentences of explanation, the design is too complicated.
Visual hierarchy means the most important information stands out first. Use size, contrast, spacing, and placement to guide the shopper's eye.
A supplement brand uses large, high-contrast headings for each ingredient benefit, then adds one short sentence of explanation below. The shopper can scan the page in five seconds and still understand what the product does.
Every Amazon category is crowded. A+ Content should make it obvious why this product is different.
Do not say "premium quality" or "trusted brand." Those phrases mean nothing. Instead, show what makes the product different: specific materials, unique construction, certifications, compatibility, or design choices that competitors do not offer.
If the differentiation is not visible or provable, it is not strong enough to include.
A cookware brand shows that its handles stay cool during cooking because of a specific thermal barrier design. That is a real differentiator. Saying "ergonomic handles" is not.
Every product has a reason someone hesitates. Maybe it is compatibility. Maybe it is size. Maybe it is durability or safety or setup complexity.
Use A+ Content to surface those objections and resolve them with proof. Include dimension diagrams, compatibility charts, certifications, care instructions, or use-case visuals.
Read the product's reviews and questions. The recurring concerns show up fast. Build A+ modules that answer those concerns before the shopper has to ask.
A mattress topper gets questions about thickness and whether it will fit deep-pocket sheets. The A+ Content includes a dimension callout and a compatibility note for standard sheet sizes. That reduces returns and improves conversion.
Over half of Amazon traffic comes from mobile. If the A+ Content is not readable on a phone, it does not work.
Avoid text-heavy image compositions. Keep font sizes large. Use Amazon's responsive modules (three images across, four callouts, text + image layouts) so the content reflows on smaller screens.
Preview every module on mobile before submission. If the text is too small or the layout breaks, redesign it.
A brand uses large icons with one-word labels instead of paragraph-style callouts. On mobile, the icons stack vertically and stay readable. Text-heavy images would have failed.
Comparison charts are one of the strongest A+ modules because they let uncertain shoppers find a better-fit product without leaving the brand.
Use comparison charts to show differences across the product line: size, capacity, features, use case. Make it easy for the shopper to click through to the right ASIN.
Comparison charts also work for cross-sell. If someone is viewing a base model, the chart can surface premium alternatives or accessory bundles.
A luggage brand shows four sizes with capacity, weight, and dimension specs side by side. A shopper viewing the medium size realizes the large fits their needs better and clicks through. The brand keeps the sale.
Shoppers do not read A+ Content line by line. They scan for the information they need, then decide.
Use repetition and rhythm to make scanning easier. Four callouts in a row. Three benefit blocks with consistent formatting. A before/after visual pair.
When modules follow a predictable pattern, the shopper can process information faster.
A skincare brand uses four modules with identical layouts: ingredient name, benefit, proof point. The shopper scans all four in seconds because the structure is consistent.
Amazon has a trust problem. Shoppers assume most products are low-quality knockoffs until proven otherwise.
Use A+ Content to show legitimacy: certifications (UL, FDA, USDA Organic), awards, manufacturing standards, testing results, or brand history.
Do not invent proof. If the product has certifications, show them. If it does not, skip this module.
A children's toy brand includes safety certifications (ASTM, CPSIA) and a note that the product is phthalate-free and BPA-free. Parents trust the brand faster.
A+ Content should feel like it belongs to the same brand as the main images, the bullets, and the storefront.
Use the brand's colors, typography, and photography style. Do not design A+ Content in isolation from the rest of the listing.
Consistency builds recognition. When a shopper sees the same visual language across the catalog, the brand feels more credible.
A food brand uses the same color palette, badge style, and typography in A+ Content that appears on the product packaging and the brand's website. The listing feels cohesive instead of pieced together.
Long paragraphs do not get read. If a module requires scrolling or squinting, it is too text-heavy. Cut copy down to the shortest version that still makes the point. Use headings and bullet points instead of prose.
When every element on the page has the same visual weight, nothing stands out. Shoppers do not know where to look first. Use size, contrast, and spacing to create hierarchy. Make the most important information larger and bolder.
A+ Content that looks good on desktop but fails on mobile wastes half the traffic. Always preview on mobile. If the text is unreadable or the layout breaks, redesign it.
Phrases like "premium quality" or "best-in-class" mean nothing without proof. If a claim cannot be backed up with a spec, certification, or visible design feature, cut it.
Many brands use A+ Content to talk about what they want to say instead of what the shopper needs to know. Read the product's questions and reviews. Use A+ Content to answer the recurring concerns.
Not every ASIN needs custom A+ Content. Focus on:
High-Traffic ASINs. Products that already get organic or paid traffic are the best candidates for A+ refresh. Better merchandising on high-traffic listings compounds existing demand.
Products with Differentiation That Is Hard to Explain in Bullets Alone. If the product's advantage is technical, visual, or comparison-driven, A+ Content can clarify it faster than text bullets.
Listings with Recurring Shopper Questions or Return Reasons. Read the questions and reviews. If the same confusion or objection appears repeatedly, A+ Content can resolve it upfront.
A+ Content is primarily a conversion tool, not an SEO tool. Amazon's public messaging emphasizes sales lift, trust, and clarity. Some operators believe that richer content and image alt text contribute to discoverability, but Amazon has not confirmed that A+ Content directly affects ranking. The safer bet is to treat A+ Content as a way to improve conversion on traffic you already have, not as a ranking factor.
Enough to clarify the product and answer objections. Do not add modules just to fill space. Most strong A+ layouts use 3–5 modules. More than that risks overwhelming the shopper.
Amazon rejects A+ Content for: claims that cannot be substantiated (superlatives, unsupported health claims), comparative language that names competitors, time-sensitive promotions or pricing references, poor image quality or excessive text in images, and content that duplicates the bullets verbatim. Read Amazon's A+ Content policy before submission. Most rejections are avoidable.
Use Amazon's Manage Your Experiments tool to test A+ variants against performance metrics such as conversion rate, units sold, and sales. Compare before/after performance on the same ASIN. Track changes in conversion rate, return rate, and question volume. If A+ Content is working, shoppers should understand the product faster and hesitate less.
SupplyKick's design team builds A+ Content around conversion clarity, not filler modules. Connect with our team to discuss your catalog.
Connect with Our Team
Sign up to receive our newsletter for growth strategies, important updates, inventory and policy changes, and best practices.
/Logos/SupplyKick/SupplyKick-Logo_White.svg "SupplyKick-Logo_White"){kind=logo}