Amazon A+ Content: What It Is and How to Use It

Amazon A+ Content is the enhanced section of a product page — images, text blocks, comparison charts and brand story modules — that replaces the plain product description. It is available free to brand owners enrolled in Amazon Brand Registry, at the time of writing (October 2026). Its job is conversion: answering the questions a shopper still has after reading the title and bullets, in a format that works on a phone.

A+ is one part of a listing; the Amazon listing optimisation guide covers titles, bullets, backend terms and images, which matter first.

Who can use Amazon A+ Content?

• Brand owners in Brand Registry — the main route. Brand Registry needs a registered or pending trademark from an eligible trademark office.
• Authorised agents the brand has added in Brand Registry with the right role.
• Vendors selling to Amazon directly have their own version.

Resellers of other brands' products cannot add or edit A+ on those products.

Basic A+ vs Premium A+

Amazon has changed Premium A+ eligibility more than once. Seller forum guidance from Amazon has described criteria such as a published Brand Story on brand ASINs and a number of approved A+ projects within the last year. Check A+ Content Manager in Seller Central, which shows whether your brand is eligible.

Brand Story is a separate carousel that sits above A+ and introduces the brand across all its products. It is worth setting up once, early, because it applies to every ASIN in the brand.

What A+ Content should do

Shoppers who scroll past the bullets are still deciding. A+ should answer what is stopping them:

1. Show the product in use. Lifestyle images that show scale, context and who it is for.
2. Answer the common questions visually. Size, compatibility, what is in the box, how it works. The questions in your customer messages and in competitors' reviews are your brief — see improving product descriptions for how to find them.
3. Compare your own products. The comparison chart module lets you show your range side by side, which keeps shoppers in your brand instead of sending them back to search results.
4. Explain what is genuinely different. Materials, construction, design — specific and checkable, not adjectives.

A good A+ page structure

For a typical single product:

1. Hero image with a short headline stating what the product is and who it is for
2. Three or four feature modules, each one image and two or three lines of text
3. A "what is included" or dimensions module
4. A use or care module if the product needs explaining
5. Comparison chart with your related products

Most shoppers will view this on a phone, where modules stack vertically and small text becomes unreadable. Put words in the text fields where possible rather than baking them into images, keep any text on images large, and preview on mobile before submitting.

Amazon A+ content rules that cause rejections

A+ is reviewed before it goes live, and rejections are common. At the time of writing, Amazon's A+ guidelines prohibit, among other things:

• Pricing or promotional language — "best price", "sale", "free delivery", discounts
• Customer reviews, ratings or quotes from reviews
• Time-sensitive claims — "new for this season", "limited time"
• Guarantees and warranty claims — "satisfaction guaranteed", "lifetime warranty"
• Unsubstantiated superlatives — "best-selling", "number one", "top rated"
• Contact details, links or references to other websites
• Shipping information
• Claims about competitors or comparisons with other brands' products
• Low-quality images, or images with watermarks or excessive text
• Medical or health claims that are not permitted for the product

The full list is in A+ Content Manager's guidelines in Seller Central, and it is worth reading once in full — most rejections are for claims that would be ordinary on your own website.

Measuring whether A+ is working

Conversion is the measure, and it is noisy. Ways to judge it:

• Compare conversion rate in Business Reports before and after A+ goes live, over several weeks, and note anything else that changed — price, ads, season.
• Use Manage Your Experiments in Seller Central where eligible. It lets brand owners A/B test A+ versions on eligible ASINs, splitting traffic and reporting which performs better.
• Watch returns and messages. Good A+ answers questions, so pre-sale messages and "not as described" returns should fall.

A+ and advertising

A+ improves the page that PPC sends traffic to. Better conversion means each paid click is worth more, which supports higher bids at the same ACoS. If you are planning a launch with advertising, finish A+ first — the Amazon PPC guide explains why conversion rate sits inside every bid calculation.

Planning A+ for a product range

For a brand with more than a few products, building A+ one ASIN at a time leads to inconsistent pages and a lot of repeated work. A better order:

1. Set up Brand Story first. It applies across every ASIN in the brand and only needs doing once.
2. Design a template — module order, image style, font sizes, colour — and reuse it.
3. Write one comparison chart per product family, so every product in the family links to its siblings.
4. Start with the best sellers. A+ on a product that gets traffic pays back sooner than A+ on the long tail.
5. Batch the photography. Lifestyle and detail shots for several products in one session cost far less than piecemeal shoots.
6. Keep a copy of every submission with the date, so you can track what was live when conversion changed.

A worked example (hypothetical product)

Take a stainless steel water bottle in three sizes. The bullets cover capacity, insulation time and materials. A+ might then:

• Hero module: the bottle on a hiking trail, headline "Keeps drinks cold through a full day out".
• Feature modules: the lid mechanism close up, the bottle fitting a car cup holder and a bike cage, the cleaning process.
• Dimensions module: all three sizes side by side next to a phone for scale.
• Comparison chart: the three sizes plus the brand's two other bottle styles, comparing capacity, weight, height and cup-holder fit.

Every module answers something a buyer would otherwise ask, or return the product over. That is the test for anything you put in A+.

Common A+ mistakes

• Repeating the bullets in bigger fonts
• All images, no text fields, which leaves little for accessibility and mobile readability
• Text-heavy images that are unreadable on a phone
• Using the same A+ across very different products
• Never updating it after product changes, which turns A+ into a source of "not as described" returns

If you also sell outside Amazon, the same discipline applies to eBay descriptions — the eBay listing optimisation guide covers how conversion feeds visibility there.

A+ planning and copy is part of my Amazon seller support at Growth level and above, alongside Brand Registry setup for brands that have not yet enrolled.