Amazon A+ Content gives brands more space to explain a product after the shopper reaches the product detail page.
Instead of relying only on the title, bullets and standard description, eligible brands can use enhanced images, customized text, comparison charts and other modules to explain the product and brand.
Amazon describes A+ Content as a tool for helping shoppers make more informed purchase decisions, build brand awareness and improve product listings. Amazon currently says Basic A+ Content can increase sales by up to 8%, while well-implemented Premium A+ Content can increase sales by up to 20%, based on Amazon’s internal data. Amazon A+ Content
Those figures are not a guarantee for an individual ASIN.
The bigger opportunity is understanding what your A+ Content should actually accomplish.
A product page should not have A+ Content simply because the space is available.
It should use that space to answer questions, explain differences, demonstrate the product and reduce purchase hesitation.
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Not sure whether your Amazon A+ Content is helping your product page convert?
Alisterr can review your A+ Content, product images, listing copy and product positioning to identify what can be improved.
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Table of Contents
- What Is Amazon A+ Content?
- Who Can Use Amazon A+ Content?
- Basic A+ Content vs Premium A+ Content
- What Should Amazon A+ Content Do?
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- Explain the Product More Clearly
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- Show the Product in Use
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- Explain the Benefits
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- Compare Products or Variants
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- Answer Purchase Questions
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- Strengthen Brand Trust
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- Use A+ Content to Address Customer Objections
- What Makes Amazon A+ Content Weak?
- How to Structure an Amazon A+ Content Page
- Amazon A+ Content and Conversion
- Should Every ASIN Have A+ Content?
- How to Audit Existing Amazon A+ Content
- Test Your A+ Content Instead of Guessing
- Frequently Asked Questions
- Get Help With Amazon A+ Content
What Is Amazon A+ Content?
Amazon A+ Content is a set of enhanced content tools that lets eligible brands add richer visual and written information to Amazon product detail pages.
Amazon’s current A+ Content offering includes features such as:
- Enhanced images
- Customized text placements
- Product comparison charts
- Video
- Interactive hotspots
- Image and video carousels
- Q&A modules
- Shoppable content
The exact features available depend on the type of A+ Content being used. Amazon currently distinguishes between Basic A+ Content and Premium A+ Content.
The purpose is not simply to make a product page look better.
A+ Content should help the shopper understand:
What is this product?
Why does it matter?
How does it work?
What makes it different?
Why should I choose it?
Who Can Use Amazon A+ Content?
A+ Content is part of Amazon’s brand-building tools, and access is tied to eligibility requirements.
Amazon connects A+ Content with Brand Registry and describes it as one of the tools available to enrolled brands for improving product listings. Amazon Brand Registry
Amazon’s current A+ Content page also provides access through the A+ Content Manager for eligible sellers and brands.
Because Amazon’s eligibility requirements and available modules can change, check the A+ Content Manager in Seller Central rather than relying on an old eligibility checklist.
Basic A+ Content vs Premium A+ Content
Amazon currently offers different levels of A+ Content.
Basic A+ Content
Basic A+ Content can use elements such as:
- Enhanced images
- Customized text
- Product comparison charts
- Brand-focused content
It is useful for expanding the product information that cannot fit naturally into the standard product description.
Premium A+ Content
Premium A+ Content provides more advanced modules.
Amazon currently lists features including:
- Larger images
- Video
- Interactive hotspots
- Image carousels
- Q&A modules
- Enhanced comparative tables
- Shoppable content
The important point is not that Premium automatically makes a listing better.
A poorly planned Premium A+ page can still be less useful than a well-structured Basic A+ page.
The content has to solve a customer problem.
What Should Amazon A+ Content Do?
A+ Content should add information rather than simply repeat what the shopper has already read.
Think of the product page as a sequence.
Standard listing content
What is the product?
Product images
What does it look like?
Bullets
What are the key features?
A+ Content
Why should I choose this product, how does it work and what makes it different?
That means the best A+ Content often focuses on information that requires more visual explanation.
1. Explain the Product More Clearly
Some products are easy to understand from one image.
Others are not.
For a technical, premium or multi-feature product, A+ Content can explain information that would otherwise make the product page feel crowded.
For example, you could use A+ modules to explain:
- How the product works
- Different components
- Product specifications
- Installation
- Use cases
- Key benefits
- Important differences
The goal is clarity.
A shopper should not have to read every sentence three times to understand what they’re buying.
2. Show the Product in Use
Product photography shows what something looks like.
Lifestyle imagery can show how it fits into the customer’s life.
Instead of showing only:
Product
show:
Product + Situation + Outcome
For example:
A kitchen product can be shown being used while preparing food.
A travel product can be shown packed and in use.
A fitness product can be shown during the actual activity it was designed for.
The image should reinforce the product’s intended use rather than simply decorate the page.
3. Explain the Benefits
A+ Content should not become a longer list of features.
The stronger approach is to connect:
Feature → Benefit → Customer outcome
For example:
Feature: Double-wall insulation
Benefit: Helps maintain temperature longer
Customer outcome: Drinks stay hot or cold during longer commutes
This gives the shopper a reason to care about the feature.
Do this for the features that actually influence the purchase decision.
Not every specification deserves an entire module.
4. Compare Products or Variants
Comparison charts can be particularly useful when a brand sells multiple similar products.
For example:
| Feature | Product A | Product B | Product C |
|---|---|---|---|
| Capacity | 500 ml | 750 ml | 1 L |
| Material | Stainless steel | Stainless steel | Glass |
| Insulated | Yes | Yes | No |
| Ideal for | Daily use | Travel | Home use |
The purpose is to help the customer choose.
A comparison chart should not simply push every shopper toward the most expensive product.
It should make the differences understandable.
Amazon specifically includes product-comparison charts among its A+ Content capabilities.
5. Answer Purchase Questions
Good A+ Content often answers the questions that stop a customer from buying.
For example:
Will this fit my device?
What size should I choose?
What comes in the package?
Can I use it outdoors?
How does this model differ from the previous version?
Is this suitable for beginners?
These questions can be especially important when the product has compatibility, sizing, technical or usage considerations.
If shoppers repeatedly ask the same question in reviews or customer messages, consider whether the product page should answer it more clearly.
6. Strengthen Brand Trust
A+ Content can also introduce the brand behind the product.
Amazon describes A+ Content as a way to showcase products and share a brand’s story. Amazon A+ Content
That does not mean every A+ page needs a long company biography.
Brand content works better when it supports the buying decision.
For example:
Who makes the product?
What does the brand specialize in?
What makes its approach different?
What products are part of the same range?
For a new or less familiar brand, this can provide useful context.
7. Use A+ Content to Address Customer Objections
Your customer reviews are a useful source of information.
Read the negative reviews and look for recurring questions or misunderstandings.
Suppose customers repeatedly say:
“I expected it to be larger.”
The solution may be clearer size information.
If customers say:
“I wasn’t sure which model to choose.”
A comparison chart may help.
If customers say:
“I didn’t understand what was included.”
Use images and copy to show exactly what comes in the package.
A+ Content should therefore be based on real customer objections, not just what the brand wants to say.
What Makes Amazon A+ Content Weak?
Having A+ Content does not automatically mean having good A+ Content.
Common problems include:
Too much text
A shopper should not have to read a wall of copy inside an image.
Repeating the bullets
If A+ Content simply copies the existing product description, it adds little.
Stock-looking visuals
Generic images can make a premium product look less distinctive.
No clear hierarchy
Everything should not have equal visual importance.
Too many claims
The page should explain the product, not overwhelm the shopper with marketing language.
No comparison
For brands with multiple products, failing to explain the differences can leave shoppers uncertain.
No customer insight
If the same questions appear repeatedly in reviews but the A+ page never addresses them, an opportunity has been missed.
Focusing on the brand instead of the product
Customers generally need to understand the product first.
The brand story should support that decision rather than replacing it.
How to Structure an Amazon A+ Content Page
There is no single structure that works for every product.
But a useful framework is:
Module 1: Core product promise
Explain the product and its main customer benefit.
Module 2: Product in use
Show the product in the situation it was designed for.
Module 3: Key benefits
Explain the three or four benefits that matter most.
Module 4: Features explained
Use images and short copy to explain important features.
Module 5: Comparison
Help shoppers understand variants or related products.
Module 6: Brand context
Explain why the brand is credible or different.
Module 7: Purchase questions
Address objections, compatibility, sizing or what’s included.
The modules should work together.
They should not feel like seven separate advertisements.
Amazon A+ Content and Conversion
Amazon positions A+ Content as a tool for helping shoppers make more informed purchase decisions and says it can contribute to sales growth. Its current A+ Content page reports potential increases of up to 8% for Basic A+ Content and up to 20% for well-implemented Premium A+ Content, based on Amazon’s internal data. Amazon A+ Content
Those numbers should be treated carefully.
They do not mean:
Add A+ Content = 8% more sales.
The actual result will depend on the product, traffic, competition, existing listing quality and how useful the A+ Content is.
A strong page can help remove purchase friction.
A weak page can simply add more content.
Should Every ASIN Have A+ Content?
Not necessarily.
Priority should depend on the ASIN.
A+ Content is more valuable when:
- The product is difficult to understand
- The purchase requires comparison
- The product has several variants
- The brand needs stronger differentiation
- Customers have recurring questions
- The product has enough traffic to justify optimization
- The standard listing cannot communicate the full value clearly
A simple commodity product may need less elaborate content.
A technical, premium or highly differentiated product may benefit much more.
The goal is not:
Put A+ Content on everything.
The goal is:
Use A+ Content where additional information can improve the buying decision.
How to Audit Existing Amazon A+ Content
Start with the shopper rather than the design.
Ask:
Does the first module explain the product?
If a shopper sees only the first section, do they understand what makes the product worth considering?
Does the content add anything new?
If the A+ page repeats the bullets, it is not using the available space effectively.
Does it answer objections?
Look at reviews and customer questions.
Does it show the product in context?
Can the shopper visualize using it?
Does it explain differences?
If you have variants, can customers see which one is right for them?
Does the brand story support the purchase?
Brand information should strengthen confidence rather than distract from the product.
Does the design guide the eye?
The customer should know where to look first, second and third.
Does mobile presentation still work?
Your content needs to remain understandable when viewed on smaller screens.
Test Your A+ Content Instead of Guessing
Amazon provides Manage Your Experiments for eligible brands.
The tool allows sellers to test different versions of product-page content, including A+ Content and Brand Story, and compare how customers respond. Amazon says the goal is to use data to determine which content drives more sales. Amazon — Manage Your Experiments
This creates a better optimization process.
Instead of asking:
“Does this A+ design look better?”
you can ask:
“Does this version perform better?”
That distinction matters.
Beautiful design is useful.
Better business results are the objective.
A+ Content vs Product Images
A+ Content should not replace good product images.
They serve different purposes.
Product images
Help shoppers quickly understand:
- What the product looks like
- Size
- Shape
- Features
- Included items
- Product use
A+ Content
Can explain:
- Why the product is different
- How it works
- Benefits
- Comparisons
- Brand context
- Complex product information
The strongest product pages use both.
A+ Content vs PPC
A+ Content and PPC solve different problems.
PPC
Brings relevant shoppers to the product page.
A+ Content
Helps communicate the product after they arrive.
That is why A+ Content is particularly relevant when a product is already receiving traffic but conversion is weak.
If shoppers are clicking but not buying, review:
Traffic → Listing → A+ Content → Offer → Purchase
Do not assume the answer is always more advertising.
What Alisterr Can Improve in Your A+ Content
A+ Content should connect with the rest of the listing.
Alisterr can review:
- Product positioning
- A+ Content structure
- Images
- Copy
- Benefit hierarchy
- Product comparisons
- Brand Story
- Customer objections
- Listing consistency
- Conversion opportunities
The objective is not to create more content for the sake of creating more content.
It is to make the product page clearer, more persuasive and easier to navigate.
Frequently Asked Questions
What is Amazon A+ Content?
Amazon A+ Content is an enhanced product-detail-page content tool that allows eligible brands to use elements such as enhanced images, customized text, comparison charts and, depending on the content type, video and interactive modules. Amazon A+ Content
Is Amazon A+ Content free?
Amazon provides A+ Content as part of its seller and Brand Registry tools, but the cost of creating the content itself depends on whether a brand creates it internally or hires a professional service.
Does A+ Content increase Amazon sales?
Amazon says Basic A+ Content can increase sales by up to 8% and well-implemented Premium A+ Content by up to 20%, based on Amazon’s internal data. These are not guaranteed results for individual products. Amazon A+ Content
What is the difference between Basic and Premium A+ Content?
Basic A+ Content includes enhanced images, text placements and comparison functionality. Premium A+ Content offers additional features such as video, larger images, interactive hotspots, carousels and other advanced modules. Amazon A+ Content
Does Amazon A+ Content replace the product description?
No. A+ Content supplements the standard product detail page. It gives eligible brands additional ways to explain the product and brand.
What should I put in Amazon A+ Content?
Focus on information that helps the shopper make a decision. This can include product benefits, use cases, important features, comparisons, product differences, brand context and answers to common customer questions.
Should I put keywords in Amazon A+ Content?
A+ Content should be written primarily for the shopper. Do not turn the modules into keyword-stuffed blocks of text. Focus on accurate, useful product information and natural language.
Can I use customer reviews to improve A+ Content?
Yes. Reviews can reveal recurring questions and objections that your current product page may not answer clearly. Those insights can help determine what your A+ Content should explain.
Can I test different A+ Content versions?
Eligible sellers can use Amazon’s Manage Your Experiments tool to test different versions of A+ Content and other product-page content. Amazon — Manage Your Experiments
Do all products need Premium A+ Content?
No. Premium provides more advanced modules, but more modules do not automatically mean better conversion. The content should match the product’s complexity and the customer’s information needs.
Can Alisterr create Amazon A+ Content?
Yes. Alisterr can help with A+ Content and product images, including content structure, copy, visual direction, comparison modules and conversion-focused product-page presentation.
Request Your Free Amazon A+ Content Audit
Get Help With Amazon A+ Content
A+ Content is not just extra space underneath an Amazon listing.
Used properly, it can help explain the product, demonstrate its benefits, answer objections and make comparisons easier.
But adding modules is not the same as improving the customer experience.
The strongest A+ Content starts with the same question as the rest of the listing:
What does the shopper still need to know before buying?
Answer that clearly.
Then use the design to make the answer easy to understand.
Alisterr can audit your existing A+ Content or create conversion-focused A+ Content and product imagery for your Amazon listings.
Get a Free Amazon A+ Content Audit
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