Amazon A+ Content is the enhanced description section that brand owners can add to product detail pages, replacing plain text with images, comparison charts and structured text modules. To use it, enrol your brand in Amazon Brand Registry, open A+ Content Manager in Seller Central (Advertising menu), choose Basic or Premium A+, build modules, apply the content to ASINs and submit it for review.
Who can use A+ Content?
A+ Content is available to sellers who are approved brand owners in Amazon Brand Registry, and to vendors through Vendor Central. Sellers using a brand they do not own cannot create it for that brand. Once enrolled, A+ Content is free to publish for Basic A+ in most marketplaces.
Premium A+ adds larger, more interactive modules. Eligibility has historically depended on having a published Brand Story on all ASINs in the brand catalogue and a record of approved A+ projects. Check the current criteria in A+ Content Manager, because Amazon has changed them over time.
Step 1: plan before opening the builder
Good A+ Content answers the questions shoppers ask before buying. Gather them first.
- Read the product’s reviews and customer questions, and those of two or three competitors.
- List the top five objections or doubts: size, compatibility, materials, use, care.
- Note the features that differentiate your product, with proof such as certifications.
- Decide which other products in your range to cross-sell in a comparison chart.
Write the content in a simple document before designing images. It is much faster to fix the message in text than in finished graphics.
Step 2: open A+ Content Manager
In Seller Central, go to Advertising, then A+ Content Manager, and choose Start creating A+ content. Pick Enhanced Product Description for standard A+ or Premium A+ if eligible. You will also see the option to create a Brand Story, which appears as a carousel above A+ Content and is shared across ASINs.
Give the project a clear internal name, such as ‘Kettle-1.7L-Steel-v2’, and choose the language for the marketplace.
Step 3: which modules should you choose?
Basic A+ allows up to five modules per page; Premium A+ allows more. Modules include image and text combinations, multiple-image layouts, single image with sidebar, technical specifications and comparison charts. A structure that works for many products:
- Module 1: a full-width banner image showing the product in use, with a short headline about the main benefit.
- Module 2: three or four images with short text, each covering a key feature.
- Module 3: an image with detailed text addressing the top objection, such as size or compatibility.
- Module 4: technical specifications or a what’s-in-the-box view.
- Module 5: a comparison chart with up to six of your own products, linking shoppers to related ASINs.
For example, a brand selling stainless steel kettles might use the comparison chart to show capacity, material, boil time and temperature settings across its four models, helping shoppers choose rather than leave.
Step 4: prepare images to specification
Each module lists the required image dimensions in the builder, such as 970 x 600 pixels for the standard header image module and 970 x 300 for the large banner. Prepare images at exactly those sizes to avoid cropping, save them as JPG or PNG within the stated file size limit, and add alt text (keywords) for each image as the builder allows.
- Make text inside images large enough to read on a phone; most shoppers view on mobile.
- Avoid repeating the main listing images; A+ should add new information.
- Keep brand colours and fonts consistent across modules.
- Do not place pricing, shipping promises, reviews or time-limited offers in images; these break A+ guidelines.
Step 5: write text that follows the guidelines
Amazon rejects A+ Content that breaks its guidelines. Common reasons include claims such as ‘best seller’ or ‘number one’, comparisons with other brands, warranty or guarantee claims that are not allowed, references to pricing or promotions, contact details and links to external sites. Keep text factual and specific, and check spelling, because typos are a frequent rejection reason.
Step 6: apply to ASINs and submit
In the Apply ASINs step, add the products the content belongs to. Variations in the same family can share A+ Content if the content suits all of them. Preview both desktop and mobile views, then submit for approval. Review usually takes up to seven business days, and Amazon will list reasons if the content is rejected so you can fix and resubmit.
How do you measure whether A+ Content works?
Amazon has offered A+ Content analytics and A/B testing through Manage Your Experiments in Brand Registry. Use them together.
- Manage Your Experiments: test two versions of A+ Content on eligible ASINs with enough traffic and let Amazon split visitors between them.
- Business Reports: compare unit session percentage (conversion rate) before and after publishing, adjusting for seasonality and price changes.
- A+ Content analytics where available, showing views and conversion indicators for ASINs with A+.
Run experiments for the full recommended period. Ending a test early because one version looks ahead after a few days often picks the wrong winner.
Iterate rather than replace
Treat A+ Content as a living page. After a test, keep the winning version, change one module and test again. Over a few cycles you build a page shaped by evidence rather than by the first design idea.
Common A+ Content mistakes
- Using images designed for desktop with small, unreadable text.
- Repeating the bullet points word for word.
- Leaving out the comparison chart, missing an easy cross-sell.
- Adding claims that trigger rejection and delay publication.
- Applying one generic A+ page to very different products.
Brand Story and A+ work together
The Brand Story carousel sits above A+ Content and appears on every ASIN it is applied to. Use it for what is true of the whole brand: origin, values, product families and links to your Store. Keep A+ Content for what is specific to the product. Splitting the two this way avoids repeating the same brand message twice on one page and leaves more A+ modules for product detail. A Brand Story with cards linking to category pages in your Amazon Store also gives shoppers a route to the rest of your range without leaving your brand.
Where to start this week
Choose your highest-traffic ASIN without A+ Content, or the one with the weakest conversion rate. Read its last 50 reviews and customer questions, write the top five doubts in a document and draft five modules that answer them. Publish, then set up a Manage Your Experiments test once you have a second version. That is how to use Amazon A+ Content as a measurable sales tool rather than decoration.
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