Amazon A+ Content – Your Guide To Creating Compelling Content


Are you tired of bland Amazon product listings failing to grab attention?

In today’s competitive online marketplace, standing out is crucial.

Amazon A+ Content tries to solve the same challenge for sellers by helping them craft engaging product copy that stands out.

In this blog, we will discuss what Amazon A+ Content is, why it matters, and how you can create A+ content for your product listing.

What is Amazon A+ Content?

Amazon A+ Content, previously known as Enhanced Brand Content, enables sellers—particularly brand-registered third-party sellers and all vendors—to create in-depth and engaging product descriptions that surpass the constraints of the standard format.

While standard listings are confined to text descriptions with a character limit, A+ Content allows you to integrate a variety of elements to bring your product to life. You can craft a narrative using high-quality images, encompassing lifestyle shots that depict the product in use, detailed close-ups to highlight features, and even videos that provide a more interactive experience for potential buyers.

Types of A+ Content

As of now, Amazon offers three different types of A+ content, each offering different flexibility on the kinds of interactive elements you can add to your listing. Let’s discuss each of them in detail.


Basic A+ Content is the entry point, available to all brand-registered sellers on Amazon. It allows you to add text and image modules to your product listings, enriching the standard product description with richer details.

While Basic A+ Content lacks the advanced features of higher tiers, it offers a significant advantage over standard listings.

Brand Story

The Brand Story A+ Content takes your product presentation a step beyond by letting you build a personal connection with potential customers. Instead of just focusing on product features, this tier enables you to share the story behind your brand, its values, and mission.

By doing so, you aim to create a connection with customers who share similar beliefs. Additionally, you have the opportunity to highlight your brand’s journey, heritage, and any earned awards or certifications. This not only builds trust but also positions your brand as a leader in its category.

Moreover, Brand Story A+ Content allows you to add short video clips, providing a dynamic way to showcase product functionalities or share the brand story.

Premium A+

Premium A+ Content also referred to as A++, introduces advanced features for a greater level of control and customization. This tier is designed to meet the needs of brands aiming for maximum flexibility.

With Premium A+ Content, you can add carousels, text overlays, and before-and-after images, enhancing the interactive nature of your product presentation. This enables customers to explore product features and benefits more engagingly.

One standout feature is the capability to create enhanced comparison charts to compare similar products on Amazon. This empowers shoppers to make well-informed decisions by highlighting your product’s unique strengths and value proposition.

Furthermore, Premium A+ Content enables you to showcase high-resolution product images that occupy a larger portion of the product page, offering a more immersive experience and ensuring clear visibility of intricate product details.

Benefits of A+ Content

Here are some of the most important benefits of using A+ content for your products:

1. Increase Conversion rate

A+ content on Amazon provides a more comprehensive and detailed presentation of your product, helping potential buyers make informed decisions.

When customers have a clearer understanding of what they’re purchasing, they are more likely to convert from browsing to buying. This additional information, such as detailed product features and benefits, can instill confidence in the customer, ultimately boosting your conversion rate.

2. Reduce Returns and Negative Reviews

By offering detailed A+ content, you help set accurate expectations for your product. When customers know exactly what to expect, there’s less room for disappointment upon receiving the item.

This transparency can lead to fewer returns and, in turn, fewer negative reviews. When customers are satisfied with their purchase, they are less likely to express dissatisfaction through returns or negative feedback.

3. Share Brand Story

A+ content allows you to share your brand story in a compelling way. Through engaging visuals and well-crafted narratives, you can connect with customers on a personal level.

By communicating the values and ethos behind your brand, you build a stronger relationship with customers who resonate with your story.

4. Stand Out from the Crowd

With the vast number of products available on Amazon, standing out is crucial. A+ content provides you with the opportunity to differentiate your product from competitors.

By showcasing unique features, benefits, and use cases, you capture the attention of potential buyers. Clear and visually appealing content can make your product memorable and distinct, increasing the likelihood of customers choosing your offering over others.

5. Improved Search Ranking

Amazon’s search algorithm takes various factors into account when determining search rankings, and A+ content can positively influence this. When your product listing includes detailed and relevant content, it becomes more likely to match user queries.

Additionally, improved conversion rates resulting from informative content can indirectly boost your search ranking. As Amazon aims to prioritize products that are more likely to sell, a higher conversion rate can contribute to better visibility in search results.

Eligibility Criteria for A+ Content

A+ Content eligibility is straightforward, ensuring that sellers can enhance their product pages with additional visual and informative elements. To qualify for A+ Content, you must meet certain criteria:

  1. Amazon Brand Registry: You need to be enrolled in the Amazon Brand Registry, which is a program that helps protect your brand and intellectual property on Amazon.
  2. Professional Seller Account: A Professional Seller Account is required. This means you should be a serious seller on Amazon, committed to providing quality products and services.
  3. Eligible Products: A+ Content is available for eligible ASINs (Amazon Standard Identification Number). Your product should be in one of the categories where A+ Content is supported.
  4. Compliance with Amazon Policies: Ensure that your products and content adhere to Amazon’s policies. This includes rules related to product images, text content, and any other guidelines provided by Amazon.
  5. Follow Content Guidelines: Your A+ Content must comply with Amazon’s content guidelines. This means no offensive material, misleading information, or content that violates intellectual property rights.

How do you Create A+ Content on Amazon?

Creating A+ content is quite simple because Amazon guides you on every step so your products will have unbeatable A+ content. Follow the below step-by-step guide to create A+ content on Amazon.

Step 1 – Access your Seller Central account and navigate to Advertising > A+ Content Manager.

Amazon a+ content access

Step 2 – Click on the ‘Start creating A+ content’ button located at the top right corner of the page.

Amazon a+ content create button

Step 3 – Choose the type of A+ Content you wish to create based on your product and branding needs.

Amazon a+ content type

Step 5 – You will get the option to choose the module you wish to add to your content. Depending on the one or more modules you select, you can input relevant information about your product or brand into the designated sections of the layout.

Amazon a+ content modile info

Step 6 – Now search and select the ASINs to which you want to link with the A+ content. You can utilize the “bulk upload feature” if you prefer to link the content with multiple ASINs.

Amazon a+ content aisn

Step 7 – Now, click on the “Review and submit” button to send your A+ content to Amazon for review.

Step 8 – Amazon will assess your A+ content to ensure it complies with their guidelines. If approved, your content will start appearing on your product pages.

Tips to Create Compelling Amazon A+ Content

  • Focus on the benefits: Highlight the unique selling points (USPs) of your product and how it benefits the customer. Don’t just list features, explain how they solve problems or improve the customer’s life.
  • Consider using different A+ Content modules: There are various modules available, like text blocks, images, and comparison charts. Choose a mix that best showcases your product.
  • Address customer pain points: Identify common customer problems your product solves. Focus on how your product makes their life easier or better.
  • Tell your brand story: Connect with customers by showcasing your brand’s values and mission. Why does your product exist? What makes your brand unique?
  • Follow Amazon’s guidelines: Amazon has specific guidelines for A+ Content. Make sure your content adheres to them to avoid delays or rejection.
  • Optimize for mobile: Most Amazon browsing happens on phones, so ensure your A+ Content looks good and functions well on smaller screens.

Testing Amazon A+ Content

You’ve created engaging A+ content to enhance your product listing, but how can you assess its impact? Here’s a simple approach to measure its influence on sales and advertising:

1. Conversion Rate

Conversion rate, the golden metric of e-commerce, reflects the percentage of visitors to your product page who make a purchase. A+ content aims to simplify the buying journey by addressing customer pain points, showcasing real-life experiences (customer stories!), and highlighting your brand’s mission. These elements should ultimately nudge visitors towards that coveted “Add to Cart” click.

Therefore, monitor your conversion rate and overall unit session percentage (the percentage of sessions resulting in a unit sale) after implementing your new A+ content. A significant improvement suggests your content is effectively converting browsers into buyers.

2. A/B Testing: Optimizing for Peak Performance

Amazon’s Manage Your Experiments tool unlocks the power of A/B testing for various product page elements, including A+ content. This allows you to create different versions of your A+ content, each emphasizing specific modules, interactive features, images, or messaging.

By pitting these variations against each other, you can identify the version that drives the most conversions.

A+ content AB testing in Amazon

Final Thought on A+ Content

So, there you have it! A+ Content explained in simple terms. We hope you now understand what it is, why it’s essential, and how to create your own to make your product listings shine. Remember, A+ Content is like having a fancy brochure or a mini website on your product listing, giving you more space to tell your product’s story and convince potential customers to choose yours.

It might seem like a lot, but don’t worry! Start small with high-quality images and a few clear points about your product. As you get comfortable, you can explore different modules and experiment to see what works best. The most important thing is to get started and showcase your products in the best light possible.

Grow your business on Amazon with Adbrew

Adbrew's Amazon PPC Optimisation Platform is being leveraged by 1000+ brands, sellers and agencies to optimise millions of ad-spend every month.

All Marketplaces Supported

24x7 Support

Expert Consultation