Amazon A+ Content Guide: How to Build Listings That Convert

A practical walkthrough for brand-registered sellers, vendors, and the marketers who design their product pages.

Introduction

As an online buyer on Amazon you can’t touch the product or speak to anyone. All you have to go off is the product detail page. If this is a product page with no description but just a title, 5 bullet points and a wall of text then many shoppers will be left with questions.

The answer to this is Amazon A+ Content. This allows eligible brands to turn their wall of text into images, charts, videos and descriptive copy.

This guide goes into detail on what Amazon A+ Content is, what types there are, who uses them, how to create and plan each asset, how to stay compliant and how to know if they are working.

Key Terms You’ll See in This Guide

These words come up constantly in Amazon content work. Skim them now and come back whenever one feels unfamiliar.

Term	What it means
ASIN	Amazon Standard Identification Number, the unique ID of a product listing. A+ Content is applied to ASINs.
Brand Registry	Amazon’s program for brand owners. Enrollment is the gateway to A+ Content.
A+ Content Manager	The dashboard inside Seller Central (or Vendor Central) where A+ Content is created, previewed, submitted, and tracked.
Module	A pre-built layout block, such as image with text or a comparison chart. A+ pages are assembled from modules.
Hero banner	The large opening image at the top of an A+ page. It sets the first impression.
Hotspot	A tappable marker on a Premium A+ image that reveals a short explanation of a feature.
Alt text	A short written description of an image, used by screen readers and checked by Amazon for quality.
Comparison chart	A side-by-side table of your own products, with shoppable options in the A+ versions.
Brand Store	A multi-page storefront on Amazon where a brand showcases its full catalog.
Parent/child ASIN	A parent groups variations (sizes, colors). Each variation is a child ASIN.
Conversion rate	The share of visitors who buy. Amazon reports it as Unit Session Percentage.
A/B test	Showing two versions of a page to different shoppers to see which performs better. Amazon’s tool for this is Manage Your Experiments.
UGC	User-generated content: reviews, questions, and photos from customers.

1. What Is Amazon A+ Content?

A+ Content is an Amazon publishing feature which allows additional content to be added to your product detail page. It is displayed at the bottom of your page below the image gallery.

It has an interesting background. Initially vendors (those selling directly to Amazon) and third party sellers had two separate tools. The seller tool was known as Enhanced Brand Content. In 2019 Amazon merged the tools and now Enhanced Brand Content and A+ Content are effectively the same thing.

According to Amazon’s guidelines, using Basic A+ Content can increase sales by up to 8%, and Premium A+ Content can increase sales by up to 20% if done well. These are the maximum figures provided by Amazon. Results will vary depending on the product, traffic and how well it is done.

The benefits of A+ Content

• Show how your product is used in practice
• Answer any questions customers may have such as how to assemble, what is included and compatibility. This will reduce returns and negative reviews.
• Help build trust with a brand they may not have heard of before.
• Increase the conversion rate of your existing traffic.
• Upsell with comparison charts and links to your Brand Story.

2. The three types of A+ Content

Basic A+

This is the most basic type. You can create modules (images with text, text modules, comparison charts etc) to replace your simple description. It is free for eligible sellers and is a great place to start with most brands.

Premium A+ (often referred to as A++)

This is an upgraded version of the Basic A+ Content. It includes larger full width images, videos, interactive hotspots, carousels, Q&A modules and larger comparison charts. This would be best for technical, detailed products or those with close comparisons. There are additional requirements to get access to this. Check your A+ Content Manager to see what status your account currently has.

Brand Story

Whilst Basic and Premium A+ tell customers about your product, Brand Story tells them about you. This will be shown in a carousel at the bottom of your A+ section. This is created as a separate piece of content.

	Basic A+	Premium A+	Brand Story
Answers	Why this product?	Why this product, in depth?	Why this brand?
Video	No	Yes	No
Hotspots and carousels	No	Yes	Carousel only
Best for	New sellers, simpler products	Technical or comparison-heavy products	Any brand with multiple ASINs

Module counts and limits change over time, so confirm the current numbers inside A+ Content Manager before you plan a layout.

3. Who Is Eligible?

Being a big seller does not unlock A+ Content on its own. In general you need:

1.Active Professional selling plan (or a Vendor Central account).
2. A brand enrolled in the Amazon Brand Registry, which includes an appropriate permission allowing to create content.
3. ASINs qualified for A+ Content.

The Premium A+ Content usually follows successful performance on Amazon. It is associated by Amazon with creating a Brand Story and several A+ pages in the last year. There are restrictions for some categories (Books, Music & Video), so please consider category requirements first.

4. Is A+ Content Worth It for This Product?

Whilst publishing is free, creating content will require either time or money. Make sure you have the following:

• A stable product. Don’t create content around a product that is going to change soon.
• A registered brand. You cannot start without Brand Registry.
• Enough traffic. A+ Content will help you convert the traffic you have. If your listing has very little traffic then it won’t be much benefit.
• Indicators you can start using A+ on your ASIN are: high click-through rate, low sales, customers adding to basket but not purchasing,
• lots of customer questions, competitors in the category using A+, and good sales on other products in your catalogue.

5. Image Gallery vs. A+ Content

These two work together but do different jobs.

	Image gallery	A+ Content
Job	First impression, quick scan	Explanation, comparison, brand trust
Position	Top of page, beside title and price	Further down, below the description area
Best images	Clean product shots, multiple angles	Lifestyle scenes, infographics, comparisons

A practical rule: don’t repeat gallery images in A+ Content. Use the gallery to win the click and A+ to win the sale.

6. Do the Groundwork Before You Design

You will want to plan your A+ pages to be high quality. To do this you should have the following ready before you open your A+ Content Manager:

• Image Bank – Gather all images relevant to your product family. This could be from your brochures, previous photo shoots, manufacturer images and brand site. Group them into categories (Features, Usage, Size, Safety or Brand Feel). Note what images you are missing.
• Brand Guide – Write down any brand guidelines you have for your logo, fonts, colours, tone of voice, tag lines and what you must never say. This does not mean all your pages will look the same but you will know what rules you need to stick to.
• Customer Research – Read your reviews and take notes on the questions you have. This will tell you what customers are getting wrong, what they are struggling with and what they love. Look out for any patterns.
• Competitor Research – Take a look at the whole listing, not just the A+ modules. Note how regularly they update, are they selling the product or brand and what tone they are using.

If you have a number of products to manage you will want to create a template. This will help make your work quicker. You can have a set order of modules, brand banner and comparison rows. Only the product specific details will change.

7. Building the Core Assets

Lifestyle Images

Photograph the product in context with the appropriate customer. Add an element that provides a sense of scale, such as a hand, a desk, or a countertop. A solid set will include a hero image, a scale image, various uses, close-up details, and an outcome image.

Infographics

Because consumers use their phone to browse for phones, each infographic needs to communicate only one message in two seconds. Do not include much text within images, since small text becomes blurry on mobile devices. Include the description in the text blocks instead.

Write callouts using one formula: say what the shopper gets, then prove it.

Vague	Specific
Long-lasting battery	Runs 14 hours per charge
Easy to clean	Three parts twist apart and rinse under a tap
Durable design	Double-stitched straps tested to carry 20 kg

 

Technical specifications

Show technical specifications that will impact a purchasing decision: size, weight, capacity, compatibility, contents. Sort them based on the question the customer is trying to answer (Will it fit? Will it be compatible with my device?), use one unit system and translate numbers into consumer language (“light enough for an airline cabin bag”). Mention important specifications as live text, not just in the image.

Comparison charts

Comparison charts allow customers to compare your products with each other right on your product detail page, and they are shoppable. Add actual differences, use consistent units, and write a short “made for” description for each model. Compare your own catalog only, and avoid using superlatives and pricing/offers in the comparison table.

Product videos

Each video should answer one question about your product: how it works, how to assemble it, or how it solves one particular problem. Start with the product in action, make sure it works with the sound turned off with subtitles, and shoot in close-up to make sure the video plays well on a phone screen. Basic A+ doesn’t have video modules, and most Basic sellers place videos in the primary image gallery.

8. Going Premium: What the Extra Modules Do

• Full width images will give a brand website look. Write desktop and mobile version separately because mobile needs separate crop.
  Hotspots will display brief descriptions on tap. Note that each hotspot can require separate mobile images, hence number of files increases.
• Carousels are ideal for parallel choices (colors, sizes) and step by step processes, or multiple angles. Create an interesting first panel because it will determine if people will swipe.
• Q&A modules will solve the remaining doubts. Get questions from actual reviews and be honest about limitations. Telling what your product is not capable of is important in building trust.
• Technical specifications are placed at the bottom for bare facts.

   

• A reasonable sequence for Premium modules will follow buyer’s train of thoughts during scrolling: What is this? How does it work? What do the features do? Which one is mine? Which model should I buy? And finally, what is left to decide? Avoid using all spaces just because you can.

9. Writing Brand Story That Earns Trust

Brand story needs to be similar to the About section on your website; why did you start solving this particular problem, what is the unique attribute of your brand (some test, some standard for materials), and how does it lead to the rest of the line.

Two important things to remember. First, the opening banner has to stand alone, since many customers will not scroll further. Second, leave all product specifications out of it – put them into A+ Content. In a basic division, A+ answers “Why this product?” and Brand Story “Why this company and what else do they have?”

10. Copywriting Rules That Keep You Compliant

Short and specific copy performs better and will be less likely to be rejected.

• Headlines should be benefit led. e.g. “Cold water for a full day outdoors” instead of ‘Premium quality bottle’.
• Captions should be a brief sentence stating what is in the image.
• Alt text should be a brief description of what is in the image. Keep within the character limit and avoid keyword stuffing.
• Specs to benefits. Take the spec and explain what it does and how it benefits the customer.

Commonly rejected claims

• Best selling or #1
• Vague claims such as doctor approved or lab tested.
• Medical claims to treat, cure or prevent a condition.
• Unproven eco friendly claims
• Warranties, guarantees, prices, discounts, shipping information and time limited offers.
• Competitor brand names, QR codes, external links, watermarks and HTML.

Always ensure you are checking Amazon’s current guidelines for your marketplace. Just because a competitor page with similar content is live does not mean it will pass today.

11. Uploading and Quality Checks

Ensure your folder is set up ready to upload and with clear file naming (Product, Marketplace, Language).

• Select the correct content type and ensure it is applied to the correct ASINs.
• Ensure you have viewed this on both desktop and mobile.
• Read through the whole page to ensure there are no odd gaps, tone changes and mismatched statements between modules.
• Once submitted, you can check the status in A+ Content Manager. Be aware that reviews can take around a week or longer to complete.
• If your content has been rejected, please make the necessary amendments and resubmit.

Common technical reasons for rejection include incorrect file types, incorrect colour mode, large or low resolution files, blurry images and text too small to read on mobile.

12. Measure, Test, and Improve

A+ Content is never finished. Once live:

• Run experiments– Amazon’s Manage Your Experiments feature helps brands eligible for A+ content A/B testing of two different variants of the content. Make one change each time and wait for the test period to end.
• Look into your advertisement data– If you have high CTR but low conversion, it might be due to the fact that the page does not match the promises made in the ad. However, make sure that this is not about pricing, reviews, or availability before blaming your content.
• Do it intentionally– Refresh when a brand, package design or buyer interest changes. You should refresh whenever the season is over.
• Adapt, not translate– When entering a new market, update examples, measurements, and other cultural elements.

Common Mistakes to Avoid

1. Publishing an A+ before completing the basics (title, bullets, main images)
2. Reusing gallery images within A+
3. Stuffing text into images that are unreadable on phones
4. Using all the module slots regardless of their value
5. Making claims that cannot be substantiated
6. Not looking at the mobile preview
7. Thinking of A+ as a one-time job

Step by Step: Creating Your First A+ Page

Ensure you have the following:

1. Active Professional selling plan- Brand added to Brand Registry. Role added to brand that allows you to create content.
   Open A+ Content Manager under the Advertising section of Seller Central.
2. Select a type of content- Create a new Basic A+ content project. (Premium A+ and Brand Story are different projects).
3. Give this a clear name For example: ‘Trail Bottle 750ml – US – English’.
4. Add modules- Add the hero banner, then add modules based on your plan. Place them in an order that makes sense based on what the customer will be asking.
5. Upload images– Upload images in the exact size shown next to each module. Amazon will resize large images but will reject small images.
6. Complete text fields- Keep headlines short, include key specs in live text. Add a description to each image.
7. Assign content to ASINs– Select the brand owned ASINs that this page is relevant to. For large catalogues use bulk upload.
8. Preview– Ensure you preview on desktop and mobile. Preview the whole page.
9. Submit for review– If it gets rejected, read the reason and make the changes to fix that issue. Resubmit.
10. Monitor results- Once approved, track how your conversion and sales have changed. Plan your first test.

Worked Example: Planning a Page for an Insulated Bottle

Below is a demonstrative plan for the construction of a fictional 750 ml insulated steel thermos. It will explain how each block gets its spot based on answering one buyer query.

Slot	Module	Shopper’s question	What goes in it
1	Hero image with headline	What is this, and is it for me?	Bottle clipped to a daypack on a trail. Headline: “Cold Water for a Full Day Outdoors.”
2	Video	How does it work?	A 10-second clip: one-turn lid, pour, close. Captions burned in for muted viewing.
3	Image with feature callouts	What do the features do?	Double-wall insulation, leak-resistant lid, slim base that fits pack pockets. One benefit per callout.
4	Lifestyle set	Will it fit my life?	Gym, office desk, car cup holder. A hand in each shot for scale.
5	Comparison chart	Which size should I buy?	The brand’s 500 ml, 750 ml, and 1 L bottles, with a “made for” row.
6	Technical specs	Will it fit and perform?	Capacity, weight, height, diameter, material, cleaning method.
7	Q&A	What is still stopping me?	Does it fit a standard cup holder? Is the lid dishwasher-safe? Is it suitable for hot drinks?

Reason this structure is effective

It mirrors the path of the customer decision-making process – recognition, understanding, evidence, decision and reinforcement. The features which influence the decision (size, fit, care) are always clear.

Copy sample for slot 3

Weak: “Premium insulation technology for all your needs.”
Strong: “Double-wall vacuum insulation keeps your beverages chilled on days on the trail. Lid requires only a 1/4 turn to seal.”

In the strong copy, the mechanism, situation and benefit are clearly named without any hyperbole or unfounded statements.

Quick Reference: Limits and Specs

Amazon changes specs often, so always confirm against the size shown beside each upload slot in A+ Content Manager.

Item	Limit or size
Image file types	JPG, BMP, or PNG in RGB color (CMYK not supported)
Image file size	Under 2 MB per file
Alt text	Up to 100 characters per image
Premium full-width image	1464 x 600 px desktop, 600 x 450 px mobile
Premium video file	MP4, up to 200 MB and 180 seconds, at least 960 x 540 px
Premium hotspots	2 to 6 per module, each with its own 600 x 450 px mobile view
Premium Q&A	2 to 5 pairs; question up to 120 characters, answer up to 250
Premium carousels	Navigation and regimen: 2 to 5 panels. Simple: 2 to 6 panels
Brand Story background	1464 x 625 px desktop, 463 x 625 px mobile
Brand Story Q&A	3 pairs; question up to 100 characters, answer up to 600
Typical review time	Often 7 to 10 business days, but it varies

Never include

HTML tags, watermarks, QR codes, external links, prices or discounts, shipping details, time-limited offers, warranties, and competitor brand names.

30-Day Practice Plan

A 30-day plan for learning A+ Content

Use this to practice the skill from scratch, even before you have a client or a brand of your own.

Week	Focus	Practice task
1	Learn the landscape	Study 15 live listings in one category. Note which modules they use and what questions they answer.
2	Research like a marketer	Read reviews of one product and list the top 10 shopper questions and complaints.
3	Plan and write	Draft a seven-module plan and all the copy for that product: headlines, captions, specs, Q&A, and alt text.
4	Design and review	Mock up the page in a design tool, run it through the checklist above, and write a short note explaining your choices.

A mock page built this way makes a strong portfolio piece, as long as you label it clearly as a practice project.

Frequently Asked Questions

1. Is A+ Content the same as EBC?

Yes basically. Amazon have combined the old tools into a single A+ Content Manager.

2. Is there a cost to using A+ Content?

No, it is free to publish if you are an eligible seller. The cost comes from creating the content.

3. Does it help increase your Amazon search ranking?

Not necessarily. It can help improve your conversion and is great for discoverability, but shouldn’t be used as a replacement for a well optimized title, bullets and attributes.

4. Can I use AI generated images?

Amazon don’t prevent you from doing this but the images must be accurate for the product and comply with the current content and disclosure policies.

5. Can I upgrade my Basic A+ to Premium?

Not directly. If you have access to Premium A+ you will create a new project under the Premium A+ tab and add to your ASINs.

6. How long does Amazon take to approve A+ Content?

Often around 7-10 working days but can vary. You can check the status within your A+ Content Manager.

7. Why would my A+ get rejected?

Most commonly for using incorrect image formats/sizes, blurry/watermarked images, keyword filled alt text, unproven claims and prohibited content such as prices, offers, warranties, QR codes, links or competitor names.

8. Can I include pricing, offers or limited time deal in my A+?

No. A+ should be used to describe your product. Avoid selling your offers.

9. Can I mention competitor brands within my comparison chart?

No. Comparison charts should only include your brands products.

10. Do I need a professional designer?

Not necessarily. Basic A+ can be created with clear images and minimal text. Premium A+ with video and hotspots will usually require some design and video skills either in house or from an agency.

11. How much text should I include in my images?

Minimal. Text in small font sizes will be hard to read on mobile devices. Keep your text short within the image and describe within your text fields.

12. Is mobile important for A+ Content?

Yes. Many people will browse on mobile so ensure you preview your pages on mobile. Ensure your first modules are showing the value of your product.

13. Can I use the same A+ page for all variations?

Yes if the content is accurate for all variations. Include general information and personalise any differences such as sizes or colours.

14. Is it worth using A+ Content if my listing doesn’t get much traffic?

It will help the most if you have traffic that isn’t converting. Focus on improving discoverability, pricing and reviews first if you aren’t getting much traffic.

15. How can I practice if I don’t have my own brand?

Research live listings, look into customer reviews and create a practice page for a product of your choice. Be sure to clearly state this is a practice page when including in your portfolio.

Conclusion

A+ Content is not for decoration. It is about responding to customer questions that they may have when shopping offline in the way that they will ask them while following Amazon guidelines. Conduct thorough research, develop a limited number of effective assets, conduct experiments on a single variable basis and always maintain relevancy.

If you take one idea from this guide, make it this: every module should earn its place by answering a real buyer question.