Amazon A+ Content – What It Is, How It Works, How to Create It (With Examples)

Previously, only Amazon Vendors could use A+ Content, while sellers were limited to Enhanced Brand Content (EBC). But since 2019, all sellers can access A+ Content with no extra charge. This means more ways to boost conversions with richer product listings. The catch, if you want to call it that, is that creating A+ Content takes a bit of an effort, so it’s important to know when it’s worth it. Let’s explore how A+ Content can help enhance your listings and drive more sales.

What Is Amazon A+ Content?

Amazon A+ Content enables you to add rich media, detailed descriptions and interactive elements to your product pages to boost conversions. Every product on Amazon has an ASIN and only one seller (usually the Buy Box winner or brand owner) can edit the listing. Private label sellers have full control over their product pages as they are the only seller.

With A+ Content you can expand your product description from the standard 2,000 characters to 5,000 extra characters so you can write more detailed and persuasive copy. You can also add high quality images, comparison charts and videos (videos require Brand Registry). Basic A+ Content is free for brand registered sellers, Premium A+ Content is only for Vendors and includes advanced features like interactive modules.

As of 2024 Amazon will provide performance metrics in Seller Central so you can see how A+ Content is impacting your conversion rates. Since over 60% of Amazon shoppers are mobile, you need to optimize your A+ layouts for smaller screens. A+ Content can increase conversions by 3-10% but it takes effort so you should only use it for high value products where the extra visuals and detailed descriptions will make the most difference.

A+ Content vs. Enhanced Brand Content (EBC): What’s the Difference?

Previously, only Amazon Vendors could use A+ Content, while sellers were limited to Enhanced Brand Content (EBC). But since 2019, all sellers can access A+ Content with no extra charge. A+ Content and Enhanced Brand Content (EBC) on Amazon are now used synonymously, but there is still a way for vendors to go one step further and possibly stand out.

What About Premium A+ Content (A++)?

If you’re selling your products directly to Amazon for further distribution (vendor status), you can benefit from Amazon A+ Premium Content. This premium service allows you to include video loops, interactive content, or FAQs onto your product page. The question is, even as a vendor, are these services necessary for your product and will your profits outweigh the costs? 

Who Can Use A+ Content?

Amazon Brand Registry and A+ Access

Amazon A+ Content is available to:

Without Brand Registry, sellers can’t use A+ Content. Enrollment requires an active trademark. 

Premium A+ Content: Additional Requirements

A+ Content (A++) is only for Amazon Vendors (1P sellers) not 3P sellers. Amazon reserves this feature – with interactive modules, bigger images and videos – for high volume brands selling wholesale through Vendor Central. Some 3P sellers with hybrid accounts may qualify but it’s invitation only and often tied to ad spend. Standard A+ (free for Brand Registered sellers) has more tools like expanded text, galleries and one video. Most sellers won’t need A++ but Vendors should use it for flagship products where content is key to conversions. Focus on optimizing standard A+ for good results.

Amazon seller vs. vendor – wondering which is better? Read our article.

Benefits of A+ Content for Amazon Sellers

Higher Conversion Rates Through Visual Storytelling

Amazon A+ Content turns standard product listings into visual experiences. By adding high quality images, infographics and videos sellers can show their products in action, highlight key features and build an emotional connection with customers. Studies show that listings with compelling visuals can increase conversions by up to 10% as customers get a better understanding of the product’s value. Instead of relying on text, brands can use storytelling elements – such as before-and-after comparisons or lifestyle shots – to guide buyers to a purchase decision more effectively.

Stronger Brand Presence and Recognition

A+ Content allows brands to present a consistent and professional presence on Amazon. Custom layouts, colours and branded messaging help products stand out from competitors and build trust. By having a polished look across product pages, sellers create a memorable shopping experience that encourages repeat business. Over time this builds brand loyalty and makes it easier for customers to find your products in search – turning casual buyers into long term advocates.

Cross-Selling Opportunities and Upsells

One of the best features of A+ Content is the ability to promote related products on the detail page. With comparison charts and “Complete the Look” modules sellers can guide customers to complementary products, increasing average order value. For example a camera seller can show lenses, tripods and accessories alongside the main product. This not only improves the shopping experience but also maximises revenue by encouraging bundled purchases – without the customer ever leaving the page.

Communicating Your Product’s USP More Effectively

A+ Content gives your brand the space to highlight what makes your product unique. Instead of cramming product information into bullet points, you can use detailed sections, side-by-side comparisons and testimonials to showcase quality, innovation or performance. Whether it’s eco-friendly materials, patented technology or superior durability A+ helps to articulate your competitive edge clearly – reducing hesitation and convincing buyers why your product is the best in the crowded market.

How to Create Amazon A+ Content – A Step-by-Step Guide

Planning Your A+ Layout and Modules

1. Access A+ Manager: In Seller Central, click “Advertising” in the navigation bar and select “A+ Content Manager”.

2. Start Your Project: Search for an ASIN to edit existing content or click “Create A+ Content” to begin a new project.

3. Set Up Basics:

4. Build Your Layout:

5. Review & Submit: Preview your design for desktop/mobile, then submit. Approval takes up to 7 days.

Best Practices for Product Images and Copy

This smartphone A+ Content example hits the nail on the head – showcasing three key features (dual SIM, battery life, and face recognition) through bold visuals paired with snackable text. Let’s be honest: nobody wants to wade through a novel of product specs. Smart images do the heavy lifting while short, punchy explanations deliver just enough detail. That’s the sweet spot – letting great visuals hook buyers while keeping text lean and mean. This is how you outshine competitors on Amazon: by giving shoppers what they actually want – instant clarity with zero fluff.

Another great A+ Content example. The seller clearly shows that his protein powder is vegan, has high-quality ingredients, while also providing the promise of high quality backed by studies. What this does is set the seller’s product apart from other protein powders that are made of animal ingredients or have ingredients of lesser quality. The three unique selling points are recognizable instantly, influencing the customer’s purchasing decision on Amazon through enhanced brand content superbly.

What if your brand story is your secret weapon? When your product (like organic cacao) competes in a crowded space, flip the script – spotlight what makes your company unique. Sustainability efforts? Social impact? That’s gold for eco-conscious shoppers.

This smart seller doesn’t just move cacao powder – they sell values. Their A+ Content uses crisp visuals and snackable text to show how every purchase supports environmental protection. Result? Conscious buyers choose them because they’re voting with their dollars.

Take it one step further: Find out here how to get more reviews on Amazon from your clients.

Pro tip: Don’t bury your brand heart – make it visual, make it clear, make it matter. That’s how you turn commodity shoppers into loyal fans.

Need more information? Check out what Amazon provides for A+ Content users: Amazon guidelines on creating A+ Content (Seller Central).

And if you want to find out how other Amazon sellers use Enhanced Brand Content templates: Examples of great A+ content templates.

Amazon A+ Content (and Constant) Optimization

Amazon A+ Content is a powerful tool to boost product pages and conversions—but only when done right. Follow these optimization tips to win big:

Use High Quality Visuals With a Consistent Look & Feel

First impressions matter. Use 300+ DPI images that show your product from multiple angles, in use, and with key features highlighted. Keep a consistent brand aesthetic—colors, fonts and styling should match your packaging and marketing materials. No generic stock photos. Invest in custom visuals that build credibility and professionalism.

Break Down Product Features Clearly

Don’t overwhelm shoppers with text. Structure your content for easy scanning:

Use Keywords in Alt Text (Even if A+ Isn’t Indexed)

A+ Content isn’t indexed but image alt text is. Include keywords in your module descriptions and alt tags to improve discoverability. Example: Instead of “IMG_1234,” use “organic-cacao-powder-sustainable-packaging.”

Address Customer Questions Proactively

Analyze customer reviews and Q&A sections to see what’s being asked. Use A+ Content to:

Tell a Story to Create a Virtual Experience

Turn shoppers into buyers by immersing them in your brand story:

Emotional connections drive loyalty and sales.

Pro Tip: A/B test different layouts (Amazon’s “Manage Your Experiments” tool) to see what works. Even small changes like swapping hero images can lift conversions by 5-10%.

By optimizing A+ Content with these tips, you’ll turn browsers into buyers – while standing out in Amazon’s crowded marketplace.

Is Amazon A+ Content Worth the Effort?

Most professional Amazon sellers manage hundreds or thousands of ASINs – upgrading every description from 2,000 to 7,000 characters would demand massive time, staff, and budget. Let’s be honest: few sellers are born photographers or designers. This investment must directly boost sales, so never use A+ Content as a last-ditch effort to save poorly performing products.

Focus your Enhanced Brand Content only on products that truly benefit:

When customers fully understand a product’s value through clear visuals and text, that ‘Add to Cart’ button gets much more tempting.

Using “Manage Your Experiments” for A/B Testing and Monitoring

If you want to find out whether your efforts are reaping any results, there is a very clear indicator for this: the conversion rate. If this KPI has improved after the A+ Content was introduced, it can be assumed that the increase is due to this. 

More reliable in this matter, however, is the tool “Manage Your Experiments“ (MYE) from Amazon, with which A/B tests can be carried out. This allows you to test different formats against each other and Amazon will report on the success of the formats. For this purpose, users create another version of the extra content with exactly the same ASINs in the A+ Content Manager. Once the content has been tested, the experiment can be started via the MYE tool. This allows you to approach your target group carefully and also find out what appeals to them and what doesn’t. You can set a period of 4 to 10 weeks for the test.

If you’re into analytics, check out our blogpost about the best analytics tools: Save time and money with an Amazon Analytics Tool: 5 Applications for Marketplace Sellers.

Conclusion: A Piece of the Puzzle

Great A+ Content transforms “maybe” shoppers into satisfied buyers who get exactly what they expected – no returns, just positive reviews and repeat purchases. And as we all know: better conversions mean better rankings, making this a long-term win for your business.

Now, let’s address the minor drawbacks. While Amazon doesn’t charge for A+ Content, quality doesn’t come free. You’ll need to:

The tools are simple (no design degree required), but you’ll need to tap into your creativity to make an impact. Track your results religiously – conversion rates and A/B tests don’t lie. Just remember: A+ Content isn’t a life raft for sinking products. It’s jet fuel for your already strong sellers that takes them to bestseller status.

FAQs 

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