Amazon A+ Content Guide

A+ Content is the rich media section at the bottom of your Amazon product listing, labelled “From the manufacturer”. It’s an opportunity to tell your brand story, demonstrate product benefits visually, and significantly increase your conversion rate. For brand-registered sellers, A+ Content is one of the highest-ROI optimizations available.

What Is A+ Content?

A+ Content occupies the space below your product description and above customer reviews. It allows you to replace the standard text description with rich multimedia content including custom images, video, comparison charts, product grids, and formatted text blocks. This creates a more engaging, visually-compelling presentation of your product than the standard listing format.

Amazon reports that A+ Content can increase conversion rates by 5-10% on average. However, this is an average. Strategic, high-quality A+ Content consistently delivers double-digit conversion improvements, while poorly executed content provides minimal benefit.

Importantly, A+ Content requires Brand Registry registration. You must be the registered brand owner in your category to create and edit A+ Content. If you don’t yet have Brand Registry status, this should be a priority, as it unlocks not only A+ Content but also Sponsored Brands advertising and brand protection tools.

Why A+ Content Matters

The standard Amazon product listing includes a title, bullet points, description, and images. Most shoppers don’t read the full description. They scan bullet points and look at photos. A+ Content gives you additional real estate to communicate benefits that aren’t obvious from the main listing elements.

A+ Content serves several critical functions:

• Conversion improvement: Rich multimedia content is more persuasive than text alone, leading to higher conversion rates
• Return reduction: Clearer product demonstration reduces buyer’s remorse and return rates
• SEO benefit: Keywords in A+ Content are indexed by Amazon’s search algorithm
• Brand storytelling: Space to communicate your brand’s mission, values, or story
• Cross-promotion: Opportunity to showcase complementary products and increase order values
• Reduced inquiries: Comprehensive A+ Content answers common questions before they’re asked in Q&A

A+ Content Module Types

Amazon provides several module templates for A+ Content. Each serves different purposes, and a well-structured A+ section uses 4-6 different module types in a logical flow.

Image with Text (Side by Side)

A high-quality product image on one side with descriptive text on the other. This is ideal for highlighting a key feature or benefit. Use professional photography and write benefit-focused copy, not just feature lists.

Text with Multiple Images

Multiple product images arranged with supporting text. This works well for showing different angles, use cases, or product variants. Helps shoppers see the product from different perspectives before making a purchase decision.

Comparison Chart

Compare your product against competitor options or show how your product outperforms alternatives across key specifications. Use this module strategically. It’s most effective when your product genuinely has advantages.

Product Grid

Display multiple products from your catalog in a grid format. Ideal for cross-promotion and increasing order values by showcasing complementary products or different variants.

Video

Embed a product video demonstrating features, benefits, or use cases. Video in A+ Content is highly effective for conversion, particularly for products where usage demonstration is important.

Text with Information Blocks

Formatted text blocks with optional background colors or icons. Use this for highlighting key features, specifications, or brand information.

A+ Content Best Practices

Use Unique, High-Quality Images

Your A+ images should be different from your main listing photos. They should be professionally shot, well-lit, and sized appropriately for the modules you’re using. Low-quality or amateur images reduce credibility and conversion rate.

Image specifications vary by module, but generally should be at least 1000 pixels on the longest side. Amazon recommends 1920 x 1440 pixels for optimal quality.

Tell Your Brand Story Compellingly

Use one A+ module to communicate your brand’s origin story, mission, or values. Authentic brand storytelling builds emotional connection and trust. However, keep this focused and brief. Shoppers want to understand your product first, brand story second.

Maximize Module Space

Use all available module slots (typically 5-6). Each module should serve a specific purpose: product demonstration, feature highlight, comparison, cross-promotion, brand story. Don’t leave modules empty.

Create Clear Logical Flow

Structure your A+ Content so modules flow naturally. Start with the primary use case or benefit, then move into supporting details, comparisons, and related products. The flow should guide the shopper through a decision-making journey.

Maintain Design Consistency

Use consistent fonts, colors, and visual styling across all modules. Your A+ Content should feel like a cohesive whole, not a jumbled collection of elements. This reinforces brand identity and professionalism.

Write Benefit-Focused Copy

Don’t just list specifications. Explain what the specification means for the shopper. Instead of “Silicone construction”, write “Silicone construction means it’s flexible, durable, and safe for babies. Won’t crack or leach chemicals.” Translate features into benefits.

Optimize for Mobile

A+ Content must display well on mobile devices. Many shoppers view listings on phones, so test your A+ Content on mobile to ensure text is readable, images display properly, and layout doesn’t become cramped.

Cross-Promotion and Order Value

One of the highest-ROI uses of A+ Content is cross-promoting complementary products. Use a product grid module to showcase related items you offer. If a shopper is buying a baby spoon, show them your entire feeding accessories line. This increases order values and helps shoppers discover other products you sell.

Ensure recommendations are genuinely complementary, not random. A shopper buying a silicone spoon wants to see matching bowls, bibs, and feeding accessories. Not unrelated products from your catalog.

A+ Content and SEO

Amazon indexes keywords in A+ Content text, meaning search terms you include contribute to your ranking potential. However, A+ Content’s SEO benefit is secondary to its conversion benefit. Your title, bullet points, and backend keywords remain more powerful for ranking.

That said, if you have important keywords that fit naturally into your A+ narrative, include them. This provides a dual benefit: improved ranking potential and reinforced messaging.

Common A+ Content Mistakes

• Low-quality images: Amateur photography reduces credibility and conversion rates
• Not using all available modules: Wasting the opportunity to provide additional persuasive content
• Inconsistent brand design: Modules that look disconnected from each other or your brand identity
• Feature-focused instead of benefit-focused: Listing specs instead of explaining why they matter
• Poor information hierarchy: Burying important information or presenting details in confusing order
• Irrelevant cross-promotion: Showing products that don’t complement the main product
• Mobile optimization issues: Content that looks good on desktop but is cramped or unreadable on mobile
• Excessive text: Long paragraphs when short, scannable content would be more effective

Connecting A+ Content to Your Broader Listing Strategy

A+ Content should complement and expand on your main listing elements. Your product title introduces your product’s key features. Your bullet points provide essential information. Your main product photos show what the product looks like. Your A+ Content then demonstrates benefits, provides comparisons, tells your brand story, and promotes related products.

To activate A+ Content, you need Brand Registry status. You should also reference your backend keywords when writing A+ text, as Amazon indexes this content.

For products you’re promoting via Sponsored Products or Sponsored Brands, A+ Content is especially valuable. Your ads drive traffic to your listing, but it’s A+ Content and overall listing quality that determines whether that traffic converts.

Building Your Brand with A+ Content

A+ Content is an opportunity to build perceived brand quality and authority. Shoppers who see professional, comprehensive A+ Content perceive your brand as more established and trustworthy. This is particularly valuable if you’re competing against larger, established brands. Excellent A+ Content can level the playing field by demonstrating professionalism and product knowledge.

A+ Content Performance Tracking

Amazon provides conversion rate data in your seller central dashboard, though attribution to A+ Content specifically is difficult. You can track conversion rate before and after implementing A+ Content, but other factors (seasonality, price changes, reviews) also influence conversion rate.

The best approach is to implement A+ Content on a subset of your products first, compare conversion rates against similar products without A+ Content, and then roll out to your full catalog if results are positive.

Frequently Asked Questions

What is Amazon A+ Content and what are the requirements?

A+ Content is a rich media section at the bottom of your listing, requiring Brand Registry registration. It allows custom images, video, comparison charts, and formatted content to supplement your standard product description and increase conversions.

How much do conversion rates improve with A+ Content?

Amazon reports 5-10% average improvement, but high-quality A+ Content often drives double-digit conversion gains. Results depend on content quality, module selection, and product category.

What are the main benefits of A+ Content beyond conversion rate increases?

Benefits include improved SEO value, reduced returns, brand storytelling opportunity, cross-promotion capability, reduced customer inquiries, and increased customer trust and perceived brand quality.

What are the most common A+ Content mistakes?

Mistakes include low-quality images, not using all modules, inconsistent design, feature-focused copy instead of benefit-focused, poor layout, irrelevant cross-promotion,