You're scrolling through an Amazon product page and you hit the fold. Below the bullet points and price, there's either a wall of plain text that nobody reads, or a visually rich section with lifestyle images, comparison charts, and a brand story that actually makes you want to buy. That second version is A+ Content, and it's one of the highest-impact, lowest-cost conversion tools available to Amazon sellers.
Amazon A+ Content (formerly called Enhanced Brand Content, or EBC) lets brand-registered sellers replace the standard text product description with rich media modules: images with text overlays, comparison tables, brand story banners, and formatted feature highlights. It appears below the fold on your product detail page and gives you the space to sell your product in ways that bullet points simply can't.
Basic A+ vs. Premium A+ Content
Amazon offers two tiers of A+ Content, and the differences matter for your strategy.
Basic A+ Content
Available to all brand-registered sellers through Amazon Brand Registry. Basic A+ gives you access to 17 module types that you can mix and match to build your below-the-fold content. You can use up to 7 modules per ASIN. The modules include standard image with text, comparison charts, four-image quadrants, and text-only blocks. There's no additional cost beyond the time to create the content. Every brand-registered seller should be using Basic A+ on every ASIN. There's no good reason not to.
Premium A+ Content
Previously invitation-only, Amazon has been expanding Premium A+ access to more sellers who meet specific criteria (typically strong brand story usage and Brand Registry enrollment). Premium A+ adds interactive modules that Basic A+ can't match: video, interactive hover hotspots, larger image carousels, Q&A modules, and full-width image banners. Premium content takes up more visual real estate and creates a significantly more immersive shopping experience. Amazon has reported that Premium A+ Content can increase sales by up to 20%, compared to up to 8% for standard A+ Content (Amazon Seller Central). The catch is that Premium A+ requires more creative assets, takes longer to build, and isn't available to all sellers.
How A+ Content Affects Conversion Rates
Amazon's own data shows that A+ Content increases conversion rates by 3-10% on average across product categories (Amazon Seller Central, 2024). That number is an average. Well-designed A+ Content with strong visuals, clear comparison charts, and a compelling brand story typically lands at the higher end. Poorly designed A+ Content (text-heavy, stock images, no clear narrative) can end up closer to 0% lift.
The conversion lift compounds because Amazon's algorithm factors conversion rate into organic search ranking. A product that converts at 15% instead of 12% doesn't just make more sales per visit. It earns higher organic placement, which drives more traffic, which generates more sales, which reinforces the ranking. This flywheel effect means A+ Content's true ROI is higher than the direct conversion lift suggests.
A+ Content also reduces return rates. When customers understand exactly what they're buying (through comparison charts, detailed feature images, and accurate lifestyle photography), they're less likely to be disappointed. Brands that invest in thorough A+ Content consistently report lower return rates, which matters on Amazon where return-related costs come directly out of your margin.
Module Selection Strategy
You have 7 module slots (Basic A+) to work with. Here's how to use them effectively.
Lead with a brand story banner
Your first module should establish brand credibility. Use the brand logo and brief origin story, but keep it tight. Shoppers don't scroll to your A+ section to read your corporate history. They want to know why your brand is trustworthy. One strong sentence about your expertise, your values, or your track record is enough. "Family-owned since 2008, trusted by 2M+ customers" does more work than three paragraphs about your founding story.
Feature your product with lifestyle imagery
Use 2-3 modules for lifestyle images that show the product in real use. These should answer the question "what will my life look like with this product?" For a kitchen appliance, that means a clean, well-lit kitchen with the product in action. For fitness equipment, it's someone mid-workout. Studio-quality lifestyle photography consistently outperforms stock images and product-on-white shots in the A+ section. Your main listing images handle the detailed product views. A+ Content is where you sell the experience.
Include a comparison chart
The comparison chart module is one of the highest-converting A+ elements. It lets you compare your product variants (or your product against its competitors) in a clean table format. The strategic value is significant: if you don't provide a comparison, shoppers will scroll down to "Compare with similar items," which Amazon populates with your competitors. Your own comparison chart keeps shoppers focused on your product line. Compare 3-5 of your own products, highlighting the differences in size, features, or use case. Make the featured product the clear "best value" option.
Address objections with feature callouts
Use 1-2 modules for image-with-text blocks that address the most common questions or concerns. Read your product reviews and your competitors' reviews. If customers frequently ask about sizing, include a sizing guide. If durability is a concern, show durability testing or certifications. If setup complexity is a barrier, show a "3-step setup" graphic. The best A+ Content directly addresses what's preventing shoppers from clicking "Add to Cart."
A+ Content Best Practices
- Don't repeat your bullet points. Shoppers have already read (or skimmed) your bullets before scrolling to A+ Content. Use this space for information that doesn't fit in bullets: brand story, comparison data, lifestyle context, and detailed feature explanations with supporting visuals.
- Use high-resolution images. Amazon recommends images at 970 pixels wide for most A+ modules. Blurry or pixelated images in your A+ Content actively hurt your brand perception. If you don't have professional product photography, invest in it before building A+ Content. The content is only as good as the images.
- Keep text concise. Shoppers scan A+ Content, they don't read it word by word. Use short headlines, 1-2 sentence descriptions per module, and let images carry the story. If you find yourself writing paragraphs inside A+ modules, you're doing it wrong.
- Test different layouts. Amazon allows you to run A/B tests on A+ Content through the "Manage Your Experiments" tool (available to brand-registered sellers). Test different module orders, image styles, and comparison chart configurations. Run tests for at least 4 weeks to get statistically significant results. Small changes in module order can produce meaningful conversion differences.
- Mobile-first design. Over 60% of Amazon shoppers browse on mobile devices. A+ modules stack vertically on mobile, and text shrinks. Designs that look beautiful on desktop can become unreadable on mobile. Preview every module on a phone screen before publishing. Text inside images should be large enough to read on a 6-inch screen.
Example: A+ Content Lifting a Struggling Listing
A kitchen gadget brand had a silicone baking mat with 4.3 stars and 800+ reviews but a 9% conversion rate — below the 12% category average. The listing had no A+ Content. Shoppers couldn't visualize the product in use, didn't understand the size options, and had no comparison between the brand's three mat sizes. They built A+ Content with a brand story banner, three lifestyle modules showing the mats in action (cookies, pizza, meal prep), a comparison chart across their three sizes, and a feature callout addressing the top customer questions from reviews (heat resistance, dishwasher safety, sizing). Conversion rate climbed from 9% to 13.2% within six weeks. Amazon reports A+ Content increases conversion rates by 3-10% on average, and this listing's 4.2-percentage-point lift was consistent with that benchmark. The revenue increase on this single ASIN covered the photography and design investment within the first month.
Frequently Asked Questions
Does A+ Content help with Amazon SEO?
Not directly. Amazon has stated that A+ Content text is not indexed for search ranking. However, A+ Content improves conversion rate, and conversion rate is a major Amazon ranking factor. So the SEO benefit is indirect but real. Higher conversion leads to better organic rank, which leads to more traffic.
How long does A+ Content take to go live?
Amazon typically reviews and approves A+ Content within 7 business days, though it can take up to 14 days during peak periods. Content that violates Amazon's guidelines (claims about competitors, unsubstantiated health claims, references to off-Amazon pricing) will be rejected and need revision.
Can I use A+ Content on every product?
Yes, as long as you're brand-registered and the ASINs belong to your brand. There's no limit on the number of ASINs that can have A+ Content. Prioritize your top-selling ASINs and any products where conversion rate is below category average. Then work through the rest of your catalog.
What's the biggest mistake sellers make with A+ Content?
Treating it as an afterthought. Many sellers create A+ Content with leftover product photos and generic brand copy, then wonder why it doesn't move the needle. A+ Content that performs well requires intentional planning: professional lifestyle photography, competitor review analysis to identify objections, and a clear narrative arc from brand story to product comparison to purchase confidence.
A+ Content is free to create and proven to increase conversion by 3-10%. For products in competitive categories, it's often the difference between a listing that converts at category average and one that outperforms. If your brand is registered and your top ASINs don't have A+ Content yet, that's one of the fastest wins available to you on Amazon.