Amazon A+ Content types explained

A+ Content lets brand owners replace a plain product description with images, comparison charts, and richer text. Used well, it answers shoppers’ questions and makes a brand look established. Used badly, it is a wall of decorative images that nobody reads on a phone. This guide explains what A+ Content is, who can use it, how the different types differ, and how to plan it.

What A+ Content is

A+ Content is extra content that appears in the description area of a product page. It is built from modules, such as an image with text, a set of feature images, or a comparison chart. You create it once and can apply it to one product or to several.

Who can use it

A+ Content is available to sellers who are the brand owner in Amazon Brand Registry, and to vendors. You create it in A+ Content Manager in Seller Central. Amazon reviews every A+ submission before it appears, and the review can take several days, so plan ahead for launches.

Basic A+, Premium A+, and Brand Story

• Basic A+ uses a set of standard modules, such as images with text, comparison charts, and feature highlights. It is the starting point for most brands.
• Premium A+ offers larger and more interactive modules, such as video, image carousels, and clickable hotspots. Amazon’s eligibility rules for Premium A+ have changed several times, so check A+ Content Manager to see what your account can use today.
• Brand Story is a scrolling carousel about your brand that can appear on all of your product pages. It can link shoppers to other products and to your Brand Store.

Plan your modules before you design them

A simple order that works for most products:

1. Lead with the main benefit, shown visually, in one strong image.
2. Explain the key features, each with an image and a short caption.
3. Show the product in use, in a realistic setting.
4. Compare your own products in a comparison chart, so shoppers pick the right one rather than leaving.
5. Close with practical details: what is in the box, care instructions, and what makes your brand different.

Design for phones first. Most shoppers will see your A+ Content on a small screen, so any text inside images must be large enough to read there. Fill in the image description (alt text) for every image too: it helps shoppers who use screen readers.

What Amazon will not approve

Amazon’s A+ guidelines restrict a number of things. Common reasons for rejection include:

• Prices, discounts, and promotional language, such as “sale” or “best deal”.
• Shipping details and delivery promises.
• Guarantees and warranty claims that are not set out properly.
• Customer reviews, testimonials, and quotes.
• Time-sensitive words such as “new” or “latest”.
• Links to other websites and contact details.
• Comparisons with competitors. Comparison charts should compare your own products.
• Images or text that are hard to read or that misrepresent the product.

Read the current A+ Content guidelines in Seller Central before you design, because rejected content goes back into the review queue after every fix.

Write the text as carefully as the images

A+ Content is not only a design project. The words in it matter:

• Keep captions short. One clear sentence per feature is easier to read on a phone than a paragraph.
• Use the same facts as the rest of the listing. If the bullet points give a capacity of 450 ml, the A+ Content should give exactly the same figure, not a rounded number or a different unit on its own.
• Answer real questions. Use your reviews and customer questions to decide which features to explain first.
• Avoid repeating the bullet points word for word. Add context, show the feature, or explain how it helps.

Common mistakes

• Text baked into images at a small size, which nobody can read on a phone.
• Decorative lifestyle images with no information, which fill space without answering anything.
• One design applied to very different products, so the content describes features some products do not have.
• No comparison chart when you sell several similar products, leaving shoppers unsure which one to choose.

Does A+ Content help sales?

Amazon presents A+ Content as a way to improve conversion, and it often helps, but how much depends on the product, the existing images, and the quality of the content. Measure it rather than assuming. If you are eligible, Amazon’s Manage Your Experiments tool lets you test two versions of A+ Content against each other. Otherwise, compare conversion rates before and after, allowing for price changes and seasonality.

Get help from a reviewed specialist

Good A+ Content needs both design skill and knowledge of Amazon’s rules. You can compare reviewed product photography and A+ Content specialists, or describe what you need and we will suggest suitable specialists. Our guide to Amazon product images covers the image rules that apply to your listing images.