What A+ Content Amazon sellers need to know
A+ Content Amazon (formerly Enhanced Brand Content) lives in the product description section of your detail page. Instead of a block of plain text that most shoppers scroll past, you get modular layouts with lifestyle images, feature callouts, comparison tables, and brand story sections. Shoppers actually read A+ Content because it looks like a mini landing page.
Access requires Brand Registry enrollment. Once approved, you build A+ Content in Seller Central’s A+ Content Manager by selecting modules and uploading images. Amazon provides roughly 17 standard modules (image with text, comparison chart, four-image grid, etc.) and additional Premium modules for qualifying brands.
A+ Content Amazon is free to create and publish. The only cost is the time and design resources to produce quality images and copy. Amazon indexes A+ Content text for backend search but does not currently include it in organic keyword indexing for the main search algorithm. The primary value is conversion: keeping shoppers on your listing longer and reducing the bounce rate to competitor pages. Pairing A+ Content with the Vine program on new launches maximizes early conversion rates.
Basic vs. Premium A+ Content
| Feature | Basic A+ | Premium A+ |
|---|---|---|
| Cost | Free | Free (qualification required) |
| Module width | 970px standard | 1464px full-width |
| Video support | No | Yes (auto-play) |
| Interactive hotspots | No | Yes |
| Carousel modules | No | Yes |
| Estimated conversion lift | 5% to 8% | Up to 15% to 20% |
To qualify for Premium A+, you must have an active Brand Story published on every ASIN in your catalog and meet Amazon's A+ Content publishing history requirements. The exact thresholds are not publicly documented but generally require at least 15 approved A+ Content submissions in the past 12 months.
Example: A+ Content on a $3M catalog
A seller with 35 SKUs generating $3M annually has A+ Content on zero listings. Average selling price is $45, conversion rate is 12%, and the top 15 SKUs account for 75% of revenue ($2.25M).
The seller builds Basic A+ Content for those top 15 SKUs first. Design cost: $150 per ASIN for professional images and copywriting (outsourced), totaling $2,250.
Conservative scenario (5% conversion lift):
- Current sessions on top 15 SKUs: $2.25M / $45 / 0.12 = 416,667 sessions/year
- Additional conversions: 416,667 x 0.006 (lift from 12% to 12.6%) = 2,500 extra units
- Incremental revenue: 2,500 x $45 = $112,500
- At 25% contribution margin: $28,125 incremental profit
Moderate scenario (10% conversion lift):
- Additional conversions: 416,667 x 0.012 = 5,000 extra units
- Incremental revenue: 5,000 x $45 = $225,000
- Incremental profit: $56,250
Even the conservative scenario returns 12.5x the $2,250 design investment in year one. The A+ Content stays live indefinitely with no recurring cost.
Common mistakes
- Treating A+ Content as a keyword stuffing opportunity. Amazon does not index A+ Content text for organic search rankings. The purpose is conversion, not keyword density. Write for the shopper, not the algorithm.
- Using low-resolution images. Amazon requires a minimum of 300 DPI for A+ modules. Blurry or pixelated images actively hurt conversion. Invest in professional photography or high-quality renders.
- Skipping the comparison chart module. The comparison table is the highest-performing A+ module for most categories. It lets you cross-sell your own catalog while keeping shoppers from scrolling to competitor listings. Sellers who omit it leave money on the table.