If you're a brand registered on Amazon and you're still using the default product description field, you're leaving a meaningful conversion opportunity untouched. Amazon A+ Content replaces that plain text block with a set of visual modules: comparison charts, lifestyle images, feature highlight sections, and structured copy laid out to tell your product's story rather than just list its attributes. It's been available since 2013, and brands that use it consistently see better conversion rates than those that don't, which is Amazon's way of saying "please do this."
There are two tiers: Basic A+ and Premium A+. Basic A+ is available to any seller or vendor enrolled in Amazon Brand Registry at no additional cost. Premium A+ is available to Brand Registry members who meet additional eligibility thresholds and unlock it through Amazon's qualification pathway.
Both tiers use the same module-based editor in Seller Central or Vendor Central, but Premium A+ offers more module types, interactive elements, and a wider content canvas. If you want the full breakdown of what Premium A+ involves, we've covered it in detail separately.
What A+ Content Does (and Doesn't Do)
A+ Content doesn't replace your title, bullets, or backend keywords. Those fields still do the indexing work and drive your search placement. What A+ Content does is convert shoppers who've already clicked through to your detail page.
Once someone is on your listing, they've passed the hardest part. The question is whether your page gives them enough confidence to buy. A+ Content is designed to answer that question with more visual depth than a paragraph of plain text can provide.
Amazon's own data shows that A+ Content can increase conversion rates and reduce return rates. The conversion lift varies by category, product complexity, and how well the modules are executed. A product with high visual appeal in a competitive category tends to see a larger lift than a commodity product where price is the primary driver. Returns drop when customers have a more accurate picture of what they're buying, which is a reason to think of A+ Content as a customer expectation tool as much as a conversion tool.
One thing A+ Content doesn't do is boost your organic search rank directly. Amazon has confirmed that the text inside A+ modules is not indexed for keyword search. That's a common misconception worth clearing up early.
Your keyword strategy lives in the title, bullet points, and backend search terms. A+ Content operates downstream of discovery; it influences what happens after the shopper finds you.
The Module Structure: What You're Working With
Basic A+ Content gives you access to a set of standard modules that you arrange in a vertical stack on the detail page. The modules include text-and-image combinations in various layouts, comparison charts, Q&A sections, and full-width image panels. You build the layout in the A+ Content Manager inside Seller Central, preview it before submission, and submit for Amazon's review. The typical review time is seven business days, though it's often faster.
Each module has specific image dimension requirements and character limits. The most common mistake brands make at the module level is treating A+ Content as a second set of bullets. The modules work best when they do something the bullets can't: show the product in context, demonstrate use, address common objections visually, or compare variants in a way that helps the shopper choose. A module that just restates the bullet points in a larger font isn't adding value; it's adding space.
Comparison charts deserve special mention. They're one of the most effective modules in the Basic A+ set because they let you display your product family in a single table, with checkmarks, ratings, or feature indicators. A shopper who's choosing between your 12-oz and 24-oz version, or your standard and premium SKU, can make that decision on your page instead of navigating away to compare.
That reduces exit rate and keeps the purchase in your catalog. You can explore more on our Amazon brand management services page.
How to Build A+ Content That Works
The best A+ Content follows a loose narrative structure. The first module does the heavy lifting: it establishes the product's core identity and the primary reason a shopper should buy it. Middle modules add supporting detail: materials, dimensions, use cases, brand story, or compatibility information. The final module often handles objections or reinforces confidence, whether through a comparison chart, an FAQ layout, or a lifestyle image that shows the product in the hands of the right customer.
Photography matters more than most brands expect. Amazon's module dimensions are specific, and images that aren't built to those specs get cropped, compressed, or flagged. The standard for Basic A+ modules is a minimum of 970 pixels wide for most panel types, with specific height requirements depending on the module.
Images shot for social media or your website rarely map cleanly to A+ module dimensions without a dedicated crop. If your creative team isn't briefed on Amazon's specs before a shoot, you'll spend more time reformatting than creating.
Copy inside A+ modules should be tighter than you think. You have character limits, and readers on a product page are scanning, not reading. Lead with the benefit, follow with the detail, and cut anything that doesn't help the shopper make a decision.
Amazon's own style guidelines recommend avoiding promotional language, superlatives, and vague claims. "The best coffee grinder on the market" doesn't belong in A+ Content. "Conical burr grind in 18 size settings from Turkish to French press" does.
Keeping Your A+ Content Current
A+ Content isn't a one-time project. It needs to be revisited when your product changes, when your category evolves, or when Amazon introduces new module types that improve on what you have. Premium A+ modules, for example, have expanded significantly since the format launched, and brands that built their Basic A+ content years ago may find that new module options tell the story better than the layout they're currently using.
It's also worth checking your A+ Content after any Amazon policy update that affects product claims. Amazon's review team evaluates A+ submissions against its content policies, and what passed review two years ago may get flagged today if the policy language has tightened. Categories with sensitive claims, including health, wellness, electronics, and children's products, tend to see the most enforcement activity. A content audit is a low-cost way to stay ahead of a suppression notice.
If you want a second set of eyes on your current A+ Content, or you're building it from scratch and want to get it right the first time, we're glad to help. Schedule a call and we'll review your top ASINs and put together a module strategy that fits your catalog and your category.
For a broader look at Amazon brand strategy, visit our Amazon brand management services page. If you want to go deeper on what's possible at the Premium tier, our post on the complete guide to Amazon Premium A+ Content covers every module and spec in detail. For hands-on execution support, take a look at our Amazon content and listing optimization services.