Here is a claim I will defend to anyone: most Amazon A+ content actively loses sales. Not "could do better." Loses them.
I audit listings for a living, and the pattern repeats. A seller spends a weekend building gorgeous banners, hits submit, feels great, and then never looks at the conversion number again. A client came to me last quarter convinced his A+ was a win because it "looked premium." On a phone, where most of his buyers actually shopped, the text was a blur and the buy reason was buried four modules down. The page was pretty. It was also a wall a shopper had to climb over.
That is the trap. A+ content is treated like decoration when it is the closing pitch.
Amazon's own numbers say strong A+ content can lift conversion by 3% to 10%, and good Premium A+ goes higher. But the lift is not in the existence of A+. It is in what you put in those modules and the order you stack them.
This guide shows you how to build Amazon A+ content that sells, module by module, in the order that actually converts. Let's turn your detail page into a real sales page.
TL;DR
- A+ content is your free conversion tool: brand-registered sellers get it at no cost, and it can lift conversion 3% to 10% when done right.
- It replaces the plain product description: the old text block disappears and your image modules take over the middle of the page.
- Most A+ fails on mobile: 70%+ of shoppers are on phones, so text-heavy modules and tiny fonts kill your results.
- Structure beats decoration: lead with the hero benefit, answer objections, then add a comparison chart and a brand story, in that order.
- Premium A+ is worth it: video, hover hotspots, and interactive modules can add another conversion bump for top ASINs.
- A+ is not optional for serious brands: if your hero ASINs still run plain descriptions, you are handing the click to a competitor with a better page.
What Amazon A+ Content Actually Is
A+ content is the rich image and text section in the middle of your product page.
It replaces the plain product description. Instead of a wall of grey text, you get image modules, comparison charts, and branded banners. Brand Registry sellers create it for free inside Seller Central.
People mix up a few terms here, so let's keep it clean:
- A+ content: the standard brand content modules. Free for any Brand Registry seller. This is what most of this guide covers.
- Premium A+ (A++): the upgraded version with video, hover hotspots, image carousels, and larger modules. Free now for many sellers who meet the criteria.
- The Brand Store: a separate multi-page storefront. Related, but not the same as A+ on a single listing.
A+ content lives on one ASIN's detail page. That is the difference. It is the part of the page that does the convincing after the main image earns the click.
A+ Content vs Premium A+ vs Brand Store, at a glance:
| What it is | Best for | |
|---|---|---|
| A+ Content | Standard brand content modules: image and text blocks plus a comparison chart. Free for any Brand Registry seller. | Every ASIN you own. The baseline every serious listing needs. |
| Premium A+ (A++) | The upgraded version with video, hover hotspots, image carousels, and larger modules. Free now for many qualifying sellers. | Proven hero ASINs that already convert and earn the extra effort. |
| Brand Store | A separate multi-page storefront, not tied to a single listing. | Showcasing your full catalog and giving ads a branded landing page. |
Why Most Sellers Get A+ Content Wrong
A+ content is a sales pitch. Most sellers build a brochure instead.
I have fixed enough of these to know the failures come in a set. Here are the mistakes I see on listing after listing, in rough order of how much they cost you:
- They lead with the brand story: nobody cares about your founder journey before they trust the product. Benefits first, story later.
- They ignore mobile: modules look great on desktop and turn into tiny unreadable text on a phone, where most of your traffic lives.
- They use stock photos: generic images scream "low effort." Shoppers can smell it, and it lowers trust.
- They write paragraphs: long blocks of text get skipped. A shopper scans your A+ in seconds, not minutes.
- They forget the comparison chart: this single module often does the most work, and half of sellers skip it.
- They never test it: they publish once and never check the conversion rate before and after.
See the pattern? Every one of these is fixable. A+ content is the cheapest conversion lever you own, and most sellers pull it wrong.
Your main image earns the click. Your A+ content closes the sale. If you have not fixed the click side yet, start with our guide on the Amazon main image and click-through rate, then come back here.
How to Know If Your A+ Content Is Failing
Run this 30-second check. Say yes to any of these and your A+ content is leaking sales:
- Mobile test: open your listing on your phone. Is the A+ text readable without zooming? If not, it is failing most of your traffic.
- No comparison chart: scroll your page. If there is no module comparing your products or comparing you to alternatives, you are missing the highest-converting block.
- Story first: if the first thing a shopper sees is your founder story, your order is backwards.
- Stock photos: if any module uses a generic image you did not shoot, it is hurting trust.
- Flat conversion: your conversion rate has not moved since you added A+ content. That means the content is decoration, not persuasion.
One yes is enough. Now let's check what to fix first.
What to Check First
Do not rebuild everything at once. Start with the cheapest, highest-impact checks first.
1. Check mobile rendering
Open the listing on a real phone. Not the desktop preview, an actual phone in your hand. Seller Central shows a mobile preview when you build A+, but a live device is the truth. If text is tiny or modules stack badly, that is your number one fix. Everything else waits.
In Seller Central: Advertising > A+ Content Manager > open a module > toggle the Desktop / Mobile preview to check how it renders on a phone.
2. Check your module order
Read your A+ top to bottom like a shopper. The first module should hit the single biggest benefit. If it leads with anything else, reorder it before you touch anything fancy.
3. Check for a comparison module
If you do not have one, this is your fastest win. A comparison chart helps shoppers self-select and answers "which one do I buy" without leaving the page.
How to Build A+ Content That Sells, Step by Step
Here is the exact order. Follow it top to bottom.
Step 1: Open A+ Content Manager
Go to Seller Central, then Advertising, then A+ Content Manager. Click Start creating A+ content. Pick Basic (free) or Premium if you qualify. Name the content something you will recognize later, like "ASIN-Hero-V2."
Step 2: Lead with the hero benefit module
Your first module is the most important. Use a full-width image with a short headline that states the single biggest reason to buy.
Keep the headline under 10 words. Show the product in use, not on a white background (you already have white-background shots in your main image slot). This module sets the tone for the whole page.
Copy-paste hero headline formula:
Reusable hero headline formula you can steal: "[Biggest Benefit] Without [Common Pain Point]." Example: "All-Day Energy Without the 3pm Crash." Short, benefit-first, instantly clear.
Step 3: Answer the top 3 objections
Add 2 to 3 image-and-text modules that each kill one buying objection. Think "too complicated," "won't fit," "is it safe." Each module gets one objection, one supporting image, and 2 to 3 short lines of text.
Do not write paragraphs. A shopper scans. Use bold mini-headlines so they catch the point in a glance.
Step 4: Add the comparison chart module
Use the built-in comparison table module. List your own product range so shoppers pick the right size or variant. Or compare your product against the generic "old way" of solving the problem.
Keep it to 4 to 6 rows. Use checkmarks, not long sentences. This single module often carries the biggest conversion lift on the page.
Step 5: Add the brand story last
Now you can tell your story. Put it near the bottom, where a shopper who is already interested goes deeper. Use the dedicated Brand Story module if you have it, since it appears across your catalog and links to your store.
Keep it human and short. One paragraph, one real photo, one clear promise.
Step 6: Optimize every image for mobile
Before you submit, flip the editor to mobile preview. Any text baked into an image must be large enough to read on a phone. Keep critical words in the module's text field, not inside the image, so they stay sharp and accessible.
Then click Submit for approval. Amazon reviews A+ content in roughly 24 hours to 7 days. Once approved, it goes live on the ASIN.
Step 7: Apply it to every ASIN in the family
In A+ Content Manager you can apply one content set to multiple ASINs. Do it for every variant in the family so the whole listing looks consistent and converts the same way.
If building this across a full catalog feels like a lot, that is normal. We build and test A+ at scale, and our Amazon enhanced brand content service exists for exactly this.
How to Keep Your A+ Content Winning
Publishing A+ content once is good. Treating it as a living asset is what actually grows sales. This is the strategic part most sellers skip.
- Track conversion before and after: note your conversion rate the week before you publish and the two weeks after. If it did not move, the content is decoration, not persuasion.
- Refresh hero ASINs every quarter: your best sellers earn a fresh look at their A+ every 90 days. Test a new hero headline and watch the numbers.
- Match A+ to the listing copy: your A+ benefits should echo your title and bullets. A page that says one thing in text and another in images confuses shoppers. Keep them aligned with your Amazon listing optimization work.
- Upgrade winners to Premium A+: once an ASIN proves it sells, add video and hotspots. Reserve the extra effort for ASINs that earn it.
- Audit mobile after every Amazon update: Amazon changes how modules render. Re-check your top listings on a phone every few months.
A page that sells is not luck. It is a system you test and refresh. That system is the gap between a brand that compounds and one that coasts.
FAQs About Amazon A+ Content
Is Amazon A+ content free?
Yes, standard A+ content is free for any seller enrolled in Brand Registry. Premium A+ is also free now for many sellers who meet Amazon's criteria, which usually includes having approved standard A+ and a Brand Store. You only pay if you hire someone to design it.
Does A+ content actually increase sales?
Yes. Amazon reports A+ content can lift conversion by 3% to 10%, and strong Premium A+ can push higher. The lift depends on quality, so a well-structured page with a comparison chart beats a page of pretty banners.
How long does A+ content take to get approved?
Usually 24 hours to 7 days after you submit. Most approvals land within a couple of days. If it gets rejected, Amazon names the reason, often a claim word or an image with too much text, and you fix and resubmit.
Can I use A+ content on every product?
You can apply A+ content to any ASIN you own under Brand Registry. You can also reuse one content set across a whole product family at once, which keeps a variation listing consistent and saves you hours.
What is the difference between A+ content and Premium A+?
Standard A+ gives you image and text modules and a comparison chart. Premium A+ adds video, hover hotspots, image carousels, larger modules, and interactive features. Premium converts higher, so use it on your proven hero ASINs first.
Why is my A+ content not showing on the listing?
It can take a few hours to appear after approval. If it still does not show, check that the content is applied to the right ASIN and that no competing A+ from another contributor is overriding it. A brand owner's content usually takes priority.
Turn Your Detail Page Into a Sales Page
Your A+ content is the cheapest conversion lever you own. Every day it sits as decoration instead of a sales pitch, you lose orders you already paid to attract.
Most of the time you can fix it yourself. Open A+ Content Manager, lead with the hero benefit, kill the top objections, add a comparison chart, and check it all on mobile.
But some brands have 50, 100, or 500 ASINs, and rebuilding A+ across a catalog while testing what actually converts is a real project. That is the part we run for clients every week, and we tie it to live conversion data so you can see the lift.
If you want a second set of eyes on whether your A+ content is selling or just sitting there, get a free Amazon audit from AVA INC. and we will tell you exactly what is costing you conversions and how to fix it.