Amazon A Plus Content Guide Standard and Premium Explained

Amazon A+ Content is a free feature for Brand Registry-enrolled sellers that replaces the plain product description with rich modules (lifestyle images, videos, comparison charts, hotspots). There are three tiers: Basic A+ (up to 5 modules), Premium A+ (7 modules with larger images, video carousels, hotspots), and Brand Story (19 modules in a carousel). Amazon's data shows A+ Content lifts conversion 3-10%, averaging around 5.6%. What is Amazon A+ content worth? Often the highest-ROI listing change available.

TL;DR

What is Amazon A+ Content?

Amazon A+ Content, formerly Enhanced Brand Content (EBC), is a Seller Central tool that replaces the standard 2,000-character text description with visual modules: lifestyle images, infographics, HD video, comparison charts, and brand storytelling blocks. It appears under "Product Description" on the PDP, above customer reviews (Source: Salsify).

Regular listings cap text at 2,000 characters with no images. A+ removes both limits and lets the page do its actual job: communicate value, build trust, and sell the transformation rather than the spec sheet.

Amazon A+ Content: Basic vs Premium Comparison

The three tiers each serve a different purpose. Basic and Premium replace the description; Brand Story sits separately in "From the Brand" above. Premium is additive — Premium brands still use Basic too.

Image data and module counts via Jungle Scout; placements via Salsify.

Who is Eligible for Amazon A+ Content?

Eligibility for amazon a plus content depends on the tier.

·       Basic A+ and Brand Story. Brand-registered third-party sellers on the Professional plan, plus all vendors. Brand Registry requires an active trademark and an enrolled brand owner application.

·       Premium A+. Per Amazon Seller University, brands must (a) publish Brand Story on all ASINs they hold brand rights for in the country store, and (b) have at least 15 pieces of Basic A+ approved in that store within the last 12 months (Source: Salsify).

·       Not eligible. Books, music, and DVD categories. Vendor-published A+ in the "From the Manufacturer" section can also block seller submissions on shared ASINs.

How to Create Amazon A+ Content (Step by Step)

The creation flow is straightforward. The variation is in module selection and copy.

·       Step 1. In Seller Central, go to Advertising > A+ Content Manager.

·       Step 2. Click "Start creating A+ Content" and choose Enhanced Product Description or Brand Story.

·       Step 3. Name the content set and select language. A+ Content only displays in the chosen language.

·       Step 4. Add modules. Basic allows up to 5 (Amazon's stated limit) though the tool permits up to 7. Premium allows 7 from 19 module types.

·       Step 5. Apply to one or more ASINs. A single A+ asset can be reused across a variation family.

·       Step 6. Submit for approval. Review takes up to 7 business days; approved content goes live within 24 hours (Source: Salsify).

Amazon A+ Content Examples Worth Studying

Strong amazon a+ content examples share three traits: they tell a brand story, answer questions the reviews are already asking, and stay clean enough to scan on mobile.

·       Papier (stationery). Uses a "reasons to love the brand" module plus videos showing the product in use. Reinforces ethical-sourcing positioning.

·       Fishwife (tinned fish). Colorful, recipe-driven layout matching the brand's website aesthetic. Recipe modules help shoppers visualize the product in use.

·       Graza (olive oil). Testimonial videos plus origin-story context. Useful pattern wherever provenance is part of the value (Source: Salsify).

The common thread isn't budget. It's that each brand uses A+ to answer a real customer question, not to repeat what's already in the bullets.

Benefits of Amazon A+ Content

Amazon's data puts the conversion lift at 3-10%, averaging 5.6% (Source: Jungle Scout). Premium A+ can lift sales by up to 20%, and brands using Manage Your Experiments for A/B testing report up to 25% improvement (Source: Assureful).

·       Higher conversion at the same traffic - the largest single benefit. A 5% conversion lift compounds with any traffic source.

·       Lower return rates - clearer detail means fewer mismatched purchases.

·       Better organic rank over time - higher conversion velocity feeds Amazon's algorithm.

·       Lower effective ACoS on PPC - the same ad clicks convert more often, dropping ACoS without touching bids. Tools like atom11 surface this lift as a retail signal in bid decisions.

·       Cross-sell exposure - comparison chart modules link directly to other ASINs in the catalog.

Amazon A+ Content Best Practices

·       Answer questions the reviews are already asking. The fastest path to a conversion lift is insulating against the most common objection on the listing.

·       Design for mobile first. Most Amazon traffic is mobile, and on mobile A+ Content appears before the bullets. Preview both views before submitting.

·       Use the comparison chart module aggressively. It links to other ASINs and adds Shoppable add-to-cart functionality on Basic A+.

·       Avoid claims that trigger rejection. "Best-selling," "guarantee," competitor names, trademark symbols, and external links will delay or block approval.

·       Keep the old text description intact. Amazon still indexes the hidden text for keywords even when A+ replaces it visually.

How to Test and Optimize Your Amazon A+ Content

Manage Your Experiments is Amazon's built-in A/B testing tool, available to Brand Registered sellers with high-traffic ASINs and published A+. It tests two versions head-to-head across up to 500 ASINs.

Beyond the platform tool, watch:

·       Unit Session Percentage - Amazon's conversion metric (units sold ÷ sessions). Baseline before launching A+, then measure 2-4 weeks after.

·       Return rate - A+ that does its job should reduce returns by setting clearer expectations.

·       ACoS shift on the same campaigns - if A+ improved conversion, the same spend generates more revenue per click, dropping ACoS.

Conclusion

Amazon A+ Content is the highest-leverage listing improvement most brands have available, often outweighing PPC tweaks in conversion impact. Start with Basic, build toward Premium eligibility, treat A/B testing as ongoing, and the compounding effect on ACoS and organic rank does most of the work.

FAQs

What is Amazon A+ Content?

Amazon A+ Content is a free feature for Brand Registry-enrolled sellers that replaces the plain product description with image, video, and rich-text modules. It comes in three tiers: Basic A+, Premium A+, and Brand Story.

Is Amazon A+ Content free?

Yes. All three tiers are free for eligible brands as of 2026, though Amazon has signaled it may charge for Premium A+ in the future.

How long does Amazon A+ Content approval take?

Up to 7 business days for review. Approved content goes live on the store within 24 hours.

Does Amazon A+ Content help with SEO?

Not on Amazon directly. A+ text and alt tags aren't indexed in Amazon search, but Google indexes them, which can drive external traffic.

What is the difference between A+ and Premium A+?

Basic A+ allows 5 modules with 970x300 images. Premium A+ allows 7 modules with 1464x600 images, video carousels, hotspots, and Q&A modules. Premium typically lifts sales 20% vs Basic's 3-10%.

How much does A+ Content increase sales?

Per Amazon data, A+ Content lifts conversion 3-10%. Premium A+ can add up to 20%, and A/B-tested A+ via Manage Your Experiments can add up to 25%.

Can I use A+ Content on every product?

Almost. A+ Content isn't available for books, music, or DVD categories. Sellers also can't add it if a vendor has published in the "From the Manufacturer" section.