Amazon A+ Content: The Complete Guide to A+ Content That Actually Converts (2026)

Most Amazon A+ Content is a waste of screen real estate. I've reviewed hundreds of A+ Content pages and the pattern is always the same: a brand story nobody reads, stock lifestyle photos with no copy, and a generic "our promise" module that says nothing specific. The brand owner spent $2,000 on design, feels good about how it looks, and it does absolutely nothing for conversion rate.

A+ Content that converts is built differently. After running 10,000+ A/B tests across 50+ brands with $205M+ in total Amazon sales, I can tell you exactly which modules move the needle and which ones are decorative filler. This guide covers the strategy, the execution, and the mistakes that cost sellers money.

What Is Amazon A+ Content?

Amazon A+ Content (formerly Enhanced Brand Content) is a feature that lets Brand Registered sellers replace the standard product description with rich media — custom images, formatted text, comparison charts, and brand storytelling modules.

It appears below the bullet points on desktop and — critically — above the bullet points on mobile. Since 80%+ of Amazon traffic is mobile, A+ Content is often the first detailed content a shopper sees after swiping through your images.

There are two tiers:

• Basic A+ Content: Available to all Brand Registered sellers. Includes 5-7 modules of images, text, and comparison charts. This is what most sellers use.

• Premium A+ Content (A++ or Brand Story): Available to sellers who meet eligibility requirements (typically brands in Amazon's Brand Registry with a published Brand Story). Includes interactive modules, video, hotspot images, and larger module sizes.

Both are free to create. The only cost is the design work to produce the assets.

Does A+ Content Actually Improve Conversion Rate?

Amazon claims A+ Content increases sales by 3-10% on average. In our experience, the range is wider than that — and the median is closer to 0%.

Here's why: the average A+ Content doesn't move the needle because it doesn't do the job it's supposed to do. Generic brand stories and pretty photos don't overcome purchase objections. Shoppers don't buy because your A+ looks nice. They buy because your A+ answers their remaining questions and makes them confident in the purchase.

When A+ Content is built strategically — with comparison charts, objection-handling modules, and specific benefit-proof content — we consistently see 5-15% conversion rate improvement. On a product doing $50K/month, that's $2,500-$7,500 in additional monthly revenue from a one-time content creation effort.

Which A+ Content Modules Actually Convert?

Not all modules are equal. Here's our ranking based on thousands of tests.

Tier 1: High Impact

Comparison Charts

This is the single highest-impact A+ module, and most sellers either skip it or do it badly. A comparison chart lets you control the narrative when shoppers are deciding between your product and alternatives.

Two ways to use comparison charts:

• Compare your products against each other. Show your full product line and let shoppers self-select the right variant. This keeps them within your brand instead of bouncing to competitors.

• Compare your product against category alternatives (without naming competitors). Columns labeled "Our Product," "Budget Option," "Premium Option" let you position yourself without violating Amazon's guidelines.

The key: stack the comparison criteria in your favor. Choose comparison dimensions where your product wins. If your product is more expensive, include "cost per serving" or "durability rating" instead of just "price."

Problem / Solution Modules

Show the pain point your product solves visually. Before/after layouts, "frustration → relief" imagery, or "the old way vs. the better way" framing.

These modules work because they connect emotionally. The shopper sees their problem reflected back and your product positioned as the answer. Much more effective than simply listing features.

Tier 2: Medium Impact

Detailed Benefit Breakdowns

Use image + text modules to expand on your top 3-4 selling points with more detail than bullet points allow. Each module should cover one benefit with a supporting image, a clear headline, and 2-3 sentences of copy.

This works for products where the value proposition is complex or not immediately obvious. Supplements, electronics, and tools benefit most from detailed explanation modules.

Technical Specification Layouts

Clean, scannable spec modules with icons and short descriptions. Best for products where specs matter to the buying decision — dimensions, materials, capacity, compatibility, certifications.

Don't bury specs in paragraphs. Use the module layouts that present specs as a visual grid. Shoppers scanning for specific information need to find it in seconds.

Tier 3: Low Impact (But Not Worthless)

Brand Story Modules

Short, credible brand story can build trust. The keyword is short. One sentence about who you are and one sentence about why you care. Nobody reads a 200-word brand essay on a product page.

A brand story that says "Founded by a veterinarian who couldn't find quality supplements for her own dogs" is more compelling than three paragraphs about your company's mission and values.

Lifestyle Image Banners

Full-width lifestyle images look premium and establish context. But they don't provide new information. Use one for establishing product-in-use context, but don't build your entire A+ Content around lifestyle photos — that's what your image stack is for.

How Should You Structure Your A+ Content Layout?

Here's the module sequence that performs best:

Module 1: Hero Banner with Key Benefit

Full-width image with your primary value proposition as a text overlay. This establishes what the product does and why it matters. On mobile, this is the first thing shoppers see after images.

Module 2: Comparison Chart

Get this high in the layout. Shoppers who scroll to A+ Content are often in comparison mode. Give them the chart before they leave your listing to go check competitors.

Module 3-4: Benefit Breakdown Modules

Two image + text modules covering your top selling points in depth. Include specific data, certifications, or proof points.

Module 5: Problem / Solution or Technical Specs

Either a before/after problem-solution module or a clean spec breakdown, depending on your product type.

Module 6: Social Proof or Trust Signals

Certifications, awards, "as seen in" logos, or customer testimonial callouts. Third-party validation builds purchase confidence.

Module 7: Cross-Sell / Full Product Line

Show related products from your catalog. This captures shoppers who might not convert on this specific ASIN but would buy another product from your line.

What Are the Common A+ Content Mistakes?

Leading with Brand Story

Your customer doesn't care about your founding story until they care about your product. Lead with product value. If the brand story is relevant (e.g., "designed by a physical therapist" for a recovery product), weave it into benefit modules instead of giving it a standalone section.

Text-Heavy Modules

A+ Content is visual-first. Large blocks of text get skipped on mobile. If a module has more than 3-4 sentences, it needs to be broken into scannable chunks with bold headers or converted to an image-based layout.

Generic Lifestyle Photos

Lifestyle photos without text overlays or callouts are decorative. They look nice in a design portfolio but don't communicate anything specific about why someone should buy. Every image should carry a message.

Ignoring Mobile

Preview every module on mobile before publishing. Modules that look balanced on desktop often have text too small to read or images too complex to parse on a phone screen. Since the majority of your shoppers are on mobile, this isn't optional.

Not Testing

Publishing A+ Content and never testing alternatives is like running one ad forever without optimization. Use Manage Your Experiments to test different A+ Content versions. We test A+ Content on every brand in our portfolio and the winning version regularly surprises us — what the brand owner likes best is frequently not what converts best.

Violating Guidelines and Getting Rejected

Amazon has specific A+ Content guidelines that change periodically. Common rejection causes:

• Making unsubstantiated health or safety claims

• Including pricing or promotional information (prices change; A+ Content doesn't update automatically)

• Using competitor brand names in comparison charts

• Including external URLs or contact information

• Using Amazon trademarks (Prime, Alexa, etc.) without permission

Review Amazon's current guidelines before submission to avoid the back-and-forth of rejection and resubmission.

Does A+ Content Help with Amazon SEO?

Yes — increasingly so.

Amazon has begun indexing A+ Content text for search. This means keywords in your A+ Content headers and body copy can contribute to your product appearing in relevant search results. This is relatively recent and the weight is lower than title or backend keywords, but it's an additional indexing opportunity.

More importantly, A+ Content improves SEO indirectly through conversion rate. Amazon's algorithm favors products that convert well. Better A+ Content → higher conversion rate → better organic ranking → more organic traffic. The compounding effect over time is significant.

Basic vs. Premium A+ Content: Which Should You Use?

If you qualify for Premium A+ Content, use it. The interactive modules, larger image sizes, and video capability provide more tools to close the sale.

But Premium A+ isn't a magic bullet. Poorly designed Premium A+ underperforms well-designed Basic A+. The strategy matters more than the tier.

If you only have access to Basic A+ Content, don't stress. A strategically built Basic A+ page with comparison charts, strong benefit modules, and clear messaging will outperform a Premium A+ page with pretty photos and no substance. We've seen it repeatedly.

How Much Does A+ Content Cost to Create?

If you DIY with Canva or basic design tools: effectively free (just your time).

If you hire a professional Amazon A+ Content designer:

• Budget level: $300-$700 per ASIN

• Mid-range: $700-$1,500 per ASIN

• Premium agency: $1,500-$3,000+ per ASIN

The investment typically pays for itself within 1-3 months through conversion rate improvement on products doing meaningful volume. For a product generating $20K+/month, even a 5% conversion lift covers the design cost almost immediately.

Don't cheap out on design for high-volume products. The ROI math is overwhelmingly in favor of professional design when a fraction of a percentage improvement in conversion rate translates to thousands in monthly revenue.

What To Do Next

If your A+ Content was created more than a year ago, or if it's mostly brand story and lifestyle photos, there's almost certainly conversion rate improvement sitting on the table. The modules that worked in 2023 may not be optimal today — competitor listings evolve, shopper expectations shift, and Amazon's best practices change.

Book a free strategy call — We'll review your current A+ Content, compare it against your top competitors, and identify the specific modules and changes that are most likely to move your conversion rate. If you're already doing well, we'll tell you that too.

Hunter Harris is the founder of GigaBrands, an AI-assisted Amazon growth agency managing 50+ brands with over $205M in total Amazon sales.