The Ultimate Amazon A+ Content Guide

On Amazon, where customers can buy almost anything under the sun with a few clicks, brands need a way to stand out. Enter A+ Content: your secret weapon for selling more products online. If your brand has already begun selling via Amazon Seller Central, you’ve probably heard about A+ Content before. But perhaps you haven’t considered what it can actually do for your business. To sum it up in one sentence: Amazon A+ Content offers you a proven way to boost traffic and sales. No brainer, right? As an Amazon seller, you shouldn’t overlook A+ Content. Because even if you can’t write like Hemingway or paint like Picasso, you can create captivating Amazon content that drives purchases. In this article, we’ll cover all you need to know about A+ Content, as well as:

  • Amazon Premium A+ Content
  • A+ Content best practices
  • Amazon A+ Content guidelines
  • Amazon A+ Content templates
  • Good Amazon A+ Content examples
  • How to create A+ Content

What Is Amazon A+ Content?

Amazon A+ Content is enhanced product detail for your Amazon product pages that can take many forms, including high-quality images, comparison charts, video content, FAQs, and more. In our social media-driven world, consumers have come to expect personalized service, top-notch content, and a seamless experience – including when shopping. To meet evolving consumer needs, Amazon has designed A+ Content to help shoppers make more informed decisions. As Jeff Bezos has said, “We’re customer-obsessed;” to win on Amazon, you have to be customer-obsessed, too. Look at  A+ content as your chance to let your brand and products shine. The content should serve as an extension of your website and social media, and you should aim to delight and connect with your customers. Use the space to convey your product’s unique value proposition and give customers a more memorable shopping experience.

The Bug Bite Balm Example

Have a look at the following product page for a bug bite balm. Rich visuals, combined with informative, concise copy, put the product’s benefits on full display.

Now, compare the Nature’s Willow page with that of a competing product that doesn’t have A+ Content.

Amazon A+ Content cost

With no Amazon A+ Content below the fold, the seller loses the chance to win over a customer at the decision stage. Even worse, the shopper may click on a competing product that has more positive reviews. As you can see, if executed correctly, Amazon A+ Content can enable brands to differentiate themselves from competitors, build customer trust, increase conversion rates, and establish long-term brand loyalty. It can even lead to higher rankings on Amazon search engine results pages (SERPs).

What is Premium Amazon A+ Content?

Did you know that you can go beyond A+ Content? Amazon A+ Premium Content, also known as A++ Content, expands a listing page’s usable real estate and offers brands even more features and image capabilities. An Amazon A+ Premium Content listing page may include:

  • Integrated 720p videos up to three minutes in length
  • 16 interactive content modules with HD images (there are 12 Amazon A+ Content templates)
  • Robust, clickable FAQs that educate and address common concerns, and therefore remove any barriers to purchase
  • Interactive content such as video loops and carousel modules, allows customers to see multiple angles of a product quickly
  • Voice-friendly and mobile-friendly product pages that make scrolling and digesting content more seamless
  • Connection with the Alexa System so customers can research your product anytime, anywhere

Unlike A+ Content, which is free, Amazon charges a large fee for Premium A+ Content (well into six figures). Therefore, Amazon A+ Premium Content only makes sense for major vendors who have high revenue and big marketing budgets. For sellers, Amazon A+ Content boasts plenty of features and capabilities. It’s more than enough to win over customers and win on Amazon.

Why You Need Amazon A+ Content

Because without A+ content, you leave money on the table! According to data from Amazon, you can increase your Amazon sales by up to 10% – just by adding A+ Content to your page! Considering how you can use A+ Content to incorporate visuals and copy in an attractive, easy-to-scan way, it’s easy to see why it boosts conversion rates. After all, 65% of humans learn visually, and 90% of the information our brain processes is visual. Moreover, text with imagery gets 94% more views than text without imagery. To put it plainly, if you don’t use A+ Content, many shoppers won’t even take notice of your product details. They’ll click away before they read it (if they even come to the page at all).

Beyond convincing on-the-fence shoppers to purchase, A+ Content can improve other financial metrics. With increased conversion rates and better organic ranking, you’ll enjoy a reduction in advertising cost of sale (ACoS) and an increase in return on advertising spend (ROAS).

How exactly does A+ content achieve all this?

Amazon A+ content allows you to use proven marketing techniques and deliver what shoppers want. You can:

  • Improve the shopping experience: Add beautiful details, images, and even videos. Presentations with visuals are 43% more persuasive, and A+ Content is like a presentation of your product.
  • Tell the product/brand story: Highlight your brand’s history and values, as well as what makes your products unique. This helps establish a deeper connection with your customer. As brand loyalty experts note, the brand story is how you attract folks who believe in your message and will support you over the long haul.
  • Overcome customer purchase barriers: Educate your customers, create comparison charts, and show how your product best addresses pain points. The “Jobs to Be Done” product theory states that consumers buy products to perform a job. By showing what the product does, you can convince the shopper that it’s the right item for them. Take a look at how CushCore, a seller of bike tire inserts, details one of their products below.
  • Increase discoverability: Since conversion rates affect Amazon search rankings, having A+ Content can help SEO, even if Amazon doesn’t index A+ Content yet. It’s worth noting that Google does index A+ Content, so having relevant keywords and live text can also drive traffic from outside of Amazon. Products on the first page of Amazon search results get 80% of the clicks. 60% of those clicks go to the first three listings.

Turn views into sales!

If you want to grab a shopper’s attention on Amazon, then showcase your product through A+ content. Relevant information and beautiful imagery will shine a spotlight on your product and boost sales. What’s also great is that the benefits of A+ Content don’t stop there. Amazon A+ Content can create a positive cycle that continually improves the standing of your product and business on Amazon. For example, since you’ll offer customers a better shopping experience, you have a better chance of getting more positive reviews. Studies show that conversion rates increase as the number of reviews and star ratings of products rise. By using A+ Content to inform your customers about the product, you increase the likelihood that shoppers make the right purchase. In turn, this reduces your return rate (an ROI killer).

Who Can Use Amazon A+ Content?

A+ Content on Amazon is a valuable feature that enhances the product listings for sellers and vendors. To access this feature, your brand needs to be registered on Amazon’s Brand Registry. While this is the primary requirement, there are a few exceptions for emerging brand owners who participate in specific managed selling programs like Amazon Exclusives and Launchpad.

If your brand is not already on the Brand Registry, you’ll need to apply for approval from Amazon. Once your brand is approved, you gain the ability to incorporate A+ Content into your product listings, which can significantly improve their visual appeal and informative content. However, the advantages of Brand Registry extend beyond A+ Content, as it also aids in combatting issues like counterfeit products and unauthorized sellers on the platform. This makes it easier for you to identify, report, and remove problematic listings and unauthorized sales. For more information on Amazon Brand Registry and its benefits, you can refer to our comprehensive guide on the topic.

Steps to Create Amazon A+ Content

When it comes to creating A+ Content on Amazon, you’ll need to decide between two main approaches: “Self-Service” and “Amazon Builds for You.” Each method has its own advantages and limitations.

With the “Self-Service” approach, you retain full control over the content creation process. This means you can manage and customize the images, copy, and other content to align with your brand’s specific vision and message. This level of control allows you to tailor the A+ Content to your brand’s unique needs and style.

On the other hand, the “Amazon Builds for You” approach, which is only available to select vendors, involves uploading content files to Amazon, and they handle the rest of the content creation. While this approach can be more convenient, it comes with limitations in terms of content customization and control. Your ability to make content adjustments and align it precisely with your brand’s identity may be limited.

For these reasons, we strongly recommend the “Self-Service” path for most brand owners. This approach grants you the autonomy to create A+ Content that truly represents your brand and its values, ensuring a more personalized and effective customer experience.

Amazon A+ Content manager

The Self-Service option is your greatest ally when it comes to maintaining creative control of your brand.

Now, let’s discuss how to create A+ Content yourself. On Amazon Seller Central, brand-registered sellers can see the step-by-step process. To begin, head to your ASC homepage. From the Advertising menu, click A+ Content and then Start Creating A+ Content. From there, you can choose among the various Amazon A+ Content templates and start building your content. Note that Amazon has 15 available modules to build your template. This design flexibility enables you to best embody your brand’s voice and style. With each content module, you must adhere to image requirements. For instance, the brand logo should contain one 600 x 180-pixel image. The header image can be 970 x 600 pixels. For a comparison chart, you can have up to five images of 150 x 300 pixels. For full details on Amazon A+ content guidelines for images, see the chart below.

The tough task of creating Amazon A+ Content

Creating effective Amazon A+ Content is a demanding process that requires a combination of expertise, creative skills, and ongoing vigilance. It’s not only labor-intensive but also subject to intricate and ever-evolving rules and regulations on the platform. To achieve the best results with your A+ Content, it’s essential to assemble a talented, well-rounded team.

For visual elements like images, videos, and layout, having a skilled graphic designer or user interface designer is crucial. We’ve witnessed online sellers significantly boost their conversion rates by more than 25% simply by enhancing the quality of their visuals. Thus, having a designer who can create eye-catching and informative visuals is vital.

Equally important is a copywriter who understands how to make your product the hero in your listings. E-commerce copywriting demands precision in language and a deep understanding of customer needs. Poorly crafted or neglected product copy can deter potential buyers. To ensure you retain and convert customers, investing in compelling and accurate product descriptions is a must.

To maximize your success, having an Amazon strategy expert to oversee A+ Content creation and monitoring is invaluable. These experts can assist with strategies such as A/B testing to ensure that your content is optimized for the best possible performance.

If you lack an in-house team with these skills, you may want to consider partnering with an Amazon agency like Kostricani. At Kostricani, our creative team has a proven track record of producing A+ Content that delivers results and converts visitors into customers.

Amazon A+ Content Guidelines and Restrictions

While A+ Content on Amazon offers creative freedom, it’s essential to remember that there are rules and guidelines governing what is acceptable in this e-commerce space. Amazon has established specific criteria for the type of content that is allowed.

In terms of visual content, Amazon may reject images that are blurry, low-quality or contain watermarks. It’s important that any text incorporated into the images is easily readable to ensure a seamless customer experience. Lifestyle images must depict the product in use unless they serve the purpose of conveying the brand’s story. Additionally, Amazon expects fresh and unique photos, and duplicate images may be subject to rejection.

So, while you have room for creativity in your A+ Content, it’s crucial to adhere to Amazon’s regulations to maintain the quality and integrity of your product listings on the platform.

What’s Not Allowed

When it comes to Amazon A+ Content guidelines for written copy, it’s important to be aware of the following restrictions:

  1. Avoid mentions of seller authorizations, like claiming to be the exclusive source for authentic products.
  2. Refrain from including warranties, satisfaction guarantees, or references to off-Amazon refunds and returns in your content.
  3. Avoid using promotional pricing terminology such as “cheap,” “free,” or “affordable,” as well as language that encourages immediate purchases, like “get yours now.”
  4. Do not mention shipping details like “free shipping.”
  5. Avoid using copyright, trademark, or registered symbols in your content.
  6. Steer clear of boastful language, such as claiming to be the “#1 product on the market.”
  7. Avoid time-sensitive language that creates a sense of urgency, such as “on sale for a limited time.”
  8. Limit third-party quotes to a maximum of two, and ensure they come from known public figures or well-known publications.
  9. If discussing product awards, provide a reference or disclaimer.
  10. Do not include links or language that attempts to direct shoppers to other websites or provide customer service phone numbers.
  11. Avoid using text in all caps or excessive punctuation errors.

Additionally, Amazon takes measures to block unverified claims, especially concerning health products in the health category, which require an FDA disclaimer. For a comprehensive list of prohibited product claims, you can refer to Amazon’s guidelines. Keep in mind that Amazon A+ Content guidelines can vary by product category, so it’s essential to review category-specific requirements and selling policies before creating your content. For instance, Amazon has specific guidelines and policies for adult products, which should be adhered to when creating A+ Content in that category.

Amazon A+ Content Best Practices

When implementing A+ Content on Amazon, it’s strategic to prioritize certain products for the most significant impact:

  1. Begin by focusing on your top-selling products. These items are already popular and have a high level of visibility, making them excellent candidates for A+ Content, which can further enhance their appeal and conversion rates.
  2. Pay special attention to products with larger profit margins. By optimizing the content for these items, you can maximize your return on investment and potentially increase revenue more substantially.
  3. Prioritize products that are currently receiving marketing support. Investing in A+ Content for these products can complement your marketing efforts and lead to a better return on investment. The synergy between marketing initiatives and enhanced product listings can be highly effective in driving sales.

By targeting your top-sellers, high-margin products, and those you’re actively marketing, you can make the most of A+ Content and its potential to boost your overall sales and profitability on the Amazon platform.

By focusing on creating A+ content for top-selling items, Craft put itself in a position to achieve a higher conversion rate and get the best possible ROI.

The reason for this strategy is simple math. Consider these two examples:

  1. Your top-selling product has a 10% conversion rate and generates $100,000 in annual sales. After creating stellar A+ Content, the conversion rate rises to 15%. As a result, that product’s annual sales will increase to $150,000.
  2. You focus on boosting sales of one of your slower-selling products. Let’s say it generates $10,000 per year with a 5% conversion rate. After creating stellar A+ Content, the conversion rate rises to 10%. As a result, that product’s annual sales will increase to $20,000.

In example one, you achieve revenue gains of $50,000. In example two, you achieve revenue gains of $10,000.Clearly, it makes sense to focus your marketing efforts and resources on the products that move the needle the most.

Tips for Creating Enhanced Brand Content

As you begin, here are the best practices for Amazon A+ Content to keep in mind:

  • Make sure the content is easy to read and absorb.
  • Include a variety of product images.
  • Incorporate the most searched category keywords in your copy.
  • Emphasize your product’s unique selling point.
  • Pair your descriptive text with images.
  • Be consistent in design and copy. Your A+ content is an extension of your brand and should adhere to your style and copy guidelines like any other communication.
  • Read customer reviews. To check this quickly, reference the “Read reviews that mention” section above the reviews (the image below is of a face cleanser).
read reviews before making EBC content
  • Share consumer comments. If shoppers praise certain products or features, use your A+ Content to give those accolades some extra attention and punch.
  • Leverage banners to grab the shopper’s attention.
  • Utilize charts.
  • Study and learn from competitors
  • Proofread and review as Amazon’s approval process can take up to a week.
  • Manage your experiments and optimize content based on A/B testing data.

How Much Does Amazon A+ Content Cost?

Amazon A+ content is free. Yes, you read that right. You can gain an advantage over your competition without having to make a financial investment. Even better, Amazon makes it super easy to add this feature to your brand’s listings. Still, you may decide that creating A+ Content yourself isn’t best for your e-commerce business or isn’t the best use of your time. Having a talented internal team or expert Amazon partner agency do the work will cost money. But it should pay off more in the end.  At Amify, for example, we partner with brands and help them create A+ Content that converts. Even with a brand’s investment in us, our expertise can lead to better ROI than if the brand worked alone. That’s because we help navigate the complexities of Amazon Seller Central and go the extra mile to maximize conversions with A+ Content.

Good Amazon A+ Content Examples

So that you can better imagine how A+ content can help your brand, look at some of our Amazon A+ Content examples below. Think of how that sort of content could convince your customers to click “Add to Cart”. The following Amazon A+ content example comes from Topo Athletic, a shoe company. Shoppers would find this content “below the fold” of an Amazon product page, usually beneath the section titled, “From the Manufacturer.”

A lifestyle image, accompanied by concise text and informative graphics, highlights the benefits of these trail running shoes in a visually appealing way.

Below, you’ll see an Amazon A+ Content example that shows how brands can use the feature to provide technical details and educate consumers on how to use the product.


Aquamira, a maker of water purification products, utilizes A+ Content space to alleviate customer concerns about how their product works.

Do you now realize how clean, colorful design and informative content can capture the attention of shoppers and make them more likely to buy? This is the power of A+ Content.

Is A+ Content Worth the Investment?

Though you don’t have to pay anything to post A+ content, you do have to invest time and resources (and pay staff). When considering whether to create A+ content, ask yourself:

  • How much revenue does this product ASIN generate?
  • For ASINs that generate lots of revenue, it’s certainly worth the investment. A 10% increase in revenue for a product that generates $300,000 per year is $30,000 more back into your business!
  • Do competitors have A+ content?
  • If better-performing competitors have A+ content, you should create your own to raise your product’s competitiveness. If other competitors don’t, A+ content can be a way to differentiate your product and become the market leader.
  • What is the product category?
  • Amazon often places product comparisons for categories. To avoid customers clicking on a competing product in the comparison chart, you can use A+ content space to create your own comparison chart. This enables you to showcase other products in your line, and guarantee the customer stays in your “store.”
  • How complex is the product?
  • If you’re selling something like heat guns, then A+ content gives you space to explain technical specs, highlight features and functions, and show how the product works.

If you want the best results, find an expert Amazon partner agency to create A+ content. Choose wisely by partnering with an agency that’s committed to your success. For instance, at Amify, we make sure investing in A+ content is worth it for you by aligning your success with ours. This helps ensure you produce the best possible content and boost conversion rates and revenue.

Settle for Nothing Less than an A+

If you’re interested in learning more about A+ Content, the video below is an excellent place to start. And as you dive in, don’t be intimidated by how much time and energy it might take to produce this new content for your brand store!