Amazon A+ Content: Definition, Best Practices & Examples

By Tinuiti Team

In the competitive realm of ecommerce, where countless products clamor for consumer attention, establishing a distinctive brand presence is crucial for success. This is where Amazon A+ Content comes in, offering brands a unique opportunity to elevate their product listings and captivate shoppers in a visually engaging and informative way. A+ Content integrates detailed product descriptions, rich images, charts, and more to help customers make informed buying decisions.

With its host of powerful features, A+ Content empowers brands to go beyond the standard product description, unleashing a variety of benefits that enhance brand visibility, customer trust, and ultimately drive sales. In this article, we’ll explore why utilizing A+ Content is critical for Amazon sellers and delve into some of the top advantages it brings to the table.

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What is Amazon A+ Content?


Exclusively available to registered brand owners, A+ Content is a powerful tool that allows you to craft a compelling narrative, foster customer loyalty, and potentially boost sales. By leveraging rich content, A+ Content enables you to showcase your brand’s unique story and educate customers about your product’s distinctive features. With its ability to showcase enhanced product images and customize text placements on the product detail page, A+ Content empowers you to highlight what sets your brand and products apart from the competition. 


Features of Amazon A+ Content


Amazon A+ content allows brands to incorporate images and text into a variety of content modules to enhance a shopper’s experience including:






Example of A+ content for Honest Company
Source: Amazon – Honest Company


Where does A+ Content appear?


Basic or Premium A+ content and A+ Brand Story content submitted by sellers shows in the product description and in the “From the Brand” section on the detail page. The “From the Manufacturer” section of the detail page is reserved for A+ content from retail vendors.


What does Amazon A+ Content look like?


As we mentioned, A+ content can consist of a variety of modules including enhanced product imagery, custom headers, product descriptions, product comparison charts, and more. Below is an example of A+ content detail page for Amazon Echo:

Example of A+ content for Amazon Echo
Source: Amazon


What is Amazon Premium A+ Content?


While the option for brands to use basic A+ content is free, Amazon’s premium A+ content offering usually comes with a premium price tag. Luckily for brands, in August 2022, Amazon announced that Premium A+ is available for free during a promotional period. Premium A+ content includes additional modules like:



By utilizing these additional features, brands can showcase their product(s) to potential buyers at an even deeper level. 


Example of Premium A+ content features
Source: Seller Central


Check out Amazon’s eligibility criteria to see if you qualify for Premium A+ Content. You’ll qualify if… 




Who Can Create Amazon A+ Content?


Much like Amazon Premium A+ content, regular A+ content also has eligibility requirements. The first step in the process is to ensure that your brand is registered with Amazon’s Brand Registry Program. Being a part of the Brand Registry Program gives you access to a suite of tools designed to protect your brand.


According to Amazon, to be eligible for Amazon Brand Registry, you’ll need:


How Much Does Amazon A+ Content Cost?


“Basic” A+ content on Amazon with 12 standard modules to choose from is currently free. It may be free, but it’s important to keep in mind that there is the additional cost of creating the content, whether that’s in house with your team or with an Amazon advertising agency that offers A+ content creation.

While basic A+ Content is complementary for sellers, Premium A+ Content comes with a fee. Sellers can expect to pay about $100,000 to $250,000 per product detail page. However, Amazon is currently offering a promotion where vendors can try Premium A+ Content for free for an undefined period of time.


How to Create Amazon A+ Content 


1. Log into Vendor Central and hover over the “Merchandising” menu then select “A+ Content Manager” or log into Seller Central and hover over the “Advertising” menu then select “A+ Content Manager”.

Example of A+ content seller central
Source: Amazon


2. Start creating A+ Content by either searching for an ASIN or product name or “Start creating A+ Content” and initiating the A+ Content workflow.


3. Choose between Basic Enhanced Product Description or Brand Story modules:




Hot tip: Amazon recommends you create both Basic A+ Content and Brand Story content to maximize your brand’s presence on the detail page.


4. Create a ‘Content Name’ under ‘Content Details’ to uniquely identify the content. During this step, make sure to select the intended language of the A+ content as it’s required. 


5. Select your modules 

In this step, you’ll have the opportunity to add one or more modules to create your desired style. You can reorder/remove modules, add text and images, and preview content before submitting. Check out a few of the modules you can incorporate into your A+ Content or Premium A+ Content below:


A+ Module sample
Source: Amazon


Premium A+ Module sample
Source: Amazon

6. Apply your ASINs and submit your changes

During this step, it’s time to associate one or more of your ASINs with your newly created content. You can do this by either searching for an ASIN within your catalog to apply the content or you can use the bulk upload feature to apply the content to a larger number of ASINs in your catalog. 

But, the big question is – how do you decide which ASIN to create A+ content for?

Amazon suggests vendors focus on products that are premium priced, have differentiated benefits and features, or have a strong brand story. Focus on products you’re already driving traffic to (for example, a Black Friday campaign) to ensure all the traffic you are generating is seeing the best detail page possible.

Once you’ve applied the content to your ASINs and submit your changes, your content will go through an approval process and get published.


The Benefits of Using Amazon A+ Content


With A+ content, you have the ability to stand out from the competition all while giving shoppers more information about your product and brand. But what are the other benefits? Let’s look into the top benefits of using Amazon A+ Content.

“Detailed product listings with A+ Content is a highly effective strategy for boosting customer confidence, allowing shoppers to make informed purchasing decisions which can eventually increase engagement and conversion rates.”


– Pooja Lakhani, Associate Account Manager, Retail Operations at Tinuiti 


Increase conversions 


 According to statistics, A+ Content can increase sales by 3 to 10%. By educating consumers about your product and brand through this additional content, you’ll have a better chance of conversion in the long run.


Highlight product features and benefits


When you use A+ content to your advantage, you can highlight product features on a deeper level so consumers know exactly what they are buying at the forefront. A+ content also gives brands the opportunity to highlight product benefits and unique differentiators to stand out in the marketplace. 


Capture shopper attention


With eye-catching imagery on display, A+ content captures shopper’s attention much more effectively than if you were to have a plain product detail page. 


Reduce product returns 


A+ content helps consumers make more informed purchasing decisions reducing the amount of returns you receive.


Reduce negative reviews 


Customer reviews are everything in the online shopping world. When used properly, A+ content can proactively answer shoppers’ questions so they know they are receiving the right product for their needs, in turn, reducing the possibility of negative reviews. 


Flaunt your brand


A+ content can show off your brand story by using rich imagery, text, and additional modules. Image headers and video (Premium A+) can showcase your product in use and users can get a real feeling for both your product and brand.


Amazon A+ Content Guidelines


There are a variety of Amazon A+ content guidelines that you’ll need to keep in mind when creating your A+ content so you can ensure approval. Some of the major guidelines include:


  1. Supported image file types include: .jpg, .bmp, and .png in the RGB colorspace
  2. The use of animated images (for example, .GIF) is not allowed
  3. The use of blurry or low-quality images and images is not allowed
  4. Brands cannot mention awards received more than 2 years ago. When highlighting awards or endorsements, include a note in the text with the date when the awards or endorsements were given
  5. Warranty or guarantee information,  and references to off-Amazon return or refund policies, is strictly forbidden in A+ content
  6. Any violations of Amazon policies, including restricted product policies, category requirements, or program policies are prohibited
  7. Do not include any shipping details, QR barcodes, or personal information like phone numbers, addresses, or emails on A+ pages
  8. Do not reference or compare products with competitors
  9. Comparison charts can only compare against other products owned by the same brand
  10. Hyperlinks, external web links or language attempting to redirect to other sites inside or outside of Amazon (including your other products) are prohibited


Check out the full list of Amazon A+ content guidelines here. 


Optimizing Amazon A+ Content: 6 Best Practices


When it comes to content design for A+ content pages, there are a few best practices you’ll want to follow. Check out our list of six best practices to consider when creating your very own A+ pages. 


1. Pay Attention to Sizing & Resolution


All of your images need to be the right size and resolution. These requirements will be different depending on the module you select. It’s important that you follow these requirements, otherwise Amazon will reject your A+ content application.


2. Stick to the Content Guidelines


Some symbols and special characters are forbidden – that includes the registered brand & registered trademark symbol. You also can’t include hyperlinks to other websites (although you can include links to other ASINs within certain module types).


3. Leverage Banners


Banners are a great way to break up your product detail page. It signals a new section to the shopper, grabs their attention with images, and provides more information about your product and brand.


Example of A+ content banners for Astura
Source: Amazon – Astura


4. Use Charts to Differentiate Products


Charts can be a valuable way to display not only one ASIN but many of your other product offerings.

Advertisers can utilize a comparison chart is to display similar ASINs in relation to your own business. In the example below, a protein and supplement company created a comparison chart for a variety of products they offer – comparing them based on key features, grams of protein, weight/count, and more. This gives your customer a chance to discover other similar items without having to navigate away from the detail page.

Example of A+ content comparison chart for Naked Cookie
Source: Amazon – Naked Nutrition


5. Use Minimal Text & More Visuals


A+ content in general, should be more visual. Text should directly communicate in simple terms what the message is. You want to maintain a healthy balance of lifestyle and product images that feature the highlights of the ASIN.


6. Use Uniform Design


You don’t want to design for just one landing page – you should have your entire catalog in mind. Your A+ content should be consistent across the board and in a lot of ways it should represent an extension of your brand and your website. Think big picture and how you want to represent the brand as a whole.


How to Test Your Amazon A+ Content


Every marketer knows the importance of testing. That’s why it should come as no surprise that we recommend testing your A+ content to understand effectiveness. Let’s take a look at how you can test your A+ content.


Take Benchmarks from Reports


The first option for tracking success would be looking into your reporting, the “Unit Session Percentage” specifically. The Unit Session Percentage metric is calculated by dividing your sessions (number of people who visited your site within a specified time period) by the number of units sold within the same timeframe.

Units sold / # of sessions = Unit session percentage 

If the unit session percentage is increasing, your A+ content and overall listing is performing well. If your unit session percentage is decreasing, it could indicate opportunities for improvement and optimization. 


Use the Amazon’s Manage Your Experiments tool


Amazon’s Manage Your Experiments tool is a great way for brands to incorporate A/B testing into their Amazon strategy. With the Manage Your Experiments tool, you can conduct split tests on your product listings and A+ content to see which content performs better. During this test, one group of shoppers will see one version of the content (A) and another will see a different version of that content. Amazon allows you to determine which content drives a higher conversion rate and publish the “winning” content.

According to Amazon, Using Manage Your Experiments can help increase sales by up to 25% (based on observations from experiments created by sellers).


Medical Guardian: An Example of Successful Amazon A+ Content 


Tinuiti’s Amazon Creative team had an opportunity to partner with Medical Guardian, a leading provider of medical alert solutions that help their customers live a life without limits through use of their medical alert systems and service. We worked with them to create a new custom Amazon store design, and implement strategic use of fresh A+ content pages.

Highlighted below are examples showcasing how our creative team effectively utilizes modules, image types, and textual elements to empower shoppers with the necessary information and confidence required for making informed decisions. In the case of Medical Guardian, our team displayed their creative prowess to achieve precisely that.

Example of A+ content for Medical Guardian
Source: Amazon – Medical Guardian


In the example below, we created a comparison chart for a variety of Medical Guardian offerings — comparing their medical alert solutions based on usage, range, battery life, and more. By incorporating comparison charts into your A+ content, you give your customer a chance to discover other similar items without having to navigate away from the detail page.


Example of A+ content comparison chart for Medical Guardian
Source: Amazon – Medical Guardian


Mini Guardian – Product Page with A+ Content & DPI Results

Example of A+ content banner for Medical Guardian
Source: Amazon – Medical Guardian


A+ content enhancements to the popular on-the-go Mini Guardian PDP resulted in:

Home Guardian – Product Page with A+ Content & DPI Results

Example of A+ content banner for Medical Guardian
Source: Amazon – Medical Guardian


A+ content enhancements to the popular in-home Home Guardian PDP resulted in:




A+ content is clearly important during any time of the year, but is your A+ content refreshed and ready for the upcoming Prime Day? If not, now’s a good time to optimize your content as shoppers flock to the marketplace looking for their next big deal. Click here to watch our Prime Day Panel on-demand and be sure to check out our 2023 Prime Day Checklist. Interested in selling on Amazon or have additional A+ Content questions? Contact us today

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