Definition:
A+ Content is an Amazon feature that allows eligible brands and accounts to enhance certain product detail pages with modular text, images, comparisons, and other visual resources. The content is associated with one or more ASINs and appears on the detail page after Amazon approves it.
It supplements standard catalog information, such as the title, attributes, bullet points, and description, but does not replace it. It is not an advertising format by itself and does not guarantee greater visibility, sales, or positive reviews.
Availability, modules, and requirements depend on the marketplace, account type, and brand eligibility. They should therefore be checked in the A+ Content management tool before planning an implementation.
Table of contents
How A+ Content works
The process is managed through Amazon’s tools for sellers or vendors. The user selects a content type and builds the page from modules instead of freely editing its code or design.
The usual workflow consists of these five stages:
- Check eligibility: verify that the account, brand, category, and products support the type of A+ Content to be used.
- Design the modules: select text, image, or comparison layouts and adapt each resource to the stated dimensions and rules.
- Associate products: link the content to the ASINs it genuinely applies to without transferring claims or features that are not relevant.
- Submit for review: check text, images, rights, claims, and spelling before requesting Amazon’s approval.
- Publish and maintain: verify that the content appears correctly, update it when the product changes, and measure its effect using comparable data.
Amazon may reject or remove content that violates its guidelines, contains prohibited claims, or does not correspond to the associated products. Approval does not prove that the information will remain valid if the listing or policies change.
Basic and Premium A+ Content
Basic A+ Content
Basic A+ Content can combine image, text, specification, and comparison modules to explain the product and distinguish variants or related items. The exact options depend on the catalog and the marketplace.
Amazon also provides brand story resources for certain programs and accounts. A Brand Story and product content serve different purposes: one presents the brand’s identity and catalog, while the other develops information about the associated ASINs.
Premium A+ Content
Premium A+ Content provides more advanced modules that may include video, larger images, carousels, interactive hotspots, and enhanced comparison tables. Access is subject to the criteria Amazon displays for each account and should not be described as exclusive to Amazon Vendor or available by invitation only.
Names, limits, and conditions may vary. Amazon’s official A+ Content page describes the current offering, but actual availability must be checked inside the account and in the marketplace where it will be published.
Benefits and limitations of A+ Content
Well-designed content can help explain an offer and reduce uncertainty. Its usefulness depends on the quality of the information and its suitability for the product, not on the number of modules used.
These five criteria help assess its contribution:
- Understanding: show uses, dimensions, materials, compatibility, and limitations that help people interpret the product correctly.
- Comparison: distinguish variants or related products without concealing relevant differences or creating a misleading recommendation.
- Consistency: keep names, benefits, specifications, and visual identity aligned with the rest of the listing and catalog.
- Accessibility: keep important information in readable text, provide suitable image descriptions, and check the mobile experience.
- Measurement: compare equivalent periods or experiments and separate the conversion rate from changes in traffic, price, stock, advertising, or demand.
A+ Content does not ensure higher sales or fewer returns. It does not automatically improve organic ranking, ACoS, or campaign performance, because these metrics depend on additional factors.
The page should avoid hard-to-read text embedded in images, decorative visuals without context, unsupported comparisons, and temporary claims that will soon become outdated. Periodic review is necessary to maintain alignment between the content, the product, and Amazon’s policies.