A+ Content

A+ Content (formerly "Enhanced Brand Content") is the extended description area on Amazon available to brand-registered sellers. Instead of plain-text descriptions, A+ Content allows modules with large images, comparison tables, brand stories and structured layouts. Listings with strong A+ Content see a 3–10% conversion lift versus plain-text listings, according to Amazon's own data.

What A+ Content can and can't do

A+ Content replaces the classic product description block below the bullet points. You pick from 15+ ready-made module types:

• Headline + image + text (classic hero)
• Comparison table (between your own products)
• Multi-image carousels
• Brand story module
• Tech specs block
• 4-image / 3-image galleries

Not allowed: external links (to other shops), prices in the module, review promises, "best seller" claims, warranty statements without proof. Amazon rejects these submissions.

Why A+ Content lifts conversion

Shoppers scan listings, they don't read them. A+ Content breaks the wall-of-text into scannable visual sections. Images communicate in 0.3 seconds what text takes 30 seconds to convey — important for mobile shoppers (>70% of Amazon traffic).

A+ Content is also a trust signal: a polished A+ layout signals "established brand", even when the listing has few reviews. Shoppers prefer sellers who put effort into presentation.

Important for SEO: text inside A+ images is not indexed

This gets mishandled often: Amazon does not read text inside A+ Content images. Hiding important keywords inside a graphic means they don't rank.

Keywords still belong in:

1. Title
2. Bullet points
3. Backend search terms
4. A+ Content text fields (headline, caption, body)

The A+ images are purely a conversion lever, not an SEO lever.

Best practices

1. Module 1: hero with benefit promise — biggest image, shortest copy. What does the shopper get, in one sentence?
2. Use the comparison table — cross-sell your own products. Shoppers see alternatives without leaving the page.
3. Show use cases — when/where/how is the product used? Lifestyle photos beat product-on-white in A+ modules.
4. Design mobile-first — A+ modules scale to mobile. Test on a phone before publishing.
5. Visualise dimensions + specs — size compared to a hand, tech details as a diagram.
6. Coordinate with bullet points — A+ should deepen the bullets, not repeat them.

Requirements

• Brand Registry: mandatory. No registered brand, no A+.
• Active Amazon Seller Central account (Vendor: A++ Premium / Vendor Central)
• Brand name must match the listing

A+ Premium (formerly "A++") unlocks additional modules: carousel videos, interactive hotspots, full-bleed modules. Requires 5+ standard A+ submissions in the past 12 months and Amazon approval.

Common mistakes

• Burying keywords inside images — not indexed, wasted optimisation effort.
• Repeating bullet points — wastes valuable above-the-fold space.
• Using stock photos — shoppers recognise stock instantly, kills trust and conversion.
• No mobile test — A+ modules that look great on desktop can become unreadable on mobile.

Related terms

• Buy Box — A+ Content appears on the Buy Box page
• Main Image — what Amazon's search indexes instead
• Conversion Rate — A+ Content is primarily a conversion lever