Your Step-by-Step Guide to A+ Content on Amazon

If you're selling on Amazon, you've probably heard about A+ Content. Maybe you've seen it on competitor listings and wondered how they made their product pages look so polished. Or perhaps you've scrolled past the basic bullet points on your own listing and thought, "There has to be a better way to tell my brand story."  

You're right. There is.  

A+ Content (formerly known as Enhanced Brand Content, or EBC) is Amazon's way to let you go beyond the standard product description. Instead of plain text, you get rich visuals, comparison charts, lifestyle images, and brand storytelling modules that help shoppers understand why your product is worth buying.  

The benefits are hard to ignore. According to Amazon, A+ Content can increase conversion rates by an average of 5-10%. Some sellers report even higher gains, especially when they pair compelling visuals with clear, benefit-driven copy.  

This guide will walk you through everything you need to know about creating A+ Content that converts. Whether you're new to the process or looking to refine your existing pages, you'll find actionable steps, best practices, and tips to make your listings stand out.  

What is A+ Content?  

A+ Content is a feature available to brand-registered sellers on Amazon. It allows you to enhance your product detail pages with custom layouts, high-quality images, and additional text beyond the standard description field.  

While basic Amazon listings are limited to bullet points and a simple description, A+ Content gives you room to breathe. You can add comparison tables, lifestyle photography, detailed feature breakdowns, and even video content (if you're enrolled in Amazon Brand Registry and meet specific criteria).  

There are two versions of A+ Content:  

• Basic A+ Content: Free for all brand-registered sellers. Includes a variety of modules like image and text placements, comparison charts, and brand story sections.  

• Premium A+ Content: A paid upgrade that offers additional modules, including interactive elements like carousels, videos, and hotspot images. Availability depends on your product category and account performance.  

Most sellers start with Basic A+ Content. It's more than enough to create a professional, high-converting page.  

Why A+ Content Matters  

Amazon is crowded. Thousands of sellers compete for the same customers, often with similar products at similar prices. A+ Content is one of the few ways to differentiate yourself without lowering your price or running expensive ads.  

Here's what it can do for your listings:  

• Boost conversions: Shoppers who see A+ Content are more likely to make a purchase. Visuals help them understand your product faster, and detailed comparisons answer questions before they click away.  

• Reduce returns: Clear, accurate product information sets the right expectations. When customers know exactly what they're getting, they're less likely to send it back.  

• Build brand trust: A polished listing signals professionalism. It shows you care about the customer experience and aren't just another drop-shipper.  

• Improve SEO (indirectly): While A+ Content text isn't indexed for Amazon search, better conversion rates and lower return rates can improve your organic ranking over time.  

Step 1: Get The Brand Registered  

Before you can create A+ Content, you need to be enrolled in Amazon Brand Registry. This program verifies that you own (or have rights to) the brand you're selling.  

To qualify, you'll need:  

• An active registered trademark in the country where you're selling  

• The ability to verify your identity through Amazon's process  

• A Professional Seller account  

Once approved, you'll unlock A+ Content, along with other tools such as Sponsored Brands ads and enhanced brand analytics.  

If you don't have a trademark yet, consider applying for one. The investment pays off quickly, especially if you're serious about building a long-term brand on Amazon.  

Step 2: Plan Your Content Strategy  

Don't jump straight into the A+ Content builder. Take time to plan the story you want to tell and the information that will help customers make a confident purchase.  

Start by asking yourself:  

• What problems does my product solve?  

• What makes it different from competitors?  

• What questions do customers ask most often?  

• What visuals would help them better understand the product?  

Look at your existing customer reviews and competitor listings. Pay attention to recurring themes. If multiple customers mention the same concern, address it directly in your A+ Content.  

Next, map out the flow of your content. A strong structure might look like this:  

1. Brand story or mission statement  

2. Key product benefits with supporting visuals  

3. Feature breakdown or comparison chart  

4. Lifestyle or use-case imagery  

5. Trust signals (certifications, guarantees, etc.)  

This structure guides shoppers from awareness to consideration to purchase.  

Step 3: Choose The Right Modules  

Amazon offers a variety of A+ Content modules. Each one serves a different purpose, so choose the one that resonates most with your audience.  

Here are some of the most effective modules:  

• Comparison Chart: Perfect for highlighting differences between product variations or showing why your product is better than competitors. Use it to display specs, features, or pricing tiers side-by-side.  

• Standard Image & Text: The workhorse of A+ Content. Pair high-quality images with concise, benefit-focused copy. Use it to explain features, show the product in use, or tell your brand story.  

• Standard Image & Sidebar: Similar to the above, but with text positioned alongside the image. Great for breaking up visual monotony.  

• Four Image & Text Quadrant: Displays four images in a grid with short descriptions. Ideal for showcasing multiple features or use cases at a glance.  

• Standard Single Image & Highlights: Combines a large image with bulleted text. Works well for emphasizing key benefits or unique selling points.  

• Brand Story: Appears at the top of the page and tells customers who you are and what you stand for. This module is optional but recommended for building an emotional connection.  

Avoid overloading your page with too many modules. Stick to 5-7 modules that flow logically and keep the focus on the product.  

Step 4: Create High-quality Visuals  

Your images are the most important part of A+ Content. Shoppers skim text, but they always look at pictures.  

Follow these best practices:  

• Use high resolution: Amazon requires images to be at least 1000 pixels on the shortest side. Aim higher if possible. Crisp, clear images build trust.  

• Show the product in context: Lifestyle images help customers visualize how they'll use the product. If you sell a yoga mat, show someone using it in a serene home studio, not just a white background.  

• Highlight key features: Use annotations, arrows, or callouts to draw attention to important details. For example, if your product has a waterproof coating, show water beading off the surface.  

• Maintain brand consistency: Use the same color palette, fonts, and style across all your A+ Content and main images. This creates a cohesive brand experience.  

• Follow Amazon's guidelines: Avoid promotional language like "best seller" or "free shipping" in your images. Amazon will reject your submission if you break these rules.  

If you're not a designer, consider hiring a freelancer on platforms like Fiverr or Upwork. Professional visuals are worth the investment.  

Step 5: Write Compelling Copy  

Good A+ Content copy is concise, scannable, and benefit-focused. Remember, shoppers are skimming. They want to know what's in it for them, fast.  

Here's how to write copy that converts:  

• Lead with benefits, not features: Instead of "Made with stainless steel," say "Durable stainless steel construction resists rust and lasts for years."  

• Keep it short: Each text block should be 1-3 sentences. Any longer and you risk losing the reader's attention.  

• Use active voice: "This blender crushes ice in seconds" is stronger than "Ice is crushed in seconds by this blender."  

• Address objections: If customers often worry about sizing, include a sizing guide. If they question durability, emphasize your warranty.  

• Avoid jargon: Write like you're talking to a friend, not a technical manual. Clear, simple language wins every time.  

• Proofread everything. Typos and grammatical errors hurt credibility.  

Step 6: Submit And Monitor Performance  

Once your A+ Content is ready, submit it for Amazon's review. The approval process typically takes seven business days, though it can take longer during busy periods.  

If Amazon rejects your submission, don't panic. They'll provide a reason, usually related to policy violations like promotional language or low-quality images. Fix the issue and resubmit.  

After your content goes live, monitor its performance using Amazon Brand Analytics. Look at metrics like:  

• Page views  

• Conversion rate  

• Units sold  

Compare these numbers to your pre-A+ Content baseline. If you don't see improvement after a few weeks, test different layouts, images, or copy. Minor tweaks can make a big difference.  

A+ Content Best Practices  

To get the most out of A+ Content, keep these tips in mind:  

• Test different layouts: Try different module combinations to see which resonate with your audience. A comparison chart might work better for tech products, while lifestyle images could perform well for home goods.  

• Update regularly: Refresh your A+ Content every few months. Add new images, update copy, or highlight seasonal benefits. Stale content feels outdated.  

• Align with your main images: Your A+ Content should complement, not repeat, your main product images. Use A+ Content to tell the deeper story.  

• Optimize for mobile: Most Amazon shoppers browse on their phones. Preview your content on mobile before submitting to ensure it's easy to read on smaller screens.  

• Leverage customer feedback: Pay attention to reviews and questions. If customers repeatedly ask about a specific feature, make it more prominent in your A+ Content.  

Common Mistakes to Avoid  

Even experienced sellers make mistakes with A+ Content. Here are a few to watch out for:  

• Using low-quality images —blurry or poorly lit—hurts your credibility. Invest in professional photography or learn basic editing skills.  

• Overloading with text: Too much text overwhelms shoppers. Stick to the essentials and let your visuals do the heavy lifting.  

• Ignoring Amazon's guidelines — promotional language, competitor mentions, and non-compliant images — will result in your submission being rejected. Review Amazon's A+ Content policy before you start.  

• Forgetting to localize: If you sell in multiple countries, translate your A+ Content and adjust images to reflect local preferences.  

• Not tracking performance: You can't improve what you don't measure. Use Amazon's analytics to see what's working and what's not.  

A+ Content Examples to Inspire You.  

Looking for inspiration? Browse top-selling products in your category and study their A+ Content. Notice how they structure their pages, what visuals they use, and how they communicate value.  

Some common patterns among high-converting listings:  

• Clear, benefit-driven headlines  

• Lifestyle images that show the product in action  

• Comparison charts that highlight key differentiators  

• Trust signals like certifications, awards, or guarantees  

• Simple, scannable text blocks  

Don't copy competitors, but learn from what works and adapt it to your brand.  

Take Your Listings to the Next Level.  

A+ Content isn't optional anymore. If you're serious about selling on Amazon, it's one of the most effective ways to stand out, build trust, and increase conversions.  

Start with the basics: enroll in Brand Registry, plan your content strategy, and create high-quality visuals. Write clear, benefit-focused copy, and don't be afraid to test and iterate.  

The sellers who invest in A+ Content are the ones who win the buy box and build lasting brands. Make sure you're one of them.  

Ready to get started? Log in to Seller Central, navigate to the A+ Content Manager, and begin crafting your first page today.