Amazon A+ Content — how to create content that sells
What is A+ Content?
A+ Content (formerly Enhanced Brand Content for Seller Central) is an extended product description section available to sellers registered in Amazon Brand Registry. It replaces the standard description with graphic-text modules.
Amazon notes that well-executed A+ Content can improve conversion. In lifestyle and branded product categories the difference can be significant.
When does A+ Content really work?
A+ Content works when:
- The product needs explanation (complex instructions, variant comparison)
- The brand has a story and values worth telling
- The category is saturated and differentiation through content is possible
It does not help when the product is a commodity (e.g. M8 screws) — there, price and delivery time decide.
Principles of good A+ Content
1. Start with the buyer’s problem, not the product Buyers look for solutions, not specifications. The first section should address their need.
2. Use comparison modules If you have variants or a product line, a comparison chart increases basket value and reduces returns.
3. Lifestyle images > product images In A+ Content, images in a usage context are key. Buyers want to see the product in their living space, not on a white background.
4. Avoid duplicating bullet points A+ Content is not the place to copy text from the main description. It must add value.
Premium A+ Content (A++)
Available to sellers with Brand Registry and a suitable track record. It adds video, interactive carousels and comparisons. Amazon reports higher conversion rates versus standard A+.
Most common mistakes
- Content focused on the brand, not on buyer benefits
- Low-resolution images (min. 970×600 px)
- No mobile optimization — check how it looks on a phone
- Copying the description from the manufacturer’s catalogue (not SEO-friendly or convincing)