What is Amazon A+ Content? It is the section of a product detail page where brand owners can replace a plain text description with images, custom text layouts, comparison charts and a brand story. Amazon's own A+ Content page describes it as a tool to showcase products and share a brand's story by adding videos, enhanced images, customized text placements, shoppable comparison charts and more.
For many brands it is the part of the listing that does the most selling below the fold, and it is free to use if you qualify. This guide covers the types, eligibility, the rules that get content rejected, and how to build modules that earn their place. It is part of our wider guide to Amazon listing optimization.
What is Amazon A+ Content, exactly?
Amazon's A+ Content design guide explains that A+ Content, formerly Enhanced Brand Content or EBC, lets sellers with registered brands enhance product detail pages with imagery, videos, rich text, comparison charts and more. On a listing, it sits below the bullet points and replaces the standard product description with a set of modules you choose and arrange.
Think of it as the product's landing page inside Amazon. The title, images and bullets win the click and the first look. A+ Content answers the questions that are still open: how it compares with the other models, how it is used, what makes the brand credible.
The three types of A+ Content
| Type | What it includes | Limits |
|---|---|---|
| Basic A+ Content | Images, customized text placements and shoppable product-comparison charts | Up to five modules per ASIN |
| Premium A+ Content | Larger images, video, interactive hotspots, image or video carousels, Q&A modules and shoppable content | Up to seven modules per ASIN; separate eligibility |
| Brand Story | Brand values and mission, images, carousels and links to other products | Shown under "From the brand" across your listings |
Basic is where every eligible brand should start. Brand Story is worth setting up early too, because it appears across your catalog and gives shoppers a route to your other products and your Amazon Brand Store. Premium adds richer formats but has its own entry bar, covered below.
Who can use A+ Content
According to Amazon's A+ Content page, you need a Professional selling account, plus a Brand Representative or Reseller role assigned to a brand enrolled in Amazon Brand Registry, or generic products in your catalog. Enrolling in Amazon Brand Registry is free, but it requires an active registered trademark or a pending trademark application for your brand name or logo, issued by a designated government trademark office of a country with a corresponding Amazon store.
Premium A+ Content has an extra requirement. When Amazon announced its updated Premium eligibility on the Seller Forums, brands needed a Brand Story module published on all brand-owned listings and five approved A+ Content modules in the last 12 months. Criteria like this change, so confirm the current rule in A+ Content Manager in Seller Central.
What A+ Content costs
Amazon says A+ Content is free for sellers who meet the eligibility requirements. The account it depends on is not: Amazon's design guide notes that a Professional selling plan is $39.99 a month plus selling fees. The practical cost is production. Good modules need photography or renders, graphic design sized to Amazon's specs, and copy that is specific and compliant.
| Cost item | Who usually does it | Notes |
|---|---|---|
| Product and lifestyle photography | Photographer or 3D artist | Reusable across images, A+ and ads |
| Module design | Graphic designer | Built to module dimensions; each image no larger than 2MB |
| Copy | Copywriter | Short, specific, within Amazon's content rules |
| Comparison chart data | Brand or product team | Only your own products; no competitor comparisons |
| Testing | Brand or agency | Manage Your Experiments where eligible |
What Amazon does not allow in A+ Content
Most rejections come from a short list of mistakes. Amazon's design guide says not to include:
- Pricing, promotional or shipping details.
- QR codes, hyperlinks, directions to other web pages or contact information.
- Claims such as "best-selling" or "top-rated".
- Warranty or guarantee information.
- Comparisons with competitors' products.
- Low-resolution or animated images.
Content goes live only after it passes Amazon's validation process, and approved content appears on the chosen detail pages in the selected language. Build a checklist from these rules and run every module through it before you submit; it saves a round of rejections.
Is A+ Content worth it?
So what is Amazon A+ Content worth in practice? For most eligible brands, enough to justify the production effort, because the feature itself is free and the upside is measurable. Amazon's A+ Content page says Basic A+ Content can increase sales by up to 8% and well-implemented Premium A+ Content by up to 20%. Its guide to boosting Amazon listings puts the average increase from adding A+ Content at 5.6%. Those are Amazon's own figures across many sellers; your result depends on the product, the images and how well the modules answer buyer questions.
It pays off least when the rest of the listing is weak. A+ Content sits below the fold, so a poor main image or confusing title means few shoppers ever scroll to it. Fix those first, then use A+ Content to close the sale.
How to build A+ Content that sells
- List the objections. Read your reviews, customer questions and competitors' one-star reviews. Each module should answer one of them.
- Lead with the hero benefit. The first module should show the product in use and state the main reason to buy it.
- Show, then tell. Use images to carry the message and keep text short enough to read on a phone.
- Add a comparison chart of your own models so shoppers choose within your range instead of leaving to compare.
- Set up Brand Story so every listing links to the rest of your catalog.
- Check against the rules before submitting, then test variations with Manage Your Experiments if you are eligible.
The question "what is Amazon A+ Content for?" has a one-line answer on most listings: closing objections. Framed that way, the brief almost writes itself, with one module per question a hesitant buyer still has.
Common A+ Content mistakes
Weak A+ Content is usually not rejected. It is approved and simply does nothing, because it repeats the bullets in bigger type. When people ask what is Amazon A+ Content supposed to add, the honest answer is information the rest of the page could not carry. These are the patterns that waste it:
- Text baked into images at sizes nobody can read on a phone. Proof every module on a small screen before you submit it.
- Repeating the bullet points. A+ Content should add proof, context and comparison, not restate the same claims with a stock photo.
- One generic set of modules across very different products. A shared Brand Story is fine; product modules should speak to that product's buyer.
- No comparison chart. Shoppers who are unsure between two of your models will leave to compare elsewhere if you do not help them choose.
- Forgetting to update. When a product, pack size or specification changes, stale A+ Content creates returns and bad reviews.
The fix for all five is the same discipline as the rest of a listing: start from the buyer's questions, write specific product copy, and check each module on a phone before submitting it.
How we build A+ Content
MyCTO Innovations builds A+ Content as part of our Amazon listing optimization service: objection research, module planning, graphic design to Amazon's specs, and compliant copy, checked against the current rules before submission. We do not publish a price list; discovery ends with a scoped, priced plan and no obligation.
If your listings still show a plain text description, or your A+ modules keep getting rejected, send us the ASINs and we will reply within one business day.
Frequently asked questions
Is A+ content worth it?
For most eligible brands, yes. The feature is free for eligible sellers, and Amazon says Basic A+ Content can increase sales by up to 8% and well-implemented Premium A+ Content by up to 20%. It works best once your title, images and bullets are already strong.
What is Amazon's A+ content?
A+ Content is the rich-media section of an Amazon product detail page, formerly called Enhanced Brand Content. It lets brand owners replace the plain description with images, custom text layouts, comparison charts and a brand story, and it comes in Basic, Premium and Brand Story formats.
Does Amazon A+ content cost money?
Amazon says A+ Content is free for sellers who meet the eligibility requirements. You do need a Professional selling plan, which Amazon lists at $39.99 a month plus selling fees, and you will usually pay for photography, design and copy to produce good modules.
What does A+ content mean on Amazon?
On Amazon, A+ Content means enhanced product-page content added by the brand owner, shown below the bullet points in place of the standard description. It is available to sellers with a Professional account and a brand role in Amazon Brand Registry, or with generic products in their catalog.
How many A+ Content modules can I use?
Amazon's design guide says you can add up to five Basic A+ Content modules per ASIN, and up to seven modules per ASIN with Premium A+ Content. Brand Story is a separate section that appears under "From the brand" on your listings.
