Amazon A+ Content: How to Build Listings That Convert and Get Approved

What A+ Content Is

According to Amazon's A+ Content page for sellers, A+ Content is a tool for showcasing your products and sharing your brand's story on product detail pages. You can add videos, enhanced images, custom text placements, shoppable comparison charts, and more.

It used to be called Enhanced Brand Content (EBC). On the detail page, A+ modules appear under the "Product Description" heading, below the bullet points, where shoppers go when they want more detail before they buy.

Amazon says, based on its internal data, that Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ Content by up to 20%. Treat those as upper limits Amazon reports, not a promise for your listing.

Who Can Use A+ Content

Amazon lists two requirements:

• A Professional selling account (Amazon lists it at $39.99 a month plus selling fees)
• A Brand Representative or Reseller role for a brand enrolled in Amazon Brand Registry, or generic products in your catalog

A+ Content itself is free for sellers who meet those requirements. You can only apply it to ASINs your brand owns, so you can't add A+ to a listing you're just reselling under someone else's brand.

Basic, Premium, and Brand Story: The 3 Types

Amazon's A+ Content design guide describes three types.

Basic A+ Content

Available to all sellers with a Professional plan who are enrolled in Brand Registry. You can add up to five modules per ASIN, built from templates with text, images, your brand logo, comparison charts, and technical specification charts.

Brand Story

A separate section on the detail page under the heading "From the brand." It can include images and text, carousels, and links to your other products and your Amazon Brand Store. You don't need other A+ Content to use it. Amazon suggests using Brand Story for your brand's background and mission, and keeping product details in Basic or Premium A+.

Premium A+ Content

Available to registered brands that meet certain criteria. Premium allows up to seven modules per ASIN and adds:

• Larger images that can span the full page width
• Videos, such as integrated 720p video
• Interactive hotspots that show text when shoppers hover over parts of an image
• Clickable image carousels
• Q&A modules
• Enhanced comparison charts, which can include an Add to Cart button, reviews, and prices

How do you qualify for Premium? Amazon's design guide only says to log in to check, and the criteria are set per marketplace. In a Seller Forums answer, Amazon listed two requirements: a published Brand Story on all the ASINs you own, and at least five A+ projects approved and published in the past 12 months. An older Amazon one-pager said 15, so check the current criteria in your A+ Content Manager.

How to Create and Submit A+ Content

Based on Amazon's A+ Content page, here's the process:

1. Log in to Seller Central with a Professional selling plan.
2. Enroll your brand in Brand Registry, or ask the rights owner or an Administrator to give you the Brand Representative or Reseller role.
3. Open A+ Content Manager. Hover over Advertising in the main menu, select A+ Content Manager, then Start creating A+ Content.
4. Pick a content type and add modules. Choose Basic, Premium, or Brand Story, then select Add module.
5. Apply ASINs. Choose the brand-owned products the content should appear on, then select Apply Content. The design guide says you can apply one project to one ASIN, several, or your whole catalog with bulk upload.
6. Preview, then submit. Check the desktop and mobile previews, then select Review & submit. Approved content appears on the detail page automatically, and you can track its status in A+ Content Manager.

Not ready yet? You can save your project as a draft and come back later. You can also edit published content from A+ Content Manager at any time.

Using the AI generator

Amazon says some modules have an "AI Ready" badge. Choose Select content to generate, pick the text and image fields you want help with, enter your brand-owned ASIN, and select Generate content. Amazon says it can use insights from your ASIN and top products in your category. Always read and edit what it writes before you submit.

Design Tips That Make A+ Content Work

Amazon's design guide shares these tips:

• Balance text and images. Use short, scannable copy with no grammar mistakes, plus clear, well-lit product and lifestyle photos.
• Don't put text inside images. Mobile shoppers may not be able to read it on small screens.
• Follow the image size rules. Resized images can get blurry. Amazon says images should be no larger than 2MB.
• Add technical specifications for products where details like size, weight, or battery type matter.
• Use comparison charts to show your other products and cross-sell or upsell.
• Answer common questions. Look for repeated themes in your reviews, then answer them in your content (or in a Q&A module if you have Premium). Amazon says this can help reduce returns.

Your A+ images should match the quality of your main gallery. Our guide to Amazon product image requirements covers how to shoot clean photos on a budget.

Guideline Mistakes That Get Content Rejected

Every submission goes through review before it goes live. Amazon's design guide lists these rules:

• No "best-selling" or "top-rated" claims in text or images.
• No warranty or guarantee information in text placements.
• No pricing, promotions, or shipping details.
• No QR codes, hyperlinks, links to other websites, or contact information.
• No comparing your products with competitors or mentioning them.
• No low-resolution or animated images.
• Back up awards or endorsements with the certifying body and the year.
• Have the rights to every image, video, and line of text you use.

Amazon updates these guidelines, so check Seller Central for changes before each new project.

Putting It Together

A+ Content is one of the few free tools that changes how your whole detail page looks. It works best when every module answers a shopper's question.

The key takeaways:

• You need a Professional plan and a Brand Representative or Reseller role in Brand Registry (or generic products)
• A+ Content is free for eligible sellers and only applies to brand-owned ASINs
• Basic allows up to five modules per ASIN; Premium allows up to seven and adds video, hotspots, carousels, and Q&A
• Brand Story appears separately under "From the brand"
• Premium criteria vary by marketplace, so check A+ Content Manager
• Avoid claims, prices, links, contact details, and competitor comparisons

Your next step: Open A+ Content Manager, find your top-selling ASIN without A+ Content, and build a Basic project with a comparison chart. Publish a Brand Story on all your ASINs too, since Amazon lists it as a Premium requirement.