Amazon A+ Content for DTC brands: Design guide (2026)

What Amazon A+ Content is and why DTC brands usually get it wrong

Amazon A+ Content is not a DTC brand page. Many of the brands expanding to Amazon with a strong visual identity mistakenly treat their A+ Content as such.

We consistently observe three mistakes.

Firstly, DTC brands typically import their DTC website photography into their A+ Content. Photography developed for a wide-screen format, white background, and long-scrolling behavior looks premium on a Shopify product page. On Amazon, however, it appears dislocated and visually confusing to shoppers who are rapidly scanning the listings rather than consuming the content slowly.

Secondly, DTC brands tend to write a company history/brand story that sounds similar to an "About Us" page. While your company's origins do matter, it should be communicated in the right context and during the appropriate stage of the buyer's journey. The shopper exploring your A+ Content is currently making a purchasing decision and isn’t ready to hear your company's origin story.

Thirdly, DTC brands typically underutilize the comparison module. Many DTC brands are hesitant to compare themselves directly to other competing products. On Amazon, failing to provide direct comparisons of features and benefits results in lost conversions.

For example, when Olifant worked with Bullstrap to develop a significant DTC brand presence but were unable to translate this into a successful Amazon listing, it was because its brand identity wasn’t being represented where it needed to be. We successfully addressed this challenge and increased Bullstrap's Amazon revenue by 85% per month. 

What’s more, after rebuilding both the A+ Content and Brand Store to premium standards, the co-founder stated, "For the first time our brand on Amazon feels like a true extension of our brand."

Our objective for this guide is the same as our objective for Bullstrap: to help you create a successful Amazon listing that showcases your brand identity.

How Amazon shoppers read A+ Content and why DTC design principles don't translate directly

The way you create A+ Content for Amazon and design for a DTC website is very different. Amazon shoppers scan; DTC website visitors read. That's what separates A+ Content that converts from A+ Content that looks great, but won't convert.

The scanning pattern: What Amazon shoppers actually look at

When a shopper finally lands on your A+ Content, they've already made several decisions. They've looked at your title. They've viewed the images. They've likely read some of the reviews. At this point, they're in A+ Content to confirm, not discover.

This creates an entirely new paradigm for how you'll design your A+ Content.

Headline copy gets read. Body copy gets scanned. Images receive a half second of attention before the shopper moves onto the next module.

Brands that realize this design their A+ Content so that each module headline is responsible for communicating the entire module, with the body copy and images supporting it. All three can't perform the same function at the same time.

Where DTC creative falls flat on Amazon

Lifestyle photography is typically the biggest victim of the design differences between DTC websites and Amazon.

On a DTC website, a product shot small in frame with soft lighting and generous white space reads as premium. However, on Amazon, the same image will bury the product. The shopper will move along before they've even registered what's being sold.

The same applies to emotionally-driven brand copy. An opening module that tells the brand's story without connecting to the benefits of a product in the first line is essentially an About Us page the shopper didn't ask for.

Where DTC brand identity creates a real competitive advantage

While many Amazon-only brands can't replicate this aspect of branding, DTC brands consistently underestimate its power.

Consistent application of high-quality typography throughout all five modules demonstrates thoughtful design before the shopper reads a single word.

Similarly, a consistent color palette across all modules, paired with photography that shares a similar visual language, allows a DTC brand’s visual identity to carry through to their A+ Content. 

This is what creates a competitive advantage for DTC brands. Unfortunately, DTC brands typically leave this asset behind when transitioning to an Amazon listing.

A+ Content image specifications and design rules

There are five modules. There’s only one purpose: build shopper confidence and guide them toward a purchase decision, without sacrificing the brand you’ve spent years building.

Sequence matters just as much as individual modules. In addition to discussing the individual modules below, we'll discuss the complete architecture at the end of this section. For now, let's review the individual modules:

Module 1: The brand story/header module

The first module that a shopper sees when entering your A+ Content has approximately two seconds to accomplish its objective. Its responsibility isn’t to tell your brand story. Instead, it should reassure shoppers they’re seeing your product in your brand’s visual style. 

The product needs to be: 

• Easily visible 
• Centered in the frame
• Surrounded by visual elements that convey quality without overpowering the product itself

Using dark backgrounds with precise product photography works well. Conversely, an example that demonstrates poor performance includes images with soft atmospheric lighting featuring a product that’s located near the bottom third of the frame.

As for the headline copy, limit it to six to eight words. Let the visual elements carry the weight.

Module 2: Feature-benefit modules (the conversion engine)

This is where conversion occurs. If possible, build two feature-benefit modules for primary ASINs because shoppers who are closer to making a purchasing decision require more than one reason.

These modules provide sufficient visual real estate to pair compelling imagery with concise copy. Limit the body copy per module to two to three lines. Beyond that, you’ve lost the shopper and you’re writing for yourself.

💡Pro Tip: Write each feature-benefit module headline as if the shopper is asking a specific question. For example, "RFID protection built into every card slot" answers a legitimate concern, while "crafted with intention" answers nothing.

Module 3: The comparison chart module

DTC brands are generally unwilling to use comparison charts. Positioning directly against competitors creates discomfort given their typical ownership of their own brand environment on their website.

However, on Amazon, such reluctance results in missed opportunities for conversion.

At this point, the shopper has already reviewed your competitors. The comparison chart doesn’t introduce competition into the discussion as it already exists. What it does allow you to do is take control of the conversation instead of allowing the shopper to determine their own conclusion from competing listings.

Design the comparison chart based on attributes where your product excels and allow structural aspects to influence persuasive factors.

Module 4: The lifestyle/use-case module

The lifestyle module is perhaps where DTC creative instincts align best with Amazon's conversion requirements. That said, when executed poorly, it can be costly.

On Amazon, the product must be the central focus of the image. It should be displayed in a single use-case context (one setting, one moment) and remain clear even when shoppers scroll quickly.

Don’t add any text overlays. These will break on mobile devices in ways difficult to predict without testing across multiple devices.

[IMAGE 4: Lifestyle module — annotated split showing appropriate lifestyle imagery (product prominent, single context, no text overlay) vs DTC lifestyle photography that doesn't work on Amazon (product small in frame, atmospheric, text overlay broken on mobile). Designer spec in Image Inventory.]

Module 5: Technical specification module

For those products where dimensions, materials, or technical specifications are foundational to decision-making, this final module earns its position.

Don’t tell stories here or use any branding language. Provide this module with specific details that close sales. 

The module sequence: How to order your A+ Content for maximum conversion

The sequence recommended above is: header → feature benefits → comparison → (technical specs if required by the product category) → lifestyle.

Using this sequence, each module leads the shopper through orientation, conviction, differentiation, and context. This way, you build shoppers’ confidence through incremental stages of progress rather than providing all of the information at once. 

The guidelines below aren’t recommendations. All violations will result in a rejection which resets your launch date by seven business days. Learn these prior to opening files with designers.

Image dimensions, file requirements, and Amazon's rules

DTC brands typically send Amazon their current photography to discover later that it was produced for a completely different canvas.

To avoid this, make a note of the following resolutions and format requirements:

• Full-width standard modules require a minimum resolution of 970x600 pixels. 
• Grid-style modules embedded into multiple column layout designs require a minimum resolution of 300x300 pixels. 
• Banner style modules are 970x300 pixels. 
• Premium A+ Content allows for full-width display using the maximum resolution of 1464x600 pixels.
• Amazon accepts both PNG and JPEG formats up to 2MB per image. 

Briefing your photographer or designer beforehand avoids having to reformat your work when you’re busy preparing for launch on Amazon.

As for using text in images, PNG is the preferred format to use if text is included in the image because it compresses font detail cleaner at similar file sizes than JPEG. Any text in images must remain readable at a 50% zoom and should be limited. You may also not include pricing, availability claims, competitor names/logos in images. Rather use the module copy fields for all body copy than including it within images.

Photography style: Adapting DTC creative for Amazon

It may seem logical to reuse DTC photography for A+ Content, given you've already invested money in creating the imagery and it worked well on your e-commerce website. Unfortunately, DTC photography develops an atmosphere based on the creative freedom available through wide, open composition, editorial lighting, and deliberate framing.

On Amazon, the products need to occupy more of the frame. The context of the images also needed to be more meaningful and easily understood in two seconds. 

Also, prior to completing your A+ Content creation process, test whether your images and the rest of your A+ Content display correctly on actual mobile devices. Preview on desktop doesn’t replicate mobile behavior.

This is key because Amazon displays A+ modules much thinner on small screens. Elements placed towards the edge of an image composed for desktop could potentially become lost when viewed on a mobile device.

💡Pro Tip: Create/shoot/compose your images considering how they will be rendered on mobile devices. Ensure the primary focus of your images remains centered and prominent in the composition allowing for quick readability on smaller screens while maintaining sufficient context.

Typography in A+ Content: What works and what Amazon rejects

If you're placing a significant amount of text inside of your images, you're requiring the image to perform a function that exists specifically for the copy fields contained within A+ modules. Use images to establish branding and keep any text that’s included large, minimal, and legible at 50% zoom.

The image represents your brand identity; the copy fields represent your written messaging. Using too many images containing text can cause A+ Content submissions to get rejected as well as create visually confusing modules.

Color and brand identity: Applying your DTC palette to A+ modules

Consistent application of your color palette across every module is one way for you to clearly convey intended design.

Use your color palette thoughtfully instead of relying on default white background colors because white is "safe". White can be read as a lack of originality and typically looks identical to every other listing in your category.

For example, Ekster demonstrates this principle by using dark backgrounds throughout its A+ Content. This establishes visual cohesion across the complete page and demonstrates premium positioning immediately when a shopper views its products. 

A+ Content copy: Writing for Amazon's scanning behavior

Copy in A+ Content is scanned by the shopper. As such, it should confirm what the shopper has already decided, not introduce something new. 

Headlines: The one-line job each module must do

Every module has one headline that’s expected to answer the shopper's most likely question about that particular aspect of the product. Headlines aren’t intended to introduce concepts or create a mood, but to give the shopper an immediate answer to a specific question.

Don't: "Built with care and thoughtfulness"

Do: "RFID protection built into every card slot"

This type of headline gives a shopper the exact information they need. The first example, by contrast, reads like a statement from a company's marketing team.

Body copy: Length, hierarchy, and what to leave out

Body copy for each module should be no more than two to three lines. Anything beyond that will likely be ignored.

Body copy supports the headline; it doesn’t repeat it. If the headline says what the feature does, the body explains why that matters for this buyer specifically. 

What to leave out entirely: 

• Generic statements
• How long the company has been around
• Anything that would work equally well on a competitor's listing

The common A+ copy mistakes DTC brands make

As a full-service Amazon agency managing over $100 million annually across 50+ client accounts, we’ve noticed the following four patterns show up more than any others:

Writing brand-voice copy that answers questions nobody asked: A shopper comparing two wallets in your comparison chart module has no interest in hearing your founding story.

Repeating the headline word for word in the first line of body copy: It wastes the limited space you have. 

Leading with "we" throughout: "We believe in quality craftsmanship", does nothing for a buyer deciding between two wallets. Make it about them.

Using "world-class", "industry-leading", or "unmatched" without any proof attached: Amazon shoppers have seen every version of those phrases and they rarely land.

Premium A+ Content: The design upgrade and when it's worth it

Premium A+ isn’t a better version of Standard. It’s a different tier entirely and represents the ultimate version of A+ Content available today, closing the visual gap between an Amazon listing and a brand website.

This includes: 

• Hero images spanning the width of the page 
• Interactive hotspot modules allowing shoppers to click/tap individual sections of products to display features/callouts 
• Video backgrounds
• Carousel modules capable of telling a multi-image story within a single frame

If a DTC brand produces high-end, production-quality photography, using the full-width module alone will dramatically change the feel of the page and begin to make it look like your DTC brand's product page and not just another commodity listing on Amazon.

[IMAGE 6: Premium A+ module examples — two examples showing Premium A+ module types: a full-width 1464px hero image and one interactive/carousel module. Stylised mockups in Olifant brand palette acceptable. Designer spec in Image Inventory.]

That said, it doesn’t fix a Standard build that wasn’t converting to begin with.

Timing is everything. First, develop your standard A+, test it, and determine that it converts. Then, apply Premium A+. 

Premium A+ is a finishing/polishing layer applied over an existing foundation that already performs.

To access it: publish your Brand Store and obtain approval on at least five basic A+ Content pages.

💡Pro Tip: Develop Premium A+ for only your hero product initially. Run it for 30 days and compare CVR for that product against its standard version. Apply what you learn before expanding Premium A+ across all ASINs in your catalog.

How Olifant builds A+ Content for DTC brands

All builds of A+ Content at Olifant are managed by senior specialists with 7+ years of experience. No work is delegated below senior level. 

Then, senior specialists will keep the brand guide and customer review analysis open simultaneously. 

The brand guide informs us of the visual system used by the DTC brand: color palette, photography style, typography, module backgrounds, etc. The review analysis indicates which features and objections actually cause purchases in that category.

All A+ builds also start with current data about the account rather than a static audit. This is made possible via Olifant AI, our proprietary Amazon PPC and account management platform that identifies listing quality signals, conversion gaps, indexation problems, etc.

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Frequently asked questions

Is there data showing whether A+ Content improves Amazon conversion rate?

There is. According to Amazon's own data, well-constructed A+ Content can increase conversion rates by up to 8%. On average, optimized builds on competitive ASINs achieve a 5-15% increase across Olifant-managed accounts. The range can vary based on how poor the listing was prior to implementation and/or how specifically the module content addresses each buyer's objections. In general, A+ Content built around generic branding marketing concepts will perform at the low-end of the stated range.

How many modules should I include in my A+ Content?

For primary ASINs, five. This includes: a brand deader, two feature-benefit modules, a comparison chart module, and a lifestyle module. Fewer leaves too much unused real estate on your conversion page. Since the standard tier doesn’t support more than five, build the maximum possible number of modules on every primary ASIN.

What are acceptable formats for images to use in Amazon A+ Content?

A+ Content supports both JPEG and PNG image file formats, as long as they don’t exceed 2 megabytes. PNG is recommended if you’re going to place any text overlays onto the image.

How long does it take Amazon to approve A+ Content?

The time frame for Amazon to review an A+ Content submission is seven business days. Rejections occur when images include prohibited text, or the image resolution is less than the required amount, or if content contains statements that Amazon hasn’t approved. Include a seven-business day approval window in your launch planning, and submit A+ Content at least one week prior to your planned launch date, ideally on the same day.

What is the difference between A+ Content and Premium A+ Content?

Standard A+ Content is accessible immediately upon registration under Brand Registry and provides 5 modules with a max width of 970px. Premium A+ Content requires eligibility through the completion of a Brand Store and reaching the required threshold of approved modules, and includes: full width (1464px), interactive hotspot/carousel modules, video backgrounds, and additional module choices. The overall visual differentiation between the two options is very pronounced.