Introduction
Amazon A+ Content is a set of enhanced visual models that replace the typical descriptions on your Amazon listings. It's available at no additional cost to the sellers that are already enrolled in Brand Registry.
According to Amazon's data, A+ Content that is well-executed can increase the conversion rates anywhere from 3 to 10%. If a listing generates $100,000 per month, that means an extra $3,000 to $10,000 in monthly revenue, without making any price change or ad spend.
This is precisely what we do at Olifant Digital. We build and manage A+ Content for client accounts and do a full service Amazon account management. This precise approach is what delivered a 51% CVR increase for Elite Jumps and helped our client Ekster to launch from zero to a category leader on Amazon.
So, in this guide, expect to learn what A+ Content is, how to build it correctly and which are the exact practices that separate high-converting A+ from the basic modules that most brands upload and forget.
Instead of plain text for the product descriptions, with A+ Content the sellers get a module-based layout that supports features such as high-resolution images, comparison charts, structured copy, and video (in the Premium Tier).
The layout is situated on the product detail page, which is below the bullet points and above customer reviews.
A+ Content is not just for cosmetic purposes on the listings. Instead, it reduces buyer friction by answering common objections and by demonstrating product value in a visual way, which gives customers enough confidence to add it to their carts without hunting for more information elsewhere.
Basic A+ Content
Basic A+ Content is available to all Brand Registry members without any additional costs. All sellers can apply up to 5 modules per ASIN from the library, which consists of 14 standard templates.
The templates include: image headers, text-image combinations, comparison charts and technical specification tables.
Premium A+ Content (A++)
With the Premium A+ Content, you can benefit from the expanded toolkit, which has up to 7 modules per ASIN from a library of 16 enhanced options. These are crucial to explain your product's story before the shopper scrolls past.
The additional modules include 3-minute HD video, image carousels, hover-over hotspots, interactive FAQs, larger images, and comparison charts with "Add to Cart" buttons embedded directly in the module.
Premium A+ is no longer just for large vendors; instead, eligible brands are those with an active Brand Story published across their full catalog and at least 5 approved A+ submissions in the past 12 months.
This is the exact model we used at Olifant Digital to build Ekster's DTC-level brand presence on Amazon since day one.
What Are the Benefits of A+ Content?
The conversion lift is only the starting point of the journey. A well-structured A+ Content helps customers to understand what they are actually buying. And this process is crucial for reducing any returns or negative reviews, which are often caused by confusion or mismatched expectations.
With A+ Content, the ad performance also improves. A better-converting listing makes every dollar spent on PPC more valuable. This causes ACoS to drop and TACos to improve, and at the same time, the ad spend generates more sales.
This improvement is the reason why strong brands optimize their A+ Content before scaling ads. A well-optimized content generates more sales and overall channel growth, instead of sending traffic to a weak page that will only create waste.
Who Can Use A+ Content?
A+ Content is available for use to all sellers who are enrolled in Brand Registry. Once a seller is enrolled, they can apply A+ Content to up to 15 ASINS per month in their approved catalog.
There is one important distinction to know of: A+ Content is not indexed by Amazon's search algorithm for keyword ranking, so any text that is added in the A+ modules will not improve the organic search position directly. However, the A+ Content improves the overall quality of the page and the conversion performance, which supports ranking through sales velocity.
The only exception is the image alt text. Optimized alt attributes can significantly improve visibility in Google Image Search and Amazon's image-based results. So, for keyword-driven SEO, a top priority are your title, bullet points and backend search terms.
A+ Content Is a Conversion System, Not a Checklist
Most experienced Amazon sellers will tell you there's a list with 15 steps for A+ Content.
These steps are useful in theory, but in practice, the most important rule is to get the foundation right before spending money on traffic.
This means you should follow the exact process:
- Audit your listings and correct any errors that might come up. Then, go to your customer reviews, and find the objections from customers that are costing you conversions.
- Once you're familiar with the objections, build A+ modules to address them in a visual and clear way. Wait for 30 days before your performance stabilizes and then scale PPC and DSP, as sending traffic to unoptimized pages will only create waste instead of growth.
- The first A+ module should be a clear value proposition instead of a brand logo. If a customer is unfamiliar with your brand, the logo will not do anything. The factor that drives sales is relevance.
This relevance can be demonstrated with a lifestyle image, a clear benefit from the product or a problem being solved using the product. Module 1 is actually what drives scroll depth and conversion rate.
- Mobile design is crucial, not optional. Since the majority of Amazon traffic happens on mobile devices, it's essential to build your A+ for vertical scrolling.
This means centering all the text and the images to avoid potential cropping, using only high assets that render cleanly on smaller screens, and the most essential step—checking the preview on both mobile and desktop before submission.
Not Sure If Your A+ Content Is Helping or Hurting Your Conversion Rate?
We audit A+ Content as part of every listing review. Book a free Amazon audit and we'll show you exactly what's costing you sales.
How Olifant Builds A+ Content That Actually Converts
We don't build A+ Content only to make the page look better. We do it to turn visitors into buyers, and here is the process we follow for every client's account:
Build A+ Before Ads Go Live
Our rule prioritizes optimization on listings and A+ content before focusing on the ads.
Our process involves auditing the catalog and identifying high-converting keywords, building A+ modules around customer objections from reviews, and letting performance stabilize for 30 days before scaling PPC.
This is because launching ads on unoptimized listings will only create budget burnout. It's something we've seen across enough accounts.
Lead Module 1 with Your USP, Not Your Brand Logo
Module 1 is what drives scroll behavior, so instead of leading with a logo that shoppers will not recognize, it's essential to lead with a product benefit.
After testing it across multiple accounts, we found that Module 1 has the most impact on the conversion rate.
Mobile-First Design Is The Default
Since the majority of Amazon shoppers browse on mobile, we specifically design every module for vertical scrolling first. Text and images are centered to avoid cropping, all visual assets are high-resolution, and we preview on desktop and mobile to ensure all submissions meet the standards before going live.
Use Comparison Charts for Cross-Sell, Not Comparison
Amazon has a strict policy when it comes to comparing products against competitors. They do not allow it, and any competitor mentioned will lead to immediate rejection.
Instead, you can use charts to guide customers to the right SKU within your brand.
Amazon's new Shoppable Comparison charts have the option of "Add to Cart" buttons, which are placed under each product, making it easy for shoppers to buy your products directly without even leaving the module.
Write Copy for Skimmers
A+ Content is all about visuality first, so it's best to follow the 70/30 rule and use more images than text, because your product listing already consists of a detailed copy.
A+ is for visual confirmation of the customer, so keep the headlines short, lead with benefits, and let the images do all the heavy lifting.
What Olifant's A+ Content Has Delivered for Real Brands
Ekster - Amazon Channel Built from Zero to Category Leader
Before we launched a single campaign for Ekster, we carefully built every element of their Amazon presence, including A+ content that reflected their DTC-level design aesthetic, RFID protection messaging, and premium lifestyle imagery.
You can see the A+ content that we have created for them here
Elite Jumps - 51% CVR Increase Through Listing and A+ Overhaul
After years of going back and forth with different agencies with no results, they approached Olifant Digital for a final rebuild, which included A/B testing every element of their listing—images, bullets, and A+ Premium content.
The content was tested and improved based on customer feedback and past objections, and the end result was a conversion rate increased by 51% and increased revenue by 124%.
You can see the A+ content that we have created for them here
6 Mistakes That Get A+ Content Rejected or Hurt Your CVR
When creating A+ Content, many brands focus on generic checklists found across various websites. However, they often overlook the six real mistakes that actually lead to A+ Content being rejected, and that can have a meaningful impact on your account.
- Including customer reviews or testimonials from third parties. Amazon rejects any mentioning of stars, quotes, reviews, or “as seen in," unless you have explicit approval.
- Mentioning competitors. This is a very important rule. Any charts that you might have must be only of your products. If you mention any competitors’ products, you are triggering immediate rejection.
- Using pricing, promotion or any language that causes urgency. Another very underestimated rule is the use of “best price," “Free” or “limited-time offer." A+ Content is made for the intention of product storytelling, not price updating.
- Adding external links or off-Amazon contact info. Any URLs QR codes or phone numbers that you add with the purpose of driving traffic away from Amazon will result in your content being rejected.
- Using animated GIFs. The Standard A+ supports JPG and PNG images only. While video is allowed in Premium A+, GIFs are not allowed.
- Duplicating main listing images. Reusing images that are already present in your product gallery will only waste valuable module space. Since A+ is for adding more value and deeper context, you should avoid duplicating and focus on adding more original images.
How to Know If Amazon A+ Content Is Working
To find out if Amazon A+ Content is working the way it should, you need to track the unit session percentage.
That's your conversion rate on Amazon, so if the unit percentage doesn't grow within the period of 30 days of your A+ Content going live, it means your content is not resonating with the audience.
The 30 day period is the minimum time you should consider, because shorter timeframes are skewed by traffic spikes, algorithm changes or seasonal patterns.
If your conversion rates stagnate or drop after 30 days, then it's best to move on to A+ Experiments instead of leaving the underperforming content live.
The ultimate goal is to have A+ Content that improves the conversion, instead of just having it on a listing.
A+ Experiments: How to Test and Win
The moment you have A+ Content live, it doesn't mean your work here is over. Instead, this is just the beginning.
Next thing you need to do is run tests on your A+ Content using Amazon's "Manage Your Experiments" feature.
This will allow you to create two different versions of the same module, as Amazon actually shows each version to a different group of shoppers.
Then, track which version converts better, and you'll see the obvious winner.
Frequently Asked Questions
What is Amazon A+ Content and who can use it?
Amazon A+ is a set of visual modules that replace the standard product description on Amazon.
These modules are available to all sellers who are enrolled in the Brand Registry and they can be applied to 15 ASINS per month in an already approved catalog.
Premium A+ Content (A++) is an invite-only tier and it has extra modules such as video, interactive hotspots, and larger image formats. This type of content is available to brands that have at least 5 approved A+ submissions in the previous 12 months.
Does Amazon A+ Content actually improve conversion rates?
Yes. According to Amazon's data, Amazon+ Content can increase the conversion rates up to 10% if it's applied correctly.
The exact impact depends on a right execution. Most A+ modules, which lead with a clear USP, use premium images and optimization and clearly answer the most common objections buyers have, outperform the generic template fills.
Does Amazon A+ Content help with SEO or keyword rankings?
No. Amazon A+ Content is not indexed by Amazon's search algorithm, so any keywords that are placed in the A+ modules will not contribute to organic search rankings.
The only exception is optimized images with Alt text. Such images can improve visibility in Google Image search and Amazon's image-based results. For Amazon SEO, keywords need to be present in the title, bullet points, and backend search terms.
What is the difference between Basic A+ Content and Premium A+ Content?
Basic A+ Content gives sellers up to 5 customizable modules per ASIN, whereas Premium A+ content offers up to 7 modules from an expanded library.
Premium A+ is invite-only and was initially made for large vendors. Now, Amazon has expanded the eligibility, which is based on having a sufficient number of approved A+ submissions in your account.
Premium A+ is invite-only and was historically limited to large vendors — but Amazon has expanded eligibility based on having a sufficient number of approved A+ submissions in your account.
Should I add A+ Content to every product in my catalog?
No, you should not add A+ content to every product; instead, start with your highest-traffic and highest-revenue ASINS as it's where the CVR improvement will have the most impact.
Your priority should be listings that have a strong click-through rate but a weak conversion rate, as this is what signals that you have potential buyers who are still not convinced.
A+ is also essential if the competitors' listings in the same category do have it, and you don't. This signals that your brand is less professional, so it's essential to add it.
For a large catalog, we recommend a tiered rollout: A+ content for your top 20% of revenue-generating ASINS, then continue to expand.
How do I know if my A+ Content is actually working?
When you go to the Seller Central, it's where you will track the unit session percentage.
If the unit percentage doesn't approve within 30 days of A+ Content going live, it means the content is not resonating, so your next step is doing A+ Experiments, which will allow you to do two content variations and find out which converts better.
If the unit percentage goes up, it means the A+ Content is working.
What gets A+ Content rejected by Amazon?
What gets A+ Content rejected includes customer reviews from third parties, GIFs, products that mention competitors by name, promotional language and phrases that mention any discounts, or links to external websites.
Duplicate images and content with spelling or grammar errors may also be subject to rejection, make sure you review Amazon's full content guidelines thoroughly before the submission.
How long does A+ Content take to get approved?
A+ Content review can take up to 7 days, although most approvals happen in 2 to 4 days.
After the approval, it can take up to 24 hours to appear in the product page, which gives you a two-day window after the publishing to make any edits.
Can I run A+ Content experiments on any ASIN?
Only ASINS that have sufficient sales are eligible for A+ Experiments, and this is determined automatically by Amazon.
The eligible ASINS appear in your A+ Content Manager under the Experiments tab. The minimum duration of the experiment is 4 weeks, and the maximum is 10 weeks.
Does A+ Content affect my Amazon PPC performance?
Indirectly, yes. A+ Content doesn't change your ad eligibility or targeting but improves the listing's conversion rate, which reduces your Cost Per Acquisition and improves ACoS on PPC campaigns.
A higher converting listing means that the same ad spend is generating more sales, which lowers ACoS and improves TACoS (total advertising cost of sales).
This is why at Olifant Digital we build and optimize A+ Content before scaling PPC spend, as running ads to low-converting listing will only burn the budget, whereas running ads to high-converting listings will work for your benefit.
Ready to Fix What Your A+ Content Is Missing?
If your A+ Content is not moving your unit session percentage, it means your content is not doing its job.
At Olifant Digital, we build and test A+ Content as part of a full listing optimization system.
This is the same approach that delivered a 51% CVR increase for Elite Jumps and helped Ekster to launch its Amazon channel from zero.
Book a free Amazon audit and we'll show you exactly where your listing is losing conversions.
