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A+ Content replaces the boring Description block with image-heavy modules that lift conversion 5-10% on average. Brand Registered sellers get it free — and most still use it badly. This is the structure that actually moves the needle.
Who this is forBrand Registered sellers building or rebuilding A+ Content for their top-revenue ASINs. Especially relevant if your current A+ is text-heavy, doesn’t include a comparison chart, or hasn’t been updated since launch.
What you'll need
Step 1
A+ Basic gives you 7 modules. The high-converting sequence: Hero → Brand Story → Top Benefit → Feature Grid → Comparison Chart → Use Cases → FAQ/Trust.
Module 1 (Hero banner): full-width image with a single headline ("Built for [Use Case]") and a 1-sentence subhead. NO walls of text.
Module 2 (Brand Story): "From the brand" module that introduces the founder/origin. Lifts conversion 3-5% via trust.
Module 3 (Top Benefit): The #1 customer outcome — not a feature. ("40 Hours of Battery Means You Forget to Charge"). Lifestyle image, 2-sentence body.
Module 4 (Feature Grid): 4-quadrant or 3-column grid with icon + spec + 1-sentence explanation. Most-skimmed module — keep it scannable.
Module 5 (Comparison Chart): your product vs 2 competitors OR your product vs 2-3 of your own SKUs (cross-sell). HIGHEST conversion lift module — 15-25% lift when done well.
Module 6 (Use Cases): 2-3 lifestyle scenes (work, gym, travel) with 1-2 sentence captions. Indexes for use-case keywords too.
Module 7 (Trust/FAQ): warranty, fit guarantee, customer support promise. Reduces purchase anxiety.
Step 2
A+ images: PNG or JPEG, < 5MB each. Recommended sizes: 970×600 (full-width banner), 300×300 (feature icons), 1500×1500 (lifestyle).
Pull the A+ Content Image Specifications: Brands → A+ Content Manager → Help → Image Specifications. Different modules require different aspect ratios.
Common spec failures: oversized files (over 5MB) auto-reject; HEIC format auto-rejects (convert to PNG/JPEG); ALT text missing on lifestyle modules.
Lifestyle images: real people using the product, not just product on white background. Lifestyle outperforms studio shots by 8-15% in module-level engagement.
Avoid: stock photos with watermarks (auto-reject), images with competitor logos visible (rejection), images with text overlaid in font sizes under 14px (mobile illegibility).
For comparison-chart module: keep cells text-only or text + small icons. Image-heavy cells render badly on mobile.
Add ALT text to every image — Amazon’s A+ Content review flags missing ALT and it helps with on-page SEO inside Amazon search.
Step 3
Brands → A+ Content Manager → Create Content → Basic. Drag-and-drop modules, upload images, write copy, save Draft, Submit for Approval.
Navigate to Brands → A+ Content Manager → Create A+ Content.
Pick "A+ Content (Basic)" — free. "Premium A+" is invite-only for top sellers.
Name the content: "[Brand] [Product] A+ v1" so you can find/version it later.
Add modules one-by-one in the 7-module sequence from Step 1.
For each module: upload image → write headline → write body copy (50-150 chars) → add ALT text.
Save as Draft frequently. The editor auto-saves but has been known to lose progress on session expiry.
Preview on Desktop AND Mobile (toggle in editor). 70% of Amazon traffic is mobile — if it doesn’t read well on mobile, rebuild.
Step 4
Submit → Amazon reviews in 7 business days (often faster) → after approval, apply the A+ Content to your target ASINs.
Click "Submit for Approval." Amazon reviews for: image specs, IP compliance, claim accuracy ("clinically proven" needs evidence), competitor mentions.
Approval typically takes 24-72 hours. Up to 7 business days for borderline content.
Common rejection reasons: (1) absolute claims without evidence ("#1 in category"), (2) competitor logos visible, (3) pricing or promotional language ("Sale! 20% off!" — A+ is permanent, not promotional), (4) shipping promises ("Free 2-day shipping"), (5) external URLs (Amazon doesn’t allow links out).
After approval, click "Apply to ASINs" → select all SKUs that should share this A+ content (e.g., color variants of the same product).
A+ goes live within 24 hours of application. Verify on a desktop and mobile session that the modules render.
Step 5
Brand Analytics → Conversion Insights → before/after the A+ launch. Look for 5-10% lift in 30 days; if zero lift, rebuild.
Brands → Brand Analytics → Search Query Performance.
Pull baseline conversion rate (CVR) for the 30 days BEFORE you applied A+ Content.
After A+ goes live, wait 30 days, then pull CVR for the post-A+ 30 days.
Healthy lift: 5-10% improvement in CVR (e.g., from 12% to 12.8%). Anything above 10% is great. Zero lift means the A+ isn’t resonating.
If lift is zero or negative: rebuild module 5 (comparison chart) first — that’s usually where the issue is. Then rebuild module 3 (top benefit).
Don’t conflate A+ lift with PPC, promotional, or seasonal lift. Pull non-promo, non-Lightning-Deal days only for clean comparison.
Step 6
A+ Content is not "set and forget." Quarterly refresh: new lifestyle images, updated comparison data, new feature highlights based on review themes.
Every 90 days: review your A+ Content against (a) new product features, (b) competitor moves, (c) customer review themes.
Common refresh targets: comparison chart (competitor prices change), lifestyle images (seasonal relevance — gym in January, travel in summer), brand story (new accolades, press, customer counts).
A/B test: A+ Content Manager → Premium A+ users get A/B test functionality. Basic A+ doesn’t have native A/B — you’ll have to compare 30-day windows after each update.
Save approved versions: Amazon retains version history. If a refresh underperforms, revert to the prior version.
Common mistakes
Text-heavy modules with no visual hierarchy
What goes wrong: Mobile users scroll past walls of text. Conversion lift drops to 0-2% vs the 5-10% A+ should deliver. On a $3K/mo SKU, that’s $150-300/mo of unrealized lift.
How to avoid: Every module = ONE image + ONE headline + 1-2 sentence body. If a module has more than 50 words of copy, split it.
No comparison chart module
What goes wrong: Comparison chart is the single highest-converting module in A+. Skipping it costs 15-25% lift on that module alone. Most sellers skip it because it takes 30 minutes to build.
How to avoid: Always include a comparison chart. If you don’t want to call out competitors, compare your own SKUs (e.g., "Standard vs Pro vs Premium") — cross-sells and lifts AOV simultaneously.
Claims without evidence
What goes wrong: A+ rejected for "#1 in category" or "clinically proven" without citations. Each rejection adds 3-7 days to approval and disrupts launch sequencing.
How to avoid: Replace absolute claims with specific facts: "Sold 50K units in 2025" beats "#1 in category" because it’s verifiable. Or remove the claim and let the comparison chart show advantage.
Skipping mobile preview
What goes wrong: 70% of Amazon traffic is mobile. Desktop-only review misses image sizing, text legibility, and module ordering issues that tank mobile conversion.
How to avoid: Always toggle to Mobile preview in the editor. Test on an actual phone after publishing — render artifacts happen.
Not refreshing quarterly
What goes wrong: A+ that was great in Q1 looks stale by Q4 — outdated comparison prices, missing new product features, brand story that no longer reflects company. Conversion lift erodes month over month.
How to avoid: Quarterly calendar reminder: review A+ for every top-10 ASIN. 30-min refresh per ASIN keeps the lift compounding.
Recap
Done — what's next
How to set up Amazon Brand Registry
Read the next tutorial
Hand it off
A+ Content is one of the highest-ROI things you can do on Amazon — and one of the most under-built. A specialist can build the full 7-module A+ for a SKU in 2 hours, including the comparison chart and brand story. For a 10-SKU catalog, this is a $400-800 setup engagement that typically returns 5-10% conversion lift within 30 days. Ongoing Amazon management runs $800-2,400/mo.
See Amazon specialist rates
Basic A+: 7 modules, free, available to all Brand Registered sellers. Premium A+: 14 modules (including interactive carousels, video, expandable Q&A, hover effects), invite-only for top sellers with high brand-building track record. Most sellers get 90% of the conversion lift from Basic A+ — Premium is overkill unless you’re doing $50K+/mo per ASIN.
A+ Content compounds over 30-60 days as more traffic flows through it. First-week lift is usually small (1-3%). Steady-state lift after 30 days: 5-10%. Some categories (apparel, high-consideration purchases) see 10-15% lift; commodity categories see 3-5%.
No. A+ Content is gated behind Brand Registry, which requires you to own the trademark. If you’re reselling someone else’s brand, you can’t add A+ Content to their ASINs.
A+ Content Manager → find your approved A+ → "Edit." Make changes → "Submit for Approval" again. Re-review takes 24-72 hours. The current version stays live during re-review.
Indirectly. A+ Content doesn’t add searchable text (the module copy isn’t indexed for keyword matching), but higher conversion rate IS a ranking signal. Listings that convert better rank higher organically. So A+ lifts conversion → conversion lifts rank → rank lifts traffic → loop compounds.
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