In today’s competitive universe of Amazon selling, differentiation on the virtual shelf is not a choice—it’s necessary. Shoppers today are bombarded with choices, and they consult product pages for sound purchase decisions. For companies that need to break through the cacophony, A+ Content has become a game-intensifier for driving sales, building brand voice, and enhancing the shopping experience of customers.
But just what is A+ Content, and why is it sometimes referred to as Amazon’s best-kept secret?
Let’s dive in-depth into how this under-the-radar feature can open up a huge competitive advantage for registered brand owners—and how you can harness it correctly.
What Is Amazon A+ Content?
Amazon A+ Content (previously called Enhanced Brand Content or EBC) enables brand-registered sellers to add rich media assets to product detail pages. This encompasses high-definition images, unique text layouts, comparison tables, and interactive modules that extend beyond the basic product description.
It substitutes the bland product description section with a visually engaging and informative design that tells your brand story, deconstructs complicated features, and fosters consumer confidence—all while remaining within Amazon’s guidelines.
There are two levels: Basic A+ Content, which contains typical image and text modules, and Premium A+ Content, or A++ Content, that offers more sophisticated features including video, carousel modules, and hotspots (only available to invited vendors).
Why A+ Content Is Critical for Amazon Success
Amazon’s internal data indicates that A+ Content can increase conversion rates by 3% to 10% on average. For listings with high traffic, even a modest 5% increase in conversion can translate to thousands of dollars in additional revenue monthly.
Beyond boosting conversion, A+ Content contributes to:
> Reduced return rates by educating shoppers more effectively
> Enhanced brand recall via storytelling and consistent visuals
> Improved SEO discoverability through keyword-rich text modules and image ALT-tags
> Increased cross-selling opportunities using comparison charts and product grids
Ultimately, it transforms your listing from a static page into a compelling brand storefront.
How to Build Effective A+ Content
Creating A+ Content isn’t about piling up visuals for aesthetics. It’s about deliberately presenting information in a manner that allows the buyer to make faster, more courageous buying decisions. This is how you do it correctly:
Write a Compelling Brand Story
Make a good first impression. Use the Brand Story module, a horizontal bar that appears above the A+ Content, to tell customers who you are and why your brand exists.
Instead of developing generic taglines, draw on your brand values, mission, and history. For example, if your business produces environmentally friendly baby items, highlight how it began as a response to a need to provide healthier options for your own kids. Real storytelling puts a human touch to your brand and triggers emotional responses.
Show photos of your founders, your manufacturing process, or your socially responsible sourcing efforts—anything distinctive about your company. Amazon data reveals that listings with Brand Story modules have higher customer engagement, particularly in repeat purchases.
Emphasize Product Features with Banner Images
Banner image modules are just the thing to get the shopper’s attention and display product features at a glance. Rather than counting on text to do the talking, utilize infographic-type visuals that emphasize the important specs.
Let’s say you’re selling a high-performance blender. A banner image showing the stainless-steel blades, motor power (in watts), and preset functions, paired with icons and brief labels, helps communicate more effectively than paragraphs ever could.
Remember, shoppers often skim content. Clear banners with digestible information improve retention and influence buyer confidence.
Educate Without Overwhelming
When product descriptions get specific, that sells. Consumers desire transparency—not lofty marketing jargon. Utilize your A+ text blocks to say how your product operates, the materials it’s constructed from, and the advantages it provides.
Rather than “high-quality construction,” use “built with 18/10 stainless steel, tested at 10,000 dishwasher cycles.” Use language that indicates product integrity, lifespan, and functional value. Provide dimensions, compatibility details, or safety certifications where relevant.
This educational material has two benefits: it responds to frequent purchasing questions (pre-purchase hesitation reduction) and decreases post-purchase disorientation (which can reduce the rate of returns).
Use Image ALT-Text for SEO
Many sellers overlook this subtle but important optimization step. Amazon allows you to insert ALT-text for each image, which is not visible to shoppers but readable by search engines.
This helps improve the organic discoverability of your listing within Amazon’s search algorithm and external search engines like Google. Use your primary keywords, product name, and key attributes naturally within the ALT-text—without keyword stuffing.
Think of ALT-text as hidden SEO real estate. It’s free, and it works in your favor when done correctly.
Leverage the Comparison Table Module
One of the most powerful features in A+ Content is the Shoppable Comparison Table. This module allows you to showcase up to six products from your catalog side by side, complete with feature highlights and “Add to Cart” buttons.
Not only does this guide users to the best product for their needs, but it increases average order value by encouraging cross-sells. For example, if someone is buying wireless earbuds, showing them your Bluetooth speaker or headphone stand as part of the ecosystem increases basket size.
According to Amazon, comparison charts are among the highest converting modules within A+ Content—so don’t miss the opportunity to use them strategically.
Real-World Example: The Impact of A+ Content
Consider a small health and wellness brand that sells dietary supplements on Amazon. Initially, their listings included only the basic bullet points and description. After implementing A+ Content with:
Professional lifestyle imagery
Ingredient breakdowns
Customer testimonials
A Brand Story section highlighting their organic sourcing methods
They saw a 12% increase in conversion rate over the next 30 days. Their most popular product began ranking higher organically and return rates dropped by 15% due to better-informed customers.
This success story isn’t unique—thousands of sellers see similar gains after elevating their listings with A+ Content.
Highlight Product Features with Banner Images
Banner-style image modules are ideal for catching the shopper’s eye and showcasing product features at a glance. Instead of relying on text to do the explaining, use infographic-style visuals that highlight key specs.
Let’s say you’re selling a high-performance blender. A banner image Using AI to Accelerate Content Creation
Not all brands have access to professional design teams or unlimited budgets for photography. Fortunately, Amazon now has a built-in Generative AI image tool in the A+ Content Manager.
Using this tool, you can design new lifestyle images, 3D renders, and infographic assets directly in Seller Central. AI-generated images are particularly useful for trying out alternate visual styles or building seasonal variations without the expense.
If you’re short of time or resources, this is an effective method of keeping images fresh without sacrificing quality.
A+ Content Mistakes to Steer Clear Of
While A+ Content can revolutionize your content, some mistakes will devalue its power. Steer clear of:
Overcrowding with text in image modules. This text cannot be read by Amazon SEO and is mobile-inefficient.
Employing generic or stock photos that don’t clearly display your product.
Copycating top image content within your A+ section—make it additive, not redundant.
Being imprecise or overly promotional rather than educational and detailed.
Forgetting mobile optimization—preview your layout on desktop and mobile views to verify readability and formatting accuracy.
Is Premium A+ Content Worth It?
Premium A+ (also referred to as A++ Content) is now invite-only to some vendors, usually by sales volume or category. It contains cutting-edge modules such as video, hover effects, image carousels, and interactive elements.
Premium A+ brands usually experience another 15%–20% increase in conversions as a result of the richer experience and deeper storytelling.
If you qualify and have the budget, it’s a good investment—particularly in competitive, high-ticket categories such as electronics, cosmetics, and kitchen appliances.
displaying the stainless-steel blades, motor power (watts), and preset functions, along with icons and concise labels, explains better than paragraphs ever could.
Keep in mind that consumers tend to skim. Easy-to-read banners with bite-sized information enhance recall and impact purchasing confidence.
Educate Without Overwhelming
As far as product descriptions are concerned, specific sells. Clarity, not vacuous marketing jargon, is what shoppers crave. Utilize your A+ copy blocks to explain how your product functions, materials it’s composed of, and benefits.
Instead of using “high-quality construction,” tell customers “made from 18/10 stainless steel, withstood 10,000 cycles in a dishwasher.” Use language that establishes product integrity, durability, and functional value. Add dimensions, compatibility information, or safety ratings where relevant.
This learning material has two functions: it responds to frequent buyer inquiries (eliminating the hesitation to buy) and decreases post-purchase uncertainty (which could decrease rates of returns).
Final Thoughts: Build for Trust, Sell Through Experience
In today’s digital-first retail landscape, shoppers crave confidence and clarity. A+ Content delivers both.
It’s no longer enough to list features and hope for the best. Brands need to communicate value visually and emotionally while guiding customers toward a confident purchase decision. A+ Content is the toolkit that allows you to do just that—while also feeding Amazon’s algorithm what it needs to rank your listings higher.
Whether you’re launching a new product, optimizing a bestseller, or building a brand from the ground up—investing in A+ Content is one of the most cost-effective, high-ROI moves you can make.
