A+ Content is a laid-out block of images, text and tables that replaces the plain product description on an Amazon listing. It reads like a small landing page inside the listing, is available to Brand Registry owners, and the basic version costs nothing.
Here is what it actually does for sales, which modules to build it from, how to get it approved, and where sellers most often waste the opportunity.
What A+ Content does
Amazon cites a few percentage points of conversion uplift as a benchmark, and in practice the spread is wide — from nothing to a substantial gain. The difference is almost always whether the block resolves a real doubt or simply restates the bullets attractively.
| What changes | Mechanism |
| Conversion | Removes objections the text does not answer |
| Returns | Fall — scale and compatibility become visible |
| Time on page | Rises, which indirectly supports ranking |
| Brand perception | The listing stops looking like a reseller's |
| Competitive comparison | A comparison module keeps the choice inside your range |
One technical constraint matters above the rest: Amazon does not index text inside images. Keywords baked into a graphic do not exist for search. Your keywords belong in module headings and text fields, not in the artwork.
Which modules to use
Amazon offers a set: full-width banner, image with side text, three or four column layouts, a specification table, and a product comparison module. A structure that works across most categories:
Open with a banner carrying the main benefit. Not the brand name — the reason to buy this particular product.
Then three or four blocks, each answering one objection. One image, one short heading, two or three sentences. Not paragraphs.
A specification table. Everything a buyer checks before purchase: dimensions, materials, compatibility, what is in the box.
A range comparison module. If you sell several models, show them side by side. It keeps the decision inside your brand instead of sending the shopper back to search.
A brand block. Short, at the end. Company history is not what they came for.
Finding the objections worth answering
Do not invent them. Take 200–300 reviews of your product and your competitors', group the complaints by frequency, and the top three become your blocks. It is the same method described in AI tools for Amazon sellers, and it takes half an hour.
The second source is the customer questions section on competitor listings. A question asked ten times is a finished module heading.
Image requirements
Every module has its own dimensions, and Amazon rejects assets that do not fit them. The general rules: high-quality images without pixelation, no competitor logos, no mention of price or promotions, no medical or guaranteed-outcome claims, no contact details or links to outside sites.
The most frequent rejection reason is prohibited wording in the text: "best on the market", "number one", references to guarantees and discounts.
Five mistakes
Beautiful but empty. A designed block adding no information beyond the bullets does not move conversion.
Keywords inside images. They are not indexed. Text has to be text.
Walls of copy. A+ gets skimmed. Two or three sentences per module, no more.
One template across the catalogue. Different products answer different objections. The same block copied onto 40 listings underperforms three tailored ones.
No mobile check. Most Amazon traffic is mobile and modules reflow there. Small text on a banner is simply unreadable on a phone.
How long it takes
Content preparation runs from a few hours to a day per product, depending on whether photography already exists. Amazon moderation usually takes up to a week. The effect becomes visible over a month, once enough traffic has accumulated to compare conversion.
Measure on listing conversion rather than total sales: if the advertising budget changed at the same time, you will not get a clean reading.
Frequently asked questions
Is Brand Registry required?
Yes, it is a prerequisite, and registration requires your own trademark.
Is it free?
The basic version is. Extended formats with video and additional modules are available under separate terms.
Does A+ replace the standard description?
Visually yes — the block displays instead of the text description. But the bullets and backend keywords remain and continue to drive search.
Does A+ affect Amazon search ranking?
Not as a direct factor. It works through conversion: better conversion, better position.
What if moderation rejects it?
The rejection names the reason. Usually it is prohibited wording or an image that does not match module dimensions. Fix and resubmit — there is no cap on attempts.
Next steps
A+ Content sits on top of listing optimisation rather than replacing it. The fundamentals are in Amazon SEO: product listing optimisation.
We build listings and run marketplace sales through Amazon promotion and marketplace marketing. Get in touch via contact Top Team.
