Most sellers build their Amazon A+ Content design backwards. They pick modules that look good in Seller Central, drop in some lifestyle photos, add a paragraph of brand copy, and publish. Then they wonder why their conversion rate didn't move.
After reviewing 50,000+ Amazon listings, I can tell you the pattern: roughly 80% of A+ Content on the platform is decorative, not functional. It looks professional. It fills the space below the fold. But it doesn't answer the questions that are actually stopping people from buying.
A+ Content isn't a brand brochure. It's a conversion tool. And like any conversion tool, every single module needs a job.
What Is Amazon A+ Content (and Why Most of It Doesn't Work)?
Amazon A+ Content — formerly called Enhanced Brand Content (EBC) — replaces the standard text product description with rich visual modules. It's available to any seller enrolled in Amazon Brand Registry with a Professional account.
Here's what Amazon's own data says: Basic A+ Content can lift sales by 5–8%. Premium A+ Content can push that to 20%. Those are real numbers. But they're averages, and averages lie.
The sellers hitting 15–20% lifts aren't using better photos than you. They're using better strategy. Their modules follow a conversion logic: problem, solution, proof, differentiation, and close. The sellers seeing 0–2% lifts have the same number of modules — they just have no sequence.
The difference between A+ Content that converts and A+ Content that exists is intentional design at the module level.
The A+ Content Module Strategy: Build a Conversion Sequence, Not a Gallery
Amazon gives you up to seven content modules in Basic A+ and up to seven in Premium A+. Most sellers treat this like a photo album. That's the first mistake.
Each module should answer one specific buyer objection or question. If you can't articulate what a module does for the buyer in one sentence, cut it.
Here's the module sequence we use across categories:
Module 1: The Problem Statement
Open with the pain point your product solves. Not your product — the problem. Use a lifestyle image showing the frustration or gap your customer experiences. Pair it with a short headline (8–12 words) and one sentence of copy.
This module earns the scroll. If it's generic ("Premium quality for your everyday needs"), shoppers bounce. If it's specific ("Tired of reapplying sunscreen every 45 minutes?"), they keep reading.
Module 2: The Solution (Your Product)
Now introduce your product as the answer. A clean product shot — not the hero image, something fresh — with 3–4 benefit callouts. Use the Standard Image and Light Text Overlay module or the Standard Three Images and Text module here.
Key rule: benefits, not features. "72-hour moisture barrier" is a feature. "Apply once in the morning, forget about it all day" is a benefit. Buyers don't purchase specs. They purchase outcomes.
Module 3: Technical Proof
This is where you earn trust with the skeptical buyer. Dimensions, materials, certifications, ingredients, compatibility. Use the Standard Technical Specifications module or a custom infographic.
Design your infographic images at 2x resolution. Amazon renders A+ Content modules at specific widths (most are 970px), but uploading at 1940px ensures crisp rendering on high-DPI screens and mobile zoom. The standard A+ Content image size for a full-width banner is 970 x 600px — design at 1940 x 1200px.
Module 4: Social Proof or Use Cases
Show your product in multiple real-world scenarios. Three lifestyle images with captions work well here. If you have strong reviews, pull 2–3 five-star quotes into a designed graphic (don't use screenshots — design them on-brand).
This module does the job that reviews do above the fold, but in a controlled, visual format. You choose which proof points to highlight.
Module 5: The Comparison Chart
This is the most underused A+ Content module, and it's arguably the most valuable for A+ Content conversion rate improvement. The comparison chart lets you display 4–5 of your own ASINs side by side, with checkmarks, specs, and "Add to Cart" buttons.
Two things happen here:
- You keep shoppers inside your brand catalog. Instead of scrolling down to "Customers also viewed" (your competitors), they're comparing your products against each other.
- You increase average order value. If someone came for your mid-tier product, the comparison chart can upsell them to premium — or cross-sell an accessory.
Sellers who skip the comparison chart are handing traffic to competitors for free. If you have more than one ASIN, use this module. Every time.
Modules 6–7: Brand Story and Final CTA
Use these for your brand narrative and a closing statement. Keep the brand story module short — 2–3 sentences about why you built this product, what makes you different. Not your company's founding story. The buyer doesn't care that you started in a garage.
Your final module should reinforce the primary benefit and create urgency or confidence. A guarantee, a "what's in the box" breakdown, or a bold claim you can back up.
Amazon A+ Content Best Practices That Actually Move the Needle
The internet is full of A+ Content best practices lists. Most of them are surface-level. Here's what actually matters after designing A+ for hundreds of brands:
Write for Scanners, Not Readers
Over 70% of Amazon traffic is mobile. On a 6-inch screen, nobody is reading your three-paragraph brand story. They're scanning images and bolded text, then deciding in seconds.
Every text block in your A+ Content should follow this rule: if the buyer only reads the headline and looks at the image, do they still get the message? If the answer is no, rewrite it.
- Headlines: 6–12 words max
- Body copy: 2–3 sentences per module
- Use bullet points inside modules when listing benefits
Design Mobile-First
Seller Central's preview is unreliable for mobile rendering. After publishing, pull up your listing on an actual phone and scroll through every module.
Common mobile failures:
- Text overlays on images become unreadable below 14pt font
- Side-by-side layouts stack vertically and lose their visual relationship
- Comparison charts with 5+ columns require horizontal scrolling (keep it to 4 columns on mobile)
A+ Content mobile optimization isn't optional. It's where most of your buyers are. If your modules look great on desktop but broken on mobile, you're optimizing for the minority.
Stop Recycling Gallery Images
Amazon's own guidelines discourage reusing images from your main product gallery in A+ Content. More importantly, it's a missed opportunity. Your gallery images already did their job — they got the click and kept the buyer on the page. A+ Content needs to do different work: answer objections, build trust, cross-sell.
If your A+ Content contains the same six images from your image stack, you've wasted the most valuable real estate below the fold.
Use Alt Text Strategically
Amazon doesn't index A+ Content alt text for its own search algorithm. But Google does. Thoughtful, descriptive alt text on every A+ image can drive external traffic from Google Image search directly to your listing.
Write alt text that describes the image and includes relevant keywords naturally: "Stainless steel insulated water bottle showing 24-hour cold retention test results" — not "water bottle image 3."
Standard A+ Content vs. Premium A+ Content: Which Is Worth It?
This is one of the most common questions we hear. The short answer: start with Standard, earn your way to Premium.
Standard A+ Content (Basic)
- Available to all Brand Registry sellers
- Up to 7 modules
- Static images and text
- Comparison charts, brand story
- Average conversion lift: 5–8%
- No additional cost
Premium A+ Content (A++ / Brand Story Plus)
- Available to sellers who meet eligibility criteria (typically requires Brand Story on all ASINs and history of A+ submissions)
- Interactive modules: video, hover hotspots, carousels, Q&A modules
- Larger image formats and richer layouts
- Average conversion lift: up to 20%
- No additional cost (when eligible)
Here's what most guides won't tell you: Premium A+ Content only outperforms Standard when the strategy is right. We've seen Premium A+ with video carousels and interactive hotspots convert worse than a well-structured Standard A+ layout. Split tests by multiple agencies have shown that static, focused modules often outperform interactive ones — because interactive modules create decision fatigue.
Don't chase Premium features for their own sake. If your Standard A+ Content isn't converting well, adding video carousels won't fix a strategy problem. Fix the module sequence first. Then test Premium features incrementally using Manage Your Experiments.
How to Measure Whether Your A+ Content Is Working
Publishing A+ Content without measuring its impact is guessing. Here's exactly how to know if your A+ Content design is earning its place.
Track Unit Session Percentage (Conversion Rate)
In Seller Central, go to Business Reports > Detail Page Sales and Traffic. Your Unit Session Percentage is your conversion rate. Record this number for the 30 days before publishing A+ Content, then compare it to the 30 days after.
A meaningful lift is 1–3 percentage points. If you're at 12% and it moves to 14%, that's significant. On a listing doing 10,000 sessions per month at a $25 average order value, a 2-point CVR improvement equals $5,000 in additional monthly revenue from the same traffic.
Use Manage Your Experiments for A/B Testing
Amazon's Manage Your Experiments tool lets you run a proper A/B test on your A+ Content. Version A (your current content) competes head-to-head against Version B (your new design), with traffic split randomly.
Run tests for at least 8 weeks. Ending early produces unreliable results. Amazon will tell you when the data reaches statistical significance and even projects the one-year revenue impact.
Test one variable at a time. If you change the module sequence, images, and copy simultaneously, you won't know what drove the result. Test the module order first. Then test individual images within the winning layout.
Monitor Downstream Metrics
A+ Content affects more than just conversion rate. Watch for:
- Reduced return rate: Better product education below the fold means fewer "not what I expected" returns
- Lower ACOS: Higher CVR means more conversions per click, which directly reduces your advertising cost of sale. If you're running Sponsored Products and your CVR improves from 10% to 12%, your effective CPC just dropped by ~17%. (Learn how to measure your CTR to see the full picture.)
- Improved organic rank: More sales from the same traffic increase your sales velocity, which Amazon's algorithm rewards with better organic placement
Common Amazon A+ Content Design Mistakes (and How to Fix Them)
After reviewing thousands of A+ Content layouts, these are the mistakes I see most often:
Mistake 1: Building A+ Before Fixing Your Hero Image
This is the most expensive mistake sellers make. Your hero image determines whether shoppers click. Your A+ Content determines whether they convert. If nobody's clicking, it doesn't matter how good your A+ is — nobody sees it.
Fix your hero image and image stack first. Get your CTR to category benchmark. Then invest in A+ Content. Doing it backwards means you're optimizing a page nobody visits.
Mistake 2: Text-Heavy Modules
If any single module in your A+ Content has more than 75 words of body copy, it's too much. Amazon shoppers are not reading paragraphs. They're scanning. Dense text blocks get scrolled past entirely — which means your carefully crafted brand story is invisible.
Fix: Cut every text block by 50%. If a sentence doesn't directly address a buyer objection or highlight a benefit, delete it.
Mistake 3: No Comparison Chart
If you sell more than one product, you need a comparison chart module. Period. Without it, shoppers who want to compare options will scroll to the "Compare with similar items" section — which features your competitors.
Mistake 4: Using Canva Templates or Fiverr Designs
In competitive categories, perceived brand quality drives purchase decisions. A+ Content built with generic templates signals "budget brand" to shoppers who are comparing you against established competitors. The design quality of your A+ Content is a direct proxy for product quality in the buyer's mind.
This doesn't mean you need to spend $5,000 on design. It means your A+ Content needs to look like it belongs to a brand that takes its product seriously. Consistent typography, a real color palette, professional photography — not stock images with overlay text.
Mistake 5: Ignoring the Amazon Brand Story Module
The Brand Story module appears above your A+ Content and spans across all your ASINs. It's persistent brand real estate — and most sellers either skip it or fill it with generic copy.
Use the Brand Story module to highlight your brand's unique angle in 2–3 sentences and link to your other products. It's free cross-selling real estate that most competitors aren't using.
A+ Content Image Size and Technical Requirements
Getting your A+ Content design rejected wastes time and delays your conversion improvements. Here are the specs that matter:
| Module Type | Image Width | Recommended Design Width |
|---|---|---|
| Standard Single Image | 970px | 1940px |
| Standard Company Logo | 600 x 180px | 1200 x 360px |
| Standard Three Image & Text | 300 x 300px each | 600 x 600px each |
| Standard Four Image & Text | 220 x 220px each | 440 x 440px each |
| Standard Comparison Chart | 150 x 150px per product | 300 x 300px per product |
| Standard Image Header | 970 x 600px | 1940 x 1200px |
File requirements:
- Format: JPEG or PNG (use PNG only when you need transparency)
- Maximum file size: 2MB per image
- Color space: RGB (not CMYK — print files will render with washed-out colors)
- No watermarks, promotional text, or pricing
Design everything at 2x and export at the exact module dimensions. This gives you maximum sharpness without exceeding file size limits.
Frequently Asked Questions
Does Amazon A+ Content help with SEO?
Amazon does not index A+ Content text for its internal A9 search algorithm. Your A+ Content won't help you rank for keywords on Amazon's search results page. However, Google does index A+ Content, including alt text on images. Well-written A+ Content can drive organic traffic from Google directly to your Amazon listings. And because A+ Content improves conversion rate, the resulting sales velocity boost indirectly helps your Amazon search ranking.
How long does it take for A+ Content to get approved?
Amazon typically reviews and approves A+ Content within 7 business days, though most submissions are approved within 24–48 hours. Common rejection reasons: using competitor brand names, making unverifiable claims ("best on Amazon"), including pricing or promotional language, or uploading images with the wrong dimensions. Fix the flagged issue and resubmit — don't start from scratch.
Is Premium A+ Content worth it?
Premium A+ Content can deliver up to a 20% sales lift — but only when built on a strong strategic foundation. If your Standard A+ Content isn't converting well, Premium features won't fix the problem. Start with Standard, measure your results, optimize your module sequence, and then test Premium modules through Manage Your Experiments to see if the interactive features move the needle for your specific category and audience.
Should I hire a designer or use templates for A+ Content?
It depends on your category competitiveness. In low-competition categories, well-executed templates can work fine. In competitive categories where shoppers are comparing 5–10 similar products, professional A+ Content design is a measurable advantage. The investment typically pays for itself within 60–90 days through conversion rate improvement. What you shouldn't do is use generic stock photography — custom lifestyle images consistently outperform stock in our A/B tests.
How often should I update my A+ Content?
Review your A+ Content quarterly. Update it when you launch new products (for the comparison chart), when you have new lifestyle photography, or when your Unit Session Percentage drops. If you're running Manage Your Experiments A+ Content tests, use the results to iterate. Treat A+ like a living asset, not a set-and-forget page.
Three Actions to Take This Week
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Audit your current A+ Content module sequence. Map each module to a specific buyer question or objection. If a module doesn't serve a clear conversion purpose, replace it with one that does.
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Add a comparison chart. If you sell more than one ASIN, this is the highest-impact single module you can add. It keeps shoppers in your brand catalog instead of sending them to competitors.
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Check your A+ on mobile. Pull up your listing on a phone and scroll through every module. If text is unreadable, images are cropped awkwardly, or modules lost their visual flow — fix those before touching anything else.
Your hero image wins the click. Your image stack builds consideration. Your A+ Content design closes the sale. Most sellers pour budget into the first two and phone in the third. That's the gap — and it's where the conversion rate lives.
Have questions about your A+ Content strategy? Want us to audit your current listing creative? Get in touch with Aspi Creatives — we've optimized 14,000+ hero images and reviewed 50,000+ listings across every major Amazon category.