Creating Amazon A+ Content: Complete Guide & Best Practices for 2024

Seller Strategy

The most successful brands have one crucial thing in common: they tell a story

Customers don’t buy products. They’re not persuaded by features. They buy benefits, stories, and transformations.

But on Amazon, your space to tell that story is limited by the format of Amazon product listings. 

Unless you take advantage of Amazon A+ Content. 

A+ Content allows you the space and flexibility to tell your brand story and sell the transformation that customers get with your product to improve your conversion rates on Amazon. 

In this article we’ll walk you through:

  1. What is Amazon A+ Content?
  2. Who is eligible for A+ Content?
  3. How to Create Amazon A+ Content
  4. A+ Content Examples
  5. The benefits of Amazon A+ Content
  6. Amazon A+ Content Best Practices
  7. Testing Your A+ Content
  8. A+ Content vs Premium A+ Content

What is Amazon A+ Content?

Amazon A+ Content allows sellers to create visually appealing, persuasive product listings to showcase their products with comparison charts, high-quality images, and custom text placements.

Regular Amazon listings only allow 2,000 characters of plain text in the product description – leaving little opportunity to showcase your product.

A+ Content allows brands to communicate their value, unique selling point, and the benefits of their product much more effectively.

Apple A+ Content

Who is Eligible for Amazon A+ Content?

To create Amazon A+ Content, you must be a retail vendor or a professional seller who is an approved brand owner through Amazon Brand Registry

Emerging brand owners who are part of selling programs like Launchpad and Amazon Exclusives also get to take advantage of A+ Content.

How to Create Amazon A+ Content

Get to Know the Amazon A+ Content Guidelines

When creating A+ Content, it’s essential to follow Amazon’s guidelines. The key things you need to know are:

  • Substantiate claims
  • Avoid adding contact details or external links
  • Never use promotional messages like “best selling” or “sale”
  • Don’t reference competitors or customer reviews
  • Use high-quality, clear-resolution images 

Guidelines emphasize clarity, relevance, and compliance with Amazon’s branding policies so familiarize yourself with the full guidelines list on Amazon before creating your A+ Content. 

Creating A+ Content: Step-By-Step

Creating Amazon A+ Content is a straightforward process when you follow these steps and you understand what it is about your product that’ll attract more customers. 

  1. Access the A+ Content Manager
    by navigating to the A+ Content Manager under the Advertising tab.
Access A+ Content Manager
Source: Amazon
  1. Click ‘Start Creating A+ Content’
    On the next page, Amazon offers two types of A+ Content – Enhanced Product Description and Brand Story. Choose the one that best suits your brand.
Start Creating A+ Content
Source: Amazon
  1. Name Your Content & Select a Language
    A+ Content will only appear in the language you’ve selected.
Name and select language
Source: Amazon
  1. Add Your Modules
    You can add up to 7 content modules to showcase your brand or product (although Amazon states you can only add 5). This can include high-quality images, text, comparison charts, and other multimedia elements that help tell your product’s story from any of these 17 modules:
  • Standard company logo
  • Standard comparison chart
  • Standard four images and text
  • Standard four images/text quadrant
  • Standard image and light text overlay
  • Standard image and dark text overlay
  • Standard single image and highlights
  • Standard image header with text
  • Standard multiple image module A
  • Standard single image and sidebar
  • Standard single image and specs detail
  • Standard single left image
  • Standard single right image
  • Standard product description text
  • Standard image header with text
  • Standard technical specifications
  • Standard three images and text
Add Module
Source: Amazon
  1. Customize the Layout
    Arrange and populate the modules with text and images in a way that aligns with your brand and highlights your product’s features. Remember, the layout should be visually appealing and easy to navigate.
  1. Apply the A+ Content to ASINs
    Once you’re satisfied with the content, apply it to specific ASINs within your brand catalog. You can apply the content to a single ASIN or multiple ASINs, depending on your needs.
Apply content to ASINs
Source: Amazon
  1. Submit for Approval
    Submit your A+ Content for review. This process can take up to 7 days, so be patient. Amazon will notify you once your content is approved or if any changes are needed.
  1. Monitor and Update
    After your content is live, that isn’t the end of the road. For the best results, monitor its performance and make regularly optimize it based on customer feedback and performance metrics.

Amazon A+ Content Examples

Here are some examples of how brands have effectively used A+ Content to enhance their product listings in a way that drives intrigue, loyalty, and more conversions:

  • Lifestyle Images and Scenarios: Successful A+ Content often uses lifestyle images and scenarios that help customers visualize themselves using the product. This can be particularly effective for products like clothes, furniture, or any product where seeing it in a real-life context can enhance its appeal.
Fitbit A+ Content Lifestyle image
  • Brand-Focused Content: Enhanced brand content typically includes a brand logo, high-quality images, and a unique brand story. This is especially crucial for building your brand identity and creating an emotional connection with customers so that they feel compelled to purchase from you again. Essentially, brand content inspires loyalty.
Sony A+ Content
  • Comparison Charts: These examples utilize comparison charts to help customers differentiate between product variations. This is particularly useful for products with multiple models or versions.
CleverFox Comparison Charts
  • Technical Specifications and Detailed Descriptions: When a product has a number of notable features, demonstrating them aids in helping customers make informed purchasing decisions. This can be particularly useful for tech products or any product with a number of features – like this cooler backpack for example.
A+ Content technical specifications
  • Clean and Appealing Layout: The most effective A+ Content doesn’t overwhelm the customer. It’s cleanly designed with high-quality images and a logical layout. WHOOP does a great job of this in their listings.
Whoop A+ Content

What are the benefits of Amazon A+ Content?

The barriers to entry to becoming an Amazon seller are arguably low, especially for some easily manufactured products. That, combined with Amazon being the largest online marketplace in the world means sellers need to take every opportunity to differentiate themselves.

A+ Content not only differentiates your product from competitors, but it also differentiates your brand – having a huge impact on sales across your entire product range to support your business growth. 

Increase your conversion rate by up to 10%

According to Amazon, A+ Content can increase conversion rates by 3-10% by showcasing your brand and educating customers about the features of your product. 

A higher conversion rate means more sales, more profit, and a boost to your organic search ranking which could translate to the opportunity to reduce ad spend. 

Cross-selling opportunities 

 A+ Content provides an opportunity for cross-selling by using comparison charts to link to other products within your brand. 

This can increase your average order value and boost your overall sales.

Target different types of customers

There are four types of decision-makers. They’re labeled in various ways in sales and marketing but essentially, they’re: 

Fast, slow, logical, and emotional. 

A standard Amazon listing lacks the flexibility to attract and convert all four types of customers. Those who are slower, more methodical decision-makers respond well to being presented with more information. Emotional decision-makers respond well to seeing the product in use and picturing themselves using it. 

A+ Content allows you to connect with all types of decision-makers and improve your sales.  

In short, Amazon A+ Content can significantly enhance your product listings and boost your sales. Whether you’re a small business owner or a large corporation, creating A+ Content can provide a significant return on investment.

Improve brand awareness

Brand awareness is a key element of longevity as an eCommerce brand. 

Showcasing your brand through A+ Content allows you to inspire trust and loyalty from customers who may be interacting with your brand for the first time. It turns you from another one of the 9.7 million Amazon sellers to a credible, memorable brand.

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Get Started With Amazon A+ Content Best Practices 

Creating effective Amazon A+ Content requires strategic planning and execution. Here are some best practices to guide you:

  • Focus on High-Quality Visuals and Clear Text: Use high-quality images and clear, concise text to convey your product’s benefits effectively. Remember, your visuals are the first thing customers are drawn to, so make them count.
  • Incorporate SEO Strategies: Strategic keyword placement is just as important in your A+ Content as it is in your title and bullet points. However, avoid keyword stuffing that feels unnatural and disrupts the experience for the customer.
  • Regularly Test and Optimize Content: Monitor your A+ Content’s performance and make necessary updates based on customer feedback and performance metrics. This ensures your content remains effective and relevant.
  • Avoid Industry Jargon: More space means more opportunity to get your listing copy right – or get it wrong. Ensure it’s easy to understand and avoids jargon. It should be accessible to a broad audience, not just industry experts.
  • Proofread Content: Carefully proofread your content to avoid errors that could diminish your brand’s credibility. This includes checking for spelling, grammar, and punctuation errors. Whatever language your listing is in, ask yourself: does this sound like a native speaker wrote it?
  • Use Storytelling: Forge an emotional connection with potential buyers by incorporating storytelling into your content. This can include sharing your brand’s story or explaining how your product can solve a problem or improve the customer’s life.

By following these best practices, you can create effective A+ Content that enhances your product listings, engages customers, and boosts your sales.

Amazon seller application on mobile device

How to Test Amazon A+ Content

Testing is a crucial part of optimizing your Amazon A+ Content. Here’s how you can effectively test your A+ Content:

Monitor Key Performance Indicators

It’s good practice to review your performance metrics prior to adding A+ Content to your listing so you have a baseline to work with, so review metrics like conversion rates and customer engagement metrics before you get started. 

Continually monitoring these can then provide valuable insights into how well your A+ Content is performing.

A/B Testing with Amazon’s Built-in Tool

Amazon offers an A/B testing tool – Manage Your Experiments – that allows you to compare different versions of your A+ Content and identify the most effective elements and layouts for your product listings. 

You can also run your experiment over up to 500 ASINs.

This tool is exclusively available for brand owners and vendors and Amazon claims it can help increase sales by up to 25%.

By effectively testing your Amazon A+ Content, you can continuously improve your product listings and boost your sales on Amazon’s platform.

A+ Content vs Premium A+ Content (A++): What’s the Difference?

Amazon claims that A+ Content averagely increases sales by 3-10%.

Well, Premium A+ Content goes a step further, and they claim that these enhanced features can increase product sales by up to 20%.

Premium A+ Content is the expanded version of A+ Content with additional features like larger images, interactive modules, and image carousels. It’s free to use but is only available for brands and vendors who meet certain eligibility criteria.

For Premium A+ Content, eligibility requires published A+ Brand Stories and multiple approved A+ submissions. High-traffic ASINs and a history of successful A+ content can also qualify your brand for advanced features.

There’s no application process for Premium. You’ll see a banner letting you know Premium A+ Content is available to you in A+ Content Manager. 

Amazon A+ Content: Final Thoughts

For sellers registered with Amazon Brand Registry, taking advantage of A+ Content is a great opportunity to increase sales, average order value, and brand loyalty. 

However, even though this is a free feature for eligible sellers, it does require upfront investment to create and optimize the content for your audience. 

Is a 3-10% (or even 20% if you’re eligible for Premium A+ Content) worth the initial investment for your Amazon business?

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