How to Create A+ Content on Amazon (Step by Step)

A+ Content replaces your plain-text product description with rich images, comparison charts, and brand storytelling. Sellers with A+ Content see 3-10% higher conversion rates. It's free for Brand Registry members and there's no reason not to use it. But there's a significant difference between "has A+ Content" and "has A+ Content that actually improves conversion." This guide covers how to create A+ Content that falls into the second category.

What Is A+ Content?

A+ Content (formerly Enhanced Brand Content or EBC) is an Amazon feature that lets Brand Registry members replace their standard text product description with a rich media experience. Instead of a block of plain text, your product page gets custom-designed modules with images, formatted text, comparison tables, and brand storytelling sections.

The visual impact is significant. Standard descriptions are blocks of text that most shoppers scroll past. A+ Content creates a mini landing page within your product listing — one that can address objections, compare your product to alternatives, and build brand trust. For shoppers who scroll below the fold (and most serious buyers do), A+ Content is often the deciding factor between adding to cart or clicking back to search results.

A+ Content appears in the "From the manufacturer" section of your product page, replacing the standard description. It's visible on both desktop and mobile, though modules render differently on each — something to consider when designing your layouts. To get started with A+ Content, you first need Brand Registry enrollment.

What You Need

Brand Registry enrollment: This is the prerequisite. You need a registered or pending trademark and an approved Brand Registry application. The process is free and typically takes 2-10 business days after trademark verification. If you haven't enrolled yet, see our Brand Registry setup guide.

Product images designed for A+ module dimensions: Each module type has specific image dimensions. Standard modules use 970×600px images. Feature columns use 300×300px. Having images specifically created for these dimensions (not cropped from existing product photos) produces significantly better results. Budget $150-300 for A+ Content image design if you're outsourcing.

Benefit-focused copy: A+ Content copy should focus on outcomes, not specifications. "Keeps drinks cold for 24 hours" converts better than "18/8 stainless steel double-wall vacuum insulation." Your main listing (title, bullets) handles the technical details — A+ Content is where you sell the experience and address buying objections.

A clear module plan: Amazon offers 17 module types. Using all of them creates a cluttered, unfocused experience. The best A+ Content uses 5-7 carefully chosen modules that tell a coherent story: what the product does, why it's better than alternatives, and why the brand is trustworthy.

Best Module Types and When to Use Them

Not all modules are created equal. Here are the highest-performing types based on conversion impact:

Comparison Table: The single highest-impact module. Shows your product versus alternatives (different materials, competitor types, or your own product line). Shoppers love comparison tables because they make complex decisions simple. Use this to preempt the "should I get bamboo or plastic?" question the shopper was about to search for. Always include 4-5 comparison items with your product winning most categories.

Hero Banner (Standard Image + Text Overlay): A full-width lifestyle image with overlaid headline and body text. This creates immediate visual impact and establishes brand tone. Use as your first module to set the stage. Image should be a high-quality lifestyle shot, not a product-on-white photo — you already have that in your main images.

Three-Column Feature: Three images (300×300px) each with a headline and paragraph. Perfect for highlighting three key differentiators. Keep headlines to 3-4 words and body text to 2-3 sentences. Don't try to cover everything — pick the three features that matter most to your target buyer.

Standard Image + Text: A single image with adjacent text block. Good for telling a brand story, explaining manufacturing process, or highlighting a specific feature in depth. Use for your sustainability story, quality assurance process, or any differentiator that needs more explanation than a bullet point provides.

Four-Image + Text: A grid of four images with text. Ideal for size guides, product variations, or showing multiple use cases. Each image gets a small caption, so keep the visual message clear enough to understand at a glance.

Step-by-Step Creation Process

Step 1: Check eligibility. Go to Advertising → A+ Content Manager in Seller Central. If you're Brand Registered, you'll have access. Select "Start creating A+ Content" and choose the ASIN you want to enhance.

Step 2: Choose your module layout. Amazon lets you add up to 7 modules per A+ Content page. Recommended structure for most products: hero banner (first impression and brand tone), three-column feature (key differentiators), comparison table (vs. alternatives), image + text (brand story or manufacturing quality), and size guide or use-case grid (practical information). This five-module structure covers the essential conversion elements without overwhelming the reader.

Step 3: Write benefit-focused copy. Lead with outcomes, not features. "Your knives stay sharp 3x longer" beats "Janka hardness rating of 1,380." Your customer cares about what the product does for them, not the technical specification that makes it possible. Write 50-100 words per module — enough to be informative, not so much that shoppers stop reading.

Step 4: Design images for each module. Each module has specific dimensions. Standard modules: 970×600px. Feature columns: 300×300px. Create images with your brand colors and consistent style across all modules. Use lifestyle shots where appropriate (hero banner, brand story) and clean product shots for feature highlights. Include text overlays sparingly — some shoppers view on mobile where small text becomes unreadable.

Step 5: Add your Brand Story. This is a separate module from A+ Content that appears across ALL your listings automatically. Use it for brand awareness and cross-selling between your products. More on this below.

Step 6: Preview and submit for review. Always preview on both desktop and mobile before submitting. Amazon reviews within 7 business days. Common rejections are covered below — avoiding these saves you a rejection-resubmission cycle that can delay your A+ Content by 2+ weeks.

Writing Copy That Converts

A+ Content copy serves a different purpose than your bullet points. Bullets handle search-optimized feature descriptions. A+ Content handles the emotional and comparative selling that turns interested shoppers into buyers.

Address the #1 objection. What's the most common reason shoppers in your category don't buy? For cutting boards: "Will it crack?" For water bottles: "Does it actually keep drinks cold?" Your A+ Content should address this objection directly with proof — not just a claim, but evidence (testing results, material specifications, customer testimonials paraphrased as statements).

Use the comparison table to preempt comparison shopping. If your shopper is going to compare bamboo vs. plastic vs. glass cutting boards anyway, control the comparison. Create a comparison table that frames the decision in terms where your product wins. This keeps the shopper on your page instead of going back to search results to compare options.

Tell a micro-story in your brand section. Two to three sentences about why this product exists, what problem it solves, and what makes your approach different. Not a company history — shoppers don't care about your founding story. They care about why your product is the right choice for them.

Include specific numbers. "Keeps drinks cold for 24 hours" is stronger than "Keeps drinks cold for a long time." "Tested to withstand 50,000 cuts without scarring" is stronger than "Extremely durable." Specificity creates credibility. If you have test data, use it.

Image Strategy for Each Module

The images in your A+ Content should be distinct from your main product images. Your main images show what the product looks like. A+ images show what it feels like to own and use the product.

Hero banner: Lifestyle context shot. The product in a beautiful environment being used naturally. Warm lighting, clean composition. This image sets the emotional tone for everything below it. Budget: $50-100 if outsourcing to a product photographer or graphic designer.

Feature columns: Clean, focused images with a single visual message. An icon-style approach works well (simple graphic + short text). Or use close-up product detail shots that highlight the specific feature you're describing. Avoid busy backgrounds — the small 300×300 size means clarity is essential.

Comparison table: No image needed — the table structure is the visual element. Focus on making the comparison categories clear and your product's advantages obvious.

Brand story: Behind-the-scenes or manufacturing process images. Raw materials, workshop shots, team photos (if genuine). These build authenticity and trust. Stock photos work against you here — if shoppers can tell the image is generic, it undermines the brand story you're trying to tell.

Size guide: Product photographed next to common reference objects. A cutting board next to a dinner plate. A water bottle next to a smartphone. These practical reference images prevent the "Not as described" returns that come from size confusion. See our return reduction guide for more on preventing size-related returns.

The Brand Story Module

The Brand Story is a special A+ Content module that appears at the top of the A+ section (above your other modules) on all your branded listings. Unlike standard A+ modules that are per-ASIN, the Brand Story propagates across your entire catalog. This makes it ideal for brand awareness and cross-selling.

Structure your Brand Story with: a hero card (brand logo, tagline, and one-sentence brand mission), 3-4 product cards (your other products with images and brief descriptions, each linking to their listing), and a background image that represents your brand aesthetic.

The cross-selling benefit is significant. A shopper looking at your cutting board sees your knife set, utensil set, and organizer. This increases average order value and builds brand recognition across your catalog. If you sell multiple related products, the Brand Story is one of the most underutilized conversion tools available.

Common Rejection Reasons

Mentioning competitors by name. You cannot reference specific competitor brands in A+ Content. "Better than OXO" will be rejected. "Better than traditional plastic boards" is fine. Your comparison table should compare product types (bamboo vs. plastic vs. glass), not specific brands.

Unsubstantiated claims. "The #1 cutting board on Amazon" or "Best seller in kitchen" requires documentation. Either have proof or rephrase: "Trusted by thousands of home cooks" works without substantiation.

External links or references. No URLs, QR codes, or references to external websites. A+ Content must keep shoppers within the Amazon ecosystem. Your website URL, social media handles, and phone numbers will all trigger rejection.

Warranty or guarantee language. Amazon restricts guarantee claims in A+ Content. "Lifetime warranty" and "money-back guarantee" may be rejected. Include warranty details in your standard listing description or seller profile instead.

Low-resolution images. Images below the minimum resolution for each module type will be rejected. Always design at or above the required dimensions. Recommended: create at 2x resolution and let Amazon downscale for sharp results on high-DPI screens.

Pricing or promotional language. "50% off" or "limited time offer" in A+ Content will be rejected. A+ Content is meant to be evergreen — it shouldn't reference temporary promotions or specific pricing.

Measuring A+ Content Impact

The only reliable way to measure A+ Content impact is through Amazon's Manage Your Experiments feature (available to Brand Registry members). This runs a true A/B test: half your traffic sees A+ Content, half sees the standard description. After 4-8 weeks, you get statistically significant data on conversion rate impact.

Without A/B testing, you can approximate impact by comparing conversion rate before and after A+ Content launch (but this is confounded by seasonality, competition changes, and other variables). A 3-10% conversion lift is typical, but some products see 15-20% improvement if the original description was particularly weak.

If your A+ Content shows no conversion improvement (or a negative impact), the issue is usually image quality, copy relevance, or module selection. Revisit the basics: are your images high-quality and lifestyle-focused? Does your copy address the shopper's actual concerns? Are you using comparison tables (highest-impact module)? For more on conversion optimization, see our listing optimization guide.

What This Looks Like in Practice

Here's how an AI agent plans and writes a complete A+ Content package — module selection, copy, and image direction — in a single conversation: