How Amazon A+ Content Can Transform Your Brand
Introduction: Why Sellers Need a Better Growth Lever — Fast Selling on Amazon in 2025 can feel like sprinting on a treadmill set to “incline.” Ads are pay-to-play, fees inch upward every quarter, and brand-new ASINs struggle to earn reviews. As one frustrated seller put it, “Lots of money spent and one sale… PPC feels like a scam to transfer money from your pocket to Amazon’s.” Another, after slashing price by 50 %, sighed, “Still no sales.” For many first-year or low-revenue sellers, the dream is simple: break six-figure revenue, quit the day job, and claim some version of “financial freedom.” Yet the old playbook—deeper discounts and bigger ad bids—no longer delivers. Enter Amazon A+ Content. Amazon’s own data shows that adding A+ modules “may result in higher conversion rates, increased sales, and fewer returns.” Independent studies peg typical lifts at 3 – 10 % for Basic A+ and up to 20 % for Premium A+ (A++). To qualify for Basic A+ Content, you simply need to be enrolled in Brand Registry (an active or even pending trademark works), be on the Professional Seller plan, and have at least one live ASIN that already includes images and a description. For Premium A+ Content (A++), you must meet all of those basic criteria and either (a) have at least 15 Basic A+ projects approved in the past 12 months or (b) receive a direct invitation from Amazon. You also need to have the Brand Story module published on at least one ASIN. For anyone drowning in ad costs, a free feature that reliably boosts conversion is the closest thing to found money. This guide answers every question new or struggling sellers ask about A+ Content—what it is, how to get it, how to create it, and, most importantly, how to use it to transform both your brand and your revenue. 1. What Is Amazon A+ Content? Amazon A+ Content (formerly Enhanced Brand Content/EBC) lets brand-registered sellers replace the plain-text description with rich modules—high-resolution images, comparison charts, infographics, and story panels. Think of it as a mini landing page inside your detail page that: Builds trust through brand storytelling Answers objections visually (materials, sizing, lifestyle use) Drives action with persuasive copy layered beneath eye-catching design One-sentence answer for featured snippet: Amazon A+ Content is Amazon’s free (for Basic) rich-media feature that lets Brand Registered sellers add branded images, charts, and copy to their product pages to boost shopper engagement and conversion. 2. How Amazon A+ Content Solves Real Seller Pain Points Common Pain Point (in sellers’ own words) How A+ Content Addresses It “Getting reviews is extremely difficult…buyers rarely leave feedback.” Higher conversion means more units sold—boosting the absolute number of review opportunities per day. “High fees, tough competition…it seems impossible to make money.” Assureful A+ lifts conversion 3–10 % , effectively lowering your cost-per-acquisition and offsetting fees without additional ad spend. “Lots of ad money spent and one sale.” Better detail page = higher PPC unit session percentage, so ad clicks convert instead of bleeding cash. “Amazon closed my listing without explanation.” A+ modules include compliance-friendly templates vetted by Amazon, reducing wording mistakes that trigger policy flags. Inventory stuck? Thin margins? Faster sell-through from A+ reduces aged inventory fees and frees capital. 3. Case Study: From “Ad-Burnout” to 12 % Lift in 30 Days Brand: EcoSip Glass Straws (fictitious composite based on Seller Catalyst client data) Starting Point: ACOS at 45 %, 2.8 % conversion rate, <50 reviews. Action: Implemented Basic A+ with: Comparison chart vs. plastic straws (environmental savings). Story module explaining family-owned mission (brand trust). Lifestyle imagery showing smoothie lovers using the straws. Results (30 days): Conversion rate rose to 3.1 % (+12 %). ACOS dropped to 32 % because more ad clicks converted. Review count doubled (from 46 to 93) due to higher unit sales. Why it worked: The modules answered key objections (durability? cleaning?) visually, while the mission story resonated with eco-focused shoppers. 4. How to Get A+ Content on Amazon Enroll in Brand Registry. You’ll need a registered trademark or a pending TM application via Amazon IP Accelerator. Professional Seller Plan. Individual plans do not qualify. Navigate to Seller Central → Advertising → A+ Content Manager. Select ASIN(s). Parent and child ASINs share content. Choose module layout (for Basic) or premium templates if unlocked. Upload assets (images min 970 × 300 px @ 72 dpi). Submit for approval (Amazon reviews within 7 days; Basic modules rarely get rejected if they avoid banned elements: URLs, pricing, or references to competitors). 5. How to Create Amazon A+ Content: A Proven Workflow Audit your current PDP. Identify top objections from reviews/Q&A. Map objections to modules. “Is it safe?” → Quality badges & materials call-out module. “Which model fits me?” → Dimension chart module. Craft a hero narrative. One core brand promise that frames every panel. Design for scannability. 80 % of shoppers skim; use icons, bold sub-heads, and 2–3 color palette. Write benefit-driven copy. Replace specs-only text with outcome language (e.g., “Enjoy café-quality froth in 30 seconds”—not just “Power: 15W”). Optimize images. 100 kB–2 MB JPEGs, high contrast, show diverse demographics where relevant. Preview on mobile. 70 %+ of Amazon sessions are mobile; ensure text remains readable at 320 px width. Iterate & test. Check Business Reports for Unit Session % uplift. If <5 % lift after 60 days, refine imagery or split-test titles (Manage Your Experiments). 6. Amazon A+ Content Guidelines & Best Practices No price, promos, or shipping claims in A+. Avoid “best,” “#1,” or unsubstantiated superlatives. Do not reference competitors or customer reviews. Compress images without sacrificing clarity (faster load = lower bounce). For comparison charts, list “Brand X” generically—never name rivals. Pair text with imagery: every module should communicate value even if the shopper mutes their sound and skims quickly. CTA Panel: End with a lifestyle image + short CTA overlay (“Upgrade your morning brew”). While not clickable, it nudges final purchase intent. 7. Amazon A+ Content vs. Enhanced Brand Content: What’s Changed? Sellers
