Amazon A+ Content (formerly Enhanced Brand Content) is one of the most powerful – and most misunderstood – tools available to brand-registered sellers. When executed correctly, A+ Content doesn’t just make a listing look better. It builds trust, answers buyer objections, strengthens brand authority, and measurably improves conversion rates.
This guide is written for serious Amazon sellers and brand owners who want to create A+ Content that performs – not filler modules that look nice but fail to convert. Drawing on marketplace best practices, real-world optimization patterns, and buyer behavior insights, we’ll break down how to design A+ Content that aligns with Amazon’s algorithm, shopper psychology, and EEAT principles.
What Is Amazon A+ Content (and Why It Matters)
Amazon A+ Content allows Brand Registered sellers to add rich visual and text modules below the product description on a detail page. These modules can include:
- Custom images
- Comparison charts
- Feature explanations
- Brand storytelling sections
- Visual callouts and infographics
Unlike bullet points or titles, A+ Content is not about keyword stuffing. Its primary role is conversion optimization and trust-building, which indirectly supports SEO by improving engagement metrics like time on page and conversion rate.
Why A+ Content matters:
- Amazon reports conversion lift of 3% – 10%+ for optimized A+ Content
- Reduces buyer hesitation by visually explaining value
- Strengthens brand recall and perceived professionalism
- Helps defend against low-quality competitors and copycat listings
EEAT and A+ Content: What Amazon (and Google) Are Really Evaluating
High-performing A+ Content naturally aligns with EEAT principles:
Experience
Does the content reflect real product usage, real problems, and real customer questions?
Expertise
Is the product explained clearly, accurately, and in a way that shows subject-matter knowledge?
Authoritativeness
Does the brand present itself as credible, consistent, and professional across modules?
Trustworthiness
Are claims specific, verifiable, and visually supported – not exaggerated or vague?
A+ Content that reads like marketing fluff fails both Amazon shoppers and search engines. Content that educates and reassures performs better long-term.
Eligibility Requirements for Amazon A+ Content
Before creating A+ Content, you must:
- Be enrolled in Amazon Brand Registry
- Own the brand name listed on the product
- Comply with Amazon’s A+ Content policies (no pricing, no promotional claims, no guarantees)
For Walmart sellers, similar enhanced content exists (Rich Media / Enhanced Content), but the structure and rules differ.
A+ Content Modules Explained (and When to Use Each)
Understanding modules is critical to building a logical flow.
1. Brand Story Module (Full Width)
Best for: Brand differentiation, mission, credibility
Use it when: You want to establish trust early, especially for premium or unfamiliar brands
Tip: Avoid generic “About Us” language. Focus on why your brand exists and what problem it solves.
2. Image + Text Overlay Modules
Best for: Feature explanation
Use it when: A product benefit needs visual clarification
High-converting A+ Content uses images to show what bullet points tell.
3. Standard Image & Text Modules
Best for: Step-by-step breakdowns
Use it when: Explaining use cases, materials, or comparisons
These modules work well when structured like micro-sections of a landing page.
4. Comparison Chart Module
Best for: Cross-selling within your catalog
Use it when: You sell multiple variations or related products
This keeps shoppers inside your brand ecosystem and reduces bounce.
How to Structure High-Converting A+ Content (Proven Framework)
Section 1: Visual Hook (Problem Recognition)
Open with a buyer-centric pain point, not a brand boast.
Bad example:
“We are a leading manufacturer of…”
Better example:
“Tired of [specific problem]? Our solution is designed to….”
Section 2: Core Benefits (Not Features)
Translate specs into outcomes.
Instead of:
- “Made with 304 stainless steel”
Use:
- “304 stainless steel resists rust and maintains strength after repeated use”
Section 3: Proof & Credibility
This is where EEAT shines.
Include:
- Material callouts
- Certifications (where allowed)
- Design rationale
- Quality control visuals
Avoid:
- Unverifiable claims (“best on Amazon”)
- Testimonials (not allowed)
Section 4: Product Fit & Use Cases
Help shoppers self-qualify.
Show:
- Who the product is for
- Who it’s not for
- Ideal environments or scenarios
This reduces returns and increases buyer confidence.
Section 5: Brand Ecosystem or Comparison
End with:
- A comparison chart
- Complementary products
- Brand story reinforcement
Image Best Practices for A+ Content
Images matter more than copy in A+ Content.
Recommended standards:
- Minimum width: 970px (full-width modules)
- Clean white or lifestyle backgrounds
- Text overlays limited and legible on mobile
- Consistent color palette and typography
What separates amateur from professional A+ Content:
- Visual hierarchy
- Consistent iconography
- Clear focal points
- No cluttered text blocks
SEO and A+ Content: What Actually Works
Amazon does not officially index A+ text for keyword ranking – but that doesn’t mean SEO is irrelevant.
Indirect SEO benefits:
- Higher conversion rate
- Lower bounce rate
- Longer dwell time
- Improved sales velocity
Best practice:
- Write naturally
- Use primary keywords where relevant
- Focus on clarity over density
A+ Content written “for search engines” fails. A+ Content written for humans wins.
Common A+ Content Mistakes (and How to Avoid Them)
❌ Treating A+ Content like a brochure
✔ Treat it like a conversion-optimized landing page
❌ Overloading with text
✔ Let images do the heavy lifting
❌ Repeating bullet points verbatim
✔ Expand, clarify, and visualize
❌ Ignoring mobile layout
✔ Preview every module on mobile
Measuring A+ Content Performance
Amazon does not provide direct A+ analytics, but you can evaluate impact by tracking:
- Conversion rate before vs after publish
- Unit session percentage
- Return rate changes
- Customer questions reduction
Advanced sellers often A/B test by rotating content across similar ASINs.
Final Thoughts: A+ Content Is a Brand Asset, Not a Checkbox
The best Amazon A+ Content is not mass-produced, rushed, or outsourced without strategy. It reflects deep product understanding, customer empathy, and brand intention.
If your A+ Content:
- Educates instead of exaggerates
- Shows instead of tells
- Builds trust instead of hype
…it will outperform most competitors – even in crowded categories.
At SwanseaAirport, we view A+ Content as a long-term investment in brand equity, not a one-time upload. Sellers who adopt this mindset consistently win on Amazon and Walmart.
Frequently Asked Questions
