Amazon A+ Content Guide: How to Use A+ to Improve Your Listing

A+ Content improves an Amazon listing by answering the questions your title and bullets have no room for, in images and short text below the fold. It works on conversion. Amazon says Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ Content by up to 20%, based on its internal data. It hasn't confirmed that A+ text helps you rank for keywords.

This Amazon A+ Content guide is for brand-registered sellers and agencies with live listings that get traffic but don't convert as well as they should. It covers who can use A+, Basic vs Premium, which modules to build first, the rules that get submissions rejected, the Brand Story carousel, and how to test a new A+ page on sales instead of guessing.

A+ is free to publish. You need a Professional selling plan and a brand in Brand Registry, and the rest is the time it takes to plan, design and write the modules.

Key Takeaways (TL;DR)

• A+ Content is the image and text section below the bullets. It's free with a Professional plan and Brand Registry.
• Amazon's figures: Basic A+ can lift sales by up to 8%, Premium A+ by up to 20%.
• Basic A+ allows up to 5 modules per ASIN; Premium allows up to 7, with video, hotspots and carousels.
• Amazon hasn't confirmed that A+ body text is indexed for keyword search. Keep every keyword you need in the title, bullets and backend search terms.
• Pricing, promotions, guarantees, "best-selling" claims, links and competitor references all get A+ submissions rejected.
• Brand Story sits above A+ under "From the brand" and is one of the requirements for Premium A+.
• Test a new A+ page with Manage Your Experiments, and judge it on sales and conversion.

Amazon A+ Content Guide: at a Glance

What Is Amazon A+ Content?

Amazon A+ Content is the section of a product page where a brand adds images, formatted text and comparison charts below the bullet points. Amazon used to call it Enhanced Brand Content, and some sellers still use that name. You build it from modules in A+ Content Manager, a tool under the Advertising menu in Seller Central.

On the page, A+ takes the place of the plain-text product description shoppers would otherwise see. The description field still exists in your listing data, which matters for search (more on that below), but shoppers see your modules instead.

There are three kinds of A+:

Amazon's own page lists these three content types and what each includes. Most brands start with Basic A+ and a Brand Story, since both are open to every registered brand.

Who Can Use A+ Content, and What It Costs

To publish A+, Amazon requires a Professional selling account plus either a Brand Representative or Reseller role on a brand enrolled in Brand Registry. You can only apply A+ to ASINs your brand owns. Brands that sell to Amazon as vendors create A+ in Vendor Central instead, through the same A+ Content Manager and the same review. Amazon states that A+ is free for sellers who meet these requirements, and the Professional plan costs $39.99 a month plus selling fees.

Sellers without Brand Registry can't add A+. Their listing keeps the plain description, capped at 2,000 characters, so the work there goes into the description and bullets instead. The free Amazon character limit checker checks a description against that limit and Amazon's style rules as you type.

The real cost is production

A+ costs nothing to publish. Photography, design and copy are where the money goes, and a five-module page needs several purpose-made images. For a catalog, that adds up quickly, which is why it pays to decide which listings get A+ first. Start with listings that already get traffic, where a better conversion rate turns into the most extra orders.

Does A+ Content Help Amazon Ranking?

Yes, through sales. Amazon has not confirmed that A9 or any of its search systems read A+ body text, and in June 2026 *PPC Land* reported that the only official word on record is a Seller Forums moderator reply saying image alt text "helps your products in search results", with nothing said about the module text.

That alt-text field is going away. The same report describes a phased rollout, which started in 2025, in which Amazon replaces seller-written alt text in A+ modules and Brand Story with AI-generated image descriptions. Europe had full removal by 2026. Amazon hasn't announced it, so check your own A+ Content Manager before planning alt text around keywords.

What this means for keyword placement

Treat A+ as conversion content. Any keyword you need to rank for belongs in a field Amazon indexes: the 75-character title, Item Highlights, the bullets and the 249-byte backend search terms. Our guide to how to rank for keywords on Amazon covers which fields count and why matching a search comes before ranking for it.

The ranking effect comes after the click. Amazon ranks matching products partly on how shoppers respond, and its seller guide says Best Sellers Rank reflects real-time sales. A+ that answers a shopper's last question before buying adds an order to that sales history. Our post on Amazon conversion rate and ranking explains that loop in more detail.

A+ and Alexa for Shopping

On May 13, 2026, Amazon merged Rufus with Alexa+ into Alexa for Shopping. Amazon says the assistant answers from the catalog, reviews, community Q&As and the web, and on a product page from listing details, reviews and Q&As. It hasn't said whether A+ text is part of that. Our guide to Amazon Rufus and COSMO SEO covers what the assistant reads and what Amazon hasn't published.

The safe approach works either way: state the facts a shopper asks about (size, material, compatibility, who it's for) in your bullets and attributes, then repeat and illustrate them in A+. If the assistant reads A+, it finds consistent facts. If it doesn't, nothing important was hidden there. A free Amazon SEO Ranking audit grades this directly: two of its 12 criteria score AI-Readiness, including whether your copy states facts an assistant can quote, such as dimensions, materials and compatibility.

Basic vs Premium A+ Content

Basic and Premium use the same A+ Content Manager. Premium adds module types and more space. Amazon's design guide sets up to 5 modules per ASIN for Basic and up to 7 for Premium, and lists what Premium adds:

How to qualify for Premium A+ Content

Premium A+ Content isn't open to every brand. When Amazon launched it on Seller Central, its Seller Forums announcement set two conditions: an A+ Brand Story published across your ASIN catalog, and at least 15 A+ projects approved in the past 12 months, for each Amazon store. Amazon re-checks eligibility regularly, and A+ Content Manager shows a banner when you qualify.

Amazon says you can check eligibility after logging in, and the criteria have been reported differently over time. Treat the banner in your own account as the answer. Premium has been free during a promotional period, and Amazon has said it would tell sellers before charging.

Which A+ Content Modules to Build First

Basic A+ gives you 5 slots, so each module should answer a different question. Plan the page around the questions a shopper still has after reading the bullets, in roughly the order they'd ask them:

These are the common sizes shown in A+ Content Manager, which several publishers' A+ layouts use too. The tool shows the expected size next to each image slot, and Amazon's design guide caps images at 2 MB, so check there before the designer exports.

Why the comparison chart earns its slot

A comparison chart lists your own products side by side on the same attributes. A shopper who lands on the wrong size or model can switch without leaving your brand, and in Premium the chart can include an Add to Cart button. Amazon's rules don't allow comparisons with competitors, so it only works if you sell more than one product.

If you sell one product, use that slot for a "what's in the box" or care module instead. Either one answers a question that otherwise turns into a return.

Mobile comes first

Most shoppers see A+ on a phone, where a 970-pixel image shrinks to the screen width. Amazon's design guide says to keep text out of images for that reason and to preview desktop and mobile versions before submitting. Put facts in the module's text fields. Use the image for what text can't show: scale, the product in use, a detail close up.

Amazon A+ Content Guidelines: What Gets Rejected

Every A+ submission goes through Amazon's review. These A+ content guidelines cause most rejections, per Amazon's design guide:

• "Best-selling", "top-rated" and similar claims, in text or images.
• Warranty or guarantee information in text.
• Prices, promotions or shipping details.
• QR codes, links, directions to other websites, or contact details.
• Low-resolution or animated images.
• Comparisons with, or references to, competitors.
• Awards or endorsements without the certifying body and year.
• Images, video or text you don't hold the rights to.

Two of these catch sellers who reuse content from elsewhere. Copy lifted from a brand website often carries a "lifetime guarantee" line or a link, and images from a sales deck often carry a price or "#1 seller" badge. Read every module against the list before you submit, because one rejected element sends the whole project back. For a first pass, paste your module text into the description box of the free Character Limit Checker mentioned above. It flags promotional wording, contact details and health claims, which overlap with A+'s most common rejections, with no account needed.

Health and medical claims are the other risk. A+ that says a product treats, cures or prevents something can get the listing flagged, on top of the A+ rejection. Our list of Amazon listing SEO mistakes covers restricted claims across the rest of the listing.

How to Create A+ Content in Seller Central

The steps in A+ Content Manager follow Amazon's own outline:

1. Confirm eligibility. Professional plan, and a Brand Registry role on the brand that owns the ASIN.
2. Open A+ Content Manager. It sits under the Advertising menu in Seller Central.
3. Choose a content type. Basic A+ (Enhanced Product Description), Premium A+ if you qualify, or Brand Story.
4. Add and fill modules. Pick up to 5 (Basic) or 7 (Premium), upload images at the size each slot shows, and write the text.
5. Preview on desktop and mobile. Check that nothing important is cut off or unreadable.
6. Apply ASINs. One A+ project can cover several brand-owned ASINs, such as all colors of one product.
7. Submit for review. Approved content appears on the product page in the language you chose, and its status shows in A+ Content Manager.

Some modules in A+ Content Manager now carry an "AI Ready" badge. Amazon says you can enter a brand-owned ASIN and have its AI draft text and images for those modules, using insights from that ASIN and top products in your category. Check every line it writes against the guidelines list above, since review rules apply to AI-written content too.

Build per marketplace

A+ is created per Amazon store and per language. Content approved on amazon.com doesn't appear on amazon.de, so each storefront needs its own A+ project, written in that market's language from the start. If you sell in several storefronts, plan which listings get A+ in each one, and fix the listing copy in each language first, since A+ repeats its facts.

Amazon Brand Story: The Carousel Above A+

The Amazon Brand Story is a scrolling set of cards that appears under the "From the brand" heading, above your A+ modules. Amazon describes it as a way to share your brand's story, values and mission across all your listings and send traffic to your Brand Store. Unlike A+ modules, one Brand Story can cover your whole catalog.

A typical Brand Story opens with a background card carrying your logo and a short line about the brand, then cards for the brand's reason for existing, what it makes differently, and links to other products or the Store. Keep it about the brand. Product features belong in the A+ modules below it, and repeating them in both places wastes the space.

Brand Story is also the first step toward Premium A+. If Premium is a goal, publish a Brand Story on every brand-owned ASIN early, since it's one of the conditions Amazon checks.

Writing A+ Copy That Matches the Rest of the Listing

A+ that contradicts the rest of the listing costs more than having no A+. If the title says "pack of 4", a bullet says "6 bottles" and an A+ image shows five, the shopper doesn't know what they're buying. Some leave. Others buy, get the wrong count and write a "not as described" review.

Before writing A+, fix the facts in one place. The spec table, title, Item Highlights and bullets should agree on count, size, material and compatibility. Every Amazon SEO Ranking audit flags pack sizes and unit counts that disagree across the title, Item Highlights, bullets, description and spec table, for free, with no AI call. Once those agree, A+ can repeat them safely.

Rules for the text itself

• Keep body copy to one to three sentences per module. It's read next to a large image, often on a phone.
• Use numbers and named features: "holds 20 oz, enough for a 45-minute walk" tells the shopper more than "perfect for every adventure".
• Give each module one idea. A materials module that drifts into care instructions is two half-modules.
• Add no new claims. If a claim isn't in your bullets or spec table, find out why before it goes into A+.

Images follow the same rule. A lifestyle shot showing accessories that aren't in the box raises expectations the product can't meet. Our page on Amazon product image requirements covers the gallery; A+ images follow the same logic of showing scale, use and detail honestly.

How to Test Whether Your A+ Content Works

Amazon's 8% and 20% figures are "up to" numbers from its own data. Your page could do better or worse, and the only way to find out is to test it.

Manage Your Experiments is Amazon's A/B testing tool for brand owners. It can test A+ Content alongside images, titles, bullets and descriptions, and it shows which version drove more conversion and sales, with a projected one-year impact for the winner. It needs a Professional plan and a brand in Brand Registry, and Amazon decides which ASINs have enough traffic to test.

Run it like this:

1. Pick a listing with steady traffic and existing A+ (or a plain description, if you're testing A+ for the first time).
2. Build the new version with one clear difference, such as a comparison chart in place of a lifestyle module.
3. Keep price, coupons and stock steady during the test, since each one moves conversion on its own.
4. Let the experiment run to the end Amazon suggests.
5. Keep the version that wins on sales, then test the next change.

Without access to experiments, compare conversion for the same queries over the same number of weeks before and after the change, in Search Query Performance if you have Brand Analytics. It's a weaker test, because seasonality and price changes hit only one side of the comparison. Our post on Amazon images and CTR shows how to read clicks and conversion together for a query.

Worked Example: An A+ Plan for a Dog Water Bottle

Take a fictional listing, Trailpup Dog Water Bottle, Portable Travel Bottle for Walking, 20 oz. The brand is in Brand Registry, sells three bottle sizes, and has no A+ yet. The plan above turns into five Basic modules like this.

Step 1: Fix the facts first

The title says 20 oz, the spec table says 20 oz, and one bullet says "600 ml". Those match, so the capacity is safe to repeat. The bullets mention a flip-up bowl and a leak-proof lock, so those become module material. Nothing in the listing mentions BPA testing, so A+ won't either, until the brand has a test report.

Step 2: Map each module to a question

Step 3: Check against the rules, then test

Read every module against the rejection list. The draft header said "the #1 dog bottle for walks", which breaks the "best-selling" rule, so it was cut. With the page approved, the brand runs Manage Your Experiments against the plain description and keeps A+ only if sales go up.

Amazon A+ Content Guide: Everything You Need to Know

Draft Your A+ Modules From Your Live Listing

Amazon SEO Ranking drafts A+ from the public product page, so you don't need Seller Central access to start. That matters for agencies scoping a client before they have account access, and for anyone who wants a brief in hand before opening A+ Content Manager. Paste an ASIN into the AI Amazon listing generator and, after the rewrite, one more click produces four A+ modules and a Brand Story. Each module gets a headline, short body copy and a concrete image direction a designer can work from. The four cover modules 1, 2, 3 and 5 of the plan above: the hero benefit, how it works, who it's for, and quality or care. The comparison chart is yours to add, since it needs your other ASINs. The Brand Story comes as a 60-to-100-word draft.

The drafts are written from your live listing's copy, so the order matters. Fix the title, Item Highlights and bullets first: the rewrite is grounded in the listing's spec table and your brand fact sheet, checked in code for health claims, unsupported claims and pack-count mismatches, and you can score it as a draft before it goes live. Publish that copy, then generate A+ from it. Every audit also scores the listing against 12 equally weighted criteria in seven categories, with the pass rules published, so you can see whether the copy above A+ needs work first. The audit reads the public page, which doesn't show A+, so it doesn't score your A+ modules themselves.

A+ drafts are self-serve on every plan, including Free, where some seller suites offer A+ only as a managed service. Generating them uses no audit quota; the rewrite you run first uses 1 audit. Drafts are made one listing at a time from the Rewriter, and the audit and rewrite cover 23 Amazon storefronts, with rewrites in each marketplace's language. It's trusted by eRetail Search specialists at Nestlé and eCommerce SEO services agencies such as Reach AI.

The free plan includes 3 full audits a month with the AI rewrite and A+ drafts, no credit card required. Run a free Amazon listing audit on the listing you're adding A+ to, or see Pro and Agency pricing if you're fixing listing copy across a catalog before A+.

FAQ

What is Amazon A+ Content?

Amazon A+ Content is the section of an Amazon product page where brand owners add images, formatted text and comparison charts below the bullet points. It replaces the plain product description that shoppers would otherwise see. Brands build it from modules in A+ Content Manager in Seller Central. Basic A+ allows up to 5 modules per ASIN and Premium A+ up to 7.

Is Amazon A+ Content free?

Amazon A+ Content is free for sellers who meet Amazon's eligibility requirements. You need a Professional selling plan, which costs $39.99 a month plus selling fees, and a Brand Representative or Reseller role on a brand enrolled in Brand Registry. Premium A+ has also been free during an Amazon promotional period. The real cost is producing the images and copy for each module.

Does A+ Content help SEO on Amazon?

A+ Content helps SEO on Amazon through conversion, because Amazon ranks matching products partly on sales. Amazon hasn't confirmed that A+ body text is indexed for keyword search. The only official statement on record covered image alt text, and Amazon has been replacing seller-written alt text with AI-generated descriptions since 2025. Keep the keywords you need in the title, bullets and backend search terms.

How much does A+ Content increase sales?

A+ Content can increase sales by up to 8% for Basic A+ and up to 20% for well-implemented Premium A+, according to Amazon's internal data. These are Amazon's best-case figures across sellers, not a promise for any one listing. Results depend on the product, the page and how much traffic the listing already gets. Test your own A+ with Manage Your Experiments to see the effect on your sales.

What is the difference between A+ and Premium A+ Content?

The difference between A+ and Premium A+ Content is the number and type of modules. Basic A+ allows up to 5 modules with images, text and comparison charts, while Premium allows up to 7 and adds video, interactive hotspots, carousels, Q&A modules and larger images. Basic is open to any Brand Registry brand. Premium needs eligibility that Amazon checks, including a Brand Story published across your ASINs.

What can't you put in Amazon A+ Content?

You can't put prices, promotions, shipping details, guarantees or warranty text in Amazon A+ Content. Amazon also rejects "best-selling" or "top-rated" claims, links, QR codes, contact details, references to competitors, and low-resolution or animated images. Awards and endorsements need the certifying body and year. One rejected element sends the whole A+ project back for changes.

Can I use A+ Content without Brand Registry?

You can't use A+ Content without Brand Registry, because Amazon requires a Brand Representative or Reseller role on a brand enrolled in Brand Registry, plus a Professional selling plan. A+ can only be applied to ASINs the brand owns. Sellers without it keep the plain product description, which allows up to 2,000 characters. Their conversion work goes into the bullets, the description and the image gallery instead.

Do I need a paid tool to create A+ Content?

You don't need a paid tool to create A+ Content, because A+ Content Manager in Seller Central is free and includes AI drafting for modules with an "AI Ready" badge. Amazon SEO Ranking's free plan writes four A+ module drafts with image directions and a Brand Story from the public product page, so it works before you have Seller Central access, with no credit card. A paid plan helps when you need to fix listing copy across a catalog before adding A+. Pro costs $79 a month with a 7-day free trial on monthly billing.