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Amazon A+ Content: Design Guide & Best Practices

By WalBayZon — Elevate Your Listings with Rich Content That Converts


Introduction

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Amazon’s A+ Content (formerly Enhanced Brand Content) gives brand-registered sellers powerful tools to enhance their product listings beyond the standard bullets and description. It allows for rich imagery, formatted text, comparison charts, video, and more — transforming your product detail page into a mini landing page.

Well-designed A+ Content can:

  • Improve conversion rates

  • Better educate customers

  • Lower returns by clarifying product features

  • Reinforce branding and trust

In this guide, we’ll cover:

  1. What A+ Content is & eligibility

  2. Key design principles & module types

  3. Step-by-step process to create A+ Content

  4. Best practices and common pitfalls

  5. Measuring impact

  6. WalBayZon tips & enhancements

1. What Is Amazon A+ Content & Who Can Use It?

What Is It?

A+ Content allows you to add rich media (images, formatted text, comparison charts, videos) beneath your product listing, replacing the default product description. It gives you more freedom to tell the product story visually and persuasively.

Amazon calls it “a tool that helps you showcase your products and share your brand’s story” using enhanced visuals and layout.

Eligibility & Types

  • Must be enrolled in Amazon Brand Registry to create A+ Content.

  • There are basic A+ Content modules and advanced versions called Premium A+ Content (or A++) which include more interactive and rich module options (videos, carousels, hotspots).

  • For many sellers, Amazon now allows up to 7 modules per product (depending on template) and also a “Brand Story” section.

  • The free version (basic) and premium version differ in allowable modules, image sizes, and interactive elements.

2. Core Design Principles & Module Types

Design Principles

To make your A+ Content effective:

  • Visual clarity: Use high-quality images and clean layouts so the message is obvious.

  • Conciseness & scannability: Use headers, bullet points, short paragraphs — shoppers scan, not read long text.

  • Highlight unique differentiators: Focus on what makes your product better or different.

  • Brand consistency: Align colors, fonts, tone, and style with your overall brand identity.

  • Mobile optimization: Ensure text is legible and images look good on mobile, not just desktop.

  • Use “What’s in the Box” and comparison charts to reduce uncertainty.

SupplyKick offers 9 design tips, such as visually showing core selling points, differentiating from competitors, addressing FAQs, and optimizing for mobile.

Module Types

Amazon provides various module templates (standard content blocks) — examples include:

  • Image header with text overlay

  • Standard image + text blocks

  • Comparison charts / tables

  • Specification / technical detail modules

  • “What’s in the Box” modules

  • Brand Story / narrative modules

  • Logo / banner modules

You can mix and match modules to create a coherent flow from brand story → features → benefits → comparison → FAQs.

Amazon’s own guide also shows how modules can be added one by one, and modules are selectable in the content layout.

3. Step-by-Step: How to Create A+ Content

Here’s a simplified flow you can follow:

  1. Access A+ Content Manager In Seller Central under the Advertising menu, go to A+ Content Manager.

  2. Start a New Project Select which ASIN(s) you want to apply A+ content to.Choose whether you’ll include a Brand Story (if eligible).

  3. Choose Modules / Layout Pick templates/modules you want (up to allowed number).Consider flow: brand introduction → product visuals → features → comparisons → FAQs.

  4. Design & Upload Assets

    • Images (high resolution, correct dimensions)

    • Text copy (short, benefit-oriented)

    • Charts, icons, overlays

    • Brand logo

    • Check preview in desktop and mobile

  5. Submit & Apply After review, submit it. Once approved, the A+ content goes live.You apply the content to the ASIN(s) within your project.

  6. Monitor & Iterate Check metrics (conversion, returns) to see impact.You may A/B test (if eligible).

4. Best Practices & Common Pitfalls

Best Practices

  • Test your layout on mobile preview before publishing.

  • Focus first on your top-selling / high-traffic ASINs — those have greatest ROI.

  • Use comparison charts to help customers choose among similar variants.

  • Keep images consistent in style (lighting, background).

  • Use alt text in images (for accessibility and SEO) when supported.

  • Don’t overload with text — use images and visuals to tell your story.

  • Address customer objections or FAQs within the content.

  • Use “What’s in the Box” or “Included Components” modules.

  • Maintain consistency across all your product A+ for brand identity.

  • Periodically revisit and update your A+ content to reflect new features or feedback.

Common Mistakes & Pitfalls

  • Using low-quality or blurry images — leads to rejection.

  • Overcrowded layouts with too much text.

  • Misaligned branding or inconsistent style.

  • Failing to consider mobile readability.

  • Submitting content outside brand registry or without permissions.

  • Reusing images already used in main gallery (A+ needs unique images) — Amazon often disallows duplicates.

  • Overpromising or including prohibited content (e.g. contact info, unverifiable claims).

  • Ignoring metrics or failing to measure impact.

5. Measuring Impact & Optimization

How do you know if A+ Content is working?

  • Compare conversion rate before and after enabling A+ Content.

  • Monitor returns / negative feedback for clarity or mismatch issues.

  • Check if ACoS (Ad Cost of Sales) drops (better conversion means less ad spend wasted) — some sellers report 3-10% lift in conversion.

  • For recipients of A/B testing or “Manage Your Experiments,” compare variants to see which module layouts perform best.

  • Use heat maps or user behavior tools (outside Amazon) if applicable to see where users scroll or stop.

6. WalBayZon’s Enhancements & India / Export Context

To make A+ Content more effective for Indian sellers targeting global markets:

  • Localize claims, measurements, regulatory info (mg, ml, warranty) per region.

  • Use high-quality lifestyle imagery showing the product in context — homes or settings relatable to your target market.

  • Use comparison charts to show “Indian version vs export version” or competitor differentiation.

  • Refresh A+ content seasonally or around new features.

  • For catalogs, re-use visual style across products to build brand consistency.

  • For export ASINs (US, UK, UAE), tailor product story, images, and claims to local audiences.


 
 
 

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