Amazon Premium A+ Content: A Comprehensive Guide for Sellers

walbayzonllp
May 30
5 min read

In a world where product competition is fierce and customer attention spans are short, visual storytelling has become a necessity, not a luxury. For Amazon sellers looking to build a strong brand presence and maximize conversions, Premium A+ Content offers a significant upgrade over the standard product detail pages. While Amazon A+ Content (formerly known as Enhanced Brand Content for third-party sellers) has existed for years, Premium A+ Content brings with it a suite of new features that align with modern e-commerce trends.

Amazon has now expanded access to Premium A+ Content worldwide for eligible sellers. This blog is your in-depth guide — with verified information from Amazon’s Seller Central — to understanding what Premium A+ is, how to qualify, what makes it different, and how to use it effectively.

What Is Premium A+ Content?

Premium A+ Content (also referred to as A++ Content) is Amazon’s highest-tier content feature for Brand Registered sellers. It is designed to transform ordinary product listings into visually rich, brand-centric experiences using advanced modules, multimedia, and mobile-optimized layouts.

Unlike Basic A+ Content, which limits sellers to a fixed number of modules with static images and text, Premium A+ unlocks more creative freedom with:

Full-width modules
HD videos
Hover-based image interactions
Scrollable carousels
Enhanced comparison charts

These features allow brands to tell a compelling product story while helping customers make more informed purchasing decisions — ultimately leading to higher conversions, stronger brand recall, and fewer returns.

Standard A+ vs Premium A+ Content: Key Differences

Let’s break down the core differences:

Feature	Standard A+	Premium A+
Max Modules	5	7+ (Advanced Modules)
Video Support	❌ Not Available	✅ Yes
Image Interactivity	❌ None	✅ Hover / Zoom
Layout Type	Fixed Width	Full-Width Responsive
Carousel or Scrollable Images	❌ No	✅ Yes
Mobile Optimization	Basic	Fully Optimized
Comparison Charts	Basic Table	Interactive Comparison Grids
Text Field Character Limit	Restrictive	Extended Flexibility

Premium A+ is meant to replicate a brand website experience — only on Amazon’s own platform.

New Global Eligibility Criteria (2024–25)

As of the most recent updates from Amazon’s official documentation, Premium A+ Content is now available globally — but sellers must meet two strict requirements:

1. Published A+ Brand Story on ALL Owned ASINs

Amazon now requires sellers to have an A+ Brand Story module published across every ASIN they own.

You can confirm this in your A+ Content Manager:

Look for a published Brand Story project linked to each ASIN
Visit the live ASIN and check for the “From the Brand” section on the product detail page

2. Five or More Published A+ Projects in the Past 12 Months

Your brand must also have at least five separate A+ Content submissions approved and published within the past year.

This ensures that sellers have experience with Amazon’s creative tools and follow listing guidelines.

Note: Basic A+ and Brand Story submissions both count toward your portfolio, but only published and approved projects are valid.

Key Benefits of Using Premium A+ Content

Here’s why more sellers are striving to unlock this feature:

1. Higher Conversion Rates

According to Amazon’s own insights, Premium A+ Content can improve conversion rates by up to 20%. Customers are more likely to purchase when content is visual, engaging, and informative.

2. Stronger Brand Positioning

With features that mimic luxury e-commerce websites, Premium A+ helps sellers portray their products as high-end. This improves trust and credibility.

3. Lower Return Rates

Detailed product visuals, videos, and comparison charts help buyers understand exactly what they’re getting — minimizing post-purchase dissatisfaction and return requests.

4. Mobile-First Experience

Premium A+ is built to be fully responsive, making it easier to view on mobile — which is where more than 70% of Amazon traffic originates.

5. Competitive Differentiation

In a saturated marketplace, Premium A+ sets your listing apart. Especially useful in categories like electronics, supplements, personal care, and home goods.

How to Check If You Have Access

You can verify your eligibility in a few quick steps:

Log in to your Amazon Seller Central account
Go to A+ Content Manager under the Advertising tab
Click “Start Creating A+ Content”
If you see “Premium A+” as a template option — you’re eligible!

If the Premium option is not available but you meet the above two conditions, you can open a case with Seller Support requesting access.

Premium A+ Modules Overview

Amazon currently offers up to 17 Premium A+ modules, including:

Hero Banner (full width)
Video Embed Modules
Scrollable Image Carousels
Side-by-Side Feature Comparison
Split Text + Image Modules
Interactive Hotspot Overlays

These modules allow for flexible layouts that adapt to your product’s story. For example, a fitness brand could show multiple workout scenes using scrollable carousels, while a skincare brand can use comparison charts to highlight ingredient benefits.

Best Practices for Building Premium A+ Content

Here are some tips to get the most out of your Premium A+ pages:

Use Real Photography and High-Quality Video

Avoid stock photos. Use real product images, preferably in use-case scenarios. Videos should include product demonstrations, lifestyle use, and branding.

Tell a Story, Not Just Specs

Use the layout to build a narrative: introduce the problem, show how your product solves it, and then drive conversion.

Keep Mobile in Mind

Test your layout on mobile. Use concise text, stacked modules, and ensure tap interactions are intuitive.

Leverage Brand Story Integration

The Brand Story module appears above the A+ content section. Use it to establish authority and include clickable logos or featured ASINs.

Monitor Performance

After publishing, use business reports and A/B testing to track performance changes (conversion rates, bounce rates, etc.).

How to Create Premium A+ Content Step-by-Step

Go to A+ Content Manager from Seller Central dashboard
Click “Create Content” and choose “Premium A+”
Select the ASIN(s) you want to apply this content to
Choose modules (max 7, depending on layout)
Upload assets (images, video, icons)
Preview desktop and mobile views
Submit for approval
Once approved, it appears live in 24-72 hours

Is There Any Cost to Use Premium A+?

As of now, Amazon has made Premium A+ free for all eligible brands. There is no additional fee or subscription charge to access these modules — however, Amazon may reserve the right to charge for it in the future or restrict access based on brand quality and compliance.

Common Reasons for Rejection

Even after building beautiful content, your submission may be rejected if you:

Use blurry or low-resolution images
Make unverified claims (e.g., “#1 in India” without proof)
Mention discounts, prices, or warranties
Include prohibited keywords (like “best”, “cheapest”, etc.)
Show before-after images without disclaimers

Amazon’s content policy must be strictly followed for all A+ and Premium A+ modules.

When to Use Premium A+ Content

You don’t need to apply Premium A+ to every ASIN. Instead, use it for:

Top-performing products (your flagship items)
New product launches
Seasonal or gift bundle listings
Highly competitive categories
Cross-selling through comparison charts

Prioritize ASINs that already get traffic but could benefit from better conversion and retention.

Real-World Use Case Example

Let’s say you’re a brand selling herbal tea blends. With Premium A+, you can:

Use a full-width hero banner with your farm-grown visuals
Embed a short video on how your blend is prepared
Add a carousel showing the top 5 health benefits
Include a comparison chart between three blends
Add hotspot overlays explaining each herb in the pack

This turns a basic listing into a full customer experience — increasing time spent on page and likelihood of purchase.

Final Thoughts: Should You Use Premium A+?

If your brand qualifies, Premium A+ is one of the most powerful conversion tools on Amazon today. It’s especially valuable for serious sellers who want to differentiate in saturated markets.

You’ll stand out. You’ll gain trust. And you’ll likely sell more.

Helpful Links:

Want a Free Setup Guide?

Comment “A++” below or reach out to get a free Premium A+ checklist and layout planner for your brand!