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Amazon A+ Content: How to Lift Conversion Rates

There's a clear line between a good Amazon listing and a great one. The brands on the right side of that line almost always have one thing in common: they've taken Amazon A+ Content seriously.

Not as decoration. Not as an afterthought. As a conversion tool — one designed to answer every question a shopper has before they close the tab and buy from a competitor.

Amazon reports that basic A+ Content can increase sales by up to 8%. Premium A+ Content can lift sales by up to 20%. Those numbers come directly from Amazon, and in our experience managing client accounts, the lift is real — especially when A+ is built around strategy rather than aesthetics.

What Is Amazon A+ Content?

Amazon A+ Content — formerly called Enhanced Brand Content (EBC) — is a template-based feature available to brand-registered sellers that lets you add rich visual content to your product listing. It sits below the main images and bullet points, below the buy box, and directly above the customer reviews section.

Basic A+ Content typically consists of image and copy modules: lifestyle photos, feature callouts, comparison charts, brand story sections, and links to your Brand Store. Premium A+ Content unlocks more advanced interactive modules, including video, larger hero images, and hotspot features that let shoppers explore the product visually.

Think of it as an extended visual sales page built directly into your listing. You can show off your brand, compare your product line in a table, answer common questions with visuals, show the product in real use, and even display specs like measurements or materials that don't fit neatly into bullet points. It's the difference between a listing that tells and one that shows — and on Amazon, showing wins.

Why Amazon A+ Content Matters More Than Most Brands Realize

Here's something most listing optimization guides don't emphasize: A+ Content appears directly above your product reviews. Think about what that means.

A shopper who scrolls all the way down to read reviews is already considering buying. They're not browsing — they're on the fence. They want to be convinced. And right before they hit the reviews section, they're going to scroll through your A+ Content whether you've built it thoughtfully or not.

That placement is your last real opportunity to close the sale before they read someone else's opinion. A buyer who reaches your A+ Content with unresolved questions is far more likely to be swayed by a critical review than one who arrives already confident in what they're buying.

This matters most in commodity-adjacent categories — products where you and a competitor are selling something similar at different price points. Amazon A+ Content is how you justify the gap. It's how you get a shopper to pay $20 more for your version because they understand what makes it worth it.

Basic A+ Content vs. Premium A+ Content: Which Do You Need?

For most sellers, Basic A+ Content is the right starting point — and it's a meaningful upgrade over having nothing. But Premium A+ Content is worth pursuing under the right conditions.

Premium only really comes into play when your listing already has enough traffic that a conversion lift will actually move the needle. If you're getting 50 sessions a month, optimizing Basic A+ Content is the right focus. If you're doing serious volume, the additional modules Premium unlocks — particularly video — can produce a measurable lift.

Video is especially valuable for products that need demonstration. A tech product that pairs with an app, a piece of fitness equipment with a specific setup process, a skincare product where the application technique matters — these are categories where showing the product in motion changes how buyers perceive its value in a way that static images simply can't replicate.

Premium A+ Content is also worth prioritizing for premium-priced products. If you're selling a $150 item in a category where competitors are at $80, the investment in richer, more authoritative content pays for itself faster. The visual quality signal alone can justify the price difference in a buyer's mind before they've read a single review.

Who Should Be Using Amazon A+ Content

Two groups of sellers need to act on this now.

The first is new sellers who don't yet have it. A+ Content requires Brand Registry enrollment. If you haven't gone through that process yet, it should be a near-term priority — Brand Registry also unlocks Sponsored Brands ads, your Brand Store, and Amazon's A/B testing tool. Getting enrolled and publishing A+ Content is one of the highest-leverage moves you can make on a listing that's already getting traffic but not converting.

The second group is established brands whose A+ Content is outdated. This is more common than it sounds. A brand might have published A+ Content two or three years ago when their positioning was different, their product line was smaller, or their understanding of their customer was shallower. Stale A+ Content isn't neutral — it can actively hurt conversion if it no longer reflects how buyers actually think about the category.

What Most Agencies Get Wrong About Amazon A+ Content

The most common mistake — and agencies are often the ones making it — is treating A+ Content as a design project instead of a conversion project. They start with the graphics. They think about colors, layouts, and lifestyle photography. The strategy comes last, if at all.

The result looks beautiful and does almost nothing for conversion. If the visual is stunning but the copy just repeats the bullet points, you've wasted the placement. Shoppers who scroll to A+ Content have already read your bullets. They need something new — specifically, the answers to the questions your bullets didn't fully address.

The second major mistake is ignoring mobile. A lot of A+ Content is designed on desktop, looks great on desktop, and is nearly unreadable on a phone. Given that the majority of Amazon traffic is mobile, this is a serious problem. Text that's too small, modules that collapse awkwardly, main images that don't hold up at smaller sizes — these all kill the experience at the moment of decision.

The third mistake is failing to align A+ Content with your PPC strategy. If you're running Sponsored Products targeting keywords like "stainless steel insulated tumbler," your A+ Content should be reinforcing those exact angles. A shopper who clicked an ad for their specific need and lands on content that doesn't speak to it experiences a disconnect — and disconnects kill conversion. Your A+ Content and your paid campaigns should be telling the same story.

A Real Example: $50 Price Increase From Better Amazon A+ Content

We recently worked with a sports brand selling a product at roughly $100 less than their primary competitor. On paper, the competitor had no meaningful product advantage — the items were nearly identical. What they had was significantly better A+ Content. More specific callouts. Cleaner comparison modules. Clearer answers to the questions buyers in that category actually ask.

We rebuilt our client's A+ Content from scratch — starting with buyer research, not design. Once the new content was live, the brand was able to raise their price by $50 and sustain it. Better A+ Content didn't just improve conversion. It improved margin. That's the real leverage here.

How to Build Amazon A+ Content That Actually Converts

Step 1: Start with the customer, not the canvas

Before you open a design tool, spend time understanding the buyer. What are they looking for? What objections do they have? What's making them hesitant? Read your reviews — especially the 3-star ones. Those are the objections you need to pre-empt. Read competitor reviews too. If buyers are complaining about a competitor's product in a way that yours doesn't have the same issue, that's a callout waiting to be written.

Step 2: Review the existing listing

Your A+ Content shouldn't repeat the bullets — it should reinforce and extend them. Review your title, bullets, and images to understand what's already been said, then build A+ Content that picks up where they left off. The goal is a seamless narrative across the full listing, not four different sections pulling in different directions.

Step 3: Narrow down your core selling points

You don't have unlimited space, and you don't need it. Pick the three to five things that matter most to your buyer — the features that differentiate you, the specs that answer common questions, the trust signals that lower perceived risk — and build each module around one of those points. If you can't articulate why a module is there, cut it.

Step 4: Study your competitors' A+ Content

Pull up the top three or four listings in your category and go through their A+ Content as a buyer would. What are they calling out? What's missing? Look for gaps — things buyers care about that competitors aren't addressing. Those gaps are your opportunity. Also note what they're doing with comparison modules if they have a product line. A well-built comparison table keeps buyers in your brand ecosystem instead of bouncing to a competitor.

Step 5: Build and optimize for mobile

Design every module at mobile dimensions first. Check how text renders at phone size. Make sure images are legible at small sizes. Test the full A+ experience on your phone before you submit. If it doesn't hold up on mobile, it doesn't hold up — period.

How to Audit Your Amazon A+ Content Right Now

Pull up your listing on your phone — not your desktop. Scroll to the A+ Content section and read through it as a buyer who has never heard of your brand.

Ask yourself: does each section answer a question I'd have before buying this? Is the text readable? Are the images clear? Then go to your top competitor's listing and do the same thing. What are they explaining that you're not? What objections are they addressing that your content leaves open?

Then go to your reviews. Read the most recent 20. What are buyers happy about — and what disappointed them? Cross-reference that with your A+ Content. If your reviews keep mentioning a concern your content doesn't address, you've found your next update.

Finally, check your ad campaigns. What keywords are driving the most clicks and conversions? Make sure your A+ Content is reinforcing those exact angles. The shopper who clicked an ad should arrive at content that speaks directly to what made them click. That alignment — between PPC and A+ — is one of the highest-leverage optimizations most brands aren't making.

For a broader look at what makes a listing convert before you add A+ to the mix, see our complete Amazon listing optimization guide. And if your ads are driving traffic but conversion is still lagging, here's how to think about reducing ACoS without cutting ad spend.

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Amazon A+ Content — Frequently Asked Questions

A+ Content isn't just a nice-to-have for brands with extra budget. It's the difference between a listing that loses fence-sitters and one that closes them. Build it around objections, optimize it for mobile, align it with your PPC, and treat every module like it needs to earn its place. If you'd like a professional review of your current A+ Content — or help building it from scratch — our Amazon listing optimization service covers exactly that.