A+ Content (formerly Enhanced Brand Content) is one of the most powerful conversion tools Amazon gives brands — and one of the most misused. Most brands treat it as a brochure dump. The ones that win treat it as a conversion machine.
The data supports the effort: Amazon's own studies suggest A+ Content can lift conversion rates 3-10%. But that number is an average — and most brands fall on the low end because they're making the same handful of mistakes.
What A+ Content Actually Does
A+ Content replaces the standard text product description with rich media modules — images, comparison charts, brand stories, and formatted text. It's available to Brand Registered sellers and is one of the primary reasons to enroll in Brand Registry if you haven't already.
But here's the key distinction: A+ Content doesn't replace your bullet points. It supplements them. The best A+ Content works in concert with your title, bullets, main image, and secondary images to create a complete conversion funnel on a single product page.
The 5 Most Common A+ Content Mistakes
1. Leading With Brand Story Instead of Product Benefits
Customers don't care about your founding story when they're deciding between you and three competitors. They care about what your product does for them. Lead with benefits, not biography.
Your brand story has a place — Amazon even has a dedicated Brand Story module at the top of A+ Content. Use it there. But the main A+ modules below the fold should be focused entirely on converting the shopper who's already interested enough to scroll.
2. Using Low-Resolution or Lifestyle-Only Images
A+ Content is visual-first, but "visual" doesn't mean "pretty pictures only." The most effective A+ Content mixes lifestyle imagery (product in use, in context) with infographic-style images (feature callouts, dimensions, ingredients, how-to-use steps).
Show me the product being used AND tell me exactly why it's better. Both at once.
3. Walls of Text
If someone wanted to read a paragraph, they'd read your bullet points. A+ Content should be scannable — short headlines, visual hierarchy, comparison charts, and icon-driven feature callouts. Think presentation slides, not white papers.
4. Ignoring Mobile
Over 70% of Amazon traffic comes from mobile devices. Those beautiful wide-format banners you designed on your 27-inch monitor? They get crushed to thumbnails on a phone screen. Text becomes unreadable. Details disappear.
Design mobile-first. Test every module on a phone before publishing. If the text is too small to read without zooming, it's too small.
5. Not A/B Testing
Amazon offers A/B testing through Manage Your Experiments for A+ Content. Most brands never use it. This is free data that tells you exactly which content drives more conversions — and most brands leave it on the table.
Test headlines. Test image layouts. Test module order. Test comparison chart vs. no comparison chart. Let the data tell you what works for your specific product and audience.
What Great A+ Content Looks Like
The best A+ Content follows a consistent pattern. A comparison chart module that positions your product against competitors or across your own product line. A problem-to-solution visual flow showing the pain point your product solves. Key ingredient or material callouts with icons or visual markers. Social proof integration including awards, press mentions, or certifications. And cross-sell modules linking to complementary products in your catalog.
Premium A+ Content
Amazon offers an enhanced version called Premium A+ Content (sometimes called A++) that adds video modules, interactive hover hotspots, larger image carousels, and more immersive layouts.
To qualify, brands typically need to have a Brand Story published and A+ Content on all ASINs in their catalog. The conversion lift from Premium A+ over standard A+ can be significant — Amazon has reported up to 20% additional conversion improvement.
It's worth pursuing, but only after your standard A+ is optimized. Premium A+ on top of bad content strategy is still bad content.