A+ Content is the set of image, text and comparison modules that brand-registered sellers can publish in place of the plain-text product description on their Amazon listings. It sits below the fold on desktop and behind the "From the manufacturer" or "From the brand" section on mobile. It was formerly known as Enhanced Brand Content for sellers.
Why it matters
A+ Content is where a shopper who is already interested goes to settle doubts. Bullets tell; A+ shows: how the product is used, how the sizes compare, what is in the box, why this variant rather than that one. It is one of the few parts of the listing that lets you compare your own range side by side, which keeps a shopper who is not sold on this ASIN inside your catalog instead of back in search results.
Two things A+ does not do. Its body text is not indexed for search in the way titles and bullets are, so it is not a keyword tool. And it cannot include pricing, promotional language, guarantees or references to competitors, which Amazon rejects at review.
What moves it
- Answering objections in order. The best A+ pages follow the questions a shopper asks: will it fit, will it last, how do I use it, which one do I need.
- Legible text at mobile size. Text baked into images has to be readable on a phone screen.
- A comparison chart module for ranges with more than one variant or product.
- The Brand Story module, which is a separate, brand-wide carousel that appears above A+ and can be published across every ASIN.
- Alt text on every image, which Amazon requires and which also gives Rufus and screen readers something to read.
How we use it
We treat A+ as a conversion project with a before-and-after measurement. The brief comes from review mining and customer questions, the modules are built to Amazon's exact pixel specifications, and the page is measured on Unit Session Percentage in the weeks after publication. Where the account qualifies, we test Premium A+ against standard A+ using Manage Your Experiments rather than assuming the richer format wins.