Key takeaways: Standard A+ Content is available to every brand-registered seller and covers most of what a detail page needs: image-and-text modules, comparison charts and a Brand Story. Premium A+ is wider, supports video, interactive hotspot images, carousels and a larger comparison chart, and is offered to brands that meet Amazon's eligibility conditions. Use Standard A+ on every ASIN first; move your best sellers to Premium once you qualify and have the assets to fill it.
What both are for
A+ Content replaces the plain-text product description on the detail page with designed modules. Its job is to answer the objections that bullets could not, show the product in use, and compare your own range so a shopper who is not sure picks one of yours rather than leaving. Both tiers are measured the same way: unit session percentage before and after, ASIN by ASIN.
Neither tier is indexed for search in the way bullets are. Amazon has stated that A+ text can influence the detail page's discoverability, but we treat A+ as a conversion tool, not a keyword tool. Image alt text and module text should still be written properly, because AI assistants read them.
Standard A+ Content
Available to all brand-registered sellers at no charge. Key facts:
- Up to seven modules per ASIN, chosen from a library of around 17 module types: standard image and text, image header with text, four-image quadrants, comparison chart, technical specification table, and several text-focused layouts.
- Modules are 970 px wide. Image dimensions are fixed per module, for example 970 x 600 for the standard image header and 300 x 300 for the comparison chart product images.
- Brand Story is a separate carousel that sits above the A+ modules and can be applied to your whole catalog at once. It does not use one of the seven module slots.
- Publishing typically takes a few hours to a day for approval, and content applies to as many ASINs as you like.
For most catalogs, seven standard modules are enough. The constraint is usually the quality of the assets, not the module count.
Premium A+ Content
Premium A+ (Amazon also writes it A+ Premium) is the enhanced tier. Key facts:
- Up to seven modules, from a larger library that includes video, interactive hotspot images, image carousels, a full-width comparison chart with more columns, a Q&A module and larger navigation-style modules.
- Modules are 1464 px wide, so images are larger and the content fills the page on desktop.
- Eligibility. Amazon has offered Premium A+ at no additional charge to brands that meet conditions it sets. The conditions Amazon has published require a published Brand Story on every ASIN in the brand's catalog and a minimum number of approved standard A+ submissions in the previous 12 months. Amazon has changed the terms before and can again, so check the eligibility banner in the A+ Content Manager rather than relying on any article, this one included.
- Premium modules cannot be mixed with standard modules on the same ASIN; a Premium A+ project replaces the standard content.
Side by side
| Standard A+ | Premium A+ | |
|---|---|---|
| Who can use it | Any brand-registered seller | Brands meeting Amazon's eligibility conditions |
| Module width | 970 px | 1464 px |
| Modules per ASIN | Up to 7 | Up to 7 |
| Video | No | Yes |
| Interactive hotspots | No | Yes |
| Image carousel | No | Yes |
| Comparison chart | Up to 6 products | Larger, more products and rows |
| Q&A module | No | Yes |
| Brand Story | Yes, separate carousel | Yes, same carousel |
| Cost | None | None while eligible, at Amazon's discretion |
| Asset demand | Moderate | High: video, more images, hotspot copy |
Which to use, and in what order
Read this flowchart as text
- Brand-registered ASIN with no A+
- Publish Standard A+ and Brand Story on every ASIN
- Measure CVR before and after, 4 weeks minimum
- Premium eligibility banner shown in A+ Manager?
- Keep publishing standard A+; build toward eligibility
- Do you have video and hotspot-ready imagery?
- Produce assets first; Premium with weak assets underperforms
- Build Premium for top ASINs, test where traffic allows
- Adopt if CVR holds or improves, roll out by sales rank
Standard first, everywhere, because coverage beats polish. A catalog with A+ on every ASIN and a Brand Story across it also satisfies the eligibility conditions for Premium.
Premium next, on the ASINs with the most sessions, because those are where a conversion lift pays back and where an A/B test has enough traffic to be read. Manage Your Experiments can test A+ versions against each other; that is how we decide whether a Premium build stays. The test approach is in Manage Your Experiments: What to A/B Test First on Amazon.
What each tier does well
Standard A+ earns its keep with the comparison chart. Putting your own range side by side, with the differences in three or four rows, keeps a hesitant shopper inside your brand. It also does well with a "what is in the box" quadrant and a dimensions image the gallery lacked.
Premium earns its keep with video and hotspots. A 20-second demonstration sitting inside the detail page removes doubts a still image cannot. Hotspot images let a shopper tap a part of the product and read about it, which suits anything with several features worth explaining, such as luggage, appliances or tools. The wider comparison chart matters for brands with more than six variants in a range.
Neither tier fixes a weak offer. If the price is wrong or the rating is low, A+ does not close the sale. Fix those, then build A+.
How we brief, build and measure below-the-fold content is described in the process below.
Frequently asked questions
Does Premium A+ cost money?
Amazon has offered it at no additional charge to brands that meet its eligibility conditions. That is a policy Amazon controls and has changed in the past, so treat the A+ Content Manager's eligibility notice as the current answer.
Can I have Standard and Premium modules on the same ASIN?
No. A Premium A+ project replaces the standard modules on that ASIN. The Brand Story carousel is separate and shows with either tier.
Is A+ Content indexed for search?
Amazon says A+ text can contribute to discoverability, but bullets, title, attributes and backend terms are the fields that reliably index. Write A+ for the shopper who has already clicked, and write its alt text and copy properly so AI assistants can read it.
How many modules should I use?
As many as you have real content for, up to seven. A strong four-module page beats a seven-module page padded with stock imagery. Most of ours run five to seven on hero ASINs and three to five on the long tail.