Amazon A+ Content: The Complete Guide to Modules and Specs

Key takeaways: A+ Content is the below-the-fold section of an Amazon detail page that Brand Registry owners can design with images, text and comparison charts. Its job is conversion, not ranking. Order the modules to answer objections in the sequence shoppers raise them, put a comparison chart of your own range near the end, build every image for a phone screen, and measure the result on unit session percentage before and after.

What A+ Content is and why it matters

A+ Content replaces the plain text product description on an Amazon detail page with a designed section: banner images, image-and-text blocks, feature grids and comparison charts. It is available to sellers enrolled in Brand Registry and to vendors, at no charge for the standard version. Premium A+ adds larger modules, video, carousels and interactive elements. Brand Story is a separate, scrollable carousel that appears above A+ Content and is shared across your catalog.

It matters because the top of the page decides the click and the bottom of the page decides the sale for anyone who was not sure. A shopper who reads the bullets and scrolls is looking for a reason to buy or a reason to leave. A+ Content is where you give them the first and remove the second. It also reduces returns when it sets expectations clearly, and it is one of the few places on the page where you can compare your own products and steer the shopper to the right one instead of losing them to a competitor.

How A+ Content gets built

Standard A+, Premium A+ and Brand Story

Three related things get called "A+" and they do different jobs.

Standard A+ Content is the base offer. You choose up to a fixed number of modules from a library of image, text and chart layouts and arrange them in order. It is free for Brand Registry sellers and the right starting point for every ASIN.

Premium A+ Content uses wider, full-bleed modules, supports video, image carousels, hover hotspots and a Q&A module. It is visually stronger and takes more design work. Amazon has opened it to sellers who meet published eligibility conditions, which have included publishing a Brand Story across the catalog and having a track record of approved A+ submissions; check the current criteria in your A+ Content Manager, because Amazon changes them. The A+ Content vs Premium A+: What Is the Difference and Which to Use comparison sets out when the extra effort pays.

Brand Story is the scrolling carousel of cards that sits above the A+ section. It is built once and applied to many ASINs, so it carries brand-level messages: who you are, what you stand for, and links to your other products and your Brand Store. It is not the place for product specifics.

The practical order for most brands is: Brand Story on every ASIN, standard A+ on every ASIN with its own product-specific modules, Premium A+ on the top sellers once the standard version has proven what converts.

Planning the sequence: answer objections in order

Before opening the module builder, write down the questions shoppers ask before buying this product. Sources are your reviews, your Q&A, competitor one-star reviews and the questions your customer service team answers most. Then sort them into the order a shopper raises them.

For most products the sequence is:

1. Hero. A wide banner that shows the product in its best context and restates the main benefit in a few words. The shopper should know in one glance that they are still on the right product.
2. Proof of the main claim. How it works, what it is made of, or what makes it different. One or two image-and-text modules.
3. Detail. Dimensions, compatibility, what is in the box, care instructions. A feature grid or a technical specifications module.
4. Use and fit. Who it is for and where it goes. Lifestyle images with short captions.
5. Comparison. A chart of your own range so the shopper who wants a different size or tier finds it on your page rather than a competitor's.
6. Brand and reassurance. A short closing module about the brand, care, or what to expect from the packaging.

The order matters more than the module choice. A comparison chart at the top sends the shopper away before they have understood the product; the same chart at the end catches the one who was about to leave.

The modules and what each is for

The standard library includes, among others:

• Image header with text. The hero. One wide image with a headline and short body copy. Use it once, at the top.
• Single image with sidebar or highlights. An image with a headline, body text and a short bullet list beside it. Good for the proof modules.
• Three or four images with text. A row of square images with captions. Good for features, materials, or steps in use.
• Single image with specs detail. Image on one side, technical detail on the other.
• Comparison chart. Up to several columns of your own ASINs with rows for attributes and a checkmark or text per cell. Each column links to that product.
• Technical specifications. A plain two-column table for dimensions, materials and compatibility.
• Text and standard text modules. Use sparingly; walls of text below the fold are skipped on mobile.
• Company logo. Rarely worth a slot on its own; the Brand Story already carries the brand.

Premium adds full-width image and video modules, carousels, interactive hotspots on an image, a comparison chart with images, and a Q&A module that lets you pre-answer common questions.

Image specifications and design rules

Each module has fixed pixel dimensions, and the builder rejects anything that does not match. Standard modules use wide banners around 970 pixels across for headers and text overlays, square images around 300 pixels for the multi-image layouts, and small tall images for comparison chart columns. Premium modules are wider, around 1,464 pixels across for full-bleed banners. Brand Story uses a wide background image with card overlays of fixed size. Always take the exact size from the module's own spec in the builder at the time you design, because Amazon adjusts them.

Design rules that hold regardless of size:

• Design for the phone. Most shoppers see A+ Content on a screen a few inches wide. Text baked into an image that reads fine on a monitor becomes unreadable on mobile. Keep in-image text to a headline size and put the detail in the module's text fields.
• One idea per module. A module that tries to show four features shows none.
• Consistent visual language. Same fonts, same color palette, same photographic style as your main image gallery and Brand Store, so the page reads as one brand.
• Alt text on every image. Fill the image keyword field. It supports accessibility and external search, even though it is not part of Amazon's main listing index.
• No claims you cannot support. Amazon's content policy rejects unsupported superlatives, health and safety claims without substantiation, guarantee language beyond what Amazon allows, pricing, promotional wording, contact details and links off Amazon. The review process catches some of this; the rest gets your ASIN suppressed later.

Writing the copy

A+ copy is short. Headlines of a few words, body text of two or three sentences, captions of one line. Write from the shopper's problem, not the product spec. "Fits under a standard kitchen cabinet" beats "Height: 38 cm" in a caption; the specification module is where the number goes.

Keep the voice consistent with your bullets and your Brand Store. Where a review keeps raising the same question, answer it directly in the module text. Do not repeat the bullets word for word; the shopper has just read them.

A+ text is not treated as indexed listing copy for Amazon search in the way your title, bullets and backend terms are. Do not sacrifice readability to fit keywords into it. Its job is conversion. That said, plainly stated facts in A+ Content are the kind of content AI-assisted shopping features read, so accuracy and specificity help beyond the human reader.

Comparison charts: the highest-value module

If you have more than one product in a range, the comparison chart is usually the single most valuable module on the page. It turns a shopper who is on the wrong variant into a sale rather than a bounce. It also raises average order value when it shows the larger pack or the premium tier next to the one the shopper is viewing.

Rules for a chart that works:

• Put the product the shopper is viewing in the first column and mark it.
• Choose rows the shopper actually compares on: size, count, material, key feature, what it fits. Not marketing slogans.
• Keep it to the products that are real alternatives. A chart of twelve columns scrolls off a phone screen.
• Use the checkmark cells where the answer is yes or no, and short text where it is a value.

Publishing, measuring and testing

Before you publish, record the baseline: unit session percentage and sessions for each ASIN over the previous four weeks. Publish, wait for Amazon's review, then wait another four weeks of comparable traffic. Compare. If conversion moved up with traffic roughly constant, the content is working. If it did not, the content may still be right and the traffic mix may have changed; check the Search Query Performance data for the period before concluding.

For top-selling ASINs, use Manage Your Experiments to A/B test two A+ versions on live traffic. It splits shoppers between the versions and reports which converted better with a confidence figure. Test one meaningful difference at a time: module order, a different hero, a chart versus no chart. The Manage Your Experiments: What to A/B Test First on Amazon article covers what to test first.

Roll out winners across the range. A module sequence that lifted conversion on one product usually works on its siblings with the images swapped.

Common mistakes

• Text-heavy modules built for desktop. Unreadable on mobile, which is where the sale happens.
• Repeating the bullets. The shopper scrolled down for new information.
• Comparison chart first. It sends people away before they have understood the product they clicked on.
• Skipping the Brand Story. It is free, applies across the catalog and is a condition of some Premium A+ eligibility.
• Policy words. "Best", "number one", "guaranteed", medical claims, prices and coupon codes get content rejected or the ASIN flagged.
• Publishing without a baseline. If you did not record conversion before, you cannot prove what the content did.
• Inconsistent brand look. A+ Content in one style, gallery images in another and a Brand Store in a third reads as three different companies.

How WeSpark does it

We build A+ Content from a brief you approve, starting with the objections in your reviews, and we measure it on conversion before and after. The processes below are the ones we follow.

B8A+ content, premium A+ and brand storybelow-the-fold content that answers objections and compares your own range, measured on conversion before and after.

B10How we test creative before we commitdecisions based on Amazon's own A/B testing rather than opinion — only winners go live.

Brand Story is applied across the catalog first, then standard A+ per ASIN, then Premium A+ on the products where the standard version has shown what converts. Every image is designed for a phone screen first, and every published version is A/B tested where traffic allows. The Amazon Brand Store Design: A Store Worth Landing On guide covers the Store the Brand Story links to.