A+ Content: When It's Worth It and How to Use It
A+ Content is the rich, image-and-text section that replaces the plain product description for Brand Registered sellers. Done well, it turns hesitant browsers into buyers by answering questions your bullets can't and making your brand feel established. Done as an afterthought, it is wasted screen space. Here is how to decide when to invest and how to build modules that actually convert.
Try Helium 10 free — then save with our link
Start on the free plan and unlock member savings on Platinum & Diamond. Cancel anytime.
What A+ Content is — and who can use it
A+ Content requires enrollment in Amazon Brand Registry, which in turn requires a registered trademark. Once eligible, you assemble modules — pre-built layout blocks combining images and text — into a visual section below the fold. There is a standard tier available to all brand-registered sellers, plus a premium tier with interactive modules that Amazon extends to qualifying brands.
Is it worth it?
For almost any brand owner, yes. It is free to publish, and it typically produces a measurable lift in conversion because it reduces uncertainty at the exact moment a shopper is deciding. The lift is largest for products that need explanation, have a premium price to justify, or compete in a category full of confusing look-alikes. For a dead-simple commodity at the lowest price, the gain is smaller — but it still costs nothing but time.
Think of A+ Content as the part of the page that earns the right to charge more than the cheapest competitor — it is where you show why you're worth it.
The modules that matter most
- Comparison chart — line up your products (or your product against the category) so shoppers self-select the right one and stay on your listings.
- Feature callouts — image-plus-text blocks that expand on your top benefits with room to breathe.
- Brand story — a dedicated banner that appears across your catalog, building trust and cross-selling your range.
- Full-width lifestyle imagery — big, emotive visuals that reinforce how the product fits the buyer's life.
| Module | Best used for | Conversion role |
|---|---|---|
| Comparison chart | Multi-product catalogs | Guides choice, reduces bounce |
| Feature callouts | Products needing explanation | Answers lingering questions |
| Brand story | Building trust & cross-sell | Justifies price, adds credibility |
| Lifestyle banner | Emotional / aspirational goods | Helps buyer picture ownership |
Quick tip
A+ Content text is not indexed for search the way bullets are, so treat it as a conversion tool, not an SEO field. Put your indexable keywords in the title, bullets, and backend, and use A+ to persuade.
How to build modules that convert
Keep each module focused on one message. Use high-resolution imagery, keep on-image text short and legible on mobile, and maintain a consistent color and type style so the section feels like a brand, not a collage. Lead with your single strongest differentiator, place the comparison chart where undecided shoppers will hit it, and close with the brand story.
Measure the lift
After publishing, watch your unit session percentage (conversion rate) over the following weeks. Because A+ changes only the description area, a meaningful move is a fair signal of its impact. Pair the design work with a keyword-optimized listing built in Helium 10 Scribbles, and use Keyword Tracker to confirm your rankings hold as conversion improves.
Standard versus premium A+
Standard A+ Content is available to every brand-registered seller and covers the essentials — comparison charts, image-and-text modules, and banners. Premium A+ (sometimes called A+ Brand Story Premium) unlocks larger, richer, and more interactive modules such as full-width video, image carousels, hover hotspots, and Q&A blocks. Amazon extends premium access to qualifying brands, often those with an active catalog of approved standard content.
Don't wait for premium to get started. Standard A+ already delivers most of the conversion benefit; premium is a refinement for brands that have proven the format works for them. Build a strong standard version first, then upgrade the top listings if you gain access.
| Feature | Standard A+ | Premium A+ |
|---|---|---|
| Availability | All brand-registered sellers | Qualifying brands only |
| Module size | Standard width | Full-width, larger |
| Video | Limited | Supported |
| Interactivity | Static | Carousels, hotspots, Q&A |
Common A+ pitfalls
- Wall-to-wall text. A+ is a visual medium — if a module is mostly paragraphs, it belongs in the description instead.
- Ignoring mobile. Modules stack into a narrow column on the app, so tiny side-by-side text becomes unreadable. Design for the phone first.
- No differentiation. Generic lifestyle stock that could belong to any brand wastes the space. Show what makes your product the right choice.
Ready to put this into action?
Helium 10 gives you the tools in this guide in one dashboard. Start free through our link.