Amazon A+ Content services for the premium tier you are probably already entitled to
Premium A+ used to sit behind a serious revenue threshold. It is now free for brand registered sellers who clear a two step unlock, and most brands are part way there without knowing it. Meanwhile the thing everyone does with A+ copy, stuffing keywords into it, does nothing at all.
Modules that answer the objection costing you the sale, built to render properly on the phone where two thirds of your buyers are.
What are Amazon A+ Content services?
Amazon A+ Content services cover the enhanced brand content below the fold on your product pages: choosing which modules earn their place, writing copy that answers the objections stopping a purchase, producing the imagery and comparison charts, publishing a Brand Story across the catalogue, and unlocking and building Premium A+ where the brand qualifies.
The boundary with the neighbouring services is worth stating, because all three get sold as one thing.
Brand Registry is what makes A+ available at all. Listing optimization owns the title, bullets, images and attributes above the fold. Amazon A+ Content services own everything below it, and that section has a completely different job.
What A+ Content does and does not do
Four things worth knowing before anyone writes a module, and the first one contradicts most of the advice out there.
A+ body text is not indexed for Amazon search. Stuffing keywords into your text modules does not move your ranking directly. It is a conversion asset, not a ranking asset, and treating it as a place to dump search terms produces copy that reads badly and achieves nothing.
Premium A+ is now free, behind a two step unlock. It used to require a substantial revenue threshold. For brand registered sellers it now comes down to publishing a Brand Story across your brand owned listings and having a set of A+ projects approved in the preceding twelve months. Reported thresholds vary, so confirm your current position in Seller Central, but the important part is that it is a work requirement rather than a spending one.
The conversion numbers are real and they are Amazon’s own. Amazon reports lifts of up to 10% from Basic A+ and up to 20% from Premium. Treat those as ceilings rather than promises, but they explain why the tier difference matters more than the design does.
Most A+ is designed on a desktop and read on a phone. Roughly two thirds of Amazon traffic is mobile, where modules stack, comparison charts compress and text set in an image becomes unreadable. A layout that looks considered at full width can be close to useless at the size most people see it.
Amazon adjusts eligibility and module availability regularly, so verify the current requirements for your brand before planning a rollout.
Basic A+, Premium A+ and Brand Story
They do different jobs and the Brand Story one is also the key to the other two.
| Basic A+ | Premium A+ | Brand Story | |
|---|---|---|---|
| Cost | Free with Brand Registry | Free once you clear the unlock | Free with Brand Registry |
| Sits | Below the fold on the product page | Same place, larger canvas | Above the A+ section, across the brand |
| Best for | Explaining the product and answering objections | Comparison, video, richer interaction | Who you are and cross selling the range |
| Reported lift | Up to 10% | Up to 20% | Supports both |
| Indexed for search | No | No | No |
| Catch | Easy to fill with stock modules that say nothing | Needs the unlock completed first | Needed on every brand owned ASIN for the unlock |
Brand Story is the one most brands skip, which is unfortunate, because it is both a cross sell surface in its own right and the gate to the premium tier.
What our Amazon A+ Content services cover
Deciding what each module has to prove comes first. Design is the last thing we do, not the first.
Objection research
Pulled from your negative reviews, returns reasons and customer questions. The things people say when they send it back are the things the modules need to answer.
Module selection and order
Chosen for the job rather than to fill the space. Most products need four or five modules doing real work, not nine doing decoration.
Copy that answers something
Written to resolve a specific hesitation, in plain language. No keyword stuffing, because the text is not indexed and the practice only makes it read worse.
Imagery and layout
Produced or directed to your brand, with any text kept out of images where it would be unreadable on a phone or lost to a screen reader.
Mobile proofing
Every module checked as a phone renders it, including how comparison charts compress, because that is where most of your buyers will see it.
Brand Story rollout
Published across brand owned listings, both for its own cross selling value and because it is one half of the Premium unlock.
Premium A+ unlock and build
Getting you through the eligibility requirements, then using the larger canvas properly rather than stretching the Basic layout across it.
Comparison charts
Set up to sell the right product from your own range rather than to make everything look equally good, which is the most common way this module is wasted.
Before and after measurement
Unit session percentage per ASIN, tracked across the change. A+ that did not move conversion has not worked, however good it looks.
If you want a quick read on where your listings stand before any of this, our Amazon listing score checker scores A+ content alongside the other factors.
How the A+ Content work runs
Read the reviews before writing anything
Negative reviews, return reasons and customer questions, sorted by frequency. This produces the list of things the modules have to answer, and it is almost never the list the brand expected.
Check the Premium position
Where you stand against the unlock, and what closing the gap would take. On many accounts it is a couple of weeks of Brand Story publishing rather than anything expensive.
Build, mobile first
Modules drafted, written and designed with the phone rendering as the reference version rather than the afterthought.
Publish and measure
Rolled out per ASIN with unit session percentage tracked before and after, so the effect is a number rather than an opinion about the design.
A+ Content has one job and it is not branding
By the time someone scrolls this far they have decided they are interested and are looking for a reason not to buy. Good A+ removes those reasons one at a time.
Will it fit or work for me
Dimensions in context, compatibility, sizing against something familiar. The single most common return reason across most categories.
What is it actually made of
Materials, construction and standards. Vague quality claims do nothing here, and specifics are what a doubtful buyer is looking for.
Which of your products should I buy
A comparison chart across your own range, set up to guide a decision rather than to present four equally attractive options.
How do I use it
Setup, care and the step people get wrong. Frequently converts the buyer who is worried it will be complicated, and reduces returns afterwards.
Who is it for and not for
Saying who should not buy it builds more trust than any superlative, and it filters out the customers who would have returned it and left two stars.
Why this brand
Worth a module rather than the whole section. Brand Story exists for this, which frees the product modules to keep answering questions.
Every module should be answerable with the question it exists to resolve. If nobody can name that question, the module is decoration and it is taking up the space something useful could occupy.
Six ways A+ Content gets wasted
All six are sitting on product pages that look, at a glance, perfectly professional.
Keyword stuffed copy
Written for an index that does not read it. The text is not searchable, so the only effect is prose that a human finds harder to trust.
Bullets restated in a nicer font
The same claims from above the fold, reformatted. A shopper who scrolled past your bullets did so because they wanted something the bullets did not answer.
Text baked into images
Unreadable at phone size and invisible to assistive technology. Any sentence that matters should be in a text field, not in a JPEG.
Stock modules on every ASIN
The same three templates duplicated across a catalogue. Fast to produce and close to worthless, because no product gets its own objections answered.
Designed at full width only
Signed off on a large monitor and never checked on a phone, where two thirds of the audience meets it and the layout behaves differently.
Published once and forgotten
Written at launch, never revisited, while two years of reviews accumulate telling you exactly which new objection needs a module.
How much do Amazon A+ Content services cost?
Priced per project rather than per module, because module count is the least meaningful number in this work.
A+ audit and Premium check
What your current modules are doing, which objections are unanswered, and exactly where you stand against the Premium unlock. Yours to act on either way.
Build project
Copy, imagery, modules and Brand Story across a defined set of ASINs, including the Premium unlock work where it applies. A one off, quoted after the audit.
Ongoing content management
New products, seasonal updates and revisions driven by what recent reviews are saying. Flat monthly fee, and only worth it above a certain catalogue size.
Judge it on unit session percentage rather than on how the page looks in a deck. A+ that pleased everyone internally and moved no conversion has not done its job.
A+ Content alongside the rest of the listing
Amazon listing optimization
Titles, bullets, images and attributes above the fold. That section is indexed and A+ is not, so the two need writing to different rules.
See listing work →Amazon Brand Registry
What makes A+ available in the first place, and the route in is lower than most brands assume since pending trademarks became acceptable.
See Brand Registry →Amazon PPC management
Advertising multiplies whatever your conversion rate is. Fixing the page before raising the bids is the cheaper order to do it in.
See Amazon PPC →Common questions about Amazon A+ Content
Not directly. A+ body text is not indexed for Amazon keyword search, so putting keywords into your modules will not move your position. What it does is lift conversion, and conversion feeds sales velocity, which does affect ranking. So it helps, but through the back door, and stuffing keywords into it is wasted effort either way.
For brand registered sellers who clear the eligibility requirements, yes. It comes down to having a Brand Story published across your brand owned listings and a set of A+ projects approved in the previous twelve months. Reported thresholds vary between sources, so check your own position in Seller Central, but the point is that it is now a work requirement rather than a revenue one.
Amazon reports lifts of up to 10% from Basic A+ and up to 20% from Premium. Treat those as ceilings rather than expectations, because the result depends entirely on whether the modules answer a real objection. A page that restates the bullet points in a nicer typeface will not move anything.
Whatever is currently stopping people buying. Pull it from your negative reviews, return reasons and customer questions, sorted by frequency. Fit and sizing, materials, which model to choose, how to set it up, and who the product is not for. If a module cannot be matched to a question a real customer asked, it is decoration.
A separate A+ format that sits above the main A+ section and runs across your brand rather than per product. It is worth having on its own merits as a cross selling surface, and it is also one half of the Premium A+ unlock, which makes skipping it an expensive habit.
Keep anything that matters out of the image. Text baked into a JPEG becomes unreadable at phone size, and roughly two thirds of Amazon traffic is mobile. It is also invisible to assistive technology. Use the text fields for words and let the images do the work images are good at.
Unit session percentage per ASIN, measured before and after publishing. It is Amazon’s own conversion metric and it settles the argument. If the new modules look better and conversion did not move, they have not worked yet, and the honest response is to revisit them rather than to call it a brand improvement.
Find out how close you are to free Premium A+
We will check where you stand against the Premium unlock, review what your current modules are doing, and pull the objections out of your reviews that nothing on the page currently answers. Most brands are closer to the premium tier than they expect. No obligation, no sales pitch.
Get my free A+ Content review- Premium eligibility check
- Unanswered objections
- Mobile rendering review