A+ Content on Amazon: what it is, why it works, and how to set it up

A+ Content (formerly Enhanced Brand Content) is one of the most powerful conversion tools available to Amazon sellers with Brand Registry. Yet most sellers either don't use it, or use it poorly.

What is A+ Content? It replaces the standard product description with rich media modules: images, comparison tables, brand story sections, and formatted text. It appears below the bullet points on your product detail page.

Why does it work? A+ Content increases conversion rate by 5-10% on average according to Amazon's own data. It reduces bounce rate by giving buyers more information without leaving the page. And it helps differentiate your brand from competitors.

The most effective modules we use: 1) Hero image with text overlay — sets the brand tone. 2) Three-column feature highlights — visual benefit communication. 3) Comparison table — lets buyers self-select the right variant. 4) Brand story — builds trust and loyalty.

Common mistakes: Using A+ Content as a glorified image gallery. Every module should serve a purpose: answer a question, overcome an objection, or reinforce a buying trigger. Pretty images without substance don't convert.

Another mistake: ignoring mobile. A+ Content renders differently on mobile — test everything on a phone before publishing. Text-heavy modules that look fine on desktop become unreadable on a 6-inch screen.

Setup process: Go to Seller Central → Advertising → A+ Content Manager. Choose 'Basic' for standard A+ or 'Brand Story' for the scrollable header module. Select your modules, upload assets, and submit for approval (usually 24-48 hours).

Pro tip: A/B test your A+ Content using Amazon's Manage Your Experiments tool. Test different hero images, module orders, and copy to find the highest-converting combination.

At Rankexy, we design and build A+ Content as part of our full listing optimisation service. Every module is data-informed and designed for conversion — not just aesthetics.