Below your bullet points, every Amazon listing has a section most shoppers scroll past without noticing - and most sellers have either left completely empty or filled with stock photos and vague brand copy that tells customers nothing useful. That section is A+ Content. For Brand Registry sellers, it's free. It requires no Amazon approval budget. And it is, consistently, one of the highest-return improvements you can make to a listing. This is the guide to understanding why it works, which modules to actually use, what to put in each one, and the design decisions that separate A+ Content that converts from A+ Content that just looks expensive.
Amazon A+ Content (formerly Enhanced Brand Content or EBC) is a visual content module that replaces the plain text product description section on your listing page. Instead of a few paragraphs of text below the bullet points, you get a structured layout builder with image-text combinations, comparison charts, feature callouts, and brand story sections.
It is available exclusively to sellers enrolled in Amazon Brand Registry - meaning you need a registered trademark. If you're not yet brand-registered, that's the first step. Once registered, A+ Content is available at no cost under the standard tier.
But those numbers are averages across all A+ Content. Badly designed A+ Content barely moves the needle. We've audited listings where a seller spent ₹15,000 on graphic design and their A+ content was actually hurting conversions - because the modules were decorative, the copy repeated the bullet points, and mobile users saw illegible text inside images.
This guide is about the A+ Content that sits in the top half of that range.
By the time a shopper scrolls past your bullet points, they have not bought yet. That means your title, images, price, and bullets were good enough to keep them reading - but not enough to close the decision. Something is still unresolved. They need one more push.
What they're looking for at that point is almost always one of three things:
A+ Content, when built well, answers all three. A brand story module answers reassurance. A comparison chart answers clarity. Lifestyle image modules answer visualisation. Text on a plain white background answers none of them. Which is why the plain text description that A+ replaces is almost entirely useless as a conversion tool.
Sunita sells cold-pressed face oils. Her listings had detailed bullet points, good main images, and average-for-category reviews (4.2★, ~80 reviews). Her conversion rate on her hero product - a vitamin C face oil priced at ₹649 - was sitting at 6.8% for three months.
Her plain text description said: "Made from 100% natural ingredients. No parabens. Suitable for all skin types. Dermatologist tested." Four sentences. A customer who made it that far and wasn't yet converted had no new information to act on.
We built her A+ Content across six modules: an ingredient origin story with a sourcing image (answered: what makes this different), a before-after lifestyle section showing skin texture (answered: will this work on me), a three-product comparison chart across her range (answered: which one should I buy), a usage guide with step-by-step visuals (answered: how do I use this correctly), a "What's Inside" ingredient breakdown (answered: is this safe), and a brand values section with a founder photo (answered: who am I buying from).
Conversion rate after 45 days: 9.4%. On ~1,200 monthly sessions, that's 31 additional units per month at ₹649 each.
+₹20,119 in incremental monthly revenue. Same traffic. No new ad spend.Amazon's A+ Content builder offers a range of module types. Most sellers use whatever looked good in the preview, in whatever order seemed logical. The sellers who see real conversion lifts build their A+ layouts with deliberate intent - each module earns its position by answering a specific buyer question.
Here are the modules that actually matter and when to use each:
The images matter. But the copy inside each module is where most A+ Content either earns the conversion or wastes the attention. Here's the content framework we use for each module type.
Your headline here should be a brand positioning statement - not a product name, not a tagline, not a repetition of your title. It should tell the customer what kind of brand they're dealing with in a single memorable line.
The difference: the weak versions describe the seller. The strong versions describe the customer's life. Always write toward the customer's identity and aspiration, not toward your product.
Every image-text feature module has a headline, a short paragraph, and an image. The most common mistake is making all three say the same thing. The format should work like this:
Example - Stainless steel lunch box. Feature: triple-lock lid.
Image: Close-up of the three locking clips, sealed.
Headline: "Zero leaks. Tested at every angle."
Body: "The triple-lock system keeps your dal and sabzi contained even in a fully-loaded school bag. Each clip locks independently - one bent clip doesn't mean a spill."
Most comparison charts list product names across the top and features down the side, with checkmarks. That's functional but not persuasive. A better approach: use the attribute rows to tell a story about which customer each product is for.
Instead of "Size: 500ml / 750ml / 1 litre" - write "Best for: Office desk / Day hike / Long travel." Instead of "Lid type: Screw cap / Flip-top / Wide mouth" - write "Best when: You want speed / You want spill-proof / You want easy cleaning." Shift the framing from product spec to customer need, and the chart becomes a self-selection tool that increases both conversion and post-purchase satisfaction.
This is one of the most underused modules, and one of the highest ROI. A visual step-by-step usage guide does two things: it pre-answers the most common support questions, and it creates realistic expectations - which is the primary driver of positive reviews and the primary preventer of returns.
A seller of baby food makers we work with added a 4-step visual usage guide (clean → steam → blend → store) to their A+ Content. Their return rate for "didn't work as expected" dropped from 8.2% to 3.4% in 60 days. The product didn't change. The customer's understanding of it did.
Amazon's A+ Content builder has specific technical requirements for images. Submitting incorrectly sized or formatted images is the fastest way to get your A+ Content rejected and add days to your go-live timeline.
| Module Type | Recommended Dimensions | Max File Size | Format |
|---|---|---|---|
| Header Banner | 970 × 600 px |
2 MB | JPG or PNG |
| Image with Text Overlay | 970 × 300 px |
2 MB | JPG or PNG |
| Image & Text (half width) | 300 × 300 px minimum |
2 MB | JPG or PNG |
| 4-Image Quadrant | 220 × 220 px per image |
2 MB each | JPG or PNG |
| Brand Story Strip | 625 × 625 px (logo), 970 × 600 px (background) |
2 MB | JPG or PNG |
Beyond the specs, there are design principles that determine whether your A+ Content actually performs. These are the non-negotiables we apply to every account we manage:
Amazon's moderation team rejects A+ Content for: promotional language ("Sale!", "Best Price!"), third-party logos or brand names, lifestyle images that show prohibited content (alcohol without moderation context, tobacco, etc.), images where the product is not the primary focus, blurry or watermarked images, and contact information or external URLs anywhere in the content.
Most sellers either outsource A+ Content to a designer with no Amazon context (and get something visually nice that doesn't convert) or try to build it themselves in the A+ builder without a plan (and get something that looks cluttered). Here's the process that consistently produces high-performing A+ content:
Amazon offers a second tier called Premium A+ Content (formerly A++ or Project X). Premium A+ includes additional modules: full-width videos, interactive hotspot images, Q&A modules, enhanced comparison charts, and carousel-style image galleries.
As of 2024–2025, Amazon has made Premium A+ available to Brand Registry sellers who have published Brand Story content on at least five ASINs and meet other eligibility criteria. Check your A+ Content Manager - if you see a "Premium" option in the module picker, you're eligible.
Vikram sells resistance band sets. He had standard A+ Content on his hero ASIN - good conversion rate improvement, 8.2% from 5.7% when we first built it. When Premium A+ became available, we rebuilt using a 30-second product demo video module, an interactive hotspot image of the band showing resistance levels at different stretch points, and a Premium comparison chart that showed which band weight was right for which fitness goal.
The video module did what no static image could: it showed a trainer using the product through three exercises in real time, with form cues. Customers who watched the video (tracked via Brand Analytics) converted at 14.1%. Those who didn't watch converted at 7.9%.
Premium A+ lifted overall conversion from 8.2% to 11.6% in 60 days. Same price. Same reviews. Better content.The practical advice: start with standard A+ if you haven't done it yet - it's higher priority and you need it as a baseline. Once you're eligible for Premium A+, rebuild your top 3 ASINs with video and interactive modules. Video is the single most impactful module type for complex or unfamiliar products.
We handle everything - review audit, module planning, image briefs, copywriting, and submission. Most ASINs go live within 10–14 days. Let's talk about what your listing needs.