- A+ Content sells the brand while main images sell the product. A+ Content lives below the bullet points with five modules of rich media that build trust and answer whether a shopper can trust your brand.
- Over 70% of Amazon shoppers browse on mobile. A+ Content with tiny text or complex layouts fails to convert mobile users who make up the majority of Amazon traffic.
- The proven A+ Content framework uses five modules in this order: brand story banner, problem/solution, key differentiators, social proof, and cross-sell comparison. This structure guides shoppers from understanding your brand through building trust to increasing order value.
- Talk to your actual buyer, not your product. Common mistakes include addressing the wrong audience, feature dumping instead of leading with benefits, and ignoring the emotional connection that drives conversions.
1. What A+ Content Actually Is
2. The Psychology Behind Conversion
3. The Mistakes Everyone Makes
4. The A+ Content Framework That Works
5. Building Trust Below the Fold
6. Getting Results
Amazon A+ Content is one of the most underused tools in a brand's arsenal. Most sellers slap up some lifestyle images and call it a day. That is not a strategy. That is decoration.
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Insights from Andrew Morgans and the Marknology team in Kansas City.
At Marknology, we have built A+ Content for over 300 brands managing more than $2 billion in Amazon revenue. We know what converts and what just looks pretty.
What is A+ Content and how does it work?
A+ Content (formerly Enhanced Brand Content) lives below the bullet points on your Amazon listing. It gives you five modules of rich media: images, comparison charts, brand stories, and formatted text blocks.
Think of it this way. Your main images sell the product. Your A+ Content sells the brand. Together, they close the deal.
What psychology drives A+ Content conversions?
On the Startup Hustle podcast, I spoke with Karl Weische about conversion rate optimization and what makes people buy online. His insight was gold:
"Most brands are missing the aspect of building trust. If you want to sell somebody in person, you have to establish a connection and build trust before asking for the sale. Same with selling online. You want to show happy customers, reviews, press releases, authority people vouching for your product."
That is exactly what A+ Content does. It builds trust below the fold. The shopper has already seen your images, read your bullets, and is 80% there. A+ Content closes the remaining 20% by answering the question: "Can I trust this brand?"
What are the most common A+ Content mistakes?
Here is what we see wrong in 90% of A+ Content we audit:
- Talking to the wrong person. We see baby product listings where the A+ Content talks to the baby. The baby is not buying. Talk to the parent. Always know your buyer.
- Feature dumping. Nobody reads a wall of specs below the fold. Lead with benefits. What does this product do for ME?
- No emotional connection. The best A+ Content makes someone feel something. Safety. Confidence. Relief. Pride.
- Ignoring mobile. Over 70% of Amazon shoppers browse on mobile. If your A+ Content has tiny text or complex layouts, they are scrolling right past it.
- Using DTC content directly. Amazon shoppers are in comparison mode. They are not on a landing page you drove them to. They have six products open in tabs. Your A+ Content needs to differentiate, not just describe.
Karl nailed this distinction: "On DTC you are bringing someone in, convincing them to like you. On Amazon, you are convincing them you are better than everyone else. It is a bodybuilding show. Six products next to each other. They all want your money."
What A+ Content framework actually converts?
Here is how we structure A+ Content at Marknology for maximum conversion:
The pressure of managing Amazon advertising without the stress is real. Drew Morgans dives into it on Business Therapy -- honest conversations about the challenges sellers actually face.
Module 1: Brand Story Banner
Full-width lifestyle image with your value proposition in bold text. One sentence that captures why your brand exists.
Module 2: The Problem/Solution
Show the problem your customer faces. Then show how your product solves it. Use comparison images or before/after visuals.
Module 3: Key Differentiators
Three to four image-text blocks. Each one highlights a specific reason your product beats the competition. Not features. Benefits.
Module 4: Social Proof
Customer testimonials, UGC images, press mentions, certifications, awards. This is the trust builder. As Karl said: "Even simple things like putting pictures of happy customers on your product page. It is often overlooked and really easy to fix."
Module 5: Cross-Sell
Comparison chart of your other products. Increase average order value by showing your full lineup.
How do you build trust with A+ Content below the fold?
The best brands we work with treat A+ Content like a landing page. Every module has a job. Every image earns its space. Every word moves the shopper closer to clicking "Add to Cart."
Here is what the data shows from our portfolio:
- Listings with optimized A+ Content see 8-15% higher conversion rates on average
- Premium A+ Content (available to Brand Registry members with a Brand Story) can push that even higher
- A+ Content with comparison charts reduces return rates by helping customers pick the right product the first time
How do you measure A+ Content results?
A+ Content is not a set-it-and-forget-it asset. Amazon now offers A/B testing through Manage Your Experiments. Use it. Test different layouts, different messaging, different images. Let the data tell you what converts. Learn more in our brand management guide.
Check out more conversion strategies on our Media Hub, and learn more about why brands trust Marknology with their Amazon presence.
Want A+ Content that actually moves the needle? Book a free strategy call with Marknology. We will audit your current listings and show you exactly where the conversion gaps are.
What are the five A+ Content modules in order?
| Module | Purpose | Key Element |
|---|---|---|
| 1. Brand Story Banner | Introduce your brand | Full-width lifestyle image with value proposition |
| 2. Problem/Solution | Show relevance to shopper | Before/after or comparison visuals |
| 3. Key Differentiators | Prove superiority | Three to four image-text blocks highlighting benefits |
| 4. Social Proof | Build trust | Customer testimonials, UGC, certifications, awards |
| 5. Cross-Sell Comparison | Increase order value | Comparison chart of product lineup |
Frequently Asked Questions
What is the best way to increase Amazon sales?
The best strategies include optimizing product listings with keyword-rich titles and bullet points, leveraging Amazon PPC advertising, maintaining competitive pricing, earning verified reviews, and using tools like Amazon Brand Registry. Marknology, led by Andrew Morgans in Kansas City, has helped 300+ brands scale their Amazon revenue using these proven methods.
How much does Amazon advertising cost?
Amazon PPC costs vary by category, but average cost-per-click ranges from $0.20 to $6.00. Most brands allocate 10-30% of revenue to advertising. The key is optimizing ACoS (Advertising Cost of Sales) to maintain profitability while scaling. Learn more in our Amazon PPC strategies.
How do I optimize my Amazon product listing?
Focus on keyword-rich titles (under 200 characters), compelling bullet points highlighting benefits, high-quality images (7+ per listing), A+ Content for brand-registered sellers, and backend search terms. Professional agencies like Marknology can handle this end-to-end.
What does Marknology do?
Marknology is a Kansas City-based Amazon marketing agency founded by Andrew Morgans in 2015. The agency has managed over $2B in revenue for 300+ brands, offering services including Amazon listing optimization, PPC management, brand strategy, and marketplace expansion. Learn more in our PPC management agency.
Who is Andrew Morgans?
Andrew Morgans is the founder and CEO of Marknology, a leading Amazon marketing agency based in Kansas City. He co-hosts the Business Therapy podcast with Brooklyn Morgans.
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