How to Create Amazon A+ Content That Converts (With Real Examples)

What Is A+ Content and Why It Matters

Amazon A+ Content (formerly Enhanced Brand Content) lets Brand Registered sellers replace the basic text product description with rich media: images, comparison charts, branded storytelling, and lifestyle imagery. It lives below the bullet points on your product page, and it is one of the most underutilized conversion tools on the platform.

If you are selling on Amazon without A+ Content, you are leaving money on the table. Period. At Marknology, A+ Content is one of the first things we build for every brand because the conversion lift is real and measurable.

"Most brands are missing the aspect of building trust. You want to show happy customers, reviews, press releases of your brand, authority people vouching for your product. This is often overlooked and really easy to fix."

The Real Impact on Conversion Rates

Amazon's own data suggests A+ Content increases conversions by 3 to 10%. In our experience managing 300+ brands, we consistently see 5 to 15% conversion improvements when we replace a text-only description with well-designed A+ Content. On a product doing $50,000 per month, a 10% conversion lift translates to $5,000 in additional monthly revenue with zero additional ad spend.

Beyond conversions, A+ Content also:

• Reduces return rates by setting accurate expectations
• Builds brand credibility and trust with first-time buyers
• Creates opportunities for cross-selling across your catalog
• Is now indexed by Amazon for search (confirmed in late 2024)

Best A+ Content Modules to Use

Amazon offers dozens of module layouts. Here are the ones that consistently perform best:

Standard Image and Text Overlay

Full-width lifestyle image with text overlay. Use this as your opening module to set the brand tone and communicate your primary value proposition visually.

Comparison Chart

If you have multiple products or variations, comparison charts keep shoppers on your brand instead of bouncing to a competitor. Show 3 to 5 products side by side with key differentiators.

Standard Three Image and Text

Three columns with images and supporting text. Perfect for calling out top 3 features or benefits with dedicated visuals for each.

Standard Four Image and Text Quadrant

Four smaller image/text blocks. Great for addressing common questions or objections visually: ingredients, sizing, compatibility, use cases.

Brand Story Module

The Brand Story appears ABOVE the A+ Content section and is one of the most visible placements on the page. Use it for founder story, mission statement, and links to your other products. This module gets overlooked constantly and it should not be.

Design Principles That Convert

• Mobile first. Over 70% of Amazon shoppers are on mobile. If your A+ Content has tiny text that requires zooming, you have already lost. Use large, readable fonts in your image overlays.
• Benefits over features. "5000mAh battery" is a feature. "3 full days without charging" is a benefit. Lead with how the product improves the buyer's life.
• Use lifestyle imagery. Show real people using the product in real settings. Stock photos that look like stock photos damage credibility.
• Consistent brand identity. Colors, fonts, and design language should match across every module. You are building a brand, not a Craigslist ad.
• Address objections. What are the top 3 reasons someone would NOT buy your product? Answer those visually in your A+ Content.

"If you are going to do it, you need to actually do it. Investing in good photography, everyone tries to just go the cheap route and it is really not always the best."

Writing Copy That Sells Without Overselling

A+ Content copy should be conversational, benefit-driven, and scannable:

• Use short paragraphs (2 to 3 sentences maximum)
• Lead every section with a bold benefit statement
• Include social proof where possible (awards, certifications, customer count)
• Avoid Amazon-prohibited claims (no "best," no medical claims, no guarantees)
• Include your target keywords naturally. A+ Content is now indexed for search, so keyword placement matters.

A+ Content Mistakes We See Every Week

1. Repeating the bullet points. Your A+ Content should ADD information, not repeat what is already on the page.
2. Using low-resolution images. Amazon supports up to 970px wide for most modules. Use every pixel. Blurry images scream "cheap product."
3. Ignoring the Brand Story module. It appears above A+ Content and links to your other products. Free cross-selling real estate.
4. No alt text on images. Every image should have descriptive alt text. It helps with accessibility and Amazon is using it for search indexing.
5. Skipping A/B testing. Amazon's Manage Your Experiments tool lets you A/B test A+ Content versions. Use it. We have seen 20%+ conversion differences between versions.

Premium A+ Content: Is It Worth It?

Premium A+ Content (formerly A++ or Brand Story 2.0) unlocks larger modules, interactive elements, video, and carousel features. It is available to brands that publish Brand Story on all ASINs and actively manage A/B testing.

Is it worth it? If you are doing over $500K annually on Amazon, absolutely. The larger modules and video integration provide significantly more real estate to tell your brand story and differentiate from competitors. For smaller brands, standard A+ Content executed well will outperform lazy Premium A+ Content every time.

Need help creating A+ Content that actually moves the needle? See how we approach brand building at Marknology, or check out the brands we have helped grow.