What Good Amazon A+ Content Actually Contains
A brand sends us their listing and the A+ content is five banners of lifestyle photography with almost no words on them. It looks nice scrolling past it. It does nothing for the person who just clicked an ad and needs a reason to buy in the next ten seconds. A+ content has one job: answer the questions a shopper still has after the main image and bullets, before they bounce to a competitor or scroll down to reviews. Here's what that requires.
It follows an order a shopper actually reads
Most A+ pages we inherit are built the way the designer felt like laying them out, not the order a shopper reads in. Start with the thing that gets someone to keep scrolling: a clear statement of what the product does and who it's for, paired with an image that shows it in use. Then move to the two or three benefits that drive the purchase, each with proof, not just an adjective. Save specs, sizing, and ingredients for after you've made the case, because a shopper who doesn't care yet won't read a chart. Comparison modules, if you sell more than one version of the product, go near the end, once someone is deciding which one instead of whether.
It answers the doubt behind the feature
"Waterproof to 10 meters" is a feature. "Still recording after we dropped it in the surf" is the reason someone believes the feature matters. The modules that convert take the same information a bullet already lists and answer the doubt behind it: does this actually work the way you say, does it fit my situation, what happens if it doesn't work out. A+ content that only repeats the bullets in bigger fonts adds nothing, and shoppers scroll past it just as fast.
Recycled gallery photos waste the space
Pulling images straight from your main image gallery into A+ modules is the single most common shortcut we see, and it wastes the space. A+ content exists to show what the gallery can't: the product being used outdoors instead of on white, a close-up of a detail that matters, a size comparison next to something familiar. If a shopper has already scrolled past a photo once, showing it to them again in the A+ section teaches them to keep scrolling faster.
It has to survive a phone
Most Amazon shopping happens on the app, on a small screen, and a lot of A+ content is still designed like a desktop brochure. Text baked into a wide image reads fine on a laptop and turns into a blur at phone width. Use Amazon's actual text modules for anything a shopper needs to read, and save images for what they're good at: showing, not explaining. Keep sections short. A shopper skimming on a phone in a parking lot isn't going to read a paragraph to find out if the product comes in their size.
It follows Amazon's actual rules, quietly
A+ content gets rejected for reasons that have nothing to do with quality: too many logos crammed into one module, a call to action pointing at Instagram or your own website instead of Amazon, claims about health or performance the listing can't back up, or comparison charts that name a competitor's brand. None of this is a judgment call once you know the guidelines. We build a short checklist against Amazon's content policy before anything goes up for review, because a rejected module sits in limbo for days and the old, weaker version stays live the whole time.
Brand Registry unlocks it, and that's the real first step
A+ content is included once your brand is enrolled in Amazon Brand Registry, which requires an active trademark. Basic A+ is available to any enrolled brand at no extra cost. Premium A+ layouts, the ones with video, interactive comparison charts, and more modules per page, open up to accounts with an established content history, and Amazon reserves them for brands that have shown they can use the basic version well first. If you're not enrolled yet, that enrollment is the first step, before anyone touches a template.
Why this comes before ad spend
We check A+ content on almost every account we take over, and usually before we touch a bid, for the same reason we check the main image and title first: a shopper who clicks your ad has already decided to consider you. What happens on the page after that click decides whether the click was worth paying for. Amazon's own benchmarks put basic A+ content at up to an 8% sales lift and a well-built premium layout at up to 20%, and those numbers hold up because the mechanism is simple: a page that answers more questions closes more of the traffic it already gets. That traffic includes the clicks you're paying for, so a stronger page also lowers your ACoS on the same ad budget.
If your A+ content is five pretty banners and nothing else, that's an easy fix, and usually a fast one. Tell us about your Amazon account and we'll tell you exactly what we'd rebuild first.