How to Create A+ Content on Amazon: 5 Ways to Stand Out and Drive Sales

Amazon is an essential piece of the puzzle for anyone looking to sell within the ecomm space. Take a look at how to leverage Amazon’s A+ Content and product photos.

Marissa Noble Hemingway

sr social media manager

June 20, 2024

It seems like Amazon trucks are constantly rolling down the street and delivering branded boxes and envelopes at door-after-door. The critical question is: Is your product available to those customers?

Luckily, Amazon has many tools at your disposal. One of those tools? Amazon A+ Content.

What is Amazon A+ Content?

Amazon A+ Content is essentially enhanced brand content. It allows you to provide amplified content to potential buyers using high-quality photos, enhanced product descriptions, HD videos, comparison charts, and an expanded FAQ to give buyers a more comprehensive understanding of your wares.

Amazon A+ Content incorporates multimedia content, such as HD videos, hi-res photography, and white-label comparison charts of other products to tell your brand and product story in an enhanced way. Sellers can change the product descriptions of their Amazon Standard Identification Number (ASIN) by using rich text, video, and images.

Amazon A+ Content replaces the wall of text commonly found in the product details description with a visual brand and product story in the product listing. Pictures, graphs, and videos complement copy and informational FAQs. Because there are so many formats available, it’s easy to stand out with Amazon A+ Content.

All of this translates to more eyes on your products, more trust in your brand, and an enhanced online shopping experience for your customers. Amazon states that A+ content can help increase the overall sale of a product by up to 20%.

Basic vs. Premium

When it comes to choosing the right Amazon A+ Content service for your brand, you have two options: basic or premium.

1. Basic (A+) content allows you to add visually compelling options in five modules on your product description page of up to 970px in width. Choose from 12 different content types to include. It’s mobile-friendly, so you can fill it with answers to common questions, elaborate on how to use your product, share your brand story, and distinguish your product from competitors.
2. Premium (A++) takes things up a notch with even more interactive options. You can make your product page as visually appealing as possible. On top of the 12 basic content types, premium offers 16 additional modules to choose from and up to seven modules slots to put the content up to 1464px wide. It also provides other selling tools and gives vendors a chance to up the details on their product page.

You can also use Brand Story, which is a way to share your story, values, and mission across all product listings under “From the brand.” Your story can also drive traffic to your brand with links to your Amazon Brand Store and other products.

How to create Amazon’s A+ Content feature (step-by-step)

Creating Amazon A+ Content for your product listing isn’t that hard. Check out these steps:

1. Log into your Vendor Central account.
2. Go to Merchandising and click A+ Details Page.
3. You should see two options here: self-service or Amazon builds. Select the option that works for you, but first, we’ll talk about self-service now and Amazon builds afterward.
4. Choosing self-service takes you to a page where you’ll enter the ASIN you want to create the content for. You’ll see a list of options that will let you build the layouts and modules for your page. Choose the build layout that works for you: there should be 12 to select from (ten standard options and two advanced options). You can use up to five module options per page.
5. Upload your images and your content and click the Preview button to see how your page will look. If you’re happy with what you see, click Add to Cart.
6. The tallied cost will appear and you’ll be prompted to pay.
7. Now enter your project name.
8. Design your layout and upload your content. Click the Preview button and double-check that everything is up to snuff and looking good. 😎
9. When you’re happy with how your listing looks, select Finish. Amazon will review your listing and if it gets approved, it’ll go live within 7 business days. If there’s a problem and it isn’t approved, you’ll receive a rejection notice. This is ok! You’ll need to tweak your listing and resubmit.

Who can use Amazon A+ Content

Amazon A+ Content is only available to brand registered sellers and merchants with a professional selling account. You also need to be a brand representative for a brand enrolled in Amazon Brand Registry (ABR) or sell generic products.

Amazon A+ Content pricing

Basic A+ features are available to every seller, but you still need to pay for the self-service modules—these cost about $400 per listing. You’ll have complete control over your product listing layout, design, and image choices. If you’re on a budget and you have experience with brand-building and marketing products, this could be a good option.

How product photos help your A+ Amazon Content stand out

Visuals sell. While text is sometimes skimmed or blocked altogether, visuals draw the eye in and capture the mind. Find out how merchants benefit from this Amazon tool:

• Represent your product’s value: Professional product photos represent your brand’s value while speaking to the quality of each individual product. Poor-quality product photos convey a lower value, while high-quality images adequately represent your product and its value.
• Tell your brand story: Buyers want to know who they support when buying from a brand. Photos can quickly tell a brand’s story through colors, images, and emotions. A+ Content allows you to tell your story with carefully curated product photos.
• Build trust: Using product photos in your Amazon A+ Content shows buyers the exact product they’ll receive when they click “buy now.” High-quality images will show the buyers precisely what size, colors, and quality they can expect to receive through the mail.
• Encourage sharing: A captivating and unique Amazon A+ Content listing full of exciting product photography will inspire people to share that product with like-minded friends and family.
• Quickly showcase product info: Photos of your product will help potential buyers quickly spot essential differences in your product while also helping them identify what they are looking for without wading through a ton of text.

Amazon A+ Content Module image sizes and layout

• Feature 1 Module - 4 images (line) - 220 X 220 pixels each
• Feature 2 Module - 3 images (line) - 300 X 300 pixels each
• Feature 3 Module - 4 Images (grid) - 135 X 135 pixels each
• Header 4 Module - 1 image (left) - 300 X 300 pixels
• Header 5 Module - 1 image (right) - 300 X 300 pixels
• Header 6 Module - 1 image - 970 X 300 pixels
• Header Image Module - 1 image - 970 X 600 pixels
• Single Image and Sidebar - 2 images - Main (300 x 400 pixels), Sidebar (350 X 175 pixels)
• Four Image Highlights - 4 images - 300 X 300 pixels
• Single Image and Spec Details - 1 image - 300 X 300 pixels
• Single Image and Highlights - 1 image - 300 X 300 pixels
• Image and Light Text Overlay - 1 image - 970 X 300 pixels

Adding video to Amazon A+ Content

Product videos are powerful. Video allows you to show in-depth features and details of your product while grabbing attention and influencing informed purchasing decisions. To top it all off, video is an excellent way to speak directly to your customer and ensure the highlights and selling points are coming across exactly how you want them.

Tips and ideas for your Amazon A+ Content

Amazon has a lot of rules and requirements when it comes to the types of photos and videos that can be used. But those rules shouldn’t stifle your ability to be creative with how you present your products. Starting with listing images.

🔥 tip: only the hero image needs to be on a pure white background. the rest of your listing images can tell the story of your product.

Lean into your Unique Selling Point

Your product’s Unique Selling Point (USP) is one of the key elements that is going to set it apart from the competition. What are my product’s benefits? How is my product better than similar products? What needs is my product fulfilling for the customer? Ask yourself these questions to identify your USP. Make sure that the content you plug into your listing supports this.

Use product reviews

Existing customer reviews of your products are an excellent selling tool to convince new shoppers to make a purchase. Highlight reviews that are in that sweet spot of not being too wordy, but also not so short they could be bot-generated. You want your brand to come off as reliable and trustworthy. It goes without saying, but here's the space to use positive reviews.

Precision is key

Be concise with your content. You don’t want to waste this opportunity to sell your product by including extra fluff that will just bog down your customers until they lose interest. Keeping your content clear and to the point brings in higher conversion rates.

More show, less tell

This step might seem closely related to step 3, but trust us, it’s just as vital. As you’re uploading your images and text, try to imagine how it would feel if you were seeing all of it for the first time. Now imagine you’ve already been shopping for over 30 minutes. Design your layout from this vantage point. Well-placed images should break up the copy and capture the shopper’s attention enough to convince them in a short amount of time that this is the product and brand they’ve been searching for.

Spotlight important features

Having images and videos that put your product’s best features on display is a must-have for your Amazon and e-commerce stores. Since your customers aren’t in-person to test it out or ask you questions about it, you have to rely on your photos and videos to do the selling for you. Spotlight content could show anything from your product in use to ingredients used to what’s inside the box.

Embrace color

A+ content is where you can let your brand’s personality shine. Get creative with your content and use colorful backdrops to help your product detail page stand out and bring your product to life.

Love lifestyle images

Lifestyle images show how your product seamlessly fits into the everyday life of your customer. Let's get personal. Humans prefer to buy from other humans, so having this type of content increases the trust customers have in your brand and your product.