Amazon A+ Content: Modules, Specs, Approval and Testing.

Amazon A+ Content is the section of image and text modules that sits below the bullet points on an Amazon detail page. Brand owners enrolled in Brand Registry can build it for free in the A+ Content Manager, choosing from a fixed set of modules, and every version goes through Amazon's review before it goes live. Done well, it answers the questions the bullets cannot and moves shoppers from interested to buying.

This piece covers Basic versus Premium A+, the modules worth using, comparison charts across your catalog, image specs, the approval rules that trip brands up, testing with Manage Your Experiments, and how to measure whether any of it changed conversion. We build and test A+ on our own Amazon Professional Seller accounts, so the menu paths below are the ones we click every week.

What A+ Content is and who can use it.

A+ Content, formerly called Enhanced Brand Content for sellers, is structured rich content. You do not upload a free-form page. You pick modules such as a header image with text, a four-image grid or a comparison chart, fill in the images and copy each module allows, and assign the finished content to one or more ASINs.

To access it you need to be the brand owner or an authorized user on a brand enrolled in Amazon Brand Registry. Vendors selling through Vendor Central have their own route to A+. If the A+ Content Manager does not appear under the Advertising menu in Seller Central, the usual cause is that the account is not linked to the brand in Brand Registry or the user lacks the permission. Getting the Brand Registry setup right comes first.

Basic A+ versus Premium A+.

Basic A+ is what every eligible brand gets. It allows up to five modules per piece of content, built from a standard library of image and text layouts, including a comparison chart. It is enough for most products.

Premium A+ adds larger full-width images, more modules per page, video modules, image carousels, interactive hotspot images and question and answer modules. Amazon has changed the eligibility requirements for Premium A+ more than once. At various times it has required a published Brand Story across the brand's ASINs and a history of approved A+ submissions, and at other times Amazon has opened it more widely. We do not plan around a rule that may have changed. The reliable check is to open the A+ Content Manager and see whether Premium A+ appears as an option and what requirements the page lists for your account.

Separate from both is the Brand Story, a horizontal carousel module that appears on the detail page and can be applied across many ASINs at once. It is a good place for the brand narrative and cross-links to other products, which keeps the product-specific A+ below it focused on the product.

The modules worth using.

There are more module types than any page needs. On our own listings, a strong Basic A+ page usually follows a pattern: one header image that states the core benefit, one or two modules that show the product in use or explain how it works, one module that handles the most common objection, and a comparison chart at the bottom.

• Image header with text: a wide banner at the top, best used for one clear benefit, not the logo alone.
• Four image and text, or three image and text: good for features, each image paired with a short caption.
• Single image and sidebar, or single left or right image: good for a how-it-works explanation with more copy.
• Technical specifications: dimensions, materials and compatibility in a clean table, which cuts pre-purchase questions.
• Comparison chart: up to six products side by side, covered in the next section.
• Company logo: optional, and usually the least valuable use of a module slot.

Write the copy for a phone screen. A large share of Amazon shopping happens in the app and mobile browser, where A+ images shrink and any text baked into an image becomes hard to read. Keep text in the image to a few words at a large size, and put the detail in the module's text fields, which Amazon renders as real text.

Comparison charts across your ASINs.

The comparison chart is the module we would keep if we could only keep one. It shows up to six of your products side by side with an image, title and a set of attributes you define, and each product in the chart links to its own detail page. A shopper who is not sold on the product in front of them can move to a sibling product in your catalog instead of hitting the back button and landing on a competitor.

Three rules make charts work. Choose attributes that actually separate the products, such as capacity, size, material or use case, not attributes where every column says yes. Put the current product first, highlighted, so the shopper knows where they are. And maintain it: when an ASIN goes out of stock or is discontinued, the chart keeps pointing to it until someone updates the content.

Image specs and build steps.

Every module in the builder states its own required dimensions, and Amazon rejects images below the minimum. As a working rule, Basic A+ full-width modules are built around a 970 pixel wide canvas, and Premium A+ full-width modules are wider, commonly 1464 pixels. Smaller modules have their own sizes listed in the builder. Export JPG or PNG in RGB, keep files under the size limit the builder shows, and fill in the image keyword or alt text field for each image, which helps accessibility and gives Amazon more context about the page.

What usually goes wrong at approval.

Amazon reviews every A+ submission against its content guidelines, and the rejections are predictable. These are the ones we see most.

• Pricing and promotions: any mention of price, discounts, sale, free shipping or value claims tied to price.
• Guarantees and warranty claims: words like guaranteed or money-back language, unless handled the way Amazon's guidelines allow.
• Competitor references: naming another brand, or comparing your product against a competitor's product. The comparison chart is for your own ASINs only.
• Time-sensitive or ranking claims: new, best-selling, top rated, number one, or anything that will stop being true.
• Unsupported claims: health, medical, environmental or certification claims you cannot document, which are also a compliance risk.
• Unreadable images: small text inside images, low resolution, or watermarks, plus contact information, URLs or references to off-Amazon sites.

Customer reviews and quotes from reviewers are also off limits in A+. When a submission is rejected, fix the named problem and resubmit rather than rebuilding the whole page, so you keep the version history clean.

Testing with Manage Your Experiments and measuring conversion.

Manage Your Experiments is Amazon's built-in A/B testing tool for brand owners, found under Brands, Manage Experiments in Seller Central. It can test A+ Content, main images, titles, bullet points and descriptions on ASINs that get enough traffic to qualify. Amazon splits shoppers between the two versions, runs the test for a duration you choose within its allowed range, and reports which version performed better along with a confidence figure and projected impact.

Test one idea at a time: a comparison chart versus no chart, a benefit-led header versus a lifestyle header, specs near the top versus near the bottom. Let the test run its full duration, even if one side looks ahead early. When an ASIN does not qualify for experiments because traffic is too low, you are back to before and after comparisons, which are much weaker because price, ads and seasonality all move at the same time.

To read results outside experiments, use Reports, Business Reports, Detail Page Sales and Traffic by Child Item and track Unit Session Percentage, which is Amazon's conversion rate. Compare equal periods, note any price or ad changes in the same window, and look at Sponsored Products conversion rate in the ads console as a second signal, since ad traffic lands on the same page.

Where the tool stops and the work begins.

The A+ Content Manager is a form builder. The work is everything around it: deciding what a shopper needs to see before buying, writing copy that passes review on the first submission, producing images that read on a phone, keeping comparison charts current as the catalog changes, and running experiments in a sequence so each test builds on the last. A+ also has to agree with the title, bullets and main image, because shoppers read the page as one argument.

That is the listing work we do on our own accounts and for brands through our Amazon listing optimization service.