Overview

Amazon's A+ Content Manager gives brand-registered sellers the ability to replace standard text descriptions with visually rich, module-based layouts featuring enhanced images, comparison charts, and video. With the recent addition of generative AI tools built directly into the content editor, creating polished A+ Content has become faster and more accessible — making now a good time for sellers who haven't yet adopted it to start.

What A+ Content Does for Sellers

A+ Content replaces your product's default description field with a curated set of rich media modules. These can include high-resolution lifestyle and product images, formatted text blocks, feature highlight lists, comparison charts, and — for Premium-eligible sellers — embedded video.

The business case is straightforward. Enhanced detail pages give shoppers more complete product information before purchase, which can lift conversion rates and reduce returns driven by mismatched expectations. The structured content also gives Amazon's search algorithm additional signals to index, potentially improving discoverability. For sellers competing in crowded categories, A+ Content provides a way to differentiate beyond bullet points and price.

One critical detail to keep in mind: activating A+ Content completely replaces your existing product description. Any important information in that original text block needs to be incorporated into your new modules, or it will disappear from your listing entirely.

Three Tiers of A+ Content

Amazon offers three distinct A+ Content types, each with different capabilities.

• Basic A+ — Available to all brand-registered sellers. Includes modules for enhanced images, formatted text layouts, comparison charts, and feature lists. This is where most sellers should start and already represents a major upgrade over plain-text descriptions.

• Brand Story — Adds a "From the Brand" carousel section on your detail page with product links and brand navigation. This is especially useful for sellers with multiple related ASINs who want to encourage cross-selling directly from individual listings.

• Premium A+ — Unlocks advanced modules including larger image placements, interactive hover hotspots, and navigation carousels. Eligibility requires publishing a Brand Story across all branded ASINs in your catalog and having at least five approved A+ Content projects published within the past twelve months.