Overview

Amazon is urging sellers who are part of Brand Registry to adopt A+ Content more aggressively, as the tool replaces plain‑text descriptions with richer visual layouts. Amazon’s internal data shows that the basic A+ tier can lift sales by as much as 8 %, while the Premium version can generate improvements approaching 20 %, making it a highly efficient lever for boosting conversion rates.

Key Points

• Sales lift potential — Standard A+ modules have been reported to increase purchase rates by up to eight percent, whereas Premium A+ can push that figure toward twenty percent.
• Cost structure — The basic A+ offering is free for all Brand Registry participants, while Premium A+ incurs a fee but promises a higher return on investment.
• Module variety — Sellers can choose from text‑and‑image blocks, comparison charts, brand‑story sections, and, in Premium, video, interactive hotspots, and carousel displays.
• Cross‑sell capability — Dedicated modules let merchants showcase complementary items, encouraging shoppers to add related products to their carts.
• Duplication feature — Once a layout is approved, it can be copied across multiple ASINs and language marketplaces, accelerating rollout for large catalogs.
• Defensive benefit — Clearer product information reduces return rates, protecting margins and supporting healthier performance metrics on the platform.

How A+ Content Works

1. Access the A+ Content Manager — Log into Seller Central, navigate to the A+ Content Manager, and select “Create New Content.” For example, a seller of kitchen knives would open the manager to start a new module for ASIN B07XYZ.
2. Choose a module template — Pick from pre‑designed layouts such as “Standard Image + Text,” “Comparison Chart,” or “Brand Story.” A cosmetics brand might select the “Brand Story” template to highlight its sustainability mission.
3. Upload visual assets — Add high‑resolution lifestyle photos, infographics, or, for Premium users, short video clips. A fitness equipment seller could upload a 15‑second video demonstrating assembly.