Overview

Amazon is urging brand‑registered sellers to adopt A+ Content, an enhanced listing option that swaps plain text for rich media and interactive modules. Internal data shows that standard A+ listings generate an average sales lift of about 8 percent, while Premium A+ can push growth to as much as 20 percent. The tool is positioned as a relatively low‑effort way to boost conversion rates and curb returns, making it a priority for sellers seeking measurable performance gains.

Key Points

• Average lift for standard A+ — Sellers who add regular A+ modules see roughly an 8 percent increase in sales compared with identical listings that lack enhanced content.
• Premium A+ upside — When the Premium tier is employed, Amazon reports sales improvements of up to 20 percent, driven by larger images, video, and interactive features.
• Eligibility expansion — Premium A+ was once limited to a handful of vendors; it is now being rolled out to any brand‑registered seller who has published a Brand Story across all of their ASINs.
• Built‑in creation tools — The A+ Content Manager offers pre‑designed module layouts, automatic duplication across product variations, and multilingual translation support, eliminating the need for external designers.
• Return‑rate reduction — Listings that clearly explain size, material, compatibility, or usage through visuals see fewer surprise returns and lower negative‑review volumes.
• Data‑driven recommendations — Amazon’s interface suggests module types and image dimensions based on the seller’s category, helping to streamline the creative process.

How A+ Content Works

1. Eligibility verification — Only sellers enrolled in Amazon Brand Registry and holding a registered trademark can access the A+ suite. For example, a cosmetics brand that has secured its trademark can log into Seller Central and see the “A+ Content Manager” tab, whereas an unregistered reseller will not.
2. Module selection and assembly — Within the manager, sellers pick from a library of pre‑formatted blocks such as Brand Story, Feature Comparison, Image Hotspot, Video, and Cross‑Sell Carousel. A kitchen appliance seller might choose a “Feature Hotspot” to highlight the oven’s convection fan, then add a short product video demonstrating the self‑cleaning cycle.