Amazon A+ Content Guide 2026: Basic, Premium, Best Practices

Resolution, microphone, mounting clip: a webcam is quickly described. Whether it suits your own desk is still not explained. With Amazon A+ Content, you show the product in use, explain its functions and make variants easy to compare. In 2026, this content also gives extra context to Amazon’s AI shopping assistant Rufus and to AI-driven product recommendations.

Here you will learn who can use Basic and Premium A+, how to create the content and which mistakes you can avoid.

What is Amazon A+ Content?

For the regular product description of an Amazon listing, sellers have up to 2,000 characters. For many products, that is enough for the key information. Some sellers skip the description completely and use only the bullet points at the top of the product detail page.

A pair of noise-canceling headphones needs more explanation than a simple everyday item. Images and text can show how the product works and what it is good for. That is why A+ Content extends the standard description on the product detail page. For sellers, A+ Content used to be called Enhanced Brand Content (EBC). Today, the area is called A+ Content for both sellers and vendors.

A+ Content combines images with flexibly placed text blocks and comparison modules. Premium A+ adds videos, interactive hotspots, carousels, Q&A modules and enhanced comparison tables. This lets you show functions, compare variants side by side and answer common questions directly.

According to Amazon, Basic A+ Content increases sales by up to 8%, and well-executed Premium A+ content by up to 20%. The figures come from Amazon internal data from 2022 that compares products with and without A+ Content. Amazon stresses that these figures are not a guarantee. They show how clearer product information can affect the purchase decision.

What A+ Content is used for

A+ Content has four main jobs: explain product benefits, make variants easy to tell apart, present the brand consistently and structure information for Rufus.

The extra space helps build customer loyalty: you can explain what the product does for the buyer, who it is for and what the brand stands for.

You build the page from modules. For headphones, a video can show the product in use; for a kitchen organizer, images and text help with dimensions and variants. Choose the modules and their order to fit the product and the images, text and videos you have.

This applies to content from Seller Central and from Vendor Central alike. For search relevance, titles, bullet points and structured product data remain the foundation.

A+ Content types: Basic, Premium, Brand Story

Amazon currently distinguishes three forms of A+ Content:

Basic A+ Content

With Basic A+ Content, you extend the product presentation with image, text and comparison modules. On each page, you choose up to five modules from 14 layouts. Amazon charges no fee for Basic A+ and the Brand Story.

Premium A+ Content

Premium A+ Content offers more space and interactive formats. Each page can hold up to seven modules from 19 layouts. Sellers with Brand Registry currently pay no fee for Premium A+, vendors need a paid annual subscription. Who can use Premium A+ is explained in the section on requirements.

Premium A+ features include:

• larger images: up to 1,464 x 600 pixels instead of 970 x 300 pixels with Basic A+
• several video modules
• interactive hotspots
• clickable carousels for images and/or video
• Q&A modules
• enhanced comparison tables

Brand Story

The Brand Story introduces your brand. This separate A+ format consists of one carousel module and is added on top of Basic or Premium A+. Read more in our article on Amazon Brand Story.

Requirements for Basic and Premium A+

To use A+ Content, you need:

1. A Professional selling account.
2. A suitable role for a brand registered in Amazon Brand Registry (for example, Brand Representative or Reseller).

Once these requirements are met, eligible sellers can use A+ Content at no cost and assign it to the relevant ASINs of their brand. A+ Content is also open to sellers in Amazon Launchpad and Amazon Exclusives. Since January 2024, generic ASINs (without a brand) of Professional sellers only get Basic A+.

Additional eligibility for Premium A+

Premium A+ is not limited to vendors: sellers with a Brand Representative or Reseller role in Amazon Brand Registry can use it too. Amazon currently charges no fee for it. Amazon’s current A+ Content guide for Germany no longer lists any additional eligibility criteria. An older help page still asks for a Brand Story on all of your brand’s ASINs and at least five approved and published A+ submissions in the past 12 months. Since autumn 2026, the A+ Content Manager shows the notice that Premium A+ is now available to all brand owners in Seller Central.

For vendors, Premium A+ is paid: Amazon offers it as an annual subscription per vendor group, not per vendor code. It needs Brand Registry and a negotiated CCOGs agreement with a minimum investment (Vendor Central help page, October 2026). If the subscription ends, existing premium content stays live, but you cannot publish new premium content.

Premium A+ modules in practice

The example below shows what Premium A+ looks like on the product detail page. Use it to check which modules suit your product. For headphones, an embedded video can show the product in action.

Benefits and use cases of A+ Content

Amazon A+ Content offers potential in several areas:

• clearer product communication
• higher conversion and sales
• better differentiation of variants and use cases
• better-informed purchase decisions

Text, graphics, comparison modules and videos help settle the questions shoppers have before they buy. For a kitchen organizer, these are functions, dimensions and variants. If these points stay open, the shopper has to guess.

Highlight the product’s unique selling points with A+ Content

Which feature speaks for your lawn mower, and what does the buyer get out of it? Your unique selling points (USPs) should make that link clear.

Focus the modules on the most important features and explain the benefit of each. That way the key functions do not get lost in a long list of features.

Use A+ Content to help customers make informed purchase decisions

For a kitchen organizer, details on functions, dimensions and variants help shoppers judge whether it fits. The better they can judge this before buying, the less room there is for wrong expectations.

Images and text in A+ Content can make these differences visible.

Reduce the complexity of the product description

A product with many functions does not get easier to understand from a longer list of features. Use images and graphics to show what the functions do, and explain the essentials in short texts.

A video can demonstrate how the product is used. Shoppers cannot try it out on Amazon, but they can see it in use.

Answer customer questions proactively with A+ Content

Read the reviews, questions and comments on the product detail page. What shoppers ask again and again belongs in your A+ Content.

With the extra interactive formats of Premium A+, such as Q&A modules, you can address typical questions and objections directly.

Use comparison tables correctly

Put other products of your brand side by side and show how they differ: use, features or variant. A comparison table should help shoppers choose. Limit it to products of the same brand.

Keep the brand story short and relevant

Tell briefly what your brand stands for. This can build trust without drowning out the product explanation. For a longer brand story, a separate Brand Story structure is the better place.

SEO, indexing and alt text

A+ Content explains the product and can support conversion. For classic search relevance on Amazon, titles, bullet points and product data remain the most important basis.

Alt text in A+ modules is mainly there for accessibility. It can also help in search contexts, but it is no general promise of indexing.

Describe what the image shows, so that screen readers can convey the content. A list of keywords without reference to the image can lead to a rejection.

Think mobile-first

On a smartphone, your A+ Content must be just as clear as on a large screen. So plan mobile-first: short paragraphs, a clear order and the most important arguments at the start.

Always check the desktop and the mobile view. Keep text embedded in images short, so it stays readable on small screens.

Rufus and AI readiness as an added strategic benefit

In 2026, good design and conversion are only part of the job. A+ Content also provides information that can be useful beyond the visit to the page.

When you explain functions, use scenarios and the brand, you create extra context about the product. Rufus can use this structured information in addition to the classic listing content.

Read more in our Amazon Rufus Guide 2026. The Brand Story can add to this context. Explaining the product remains the core.

How to create A+ Content: manually and with AI

Plan A+ Content like a small landing page. Images and text need a shared direction: what should the shopper know about the product after reading?

To get there, collect the questions and objections of your target group. Decide which differences between variants must be visible early, and only then choose the modules.

Setup in Seller Central and Vendor Central

1. Sign in to Seller Central or Vendor Central. Check that your brand is registered in Amazon Brand Registry and your role allows you to edit content.

2. Open the A+ Content Manager. In Seller Central it is under Products › Manage A+ Content, in the classic menu under Advertising › A+ Content Manager. There you see existing projects and start new content for Standard or Premium A+.

3. Create new Standard A+ content or continue working on an existing document.

4. For Premium A+, choose the extended content options and put your modules together.

5. Fill the chosen modules with images, text and optional videos, check the preview and submit the content for approval.

Note: A+ Content itself does not support HTML tags. Write your text without HTML formatting.

You can also prepare A+ Content with AI, for example a first draft for a new product.

Create A+ Content with AI (AMALYTIX)

Your new product still has no A+ draft? In AMALYTIX, you can create one with AI, as Standard A+ or Premium A+. You choose the product, modules and language yourself; your own prompt is optional.

This is how you create the draft and prepare it for Amazon:

1. Select a product from the catalog
2. Choose the content type: Standard A+ or Premium A+
3. Put the modules together from scratch or take them from an existing A+ document
4. Set the language and an optional prompt
5. Start the AI generation
6. Review the content, add images and transfer it to Amazon

The generated content is usually ready after a short time. In the tool, you can review and correct the text, add your own images from the media library and adjust image crops. Then you transfer the content to Amazon.

Technical implementation via the Selling Partner API (optional)

With Amazon’s official Selling Partner API, you can also manage A+ Content technically. The content lives in content documents.

Typical flow:

1. Create a content document
2. Validate the content
3. Assign ASINs
4. Submit for approval

Important status values include:

• DRAFT
• SUBMITTED
• APPROVED
• REJECTED

Be careful with ASIN assignments: when you post ASIN relations via the API, the call replaces the complete ASIN set of the content. You cannot add or change single ASINs on their own this way.

Since September 30, 2026, the API also supports Premium A+ modules and the Brand Story. The contentType is EBC for sellers and EMC for vendors. A content document cannot mix Standard and Premium modules.

You can find more information in the A+ Content API use case guide.

Which A+ content does Amazon not allow?

Amazon’s guidelines name content that often leads to a rejection. This includes, among other things:

• price, discount, promotion or shipping information
• QR codes
• external links or redirects
• company contact details
• superlatives such as “best seller” or “top-rated” without valid context
• environmental or health claims without reliable backing
• guarantee or warranty information in text fields
• low-quality, too small or animated images
• blurry images, watermarks or hard-to-read tiny text in images
• wrong image specifications (allowed are .jpg, .png, .bmp in the RGB color space)
• missing rights to images, videos or other assets
• references to competitors or comparisons with them

For awards, certifications and recommendations, name the source, organization and year. Outdated or unproven claims increase the risk of rejection.

If content is rejected, Amazon usually gives the reason. Fix the points in question and submit the content again.

A+ Content best practices

Start with a clear value proposition: what is the product for, and who does it help? A hero opening that shows the product in use gives a first answer. The technical details come after that.

Turn features into benefits, meaning properties into everyday value. For a webcam, this means: name the resolution, microphone and mounting clip, and explain what they mean for video calls at your desk.

Also show who uses the product in which situation. The example below illustrates such use cases. It makes it easier for shoppers to see whether the product fits their everyday life, and to decide faster.

Order the modules so that each section answers the next question: What is the product? Who is it for? What are its benefits? Then come the functions in detail, use cases and the comparison with other variants. Together, the modules should form one explanation.

If imagery and design stay consistent, the product line also looks like it belongs together. Use high-quality images, clearly structured content and amounts of text that stay readable on a smartphone. This builds trust; a clear comparison table also makes choosing easier.

Check your page against five questions:

• Do the technical details turn into a visible benefit?
• Does the content explain the product beyond a data sheet?
• Can shoppers see the product in use?
• Do the modules build on each other?
• Does the design fit your brand?

This gives readers concrete answers: who the product is for, which problem it solves and how it is used.

Common A+ Content mistakes

The webcam shows a common problem: resolution, mounting and compatibility come first, before the benefit is clear. The shopper gets technical details, but no reason yet to take a closer look at the product.

These details matter. On their own, though, they do not answer the key questions: Who is the webcam for? Which problem does it solve in everyday life? Why should the shopper choose exactly this product?

Plain product shots often leave open how the product is used in everyday life and who it is for. Hard-to-read text, images that are too dark or an unclear order make orientation even harder.

Many weak A+ pages have the same three core problems:

• Features are listed, but their benefit stays unclear.
• The modules do not tell a connected story.
• The opening neither sparks interest nor explains the benefit.

As a result, the product detail page lacks usable information about the target group, the use and the problem the product solves.

Measure success with Manage Your Experiments

You can add A+ Content to qualified product listings. Start where extra explanation pays off most:

• products with features that need explaining
• top sellers with stable traffic
• products that need a lot of advice
• listings with clear differences between variants

How do I know if my A+ Content works?

Track conversion rate, sales and units sold over time. To check which content works better, test it in a targeted way with Manage Your Experiments.

The Amazon feature “Manage Your Experiments”

“Manage Your Experiments” is not limited to A+ Content. You can test, among other things:

• title
• images
• bullet points
• product description
• A+ Content
• Brand Story (if published)

This way, you decide based on test results which content appeals more to your target group.

How does “Manage Your Experiments” work?

Visitors to a listing are split into test groups that see different versions. The metrics Amazon looks at include:

• sales
• units sold
• conversion rate
• units sold per unique visitor
• sample size
• projected one-year impact

Requirements and conditions:

• The ASIN must belong to your own brand.
• The ASIN needs enough traffic in recent weeks.
• For A+ or Brand Story experiments, the content must already be published.

How long does an experiment take?

If you choose the duration yourself, Amazon typically recommends 8 to 10 weeks. With the option “to significance”, results can sometimes be available after about 4 weeks.

Set up the experiment carefully and give it the time it needs. Ending it too early does not help your decision.

FAQ about Amazon A+ Content

What is the difference between Basic and Premium A+?

Basic A+ offers modular image and text blocks. Premium A+ adds larger images, videos, hotspots, carousels, Q&A modules and enhanced comparison tables.

What are the requirements for A+ Content?

You need a Professional selling account and a suitable role for a brand registered in Amazon Brand Registry, for example Brand Representative or Reseller.

When does a brand qualify for Premium A+?

Sellers with a Brand Representative or Reseller role in Amazon Brand Registry can use Premium A+. Amazon’s current A+ Content guide for Germany no longer lists any additional eligibility criteria. An older help page still asks for a Brand Story on all of the brand’s ASINs and at least five approved A+ submissions in the past 12 months. The A+ Content Manager shows whether Premium A+ is enabled for your brand.

Does Premium A+ cost anything?

For sellers, Amazon currently charges no fee for Premium A+, and none for Basic A+ and the Brand Story either. For vendors, Premium A+ is paid: an annual subscription per vendor group with a negotiated CCOGs agreement.

What is Enhanced Brand Content (EBC)?

Enhanced Brand Content (EBC) was the former name of A+ Content for sellers. Today, the area is called A+ Content for both sellers and vendors. The name lives on in the Selling Partner API: seller content there has the contentType EBC.

What can I test with Manage Your Experiments?

You can test, among other things, the title, images, bullet points, product description, A+ Content and Brand Story (if published).

How can I create Amazon A+ Content efficiently for many ASINs?

Use a repeatable process. In AMALYTIX, you can create first drafts with AI and reuse existing A+ structures. This saves you from rebuilding every module. You adapt the content for each ASIN, review it and then transfer it to Amazon.

What is allowed in comparison tables?

Show other products of your own brand and how they differ. The table should stay within the same brand and must not contain comparisons with competitors.

What role does A+ Content play for Rufus?

A+ Content provides structured information about the product. Rufus can use it as extra context for product recommendations and answers.