Amazon A+ Content: What Works, What Doesn't, and What's Changed

Most Amazon A+ Content is a waste of space. Brands dump their DTC website imagery into the modules, slap on a few lifestyle shots, and wonder why conversion rates barely budge. After building and testing A+ Content across 100+ brands at Skale, we have a clear picture of what actually works — and what changed in the last year.

What Amazon A+ Content Actually Does

A+ Content replaces the text-heavy product description on your listing with rich media modules — images, comparison charts, brand stories, and formatted text. Amazon reports that A+ Content increases sales by 3-10% on average. In our experience, that range is accurate but misleading. Bad A+ Content gets you the 3%. Good A+ Content pushes 8-12%.

The difference is not about pretty pictures. It is about answering purchase objections before the customer scrolls away.

Modules That Convert

• Comparison charts: Far and away the highest-performing module type. When shoppers compare your products against each other (not competitors — Amazon frowns on that), they stay on your listings longer and add more items to cart. We see brands with comparison charts average 15% higher units per order.
• Image-with-text callouts: Specific, benefit-driven callouts layered on product images. Not "premium quality." Think "3.2mm thick stainless steel base — no warping at 500 degrees."
• Technical spec grids: Especially for electronics, supplements, and anything where shoppers research before buying.

Modules That Waste Space

• Giant hero banners with no text: They look beautiful. They communicate nothing. Every pixel should earn its place.
• Brand history paragraphs: Nobody on Amazon cares that you started in a garage in 2012. Save that for your DTC site.
• Stock photography: Shoppers can tell. It erodes trust instantly.

What Changed: Premium A+ Content

Amazon rolled out Premium A+ (formerly A++ Content) more broadly in 2024-2025. The big additions: interactive hover hotspot modules, video in A+ Content, larger image carousels, and Q&A modules. Previously restricted to vendors paying six figures for it, Premium A+ is now available to Brand Registered sellers who meet certain criteria (active Brand Story, published A+ on all ASINs in a catalog).

Is it worth the effort? For brands doing $1M+ on Amazon, absolutely. Our testing shows Premium A+ modules outperform standard A+ by 20-30% on detail page conversion. The video module alone is responsible for most of that lift — it keeps shoppers on the page longer and reduces the need to scroll back up to the image gallery.

Common Mistakes We Fix

When brands come to Skale for listing optimization, A+ Content is usually one of the first things we rebuild. The three issues we see most often:

Mobile-first design is ignored. Over 70% of Amazon shoppers browse on mobile. If your A+ Content has tiny text baked into images, nobody can read it on a phone. We design every module at mobile resolution first, then scale up.

No keyword strategy. A+ Content text is now indexed for search — Amazon confirmed this in late 2024 after years of ambiguity. If you are not weaving relevant keywords into your A+ copy, you are leaving organic ranking on the table.

Set-it-and-forget-it mentality. A+ Content should be tested and updated at least quarterly. We run A/B tests through Amazon's Manage Your Experiments tool and iterate based on actual conversion data, not gut feel.

The Bottom Line on Amazon A+ Content

A+ Content is not optional if you are serious about Amazon. But it is also not a design exercise. It is a conversion tool. Every module should answer a question, overcome an objection, or push the shopper closer to clicking Add to Cart. Treat it that way and the numbers follow.