A+ Content (and Premium A+)

A+ Content is the image-rich module content that brand owners enrolled in Amazon Brand Registry add to an ASIN’s detail page through the A+ Content Manager in Vendor Central, offered as Basic A+ and an expanded Premium A+ tier.

What it is

A+ Content fills the product description area and the “From the Brand” section of a detail page with modules built from images, text, and comparison layouts. You build the content from modules, submit it for Amazon’s approval, and then apply it to your ASINs. Basic A+ is free for vendors enrolled in Brand Registry.

The two tiers differ in how much space you get and which module types you can use:

• Basic A+: 12 content module types across 5 slots, with images up to 970px wide.
• Premium A+: 16 module types across up to 7 slots, with images up to 1464px wide. The extra types are full-width video, video with text, carousels, images with hotspots, images with background text, and interactive comparison charts.

Where it lives in Vendor Central

Go to Merchandising > A+ Content Manager. Access depends on Brand Registry, so your account has to be enrolled as the brand owner, and enrollment requires an active registered trademark in the country where you enroll.

If you came from Seller Central, you’ll know the same tool under Advertising > A+ Content Manager.

You won’t find a setting that turns on Premium A+. Since October 2023 a brand becomes eligible once two conditions hold: a Brand Story module is published on all of its brand-owned listings, and it has five approved A+ Content modules over the past year.

Why it matters to a vendor

A+ is the part of the detail page where you control the layout, which is why Amazon ties it to conversion. eComEngine reports Amazon’s own figures as a 3 to 10% conversion lift for Basic A+ and around 15% for Premium A+. Those numbers are Amazon’s claims across all brands, so measure your own ASINs before and after you publish rather than planning around them.

Because Premium eligibility is checked against what you’ve already published, you can’t buy your way into it. If Premium is the goal, publish a Brand Story across every brand-owned listing first and keep getting Basic A+ modules approved until you’ve reached five in the past year.

Related terms

• Brand Analytics: another Vendor Central tool gated on Brand Registry enrollment as the brand owner.
• How to audit catalog and content changes on Vendor Central: the monthly routine, including which detail pages to open for image and A+ checks.
• Glossary index: the rest of the Vendor Central terms and InsightLeap metrics.