A+ Content and Brand Stores that earn their place.

What Amazon A+ Content is, and who can use it

A+ Content replaces the plain-text product description on an Amazon detail page with branded modules: image-and-text blocks, comparison charts, banners and technical specification tables, built in Seller Central’s A+ Content Manager. It is available to brands enrolled in Amazon Brand Registry, and basic A+ is free to registered brands. Enrolment itself needs a registered or pending trademark — a word mark, or a design mark that contains words — issued by the intellectual property office of a country where Amazon has a store, with the brand name or logo permanently affixed to the product or its packaging. If you are not yet enrolled, our Brand Registry service handles that first; the A+ work below assumes the brand is registered.

Basic A+, Brand Story and Premium A+

There are three layers. Basic A+ is the standard module set and costs nothing for registered brands. Brand Story is a separate carousel that sits above the A+ section and is applied across all of a brand’s ASINs, carrying the brand’s background, values and a cross-sell to other products. Premium A+ adds larger modules, video, interactive comparison and hover-over hotspots. At the time of writing Premium A+ is not charged for, but sources differ on who qualifies: Amazon’s guidance has described a requirement for a published Brand Story on all of a brand’s ASINs plus a number of approved A+ submissions in the preceding twelve months, while industry reporting from May 2026 says Premium A+ was opened to all registered brands. Because the position changes, we check your account’s A+ Content Manager for the Premium option during the eligibility review rather than assuming either way.

How we write A+ content

A+ is read by a shopper who has already seen the title, bullets and images and still has not bought. So the brief does not start with the brand; it starts with the reasons people hesitate. We pull them from your reviews and returns reasons, the questions on the detail page, competitor reviews and whatever the listing optimisation search-term map turned up. Each hesitation becomes a module with one job: a comparison chart to settle which variant to buy, a specification table to end a sizing worry, a close-up panel to prove a material or a mechanism, a lifestyle panel to show the product in the setting the buyer imagines.

• Headlines are written as answers, not slogans, because the module heading is often all a mobile shopper reads.
• Copy stays inside Amazon’s A+ content guidelines, which at the time of writing exclude pricing, promotional and time-sensitive language, external links and unsubstantiated claims, so submissions are less likely to come back from moderation.
• Every image carries completed alt text, written for screen readers rather than stuffed with keywords.
• Comparison charts are built from your own catalogue so a shopper who rejects one product lands on another of yours.

A+ design: modules, production and mobile

Design follows the plan. We select modules for the job each panel has to do and produce the artwork at Amazon’s current module dimensions, using your photography and brand assets so the A+ section matches the main image set rather than looking like a separate campaign. Every layout is checked on the Amazon app before submission, because most shoppers read it on a phone where text set for a desktop monitor becomes unreadable. Where photography is missing we specify the shots needed rather than fill modules with stock imagery.

Brand Store and storefront design

A Brand Store is the multi-page storefront on Amazon that Brand Registry unlocks, alongside Sponsored Brands and Sponsored Display advertising, Brand Analytics, Project Zero, Transparency and the Report a Violation tool. It is the destination for Sponsored Brands campaigns and the only place on Amazon where your products appear without a competitor beside them. We design the Store as a set of landing pages, not a brochure: a homepage that sorts shoppers by need, a category or collection page per range, product grids that pull live pricing and availability, and a dedicated page per Sponsored Brands campaign so the ad and the landing page say the same thing. It is built in Store Builder from your Seller Central, and Store insights report the visits and sales attributed to each page. Where we run your Sponsored Brands campaigns, the Store and the ads are planned together.

What we need from you

• Confirmation of Brand Registry enrolment, or the trademark details so we can start that process.
• Seller Central user access with A+ Content Manager and Stores permissions on your account.
• Full-resolution product and lifestyle photography, logo files and any brand guidelines.
• The product facts you can substantiate: materials, dimensions, certifications, compatibility.
• Which ASINs are in scope and how they group into families, so comparison charts and the Brand Story cross-sell make sense.

How we measure it

A+ Content changes one thing we can see: the conversion rate of the ASINs that carry it. We record unit session percentage from Business Reports for each ASIN before submission and read it again once the content has been live for a full month, alongside sessions so a change in traffic is not mistaken for a change in persuasion. For the Brand Store, Store insights report visitors, page views and attributed sales by page. We do not quote an industry average uplift; your own before-and-after is the only number that applies to your catalogue.

How it fits with the rest of the account

A+ is usually the last stage of listing work rather than the first. Suppressed listings, broken variations and missing attributes are fixed by catalogue management; titles, bullets and the image set are rebuilt by listing optimisation; then A+ and the Brand Story answer whatever is left. Brands on our monthly Amazon account management retainer get A+ and Store updates as part of the plan when new products launch. For private-label brands building the whole thing from a trademark application upwards, our Amazon private label service covers the sequence.

How pricing works

Book a free consultation and we will look at your detail pages and your Store, if you have one, and say what we would build first. You then receive a written plan with the ASINs, modules and Store pages in scope and a delivery date. Work starts when that scope is agreed. Pricing depends on the number of ASIN families, whether Premium A+ is available to you and how many Store pages are needed, so we quote per project. Contact us to arrange a time.