Short answer: A+ Content is a free feature for every seller enrolled in Amazon Brand Registry. It adds rich image and text modules to the product detail page. Premium A+ goes further with video, full-width imagery and interactive comparison tables, but it only opens up to sellers who have had at least 15 A+ content submissions approved in the last 12 months. Both lift conversion; in crowded categories, Premium A+ can add up to 20% in sellability.
| Feature | A+ Content | Premium A+ Content |
|---|---|---|
| Cost | Free (with Brand Registry) | Free, but subject to eligibility |
| Video | None | Yes (720p, up to about 3 minutes) |
| Imagery | Standard modules | Full-width plus scrollable |
| Interaction | Comparison table | Interactive table, clickable Q&A, hotspots |
| Eligibility | Brand Registry is enough | 15+ approved A+ submissions in the last 12 months |
Improving a product listing on Amazon is no longer a matter of text and a few photographs. Competition across global marketplaces has pushed sellers to treat the detail page as a designed surface rather than a form to fill in. This article looks at how A+ Content and Premium A+ Content work, what each one actually gives you, and where the differences matter in practice.
Listings built around short blocks of description tend to underperform. They rarely hold attention long enough to answer a shopper's real questions, and they give the buyer little reason to choose one brand over the near-identical alternative on the next row of results. Premium A+ Content exists precisely to close that gap.
Amazon offers brands two ways to design that space: A+ Content and Premium A+ Content.
Amazon A+ Content is available free of charge to every seller enrolled in Amazon Brand Registry. In short, it lets a brand tell its own story and present product features in ways plain text cannot: better imagery, structured text placements and a consistent visual identity across the catalogue. The point is to help a prospective buyer understand what the product does and to make the shopping experience feel considered rather than transactional. Used well, each of these factors feeds the same outcome: higher conversion rates, more traffic and more sales.
A+ Content brings the visual side of a product and its use cases forward. Shoppers can see details, applications and the differences between your product and the alternatives without hunting for them. A product that is explained properly shortens the decision, and a buyer who knew what they were ordering is far less likely to send it back, which pulls the return rate down. Clearer, better organised descriptions also mean customers find the specific information they came for instead of giving up and leaving.
Notable A+ Content features:
Premium A+ Content is built to hold a shopper's attention and to let sellers present products the way they want them seen. It is the broader version of A+ Content, adding full-width imagery, interactive comparison tables and scrollable placements. That gives sellers room to put a product's most important features and benefits in front of the customer in the most prominent way available on the page.
Some notable Premium A+ Content features:
The two features aim at broadly the same goal, but the differences between them are significant. The main ones are set out below.
Until July 2019, A+ content was available only to vendors, and sellers using EBC (Amazon Enhanced Brand Content) could add no more than a few images and some supplementary information to their descriptions. Today every seller enrolled in Brand Registry on Amazon can create A+ Content.
At present, Amazon A+ Content is offered free of charge to all sellers with Brand Registry. Premium A+ Content is likewise free, but only certain sellers are able to use it.
Premium A+ Content adds a long list of extras: integrated video in high quality (720p) and up to three minutes long, seven modules of attractive product imagery including HD visuals, and an enriched FAQ list that clears up confusion and builds trust through an engaging layout. It also allows interactive experiences such as hotspot modules that respond when a customer hovers over a product feature or a rotating module, which makes the page easier to navigate.
With Premium A+ Content, Amazon has given sellers a genuinely capable tool for raising the standard of the online shopping experience. If you want help optimising your Amazon listings with Premium A+ Content, strengthening brand recognition and winning customers, get in touch with us.
A+ content is one part of holistic listing optimisation and one of the strongest levers available for improving conversion rate. For where Amazon sits within Europe, see our European marketplace map and German marketplaces articles; for end-to-end content production, see our listing and content service and our Amazon services page.
MegaMerchant is the seller of record abroad: accounts, compliance, logistics and returns run on our side.
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