A Brand-Registry-gated feature that replaces the plain-text product description with a richer, image-and-layout module area on the listing.
Use A+ Content to extend the pain-point/benefit storytelling started in the bullet points (see Benefit-Over-Feature Bullet Point Litmus Test) and images (see Product Photo Pain-Point/Solution Strategy). Balance image modules with sufficient text — Amazon's search index does not read text embedded in images, so an all-image A+ layout contributes nothing to keyword ranking.
Amazon's and Google's search algorithms can't index images. The video argues against over-loading A+ Content modules with photos for this reason, and for keeping enough surrounding text in A+ Content so the module still contributes to keyword indexing rather than being purely visual.
Essential Candy (Helium 10 Scale Stories) — auditors flagged the listing as missing A+ content entirely, calling this especially damaging on mobile where standard title/bullets/images take up more scroll distance. The fix plan: build keyword-rich, benefit-focused A+ modules positioned to 'close the deal' after the image and bullet-point stages have already earned the click and stated the benefits. See Amazon Search Query Performance (SQP) Report and Rufus (Amazon's AI Shopping Assistant) for how the same case study fed keyword and image priorities into these modules.
Premium A+ Content (an upgraded A+ tier) is gated behind specific prerequisites, including publishing a Brand Story (A+ Content Module & Premium A+ Gate) and duplicating A+ content consistently across a brand's ASINs. Sellers who never got around to basic A+ modules like Brand Story can be blocked from Premium A+ entirely regardless of catalog size or sales history.
Case: InMotion Hemp's audit found no Brand Story live anywhere in the catalog, which alone was blocking Premium A+ eligibility.
Premium A+ Content is normally gated behind brand size/sales thresholds, but sellers have observed a manual-triggering path: duplicate existing Basic A+ Content across five ASINs in the brand and wait roughly 1-2 weeks. This causes A+ Content Manager to unlock Premium A+ modules (larger, more interactive layouts, hotspots, mobile-optimized blocks, more alt-text/keyword slots) for the account.
Once unlocked, use the added modules for richer imagery and additional keyword-rich alt text rather than just re-styling the same Basic content.
Buyer-behavior premise driving the redesign: shoppers click into reviews first, then scroll back up to view A+ content — meaning A+ competes for attention right after the review read, not before it. The rebuilt module explained the product's unique mechanism (a skin-layer-penetration graphic for a topical hemp cream), called out concrete pain points (non-greasy, mess-free, easy to apply), and added a secondary image with drug facts/directions. Result: conversion rose 13% → 15% and units sold rose 497 → 548 in a month, projected at $15,000-$20,000 in added revenue over 12 months.
Behavioral claim: shoppers typically read reviews before scrolling into A+ content, which reframes A+ content's job as reinforcing/answering what the shopper already read rather than serving as a cold first impression. Separately, a conversion bump from 13% to 15% on a test redesign was reframed as a ~10% relative unit increase worth $15-20K/year — used rhetorically to justify further content investment even though the absolute percentage-point gain was small.
A+ content sits below the fold, which changes what job it needs to do: above-the-fold elements (main image, title, price) drive click-through and the initial add-to-cart decision, while A+ content specifically influences conversion for shoppers who scroll further to validate the purchase. See Scan-Then-Read Listing Design Model.
A+ content should use brand-new images that don't appear anywhere in the main image stack above the fold. Below-the-fold shoppers have already seen the primary image carousel, so reusing those images provides no new information and wastes the last conversion opportunity on the page.
A practical source for new A+ content angles is a synopsis of product reviews — look for information gaps: questions or objections customers raise that the current listing doesn't address, and build A+ modules to close them. This mirrors AI Shopping-Assistant Q&A Extraction → Objection-to-Content Workflow, applied specifically to A+ image/content planning rather than general listing copy.
Framed (per 6 Steps to a Perfectly Optimized Amazon Listing) as the last conversion opportunity on the listing page — the point where a shopper who scrolled past the above-the-fold images/title/bullets (see Above the Fold / Below the Fold) is given one more chance to convert before leaving. This framing is the rationale behind A+ Content New-Image Rule (don't waste that opportunity repeating images already seen) and Review-Synopsis Gap Analysis for A+ Content (source module topics from gaps in what reviews say customers care about).
A+ Content is only unlocked once Amazon Brand Registry is approved. Once available, it replaces the plain-text product description further down the listing page with enhanced media — but should be built using the same target keywords as the standard description it replaces, so keyword coverage stays consistent regardless of which one Amazon happens to display, and so the two remain interchangeable if A+ Content is ever removed or edited.