Amazon Premium A+ Content: Eligibility & Key Features
Imagine you are shopping on Amazon for a new blender.
You find two similar product listings. One has a simple product description with a few standard images, while the other features high-quality visuals, comparison charts, interactive elements, and an engaging video demonstrating how the blender works.
Which listing would grab your attention and make you feel more confident about buying?
Most shoppers would naturally be drawn to the second option.
That is where Amazon Premium A+ Content comes into play. It takes the standard product detail page experience further by giving brands more creative tools to present their products and communicate their value.
Rather than relying primarily on text, Premium A+ Content allows brands to use rich visuals, videos, interactive modules, and expanded layouts to create a more engaging shopping experience.
In this guide, we will explore Amazon Premium A+ Content, its key features, eligibility requirements, advantages and limitations, and how it differs from standard A+ Content.
What Is Amazon Premium A+ Content?
Amazon Premium A+ Content, commonly referred to as Amazon A++ Content, is an advanced version of Amazon’s standard A+ Content. It provides brands with additional modules and design options to create more immersive product detail pages.
With Premium A+, eligible brands can showcase important product features, explain benefits, communicate their brand story, and visually demonstrate how their products work.
The advanced format makes greater use of images, videos, interactive components, and expanded layouts. This gives brands more opportunities to communicate information visually rather than depending heavily on long blocks of text.
Amazon introduced Premium A+ Content to Seller Central in 2022 as part of a promotional offering. Before becoming available to eligible sellers, the premium experience was primarily associated with Vendor Central and could involve significant costs.
One of the biggest advantages of Premium A+ Content is the amount of space it gives brands to present their products. Wider layouts and larger visual elements can make product pages feel more polished while helping shoppers understand the product more easily.
Amazon has also stated that A+ Content can contribute to sales improvements when implemented effectively, although results vary depending on factors such as the product, audience, traffic, pricing, and overall listing quality.
Key Features of Amazon Premium A+ Content
Premium A+ Content provides several advanced features that can help brands create more informative and visually engaging product pages.
Video
Video is one of the most powerful elements available through Premium A+ Content.
Brands can use video to demonstrate products in use, explain important features, highlight benefits, or communicate their brand message. Seeing a product in action can help shoppers better understand its functionality and potentially reduce uncertainty before purchasing.
Full-Width Imagery
Premium A+ Content allows brands to make greater use of the available page width with large, high-quality visuals.
Instead of restricting important product information to smaller standard modules, brands can use larger images to create a stronger visual impact and highlight important product details.
This can be particularly useful for products where appearance, design, craftsmanship, or functionality plays an important role in the buying decision.
Interactive Hover Hotspots
Interactive hotspot modules allow brands to add clickable or interactive areas to product imagery.
These hotspots can provide additional information when shoppers interact with specific parts of an image. For example, a furniture brand could highlight different features of a sofa, while an electronics brand could point out ports, controls, or other components.
This allows brands to communicate multiple product benefits without overcrowding the main image.
Enhanced Comparison Charts
Comparison charts help shoppers evaluate different products from the same brand.
Premium A+ Content provides enhanced options for presenting product specifications, features, and benefits in a structured visual format. This can make it easier for customers to compare models and determine which product is most suitable for their needs.
Carousel Modules
Carousel modules allow brands to display multiple visual elements within a single section.
Depending on the available module, brands can use carousels to showcase images, videos, product variations, or other information. This provides an efficient way to communicate more details without making the product page feel unnecessarily long or cluttered.
Premium Q&A Module
Premium A+ Content also includes an enhanced Q&A experience.
Brands can use this section to address common customer questions and provide useful information about their products. Answering potential concerns directly can help shoppers make more informed purchasing decisions.
Mobile-Friendly Experience
Since a significant portion of Amazon shopping takes place on mobile devices, content needs to work effectively across different screen sizes.
Premium A+ Content is designed to provide a more engaging experience across devices while allowing brands to communicate product information through visual elements rather than relying exclusively on lengthy text.
Eligibility for Amazon Premium A+ Content
Premium A+ Content is not automatically available to every Amazon seller. Eligibility requirements can vary depending on the marketplace and Amazon’s current policies.
One important requirement is having a published A+ Brand Story for the ASINs in the brand’s catalog that are eligible for the program.
Brands can check their A+ Content Manager to determine whether their Brand Story has been created and published. On eligible product detail pages, the Brand Story can generally be found within the brand-related section.
Another requirement may involve the number of A+ Content projects that have been submitted and approved during a specific period. Amazon has used a threshold of at least 15 approved A+ Content submissions within the previous 12 months for eligibility in certain marketplaces.
However, requirements can change, and eligibility may differ between countries. Meeting the requirements in one Amazon marketplace does not necessarily mean that Premium A+ Content will be available for the same brand in another marketplace.
Pros and Cons of Amazon Premium A+ Content
Before investing time and resources into Premium A+ Content, brands should understand both its benefits and limitations.
Pros of Amazon Premium A+ Content
More Engaging Product Pages
Premium A+ Content gives brands more opportunities to build visually appealing product pages. Videos, larger images, interactive elements, and enhanced modules can make important information easier to understand.
Stronger Visual Storytelling
Some products are difficult to explain through text alone. Premium A+ Content allows brands to demonstrate features, show products in use, communicate benefits, and create a stronger connection with shoppers through visual storytelling.
Greater Brand Credibility
A professionally designed product page can create a more polished brand experience. Consistent imagery, informative modules, and useful product explanations can help establish trust with potential customers.
Potential Conversion Benefits
Better product education and stronger visual presentation may help shoppers feel more confident about purchasing. When combined with strong pricing, reviews, product quality, and other listing elements, Premium A+ Content can contribute to improved conversion performance.
More Opportunities to Showcase Products
Premium A+ provides additional creative space for brands to communicate their unique selling points. This can be especially valuable for products with multiple features, variations, or use cases.
Cons of Amazon Premium A+ Content
Brand Story Requirements
Brands may need to meet specific Brand Story requirements before accessing Premium A+ Content.
For businesses with large catalogs, creating and publishing Brand Stories across eligible ASINs can require considerable time and resources.
Higher Visual Production Costs
Premium A+ Content is most effective when supported by professional images, graphics, videos, and copy.
Creating these assets can increase production costs, particularly for brands that do not already have high-quality product photography and video content.
Additional Content Creation Time
Building an effective Premium A+ page takes more than simply uploading images.
Brands need to plan the structure, messaging, visuals, calls to action, product comparisons, and overall customer journey. Poorly planned content can make a page look crowded rather than premium.
Results Are Not Guaranteed
Premium A+ Content can improve the shopping experience, but it should not be viewed as a guaranteed sales solution.
Conversion performance also depends on factors such as product quality, pricing, reviews, traffic, advertising, inventory availability, and listing optimization.
New Modules Available With Amazon Premium A+ Content
Premium A+ Content expands the number of creative options available to eligible brands.
Along with familiar A+ modules such as comparison charts, image-and-text layouts, and image sidebars, the premium experience can provide additional formats designed to make product pages more immersive.
Some of the notable premium modules include:
- Interactive Hover Hotspot Modules
- Multiple Video Modules
- Enhanced Comparison Charts
- Larger Images on the Product Detail Page
- Carousel Modules
- Premium Q&A Modules
These modules give brands greater flexibility when designing their product pages. Instead of presenting information through repetitive blocks of text and images, sellers can create a more structured and engaging experience.
Basic A+ Content vs. Premium A+ Content
| Feature | Basic A+ Content | Premium A+ Content |
| Access | Available to eligible brands | Available to eligible brands based on Amazon’s requirements |
| Brand Story | Requirements may vary | Published Brand Story may be required |
| Visual Elements | Standard images and modules | Larger imagery, video, and advanced modules |
| Interactive Features | Limited | Interactive hotspot modules and enhanced features |
| Image Presentation | Standard layouts | Expanded and larger visual layouts |
| Comparison Charts | Standard comparison options | Enhanced comparison capabilities |
| Video | More limited options | Expanded video capabilities |
| Q&A | Standard functionality | Enhanced Q&A options |
| Page Experience | Standard A+ presentation | More immersive and visually rich experience |
Bottom Line
Amazon Premium A+ Content gives eligible brands more creative control over how their products are presented on Amazon.
With features such as video, full-width imagery, interactive hotspots, enhanced comparison charts, carousels, and premium Q&A modules, brands can move beyond basic product descriptions and create a more engaging shopping experience.
However, Premium A+ Content should be treated as part of a broader Amazon optimization strategy rather than a standalone solution. High-quality products, compelling listings, strong reviews, competitive pricing, effective advertising, and excellent customer experience all continue to play important roles in generating sales.
For brands that meet Amazon’s eligibility requirements and already have strong visual assets, Premium A+ Content can be a valuable way to strengthen product presentation, communicate product benefits, and give shoppers more information before they make a purchase.
