A+ content (formerly Enhanced Brand Content) replaces the plain text product description with rich modules — comparison charts, lifestyle imagery, brand stories, feature callouts. Every brand owner gets it free. Most use it badly.
The mistake: treating A+ as a design exercise. Uploading pretty lifestyle photos and a brand logo and calling it done. What actually moves conversion is treating each A+ module as a specific objection-handler or trust signal — not decoration.
Here's how I approach A+ content across the 30+ brands I've managed, and what consistently drives real conversion improvement.
What A+ Content Actually Does (and Doesn't Do)
A+ content appears below the bullet points on a product detail page. By the time a shopper reaches it, they've already seen your main image, title, price, and bullets. They're still on the page — which means something caught their attention, but they haven't converted yet.
A+ content's job is to close the undecided shopper. It's not for convincing cold traffic. It's for the person who's 70% there and needs one more signal — proof of quality, clarity on a feature, reassurance about the brand — to pull the trigger.
A+ content does NOT: improve your search ranking (it's not indexed for keywords), replace strong bullet points, or compensate for a weak main image.
A+ content DOES: increase time on page, reduce return rates by setting accurate expectations, and provide visual differentiation that text-only listings can't achieve.
The 5 Modules That Actually Convert
Comparison Chart: Your vs. The Generic Alternative
The single highest-converting A+ module in my experience. A side-by-side comparison showing your product against a generic competitor (no brand names — Amazon doesn't allow it) answers the unstated question every shopper has: why should I pay more than the cheapest option?
Make it specific. Not "better quality" — show stainless steel gauge, thread count, battery capacity, warranty length. The more specific the comparison, the more credible the claim.
Feature Callout with Proof
Pick your 3–4 most important product features and give each a dedicated visual panel: a close-up image of the feature, a headline, and 2–3 lines of copy explaining why it matters to the customer's life — not just what it is.
Weak: "Food-grade silicone material" — Strong: "BPA-free silicone rated for temperatures up to 450°F — safe for the oven, dishwasher, and your family." The feature is the same. The second version closes the sale.
Lifestyle Imagery Showing the Outcome
Not the product on a shelf. Not a generic stock photo. A specific, realistic scene showing your customer after they've solved the problem your product addresses.
The copywriting principle: people buy outcomes, not objects. A kitchen organizer listing should show a calm, clutter-free kitchen — not a drawer full of organizers. Sell the feeling of the problem being solved.
Size/Scale Reference Module
Returns are expensive. A disproportionate number of returns happen because the product was a different size than the shopper imagined. A dedicated size module — showing dimensions in context of a familiar object, or modeled on a person — pre-empts these returns and the negative reviews that follow.
This module has an outsized impact on return rate, which Amazon tracks and which influences your seller metrics.
Brand Story With Specific Credibility
Shoppers buying from an unknown brand have a trust deficit. A brand story module closes it — but only if it's specific. Year founded, number of products, the problem the founder was solving, a real guarantee. Generic "family-owned brand that cares about quality" copy does nothing.
One sentence of specific proof beats three paragraphs of vague mission statement every time.
Premium A+ Content: Is It Worth It?
Premium A+ (available to brands with approved Brand Story content) unlocks additional modules: interactive hotspots, video, and enhanced comparison tables. Amazon claims up to 20% CVR lift for Premium A+.
My honest take: Premium A+ is worth building if you have strong video assets and your product genuinely benefits from demonstration. For most physical products, well-executed standard A+ outperforms mediocre Premium A+. Invest in content quality before module complexity.
A+ Rebuild Lifted CVR by 11 Points
A wellness brand had A+ content in place — lifestyle photos, a brand paragraph, and some feature bullets — but CVR sat at 8.5%, well below the category average. The A+ content looked fine. It just wasn't doing any persuasive work.
We rebuilt it around a specific framework: comparison chart (them vs. generic), three feature callout modules with proof-based copy, a size reference, and a brand credibility module with founding year and certifications.
Same product. Same price. Same traffic. The only change was A+ content rebuilt around objection-handling and proof — not aesthetics. CVR more than doubled, and the return rate drop added additional margin on every sale.
The A+ Audit: Is Your Content Working?
- Pull your CVR before and after your current A+ went live. If there was no measurable improvement, the content isn't doing its job.
- Read your most common negative and neutral reviews. Every repeated complaint is an objection your A+ should be pre-empting. If it isn't, rebuild around those objections.
- Check for a comparison chart. If you don't have one, add it — it's the highest-converting module available.
- Audit your copy for specificity. Every claim should be provable. If you wrote "premium quality," replace it with a specific proof point.