Seller MomentumAmazon A+ content: what to build and what gets rejected
A+ content is the section below the fold where the plain description used to be. It is free for brand registered sellers, and most of the ones using it fill it with pictures of the product they already showed at the top of the page.
What A+ content is, and who can use it
A+ content replaces the product description with image and text modules you lay out yourself. It is open to sellers enrolled in Brand Registry, which needs a registered trademark, and to vendors.
It is not indexed for search the way the title and backend fields are, so it will not rank a listing by itself. What it does is answer the questions that stop people buying, which shows up as conversion rather than traffic.
Build it from objections, not from features
Open the reviews and questions on your listing and on the two competitors you lose to. Write down every repeated worry: is it the right size, will it fit my model, how long does it last, what is in the box, is it safe for children.
Give each of those a module. A comparison table answers which version do I need. A labelled image answers what is in the box. A size or fit chart answers the question that drives most apparel returns. A short brand story answers who are these people.
Modules that simply restate the bullets are the ones shoppers scroll past. If a module does not remove a reason to hesitate, it is decoration.
The rules that get submissions rejected
No claims Amazon cannot verify, such as best seller, number one, or guaranteed results.
No pricing, discounts or promotional language, since the page is not the place Amazon wants prices stated.
No contact details, website addresses or anything pointing off Amazon.
No competitor names or comparisons against other brands.
No customer reviews or quotes presented as reviews.
Watch the image dimensions and text limits for each module, and keep text inside images short, because it will not be read by screen readers and it gets small on a phone.
Submissions are reviewed, and a rejection usually names the module. Fix that module rather than resubmitting the same layout.
Design for a phone first
Most shoppers see your page on a phone, where modules stack into a single column and any small text in an image becomes unreadable. Build at large text sizes, one idea per module, and check the preview on mobile before you submit.
If you do not have professional photography yet, that is not a blocker. We have built listing images and A+ content for a brand launching on Amazon Australia that had no proper product photos, using image generation tools and several rounds of their feedback. What matters is that the images are honest about the product, not that they came from a studio.
Measure it like a change, not a project
Note your conversion rate before you publish, then compare it a few weeks later against the same period length. If your account has Manage Your Experiments, run the two versions against each other instead of guessing.
A+ content is also the cheapest place to answer a support question permanently. If buyers keep messaging you the same question, the answer belongs in a module.
Which modules earn their place
Comparison table. The strongest module for a brand with more than one version of a product, because it answers which one do I need without the shopper leaving the page.
Labelled image or callouts. Points at the parts that matter: what is included, what the measurements are, which end is which.
Size, fit or compatibility chart. In apparel and accessories this prevents returns, which is worth more than the extra sales it brings.
Brand story. A short, honest section about who makes this, because every shopper asks that about an unfamiliar brand.
Text only modules. Useful for care instructions or specifications that would be unreadable inside an image, and they stay readable for screen readers.
Keep the plain description working too
When A+ content is live it replaces the description for most shoppers, but the description field still matters. It is what shows if A+ is removed, if Brand Registry lapses, or on surfaces that do not render the modules.
So keep the description written and keyword complete rather than empty. Treat A+ as the layer on top, not as a replacement for the fields Amazon reads.
One more habit worth having: when the product changes, change the A+ content the same week. Modules showing an old package, an old count or a discontinued variant cause returns and complaints, because shoppers trust the images over the text.
Common questions
Is A+ content free?
Basic A+ content is free for brand registered sellers. Premium A+ has extra modules and is offered to eligible brands.
Does A+ content help SEO?
Not directly on Amazon search, since those modules are not indexed like the title and backend fields. It helps conversion, and conversion helps ranking.
How long does approval take?
Usually up to seven days. Rejections name the module that failed, so fix that one rather than rebuilding the whole layout.