A+ Content Character Limits: The 2026 Reference

Here's a confession: I have lost count of how many A+ submissions I've seen bounced for something dumb. Not bad design. Not weak copy. A headline that ran 12 characters too long, or a comparison chart with a metric label that didn't fit. The seller fixes it, resubmits, waits again. A week of selling time, gone over a character count nobody checked before hitting submit.

That's why I keep a reference like this one pinned next to my desk. I've built A+ Content for eight years now, and I still check limits before I write a word. Not because I can't remember them, but because Amazon tweaks them, and because guessing wrong is the most avoidable rejection in the whole process.

How many modules can you use?

Standard A+ Content gives you up to 5 modules per content piece. Premium A+ Content gives you up to 7, with wider 1464-pixel layouts, video, and interactive modules like hotspots and carousels. Brand Story sits above your A+ modules and runs across every ASIN under your brand, so it doesn't eat one of your five or seven slots.

The module count matters more than most sellers think. Five modules sounds generous until you try to cover a hero, three features, a comparison chart, and a spec table. You can't. So the real skill in A+ planning isn't filling modules, it's choosing which five stories earn a slot. My A+ Content start-here guide covers the full system, from module planning to the mistakes I fix most. My guide to which A+ modules to use and when walks through that choice module by module.

Standard module character limits

These are the Standard (Basic) limits I plan against in 2026. Where two sources disagree, I've gone with the figure the A+ editor enforces most consistently, and I've flagged the one genuine conflict below.

One honest caveat. Some older guides list the Standard Text body limit as 300 to 1,000 characters, not 5,000. That conflict is exactly why you should never copy a limit from a blog, including this one, without glancing at the editor's live counter before you submit. Amazon adjusts these fields, and the counter in front of you beats any table on the internet. I treat this page as my planning reference and the editor as my source of truth.

Sources for the table: Keywords.am's Amazon character limits reference and SellerApp's A+ Content guide, cross-checked against each other.

Premium module character limits

Premium modules are tighter on text and wider on canvas. That's the whole philosophy: Premium sells with images, video, and interaction, not with paragraphs. If you're writing Premium copy like Standard copy, you're using the wrong tier.

Notice the pattern. Premium headlines run roughly half the length of Standard ones. A headline that works in Standard will get cut in Premium, and a Premium headline pasted into Standard will feel thin. I write each tier's copy separately, even when the message is the same. If you're still deciding between tiers, my Basic vs Premium A+ breakdown covers when the upgrade is actually worth it.

What counts as a character?

Spaces count. Punctuation counts. Line breaks inside a text field can behave differently depending on the module, so I never assume a paragraph that fits in one module will fit in another. And the editor counts in characters, not words, which is why a 160-character headline is roughly 25 to 30 words, not a fixed number you can guess by eye.

Here's the habit that saves me: I draft every headline in a character counter before it touches the editor. Not a word counter, a character counter. Thirty seconds of checking beats a rejection email three days later. I've seen sellers lose a full week of Q4 traffic to a resubmission loop that started with one long headline.

Why limits matter more than most sellers think

A+ Content is worth getting right because Amazon's own numbers say so. Amazon states that Basic A+ Content can increase sales by up to 8%, and well-implemented Premium A+ Content by up to 20%, based on Amazon internal data. Those are ceilings, not promises, and I say that plainly: no module choice guarantees a lift. But the direction is clear, and a rejected submission earns zero percent.

There's a second reason, and it's the one I care about more. A+ body text is not keyword-indexed the way bullets are, so A+ earns its keep through conversion, not search rank. Every character you spend should answer an objection or prove a claim. When I audit A+ that isn't converting, the copy is almost never too short. It's usually a brochure restating the bullets, and no character limit will fix that. I wrote about why A+ fails to convert in detail, and the short version is this: the modules aren't the problem, the message is.

"A+ Content has helped us build our brand story while helping consumers discover products in our catalog. This has helped us continue to build that trust that we so very much love, and ultimately drive sales." — Day Tomko, Brand Manager, Garden of Life, quoted on Amazon's A+ Content page

The rejections that have nothing to do with character counts

Character limits are only half the compliance story. Amazon also rejects A+ modules for content it bans outright, and I've seen sellers fix their counts three times while the real violation sat untouched in the copy. The usual offenders: price or promotion mentions, shipping-speed claims, warranty or guarantee language, and any competitor name. Time-sensitive wording like "sale ends Friday" gets rejected too, because A+ is evergreen and a shopper might read it months later.

The other trap is text baked into the image. Sellers run out of body characters, so they render the extra copy into the image itself. Amazon increasingly rejects that, and for a fair reason: image text isn't readable by screen readers and doesn't translate for international marketplaces. Put every claim in the text field. Use the image for evidence, not for copy.

How I write inside the limits

I use a simple split that has held up across hundreds of modules. The headline makes one promise. The body proves it with one specific detail. The image shows the proof. If a module needs two promises, it needs two modules, or it needs a rewrite.

• Headlines are promises, not summaries. "Stays cold for 24 hours" beats "Premium insulated bottle with advanced technology" in every test I've run, and it fits in 160 characters with room to spare.
• Body text is proof, not adjectives. One named spec, one named use case, one named outcome. Adjectives eat characters and convince nobody.
• Comparison charts carry the specs. Don't burn your 1,000-character body slots on spec tables. That's what the chart is for, and shoppers compare there anyway.
• Write the Premium version separately. An 80-character Premium headline is a different sentence than a 160-character Standard one, not a trimmed copy of it.

And one last thing I've learned the hard way: build your A+ around the shopper's objections, not your feature list. I start every A+ project by listing the three reasons a shopper would not buy, then I assign each one a module. That's the structure behind everything I do at trendingbar.com, where I design A+ Content as a sales argument, not a brochure. I'm Mirza Rizwan, and after eight years of this work, I can tell you the listings that convert are the ones that argue their case in order, objection by objection.

If your A+ keeps getting rejected, or it got approved and still isn't selling, that's exactly what my free audit looks at. I'll check your module plan against these limits and tell you which modules are wasting slots. Request the free audit here, and I'll get back to you within 48 hours.