Amazon A+ Content: The Start-Here Guide

I've designed A+ Content for eight years now, and here's what I keep noticing: most sellers treat it as decoration. They fill the modules because Amazon gives them the modules. But A+ isn't a bonus. It's where serious comparison shoppers make their decision. The buyers who scroll this far are reading your reviews, your competitors' reviews, and your A+. Then they buy somewhere. The question is whether your A+ gives them a reason to buy from you.

What I actually do

Every A+ project I take on starts the same way: I read your listing first. Images, bullets, reviews. All of it. A+ is act two of your listing, not a rerun of act one. If your main image says "24-hour battery" and your A+ opens with "24-hour battery," you've wasted the one module that had the buyer's full attention.

My framework is simple. First, module planning: I pick from Amazon's available modules based on the story, not the space. A comparison chart module isn't optional. It's the single hardest-working module on the page, and it earns the top slot more often than most sellers think. Feature banners handle the mechanism: how the product works, not just what it does. The brand story panel comes later, not first, because nobody cares about your founding story until they believe the product is worth their money.

Then there's narrative flow. I write the A+ as a short argument: the problem your buyer has, how your product solves it mechanically, proof that it works, how it beats the alternatives, and finally who made it. That order matters. I've seen A+ pages that open with the brand story and close with features — they read like a company that loves itself more than it loves its customer.

And the part most designers skip: your A+ has to work with the listing images above it. The images sell the click. They hook. The A+ closes. So I deliberately design them as one system — the images raise questions the A+ answers. If your images show the product in use and your A+ shows the construction behind it, the buyer gets a complete story instead of two half-stories. That's exactly why I keep saying your listing images and A+ need to be planned together, not handed to two different people who never talk.

The mistakes I see most

After 8 years and hundreds of projects, I see the same five A+ mistakes over and over, including from brands doing serious revenue.

1. Repeating the bullet points verbatim. Your bullets already live above the A+. When the A+ says the same things in the same words, the buyer learns nothing and scrolls past. The A+ should add what bullets can't: diagrams, sequences, side-by-sides.

2. Walls of text inside image modules. I learned this the hard way on an early project: I wrote beautiful paragraphs and the client loved them, and then the page read like a brochure nobody asked for. Buyers skim A+ the way they skim everything else. One idea per module, scannable in five seconds. If a module needs a paragraph to work, the module is wrong.

3. No comparison chart. This one drives me crazy. The comparison chart is the only module where Amazon literally invites you to say "here's why we're better." Most sellers leave it empty or skip it entirely. I don't care how polite you feel; the buyer is comparing you to competitors on a different tab. Be the one who frames the comparison.

4. The brand story buried or bloated. Some brands skip the story panel entirely, which wastes the trust it builds. Others open the A+ with a 400-word origin saga. Neither works. Three panels: who you are, why you care about this product, one proof point. That's it.

5. It looks like a Canva template. Stock photos, generic icons, flat banners with gradient backgrounds. The A+ is supposed to make your brand look premium, and generic visuals do the opposite. They signal "small seller with no design budget," which is exactly what the premium-priced buyer is screening for. Your A+ should look like it came from the same brand as your product, not from the same template as everyone else.

Where to start

If you're starting from zero, start with the listing images first. I wrote a full guide on how to design Amazon listing images that convert. Read it before you touch your A+, because the two work as a system and the images set the visual language the A+ has to match.

Then look at real work instead of templates. I have three A+ Content case studies in my portfolio: actual pages I designed for real brands across Home & Kitchen, Beauty, and Supplements, where you can see how the narrative flow works on a live page. Browse the work here. Notice how none of them repeat the bullets. That's deliberate.

If you'd rather have someone do this properly, A+ Content design is one of my five core services, alongside listing images, storefronts, packaging, and brand graphics. On Upwork I hold a 5.0 rating with 100% Job Success, including two 5.0-rated A+ Content jobs for a repeat client who came back for more. I don't take A+ projects where the brand won't let me plan the narrative. Life's too short for "just make it pretty."

Bad A+ doesn't just waste the modules: it quietly tells comparison shoppers to buy from someone else. Good A+ closes them.

Ready for honest feedback? Request a free A+ audit and I'll tell you exactly where your modules break down, what's missing, and which module to fix first. No fluff, no pitch. Just a designer's read on your page.