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Amazon A+ Vs. Premium A+ Content: Pros and Cons Brands Need to Know

By:marketing | 18 August, 2023 |amazon,


Amazon A+ Vs. Premium A+ Content: Pros and Cons Brands Need to Know

For years, brands have been able to make their Amazon listings more appealing and informative with A+ and Premium A+ content, formerly known as Enhanced Brand Content. Amazon Premium A+ can make a listing look better and give shoppers more information than the Standard A+ Content. But what’s the difference between the two, and which one is right for your company?

In this blog post, we’ll compare and contrast Amazon A+ and Premium A+ (also known as A++), explain how they work, and help you decide which one is right for your business.

What is A+ and Premium A+ content?

Amazon Premium A+ Content offers a much wider selection of modules than Basic A+ Content, with 17 premium and interactive modules in addition to the 12 basic modules. Vendors can use up to 7 modules per page, and the modules are 1464 pixels wide, which stretches across the entire page. This gives vendors more opportunities to enhance their visuals and tell their brand story in new and engaging ways. However, Premium A+ is expensive, costing between $250,000 and $500,000 per year.

Amazon Basic A+ is now free for all vendors and allows them to add up to 5 modules per product page, with a choice of 17 basic module types. This lets vendors showcase their products and dive deeper into their brand story and values. The modules are 970 pixels wide, which doesn’t quite fill up the page. However, vendors can add a 6-way comparison table to compare their product’s features to those of other products.

Amazon now offers more space for sellers to close sales, below the fold. Instead of just an image deck and 5 bullet points, sellers can now use A+ and A++ content to inform and persuade shoppers to buy their products.

Where A+ content is displayed on Amazon depends on whether you are a seller or a vendor. On Seller Central, A+ content replaces the product description text, and it is displayed under the “Product Description” section. On Vendor Central, A+ content is displayed under the “More from the Manufacturer” section.

Differences at a glance

Available to all vendorsInvite only
17 standard modules17 basic modules plus 17 premium modules
Basic imagesHigh definition images and video
970 pixels wide1464 pixels wide
5 modules per page7 modules per page
Can increase conversion rate by 3-10%Can increase conversion rate by 15%

Is Amazon Premium A+ Content the right choice for your Business?

Premium A+ Content is a significant investment, so it’s important to think carefully before signing up. Amazon is constantly growing and changing, so it’s essential to find ways to stand out from the competition. Premium A+ is certainly one way to do that, but there are a few things to consider before you commit:


Can you afford to invest in Amazon Premium A+ Content, even with Amazon’s promise of a higher conversion rate? Is Amazon a key part of your e-commerce marketplace strategy, and do you expect to sell a lot of products there?

Visual Assets

Amazon Premium A+ content allows you to showcase your products with high-quality visuals and videos. Do you have the in-house resources or budget to create this content yourself, or will you need to hire an agency? It’s important to use the space provided effectively with visually appealing design. 

Text Restrictions

Premium A+ content offers more space for beautiful visuals, but this also means that there is a stricter character count. If your product needs a lot of description or isn’t very visually appealing, then opting for a text-heavy piece of standard A+ content may be a better option.


A+ and A++ content can help to increase conversions, but they won’t be much help if you’re not driving enough traffic to your listings (other than for organic SEO). Make sure you have a plan for advertising and driving traffic to your listings before you invest in A+ or A++ content.

B+ content

If you don’t optimize your above-the-fold content, shoppers may stop scrolling and miss out on seeing your A+ or Premium A+ content. Make sure to optimize all parts of your Amazon Product listings!

Pros of using A+ and Premium A+ content:

Increased Conversion Rates: 

Providing shoppers with more in-depth information and visuals about your products, so they can make informed purchase decisions.

Making your products stand out from the competition with visually appealing content.

Build Credibility and Trust: 

Detailed product information and imagery demonstrate your commitment to your products and customers. Premium A+ content lets you create custom-designed product pages that reflect your brand’s unique style and personality.

Enhance Product Descriptions: 

A+ content is especially beneficial for complex or technical products, such as high-tech gadgets or beauty products with multiple steps or ingredients. It can help to break down the information in a clear and concise way, making it easier for shoppers to understand.

Cons of using A+ and Premium A+ content:

Time-Consuming and Costly: 

The amount of additional content you want to add to your product listings will determine how much you need to invest in additional resources, such as copywriters, designers, and photographers. Premium A+ content can be particularly expensive.

Unclear ROI: 

While A+ and Premium A+ content can help to increase conversion rates and build brand credibility, the exact impact is difficult to quantify. Additionally, the costs of creating this content can be significant, so it is important to weigh the potential benefits against the expected return on investment.

Few Tips for Making the most of A+ and Premium A+ content:

Work with Experienced Professionals

In order to craft compelling A+ and Premium A+ content, it is crucial to collaborate with seasoned copywriters, designers, and photographers who possess a deep understanding of Amazon’s platform intricacies and possess the expertise to generate content that connects with shoppers effectively.

Keep it Simple and Consistent

Although the allure of elaborate custom-designed pages and interactive elements may be strong, it’s essential to keep in mind that simplicity often holds the key. Ensure that your A+ and Premium A+ content remains user-friendly in its navigation and remains in harmony with your brand’s overarching messaging.

Test and Refine

Like any marketing approach, it’s crucial to consistently assess and improve your A+ and Premium A+ content to ensure its effectiveness in connecting with shoppers and boosting sales. Employ data and analytics to monitor performance and make necessary modifications.


Undoubtedly, Premium A+ Content boasts superior visual appeal compared to Standard A+. Nevertheless, it’s vital to consider the advantages and disadvantages of each. Evaluate your brand’s choices to determine if Premium A+ justifies the investment. Reach out to us today for further assistance and information.

Amazon Premium A+ Content gives brands the opportunity to leave a lasting impression on customers and ultimately drive business growth on the Amazon platform. As online shopping continues to evolve, embracing the visual storytelling capabilities of Premium A+ Content becomes increasingly essential for brands to succeed and thrive in the digital marketplace.

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