How A+ Content Increases Conversion Rate by up to 10%

A+ Content (formerly Enhanced Brand Content) replaces the plain-text product description with rich, image-driven modules. Amazon's own data shows A+ Content can lift conversion rates by up to 10% — and premium A+ even more.

But A+ only works when it's designed as a selling tool, not a brochure. Here's how to build modules that actually move the needle.

Lead with the customer's problem

Your first module should show the customer that you understand their problem and that this product solves it. Use a lifestyle image plus a short, benefit-led headline — not a wall of brand history.

Use comparison charts to win the consideration battle

A comparison module that positions your product against alternatives (or across your own range) helps shoppers self-select and reduces decision paralysis. It's one of the highest-converting module types.

Design mobile-first

The majority of Amazon shoppers are on mobile, where modules stack vertically and text shrinks. Keep headlines short, text legible, and never put critical information inside an image as tiny text.

Key takeaway

Treat each A+ module as a step in a conversation: hook, prove, compare, reassure, and close. Address objections before they become reasons to leave, and your conversion rate — and ad efficiency — will follow.