If you're selling on Amazon and still using standard A+ Content, you're leaving money on the table. Premium A+ Content offers significantly more design flexibility, better conversion potential, and here's the kicker: it's easier to access than most sellers realize. If your competitors have it (and they probably do), you need it too.
What You're Missing with Standard Amazon A+ Content
Standard A+ Content (formerly Enhanced Brand Content) gives you basic modules to enhance your product listings. You get image and text combinations, simple comparison charts, and basic image layouts. Available to all Amazon Brand Registry sellers, it's better than plain text, sure, but it's also the bare minimum in today's competitive Amazon marketplace.
Standard A+ limitations:
- Small design space at only 970px
- Limited design flexibility and creative control
- Visible gaps and white space between modules that break up the visual flow
- No video integration within the content
- Restricted image sizes and layouts
- The mobile view simply scales down the desktop layout, resulting in text that’s small and difficult to read.
If you're competing against brands using Premium A+ Content, your standard A+ listings look dated and underwhelming by comparison. The spacing between modules can make standard A+ feel fragmented, whereas Premium A+ delivers a more cohesive, landing-page–style experience.
Amazon Premium A+ Content: What You Get
Premium A+ Content is a completely different game. You get access to exclusive modules that create immersive, interactive experiences that your competitors with standard A+ simply can't match. According to Amazon's official A+ Content guide, Premium modules offer advanced storytelling capabilities that standard modules can't deliver.
Premium A+ advantages:
- Full 1464px wide design space for expansive, edge-to-edge layouts
- Interactive hotspot modules that let customers explore product features
- Video integration directly within your A+ modules
- Full-width background images for maximum visual impact
- Seamless module stacking with no gaps between content blocks
- Carousels with significantly more images
- Premium comparison charts with enhanced formatting
- Larger, more prominent placement on the product detail page
- Mobile-optimized experience with separate mobile images designed for each module (versus scaled-down desktop version)
- More sophisticated layouts that command attention
The visual difference is immediately noticeable. Premium A+ Content makes your listings look premium, professional, and trustworthy compared to the basic modules everyone else is using. The seamless design creates a cohesive brand experience that keeps customers engaged.
How to Get Premium A+ Content Access for Amazon Sellers
Here's where most sellers get it wrong. They assume Premium A+ Content is only for major brands or Amazon Vendors. While there are specific requirements, they're more achievable than you might think.
According to Amazon's official A+ Content page, you must have:
- A published Brand Story module on all of your brand-owned products
- Five published A+ Content projects in the last 12 months
- Active enrollment in Amazon Brand Registry
- Account in good standing
Once your brand meets these criteria, you'll see a banner notification in your A+ Content Manager indicating you have access to Premium modules. The key is having that foundation of regular A+ Content established first. Check your Seller Central account under the A+ Content Manager to see if the Premium A+ Content option is available.
Want to speed up the approval process? Learn how to get Premium A+ Content approval faster with proven strategies that help you meet the requirements efficiently.
Why Competitors Are Already Using Premium A+ Content
Browse the top listings in your category. Notice how the best-performing products feature full-width imagery, interactive elements, and polished layouts? That’s Premium A+ Content. Your competitors aren’t smarter or better connected. They simply meet the eligibility requirements and use what’s available to them.
If competing brands in your space are using Premium A+ and you're stuck with standard modules, you're at a distinct disadvantage. Customers compare listings side by side, and the more polished, interactive experience wins. Amazon's research on improving product detail pages confirms that enhanced content directly impacts customer purchase decisions.
Amazon Premium A+ Content Conversion Rates and Performance
Premium A+ Content consistently outperforms standard A+ in key metrics:
- Higher engagement rates due to interactive and video elements
- Better storytelling that builds brand trust and differentiation
- More effective at answering customer questions and reducing hesitation
- Stronger visual impact that holds attention longer
- Mobile-optimized experience where text remains readable (versus scaled-down desktop version)
- Improved conversion rates (varies by category and execution quality)
Standard A+ might give you a 3-5% conversion lift. Premium A+ can push that higher (up to 20% according to Amazon), especially in competitive categories where differentiation matters. Understanding how product detail pages impact sales is crucial for maximizing your Amazon performance. Mobile optimization alone is critical, given that over 70% of Amazon shoppers browse on mobile devices.
Premium A+ Content Design: Cost and Investment
Premium A+ Content is free from Amazon (same as standard A+). The only additional cost is in the design and production. Yes, creating Premium A+ requires more sophisticated design work because the modules are more complex. But if you're already investing in professional product photography and A+ Content design, the incremental cost to upgrade to Premium modules is minimal compared to the potential revenue impact.
Think of it this way: you're already paying for A+ Content design. Why not get the premium version that actually gives you a competitive edge?
When Amazon Premium A+ Content Makes the Most Sense
Premium A+ Content is worth pursuing if:
- You're in a competitive category where multiple sellers are fighting for the same customers
- Your competitors' listings look more polished and professional than yours
- You sell products that benefit from detailed feature explanations or comparisons
- You want to build a stronger brand presence on Amazon
- You're serious about maximizing conversion rates and reducing ad spend
Basically, if you're running a real business on Amazon (not just testing the waters), Premium A+ should be part of your strategy.
How to Get Started with Amazon Premium A+ Content
Step 1: Check if you already have access. Go to your A+ Content Manager in Seller Central and see if Premium A+ Content appears as a content type option when you start creating new content.
Step 2: If you don't see the Premium A+ Content option yet, focus on meeting the requirements. Create and publish a Brand Story for all your ASINs, and get at least 5 standard A+ Content pages approved and published. Once these are in place, Premium A+ access typically unlocks automatically.
Step 3: Once approved, invest in quality design. Premium modules give you more creative freedom, but they also require more sophisticated execution. Work with a designer who understands Amazon's specific requirements and conversion-focused design.
Step 4: Prioritize your best-selling or highest-margin products first. You don't need to upgrade every listing immediately, but your hero products should absolutely get the premium treatment.
The Bottom Line
Standard A+ Content is the baseline. Premium A+ Content is where you actually compete. If your competitors offer Premium A+ and you're still using basic modules, you're signaling that you look less professional and less trustworthy.
Access is easier to get than most sellers realize, and the visual and conversion impact is significant. Stop settling for the standard version when the premium option is available, and your competitors are already using it.
Check your eligibility today and upgrade your listings to Premium A+ Content. Your conversion rates will thank you.
