Amazon A+ Content Guide: Modules, Layout and Best Practices

Amazon A+ Content is the section of a product page where brand owners can replace the plain-text description with images, comparison charts and structured text modules. If your listing already gets traffic but shoppers leave without buying, A+ is usually one of the first places to look.

This guide is for brand owners and marketplace managers selling on Amazon.ae, Amazon.sa or other Amazon stores from the UAE, Oman and the wider GCC. It covers who qualifies, which modules to use, how to plan the layout, the rules that cause rejections, and a step-by-step process you can follow for your next listing.

What Amazon A+ Content is and who can use it

A+ Content (sometimes called Enhanced Brand Content in older guides) sits below the bullet points and main images on the product detail page. Instead of one block of text, you build the section from modules: full-width banners, image and text pairs, comparison tables, and so on.

Access is tied to Amazon Brand Registry. The brand owner, or an agent the brand has authorised in Brand Registry, can create A+ Content for ASINs under that brand. Resellers without brand rights cannot add it, which is one reason brand owners invest in it: it is content competitors on the same listing cannot change.

Basic A+, Premium A+ and Brand Story

Amazon offers a standard version of A+ that most registered brands can use, plus a premium version with larger visuals, video and interactive modules that is offered to brands meeting certain eligibility conditions. There is also a Brand Story carousel, which introduces the brand and links to other products and the Storefront. Eligibility criteria and available modules change from time to time, so check the A+ Content Manager in Seller Central for what your account can use today.

Why A+ Content matters for conversion, not just looks

Most shoppers in the GCC browse on their phones. On mobile, the bullets are often collapsed and the A+ section is a large part of what they scroll through. That makes it your best chance to answer questions visually before the buyer goes back to search results.

• It answers objections that bullets cannot show well, such as size, texture, what is in the box, or how a product is used.
• It helps buyers choose the right variation through comparison charts, which can reduce wrong orders and returns.
• It builds brand trust, which matters when shoppers are comparing you with cheaper unbranded alternatives.
• It gives you space to show the product in a local context, such as a Gulf home, an office in Dubai or a family setting, so the buyer can picture using it.

A+ Content does not replace a good title, strong main images or competitive pricing. It works best on listings that already receive steady sessions, where the problem is converting visitors rather than finding them.

How to plan your Amazon A+ Content layout

Good A+ starts with research, not design. Before briefing a designer, collect the questions buyers actually ask. Read your own reviews, competitors' critical reviews, the Customer Questions section and any questions you receive on WhatsApp or your website. Group them into themes.

Lead with the biggest objection

The first module a shopper sees should deal with whatever most often stops a purchase in your category. For a supplement, it might be ingredients and how to take it. For furniture, it is dimensions and assembly. For skincare, it is skin type suitability. Leading with the flashiest feature is tempting, but answering the hesitation first usually serves the buyer better.

A simple layout that works for most products

1. Hero banner: the product in use, with one short line stating the core benefit.
2. Objection module: the main concern answered with a clear visual, such as a size guide or a close-up of materials.
3. Key features: three or four features, each with an icon or image and one sentence.
4. Use cases: the product in real settings relevant to your buyer.
5. What is in the box or how to use: step images for anything that needs setup.
6. Comparison chart: your own range side by side so buyers can pick the right model.

Not every product needs every module. A simple consumable may only need four. A product range with several sizes or variants benefits most from the comparison chart, because it helps buyers self-select instead of abandoning the decision.

Design rules for A+ Content that works on mobile

A+ is a visual medium. Treat it like a short scroll of slides, not a place to paste more paragraphs. Buyers scan here much more than they read.

• Keep text inside images large enough to read on a small phone screen, and avoid putting important text near image edges where it may be cropped.
• Use one message per module. If a module needs three sentences to explain, split it or simplify it.
• Keep colours and fonts consistent with your packaging and Storefront so the brand feels coherent.
• Use real product photography where possible. Heavily rendered images can look less trustworthy than clear photos.
• Fill in the image alt text fields with natural descriptions of each image; they help accessibility and give Amazon more context about the content.

English and Arabic versions on Amazon.ae

Amazon.ae lets shoppers browse in English or Arabic, and you can submit A+ Content in different languages. If a large share of your buyers prefer Arabic, a properly translated version, with text in images redesigned for right-to-left reading, is worth considering. Machine-translated text dropped into English layouts often reads awkwardly and can undermine trust.

A+ Content guidelines and common rejection reasons

Amazon reviews every A+ submission before it goes live, and moderation can take a few days. Rejections usually come from a short list of issues. Amazon's full content guidelines are in Seller Central and are updated periodically, so read them before each project.

• Mentioning prices, discounts, promotions or shipping and delivery terms.
• Time-sensitive language such as new, latest or limited offer.
• Guarantees, warranty promises or claims that are not supported, including medical or health claims.
• Customer reviews, quotes, or star ratings placed in the content.
• Contact details, website addresses or anything directing buyers off Amazon.
• Comparisons with competitor brands; comparison charts should only feature your own products.
• Low-resolution images, spelling errors and text that does not match the product.

Measuring the impact of Amazon A+ Content

A+ is not a set-and-forget task. After publishing, watch the listing's conversion rate (Unit Session Percentage in Business Reports) and compare a reasonable period before and after, while keeping in mind that price changes, ads and seasonality such as Ramadan, White Friday or back-to-school also affect results.

Depending on your account, Amazon may also offer A/B testing through Manage Your Experiments, which lets you test two A+ versions against each other on listings with enough traffic. Where it is available, testing one change at a time, such as the hero module or the comparison chart, gives clearer answers than redesigning everything at once.

Also re-read reviews and customer questions every few months. New recurring questions are a signal that a module should be updated.

Step-by-step checklist for publishing A+ Content

1. Confirm the brand is enrolled in Brand Registry and that your user has permission to create A+ Content.
2. Pick the listing: start with ASINs that already get steady traffic but convert below your expectations.
3. Collect buyer questions from reviews, customer questions, competitor reviews and WhatsApp enquiries.
4. Write the storyboard: module order, image brief and exact copy for each module.
5. Check the copy against Amazon's content guidelines before design starts.
6. Produce images at the module dimensions shown in A+ Content Manager, designed and tested on a phone screen.
7. Add alt text, apply the content to all relevant ASINs and variations, and submit for review.
8. Prepare the Arabic version for Amazon.ae if your audience needs it.
9. After approval, check the live page on mobile and desktop, then track conversion and returns over the following weeks.

How EcomConvey can help with Amazon A+ Content

EcomConvey works with brands in Muscat, Dubai and across the GCC on Amazon listing optimization, including A+ Content and Brand Story. Our team handles the research, storyboard, copy in English and Arabic, and design, then manages submission and revisions through Seller Central.

If your brand is not yet enrolled, we can also guide you through Amazon Brand Registry first, so your listings are ready for A+ Content, Sponsored Brands ads and a branded Storefront.

Frequently asked questions

Want expert help with this? Explore our Amazon Listing Optimization service or book a free consultation with the EcomConvey team. Related reading: Amazon Brand Registry Guide: Requirements, Benefits and Steps.