Amazon A+ Content Guide: Eligibility, Modules and Why Submissions Get Rejected
A+ Content replaces the plain-text product description with images, comparison charts and formatted text. It sits below the bullet points on the product page, and on mobile it's often the first rich content a shopper scrolls into.
Amazon doesn't charge for A+ Content. The cost is the design and writing time, and the delay when a submission gets rejected.
Who can use A+ Content
- Brand owners in Amazon Brand Registry. This is the standard route. You need a registered (or pending, in many marketplaces) trademark and to be enrolled as the brand owner.
- Vendors selling to Amazon through Vendor Central.
If you're reselling another brand's product, you can't add A+ Content to it.
You create it in Seller Central under Advertising → A+ Content Manager.
Basic vs Premium A+
| Basic A+ | Premium A+ | |
|---|---|---|
| Who gets it | Brand-registered sellers and vendors | Brands that meet Amazon's eligibility criteria, or by invitation |
| What it includes | Standard modules: image and text blocks, comparison charts, image headers | Larger full-width modules, video, interactive hotspots, carousels and Q&A modules |
| Typical use | Most brands | Brands with several well-performing products |
Amazon has changed the number of modules allowed and the Premium A+ eligibility rules several times. Check A+ Content Manager for the current limits in your marketplace.
What to put in each module
A+ Content works best when every module answers one question a shopper has. A structure that works for most products:
- Brand or hero banner. What the product is and who it's for, in one image and one line.
- Key benefits. Three or four benefits with an image each. Benefits, not features: "Fits a 15-inch laptop and charger" rather than "Large capacity".
- How it's used. The product in real use, ideally showing scale.
- What's in the box, or specifications. Dimensions, materials, compatibility.
- Comparison chart. Your own related products side by side, which cross-sells and helps shoppers pick the right variant.
Write the important words as text, not only inside images. Text inside images is hard to read on phones, and every image needs alt text (keep it under about 100 characters).
Why A+ submissions get rejected
Amazon reviews every A+ submission. Approval usually takes a few days and can take up to about a week. Most rejections come from a short list of content rules:
- Pricing, discounts or promotions. No prices, "sale", "free shipping" or time-limited offers.
- Guarantees and warranties. No "100% satisfaction guaranteed" or warranty terms.
- Unverifiable superlatives. No "best-selling", "#1" or "top-rated".
- Competitor references. You can compare your own products, but not name or show other brands.
- Contact details and links. No email addresses, website URLs, phone numbers or QR codes pointing off Amazon.
- Reviews and quotes. No customer reviews or star ratings inside A+ Content.
- Unsupported claims. Environmental claims like "eco-friendly", and any health or disease claims, need proper substantiation, and many are simply not allowed.
- Image quality. Blurry or watermarked images, or text too small to read.
When Amazon rejects a submission, it says which rule was broken. Fix that and resubmit; you don't need to rebuild everything.
Does A+ Content increase sales?
Amazon says A+ Content can increase conversion, and many brands report that it does. In our view the honest answer is: good A+ Content helps shoppers who are already on your page decide. It won't fix a weak title, poor main image, wrong price or bad reviews. Fix the basics first.
Getting it done
If you're brand-registered and your listings already have strong titles, bullets and images, A+ Content is the next step. We plan the module layout, write the copy, brief or adapt images, and check everything against the content rules before submitting.
Ask for a free audit of up to 3 listings, including your current A+ Content, and we'll tell you what to change first.
We're an independent agency, not affiliated with Amazon. A+ rules change; check A+ Content Manager for the current guidelines in your marketplace.