Using A+ Content to Boost Amazon Visibility

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on Using A+ Content to boost Amazon product visibility.

A+ Content, previously known as Enhanced Brand Content (EBC) for third-party sellers, is Amazon’s feature that allows brand-registered sellers to add rich multimedia elements to their product detail pages. This includes advanced text formatting, image modules, comparison charts, and lifestyle visuals that transform a simple listing into a professional, conversion-focused experience.

When used correctly, A+ Content improves your product’s search performance, strengthens brand trust, and helps customers make purchasing decisions with greater confidence.

What A+ Content Is

A+ Content is Amazon’s way of allowing brand owners to enhance their product listings beyond the standard bullet points and descriptions. It gives you the ability to present more detailed product information, reinforce brand identity, and improve buyer engagement.

There are two levels of A+ Content:

• Basic A+ Content: Available to all brand-registered sellers and includes pre-set modules like banners, text boxes, and comparison tables.

• Premium A+ Content (A++): Available to larger brands through invitation only and offers additional interactive features such as video loops, hotspot images, and enhanced design layouts.

This visual storytelling approach not only improves the aesthetic quality of your listings but also helps your products rank better within Amazon’s search results by improving engagement metrics.

Why A+ Content Matters for Amazon SEO

Amazon’s search algorithm, known as A9 (and more recently A10), focuses heavily on customer engagement signals like click-through rates, time on page, and conversion rates. A+ Content helps improve all three.

By adding high-quality visuals, brand storytelling, and structured information, you reduce bounce rates and increase buyer confidence. These behavioural improvements signal to Amazon that your product is relevant and trusted, which in turn can boost your rankings.

Moreover, A+ Content helps differentiate your products from competitors, especially in categories where many listings appear similar.

Who Should Use A+ Content

A+ Content is available exclusively to sellers enrolled in Amazon Brand Registry. This means you must have an active registered trademark for your brand. It’s particularly valuable for:

• Brands launching premium or niche products where visuals and storytelling matter.

• Sellers competing in saturated markets such as electronics, beauty, supplements, or homeware.

• Companies building long-term brand recognition on Amazon.

If your products rely on demonstrating quality, design, or performance features that are not obvious from basic descriptions, A+ Content is a must.

How A+ Content Works

A+ Content is built through Amazon Seller Central or Vendor Central using modular templates. The process typically involves five steps:

1. Access the A+ Content Manager: Navigate to the A+ Content section in your dashboard.

2. Select a Template: Choose from a variety of modules that allow combinations of images and text.

3. Add Branded Assets: Upload lifestyle images, infographics, and logos that communicate your brand identity.

4. Write SEO-Friendly Copy: Use concise, keyword-informed text that complements your visuals without keyword stuffing.

5. Submit for Review: Once completed, Amazon reviews your A+ Content to ensure it complies with content guidelines before publishing.

Once approved, your enhanced content replaces the standard description section on your product page and becomes visible to all potential buyers.

The SEO Benefits of A+ Content

While A+ Content itself doesn’t directly influence keyword indexing (Amazon doesn’t index text within A+ modules for search), it indirectly improves SEO performance through user engagement and conversion metrics.

Here’s how:

1. Higher Conversion Rates

When buyers spend more time interacting with a listing that features detailed visuals and well-written copy, they are more likely to complete a purchase. Amazon rewards listings with higher conversion rates by ranking them higher in search results.

2. Reduced Bounce Rate

Detailed and visually appealing content keeps users on your page longer, reducing the likelihood they will click away to competitors. This sends a strong positive signal to Amazon’s ranking algorithm.

3. Better Customer Understanding

A+ Content allows you to answer common questions visually. When customers have fewer doubts about size, use, or compatibility, you experience fewer returns and higher satisfaction ratings.

4. Cross-Selling Opportunities

Comparison charts within A+ modules let you promote other products in your range. This helps increase average order value and strengthen your brand’s visibility across multiple SKUs.

Key Elements of Effective A+ Content

High-Quality Images

Images are the cornerstone of effective A+ Content. Use professional photography, lifestyle shots, and infographics that highlight key product benefits. Avoid cluttered designs or low-resolution images.

Strong Visual Hierarchy

Organise your content so the most important messages appear first. Begin with an engaging header banner followed by product features and finish with a comparison table or brand story.

Consistent Branding

Use consistent colours, tone, and typography that match your overall brand identity. Consistency reinforces trust and helps customers remember your products.

Concise and Persuasive Text

Your text should be easy to scan and focused on customer benefits. Avoid long paragraphs or overly technical language. Instead, address user intent directly, answering questions like “What makes this better than similar products?”

Comparison Tables

Comparison charts let customers compare similar items in your range, increasing the likelihood they’ll stay within your brand rather than looking at competitors.

Challenges of Using A+ Content

While A+ Content offers clear benefits, it does require careful planning. Common challenges include:

• Time and resource investment: Creating quality visuals and layouts can be time-consuming.

• Brand Registry requirement: Only trademarked brands can access A+ Content.

• No direct keyword indexing: Text in A+ modules doesn’t directly impact organic keyword rankings.

• Strict content rules: Amazon’s guidelines prohibit promotional phrases, pricing, or contact information.

Despite these limitations, the benefits far outweigh the effort, especially when used strategically across multiple high-performing listings.

How to Optimise A+ Content for Maximum Impact

1. Focus on your top-selling ASINs first: Prioritise listings with strong traffic but moderate conversion rates to get the biggest impact.

2. Tell a story: Use visuals and copy to explain how your product fits into your customer’s life.

3. Test different layouts: Track conversion rate changes after implementing A+ Content and adjust based on performance.

4. Maintain brand consistency: Every product page should look and feel like part of the same brand family.

5. Add lifestyle context: Show the product being used to help customers visualise ownership.

6. Use infographics to simplify details: Instead of long text blocks, break down features into clear visuals.

7. Update regularly: Refresh A+ Content seasonally or after major product updates to keep your listings relevant.

Measuring Success

You can track A+ Content performance through the A+ Content Manager in Amazon Seller Central. Metrics include views, conversion rate changes, and sales uplift. Compare listings before and after A+ Content implementation to quantify improvement.

Typically, brands using A+ Content report conversion increases between 5% and 20%, depending on category and presentation quality.

Complementary Amazon Strategies

To maximise visibility, combine A+ Content with other Amazon SEO tactics:

• Optimised Titles and Bullet Points: Ensure top keywords appear in your standard listing text, which remains indexed.

• Enhanced Brand Store: Build a cohesive storefront that mirrors your A+ design.

• Sponsored Brand Ads: Drive paid traffic to listings featuring strong A+ visuals for higher ROI.

• External Traffic Campaigns: Use Google Ads or social media campaigns to drive visitors directly to your Amazon pages.

When aligned, these strategies create a consistent customer journey that builds both ranking strength and brand equity.

Expert Tips for A+ Content Success

1. Always test A+ Content on mobile as most Amazon traffic comes from smartphones.

2. Keep text short and readable less is often more.

3. Use colour contrast to highlight key benefits but maintain a clean layout.

4. Add subtle brand storytelling that builds emotional connection.

5. Avoid duplicating the same A+ Content across unrelated products.

6. Combine A+ Content with compelling A+ visuals to maintain consistency.

7. Reuse design templates for efficiency but tailor copy for each product.

Final Thoughts

A+ Content is one of Amazon’s most valuable tools for improving product visibility and conversion rates. It helps transform static listings into immersive brand experiences that communicate value, answer questions, and build buyer confidence. For sellers serious about growing on Amazon, A+ Content isn’t just a design upgrade it’s a strategic investment in long-term success.

We have also written in depth articles on Tracking performance with Amazon Seller Central reports and How pricing impacts rankings in Amazon search results as well as our Amazon Hub to give you further guidance.