Amazon A+ Content Best Practices: 10 Modules That Really Convert

A+ Content is more than pretty images below the product description. Every module has a specific function in the buying process: building trust, overcoming objections, explaining features or driving the purchase.

The most common mistake: sellers pick modules by visual criteria instead of strategic ones. A beautiful banner does little if the customer is actually looking for technical details. Conversely, a wall of text bores the customer who needs emotional persuasion.

The art lies in combining modules so they guide the customer through these four phases. A customer who has been informed, addressed emotionally and persuaded buys — one who only sees images keeps scrolling.

Before we dive into the modules: Amazon offers two versions of A+ Content. Most sellers have access to Standard A+ Content, while Premium A+ Content (also called A++) is only available by invitation or after meeting certain criteria.

In this article we focus on Standard A+ Content modules, since these are relevant to the majority of sellers. The principles, however, carry over to Premium A+ as well.

The Standard Image & Text module is the most versatile A+ Content module. It combines a larger image (left or right) with text on the opposite side. Perfect for explaining individual product features with visual support.

The comparison table is one of the highest-converting modules. It shows up to 5 products side by side and enables a direct feature comparison. Customers love clarity — and the table delivers exactly that.

The comparison table is especially valuable for cross-selling. If a customer has chosen the wrong product for their needs, the table helps guide them to the right one — instead of losing them to a competitor.

This module shows 4 square images in a row, each with a heading and a short text underneath. It's perfect for communicating several features or benefits at a glance.

Typical use cases: "4 reasons why customers love us," "How easy it works" (steps 1-4), or "Included in the box" (showing accessories).

A large, attention-grabbing image with bullet-point highlights below it. This module works brilliantly as the opener of your A+ Content — it draws the eye and instantly communicates the most important benefits.

Technical specifications in a clear tabular format. Indispensable for products that need explaining such as electronics, tools or fitness equipment. Customers who reach this point want facts — give them to them.

This module reduces returns: when customers know exactly what they're getting before they buy, there are fewer unpleasant surprises.

A simple module that shows your logo with a short brand description. Often underrated, but important for branding and building trust — especially for lesser-known brands.

The Amazon Brand Story is a special format within A+ Content that displays a scrollable brand narrative above your products. It's one of the most effective tools for building emotional customer loyalty.

A large image with a text overlay. This module is maximally visual and works well for emotional statements, lifestyle messages or as an attention-grabbing opener.

This module shows several images of different sizes in an asymmetric layout. Perfect for showing different aspects of a product — from the large overview shot to the detailed close-up.

An image with detailed specifications alongside it. Similar to Module 5, but with more visual focus. Ideal for infographic-style presentations where the image illustrates the specs.

The order of your modules matters just as much as their selection. You're telling a story that moves the customer from "interested" to "convinced."

A+ Content is like a sales conversation: you start with what grabs attention, then deliver the facts, build trust and close with an offer. Most sellers do it the other way around — and then wonder why nobody scrolls to the end.

Thorsten MüllerCEO at HORAiZON & Amazon Ads expert

Over 70% of Amazon purchases now happen on mobile devices. Yet most sellers create their A+ Content on desktop — and never test it on a phone.

A simple test: open your listing in the Amazon app. Can you read all the important information without zooming? If not, rework your modules.

A+ Content (formerly EBC) is not a nice-to-have — it's an essential conversion lever. With the right modules, arranged strategically and optimized for mobile, you can lift your sales significantly.