A+ content is the last thing a buyer reads before deciding, and the thing brands spend the least time on. Five patterns we see in almost every listing we audit, why each one costs conversions, and the fix for each.
Listings and Creative
Amazon A+ content is the last thing a buyer reads before they decide, and it is the thing brands spend the least time on. It gets designed once at launch, approved on a desktop monitor, and never looked at again while the advertising budget doubles around it. Five patterns show up in almost every listing we audit, and each one has a straightforward fix.
Here is why this matters more than it sounds. Every click you pay for lands on this page. If A+ content is not doing its job, you are not losing traffic, you are losing sales you already bought. That makes it one of the cheapest performance improvements available, because nothing about your bids or budgets has to change.
What is on this page
What the modules are actually for
A shopper reaches your A+ content having already decided they are interested. They read the title, looked at the images, skimmed the bullets, and scrolled down because something is still unresolved. That is the entire job: resolve the remaining doubt.
Seen that way, the question for every module becomes simple. What objection does this answer? If it does not answer one, it is decoration you paid a designer for, and it is standing between your buyer and the reviews they are scrolling towards.
One: it was designed on a desktop
Most Amazon traffic is on a phone. Most A+ content is designed on a 27 inch monitor and approved in a meeting on the same monitor. The gap between those two facts is where a surprising amount of conversion goes.
On a phone, a three column comparison table becomes a horizontal scroll that most shoppers never perform. Fourteen pixel body copy set inside an image becomes unreadable and there is no way to zoom it in the app. A full width banner that looked airy on desktop becomes a thin strip carrying a headline nobody can read.
The fix. Open your own A+ on your phone, held at normal arm’s length, and read it. That is the real test and most modules fail it. Design for the phone first, check it on desktop second. The same discipline applies to the whole listing, which we covered in your listing is a mobile listing now.
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Two: it repeats the bullets
The buyer has just read the bullets. Restating them in a nicer font with a lifestyle photograph behind them does not move anyone closer to buying, and it wastes the one bit of the page where you can genuinely change a mind.
A+ should answer the questions the bullets could not carry. How big is it really, in a room, next to something familiar. What does it actually look like in use rather than on a white background. What is the difference between this one and the more expensive one above it. What happens if it does not fit. How long does it last, and what does it look like after six months.
The fix. Write down the five questions your customer service inbox answers most often. Those are your modules. If a question comes up repeatedly in messages or in reviews, it is costing you sales from every shopper who did not bother to ask.
Three: there is no comparison module
If you sell more than one variant and there is no comparison chart, you are missing the module that usually performs best on the page. It answers the single most common hesitation, which is not whether to buy from you but which one to buy.
It also does a quieter second job. A shopper who cannot compare inside your listing goes back to the search results to compare, and the search results are full of competitors. The comparison module keeps the decision inside your range.
The fix. Build it around the attributes buyers actually choose between: size, capacity, power, coverage, how many people it serves. Not features you are proud of. And keep it to a number of columns that survives a phone screen, which usually means three at most, with the recommended option in the middle.
Four: the Brand Story is the default one
Brand Story sits above A+ content on every product you own, and it is shared across the catalogue. That makes it the highest traffic piece of cross sell space most brands have. Most fill it with a founder paragraph and a photograph of a workshop.
Your founder story is worth telling somewhere. This is not the place, because the shopper is mid decision on a specific product, not researching your company history.
The fix. Use it as a shop window for the range. Show the other products, make them tappable, and let a shopper who is nearly convinced but slightly wrong about which item they need find the right one without leaving your listings. If you want a brand paragraph, keep it to one line and put it last.
A quick sense check. Count how many of your modules a shopper would still remember thirty seconds after leaving the page. If the honest answer is none, the content is decorating the listing rather than selling on it.
Five: nobody has ever tested it
A+ content gets built once, signed off, and then treated as finished. Meanwhile the advertising underneath it gets reviewed weekly. That is a strange allocation of attention given that every advertising pound depends on this page closing the sale.
The fix. Change one thing at a time and read conversion rate. Amazon offers Manage Your Experiments for brand registered sellers on eligible ASINs, which is the cleanest way to test A+ variations. Where that is not available, make a single change, leave everything else alone for a fortnight, and compare unit session percentage in your business report before and after.
Start with module order rather than module design. Moving the comparison chart or the biggest objection higher up the page is a small change that often moves conversion more than a full redesign, because most shoppers never reach the bottom.
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How to brief A+ content that sells
Most weak A+ comes from a weak brief. Designers make things look good, which is their job. Deciding what the page has to prove is yours.
List the objections in order of how often they stop a sale. Reviews and customer messages will tell you, and they are more reliable than internal opinion.
Assign one objection per module. If two modules answer the same doubt, one of them is spare.
Specify the phone view. State the minimum text size, state that nothing important sits in a third column, and require the designer to send a phone screenshot for approval rather than a desktop mock up.
Decide the order before the design. Biggest objection first. Comparison module before the brand material, always.
Write the alt text properly. It matters for accessibility, and it is one of the few places in A+ where text is actually readable by systems rather than baked into an image.
Every advertising pound you spend ends on this page. It is the cheapest thing in the account to improve and the last thing anybody looks at.
How to tell whether it worked
The number to watch is unit session percentage in your business report, which is Amazon’s version of conversion rate: how many sessions turned into orders. Take a fortnight before the change and a fortnight after, on the same product, with nothing else altered in that window.
Three things will muddy the reading if you let them. A price change, which moves conversion more than any module ever will. A stock out or a switch in who holds the featured offer, which changes the traffic entirely, for the reasons in Buy Box, stock and account health. And a shift in the mix of advertising traffic, since a campaign change can send you a different sort of visitor without anybody touching the listing.
If conversion rate improves and nothing else moved, the change worked and the whole account benefits, because every click you buy now closes slightly more often. That is the quiet advantage of listing work over bidding work: it improves the return on money you were already spending, rather than asking you to spend more.
Send us the listing and the reports and we will tell you what is losing the sale
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Frequently asked questions
Amazon has long said it lifts conversion, and in our own audits the products with genuinely useful A+ convert better than those with decorative A+. The important word is useful. Modules that repeat the bullets in a nicer font do very little, because the buyer has already read that information.
Enough to answer the objections the bullets could not, which is usually five to seven. More is not better: every module a shopper scrolls past without reading is a chance for them to leave the page. Lead with the module that answers the biggest doubt.
Brand Story appears above A+ content on every product you own and is shared across your catalogue. A+ content is specific to that product. Brand Story is the highest traffic cross sell space most brands have, and most of them fill it with a founder paragraph nobody reads.
It is worth having when you have something to say that the standard modules cannot carry, such as video, comparison at scale or interactive elements. It is not worth it as a way to make weak content look more expensive. Fix what the modules say before upgrading how they look.
Text inside A+ images is not readable by Amazon’s systems, so keywords buried in graphics do nothing for search. Alt text and the text fields are where any indexing value sits, and even then A+ is a conversion tool first. Treat search relevance as a bonus rather than the purpose.
Review it whenever conversion rate moves, whenever you launch a variant, and at least twice a year. Most A+ is designed once at launch and never touched again while the advertising budget doubles around it, which is exactly backwards.
If you sell more than one variant, yes, and it is usually the highest performing module on the page. It does a second job as well: it keeps the shopper comparing inside your range rather than going back to the search results to compare against competitors.
Watch the unit session percentage in your business report before and after a change, on the same product, with nothing else altered in the same fortnight. It is not a perfect test, but changing one thing at a time and reading conversion rate is far better than the alternative, which is guessing.
Send the right reports. Get a straight answer back.
We read the account properly and write back with where the money is going, what it is buying, and the three things we would change first. You keep it either way.
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