How Amazon A+ Content Turns Holiday Traffic Into Sales

Your shoppers can't pick the product up, turn the box over, or ask someone in an apron. On Amazon the listing does all of that, and Black Friday week brings the heaviest traffic of the year.

That's where Amazon A+ content earns its place on the page. You build it once, and it works on every shopper who lands there, so the weeks with the most visitors are the weeks it pays back the most.

Here's what each part of the listing has to do, what A+ adds, the three types Amazon offers, and how to build them in Seller Central. You'll also see which brands show it working and the date your changes need to be in.

Key takeaways:

• On Amazon, the listing does the selling, so the title, bullets, images, and A+ content each answer a different part of the shopper's decision.

• A+ content is built once and works on every session, so a small lift is worth the most in the weeks a listing gets the most traffic.

• Amazon offers three types of A+ content: Basic, Premium, and Brand Story, and Premium adds video, interactive hotspots, and shoppable carousels.

• Comparison charts and a Brand Story keep shoppers inside your catalog when they would otherwise go back to search.

• Amazon can take up to seven business days to review A+ content, so holiday changes have to be submitted in the first half of November.

What is Amazon A+ content?

Amazon A+ content is the section in an Amazon listing’s description area where you can add images and text. It uses modules like image blocks, comparison charts, and a Brand Story. Brand owners can create A+ content for free in the A+ Content Manager. According to Amazon, adding A+ content can boost sales by up to 8% for Basic and 20% for Premium.

A+ content appears in the description area below the bullet points on your product page. Shoppers see it after looking at the image gallery and reading the bullets, usually when they are deciding whether to choose your product or another option.

The Brand Story section is separate and appears in its own "From the brand" carousel above the description area. This is a dedicated spot on the product detail page, separate from your product modules.

No matter what you call it, A+ or Amazon A plus content, this is the part of your listing where you control the layout, the story, and the comparisons. The rest of the page uses a fixed format, but A+ lets you design your own pitch.

Why listing content decides holiday conversion on Amazon

On Amazon, your listing replaces the shelf, the packaging, and the sales associate. That means your content does all the selling. A+ content is the part you set up once, and it keeps working for you every time someone visits.

Ads bring shoppers to your page, but it’s the title, bullet points, images, and A+ content that turn those visits into orders.

That’s why timing matters for CPG brands with big holiday seasons. The content you publish before the rush keeps working for every shopper you attract during the busy period, without increasing your cost per click.

This effect adds up across your whole catalog. If a large brand has 40 top products, each one gets the same boost on its detail page. Even a small increase can make a real difference on the profit and loss statement.

For e-commerce teams, this means A+ content should be a higher priority. It’s tempting to treat listing content as a one-time job and then focus on ads, promotions, and inventory for the holidays.

Holiday traffic is more expensive, so improving your content to convert more visitors is your most cost-effective tool.

What does each part of an Amazon listing do?

Each part of a listing has a clear role. The title helps your product show up in search, the bullets answer common questions, the images build trust, and the A+ modules explain your product and help shoppers choose the right version. If one part tries to do another's job, the page becomes repetitive and shoppers may not find the answers they need.

Next, we'll take a closer look at the title, bullets, and images.

Title

Start with what shoppers look for first: brand, product type, format, and pack size, using simple language. People scanning search results decide quickly if your product matches what they want, so the first words matter most.

Write the title with the shopper in mind first. After that, make sure it includes the keywords needed for search.

Read also: How Amazon SEO Works: The Listing Optimization Playbook for 2026

Bullets

Use each bullet point to answer a specific concern. Explain who the product is for, how it works, what it's made of, what's included, and what customers can expect.

Look at your reviews and customer questions to find common concerns. Put the most frequent one in the first bullet point, since that's the one shoppers will see first.

If two bullet points answer the same question, combine them. This frees up space to address the next concern on your list.

Images

Your main image should encourage shoppers to click, while the other images show the product’s size, texture, how it’s used, and how it compares to others. Make sure any text on your images is big enough to read on a phone. Amazon’s A+ guide also recommends this for module images.

Assign a clear purpose to each image, and avoid repeating bullet points exactly. If shoppers can understand the size, feel, and use of your product just by looking at the images, then your gallery is working well.

What are the different types of A+ content?

Amazon groups A+ content into three types: Basic, Premium, and Brand Story. All three have the same eligibility, and A+ is free for sellers who qualify.

Basic and Premium A+ content appear in the description area for individual products. Brand Story, on the other hand, shows across your entire catalog.

Module options can change, so check A+ Content Manager for the latest choices before you start planning.

Basic A+ content

With Basic A+, you get image and text modules in the description area, along with shoppable product-comparison charts that include an Add to Cart button. According to Amazon, Basic A+ can boost sales by up to 8%.

Amazon’s A+ guide links detailed copy, high-resolution images, and the comparison table module to higher sales.

Start by building the comparison chart. If shoppers can’t tell the difference between your sizes, flavors, or bundles, they may leave. A comparison chart helps them choose the right option.

This module is key to keeping shoppers interested in your products. Compare three to five attributes that matter most to shoppers, and always include your best seller in each chart.

Premium A+ content

Premium A+ offers everything in Basic, plus larger images, videos, interactive hotspots for product features, clickable image or video carousels, Q&A modules, and shoppable content. Amazon reports that well-done Premium A+ can raise sales by up to 20%.

Use the extra space in Premium A+ to show what Basic can’t. Show your product in action with video, or use hotspots to guide shoppers through features they care about.

Before planning a photo or video shoot, check which Premium modules are available to your brand in A+ Content Manager.

Amazon Brand Story

Amazon Brand Story is a separate "From the brand" carousel that shares your brand’s story, values, and mission across all your listings. It can also send shoppers to your Brand Store. One Brand Story can be used for many ASINs (Amazon Standard Identification Numbers).

Create your Brand Story once for your entire catalog. Start with what your brand stands for and finish by showing your full range, so shoppers who come for one product see everything you offer.

The Benefits of Amazon A+ Content

Amazon A+ content turns traffic you already have into more sales, fewer returns, and more cross-selling.

• More sales from the same traffic: A+ converts sessions you already pay for, from ads and organic search alike.

• Fewer returns and negative reviews: Amazon's Complete Guide to A+ Content for Brand Owners says answering questions up front "can lead to fewer returns and fewer negative customer reviews."

• Cross-selling inside your range: Shoppable comparison charts let shoppers add the right variant without leaving the page.

• A brand on every detail page: Brand Story repeats your brand across the catalog and links to your Brand Store.

• Testable once live: Published A+ and Brand Story can be A/B tested in “Manage Your Experiments”, Amazon's listing testing tool.

A shopper who finds the right size or flavor in your chart adds it to cart from your page, and the sale stays with your brand.

A+ works on every visit, so each of these benefits grows with your traffic.

How to use A+ Content?

To create A+ content in Seller Central, follow five steps from logging in to submitting your work. Before you begin, make sure you have your copy, images, and target products ready.

1. Log in to Seller Central

Sign in to Seller Central using a Professional selling plan, as Amazon requires this for A+ content.

Make sure you are logged into the account that owns the brand’s listings. This way, you can apply content to those ASINs. If your team manages multiple seller accounts, check which account owns each brand before you start.

2. Enroll in Brand Registry

If you own the brand, enroll it in Brand Registry. If you work for a brand that is already enrolled, ask the rights owner or an administrator to give you the Brand Representative or Reseller role.

You need to have the right role assigned to the brand before you can apply A+ content to its products. Make sure you have access before moving forward, as the rest of the process depends on it.

3. Create or Generate Your Content

In Seller Central, go to Advertising and choose A+ Content Manager. Click Start creating A+ Content, pick the content type (Basic, Premium, or Brand Story), and add your modules.

To use artificial intelligence (AI) to generate content, choose modules with Amazon’s "AI Ready" badge. Click Select content to generate, pick the text and image fields you want to enhance, and then select Generate content.

Next, enter your brand-owned ASIN. This lets Amazon use insights from that ASIN and other top-performing products in your category.

Review and edit each generated line to make sure it’s accurate and matches your brand’s voice. Amazon will review your submission, and shoppers will see it as your brand’s message.

4. Apply ASINs

Click Apply ASINs, choose your products, and then select “Apply Content”. Remember, Amazon only allows A+ content for brand-owned ASINs.

Group ASINs that share a story, like a product line or size range, under one content document. Give your main SKUs their own document.

5. Select Review & Submit

Click “Review & Submit”. After approval, your A+ content will show up on the matching detail pages in your chosen language. You can check its status anytime in A+ Content Manager.

The review process can take time, and during the holidays, you'll have less time to fix rejections. 

When should you publish A+ changes before Black Friday?

Amazon says review can take up to seven business days, longer during high volume, and approved content can take up to 24 hours to publish.

Here's how the dates work out in an example:

• Submit: Tuesday, November 10.

• Review complete: Thursday, November 19, seven business days later.

• Live: Friday, November 20, within 24 hours of approval.

• Black Friday: Friday, November 27, with Cyber Monday on November 30.

A rejection after November 10 leaves little time to fix and resubmit, and resubmissions go back through the same review window.

If you can't get the whole catalog in by then, prioritize. Submit A+ first for the products that will take the most holiday traffic, starting with your hero SKUs and the bundles or gift sets you plan to advertise, then work down the range.

Refresh your Brand Story in the same batch. One update reaches every listing it applies to, making it the fastest way to bring a large catalog up to date before the rush.

Keep prices, deal language, and dates out of A+, because it stays live long after the event. Promotions belong in deals, coupons and ads, which you can switch on and off around the holiday.

Hold every A/B test until January. Amazon recommends 8 to 10 weeks for a fixed-length test in “Manage Your Experiments”, and holiday traffic distorts the read.

Amazon A+ content success stories

These two brands used A+ content in different ways. Brami used it to stand out in a crowded category, while Everlane used it to support a premium brand across many products. For both, A+ was just one part of a bigger update that included listings, storefronts, and media.

Brami used A+ to take on category incumbents

Source: Brami's brand page on Amazon

Brami joined a tough snack category with many established brands and expanded from lupini beans into pasta. Darkroom helped by rebuilding Brami’s Amazon presence, starting with the listings.

They changed the titles to highlight pack size and product format first. The A+ content explained the product story, and comparison charts showed how Brami compared to other brands in the category.

The new storefront included video, and Vine reviews helped new pasta products gain social proof. At the same time, targeted ad campaigns supported the updated listings.

As a result of the full program, conversion rates rose 25%, and Amazon sales increased 41%. These gains came from the entire rebuild, including ads, with A+ content as one key part.

Everlane built Brand Story and A+ templates for 87 ASINs

Source: Everlane's product pages on Amazon

Everlane wanted its Amazon presence to match the visual quality of its own website. Darkroom created Brand Story modules, A+ content templates, and category layouts that brought Everlane’s design style to every listing.

The men’s and women’s ranges each had their own image systems, covering 87 ASINs. Templates made scaling possible, since every new product launched with branded content and only the details changed. This consistency is important for a premium brand competing with basic products in search results.

Everlane’s Amazon revenue grew from $78,312 in January 2026 to $174,326 in March 2026, which is a 123% increase. Like Brami, this growth came from the complete update to listings, storefront, and media.

Get your listings holiday-ready with Darkroom

Amazon A+ content helps in three main ways. Titles, bullet points, and images do the work of a store shelf, while A+ content tells your brand’s story. Comparison charts and a Brand Story keep shoppers interested in your products.

Because of Amazon’s review process, you need to submit holiday updates by mid-November.

Darkroom creates listing content, A+ pages, and storefronts as part of your Amazon P&L, testing creative ideas to see what converts best. Our team handles marketplace strategy, creative, Sponsored Ads, and operations together, so your titles, images, A+ content, and storefront are planned with your ad spend in mind.

In your first month, you’ll receive a complete Amazon audit and a 90-day revenue plan.

Begin with a 30-minute session with a senior marketplace strategist to review your catalog. Bring your top ASINs, and you’ll walk away with two or three actions that can improve your Amazon P&L before the holiday season.\

Get your free Amazon audit

Frequently asked questions

Does A+ content help Amazon search rankings?

Amazon does not list A+ content as a search ranking input, so plan it as a conversion tool. Put the terms shoppers search for in the title, bullets and backend search terms, and use A+ modules to answer questions and compare your range. Then judge A+ by the listing's conversion rate before and after it goes live.

Is Amazon A+ content free?

Yes. Amazon says A+ content is free for sellers who meet its eligibility requirements: a Professional selling account and a Brand Representative or Reseller role on a brand enrolled in Brand Registry. The Professional plan costs $39.99 a month plus selling fees, so the real cost of A+ is design and copy time.

Can generic or unbranded products have A+ content?

Yes. Amazon's A+ page lists generic products in your catalog as eligible, alongside brands enrolled in Brand Registry, and A+ can only be applied to ASINs you own. You still need a Professional selling account. For a branded CPG catalog, enroll the brand in Brand Registry first, since a Brand Story only works for a brand.

Can you edit A+ content after it is published?

Yes. Edit the content document in A+ Content Manager and submit it again. Every edit goes back through Amazon's review, which can take up to seven business days and longer during busy periods. That's why holiday edits need to go in early, and why the approved version should stay live through Cyber Monday.

What is the difference between A+ content and an Amazon Brand Store?

A+ content sits on a single product detail page and helps a shopper decide on that product. A Brand Store is a multi-page storefront with its own Amazon address where shoppers browse your whole catalog. The two connect through the Brand Story module, which appears on detail pages and can send shoppers to your Brand Store.