Premium A+ vs Standard A+ Content: Which One Your Brand Actually Needs

What you get with Standard A+

Standard A+ Content replaces the plain product description with modular blocks: image headers, image-and-text rows, comparison charts and a text table. Images sit at fixed sizes — 970 × 600 px for the header, 300 × 300 px for the common three- and four-image modules — and each file stays under 2 MB. No video, no interaction, but it is free and available to every brand-registered seller.

Amazon has publicly described A+ Content as being able to lift sales by around 8% on average. Treat that as a benchmark rather than a promise: the lift comes from answering the questions that stop a purchase, not from the modules themselves.

What Premium A+ adds

• Near full-width imagery, so visuals stop competing with the page margins.
• Embedded video inside the description, where most buyers are already scrolling.
• Interactive hotspots on an image, for callouts that would otherwise need their own module.
• Image and video carousels, Q&A modules and a richer comparison chart.
• More modules per page, so a technical product can actually be explained.

Amazon quotes a higher benchmark for Premium — up to roughly 20% — and the pages simply feel closer to a brand site than a marketplace listing.

Who can use Premium A+

Premium used to be an invite-only, paid tier. It is now available at no extra cost to brands that meet Amazon’s criteria, which currently means being brand registered, having published a Brand Story on your brand-owned listings, and having a track record of approved A+ content over the past year. The exact thresholds shift, so check the A+ Content manager in your account rather than trusting a blog post — including this one.

So which one do you need?

Standard A+ is enough when

• You are launching, and the priority is getting a complete, clear detail page live this week.
• The product is simple and three to four visual sections genuinely cover it.
• Your budget is better spent on the main gallery first — that is what wins the click before anyone scrolls to A+.

Premium A+ pays off when

• The product needs demonstrating rather than describing: assembly, motion, before-and-after, anything a still image argues about.
• You sell a range and shoppers need to pick the right model — the enhanced comparison chart does real work here.
• Your price sits above the category average and the page has to carry the brand.
• You are already running paid traffic to the listing, where a small conversion gain compounds quickly.

The mistake both tiers share

Most underperforming A+ we audit has the same problem: it repeats the bullet points in bigger type. A+ should pick up where the gallery stops — materials and construction, sizing and fit, the objection your reviews keep raising, the comparison that stops a shopper going back to search. If a module does not answer a question, it is decoration.

Practical notes before you build

• Design to the module size, do not upscale: 970 × 600 px headers, 300 × 300 px for standard image rows, under 2 MB each.
• Text inside an image is not indexed and cannot be read by a screen reader, so keep the important claims in the module text fields too.
• Most A+ traffic is mobile. Read every module at phone width before you submit.
• Keep a version of each module without seasonal pricing or claims, so you are not rebuilding every quarter.

Module sizes for every common layout are listed on our image guidelines cheat sheet, and you can see how we build them on the A+ Content service page.