Amazon A+ content guidelines are the rules Amazon applies when it reviews the images and text you add below a product’s bullet points. Break one and the whole submission comes back “Not Approved”. The core rules are short: no prices, promotions or shipping details; no “best-selling” or “top-rated” claims; no warranty or guarantee text; no contact details, links or QR codes; no competitor comparisons; and no low-resolution or animated images. Review can take up to seven business days, so every rejection costs you a week.
I’ve laid this out the way a designer works: eligibility first, then the rules with rejected and approved examples side by side, then images, module limits, and a checklist to run before you submit.
Who can create A+ Content
You need a Professional selling account and either a Brand Representative or Reseller role for a brand enrolled in Brand Registry, or generic products in your catalog. Amazon charges nothing for it when you meet those requirements.
That generic-products route surprises people. If you sell unbranded goods, A+ is open to you. Our guide on whether you can sell on Amazon without Brand Registry covers what else is.
Amazon A+ content guidelines, with examples
Amazon’s public A+ design guide lists what you cannot include. The table pairs each rule with a line that would be rejected and a rewrite that keeps the selling point.
| Rule | Rejected | Approved rewrite |
|---|---|---|
| No “best-selling” or “top-rated” claims | “Our best-selling blender” | “Blends frozen fruit in 30 seconds” |
| No warranty or guarantee text | “Lifetime guarantee, no questions asked” | “Stainless steel blades built for daily use” |
| No pricing or promotions | “Save 20% this week” | Nothing. Price lives in the buy box |
| No shipping details | “Ships free in 2 days” | Nothing. Delivery shows on the page already |
| No contact info, links or QR codes | “Visit our site for recipes” | “Recipe ideas included in the box” (if true) |
| No competitor references | “Twice as powerful as Brand X” | “1,200-watt motor” |
| Awards need proof | “Award-winning design” | The award’s full name, the certifying body and the year |
Amazon’s KDP rules for A+ add three more that I’d apply to seller content too, since they reflect the same review standard: no customer reviews or quotes, no time-sensitive words such as “new”, “latest” or “on sale now”, and nothing that mimics Amazon’s logos.
My rule of thumb: if a line would go stale, needs a footnote, or talks about anything other than the product itself, cut it. The rewrite is almost always a specific feature.
Image rules
Images carry most of the weight in A+, and they fail review for avoidable reasons.
- Resolution: no low-resolution, blurry or watermarked images, and no animated files.
- File size: Amazon’s design guide says images should be no larger than 2 MB.
- Text inside images: keep it short. Amazon asks you to limit embedded text, and its UK guide says brand text in images should be large enough to read on a phone. When you put a paragraph inside an image, shoppers on mobile cannot read it and search cannot index it.
- Module sizes: common standard modules use 970 x 300 pixels for a full-width banner and 300 x 300 for single images and three-image rows. Our Amazon A+ content sizes guide lists every module.
In practice I’d design every module for a phone screen first. Most shoppers will see it there.
Basic vs Premium A+ limits
| Basic A+ | Premium A+ | |
|---|---|---|
| Modules per ASIN | Up to 5 | Up to 7 |
| Extras | Standard image and text modules | Larger images, video, hotspots, carousels, Q&A modules, shoppable content |
| Who gets it | Eligible sellers | Registered brands that meet Amazon’s criteria |
Amazon does not publish a fixed list of Premium criteria; it says registered brands that “meet certain criteria” qualify and to log in to check eligibility. Older forum announcements named specific thresholds, but they have changed over time, so I wouldn’t rely on any number you read in a third-party guide. Our comparison of A+ vs Premium A+ content goes deeper.
Brand Story is separate from the modules. It appears under the heading “From the brand” on your detail pages and can link shoppers toward your Brand Store. I’d set it up once and reuse it across the catalog.
How review works
- Submit. Your content goes into Amazon’s review queue.
- Wait. Review can take up to seven business days, longer at busy times.
- If “Not Approved”: open the content with Edit to see the rejection reasons, fix them, and resubmit.
- If approved: it can take up to 24 hours to appear on the page.
Because one bad line sends the whole project back, I’d rather submit a clean, slightly plainer version first and add more ambitious modules once it’s live.
Pre-submission checklist
Run this before every submission:
- No prices, discounts, coupons, shipping or delivery promises.
- No “best-selling”, “top-rated”, “#1” or similar claims.
- No warranty or guarantee wording in text.
- No reviews, star ratings or customer quotes.
- No “new”, “latest”, “now” or other time-sensitive words.
- No URLs, emails, phone numbers or QR codes.
- No competitor names or comparisons with other brands.
- Every award or endorsement names the certifying body and the year.
- Images are sharp, unanimated, under 2 MB, and readable on a phone.
- Embedded text in images is short.
Ten checks. Five minutes. A week saved.
Is A+ worth the effort?
Amazon says Basic A+ can increase sales by up to 8%, and well-implemented Premium A+ by up to 20%. Those are Amazon’s own “up to” figures, so treat them as a ceiling rather than an expectation. Honestly, the bigger value is often simpler: A+ answers the questions that otherwise turn into returns or one-star reviews. For layout ideas, see our Amazon A+ content examples.
If you’d rather have it designed and submitted for you, that’s our A+ content design and optimization service.
FAQ
What is not allowed in Amazon A+ content?
Pricing, promotions and shipping details; “best-selling” or “top-rated” claims; warranty or guarantee text; contact details, links and QR codes; competitor comparisons; and low-resolution or animated images. Amazon’s KDP rules also exclude customer reviews and time-sensitive words like “new”.
How long does Amazon take to approve A+ content?
Up to seven business days, sometimes longer in busy periods. After approval it can take up to 24 hours to show on the detail page.
Do I need Brand Registry for A+ content?
Not always. You need a Professional account plus either a Brand Registry role or generic products in your catalog.
How many modules can I use?
Up to five with Basic A+ and up to seven with Premium A+, per ASIN.
Can I put text in A+ images?
Yes, but keep it short and readable on mobile. Amazon asks sellers to limit embedded text.
Why was my A+ content rejected?
Open it with Edit in the A+ manager to see Amazon’s stated reasons. The usual culprits are claims (“best”, “#1”), guarantee wording, promotional or shipping language, and image quality.
Last updated: October 4, 2026. Amazon’s Seller Central A+ guidelines page requires a login; this guide relies on Amazon’s public pages. Confirm the current rules in Seller Central before submitting. Sources: Amazon, A+ Content; Amazon, A+ Content design guide; Amazon KDP, A+ Content guidelines; Amazon, Standard A+ module templates (PDF); Amazon, Complete guide to A+ (UK, PDF).
