A+ Content and Premium A+ Content are two tiers of enhanced product description on Amazon, both available to brand-registered sellers. Standard A+ gives you image and text modules plus static comparison charts. Premium A+ adds video, interactive hotspots, full-width image banners, text-over-image modules, and comparison tables with live prices and add-to-cart buttons.
One correction to advice still circulating widely: the premium tier is no longer a paid upgrade reserved for large brands. Amazon opened it to merchants meeting qualification criteria rather than billing for it. So the question shifted from “can I afford this” to “do I qualify yet.” I’d say that reframing matters enormously for mid-size brands.
We build enhanced pages for client accounts across both tiers. We tested which modules genuinely shift conversion, and below is what each delivers, how qualification works, and where the effort repays itself.
The two tiers, side by side
| Feature | Standard A+ | Premium A+ |
|---|---|---|
| Cost | Free with Brand Registry | Free once you meet the criteria |
| Image and text modules | Yes | Yes, plus more variety |
| Comparison chart | Static | Interactive, with price and add-to-cart |
| Video | No | Yes, full video modules |
| Interactive hotspots | No | Yes |
| Full-width image banners | No | Yes |
| Text over image | No | Yes |
| Module slots | Standard set | Roughly double |
What Premium A+ adds, module by module
Video modules. The single biggest upgrade here. Full video support (commonly up to roughly three minutes and 200MB) lets you demonstrate rather than describe. For any item whose worth is not obvious in a photograph, this alone justifies the entire tier.
Interactive hotspots. Clickable points revealing feature detail on tap. Strong for multi-feature goods where a bullet list would bore everyone, and unusually effective on mobile, where scrolling fatigue arrives quickly.
Enhanced comparison tables. The lower tier gives you static images with text. Premium tables carry live prices, star ratings, and add-to-cart buttons for as many as seven items. That gap matters more than it sounds. A shopper hops between your variants without leaving the page, which keeps them inside your range instead of back in search results.
Full image banners. Large-format lifestyle photography (roughly 1464 x 600px desktop, 600 x 450px mobile) for storytelling or testimonials. Useful for upmarket positioning. Terribly easy to squander on decorative filler.
Text-over-image modules. Benefit statements laid straight onto photography, which suits the shopper who reads nothing yet examines everything. Most shoppers, frankly.
The lower tier still handles the fundamental job well: swapping plain paragraphs for structured imagery, copy, and a chart. Do not read this list as a verdict against it. A carefully built standard set outperforms a lazy premium one every single time.
Does Premium A+ actually increase sales?
Amazon’s own position holds that the upper tier drives meaningfully more sales, with low double-digit percentages appearing throughout its seller materials. Treat that as the vendor’s claim rather than independent evidence, because that is precisely what it is.
What I can report from our own accounts: the lift arrives through video and the interactive table, never the banners. Those two answer questions and reduce comparison friction. Decorative blocks photograph beautifully in a portfolio and shift almost nothing.
So if you qualify for Premium, prioritize in this order: video first, interactive comparison table second, hotspots third, banners last. That ranking is the practical takeaway of this article.
How to qualify for Premium A+
Requirements have shifted over time, and Amazon states the current criteria in Seller Central, so verify there before planning. The general shape:
- Brand Registry enrollment. Non-negotiable for either tier. Our Brand Registry guide covers enrollment, and IP Accelerator shortens the path if your trademark is still pending.
- A published Brand Story module across your listings.
- A track record of approved standard A+ submissions, typically a handful, none of which have been rejected for policy reasons.
- Good account standing.
Read that list again and notice the implication: qualifying is mostly a matter of doing the lower tier properly first. Publish your Brand Story. Build clean modules across your range. Keep submissions compliant. Eligibility tends to follow. Merchants waiting for an invitation are usually waiting on work they have not done.
Upgrading, practically
- Check eligibility in the A+ Content Manager (Advertising, then A+ Content Manager). Premium modules appear when you qualify.
- Audit what you already have. Most brands have inconsistent A+ across their catalog. Fix the standard tier first.
- Plan the video before building anything else. It is your costliest asset and your highest-value module, so it dictates the schedule. Thirty to sixty seconds of clear demonstration beats a three-minute brand film for conversion. Every time.
- Rebuild your top ASINs first. Not the entire range. Revenue concentration is uneven, and I’d keep your effort equally uneven.
- Measure per ASIN. Watch unit session percentage in your Seller Central reports before and after, and where traffic allows, test properly using Manage Your Experiments rather than trusting a before-and-after glance.
One caution that applies to both tiers: A+ body text indexes weakly. Keep every important keyword in your title, bullets, and backend search terms rather than relying on A+ to carry it. A+ is a conversion tool, not a ranking one.
If design capacity is the bottleneck rather than eligibility, that is what our A+ Content service and listing image work handle.
FAQ
What is the difference between A+ Content and Premium A+ Content?
Standard A+ offers image and text modules with a static comparison chart. Premium A+ adds video modules, interactive hotspots, full-width image banners, text-over-image modules, and comparison tables with live prices and add-to-cart buttons, plus roughly double the module slots.
Is Premium A+ Content free?
It is no longer a paid upgrade. Amazon makes Premium A+ available to brands meeting qualification criteria (Brand Registry, a published Brand Story, a record of approved standard A+ submissions, and good standing) rather than charging a fee. Confirm current criteria in Seller Central.
How do I qualify for Premium A+ Content?
Enroll in Brand Registry, publish a Brand Story module, build several compliant standard A+ submissions without policy rejections, and maintain good account standing. In practice, qualifying is mostly a byproduct of doing standard A+ properly.
Does Premium A+ Content increase sales?
Amazon states it drives additional sales over standard A+, commonly citing low double-digit figures in its own materials. In our client work the lift concentrates in the video and interactive comparison modules rather than in the decorative banners.
Which Premium A+ module is most valuable?
Video, by a clear margin, because it answers questions static images cannot. The interactive comparison table comes second, since it keeps shoppers moving between your own products rather than returning to search.
Does A+ Content help with Amazon SEO?
Only weakly. A+ body text indexes far less reliably than titles, bullets, and backend search terms, so treat A+ as a conversion tool and keep your keyword coverage in the fields that index properly.
Last updated: August 27, 2026. Amazon changes A+ module types, size limits, and Premium eligibility criteria regularly; A+ Content Manager in Seller Central shows what is currently available to your account.
