Amazon A+ Content is a free feature that allows brand owners to replace basic product descriptions with images, videos, comparison charts, and formatted text. To use it on Amazon.in, you need a professional selling account and a valid Brand Registry registration for your brand. You create it within the A+ Content Manager in Seller Central and submit it; Amazon then reviews it before it goes live. Mentions of prices, offers, guarantees, review quotes, and competitor names are common reasons for rejection. Below, you will find information on eligibility, what Amazon permits, and how to create A+ Content.
What Is A+ Content on Amazon?
A+ Content is an enhanced description section on the product detail page, located below the bullet points. Amazon India describes it as a way to replace the standard description of a branded ASIN with rich text and embedded video. An ASIN is the unique ID Amazon assigns to every product listing. Within A+ Content, you can add technical specifications, comparison charts, setup images, and brand story sections. You can also conduct A/B testing on different versions using Amazon's "Manage Your Experiments" tool. Old guides refer to it as Enhanced Brand Content, which is its former name.
Amazon A+ Content Eligibility
You require a 'Professional Selling Plan' and approval as a brand owner via 'Amazon Brand Registry'; you can add 'A+ Content' only for products within your approved brand catalog. In short, the following three conditions must be met:
- You sell using a 'Professional Seller Account'.
- You have been approved as a brand owner through 'Amazon Brand Registry'.
- The ASIN is part of your approved brand catalog.
Emerging brands approved for programs like 'Launchpad' and 'Amazon Exclusives' can also use this feature. An agency or another seller can create this for you only with the brand owner's permission, whereas sellers who sell goods to Amazon (vendors) use 'Vendor Central' instead. There is no direct cost for this feature. 'Brand Registry' has its own eligibility criteria (which generally include having a trademark), so please check Amazon India's current guidelines before applying.
Basic A+ Content vs Premium A+ Content
Premium A+ content, sometimes called A++, gives brands a wider canvas and more interactive modules.
| Basic A+ | Premium A+ | |
|---|---|---|
| Who can use it? | Brand-registered sellers | Qualifying brand owners, enrolled monthly |
| Maximum content width | 970 pixels | 1,464 pixels |
| Access | Available once Brand Registry is approved | Needs a published Brand Story on all your brand’s ASINs plus enough approved A+ projects in the past 12 months |
The width figures come from an agency comparison of the two tiers. Most guides and Amazon forum posts say the requirement is 15 approved projects in 12 months. One Amazon Support email quoted in the seller forum says five. Because the figures conflict, check the banner in your A+ Content Manager for your account’s current requirement.
Amazon A+ Content Guidelines
Amazon moderators review every submission, and most rejections come from wording rather than design. Avoid these:
- Prices, discounts or promotional words such as “free”, “bonus” or “cheap”. Amazon India lists these as restricted.
- Links that send shoppers outside Amazon. Amazon India also lists these as restricted.
- Competitor names or comparisons. Comparison charts can only compare against your own brand’s other products.
- Warranty or guarantee claims, and unproven claims such as “best” or “#1”. Amazon also restricts these.
- >Customer reviews
- Blurry or low-quality images, and spelling or grammar errors. Amazon India calls these out directly
- Seller or distributor references and time-sensitive information, such as seasonal offers. Both are restricted.
Write a copy as live text inside Seller Central modules rather than embedding it in images, so it shows on every device. Amazon can update its rules, so read the current A+ Content guidelines in Seller Central before you submit. Repeated violations can delay later approvals.
How to Create A+ Content on Amazon?
Amazon India outlines the following process.
Log in to Seller Central and confirm your brand is registered.
- Go to Advertising and open A+ Content Manager.
- Click Start creating A+ Content.
- Choose a route. With Self-service modules, you enter the ASIN and build the layout yourself. With Amazon builds for you, you upload text and images.
- Add your images and copy, then check the preview.
- Click finish and submit. Amazon reviews the content before publishing. One agency reports reviews can take up to seven days, so check the status in A+ Content Manager.
Menu names can change, so treat Seller Central as the final reference.
Plan the content before opening the tool, and lead with the questions buyers ask most. For a steel water bottle, that could be capacity, insulation and lid design. A sensible layout would be a lifestyle image showing the capacity, close-ups of the lid and insulation, and a comparison chart of your own 500 ml, 750 ml and 1 litre versions. This is an example layout, not a tested result.
Prepare Images Before You Upload
Low-quality images are a stated cause of rejection, so clean them first. Sellers with large catalogues can remove and replace backgrounds in bulk with a tool such as Barmeto’s Background Remover before placing photos in modules. Then match each image to the size shown for that module in A+ Content Manager.
Common A+ Content Mistakes
- Writing like an advertisement. Amazon India advises short, precise content built around the product’s main selling point.
- Neglecting the title and bullets, which sit above A+ content. Barmeto’s Auto Listing can draft the title, description and keywords for that part.
- Never testing. Manage Your Experiments lets you compare two versions.
Does A+ Content Increase Sales?
In a post published in March 2022, Amazon India stated that A+ Content drives an average sales increase of 5.6%. Results vary based on category and listing quality. Amazon has not confirmed that A+ Content directly alters search rankings.
