Standard vs Premium A+ Content
A+ Content is the image-led section below the bullet points, available to brand owners enrolled in Amazon Brand Registry. Standard A+ is what most sellers use. Premium A+ adds width, more modules and interactive features. Here's how they differ, and when Premium is worth the extra work.
The differences side by side
| Standard A+ | Premium A+ | |
|---|---|---|
| Who can use it | Brand owners enrolled in Amazon Brand Registry | Brand owners Amazon has made eligible; it appears in A+ Content Manager when you are |
| Modules | Up to 5 | Up to 7 |
| Layout | Standard width (header image 970 × 600 px) | Full width (full-width image 1464 × 600 px) |
| Interactive features | Static images, text and comparison charts | Adds video, image carousels, hotspots and interactive comparison charts |
| Best for | Every Brand Registry seller | Brands with a story to tell, video assets, or a product that needs explaining |
The exact pixel size for every image slot is shown beside the slot in A+ Content Manager. Build to those numbers, not to a template you found online.
Who can use Premium A+?
Amazon decides. Its eligibility rules for Premium A+ have changed several times, and published thresholds go out of date quickly. The reliable check is simple: open A+ Content Manager. If Premium modules are offered when you start a new page, you're eligible.
Brand Story is separate from both. It's the swipeable brand carousel that sits above A+ Content, and it's available to Brand Registry owners. If you sell more than one product, Brand Story is the cheapest cross-sell you'll build.
Is Premium worth it?
Premium earns its keep when the product needs explaining. A supplement with seven ingredients, a gadget with a setup process, a range where buyers need to compare models: these benefit from video, carousels and hotspots. Space to explain is what Premium buys.
For a simple product with one clear benefit, a well-built Standard page does most of the selling. A Premium page filled with your listing images repeated at a larger size is still a weak page.
The tier matters less than the order of the argument.
What to put in the modules, in order
A shopper who reaches A+ Content has already seen your images and is still deciding. Answer their questions in the order they ask them:
What is it?
A brand-led header that restates the main benefit in one line.
Will it work for me?
How it works, who it's for, the use case they're picturing.
Why this one?
A comparison chart against your own range or against generic alternatives.
Can I trust it?
Materials, certifications, guarantees and the brand behind it.
Design for the phone first
Most Amazon shoppers browse on mobile, where A+ modules stack into a single column. Text baked into images has to be legible on a phone screen: big type, short lines, one idea per module. Fill in the image keyword (alt text) fields too. They describe the image for accessibility and help Amazon understand the page.
Frequently asked questions
Standard A+ allows up to 5 standard-width modules with static images, text and comparison charts. Premium A+ allows up to 7 full-width modules and adds video, image carousels, hotspots and interactive comparison charts.
Open A+ Content Manager in Seller Central and start a new page. If Premium modules are offered, your brand is eligible. Amazon sets and changes the eligibility rules, so this is the reliable check.
Amazon doesn't charge a fee to publish A+ Content to eligible brands. The cost is in designing it: more modules, larger images and often video.
The Standard header image with text uses 970 × 600 pixels, and the Premium full-width image uses 1464 × 600 pixels. Every slot shows its required size in A+ Content Manager.
A+ Content's main job is conversion, not ranking. A better conversion rate can support sales and ad performance over time, but A+ should be designed to persuade shoppers, not to hold keywords.