What Makes Premium A++ Content Better than A+ Content?

Cassandra Shaffer

April 28, 2021

Long gone are the days when Amazon listings were limited to a simple product description, five bullet points, and eight pictures. As the platform, and number of sellers, has grown, sellers have had to be more and more strategic and eye-catching to boost the chance of sales on their listings.

It’s no surprise that Amazon is often leading the pack when it comes to improving the buying experience for its customers. Understandably, they are also invested in simplifying the experience for Vendors and Sellers. Sometimes this means combining similar features (for example, Amazon’s recent merging of Enhanced Brand Content (EBC) and A+ Content), and sometimes it means making features like Premium A+ Content available to more (but not all) Vendors on the platform.

Brands on Amazon have plenty of attractive options available to design their Amazon storefront, which reside in two of Amazon’s content tools: A+ Content and Premium A+ Content (also known as A++ Content).

What is Amazon A+ Content?

Amazon A+ Content is a standard feature available to all Amazon Sellers, that allows for a visually engaging ASIN detail page. With A+ Content, a product listing can have more than a plain text description and standard photo reel, it can include high quality multimedia photos and videos alongside eye-catching information to share the product story, and not just the product appearance.

Some noteworthy features that Amazon A+ offers are:

  • Multiple, varied images of a product
  • Strategically concise introduction
  • Video
  • Bullet points
  • 360° product views
  • Matrix comparison charts
  • “What’s in the box” section

Who can create A+ Content? How much does it cost?

Amazon A+ Content is free as one of the many benefits of Amazon Brand Registry. All registered sellers have access to Amazon A+ pages in Seller Central. However, A+ Content can only be added to products by a business if they are the only seller of that product on Amazon. A+ Content can then be submitted to Amazon for approval and publishing.

While the technical cost is free, keep in mind there may be a business cost associated with creating, uploading, and continually optimizing A+ Content on Amazon, but this cost can be well worth the time when it drives increased revenue.

Why Amazon A+ Content?

Optimizing your Amazon listing with A+ Content can provide the best opportunity to answer common-concerns, demo any confusing product features, and build a strong reputation for better brand-recognition and customer affinity. All of this added content isn’t just fluff either. Providing the right information to customers on a listing can increase SEO relevance, giving better visibility with a wider audience; increase customer purchase confidence, driving up conversion numbers; and help customers truly understand the product before buying, decreasing return rates.

While there is no confirmation that information and imagery in Amazon A+ Content are indexed for Amazon searches, Amazon A+ Content is indexed by Google and can appear in Google Search Results.

What is Premium A+ Content?

Amazon Premium A+ Content, or Amazon A++ Content, is an exclusive tool that goes a level beyond basic A+ Content, giving brands the ability to showcase their product’s most important features and benefits with a modern, visually appealing structure. (Because Premium A+ Content and Amazon A++ Content are the same thing, we will use them interchangeably for the rest of this article.)

With Premium A+ content, a brand visually communicates using imagery and video, and relies much less on text due to strict character limits for product descriptions.

Amazon A++ increases the total number of modules brands can use from five to seven. For the first time ever, A++ expands the usable real estate of the page, using the entire width of the screen for a sophisticated and modern feel.

Premium A++ Content on Amazon can help your product images stand out and tell a compelling story about your brand.

Premium A+ also gives brands the ability to embed videos either as a full screen video in the product description or as one that appears alongside text. It also uses multimedia in fresh new ways—allowing users to create modules that respond when hovering over features, clickable question and answer sections, and improved comparison charts that allow shoppers to compare two similar products head to head.

Some noteworthy features that Premium A+ offers are:

  • Video
  • Full-width imagery
  • More space
  • Clickable Q&A
  • Interactive comparison charts
  • Carousel modules
  • Mobile-friendly and voice-friendly product pages
  • Testimonials, and more

With Premium A++ Content, Amazon Sellers have more content options like product comparisons.

Who can create Premium A+ Content? How much does it cost?

Currently Premium A+, or A++, Content is available only by invite for brands using Vendor Central. Premium A+ can cost anywhere from $250K and $500K per product. Generally Premium A+ is used by larger brands.

What are the differences between Amazon A+ and A++ Content?

Although their names and purposes are similar, there are some key differences between A++ Content and A+ Content, and the pros and cons for each tool.

This table displays the main differences between A+ Content and Premium A++ Content on Amazon.

Basic Amazon A+ Content


  • Free and unlimited use for all Vendors.
  • An effective tool to enhance customer experience and product listings.


  • Less features than Premium A+.
  • It's not as visually appealing as Premium A+.

Premium A+ Content, or A++ Content


  • There are 16 extra modules to choose from that are media-rich and make an impact.
  • You have two more available module slots than Basic Amazon A+.
  • Overall, there are more possibilities for hyper-engaging content.
  • You can expect a conversion rate increase of up to 15% with Premium A+, according to Amazon.


  • Amazon has clearly positioned Premium A+ content as an exclusive tool, and as such is available on an invite-only basis.

  • The price for A++ is negotiated between Amazon and individual brands, and lands between $250K and $500K.

  • Character limit restrictions are more strict than Basic Amazon A+.

Ultimately, both of these tools exist to help you and your brand provide customers the best online shopping experience possible. Although Premium A+ offers plenty of exciting new options for enhancing customers’ buying experience, it may not be for everyone. If you have a product that requires detailed, technical explanation, it may be best to stick with Basic A+.

How to get started with Basic Amazon A+ Content

First of all, to use A+ Content in your listings you must be:

  • A professional seller
  • Recognized as the product’s brand owner through Amazon Brand Registry, or
  • An “emerging brand owner” currently working with programs like Amazon Launchpad or Amazon Exclusives

If you meet one of those qualifications, you can get started by logging into your Vendor or Seller Central account, go to the 'Merchandising' or ‘Advertising’ menus and choose ‘A+ Detail Pages’ or 'A+ Content Manager.' From that point, you’ll be able to select one of two options: the Self Service module, which lets you select and build out your ASIN’s listing, or Amazon Builds For You, which only requires you to upload images and text, and Amazon will take care of the rest.

Get started on Basic A+ Content by filling in the various modules that Amazon gives you. Amazon A+ Content is a great way to make your content convert customers online.

How to get started with Premium A+ Content

Amazon’s A++ Content tool was first introduced in 2016, but it was only exclusive to big name brands like Sony, Dove, and others. Although it is less exclusive now, this feature is still only available on an invite-only basis.

A+ Content and A++ Content with Pattern

Whichever content tool ends up being the best fit for your brand, you’ll want to make the most of it. Our creative and digital marketing experts at Pattern can help brands use A+ Content and A++ Content to increase conversions and give buyers an amazing experience. Contact one of our Amazon experts or request a demo to learn how Pattern can help you increase conversions on Amazon.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)