Amazon Premium A+ Content: Features, Requirements and Is It Worth It?

Standard A+ Content already helps brands tell a richer story below the bullets. Premium A+ Content takes it further, with full-width video, interactive hotspots, image carousels and Q&A modules that turn the bottom of your detail page into something closer to a brand website. For the right products, that can mean more engaged shoppers and better conversion. But Premium A+ is not available to every brand, and it takes more work to do well. This guide explains what Premium A+ Content is, what it includes, how eligibility generally works and whether it is worth the effort for your brand.

What Is Amazon Premium A+ Content?

Premium A+ Content is an upgraded version of Amazon's A+ Content for brand-registered sellers. It uses larger, more visual and more interactive modules than basic A+. Where standard A+ is mostly images and text blocks, Premium A+ can include video, clickable hotspots, carousels and expanded comparison charts — all designed to keep shoppers engaged and answer their questions without leaving the page.

If you are new to A+ Content in general, start with our A+ Content guide to understand the basics first.

Premium A+ vs Basic A+ Content

• Layout: Basic A+ uses standard-width modules; Premium A+ uses larger, full-width modules that feel more immersive.
• Media: Basic A+ is image and text based; Premium A+ adds video modules.
• Interactivity: Premium A+ offers hotspots, carousels and Q&A modules that shoppers can click and explore.
• Comparison charts: Premium A+ generally allows more detailed comparison charts across more products.
• Access: Basic A+ is available to brand-registered sellers; Premium A+ has additional eligibility requirements.

Key Premium A+ Modules

Video Modules

Full-width video lets you show your product in action, explain how it works or tell your brand story. Keep videos short, focused on benefits and understandable without sound.

Interactive Hotspots

Hotspots let shoppers hover over or tap parts of an image to reveal details — ideal for products with several features, such as backpacks, furniture or electronics.

Image Carousels

Carousels let you show multiple slides in one module — different use cases, colors, steps or lifestyle scenes — without making the page endlessly long.

Q&A Modules

Answer the questions shoppers ask most often directly on the page. This handles objections before they become returns or lost sales, and gives Amazon's AI shopping tools clear answers to work with. See our guide on optimizing for Amazon Rufus AI.

Comparison Charts

Expanded comparison charts help shoppers choose between your products instead of leaving to compare with competitors — a powerful way to keep sales inside your brand.

Who Is Eligible for Premium A+?

Eligibility is set by Amazon and has changed over time. In general, you need to be enrolled in Amazon Brand Registry, and Amazon has tied Premium A+ access to brand-level requirements such as having an active Brand Story and meeting conditions around approved A+ Content. Because the criteria can change, check the A+ Content Manager in Seller Central to see whether Premium A+ is available for your brand and what you need to unlock it.

Is Premium A+ Content Worth It?

For many brands, yes — but only if it is done well. Premium A+ gives you more space and better tools to explain your product, but a weak design with blurry images or generic copy will not convert better just because it is bigger.

Premium A+ tends to be most valuable for:

• Higher-priced products where shoppers research carefully before buying
• Products with many features that benefit from hotspots and video
• Brands with several related products that can use comparison charts to cross-sell
• Products that need demonstration, like tools, gadgets or fitness equipment
• Brands focused on long-term brand building, not just one-off sales

For simple, low-priced products, a well-designed basic A+ layout may already do most of the work.

Best Practices for Premium A+ Design

• Design for mobile first: Most shoppers will see your content on a phone. Text must be readable on a small screen.
• Lead with benefits: The first module should answer "why this product?" in seconds.
• Tell a story in order: Problem, solution, features, proof, comparison.
• Keep branding consistent with your images and Brand Store.
• Include real text where possible: Do not bury every important claim inside images.
• Follow Amazon's content guidelines: Avoid pricing, promotional language, unsupported claims and review quotes that A+ policies prohibit.

For layout ideas that work in both basic and Premium A+, see our A+ Content design guide.

How to Plan Your Premium A+ Layout

Before designing anything, map out what each module needs to achieve. A clear plan keeps the page focused and makes design, photography and video work much faster.

• Module 1 – Hero: A full-width image or video that shows the product and its single biggest benefit.
• Module 2 – The problem it solves: Show the frustration your customer has before they find you.
• Module 3 – Features with hotspots: Let shoppers explore the details that matter most.
• Module 4 – In use: A carousel of real-life scenes, use cases or step-by-step instructions.
• Module 5 – Q&A: Answer the top questions from reviews, buyer messages and customer questions.
• Module 6 – Comparison chart: Help shoppers choose the right product in your range.

Gather your raw material early: the most common customer questions, the strongest benefits, your best lifestyle photos and any short product videos. Brands that already have professional imagery from their main listing can often reuse and extend it, keeping the whole detail page consistent. If you need new visuals, plan photography and A+ design together so every image is shot with its final module in mind.

Finally, remember that Premium A+ is not a one-time project. Refresh it when you launch new products, update packaging or learn new objections from reviews. The best-performing A+ pages evolve with the brand.

How to Measure Results

Track conversion rate (Unit Session Percentage) for the affected ASINs before and after publishing, and compare against similar products that did not change. Where available, use Amazon's A/B testing tools (Manage Your Experiments) to test different A+ versions directly. Give each test enough time and traffic to produce a clear result.

Frequently Asked Questions

Does Premium A+ Content cost money?

Amazon's pricing and access policies for Premium A+ have changed over time, so check Seller Central for the current terms. The bigger cost for most brands is creating the design, photography and video needed to use it well.

Does A+ Content help SEO?

A+ Content's main impact is on conversion. Better conversion supports sales velocity, which helps ranking over time. Do not rely on A+ text for keyword indexing — put important keywords in your title, bullets and backend terms.

Can I switch back to basic A+?

Yes. You can create and publish different A+ Content versions for your ASINs through A+ Content Manager.

Do I need video to use Premium A+?

Video is one of the most powerful Premium A+ features, but it is not the only one. Hotspots, carousels, Q&A modules and comparison charts can all add value on their own. If you do not have video yet, start with strong images and add video later.

How long does A+ approval take?

Amazon reviews A+ submissions before they go live. Approval often takes a few days, and content that breaks the guidelines will be rejected and need to be resubmitted.

Final Thoughts

Premium A+ Content gives brands the tools to create an immersive, interactive shopping experience right on Amazon. If you are eligible and your products benefit from rich storytelling, it can be one of the most effective upgrades you make — as long as the design, imagery and copy are strong enough to use the extra space well.

SellerTune's A+ Content design team builds basic and Premium A+ layouts that convert. Get your free Amazon audit.