Clients sometimes come to us assuming A+ Content is a guaranteed conversion lift just because Amazon's own case studies quote impressive average numbers. In our experience managing it across a lot of different product categories, the honest answer is: it depends entirely on what question the module is answering, and for a meaningful number of listings we audit, the existing A+ Content isn't answering any question at all — it's just the bullet points again, in a nicer font, with a lifestyle photo.
Where it reliably moves the needle
A+ Content earns its keep when it resolves genuine uncertainty a shopper has after reading the title, images, and bullets, and still hasn't decided to buy. That uncertainty is almost always one of a few things:
- Sizing and fit — a comparison chart against common reference objects, or a size chart with actual measurements, for anything where "will this fit my situation" is the real objection.
- How it compares to your other products — a comparison table across your own catalog helps a shopper who's landed on the wrong variant self-select into the right one instead of bouncing to a competitor to figure it out.
- Use-case demonstration — showing the product actually being used in the scenario the shopper has in mind, especially for anything where the product's appearance alone doesn't make its function obvious.
In each case, the module is doing something the bullets structurally can't — bullets are read as a scannable list, A+ modules let you build a visual argument that answers a specific "but what about..." a shopper is silently having.
Where it's just decoration
A+ Content that repeats the bullet copy with a stock lifestyle photo behind it isn't adding new information, and shoppers move past it as fast as they'd skim redundant text anywhere else. We see this constantly on private label products in saturated categories where the seller invested in the module because a competitor had one, without a clear idea of what unresolved question it was supposed to answer.
Photography does the heavy lifting more often than design
The design template matters less than the actual photography behind it, which is the part sellers underinvest in relative to how much it affects perceived quality. A well-lit, high-resolution product photo in a well-structured module reads as a more trustworthy brand than a beautifully designed template built around a mediocre photo. When we build out product photography alongside A+ Content design, the photography brief comes first — we know what the module needs to show before we shoot it, rather than designing a template around whatever photos already exist.
The Brand Story module gets skipped and shouldn't
The Brand Story carousel that sits below your main A+ Content is one of the most under-used modules we see, largely because Amazon buries it lower on the page than the standard modules and sellers assume shoppers never scroll that far. For considered purchases — anything above roughly $30, or anything competing partly on trust rather than pure price — the brand story module is where a lot of the "why should I trust this seller specifically" question gets answered, and it's also a natural place to cross-link to other products in your catalog. If you already have a storefront built out, the Brand Story module is one of the easiest places to drive traffic toward it.
How we decide what to build
Before opening a design file, we go through the same audit checklist covered in our listing optimization audit, specifically looking at what objections the current bullets don't fully resolve. That list becomes the module brief. If the bullets are already answering everything a shopper would reasonably ask, we tell clients that plainly instead of selling design work for its own sake — the budget is usually better spent elsewhere in that case.
Not sure whether your current A+ Content is pulling its weight or just decoration? Book a free consultation and send us the ASIN — we'll give you a straight read before recommending anything.