A+ Content that actually converts
A+ replaces the plain description with a visual block below the bullets. It is not a place to repeat the bullets more beautifully — it exists to answer the questions the bullets could not fit.
What each section is for
| Area | Job | Typical failure |
|---|---|---|
| Bullets | Fast scan of the five deciding facts | Vague adjectives instead of numbers |
| A+ block | Depth: material, scale, use case, comparison | Repeating the bullets with bigger fonts |
| Images | Proof: what it looks like in reality | Renders instead of photographs |
Modules worth the space
1. Comparison table
The single highest-value module when you sell more than one product. It keeps the buyer inside your brand instead of sending them to a competitor's comparison. Put your own SKUs in it, not competitors'.
2. Three-image feature strip
One feature per panel, with a one-line caption. Works because it forces you to choose the three things that actually matter, instead of listing nine.
3. Scale / in-context image
A photograph with a hand, a ruler, or a familiar object. This answers the most common pre-purchase question: "how big is it really?"
4. Size chart
For apparel and anything with dimensions. A table image is fine here — unlike the main image, text is allowed.
Three to five modules is enough. Every additional module pushes the comparison and the reviews further down on mobile.
Three ways A+ makes things worse
| # | Mistake | Why it hurts |
|---|---|---|
| 1 | Text baked into images | Unreadable at mobile width; not indexable; looks like an ad |
| 2 | Repeating the bullets | Wastes the only long-form space you have |
| 3 | No mobile check | Most traffic is mobile; the layout collapses silently |
Before publishing, open the preview on a phone-width viewport. If the first module takes the whole screen, the block is too tall.
How to measure it
A+ does not change keyword ranking directly. The number to watch is conversion rate per ASIN, before and after, over a comparable traffic period.
- Record sessions and conversion for 14 days before publishing.
- Publish one change only — the A+ block, not A+ plus a price change.
- Compare the following 14 days at similar traffic volume.
If conversion does not move, the modules are decorative. Replace the weakest one with a comparison table or a scale image.
FAQ
Does A+ improve ranking?
Not directly. It affects conversion, which affects ranking indirectly.
How many modules?
Three to five, each answering a different objection.
Can A+ hurt a listing?
Yes — if it repeats the bullets, uses text-in-image, or pushes the comparison below the mobile fold.