Amazon A+ Content and Brand Stores: What Established Brands Should Build First

Once you’re in Brand Registry, Amazon gives you a set of tools to make your presence look like a brand rather than a product listing: A+ content, Premium A+, a Brand Store, brand videos and more. Most established brands either never build them or build them once, years ago, and never touch them again.

Here’s what each one does and the order we build them in.

A+ content

A+ content is the designed section lower on your product page: images, comparison charts and text modules below the bullets.

What it’s good for:

• Answering the questions bullets can’t: how it’s made, how to use it, what’s included.
• Comparison charts that steer shoppers between your own products instead of to a competitor’s.
• Showing the brand behind the product: who you are, how long you’ve made it, why it’s different.

What it doesn’t do: A+ text isn’t a substitute for a strong title, images and bullets. Many shoppers decide before they scroll that far, especially on mobile.

Premium A+ offers larger, more interactive modules when your brand meets Amazon’s eligibility requirements. It’s worth it once your standard A+ is solid, not before.

The Brand Store

Your Brand Store is a multi-page mini-site on Amazon with its own URL. Shoppers reach it from your brand name link on every listing, from Sponsored Brands ads, or from links you share.

What it’s good for:

• Giving shoppers who search your brand a clean place to see your whole catalog, instead of a search page mixed with resellers and competitors.
• A destination for Sponsored Brands ads and your own traffic from email or social.
• Organizing a larger catalog by use, category or customer type.

What it doesn’t do: A store doesn’t generate traffic on its own. It’s a destination. If you have three products, a store adds less than a strong A+ comparison chart.

Brand videos

Video on the listing and in the image block can show what photos can’t: scale, use, setup, the product in action. For products where “how does it work” or “how big is it” is the main question, video is often the highest-converting piece of content you can add.

The order we build them in

1. Core listing first. Title, images, bullets and backend attributes. Everything else sits on top of this. See Amazon listing optimization for established brands.
2. A+ on your top sellers, with a comparison chart linking your related products.
3. Video on products where use or scale is the main question.
4. Brand Store, once you have enough catalog to organize and traffic to send there.
5. Premium A+, once eligible and standard A+ is working.

The mistake we see most is the reverse order: a beautiful Brand Store and A+ on a listing with weak images and half-empty bullets.

Common mistakes

• Text inside images that’s unreadable on a phone. Most shoppers are on mobile. Check every module on a phone.
• Generic brand storytelling. “Quality since 1985” says nothing. Say what’s actually different.
• Inconsistent claims. A+ says one spec, bullets say another. That confuses shoppers and AI shopping assistants. See why Rufus doesn’t recommend your product.
• Content nobody updates. Products change. Packaging changes. Old A+ with old packaging undermines trust.
• Leaving out your best proof. Certifications, licenses, safety standards and real use cases belong here, especially for brands selling to professionals or institutions.

How to judge whether it’s working

Amazon gives Brand Registry owners analytics on A+ and Brand Store performance. Watch conversion rate on products before and after new content, Brand Store visits and sales, and whether shoppers who view your comparison chart buy a higher-priced item. Change one thing at a time where you can, so you know what worked.

If your listings look like they were built years ago, they probably were. Our free channel scan includes a look at how your pages compare with the brand you actually are.

Frequently asked questions

Written by

David Ledbetter, Chief Growth Officer

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