A+ Content and Brand Stores: building a brand on Amazon

On Amazon every product has the same page, the same layout, the same buttons. A+ Content and Brand Stores are the two places where a brand can stand out and explain why it deserves to be chosen. Here’s how to use them so they drive sales, not just look nice.

What A+, Premium A+ and Brand Stores are

A+ Content is the section below the bullet points, built from image and text modules. It’s available to brands enrolled in Brand Registry selling as Sellers, and to Vendors through Vendor Central. When it’s present, it replaces the text description on the page.

Premium A+ adds richer modules: video, carousels, interactive hotspots, larger comparison charts, full-width banners. For years it was limited to a few brands meeting specific requirements. According to the 2026 updates, Amazon has opened it up to registered brands and introduced a quality score for each module. Still, check what’s active for your account in the A+ Content Manager.

A Brand Store is a multi-page mini site inside Amazon, with its own address, where the brand presents its whole range. It also requires Brand Registry and is free.

Then there’s the Brand Story module, a carousel that appears above the A+ Content and tells the brand’s story, with links to the Store and to other products. It’s useful for taking a shopper from a single product to the rest of the range.

A+ Content that sells: what to include and in what order

The most common mistake is treating A+ Content like a brochure: nice images, slogans, little information. A shopper who scrolls that far is still deciding. They need answers.

A sequence that works in many categories:

1. Open with the main benefit: a strong image with a line that says what the product solves.
2. Three or four key strengths, each with an image and two lines of text.
3. How to use it, in simple steps or a short video.
4. Details that remove doubts: materials, ingredients, certifications, dimensions.
5. Comparison chart with the other products in the range.

Two practical rules. Text inside images must be readable on a phone, where the screen is small. And important text should also go in the module’s text fields, not only in the image, because that’s what Amazon and its AI assistants can actually read.

The comparison chart, the underrated module

If you have several similar products, the comparison chart is often the module that performs best. It helps shoppers pick the right product instead of leaving the page to compare on their own.

• Put products from the same line in the columns, starting with the one on the page.
• Choose rows that genuinely help people decide: capacity, format, recommended use, performance level.
• Avoid rows where every product has the same tick: they don’t help anyone choose.
• Include a higher-tier version, so undecided shoppers see the option with more value.

A clear comparison often moves shoppers towards the larger size or the higher-tier version, and reduces “not what I expected” returns.

Brand Store: structure and navigation

Think of the Store as a small online shop. The guiding question is: how does my customer search? By product type, by need, by occasion, by line?

Keep the structure shallow: two levels are almost always enough. Every page should have products people can buy straight away, not just mood images.

Driving traffic to the Store

A Store with no traffic is a shop window on a closed street. There are three main sources:

1. Sponsored Brands: campaigns can link to a specific Store page instead of a single product. This works well on generic category searches, where the shopper hasn’t chosen yet.
2. Brand searches: people who search for the brand name often see the link to the Store. Here the Store has to close the sale quickly.
3. External traffic: newsletters, social media, your website. With Amazon Attribution tracking links you can measure what drives sales.

The Store has an insights section with visits, page views and attributed sales. Check it every month to see which pages hold people’s attention and which lose them.

Example: if a category page gets lots of visits but almost no sales, the problem is usually one of three things. The products shown don’t match what the ad promised, prices aren’t visible straight away, or the page is long and the best products are at the bottom. Moving bestsellers to the top is the first thing to try.

Visual consistency with the brand

A+ Content, Brand Story, Store and listing images should all look like part of the same project. Same colours, same photographic style, same tone of voice. Shoppers don’t notice it consciously, but a consistent brand looks more trustworthy than one that changes style on every page.

Consistency doesn’t mean copying the official website. On Amazon you need more clarity, less text and images designed for a phone screen. In our Creative Studio projects we start from the brand guidelines and adapt them to this context, not the other way round.

If the brand sells in several countries, prepare A+ Content in each language with a proper adaptation, not machine translation. Units of measurement, idioms and cultural references change from one market to the next.

What to do now

Start with the products that have the most traffic and below-category-average conversion: that’s where better A+ Content makes the biggest difference. Add a comparison chart to every line with more than one product. Then open your Brand Store on your phone and try to find a specific product: if it takes more than three taps, the structure needs simplifying. If you want to fit this work into a wider strategy for the channel, you’ll find how we work on our Amazon Seller and Vendor services page.

Frequently asked questions