Does Amazon A+ Content Still Work in 2026?

Amazon says Basic A+ Content "can increase sales by up to 8%" and well-implemented Premium A+ Content "can increase sales by up to 20%", footnoting both figures to Amazon internal data. Its downloadable A+ guide adds that the numbers come from studies Amazon ran in 2022 comparing products with and without A+ Content, and that results "may vary" and are "not a guarantee of future sales."

So does A+ content still work in 2026? The honest answer is that it can help, the size of the effect is hard to pin down, and the best evidence says it depends a lot on what you sell. Here's what A+ content is, what Amazon's numbers do and don't show, what independent research has found and how to test it on your own listings.

What A+ content is

A+ Content is the block of richer images and text further down an Amazon product page. Brand owners enrolled in Amazon Brand Registry can add it, and Amazon's A+ page describes three types:

• Basic: images, custom text placements and shoppable comparison charts.
• Premium: larger images, videos, interactive hotspots, clickable image or video carousels, Q&A modules and shoppable content.
• Brand Story: your brand's background and values, shown across your listings and linking to your Brand Store.

Amazon's guide also says the A+ Content Manager in Seller Central now offers AI-powered content generation on modules marked "AI Ready", and lets you duplicate content as a template for variations or translate it for other Amazon marketplaces.

If you're new to how a listing fits together, our explainer on how Amazon product listings are made today covers the title, images, bullets and search terms that sit above the A+ section.

What Amazon's numbers tell you, and what they don't

Amazon's figures are the most quoted numbers on this topic, so it's worth reading them carefully.

They're ceilings, not averages. The current wording is "up to" 8% and "up to" 20%. An Amazon post on its Seller Forums described the same figures differently, as helping "increase sales by an average of 8%" and 20% with Premium A+ Content. The difference between "average" and "up to" is a reminder to treat the numbers as a range Amazon has seen, not a promise.

No methodology has been published. Amazon names 2022 studies and internal data but hasn't released the method. The agency Canopy Management makes the same point, calling the figures directional benchmarks that tell you the feature can matter without telling you what your own listing will do.

Some widely repeated numbers have no traceable source. A guide from publishing.co.uk looked for the origin of a "5.6%" conversion figure that appears in many seller guides and says it couldn't find the original Amazon publication anywhere it could reach.

None of that means the figures are wrong. It means they can't be checked from outside, and your result could be well above or below them.

What independent research has found

There's no public controlled study that isolates A+ content on its own. But several studies look at richer product content more broadly.

Profitero, 2020. The analytics firm studied 4,494 products on Amazon.com and 1,689 on Amazon.co.uk across seven categories from July to November 2020. It found brands could lift sales by 15% to 58% on average in the US, and 23% to 36% in the UK, by bringing product content up to bestseller benchmarks. The biggest lifts came from adding videos (+58% US), then adding more images (+45% US), "and finally from improving A+ or enhanced content". In other words, A+ helped, but less than video and images did.

Salsify, Kenshoo and Profitero, 2020. A joint study across millions of products found that the top 10% of products by Amazon sales rank had enhanced content, such as high-quality images, videos and comparison charts, 33% of the time, compared with 3% for the bottom 10%. That's a striking gap, but it's a correlation: bestsellers may simply have bigger budgets for content.

Bleier, Harmeling and Palmatier, 2019. This peer-reviewed study in the Journal of Marketing ran 16 experiments with 256 "Amazon look-alike" product pages and 10,470 participants, testing 13 design elements. A follow-up field experiment changed real Amazon product pages. For search products, which shoppers can judge from facts, sales rose with a more informative page and fell with a more social one. The authors conclude that search products do best with informative content such as bullets, comparison matrices and descriptive detail, while experience products benefit more from lifestyle pictures, video and conversational language.

The same authors make a point that's directly relevant to A+. Writing for the American Marketing Association, they note that premium content modules may support larger pictures and more visual content but "also restrict the number of characters available to describe product features and benefits", so a lower-cost option "may be more attractive" for sellers who mainly need to inform.

One caveat applies to the Profitero and Salsify work: both firms sell content and analytics services, so treat their figures as vendor research.

So, does it still work in 2026?

Putting the evidence together:

• Richer content and better sales go together in every dataset above, and one peer-reviewed field experiment shows page content can change real Amazon sales.
• Nobody outside Amazon has published a controlled test of A+ alone, and Amazon's own figures are unverified ceilings.
• Where researchers ranked content types, video and more images came ahead of A+.
• What you put in A+ matters more than having it. Informative modules suit fact-driven products; lifestyle and video modules suit products people need to imagine using.

That's a reasonable case for using A+ if you're brand registered, as long as you expect a modest, product-dependent effect rather than a guaranteed jump.

How to find out for your own listing

Amazon offers a free way to test this. Manage Your Experiments lets brand owners run A/B tests on product page content, and Amazon's guide suggests using it for A+ content.

1. Fix the basics first. A compliant main image matters more than any module, as we explain in why Amazon product photos have white backgrounds.
2. Decide whether your product is mainly a "search" or an "experience" product, and design the modules to match.
3. Make the test version meaningfully different. Amazon's own advice is that the greater the difference, the better the chance the result isn't random.
4. Let the experiment run its full course. Amazon warns that early results can be misleading.
5. Change one thing at a time where you can, and keep price and advertising steady so you can read the result.

For a broader pre-launch pass, see our Amazon listing checklist.

The rest of this series

This is part three of our series on Amazon product listings. Part one covers why Amazon product photos have white backgrounds, part two explains how Amazon product listings are made today, and part four asks what online stores would look like with no product photos.

How this was made: facts were gathered on 8 Oct 2026 (IST) from Amazon's A+ Content, Brand Registry and Manage Your Experiments pages, Amazon's A+ quick guide, an Amazon Seller Forums post, the Profitero and Salsify studies, Bleier, Harmeling and Palmatier's 2019 study via the American Marketing Association and Baylor University's Keller Center, and the Canopy Management and publishing.co.uk guides. It was then written up with AI help and checked line by line against those sources.

Sources

• 01sell.amazon.com/tools/a-content
• 02m.media-amazon.com/images/G/01/bx-marketing/Quickguide%5Faplus-content.pdf
• 03sellercentral.amazon.com/seller-forums/discussions/t/3973f31b-ed01-4ee2-aec8-3c14cc74f544
• 04sell.amazon.com/brand-registry
• 05sell.amazon.com/tools/manage-your-experiments
• 06f.hubspotusercontent10.net/hubfs/9094310/Landing%20page%20assets/__2021/Product%20Content%20Paper/Report%20-%20The%20ROI%20of%20Improving%20Product%20Content.pdf
• 07salsify.com/press-release-amazon-content-edge
• 08ama.org/2019/04/17/how-to-structure-product-page-design-for-ecommerce-success/
• 09kellercenter.hankamer.baylor.edu/news/story/2020/reclaiming-competitive-advantage-web-design
• 10canopymanagement.com/making-the-grade-amazon-a-content/
• 11publishing.co.uk/guides/does-a-plus-content-increase-book-sales/

Related

• 01shoppercove.com/blog/listimo-seller-pack-229-worth-it-october-2026
• 02shoppercove.com/blog/listimo-amazon-listing-ai-vs-site-seo-2026
• 03shoppercove.com/blog/shopify-product-page-video-checklist-october-2026