Most brand-registered sellers know standard A+ Content. Fewer realize there is a second tier — Premium A+ Content, often called A++ — that roughly doubles the visual real estate on the product page and adds module types standard A+ simply does not have: video, interactive hotspots, carousels, and clickable Q&A. The catch is that Premium is not automatically better. It rewards brands that have the assets and strategy to fill it, and it punishes thin content by making the gaps twice as large.
What Standard A+ Content Gives You
Standard A+ Content replaces the plain-text product description with up to seven visual modules at 970 pixels wide. The module library covers the essentials: single images with text, side-by-side image and text blocks, comparison charts, and the brand story banner. For most listings, well-designed standard A+ is enough to explain the product, handle objections, and cross-sell within the catalog — and it is available to every brand-registered seller at no cost.
The limitation is static presentation. Standard modules cannot play video, respond to hover or tap, or let a shopper explore feature callouts interactively. Everything must be communicated in fixed images and text, which works for simple products but strains under products that need demonstration — anything where "how it works" matters more than "what it looks like."
What Premium A+ Content Adds
Premium A+ modules render at 1464 pixels — full desktop width — and the module library expands to include video modules, interactive hotspot images where shoppers tap points on the product to reveal feature details, image carousels, comparison tables with richer formatting, and a clickable Q&A module that answers pre-purchase questions directly inside the page. On mobile, where the majority of Amazon traffic browses, Premium modules occupy dramatically more scroll depth with edge-to-edge visuals.
The practical effect is that a Premium A+ section can function like a miniature brand website inside the listing. Video demonstrates the product in use, hotspots replace three or four static callout images with one interactive one, and the Q&A module intercepts objections that would otherwise send a shopper to the reviews section — or to a competitor.
How to Qualify for Premium A+
Amazon does not charge extra for Premium A+ at the time of writing, but it gates access behind engagement requirements. Sellers currently need a brand story published across all ASINs in their catalog, plus a minimum number of approved A+ Content submissions within the past twelve months. When your account qualifies, Premium module options simply appear inside A+ Content Manager in Seller Central. Requirements have shifted over the years, so check the A+ Content Manager eligibility banner rather than relying on third-party summaries.
When the Upgrade Is Worth It
Premium A+ earns its production cost on considered purchases — products above roughly the $30–40 impulse threshold, products with a learning curve, and categories where shoppers compare three or four tabs before deciding. Video and interactive modules answer the questions static images cannot, and Amazon's own guidance cites sales lifts of up to 20% over standard A+ when Premium is executed well.
It is less compelling for cheap, self-explanatory products. A phone cable or a pack of sponges does not need an interactive hotspot tour, and the added production cost — video assets, larger image canvases, more design hours — buys little additional conversion. In those categories, spending the same budget on better main and side images usually moves the number further.
Design Requirements That Change at the Premium Tier
Premium modules have different pixel dimensions than standard A+ — full-width banners run at 1464×600 pixels and mobile crops matter more, not less. Video must be supplied in Amazon's accepted formats with clean captions, since most mobile viewers watch muted. And because Premium real estate is so much larger, weak imagery is more exposed: a soft, low-resolution lifestyle photo that survives at 970px looks unmistakably amateur at full width. Brands moving to Premium should plan a full asset refresh, not a resize of their existing standard A+ files.
Frequently Asked Questions
What is the difference between Amazon A+ Content and Premium A+ Content?
Standard A+ Content offers basic image and text modules at 970px width. Premium A+ Content (A++) unlocks larger 1464px full-width modules, video, interactive hotspot modules, carousels, and Q&A modules — roughly double the visual real estate with richer interaction.
How do I qualify for Premium A+ Content?
Amazon currently requires a brand story published on all ASINs in your catalog and a minimum number of approved A+ Content submissions within the past 12 months. When eligible, the Premium tier appears in your A+ Content Manager without extra Amazon fees.
Does Premium A+ Content increase sales?
Amazon states Premium A+ can raise sales up to 20% versus standard A+ when executed well. Results depend on design quality — video and comparison modules answer objections that static images cannot, which typically lifts conversion on considered purchases.
Conclusion
Standard A+ Content is the baseline every brand-registered seller should have live on every ASIN — it is free, and a well-designed set of modules reliably outperforms a text description. Premium A+ is a genuine upgrade for products that benefit from demonstration and comparison, provided the brand invests in assets that fill the larger canvas. Qualify first, then upgrade the listings where shopper hesitation is actually costing sales — that is where the interactive modules pay for themselves.