Amazon A+ Content & Brand Story: A Complete Guide for Taiwan Sellers

A+ Content (formerly Enhanced Brand Content) is available to sellers enrolled in Amazon Brand Registry. It replaces the plain-text product description with rich modules: images, comparison charts, text overlays, and the Brand Story carousel.

Amazon reports that A+ Content lifts conversion rates by 3–10% on average, with Premium A+ (formerly A++ or Project X) delivering up to 20% for eligible brands. All Brand Registry sellers get standard A+; Premium A+ requires meeting a publishing threshold (typically 5+ approved A+ modules on live ASINs).

For Taiwan brands, A+ Content is one of the highest-ROI listing investments — it communicates quality, educates buyers on product differentiation, and reduces returns by setting accurate expectations.

Header image with text: Full-width banner at the top. Use a lifestyle shot with minimal text — establish the brand aesthetic immediately.

Standard image & text pairs: 4–5 rows of alternating image + paragraph. Best for feature callouts, use-case scenarios, and material explanations.

Comparison chart module: Compare your own ASINs (not competitor ASINs — Amazon prohibits that). Ideal for product lines with size/model variants. Reduces "which one should I buy?" returns.

Technical specification module: Table format for dimensions, materials, certifications. Essential for B2B buyers and compliance-sensitive categories (electronics, food contact).

Four or five image highlights: Icon + short headline + 1–2 sentence description. Use for quick feature scans — buyers who scroll fast still absorb 4–5 key benefits.

Brand Story is a separate carousel that appears above your A+ Content modules across all your brand's ASINs. It links to your Amazon storefront and all your other products.

Brand Story modules include: background image card (hero shot of your brand/factory), "Did you know?" card (one insight about your brand), brand focus card (founder story or mission), and product cards that link to related ASINs.

For Taiwan manufacturers entering the US market, Brand Story is a trust signal. Phrases like "Family-owned factory since 1987" or "Certified ISO 9001 manufacturer" directly counter the buyer concern that they're buying from an unknown overseas seller. Use it to bridge that credibility gap.

Keep Brand Story concise. One clear brand value, one factory/team image, two to three product cards. Buyers spend 4–8 seconds on it. Density kills comprehension.

Standard A+ images: minimum 970px wide, 72 DPI minimum (300 DPI recommended for sharpness on Retina displays). JPG or PNG, under 2 MB per image.

Header banner: 970 × 600px recommended. Full-width modules: 1464px wide.

Amazon rejects A+ for: blurry images, watermarks, competitor brand mentions, price claims ("cheapest on Amazon"), warranty claims that differ from the listing, or time-sensitive language ("limited time offer").

Do not include: shipping promises, customer reviews quoted in the content, reference to Amazon programs (Prime, Choice), or off-Amazon URLs.

Run your A+ through Amazon's content review — approval typically takes 7 business days. Prepare alternate module text in case specific claims are flagged.

Use the A/B testing tool in Brand Analytics (Manage Your Experiments) to test A+ vs no A+, or two different A+ versions. Run tests for a minimum of 4 weeks with sufficient traffic to reach statistical significance.

Key metrics to track: unit session percentage (conversion rate), return rate, and customer questions (a spike in questions often signals an A+ gap — buyers couldn't find the answer in your content).

Prioritize A+ on your top 3 ASINs by revenue first. Then systematically roll out to the full catalog using a Brand Story template that maintains visual consistency.