A+ Content replaces the plain text description with rich, image-led modules on your Amazon product page. It does not change your ranking position — it changes what happens after a shopper clicks. Amazon's own published data has shown conversion lifts in the double digits for brands that use it well, and for cross-border sellers it is one of the few levers that works on every marketplace without extra PPC spend.
You need Brand Registry to unlock A+ Content in Seller Central. For cross-border sellers this is usually the blocker: your brand must be registered in the marketplace country, not just in your home market. Once enrolled, A+ is free to build and publish — Amazon charges nothing for the standard modules. If your account shows "not eligible", check the brand-approval status in Brand Registry first; most rejections trace back to an unverified trademark or a mismatched brand name on the listing.
Standard A+ (free) offers 15+ module types. The high-impact ones for cross-border sellers:
Amazon rejects modules that look like ads or contain certain content. In 2026 the rules that trip up cross-border sellers most:
1) Export your current conversion rate and return rate as a baseline. 2) Pick the 3 features shoppers ask about most in reviews/Q&A — those become your hero modules. 3) Write short, benefit-first captions; list specs in the comparison chart instead of the hero. 4) Upload images at 3000px on the longest side, JPEG/PNG, and reuse the same visual style as your main images for brand consistency. 5) Publish, wait 7 days, and compare conversion — then A/B the hero image with a second version.
Every A+ module sits below your title, bullets, and main images. If those don't convert, A+ won't rescue them. Start with a clean, compliance-safe listing — title, bullets, description — then layer A+ on top for the final conversion lift.