Standard A+ or Premium A+: Which Is Worth Designing For

Once a brand is registered on Amazon, A+ content becomes available — and above it sits Premium A+, with larger modules, video placements and interactive elements.

The design work is genuinely different between the two, so it is worth knowing what you gain before commissioning either. Note that Amazon changes eligibility criteria and module availability periodically; confirm what your account actually has access to in Seller Central before scoping anything.

What standard A+ gives you

A fixed set of module layouts — image with text, three or four column comparisons, full-width banners, a comparison chart across your own ASINs, and a brand story section that appears across your catalogue.

The constraints are real but workable:

• Fixed module dimensions
• No video
• Limited text per module
• Modules stack to a single column on mobile

Designed well, standard A+ does the majority of the work. The comparison chart alone — used to cross-sell your own catalogue rather than to attack unnamed competitors — is frequently the highest-value module on the page.

What Premium A+ adds

Larger hero modules. More visual real estate at the top, which is where attention concentrates.

Video placements. Genuinely useful for products where motion explains something a still cannot — assembly, mechanism, scale in use.

Interactive comparison tables. Rather than a static image, a table the shopper can engage with.

Image hotspots and carousels. More content in the same vertical space.

Q&A-style modules, which map neatly onto the objections in your reviews.

The honest assessment

Premium A+ is worth designing for when:

• Your product needs motion to explain. Anything with assembly, a mechanism, or a transformation.
• You have a broad catalogue. The richer comparison modules do more cross-sell work when there is more to cross-sell into.
• Your category is visually competitive. If the top listings all have polished A+, matching standard modules keeps you level rather than ahead.
• You already have good footage. If video exists, the incremental design cost is small.

It is probably not worth it when:

• Your standard A+ is not finished yet. Upgrading the container before the content is right is the wrong order.
• You have no video and no plan to shoot any. The main advantage goes unused.
• The product is simple. A single-function product does not need a hotspot module.

Where the design effort actually goes

The mistake is treating Premium as “the same content, bigger”. Larger modules need more considered art direction, not upscaled versions of the same assets. A hero that filled a standard module will look thin at Premium width.

Practically, budget for:

• New photography or renders at higher resolution and wider crops
• Video that is genuinely short and specific, not a repurposed brand film
• A rethink of the module order, since the reading rhythm changes
• Mobile crops for every module, which matters more when modules are larger

The order that works either way

Whichever tier you are on, the sequence that performs is the same, because it follows the order buyers ask:

1. The top objection from your reviews, answered with proof
2. The benefit, shown in use
3. Comparison across your own catalogue
4. Materials, specs and what is in the box
5. Brand credibility

Premium gives you a bigger stage for that argument. It does not change the argument.

Start with the content

If you are choosing between “upgrade to Premium” and “improve what is in the standard modules”, improve the content first almost every time. A well-argued standard A+ section outperforms a beautifully produced Premium one that leads with the founder’s story.

We design for both tiers, mobile crops included — see Amazon A+ content, or what actually moves the conversion needle for the content side of the same question.