Amazon A+ Content Brief: Modules, Assets and Approval Checklist

Confirm eligibility and scope before storyboarding

Amazon's current guidance ties A+ access to account and brand conditions, and available experiences can differ. Check the account, marketplace, ASINs and available content manager before quoting a module plan. Premium features should never be shown as a standard deliverable unless they are actually available to that brand.

Define whether the project covers copy, design, photography, image retouching, ASIN mapping, submission and revision handling. Those are separate workstreams. A low quote may cover only a layout assembled from finished assets; another may include the source work needed to create them.

Build the brief around buyer questions

A module is a container, not a strategy. Begin with the questions the detail page still leaves open: How is the product used? What is included? Which model is right for me? What materials or dimensions matter? What makes the brand credible without leaning on unverified superlatives?

Rank those questions, then assign each one a message, evidence source, visual and ASIN scope. This creates a storyboard that can survive review. It also prevents five modules from repeating the same headline with different lifestyle photos.

Write for scanning, then review the mobile crop

A+ sections often receive less attention than the designer expects. Use short headings, concrete product facts and images that explain something. Decorative copy can make the page longer without making the choice easier.

Review the rendered experience at a narrow width. Text baked into an image may become difficult to read, a product can be cropped out, and a comparison table can become dense. Important information should not depend on tiny image text. Keep alt text descriptive and avoid stuffing it with search terms.

Claims need evidence and restraint

Amazon's current A+ guidance prohibits certain promotional superlatives, warranty language and guarantee wording. Remove prohibited language even when the brand approves it or believes it can substantiate it. A design review cannot override the marketplace content rules.

Other factual environmental, health, compatibility and performance claims still need the brand's approval and supporting evidence. If the evidence is incomplete, rewrite the section around a verified feature or remove it. Submission is not the moment to discover that a central message cannot be supported.

The handoff should make future updates possible

Ask for editable source files, an asset manifest, the final copy, ASIN assignments and a submission record. Product packaging, dimensions and assortments change. A team should be able to update one fact without reconstructing the whole design from screenshots.

Treat approval as two checks: brand approval for accuracy and marketplace review for policy. Neither one guarantees a sales result. After publication, inspect every assigned ASIN and keep a note of the live date so later performance analysis has a real baseline.

Frequently asked questions