Most A+ Content is a brochure nobody reads. Brands spend weeks on it, launch it, and never test whether it does anything.
That's a shame, because A+ is one of the only places on a listing where you get to argue.
The mistake almost every brand makes
Most A+ modules are about the brand — founded in 2016, our mission, our values. The shopper who scrolled that far isn't confused about your mission. They're stuck on a specific doubt, and they scrolled down looking for the answer.
Build A+ as an objection ladder
So we build A+ as an objection ladder instead of a brochure:
Module one handles the biggest doubt in the category — sizing, durability, taste, compatibility, whatever the reviews and the returns tell you it is.
Module two is a comparison chart, because the shopper is comparing anyway and you'd rather frame that comparison yourself.
Module three is the use case they can't picture yet, shown, not described.
Module four is the cross-sell, and it goes last, because it's for the buyer you already convinced.
Built off return reasons, not the brand deck
A kitchen brand we work with had a beautiful A+ full of lifestyle imagery and heritage copy. We replaced it with four modules built off their top return reasons. Conversion on the parent ASIN went up 9%. No price change, no new product photos — just answering the four things people were quietly worried about.
Premium A+ is worth it if you'll use the video and hotspot modules, and worth nothing if you just use it to make the same brochure bigger.
Your A+ is not a company page. It is the part of the listing where you get to close.