Basic or Premium A+? Honest answer.
Both unlock visual storytelling under the bullets. Premium adds video, interactive modules, and full-width visuals — but you have to qualify, and you have to actually use them well to justify the lift.
Quick answer
The 30-second version, before the detail.
Standard A+ Content
The default A+ tier available to every Brand Registry-approved seller. Up to five modules from the standard library — image-with-text, comparison chart, image headers, FAQ, and similar. Renders below the bullets on the desktop and inside the description tab on mobile.
Good for
Premium A+ Content (formerly A++)
An invitation-only tier that unlocks seven module slots, video modules, full-width hero images, interactive comparison carousels, and hover hotspots. Eligibility currently requires Brand Registry plus a track record of approved Standard A+ submissions across your catalogue.
Good for
| Attribute | A+ Basic | A+ Premium |
|---|---|---|
| Cost from Amazon | Free with Brand Registry | Free with eligibility |
| Module slots | Up to 5 | Up to 7 |
| Video modules | Not supported | Supported (multiple per page) |
| Hover hotspots / interactive | Not supported | Supported |
| Full-width hero | Limited | Yes — true edge-to-edge |
| Eligibility | Brand Registry only | Brand Registry + invitation |
| Design / build effort | Lower — standard modules | Higher — video + interactive assets |
| Typical conversion lift (industry data) | 5–10% on most ASINs | Additional 3–8% on Premium-suitable ASINs |
| Right for new brands | Yes — start here | Wait until Standard A+ is dialled in |
Our verdict
Standard A+ Content is genuinely free, available to every Brand Registry seller, and on most listings will get you 80% of the conversion lift Premium would. If your A+ today is empty, weak, or off-brand, fixing Standard A+ properly is a higher-leverage move than chasing the Premium tier.
Premium becomes worth the extra build cost when you have at least 3–5 hero ASINs that justify broadcast-quality video, your category is visually competitive, and your Standard A+ is already converting well. Premium without that foundation is expensive decoration.
No — A+ Premium is free from Amazon once you're invited and approved. The cost is in design, copy, video production, and the time it takes to build modules to the higher Premium quality bar. We work to current UK Premium spec including 1464px-wide hero modules and video assets at 1080p minimum.
Amazon UK's eligibility requires active Brand Registry, a track record of approved Standard A+ submissions across your catalogue, and Amazon's own internal invitation. There's no public application form — eligibility is granted automatically when Amazon's category team identifies you as a candidate, typically once your catalogue has stable Standard A+ across most ASINs.
No — they do different jobs. A+ Premium lives inside an individual product detail page and lifts that single ASIN's conversion. A Brand Storefront is a multi-page brand destination that wins from external traffic and the Sponsored Brands ad slot. Strong brands run both, with Premium A+ on hero ASINs and a structured Storefront for catalogue navigation.
Not if it's built correctly. Premium modules render responsively on the Amazon UK app, but video that doesn't load fast on 4G, or interactive modules that don't degrade gracefully, can underperform Standard A+ on mobile. We test every Premium build on the Amazon shopping app before publishing.
Yes. Premium eligibility considers the quality of your existing Standard A+ submissions across your catalogue. Listings with thin, mismatched, or template-feeling Standard A+ make it harder to be invited to Premium and harder to justify the build cost when you are.
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