Welcome. We do have to ask: what took you so long?
If you're reading this, you're either migrating from Basic A+ or setting up Premium A+ for the first time on a new ASIN. Either way, you're in the right place. This guide covers every module, every image dimension, every character limit, and enough opinionated recommendations to keep your design team busy for a while.
Bookmark it. You'll be back.
Why Premium A+ Is Better Than Basic A+
The short version: Premium A+ gives you a wider canvas, more modules, video, interactive elements, and a meaningful lift in conversion. The longer version is below.
Amazon launched the original A+ format in 2013. Back then, the typical home PC monitor ran at 1024x768. The A+ canvas was designed accordingly, and it shows. Basic A+ modules still render at roughly 970px wide on desktop, which made perfect sense for a world where 970px was most of the screen.
Premium A+ uses a full-width 1464px canvas. That's not a minor adjustment. It's the difference between a product image and something that looks like it belongs on a brand's own website. More on what to do with that space in the recommendations section.
Basic A+ allows up to 5 modules per page. Premium A+ allows up to 7. More importantly, Premium A+ modules sit edge-to-edge with no white gaps between them, which means you can design the entire page as one connected visual flow instead of a series of floating boxes.
What Premium A+ Adds
Beyond the canvas size, Premium A+ introduces module types that don't exist in Basic A+ at all:
- Video modules: full-width video, video with text, and a video image carousel
- Interactive comparison tables: up to 7 products, with tooltips and an Add to Cart button inside the module
- Hotspot modules: annotate a product image with clickable callout points
- Carousel modules: simple image carousels, navigation carousels with named tabs, and regimen carousels
- Q&A module: an accordion-style Q&A section built directly into the listing
On the numbers: Basic A+ is documented to increase sales by up to 8%. Well-executed Premium A+ can push that to 20%. Adding video via Premium A+ specifically can increase sales by up to 9.7%, and 96.3% of customers say video is crucial when researching products.
Customers who view video are 3.6x more likely to convert. These aren't made-up agency statistics; they come from Amazon's own documentation.
Eligibility: Simpler Than It Used to Be
Premium A+ used to require a published Brand Story across your entire catalog, at least five approved Basic A+ submissions, and a weekly eligibility batch process that would, eventually, notify you when Amazon decided you'd done enough homework. It also used to cost approximately $200,000, which is a sentence that aged poorly.
Amazon has quietly removed both prerequisites. If your brand is enrolled in Brand Registry, you can access Premium A+ directly, no queuing required. No Brand Story gatekeeping, no five-submission warm-up lap. We covered the change in more detail in our post on the prerequisite removal.
The Brand Story module is still worth building; it just doesn't have to come first anymore.
Module Specifications: The Complete Reference
This is the section you'll come back to. Every module, every dimension, every character limit, organized by type.
Global Image Requirements (Apply to All Modules)
Before the tables, a few rules that apply across every module in Premium A+:
- File types: .jpg, .bmp, or .png only. No GIFs.
- Max file size: 2MB per image
- Minimum resolution: 72 dpi
- Color space: RGB only. CMYK is not supported and will cause upload failures.
- Resizing behavior: Images larger than the module maximum are scaled down automatically. Images smaller than the minimum are not upscaled. Meet the minimums.
In the tables below, a "--" in the Mobile Image column means the module uses desktop assets on mobile. Modules that list a separate mobile image requirement need a dedicated mobile asset; those are the ones where a horizontal desktop image would otherwise become an unreadable sliver on a phone.
Image Modules
| Module Name | Desktop Image (min) | Mobile Image (min) | Character Counts / Notes |
|---|---|---|---|
| Premium Full Image | 1464 × 600px | 600 × 450px | Headline: 80 / Body: 300. Full-width hero; no text required. |
| Premium Background Image with Text | 1464 × 600px | 600 × 450px | Subheadline: 40 / Headline: 60 / Body: 300. Text box positioned left or right; black or white text only. |
| Premium Single Image with Text | 800 × 600px | Uses desktop assets | Subheadline: 40 / Headline: 80 / Body: 500. Image positioned left or right. |
| Premium Dual Images with Text | 650 × 350px (each) | Uses desktop assets | Subheadline: 50 / Headline: 50 / Body: 300. |
| Premium Four Images & Text | 300 × 225px (each) | Uses desktop assets | Subheadline: 80 / Headline: 30 / Body: 150. |
| Premium Text | No image required | No image required | Headline: 80 / Body: 300. Text-only module; no image asset required. |
Video Modules
All video files must be .mp4 format. Maximum file size is 200MB per video. Maximum duration is 180 seconds, though Amazon recommends keeping video at 10 seconds or less; the average viewer stops watching after 10 seconds. Each video module also requires a static preview image that displays before playback begins.
| Module Name | Desktop Requirements | Mobile | Character Counts / Notes |
|---|---|---|---|
| Premium Full Video | Video: .mp4; 960 × 540px min; 200MB max; 180 sec max. Preview image: 1464 × 600px. | Uses desktop assets | Headline: 80 / Body: 300. |
| Premium Video with Text | Video: 800 × 600px min; 200MB max; 180 sec max. Preview image: 800 × 600px. | Uses desktop assets | Subheadline: 40 / Headline: 80 / Body: 500 / Video title: 50 / Video description: 200. |
| Premium Video Image Carousel | Video: .mp4; 800 × 600px min; 200MB max; 180 sec max. Images: 800 × 600px. | Uses desktop assets | Headline: 80 / Panel headline: 50 / Panel subheadline: 80 / Panel body: 500 / Video title: 50 / Video description: 200. Supports 2-6 panels; mix of video and image panels. |
Comparison Table Modules
These are the most conversion-oriented modules in Premium A+. All three include an Add to Cart button inside the module itself, so a customer can add a product to their cart without navigating away from your listing.
| Module Name | Desktop Image (min) | Mobile Image (min) | Character Counts | Products / Features |
|---|---|---|---|---|
| Comparison Table 1 | 200 × 225px | Uses desktop assets | Module headline: 80 / Image headline: 25 / Feature: 30 / Tooltip: 150 / Detail: 30 | 4-7 products; 5-12 features |
| Comparison Table 2 | 300 × 225px | Uses desktop assets | Module headline: 80 / Image headline: 30 / Feature: 30 / Body text: 80 | 2-3 products; 2-5 features |
| Comparison Table 3 | 488 × 700px | 600 × 450px (each panel) | Chart headline: 25 / Image headline: 25 / Feature: 20 / Feature text: 20 | 2-4 products; 3-7 features; toggleable panel view |
Hotspot Modules
Hotspot modules let you annotate a product image with clickable callout points. Each hotspot expands to reveal a headline and body copy. Both hotspot modules require separate mobile images for each individual hotspot, which increases production work but ensures mobile users see a close-up of the feature being called out rather than a compressed wide shot.
| Module Name | Desktop Image (min) | Mobile Image (min) | Character Counts / Notes |
|---|---|---|---|
| Premium Hotspots 1 | 1464 × 600px | 600 × 450px per hotspot | Hotspot headline: 50 / Hotspot body: 200. Supports 2-6 hotspots; no module-level headline. |
| Premium Hotspots 2 | 1464 × 600px | 600 × 450px per hotspot | Module headline: 80 / Body: 300 / Hotspot headline: 50. Supports 2-6 hotspots; numbered callouts. |
Carousel Modules
| Module Name | Desktop Image (min) | Mobile Image (min) | Character Counts / Notes |
|---|---|---|---|
| Premium Simple Image Carousel | 1464 × 600px | 600 × 450px per panel | Headline: 50 / Body: 200. Supports 2-6 panels. |
| Premium Navigation Carousel | 1464 × 600px | 600 × 450px per panel | Nav text: 25 / Subheadline: 25 / Headline: 25 / Body: 100. Supports 2-5 panels with named tabs at the top. |
| Premium Regimen Carousel | 1464 × 600px | 600 × 450px per panel | Module headline: 100 / Inset headline: 20 / Inset body: 100 / Nav text: 20. Supports 2-5 panels with a navigation menu on the right side. |
Information Modules
| Module Name | Desktop Image (min) | Mobile Image | Character Counts / Notes |
|---|---|---|---|
| Premium Q&A | 1464 × 600px | Uses desktop assets | Question: 120 / Answer: 250. Supports 2-5 Q&A pairs in accordion/dropdown format. |
| Premium Technical Specifications | No image required | Same as desktop | Headline: 80 / Spec label: 30 / Definition: 500. Supports 4-16 specification rows. |
Recommendations: How to Use Premium A+ Effectively
The specs above tell you what's possible. This section tells you what's worth doing.
Design First, Copy Second
Premium A+ gives you 1464px of desktop canvas. Basic A+ gave you about 970px. The instinct is to fill the extra space with more words. That's the wrong instinct.
The extra width is for imagery. Use it to show the product at a scale that makes the category image look like a thumbnail by comparison. Copy supports the visual. The visual does the work.
If you're not sure where to start, our Amazon content services page outlines how we approach full-page builds from brief to final asset delivery.
Mobile Matters More Than You Think
Most Amazon shoppers are on mobile. Premium A+ handles this in two ways: modules that use separate mobile-specific images, and modules that simply reflow the desktop asset.
The reflow approach works fine for most standard layouts. But for anything cinematic or where text is overlaid on an image, supply a dedicated mobile image. A horizontal hero that looks like a magazine spread at 1464px becomes a thin, confusing sliver at 600px. The modules that require a separate mobile image are: Premium Full Image, Premium Background Image with Text, both Hotspot modules, all three Carousel modules, and Comparison Table 3.
Where to Put Video, and How Long It Should Be
Amazon's own documentation says the ideal video length is 10 seconds or less. The average customer stops watching after that. This conflicts with how most brands think about video, so it's worth repeating: 10 seconds.
Use Premium Full Video for the brand or product reveal moment. Use Premium Video with Text when you need context alongside the clip, such as a usage demo or an ingredients callout. Use Video Image Carousel to break a longer story into shorter, labeled chapters that a customer can navigate at their own pace.
Use Comparison Tables to Do the Selling for You
Comparison tables are the most underused module in Premium A+. Comparison Table 1 supports up to 7 products, includes tooltips on feature rows, and puts an Add to Cart button inside the module. The customer doesn't have to navigate away from your listing to make a decision.
Comparison Table 3 is toggleable and cleaner for smaller catalogs: 2-4 products, 3-7 features. If you have variants or a product line, a comparison table turns a passive browse into an active purchase decision. That's exactly what the module is for.
Hotspots Are a Designer's Tool, Not a Copywriter's
Hotspot modules work best when the product has distinct, visible features you can point to: packaging callouts, hardware details, component layouts. They don't work well for abstract benefits. "Clinically proven" does not benefit from having an arrow pointing at it.
Each hotspot requires its own mobile image, which is additional production work. Budget for it upfront. The payoff is that mobile users see a close-up of each feature instead of a compressed wide shot where the callout point is the size of a grain of sand.
The Q&A Module Is Your Returns-Prevention Tool
Go through your 1-star reviews and your product Q&A section. Find the questions that cause customers to return the product or leave a confused review. Those are your Q&A module questions.
Amazon's own documentation recommends pulling from customer reviews and feedback to identify what to address. Put the most common uncertainty first. Keep answers tight: you have 250 characters, which is enough to answer a real question clearly if you don't waste the first 50 characters on a preamble.
SEO: Don't Leave Alt Text Blank
Image alt text in A+ Content is indexable by Amazon's search algorithm. Add keyword-rich alt text to every image, up to 100 characters per image. Most brands leave this completely blank. It's free indexing potential that costs nothing except two minutes per image.
If you're thinking about how Premium A+ fits into a broader search optimization strategy on Amazon, our content optimization for AI search work covers the intersection of listing content and discoverability in more depth.
Does Alexa for Shopping Read Your Premium A+ Images?
There's a persistent rumor in seller circles, as of June 2026 still unconfirmed by Amazon, that Alexa for Shopping scans the images inside Premium A+ modules to build its understanding of a product. It seems like something Amazon would do. It also seems like something Amazon would not rush to announce. Either way, they haven't confirmed it.
What Amazon almost certainly does index: the text in your Q&A module and your Technical Specifications module. Those are rendered as structured text, not images, and there's no reason to assume they're invisible to Amazon's systems. Write those modules with the same care you'd give to your bullet points.
For image modules, the honest answer is: you don't know. Design them for humans first. A customer who clicks through from an AI recommendation still has to be persuaded by what they see.
Use clear, benefit-forward imagery and terminology that matches how your customer thinks about the product, not how your product team describes it internally. If Amazon's AI does eventually confirm it reads those images, you'll already be in good shape. If it doesn't, you'll still have content that converts.
What to Avoid
A few modules and habits that come up often and rarely deliver:
- Navigation Carousel with 5 tabs: if you need 5 labeled tabs to explain your product, the problem isn't the layout. Simplify the story before you build the module.
- Background Image with Text: the text box can overlap the product image depending on browser width, and the module offers limited SEO value compared to modules where copy is rendered as actual text rather than overlaid on an image.
- Treating character limits as targets: they're ceilings. A 300-character body doesn't need 300 characters. Write until you've said the thing, then stop.
If you're ready to build out Premium A+ content and want to get it right the first time, we'd be glad to walk through your catalog and figure out which modules make sense for your product and your goals. Schedule a call at parker-lambert.com/schedule-a-call and we'll get into it.