Most Dutch Amazon sellers are leaving 5-20% conversion on the table with their listings. Not because of bad products. Because of mediocre A+ Content. Or none at all.
The data confirms it. Amazon states on its own A+ Content page up to 8% conversion lift for Basic A+ and up to 20% for Premium A+. You don't reach that upper bound with standard templates, but with optimised A+ Content. The gap between a mediocre and an excellent execution can add up to a multiple on the same product.
Yet the reality is that most NL sellers use standard templates, upload generic product photos and don't deploy the modules strategically. The potential goes unused.
This article explains what A+ Content does for your conversion, why most implementations fall short, and how to get it right.
What A+ Content does for conversion (and why it works)
A+ Content replaces the standard product description with visual modules. Comparison tables, lifestyle images, feature highlights, brand stories. It's the space where you convince the customer to buy instead of clicking away.
The impact is well documented.
The baseline. Simply having A+ Content versus not having it already delivers a measurable sales bump. That's the low-hanging fruit: filling in the standard modules lifts your listing above a bare text description.
The upper range. Amazon itself cites up to 8% conversion lift for Basic A+ Content and up to 20% for Premium A+ Content. Optimised A+ Content, with professional imagery, strategic module selection and strong copy, sits at the top of that range. The difference is entirely in execution quality. The same modules, filled better, deliver a multiple of the result.
The outlier. In practice we see listings that go from mediocre to outstanding A+ Content lift their conversion rate sharply, sometimes close to doubling it on that single product. That's not an average and not a percentage of sellers. That's what happens when the execution is right.
Why does it work? Three mechanisms.
Information density. A+ Content gives you more space to communicate product information. Not more text. More visual information. Comparison tables show why your product is the better fit. Lifestyle images show the product in use. Feature highlights communicate benefits instead of specifications.
Trust. Professional A+ Content signals that you're a serious brand. Not a random seller with an AliExpress product and Google Translate copy. That perception is directly linked to purchase intent.
Return reduction. Better product information leads to better expectations. Better expectations lead to less disappointment upon receipt. Less disappointment leads to fewer returns. The impact on your profitability is as large as the conversion lift itself.
The flywheel effect: why A+ Content works exponentially
This is where it gets interesting. A+ Content doesn't work linearly. It works as a flywheel.
Better A+ Content leads to higher conversion. Higher conversion leads to more sales. More sales lead to more reviews. More and better reviews lead to higher search ranking. Higher ranking leads to more visibility. More visibility leads to more clicks. And more clicks at the same conversion rate leads to even more sales.
Amazon's algorithm rewards this. The platform wants to show products that convert well, because that earns Amazon commission. Every improvement in your conversion gets rewarded with better visibility.
The reverse is also true. Mediocre A+ Content leads to low conversion. Low conversion leads to fewer sales, fewer reviews, lower ranking, less visibility. A negative spiral.
The ACoS effect. This is the part most sellers overlook. When your conversion rate increases, your advertising cost per sale decreases. Your Advertising Cost of Sales (ACoS) improves. Every click on a sponsored product is worth more, because a higher percentage of clicks results in a sale. You can either keep the same budget and sell more, or spend less budget and maintain the same revenue.
At an average ACoS of 25% and a conversion lift of 10%, a seller with 100,000 euros in ad spend saves roughly 2,000 euros per month in advertising costs. Or those euros go towards more sales at the same ACoS.
Why most NL sellers don't capture the potential
The gap is clear: sellers' attention goes mostly to text, tweaking titles and bullets, and far less to the visual presentation of the listing. And with A+ Content, visual presentation is everything. It's the same logic that drives the conversion impact of professional product photography: the image does the persuading.
Mistake 1: Template thinking
Amazon offers standard A+ modules. Many sellers fill those in with whatever images and copy they happen to have. A product photo here, a bullet point there. The result looks like a filled-in form, not a persuasive product page.
The issue: the modules are neutral. They become good or bad based on what you put in them. A comparison table with vague descriptions convinces no one. A comparison table with concrete, specific differences and professional product photography convinces everyone.
Mistake 2: Same images as above the fold
Many sellers use the same product photos in their A+ Content as in the main images. The customer sees the same visuals twice. That's not added value. That's repetition.
A+ Content is your chance to tell the story that the main images can't. Use it for lifestyle shots, detail photos, size comparisons, material information, the brand story. Everything the customer needs to remove the last doubt.
Mistake 3: No brand identity in A+ Content
This is the biggest missed opportunity. A+ Content is where your brand comes alive on Amazon. But most sellers treat it as a technical add-on, not a brand experience.
Consistent colour usage, typography that matches your brand, images that share the same style as your other channels, a tone of voice that's recognisable. That's what separates A+ Content from a filled-in form.
Mistake 4: No mobile optimisation
Over 60% of Amazon traffic comes from mobile. Yet most sellers design their A+ Content on desktop. Text that's readable on desktop is unreadable on a phone screen. Images that look impressive on desktop are too small to show detail on mobile.
Design mobile-first. Always check the mobile preview in Seller Central before publishing.
The modules with the most impact
Not all A+ Content modules are equal. Some have proven more impact on conversion than others.
Comparison table (Comparison Chart Module)
This is consistently the best-performing module. It enables customers to compare variants or models side by side. But the real effect is psychological: the customer compares your products with each other instead of your product with a competitor's. You control the comparison.
Well-filled comparison tables consistently rank among the best-converting modules. The key: use concrete, specific characteristics. Not "good quality" versus "excellent quality." But "300g bamboo fibre" versus "500g bamboo fibre with extra filling."
Feature highlight module
Three or four images with short text, each communicating a specific benefit. Not a feature. A benefit. The difference: "Made from bamboo" is a feature. "Temperature-regulating: never wake up sweating again" is a benefit.
The images must support this visually. A close-up of the material structure, a lifestyle shot of comfortable sleeping, an infographic with temperature data. Visual evidence is more convincing than text alone.
Brand Story module
Since Amazon made Brand Story available to all Brand Registered sellers, this is the module that carries your brand identity. It appears at the top of your A+ Content and tells customers who you are, what you stand for and why they should trust you.
It's also the gateway to Premium A+ Content. Once you have Brand Story active across all your ASINs, you qualify for Premium modules with interactive elements and video.
Standard image module with text
The basics, but not to be underestimated. Large images with short, punchy text. Use this for lifestyle images showing the product in context, detail photos revealing material and finish, or infographics communicating complex information visually.
The mistake most make: too much text on the image. A+ Content is visual. Let the images do the work. Text supports but doesn't dominate.
How to approach A+ Content strategically
An action plan for A+ Content that actually converts.
Step 1: Analyse your current data
Before you design anything, look at your current numbers. What's your conversion rate? How does it compare to the category benchmark? Where do customers drop off? Which questions keep coming up in reviews and Q&A?
That data determines what your A+ Content needs to communicate. If customers systematically ask about sizing, your A+ Content needs a size comparison. If reviews complain about colour deviation, your A+ Content needs realistic colour images.
Step 2: Determine your module order strategically
Module order isn't random. Place the most convincing information at the top. The comparison table if you have multiple variants. The strongest lifestyle images if you sell a single product. The brand story if your differentiation lies in trust.
Think like a salesperson in a physical store. What would you show first? That goes on top.
Step 3: Invest in images that tell the story
This is where most projects succeed or fail. A+ Content without professional, brand-aligned images is like a restaurant with a beautiful menu but bad food. The promise doesn't match the experience.
Invest in product photography made specifically for A+ Content. Not your standard product photos repurposed, but images that fit the modules and tell the story the customer needs. Whether that should be photography, CGI or AI visualisation depends on your product and category, a consideration we work out in CGI versus AI product visualisation.
See our product photography approach to learn how we create images specifically designed for marketplace listings.
Step 4: Write copy that sells, not describes
A+ Content copy isn't a product description. It's sales copy. Short, direct, benefit-oriented.
Every piece of text in your A+ Content answers the question: "Why should I buy this?" Not: "What is this?" Features translate to benefits. Specifications translate to results. Technical details translate to what the customer gets out of it.
Step 5: Test, measure, optimise
A+ Content isn't finished when it goes live. It's finished when it converts optimally. Amazon offers A/B testing via Manage Your Experiments, which lets you test different versions of your images, titles, bullets and A+ Content against each other. Use it.
Test one element at a time. Main image A versus B. Comparison table with three columns versus five. Lifestyle image versus infographic. Measure for at least two weeks before drawing conclusions.
The ROI of professional A+ Content
Let's do the maths.
An average NL Amazon seller with 50,000 euros monthly revenue and a 10% conversion rate. A 10% conversion lift from optimised A+ Content means 5,000 euros extra revenue per month. 60,000 euros per year.
A professional A+ Content package including photography, design and copy costs between 2,500 and 5,000 euros. The investment pays for itself in the first month.
Add the flywheel effect: higher ranking, more organic sales, lower ACoS. The total impact over 12 months is a multiple of the initial investment.
The sellers who don't do this compete on price and ad budget. The sellers who do compete on conversion. And conversion always beats budget.
Get started with A+ Content
A+ Content isn't a nice-to-have. It's the difference between listings that convert and listings that waste clicks.
The data is clear: up to 8% conversion lift for Basic and up to 20% for Premium A+ (Amazon), a flywheel effect on ranking and ad costs, and listings that lift their conversion sharply when the execution is strong. The difference isn't whether you have A+ Content, but how good it is. The same principles apply to other marketplaces, as we describe in ranking higher on bol.com.
Most NL sellers don't capture the potential. Standard templates, recycled photos, generic copy. That's not A+ Content. That's a missed opportunity.
Want to know what optimised A+ Content can do for your Amazon listings? See our Amazon A+ Content design service or the broader product listing design, or get in touch for a no-obligation analysis of your current listings.
