A+ Content is free, gated behind a trademark, and reported to lift conversion by 3% to 10%

Key takeaways

• A+ Content is included with Brand Registry at no additional cost. Reported conversion lift is 3% to 10% — a range from vendors selling related services, so treat the magnitude as indicative.
• Conversion is consistently described as the dominant ranking signal, which means a conversion tool is also a ranking tool. That is why reporting recommends deploying A+ Content first.
• Brand Analytics gives search and customer data that non-enrolled sellers cannot see. It is arguably the most underused item in the stack and it costs nothing to read.
• Manage Your Experiments allows A/B testing on listings, which converts opinion about creative into measurement.
• Project Zero and Transparency are the enforcement tools — self-service counterfeit removal and unit-level authentication — and they are the reason Brand Registry changes your position in an IP dispute.

Sellers enrol in Brand Registry, use A+ Content and Sponsored Brands, and leave the rest. The unused tools include the two that answer questions this site keeps returning to: what your customers actually search for, and how to remove a counterfeiter without asking Amazon to arbitrate.

Enrolment and the trademark it requires are covered in the Brand Registry guide. This is about what to do once you are in.

01A+ Content

Enhanced description modules replacing the plain text block: comparison charts, image and text modules, brand story sections.

Reported conversion lift: 3% to 10%. That figure comes from sources selling listing tools and agency services, so treat it as indicative of direction rather than a measurement. The mechanism is not in dispute — richer content answers pre-purchase questions, and answered questions convert.

Why it is the first thing to deploy. Reporting names it as the fastest conversion impact among the registry tools, and conversion is described as the dominant ranking signal — see the listing guide. A conversion improvement is therefore also a ranking improvement, and a ranking improvement is free traffic.

What to actually put in it. The same discipline as the rest of a listing: answer the questions that cause returns. The returns guide covers reading return reason codes, and those codes are a specification for A+ Content. If people return the product because it is smaller than expected, the comparison chart should carry dimensions against a familiar object.

One caution. A+ Content is not indexed for search the way title and bullets are. It is a conversion asset, not a keyword field — putting keywords there instead of in the 249-byte backend field wastes both.

02Brand Analytics

Search and customer data non-enrolled sellers cannot see: search terms bringing traffic to your category, click and conversion share by ASIN, what customers bought instead of your product, and repeat purchase behaviour.

Why this is underused: it is a reporting tool with no obvious button to press, so it does not feel like doing something.

Two concrete uses.

Feeding the listing. Search terms with high volume where your click share is low are keyword problems. Terms where click share is high but conversion share is low are listing problems. That distinction is expensive to work out any other way.

Feeding advertising. Our PPC guide notes that the useful relationship runs from paid discovery to organic terms. Brand Analytics gives you part of that picture without paying for the clicks first.

03Manage Your Experiments

A/B testing on listing elements — titles, images, A+ Content — for eligible ASINs.

Why it matters more than it sounds. Every recommendation about creative on Amazon, including in this guide, is an argument. A test is a measurement on your product with your traffic.

One caveat that reporting makes well: a conversion lift that does not move contribution profit is not a win. A test that improves conversion by lowering price has proved something about price, not about creative. Check the result against the fee stack.

04Stores

A branded storefront collecting your catalogue outside the standard listing structure.

Where it earns its place: as a destination for external traffic. If you are following the diversification argument, traffic arriving from an email list or social post lands better on a store than on a single product page — and external traffic is reported as a ranking signal.

Where it does not: as a substitute for listing quality. Almost nobody browses to a store from within Amazon search.

05Project Zero and Transparency

These are the enforcement tools, and they change your position rather than your presentation.

Project Zero — self-service counterfeit removal. Instead of filing a complaint and waiting, an enrolled brand can remove counterfeit listings directly.

Transparency — unit-level authentication, with a unique code per unit.

Why this matters against everything else on this site. The IP guide describes the difficulty of being on the receiving end of a complaint: you are asking Amazon to overrule a rights owner. Brand Registry with these tools puts you on the other side of that asymmetry — you become the rights owner, and a hijacker on your listing becomes a self-service removal rather than a support case.

For anyone building a private-label brand, this is the substantive argument for the trademark. The content tools are worth having; the enforcement position is worth the filing fee on its own.

06Sponsored Brands and Sponsored Display

Ad formats gated behind registry.

The caution from the PPC guide applies directly: reporting describes these formats as amplifying a funnel that already works rather than fixing a broken one, and warns against relying on them before Sponsored Products is profitable. Reported CPCs are also higher — $1.10 to $2.50 for Sponsored Brands against $0.80 to $1.20 for Sponsored Products.

Access is not a reason to use them.

07Vine

Covered in full in the Vine guide. Noted here because it is gated behind Brand Registry, which affects sequencing: a seller planning to use Vine for a launch needs the trademark in place first, and the trademark takes eight to fourteen months unless filed through the pending-application route.

08The order to deploy

1. A+ Content on your highest-traffic ASINs. Fastest conversion impact, free.
2. Brand Analytics read monthly. Free, and it tells you where the next problem is.
3. Manage Your Experiments on anything you disagreed with yourself about.
4. Project Zero and Transparency if you have a hijacker problem, or before you have one.
5. Stores when you have external traffic to send somewhere.
6. Sponsored Brands only once Sponsored Products is profitable.
7. Vine at launch, once — see the guide, because it is once per ASIN for life.

Steps 1 to 4 cost nothing beyond time. That is unusual on a platform where most improvements are purchased, and it is the practical argument for treating Brand Registry as infrastructure rather than a marketing feature.

Frequently asked

Does A+ Content cost extra?

No. It is included with Brand Registry, which is itself free once you have a trademark. The cost is the trademark and the time to build the modules.

How much does A+ Content improve conversion?

Reported at 3% to 10%, by sources selling listing tools and services without stated method. Treat it as directional. The mechanism — richer content answering pre-purchase questions — is not in dispute.

Is A+ Content indexed for search?

It is a conversion asset rather than a keyword field. Keywords belong in the title, bullets and the 249-byte backend search terms field.

What is Brand Analytics for?

Search and customer data non-enrolled sellers cannot see. High-volume terms with low click share are keyword problems; high click share with low conversion share are listing problems. It costs nothing to read.

What do Project Zero and Transparency do?

Project Zero enables self-service counterfeit removal; Transparency adds unit-level authentication. Together they move you from filing complaints to removing listings, which is the substantive change Brand Registry makes to your position.

Should I use Sponsored Brands because I now can?

No. Reporting describes these formats as amplifying a working funnel rather than fixing a broken one, at higher reported CPCs than Sponsored Products. Access is not a reason to spend.

Sources

1. Amazon Brand Registry and trademark playbook (2026) (tools unlocked including A+ Content, Stores, Brand Analytics, Sponsored Brands, Vine and Posts; deploying A+ Content first for fastest conversion impact; Project Zero and Transparency requiring Brand Registry), Evolve Media Agency accessed 2026-08-08
2. Amazon Brand Registry: requirements and how to enrol (2026) (A+ Content reported to boost conversions 3–10%), Listing Forge accessed 2026-08-08
3. Amazon Brand Registry benefits: what brands get in 2026 (tool stack including A+ Content, Stores, Brand Analytics and Manage Your Experiments; customer data non-enrolled brands cannot see), SupplyKick accessed 2026-08-08
4. Amazon listing optimization 2026: A10 algorithm playbook (validating listing changes with A/B testing; tying changes to contribution profit rather than conversion rate alone), Nova Analytics accessed 2026-08-08
5. Cost of Amazon advertising in 2026 (Sponsored Display and Sponsored Brands amplifying a working funnel rather than fixing a broken one), Bridgeway Digital accessed 2026-08-08
6. Amazon advertising cost: ACOS and fees (Sponsored Products $0.80–$1.20 and Sponsored Brands $1.10–$2.50 per click), Build Grow Scale accessed 2026-08-08
7. Amazon listing optimization: the complete 2026 guide (external traffic from social, email and influencers as a compounding ranking advantage), Shotova accessed 2026-08-08