2026-10-18
Amazon A+ Content and Brand Story Checklist (US): Confirmed Official Rules and Unknowns
Amazon US A+ Content and Brand Story rules from official pages, each with source and check date 2026-10-18. Conflicts shown side by side; unknowns marked.
Disclosure: This page contains no tracked affiliate links. We have not tested any of this on a live Amazon account. Every rule below comes from the official Amazon page named in the Source column, as recorded in our data layer on 2026-10-18, for the US marketplace only. Other marketplaces: unknown. Amazon changes its rules; confirm in Seller Central before you publish. See our full disclosure and methodology.
A checklist for sellers preparing A+ Content and Brand Story on Amazon. It lists only items our data marks as confirmed from official sources, shows where sources disagree, and marks everything else as unknown. For AI-assisted drafting see Amazon A+ Content with AI; for listing images see the image requirements.
Eligibility, types and limits (confirmed)
| Requirement (US) | Source | Checked |
|---|---|---|
| Basic A+ eligibility: available to sellers on a Professional selling plan who are enrolled in Brand Registry. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Premium A+ eligibility: available to registered brands that meet certain criteria. The criteria are shown after logging in, so the exact criteria are unknown here. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Brand Story eligibility: Brand Registry enrollment is required (A+ Content itself is not required). Creating one through the API fails without Brand Registry. | SP-API: A+ Content Troubleshooting | 2026-10-18 |
| Cost: free for sellers who meet the eligibility requirements. | sell.amazon.com: A+ Content | 2026-10-18 |
| Types and limits: Basic A+ has up to 5 modules and 14 module types. Premium A+ has up to 7 modules and 19 module types (it includes all Basic features). Brand Story has up to 19 cards and 4 module types, with image size 362 x 453. | Types of A+ Content (Amazon PDF) | 2026-10-18 |
| Live content per listing: only one enhanced product description type (Basic or Premium) can be live on a listing at a time. Brand Story appears under “From the brand”; A+ appears under “Product description”. | Types of A+ Content (Amazon PDF) | 2026-10-18 |
| Mixing types: via the API, a content document cannot contain both premium and standard module types; Brand Story is its own document. | SP-API: A+ Content Troubleshooting | 2026-10-18 |
| Review: content goes live after it passes a validation process. Desktop and mobile preview and save-as-draft are available. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
Content rules for A+ (confirmed)
| Requirement (US) | Source | Checked |
|---|---|---|
| Image file size: images should be no larger than 2MB (design guide wording). | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Text in images: avoid embedding text in images so mobile customers can read the details. Resized images can blur, so follow the module dimension requirements. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Prohibited, claims: no claims such as “best-selling” or “top-rated” in text or images. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Prohibited, warranty: no warranty or guarantee information in text placements. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Prohibited, pricing, links and contact: no pricing, promotional or shipping details, QR codes, hyperlinks, directions to other web pages, or contact information. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Prohibited, competitors: never reference or compare products with competitors. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
| Image restrictions: avoid low-resolution or animated images; have rights to all images, videos and text; substantiate awards and endorsements with the certifying body and year. | sell.amazon.com: A+ Content design guide | 2026-10-18 |
The complete A+ Content guidelines page in Seller Central is login-gated and was not read, so these rules are a subset, not the full guidelines.
Standard (Basic) A+ modules: image slot sizes
Source: Standard A+ module templates (Amazon PDF), checked 2026-10-18. Sizes are as printed in the template labels (pixels); whether they are exact or minimum sizes is not stated (unknown). The template gives no headline or body character limits (unknown).
| Module | Image slots (px) |
|---|---|
| Single Image & Sidebar | 300x400, 350x175 |
| Single Left Image | 300x300 |
| Single Right Image | 300x300 |
| Four Images & Text | 200x200 x4 |
| Comparison Chart | 150x300 x1-6 (optional) |
| Four Image Highlights | 400x400, X00xX00 (as printed in the template; value not given) |
| Single Image & Specs Detail | 300x300 |
| Single Image & Highlights | 300x300 |
| Three Images & Text | 300x300 x3 |
| Four Images / Text Quadrant | 135x135 x4 |
| Image & Dark Text Overlay | 970x300 |
| Image & Light Text Overlay | 970x300 |
| All Text | no image slot listed |
| Technical Specifications | no image slot listed |
Premium A+ modules (SP-API constraints)
Source: SP-API: Premium Modules, checked 2026-10-18. These are SP-API (A+ Content API) constraints. They are not necessarily the same as what the Seller Central interface shows or enforces. Field types are omitted; “Required” and “Optional” are as listed in the API documentation.
| Module type | Fields and constraints |
|---|---|
PREMIUM_IMAGE_TEXT |
positionType (Required): LEFT |
PREMIUM_FULL_BACKGROUND_IMAGE |
desktopImage (Required): min 1464w × 600h px; mobileImage (Required): min 600w × 450h px; headline (Optional): value: max 80 chars; footer (Optional): textList: 1–4 items; total < 301 chars |
PREMIUM_FULL_BACKGROUND_TEXT |
positionType (Required): LEFT |
PREMIUM_FOUR_COLUMN_IMAGES |
headline (Optional): value: max 80 chars; columns (3–4 items) (Required); position (Required): 1–4; unique per columns array; image (Required): min 300w × 225h px; headline (Optional): value: max 30 chars; description (Optional): textList: 1–5 items; total ≤ 150 chars |
PREMIUM_DUAL_IMAGE_TEXT |
headline (Optional): value: max 50 chars; columns exactly 2 items (Required); position (Required): 1 or 2; unique per columns array; image (Required): min 650w × 350h px; headline (Optional): value: max 50 chars; description (Optional): textList: 1–5 items; total ≤ 300 chars |
PREMIUM_TEXT |
description (Required): textList: 1–11 items; total ≤ 5000 chars; headline (Optional): value: max 80 chars |
PREMIUM_IMAGE_CAROUSEL |
headline (Optional): value: max 80 chars; footer (Optional): textList: 1–4 items; total ≤ 300 chars; carouselCards (2–6 items) (Required); position (Required): 1–6; unique per carousel; title (Optional): value: max 50 chars; buttonText (Optional): value: max 12 chars; asin (Optional): value: exactly 10 chars; description (Optional): textList: 1–4 items; total ≤ 200 chars; desktopImage (Required): min 1464w × 600h px; mobileImage (Required): min 600w × 450h px |
PREMIUM_NAVIGATION_CAROUSEL |
carouselCards 2–5 items (Required); position (Required): 1–5; unique per carousel; navText (Required): value: 1–25 chars; not blank; desktopImage (Required): min 1464w × 600h px; mobileImage (Required): min 600w × 450h px; title (Optional): value: max 50 chars; subtitle (Optional): value: max 25 chars; description (Optional): textList: 1–4 items; total ≤ 100 chars |
PREMIUM_REGIMEN_CAROUSEL |
headline (Optional): value: max 100 chars; carouselCards 2–5 items (Required); position (Required): 1–5; unique per carousel; navText (Required): value: 1–20 chars; not blank; desktopImage (Required): min 1464w × 600h px; mobileImage (Required): min 600w × 450h px; title (Optional): value: max 20 chars; description (Optional): textList: 1–4 items; total ≤ 100 chars |
PREMIUM_THREE_COLUMN_COMPARISON |
headline (Required): value: 1–80 chars; not blank; comparisonProducts (exactly 3 items) (Required); position (Required): 1–3; unique per array; productTitle (Required): value: 1–30 chars; productAsin (Required): value: exactly 10 chars; image (Required): min 300w × 225h px; comparisonRows 2–5 items (Required); position (Required): unique per array; metricValues exactly 3 items (Required); metricName (Required): value: 1–30 chars; metricValue (Required): textList: 1 item; max 80 chars |
PREMIUM_COMPARISON_CAROUSEL |
headline (Required): value: 1–25 chars; not blank; comparisonProducts (3–5 items) (Required); position (Required): 1–5; unique per array; productTitle (Required): value: 1–25 chars; productAsin (Required): value: exactly 10 chars; desktopImage (Required): min 488w × 700h px; mobileImage (Required): min 600w × 450h px; comparisonMetrics (3–7 items) (Required); position (Required): 1–7; unique per array; metricName (Optional): value: max 20 chars; comparisonType (Required): checkbox |
PREMIUM_COMPARISON_SCROLLER |
headline (Required): value: 1–80 chars; not blank; showATC (Optional): true |
PREMIUM_HOTSPOT_IMAGE |
desktopImage (Required): min 1464w × 600h px; hotSpots (2–6 items) (Required); title (Required): value: 1–50 chars; xCoordinate (Required): string pixel value (for example, “25”); yCoordinate (Required): string pixel value (for example, “150”); mobileImage (Required): min 600w × 450h px; description (Optional): value: max 200 chars |
PREMIUM_HOTSPOT_IMAGE_TEXT |
headline (Required): value: 1–80 chars; not blank; mainDescription (Optional): textList: 1–2 items; total ≤ 300 chars; desktopImage (Required): min 1464w × 600h px; hotSpots (2–6 items) (Required); title (Required): value: 1–50 chars; xCoordinate (Required): string pixel value (for example, “25”); yCoordinate (Required): string pixel value (for example, “150”); mobileImage (Required): min 600w × 450h px |
PREMIUM_FAQ |
colorType (Required): DARK |
PREMIUM_TECH_SPECS |
headline (Optional): value: max 80 chars; columnCount (Required): 1 or 2; techSpecs (4–16 items) (Required); specKey (Required): value: 1–30 chars; specValue (Required): value: 1–500 chars |
PREMIUM_VIDEO_TEXT |
positionType (Required): LEFT |
PREMIUM_HERO_VIDEO |
heroVideo (Required): preview min 1464w × 600h px; video min 960w × 540h px; headline (Optional): value: max 80 chars; footer (Optional): textList: 1–4 items; total ≤ 300 chars |
PREMIUM_VIDEO_IMAGE_CAROUSEL |
headline (Optional): value: max 80 chars; carouselCards 2–6 items (Required); position (Required): 1–6; unique per carousel; positionType (Required): LEFT |
Brand Story
| Requirement (US) | Source | Checked |
|---|---|---|
| Placement: a carousel with a full-width background and up to 19 content cards, shown as “From the brand” above existing A+ content. | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
| Background card (UI guide): desktop 1464 x 625 px required; mobile 463 x 625 px required; .PNG and .JPEG; headline 30 characters; description 135 characters. | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
| Brand Logo and Description card (UI guide): logo 315 x 145 px (.PNG/.JPEG); descriptive text 450 characters. See the conflict below about the logo size. | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
| Brand Questions card (UI guide): preloaded or custom questions; total text length 750 characters. The API limits are per field (70-character question, 200-character answer, exactly 3 pairs); the two sources differ in granularity. | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
| Brand Focus Image card (UI guide): image 362 x 453 px (.PNG/.JPEG); overlay headline 30 characters; overlay text 135 characters. | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
| Four-ASIN card image: about 166 x 182 px; card title 30 characters (optional). | A+ Brand Story guide (Amazon PDF) | 2026-10-18 |
Brand Story modules (SP-API constraints)
Source: SP-API: Brand Story Modules, checked 2026-10-18. As above, these are API constraints and not necessarily identical to the Seller Central interface.
| Module type | Fields and constraints |
|---|---|
BRAND_STORY_IMAGE_WITH_LOGO |
title (Optional): value: max 30 chars; description (Optional): textList: max 3 rows; total ≤ 135 chars; desktopImage (Required): min 1464w × 625h px; mobileImage (Required): min 463w × 625h px |
BRAND_STORY_FOUR_ASIN |
title (Required): value: max 30 chars; brandStoreId (Optional): value: max 100 chars; asinImages (exactly 4 items) (Required); productImage (Required): min 166w × 182h px; productAsin (Required): value: exactly 10 chars |
BRAND_STORY_MEDIA_ASSET |
title (Optional): value: max 30 chars; description (Optional): textList: max 3 rows; total ≤ 135 chars; image (Required): min 362w × 453h px |
BRAND_STORY_ABOUT |
logoImage (Required): min 315w × 145h px; title (Optional): value: max 30 chars; slogan (Optional): textList: max 10 rows; total ≤ 450 chars |
BRAND_STORY_QUESTIONS |
questionAnswerPairs (exactly 3 items) (Required); question (Optional): value: max 70 chars; answer (Optional): textList: max 3 rows; total ≤ 200 chars |
Where official sources conflict
We do not decide which source is right; confirm the current requirement in Seller Central.
| Topic | Source A | Source B |
|---|---|---|
| Main image share of frame | 85% of the image (Seller Central forum: reply by Amazon staff (Glenn_Amazon)) | At least 80% of the image area (Listings Starter Guide (Amazon PDF)) |
| Minimum image pixels | 500 to 10,000 pixels on the longest side (Seller Central forum: Product Image Requirements (Amazon post)) | At least 500 x 500 pixels (Listings Starter Guide (Amazon PDF)) |
| Brand Story logo minimum size | 315 x 145 px (A+ Brand Story guide (Amazon PDF); SP-API: Brand Story Modules) | 362 x 453 (“Brand Story logo”, SP-API: A+ Content Troubleshooting) |
All three conflicts were checked on 2026-10-18. The first two concern listing images and are explained in the image requirements guide. For the logo row, the Brand Focus Image card and the media-asset module list 362 x 453 for their own images, and the logo card and About module list 315 x 145; we only record the numbers.
Unknown: official sources did not give it
- Full A+ Content guidelines page (Seller Central): unknown; login-gated, not read.
- Premium A+ eligibility criteria: unknown; shown only after login.
- Standard module headline and body character limits: unknown; the template PDF gives none.
- Brand Story prohibited-content list: unknown. The pages we could read give best practices only (avoid excessive text in images, avoid duplicating the background imagery). Whether the A+ prohibited list applies to Brand Story is unknown.
- Brand Story maximum file size: unknown.
- Whether Standard slot sizes are exact or minimum: unknown.
We do not fill these with third-party articles.
Pre-publish checklist
- Confirm eligibility: Professional plan plus Brand Registry for Basic A+; Brand Registry for Brand Story; Premium criteria shown after login.
- Pick one live type per listing (Basic or Premium); do not plan to mix standard and premium modules in one API document.
- Keep images at or below 2MB and avoid low-resolution or animated images.
- Keep text out of images where possible so it stays readable on mobile.
- Remove prohibited content: best-selling or top-rated claims, warranty text, pricing, promotions, shipping details, QR codes, links, contact details, competitor references.
- Check the module dimensions you chose, and check the conflict table before sizing the Brand Story logo.
- Use preview and save-as-draft, then wait for validation before expecting the content to go live.
Sources
- sell.amazon.com: A+ Content design guide (checked 2026-10-18)
- sell.amazon.com: A+ Content (checked 2026-10-18)
- Types of A+ Content (Amazon PDF) (checked 2026-10-18)
- Standard A+ module templates (Amazon PDF) (checked 2026-10-18)
- A+ Brand Story guide (Amazon PDF) (checked 2026-10-18)
- SP-API: Premium Modules (checked 2026-10-18)
- SP-API: Brand Story Modules (checked 2026-10-18)
- SP-API: A+ Content Troubleshooting (checked 2026-10-18)
- Seller Central forum: Product Image Requirements (Amazon post) (checked 2026-10-18)
- Seller Central forum: reply by Amazon staff (Glenn_Amazon) (checked 2026-10-18)
- Listings Starter Guide (Amazon PDF) (checked 2026-10-18)
Machine-readable copy: /api/v1/amazon-requirements.json. More guides are on the Amazon hub.
FAQ
Who can use A+ Content, Premium A+ and Brand Story?
Per Amazon pages checked on 2026-10-18: Basic A+ is for sellers on a Professional selling plan enrolled in Brand Registry; Premium A+ is for registered brands that meet criteria shown after login (unknown here); Brand Story needs Brand Registry. This is for the US marketplace only.
What can I not put in A+ Content?
Amazon's A+ design guide lists, among others: claims such as best-selling or top-rated, warranty or guarantee information, pricing, promotional or shipping details, QR codes, hyperlinks, contact information, and references to or comparisons with competitors. The full guidelines page is login-gated and not read, so this is not a complete list.
What are the character limits for Standard A+ modules?
Unknown. The Standard module template PDF gives required or optional status and image slot sizes only, with no character limits.
Are the Premium and Brand Story module tables the same as the Seller Central screens?
Not necessarily. Those tables come from Amazon's SP-API A+ Content documentation, so they are API constraints and may not match the Seller Central interface exactly.