Amazon is Hiding A+ Content: What it means for your brand
💸 How Much Does Amazon Advertising Really Cost in the UK?
Amazon has quietly reduced the visibility of A+ Content across multiple categories in both the UK and US. For many brands, this is a significant change — especially for those investing heavily in A+ and Premium A+. Below we breakdown what’s happening, why Amazon may be doing it, and how brands should adapt.
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What’s Actually Changing
United Kingdom
Most UK listings now show:
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A+ Content collapsed under a "Product Description” drop down
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Brand Story modules collapsed by default
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In some cases, no visible A+ Content on the first scroll
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United States
The US changes mirror the UK, though category rollouts vary. Many listings now show:
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Collapsed A+ Content
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Reduced Brand Story visibility
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Greater emphasis on images, titles, and video above the fold
A+ Content is Becoming Less Visible​
United Kingdom
In the UK, the majority of categories now show one of the following behaviours:
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A+ Content is collapsed behind a “Continue Reading” button
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It appears below reviews, making it far less likely to be seen
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Some listings show no A+ Content at all on desktop or mobile
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Brand Story modules are frequently collapsed or moved down the page
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Mobile layouts are now shorter, cleaner, and often hide A+ behind multiple scrolls
The result is a noticeable drop in impressions and engagement for brands who rely on A+ to deliver a richer shopping experience.
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United States
The US shows similar behaviour, though the rollout varies by category. Some categories still present A+ more clearly; others have adopted the same collapsed layout seen in the UK.
Current US trends include:
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A+ Content shifted below customer reviews
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Heavy emphasis on the main image gallery and title
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Increased use of comparison widgets and video above the fold
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Collapsed Brand Story carousel on mobile
In both markets, Amazon seems to be reducing how much supplementary content is visible during the initial scroll.
Why Amazon Might Be Hiding A+ Content
Amazon has not issued a formal statement, but several trends point to clear reasoning:
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Faster mobile load speeds by reducing heavy image modules
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Cleaner, more consistent layouts between listings
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Greater reliance on above-the-fold elements such as images, bullet points, and price
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Increased focus on ad placements like Sponsored Brands Video
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Ongoing A/B testing for AI-driven page layouts
Amazon appears to be simplifying the shopping experience, especially for mobile.
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What This Means for Brands
Reduced Conversion Influence
A+ no longer appears prominently, which weakens its impact on conversion and product education.
Lower ROI for Premium A+
Premium A+ layouts are expensive to produce; with reduced visibility, they may only be worthwhile for flagship SKUs.
More Pressure on Top-of-Page Elements
With less A+ visibility, brands must rely on:
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Strong images
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Short, clear titles
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Benefit-led bullet points
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High-quality video
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Correct variant structure
These now influence conversions far more than long-form modules.
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How Brands Should Respond
1. Optimise Above the Fold
Focus on what Amazon always shows:
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Image gallery
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Title
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Bullet points
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Price and variations
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Videos
2. Keep A+ Content — But Simplify It
A+ still helps with SEO, indexing, and brand reassurance for customers who scroll. Keep it concise and mobile-friendly.
3. Strengthen Your Brand Store
Stores become more important for storytelling, education, and cross-selling — especially when using Sponsored Brands Video.
4. Use Video Strategically
Video is still consistently visible and delivers strong engagement.
5. Reserve Premium A+ for Key Products
Apply it selectively to high-traffic, high-margin SKUs only.
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Looking Ahead
Amazon is clearly moving towards:
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faster mobile-first listings
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standardised layouts
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more automated or AI-driven content placement
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greater reliance on ads and brand stores
Brands that shift their strategy now will gain an advantage as these changes continue.
