Nobody scrolls to A+ Content to learn what a product is. They already know. They scroll to find the reason not to buy it, and the pages that convert are the ones that answer that reason before it fully forms.
Most A+ galleries online show you pretty pages. That is the least useful way to study A+, because you cannot see why the modules are in that order, what the headline was doing, or what the designer was worried the shopper would think. This guide flips it. Every layout below is described by structure: which modules, in what order, with what kind of headline, answering which objection. The visual treatment is yours to design. The structure is what transfers.
Evolve Media Agency designs A+ Content for Amazon brands, and these 25 layouts come from pages we have built or audited, anonymized by category. That means we have an interest in you thinking A+ matters. It also means every layout here was tested against a real listing rather than lifted from a gallery. Section 12 covers when A+ is not the thing to spend money on.
A note on scope. The A+ Content guide covers eligibility, specs, module dimensions and the submission process. The Premium vs Standard decision framework covers whether you should be using Premium modules at all. This post assumes you know the basics and want to see how the pieces fit together on a real page.
How To Read These Teardowns
Each layout is described in the same four lines so you can scan for the one that matches your product.
The modules top to bottom, using Amazon's names. Standard A+ allows up to seven modules; most of these use four to six. Premium modules are labeled as such.
The type of headline on each module: promise, proof, objection-flip, instruction or comparison. Not the words, which are yours to write.
The specific doubt the module exists to remove. If a module does not answer a doubt, it is decoration and should be cut.
One line on the mechanism. Usually it is sequencing: the module appears where the shopper's attention is, right after the doubt forms.
Objection sequencing. Ordering A+ modules by the order in which shoppers raise doubts for that category, rather than by the order the brand wants to tell its story. The brand story belongs in the Brand Story module above A+; A+ itself is the place to answer questions. Most underperforming A+ pages have the modules in brand-story order.
One thing to notice across all 25: the first module is almost never a company logo or a "who we are" block. The first module restates the promise the shopper clicked on, in a full-width image with a short headline. The Brand Story module already covers who you are; using A+ slot one for it again wastes the only module every shopper sees.
Supplements: Three Layouts
Supplements carry the heaviest objection load on Amazon: does it work, is it safe, is it real, how much do I take. They also carry the heaviest compliance load, which limits what a headline can say. The three layouts below handle the same objections with different module choices.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 01. Daily probiotic | Image Header with Text → Four Image & Text → Single Image with Specs Detail → Comparison Chart → Standard Text | Promise → proof x4 → instruction → comparison → disclosure | Does it survive digestion; how many strains; when do I take it; which of your five do I buy |
| 02. Magnesium sleep blend | Image & Dark Text Overlay → Three Images & Text → Single Image & Highlights → Technical Specifications → Company Logo | Promise → objection-flip x3 → proof → specs → trust | Will it make me groggy; which form of magnesium; is it third-party tested; what is the dose per serving |
| 03. Protein powder (Premium) | Premium Full Image → Premium Hotspot → Premium Video → Premium Comparison Chart → Premium Q&A | Promise → proof → instruction → comparison → objection-flip | What is in it; does it mix well; how does it taste; which flavor and size; is it safe for my diet |
Why these work
Layout 01 puts the specs module fourth, after the four-image proof block. Shoppers who reach a specs panel before they are convinced the product works read the specs skeptically; shoppers who reach it after three or four proof points read it as confirmation. The same information in slot two underperformed in an A/B test on the same listing.
Layout 02 uses Three Images & Text as three objection-flips in a row: "Not the kind that upsets your stomach," "Not a sedative," "Not a proprietary blend." Each headline names the fear and denies it. Compliance review is easier on denials than on claims, which is part of why this structure is common in supplements. Layout 03 is the Premium version, where the Q&A module handles the diet and allergen questions that would otherwise clutter the Standard Text module. The supplements playbook covers the compliance side in depth.
Skincare And Beauty: Three Layouts
Beauty shoppers want to see the product on skin, know the ingredients, and know it is for their skin type. Texture and application shots do more work here than in any other category, which is why the image-heavy modules dominate.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 04. Vitamin C serum | Image Header with Text → Single Image & Sidebar → Four Image & Text → Multiple Image Module A → Comparison Chart | Promise → proof → instruction x4 → texture gallery → comparison | Is it stable; what percentage; how do I layer it; what does it feel like; serum or moisturizer |
| 05. Tallow balm (unscented) | Image & Light Text Overlay → Three Images & Text → Single Image & Highlights → Standard Text → Comparison Chart | Promise → objection-flip x3 → proof → ingredient list → comparison | Does it smell; will it clog pores; is it greasy; what exactly is in it; which size and format |
| 06. Hair growth kit (Premium) | Premium Full Image → Premium Regimen Carousel → Premium Dual Image & Text → Premium Video → Premium Comparison Chart | Promise → instruction (routine) → proof → demonstration → comparison | How long until results; what order do I use these in; is it for my hair type; how do I apply it; kit or singles |
Why these work
Layout 05 is the Bear Basics balm, our own brand, and the honest note is that the three objection-flips ("No scent. No fragrance masking a scent, either." and so on) were written directly from one-star reviews of competing balms. Review mining is the fastest way to find the objections that matter, and the review mining guide walks the method.
Layout 06 is the clearest case for Premium. A multi-step routine is exactly what the Regimen Carousel exists for, and a kit with an order-of-use question cannot be explained well in a static grid. If your product is a single item with no routine, Premium's advantage shrinks fast, which is the whole argument of the Premium vs Standard framework linked above.
Kitchen And Cookware: Two Layouts
Kitchen objections are physical: will it fit, will it clean, will it last. The best kitchen A+ pages read like a spec sheet with pictures, and the comparison chart does more cross-sell work here than in any other category because kitchen brands tend to sell sets and sizes.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 07. Cast iron skillet | Image Header with Text → Single Image with Specs Detail → Four Image & Text → Comparison Chart → Standard Text | Promise → specs (dimensions) → instruction x4 → comparison (sizes) → care | Will it fit my burner and oven; is it pre-seasoned; how do I care for it; 10 or 12 inch; can I put it in the dishwasher (no) |
| 08. Glass food storage set | Image & Dark Text Overlay → Three Images & Text → Single Image & Highlights → Comparison Chart → Technical Specifications | Promise → objection-flip x3 → proof (lid seal) → comparison (piece counts) → specs | Do the lids leak; will they stack; can I microwave and freeze them; which set size; exact capacities |
Why these work
Both put the comparison chart fourth, after the product has been explained, and use it to sell the set rather than to fight competitors. Amazon's comparison chart module only lets you compare your own ASINs, so its real job is cross-sell. A kitchen brand with a 10-inch, 12-inch and 15-inch skillet is leaving revenue on the page if the chart is missing or buried last. The listing image stack guide covers how the main images above A+ should set up these same objections so A+ does not repeat them.
Pet Products: Two Layouts
Pet shoppers buy on two questions: will my animal actually eat, wear or use this, and is it safe. The first question is emotional and answered with animals in the images. The second is rational and answered with ingredients, materials and sourcing.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 09. Dog fish oil | Image Header with Text → Four Image & Text → Single Image with Specs Detail → Standard Text → Comparison Chart | Promise → proof x4 (coat, joints, sourcing, pump) → dosing by weight → ingredients → comparison (bottle sizes) | Will it help; where is the fish from; how much for a 60-pound dog; what else is in it; which bottle |
| 10. Heavy-duty chew toy | Image & Light Text Overlay → Three Images & Text → Single Image & Sidebar → Comparison Chart → Company Logo | Promise (durability) → objection-flip x3 → proof (material, guarantee) → comparison (sizes by breed) → trust | Will my dog destroy it; is the material safe if swallowed; what if it fails; which size for my breed; who makes this |
Why these work
Layout 09 puts the dosing module third because weight-based dosing is the single most common pre-purchase question in pet supplements, and burying it in the Standard Text module at the bottom produces returns from people who bought the wrong bottle. Layout 10 is the only one in this set that ends with the Company Logo module, and it earns it: on a durability product with a guarantee, "who stands behind this" is a real closing objection. On most products it is not.
Baby And Kids: Two Layouts
Baby is the one category where safety comes before the product promise. Parents scan for certifications, materials and age ranges before they read anything else, so the layouts below move proof up a slot compared with every other category.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 11. Silicone feeding set | Image Header with Text → Single Image & Highlights → Four Image & Text → Technical Specifications → Comparison Chart | Promise → proof (materials, testing) → instruction x4 → specs (age, capacity, care) → comparison (colors, sets) | Is it food-grade and tested; does the suction base work; what age range; dishwasher and microwave; which set |
| 12. Toddler learning tablet | Image & Dark Text Overlay → Three Images & Text → Single Image with Specs Detail → Standard Text → Company Logo | Promise → proof x3 (content, durability, parental controls) → specs → what is included → trust | Is the content actually educational; will it survive being thrown; can I limit screen time; battery and storage; what comes in the box |
Why these work
Both lead with proof in slot two rather than slot three or four. In every other category that ordering would be premature; in baby it matches how parents read. Certifications should be named in the module text exactly as they appear on the packaging, and nothing more, because A+ review rejects unverifiable safety claims quickly. The specifics of what gets rejected and how to rewrite it get their own guide later in this series.
Apparel And Accessories: Two Layouts
Apparel returns are dominated by fit. An apparel A+ page that does not put a size and fit module near the top is going to pay for it in returns regardless of how good the lifestyle images are.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 13. Heated socks | Image Header with Text → Single Image with Specs Detail → Four Image & Text → Multiple Image Module A → Standard Text | Promise (warmth) → specs (battery, heat levels, run time) → instruction x4 → gallery (in use) → sizing and care | How warm and for how long; how do I charge and control them; can I wash them; what do they look like in a boot; which size |
| 14. Kids swim apparel | Image & Light Text Overlay → Single Image & Sidebar → Three Images & Text → Comparison Chart → Technical Specifications | Promise (sun protection) → proof (UPF rating) → objection-flip x3 → comparison (sizes by age and height) → fabric specs | Does it actually block UV; will it fade or stretch; is it quick-dry; which size for a 5-year-old; what is it made of |
Why these work
Layout 14 uses the comparison chart as a size chart, with each row a size ASIN and the attributes being age range, height range and chest measurement. That is an unconventional use of the module and it consistently outperforms a size chart buried in an image, because the chart is text, it is readable on mobile without pinch-zooming, and each row links to the right variation. Layout 13 puts sizing last only because heated socks are sold in fewer sizes and the battery questions dominate.
Home And Decor: Two Layouts
Home shoppers need scale and context. The objection is usually "what will this look like in my space," followed by dimensions and assembly. Lifestyle images do the first job; a specs module with a human or a common object for scale does the second.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 15. Bamboo toilet paper | Image Header with Text → Three Images & Text → Single Image & Highlights → Comparison Chart → Standard Text | Promise (soft, sustainable) → objection-flip x3 → proof (sheet count, ply) → comparison (pack sizes, subscribe) → sourcing | Is it actually soft; does it clog septic; is it more expensive per roll; which pack; where is the bamboo from |
| 16. Scented soy candle | Image & Dark Text Overlay → Four Image & Text → Single Image with Specs Detail → Multiple Image Module A → Comparison Chart | Promise (scent story) → proof x4 (wax, wick, burn time, jar) → specs (size, burn hours) → gallery (in rooms) → comparison (scents) | What does it smell like; is it clean-burning; how long does it last; how big is it in a room; which scent do I pick |
Why these work
Layout 15's second module is three denials, and the middle one ("Safe for septic systems") came straight from the top negative review of the category leader. Layout 16 solves the scent problem, which is that you cannot smell a candle through a screen, by describing scent as a sequence (top note, heart, base) in the opener and then spending four modules on the things you can verify: wax, wick, burn time and jar. Shoppers forgive an unknowable when everything knowable is nailed down.
Electronics And Gadgets: Three Layouts
Electronics objections are compatibility first, then setup, then specs. A page that opens with a spec dump loses the shopper who just wants to know if it works with their phone. A page that never gets to specs loses the shopper comparing it against three tabs.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 17. Wireless charger | Image Header with Text → Single Image & Highlights → Four Image & Text → Technical Specifications → Comparison Chart | Promise → proof (compatibility list) → instruction x4 → specs (wattage, input, safety) → comparison (models) | Does it work with my phone and case; how fast; does it overheat; what cable and brick; 2-in-1 or 3-in-1 |
| 18. Dash cam (Premium) | Premium Full Image → Premium Video → Premium Hotspot → Premium Dual Image & Text → Premium Comparison Chart → Premium Q&A | Promise → demonstration (footage) → proof (feature callouts) → instruction (install) → comparison (models) → objection-flip | How good is the footage at night; what does each part do; how hard is install; which model; does it need a subscription |
| 19. Bluetooth tracker | Image & Light Text Overlay → Three Images & Text → Single Image with Specs Detail → Standard Text → Comparison Chart | Promise → objection-flip x3 → specs (range, battery, water rating) → app and privacy → comparison (pack sizes) | Does it work with my phone's network; what is the real range; does the battery die in a month; is my location data safe; 1, 2 or 4 pack |
Why these work
Layout 17 puts a compatibility list in slot two as the proof module, with the phone models named. That single module answers the question responsible for most electronics returns. Layout 18 is Premium done right: a video module showing actual night footage answers the objection no still image can, and the Q&A module closes with the subscription question, which is the last thing a dash cam buyer checks. Layout 19 is worth noting for slot four: a Standard Text module on data privacy is dull to design and it is there because the reviews said it mattered.
Outdoor, Sports And Tools: Two Layouts
These categories share a buyer who reads specs and wants to see the product under load. Durability claims need a mechanism (material, rating, test) or they read as marketing.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 20. Insulated water bottle | Image Header with Text → Single Image with Specs Detail → Four Image & Text → Multiple Image Module A → Comparison Chart | Promise (cold for 24h) → specs (capacity, weight, cup holder fit) → proof x4 (steel, lid, seal, finish) → gallery (use) → comparison (sizes, lids) | Does it really stay cold; will it fit my cup holder; does the lid leak; does the finish chip; which size and lid |
| 21. Cordless drill set | Image & Dark Text Overlay → Technical Specifications → Four Image & Text → Single Image & Sidebar → Comparison Chart → Standard Text | Promise (power) → specs (torque, voltage, chuck, battery) → instruction x4 → proof (what is in the case) → comparison (kits) → warranty | Is it strong enough for my job; exact numbers; what can I do with it; what is included; which kit; what if it breaks |
Why these work
Layout 21 is the only teardown that puts Technical Specifications in slot two, and it is correct for tools because the tool buyer arrives with a number in mind (torque, voltage) and will leave if it is not immediately visible. Layout 20 leads with the cup-holder dimension in the specs module because it is the number one question in the category's reviews and nobody expects a water bottle brand to answer it. Answering the unexpected question is what earns the rest of the page a read.
Food, Beverage And Toys: Four Layouts
Food and beverage objections are taste, ingredients and freshness. Toy objections are age fit, safety and whether the child will actually play with it more than once. Different categories, same principle: the unknowable (taste, fun) goes in the opener as a promise, and the knowable fills the rest.
| Layout | Module Order | Headline Pattern | Objection Answered |
|---|---|---|---|
| 22. Specialty coffee beans | Image Header with Text → Three Images & Text → Single Image & Highlights → Standard Text → Comparison Chart | Promise (flavor notes) → proof x3 (origin, roast date, process) → instruction (brew guide) → sourcing story → comparison (roasts, grinds) | What does it taste like; is it fresh; how do I brew it; who grew it; whole bean or ground, which roast |
| 23. Electrolyte drink mix | Image & Light Text Overlay → Single Image with Specs Detail → Four Image & Text → Comparison Chart → Standard Text | Promise → specs (sodium, potassium, sugar per serving) → proof x4 (when to use) → comparison (flavors, counts) → ingredients | How much sodium; is it sugary; when do I drink it; which flavor and count; what else is in it |
| 24. Fidget game (ages 3+) | Image Header with Text → Four Image & Text → Single Image & Sidebar → Multiple Image Module A → Comparison Chart | Promise (play) → instruction x4 (how to play, four ways) → proof (materials, age, testing) → gallery (kids playing) → comparison (editions) | What do you do with it; will a 3-year-old get it; is it safe; will they keep playing; which edition |
| 25. STEM building kit (Premium) | Premium Full Image → Premium Navigation Carousel → Premium Video → Premium Dual Image & Text → Premium Q&A | Promise → instruction (browse the builds) → demonstration → proof (learning outcomes, materials) → objection-flip | What can you build; how hard is it; what does it look like assembled; what does it teach; what age, batteries, missing pieces |
Why these work
Layout 24 spends four modules on how to play because a fidget game's failure mode is a parent who cannot explain it to the child. Layout 25's Navigation Carousel lets a shopper browse ten builds without leaving the page, which is the toy equivalent of the skincare regimen carousel: Premium earns its cost when there is a sequence or a catalog to show. Layout 22 puts roast date in the proof block because freshness is the objection coffee shoppers cannot resolve from the main images.
The Ecom Profit Box
Our library of ecommerce growth guides, including the listing and conversion frameworks these teardowns come from.
Get It FreeGet Your A+ Page Torn Down
Send your ASIN. We will map your modules against the closest layout above and tell you which slot is wasting the click, including when the answer is that A+ is not your problem.
Book A CallWhat All 25 Have In Common
Strip away the categories and three patterns survive.
Slot one restates the promise, never the brand
Twenty-four of the twenty-five open with a full-width image and a promise headline. The one exception (the drill set) opens with a promise too, then goes straight to specs. None open with a logo, a founder photo or a mission statement. The Brand Story module exists for that and sits above A+ anyway.
Slot two answers the category's first doubt
Supplements: does it work and is it real. Baby: is it safe. Apparel: will it fit. Electronics: is it compatible. Tools: what are the numbers. Home: what will it look like in my space. The module type changes (proof, specs, objection-flip) but the position does not. Whatever the shopper is most likely to be worried about after the main images is what slot two is for.
The comparison chart is a cross-sell, placed after the sale
Twenty-one of the twenty-five use the comparison chart, and in nineteen of those it is in slot four or five. It is placed after the product is explained because its job is to route an already convinced shopper to the right size, flavor, pack or model. Brands that put it in slot two are asking the shopper to choose between five things they do not yet understand.
A module that does not answer a doubt is decoration. Every one of these 25 pages could lose a module and get better, and none of them could lose the second one.
When A+ is not the thing to fix
Because we sell A+ design, here is the counterweight. A+ sits below the fold on mobile, below the bullets, below the price. If your main image is weak, your title is vague or your price is wrong, A+ is not going to save the listing, and a $1,500 A+ project is money that should have gone to a photo shoot or a main image test. Fix the top of the page first. A+ is for the shopper who scrolled, and that shopper is already interested; the job is to not lose them. The mobile conversion guide covers what comes before A+ in the scroll, and the graphic design service page covers what it costs if you want us to build it.
If you already have A+ live, the fastest audit is to read your page against the closest layout above and ask, for each module, which doubt it answers. Any module you cannot answer that for is the one to replace.
What To Remember
- Order A+ modules by the shopper's objections, in the order they raise them, never by the brand story you want to tell.
- Slot one restates the promise from the title in a full-width image; 24 of 25 layouts do exactly that, and none open with a logo.
- Slot two answers the category's first doubt: efficacy for supplements, safety for baby, fit for apparel, compatibility for electronics, numbers for tools.
- Three consecutive objection-flips ("not greasy," "not a sedative," "not a proprietary blend") is the most reused pattern, often written directly from competitor one-star reviews.
- The comparison chart is a cross-sell that belongs in slot four or five; it appears in 21 of 25 layouts and only compares your own ASINs.
- Premium A+ earns its cost when there is a sequence or a catalog to show: a skincare regimen, a set of builds, night footage. Single static products rarely need it.
- A+ cannot fix a weak main image, title or price; if the top of the listing is broken, spend the money there first.
Where This Came From
- Amazon Seller Central, A+ Content Manager module list and specifications for Standard and Premium A+, as available to Brand Registered sellers. Module names in this post use Amazon's labels as of September 2026; Amazon renames modules periodically, so check the current list in Seller Central.
- Evolve Media Agency A+ design and audit files, 2023-2026. The 25 layouts are anonymized composites of pages we built or reviewed, grouped by category. Where an A/B result is mentioned (layout 01), it is a single Manage Your Experiments test on one listing and should be read as one observation rather than a benchmark.
- Bear Basics Co., our own tallow balm listing (layout 05), including the review mining that produced its objection-flip module.
- Evolve Media Agency, Amazon A+ Content guide and Premium vs Standard A+ decision framework, for eligibility, specs and the Premium decision.
- Inference note: the "three patterns" in section 12 are our reading of the 25 layouts. The counts (24 of 25, 21 of 25, 19 of 21) describe this set only and are not claims about A+ pages in general.