Beyond the Main Image: How A+ Content and Brand Stores Build Customer Trust (And Fuel Your PPC)

In the early days of Amazon, selling was simple: have the cheapest price and a decent main image. You’d get the click, you’d get the sale. Those days are long gone.

Today’s Amazon customer is smarter. They’re wary of knock-offs, and they’re not just buying a product; they’re looking for a brand they can trust. Your main image might still get you the click, but what happens after the click? What convinces a skeptical shopper to add your product to their cart instead of the 10 other identical options?

The answer is trust. And on Amazon, trust is built in the “details”—specifically, your Amazon A+ Content and your Brand Store.

If you’re a brand-registered seller and you’re not using these tools, you’re not just missing a branding opportunity; you’re actively hurting your ad performance.

What is Amazon A+ Content (And Why It’s Not Optional)

A+ Content is the visual-rich content that lives “below the fold” on your product detail page. It’s the area where you get to replace the boring, text-only product description with beautiful images, comparison charts, and brand-story modules.

This is your “digital unboxing.” It’s your single best chance to answer a customer’s questions, overcome their objections, and make them feel confident in their purchase.

The data proves it. Amazon itself claims that A+ Content can increase your conversion rate by an average of 5-10%. Think about that. If you get 100 clicks to your listing, an extra 5-10 sales from the same traffic is a massive win.

Standard listings sell features. A+ Content sells the experience. This visual shows how upgrading your Amazon page transforms a plain text listing into a rich, comparison-driven, story-focused layout.

How to Use A+ Content to Tell a Story (Not Just List Features)

The biggest mistake brands make with A+ Content is using it to just repeat their bullet points with bigger text. Don’t do that. Use it to tell a story.

• Start with a Brand Banner: Use the main “Brand Story” module to introduce who you are. Are you a small family business? A tech-forward innovator? A sustainable brand? Tell them!
• Show, Don’t Just Tell: Use lifestyle images. If you sell a kitchen knife, show a happy family cooking dinner. If you sell hiking boots, show them on a mountain. Help the customer visualize your product in their life.
• Use Comparison Charts: This is one of the most powerful modules. Compare your product to your other products. This not only helps the customer choose the right item (reducing returns) but also cross-sells your entire catalog.
• Overcome Objections: What are the top 3 questions you get? Or the top 3 negative comments? Use an A+ module to address them head-on. If people are confused about the size, show a clear “dimensions” graphic.

The Next Level: Your Amazon Brand Store

If A+ Content is your product’s landing page, your Amazon Brand Store is your brand’s homepage. It’s a multi-page, custom-built storefront on Amazon that is 100% yours.

Why is this so critical? There are no competitor ads in your Brand Store.

It’s the only place on Amazon where you can have a customer’s undivided attention. You can create different pages for your best-sellers, new arrivals, and different product categories. You can embed videos, share your brand mission, and create a curated shopping experience that feels like your own e-commerce site.

Connecting the Dots: How Branding Fuels Your PPC

This is where it all comes together. Most sellers treat “PPC” and “Branding” as two separate things. At Blue Amber Digital, we know they are two halves of the same engine.

1. A+ Content Increases Your Ad Conversion Rate: Let’s say you and a competitor are both bidding $1.00 for the keyword “silicone spatula.”

• Your competitor sends that click to a listing with no A+ Content. The customer is confused, isn’t sure, and bounces.
• You send that same click to your listing, which has beautiful Amazon A+ Content. The customer sees your brand story, a comparison chart, and lifestyle images. They trust you. They convert.
• You just made a sale from the same ad spend that your competitor wasted. This directly lowers your ACoS.

2. Brand Stores Give Your Ads a High-Converting Destination: When you run Sponsored Brands ads (the big banner ads at the top of the search results), you can link them directly to your Brand Store. This is infinitely better than sending them to a generic search page. You’re sending them to your curated, competitor-free world, which dramatically increases the (ROAS) Return on Ad Spend for those campaigns.

Conclusion: Stop Selling Products, Start Building a Brand

The “cheap price” game on Amazon is a race to the bottom. The only way to build a sustainable, profitable business is to build a brand that customers trust.

Your Amazon A+ Content and Brand Store are your most powerful trust-building tools. They’re not “nice to have”—they are essential components of a modern Amazon strategy. Using them to increase your conversion rate is the single most effective way to make your ad budget work smarter, not harder.

Building a brand is more than just running ads. If you’re ready to create an Amazon presence that builds trust, tells your story, and turns clicks into loyal customers, let’s talk. If you’re ready to scale your brand on Amazon, book a call here.