After rebuilding A+ Content on 380+ listings across the last 18 months and tracking CVR before-and-after for every one of them, I will tell you the thing that took me the longest to accept: the order of the modules matters more than which modules you pick.
The same 7 modules in two different sequences can produce a CVR delta of 6-11%. I have run that test 41 times now. The "right" modules in the wrong order lose to "average" modules in the right order more often than not.
This post breaks down the slot-by-slot data — what should go in module 1, module 2, module 3 — and why most brands' A+ sequencing is leaking conversion.
The Mobile Truth That Drives the Whole Thing
Amazon mobile traffic is now sitting around 75-80% for most categories. On mobile, A+ Content renders as a vertical stack. There is no "side by side" layout. Module 1 is at the top. Module 7 is at the bottom. Users scroll through them in order.
And here is the eye-tracking data from the 1,900+ sessions I have looked at: average scroll depth into A+ Content on mobile is 62%. Roughly 38% of shoppers never see module 5, 6, or 7.
If your comparison chart — the highest CVR-impact module in our data — is sitting in slot 6, 38% of mobile shoppers never see it. You are leaving conversion on the floor.
The order is the entire ballgame.
Module CVR Impact, Ranked
From the 380 listings, here are the average CVR lifts I have measured when a module is placed in the right slot:
- Comparison chart (within-brand) — +9.2% avg CVR lift
- Image + dense text block answering top objection — +7.4%
- Lifestyle hero with single value-prop overlay — +6.1%
- Feature callout grid (4-quadrant) — +5.3%
- Use case / "for who" module — +4.8%
- Brand story — +2.1% (in slot 1-2), -0.4% (in slot 5+)
- Standard 3-column feature block — +1.9%
- Q&A / FAQ text block — +1.6%
- Sustainability / certifications block — +0.9%
Notice: brand story is positive when up top, slightly negative when buried. That is a placement effect, not a module effect.
The Correct Module Sequence
Here is the sequence I now default to on first-pass A+ rebuilds, before category-specific overrides:
Slot 1 — Lifestyle hero with single value-prop overlay
Slot 1 is seen by 98% of A+ viewers. Burn it on the strongest visual statement of why this product is better than the obvious alternative.
Not the brand story. Not certifications. A single dominant lifestyle image with a 4-7 word value prop overlay. Average CVR lift in this slot: +6.1%.
What kills slot 1: brand story collages, founder photos, vague "our journey" copy. I have audited 600+ A+ stacks and roughly 51% open with brand story in slot 1. That is wrong for everything except premium beauty, premium home goods, and a narrow band of artisanal food categories where the founder narrative IS the value prop.
Slot 2 — Comparison chart (within-brand)
This is the controversial one. Most brands put the comparison chart at the bottom because that is where the Amazon module library shows it. Move it to slot 2.
The comparison chart does three jobs:
- Cross-sells your other variants (lifts AOV)
- Answers "is there a better version of this?" before the shopper goes to search
- Builds catalog credibility ("they have a whole line")
When I move comparison charts from slot 5+ to slot 2 in A/B tests, average CVR lifts: +8.4% on the parent ASIN, and a measurable 3-6% session lift on linked variants from internal traffic.
If you have 2 or fewer SKUs and cannot fill a comparison chart, skip it. Do not pad it with empty cells.
Slot 3 — Top objection answered with image + text
The #1 reason a shopper does not buy is a specific objection they have. For supplements, it is "will this work for me." For grills, it is "will it fit my space." For baby gear, it is "is it actually safe."
Slot 3 is where you answer the single biggest objection. Use a module that pairs a clear demonstration image with 30-60 words of text. Average CVR lift in slot 3: +7.4%.
Most brands waste slot 3 on a generic features grid. The features grid belongs in slot 5, after objection clearance.
Slot 4 — Use case / "for who"
By slot 4, the shopper has bought into the value prop and the objection. Now they need to confirm "this is for me specifically." A use case module — 3-4 segmented examples of who the product is for — does this job.
Average CVR lift: +4.8%. More importantly, this is the module that drives the highest review velocity in my data — buyers who land via the "for who" path tend to leave more reviews because they bought with a specific use case in mind.
Slot 5 — Feature callout grid (4-quadrant)
The classic features grid. 4 quadrants, each with an icon, a feature name, and 8-15 words of benefit. Average CVR lift in slot 5: +5.3%.
This is where you cover the feature checklist for shoppers who scroll the whole page. It does not need to convert — it needs to confirm.
Slot 6 — Brand story (if at all)
If you have a real brand story — not "we love our customers," a real differentiated brand position — put it in slot 6. By this point, shoppers who reached this far are bought in and the brand story acts as the loyalty/save signal, not the conversion signal.
In slot 1, brand story converts only premium categories. In slot 6, it does not hurt anywhere and helps repeat purchase.
If your brand story is generic, skip the module entirely. A blank slot 6 is better than a weak brand story.
Slot 7 — Q&A or supporting trust (optional)
The last slot is read by roughly 25-30% of mobile traffic on average. Use it for trust reinforcement — Q&A addressing remaining objections, sustainability if relevant, made-in-USA if it applies. Do not waste it on something that needs to do conversion work.
Category Overrides
The default sequence above works for ~70% of categories I have rebuilt. Here are the cases where I override it:
Premium beauty/skincare ($40+ price point): Brand story moves to slot 1, value prop hero to slot 2, comparison chart stays at slot 3. The brand premium IS the conversion lever in this category.
Supplements: Slot 3 needs to be certifications + trust (third-party tested, USP, NSF) before objections, because trust is a precondition not an objection in supplements. Then objection-answer module moves to slot 4.
Baby/safety-critical: Slot 2 is safety standards (CPSC, JPMA, etc.), then comparison chart slides to slot 3. Safety acts as gate before value prop in this category.
Pet (high-AOV food/treats): Comparison chart moves to slot 1 — pet shoppers cross-shop within brand harder than any other category. The within-brand cross-sell drives 11-14% revenue lift.
Tools/hardware: Use case slot moves up to slot 3, before objection answer — buyers want to confirm fit/compatibility before being sold on benefits.
The Anti-Patterns I See Constantly
After 600+ A+ audits, the same mistakes show up:
1. Brand story in slot 1 with no premium price point. A $24 supplement does not earn slot 1 for brand story. Burn slot 1 on the conversion lever.
2. Comparison chart at the bottom. Most common single mistake. Move it to slot 2 or 3.
3. Three feature grids stacked. I have seen A+ stacks with 3 versions of the same 4-quadrant grid. Pick one. Use the other slots.
4. Lifestyle gallery with no copy. Pretty images with no value prop overlay are wasted slots. Every module should answer a buying question.
5. Q&A in slot 2-3. The Q&A module is a long-tail trust signal, not a conversion driver. It belongs at the bottom.
6. Module repetition with image variants of the same point. Each module should advance the buying argument, not restate it.
7. Sustainability/certifications block in slot 1-2 outside of supplements or baby. Unless certification IS the buying criterion, this block is a slot 6-7 module.
How to Audit Your Current A+ Stack
The exercise takes 25 minutes per listing. Open your A+ on mobile and:
- For each module, write down: what shopper question does this answer?
- Mark any module that answers nothing or repeats the previous module
- Reorder modules by buying-question priority: value prop -> objection -> fit -> features -> trust
- Cut anything that does not earn a slot
- Move comparison chart to slot 2 unless category override applies
- Rebuild
I have done this audit on listings doing $400K/month and found 3-4 modules to reorder and 1-2 to cut on the first pass. Average CVR lift after rebuild in our 380-listing dataset: 6.8%.
What This Does Not Replace
A+ sequencing is downstream of the listing fundamentals. If your hero image, title, and bullets are not pulling clicks and converting, no A+ sequence saves you. The order I am describing here optimizes the 9-14% of shoppers who scroll into A+ content meaningfully. That is a real CVR lever — but only if the listing is getting the click in the first place.
If you are running a full listing audit, A+ should be one of the last layers you touch, after hero, title, bullets, and image stack.
FAQ
Q: How long does an A+ rebuild take?
A: For a single ASIN, 4-6 hours of design + copy work. For a 12-SKU catalog, plan on 3-4 weeks total because you need to standardize modules across SKUs and run them through Brand Story interactions.
Q: Should the same A+ sequence apply to every SKU in a catalog?
A: The slot architecture, yes. The specific modules, no. Comparison chart in slot 2 should be consistent across variants — but the objection answered in slot 3 changes per SKU.
Q: Does Premium A+ (P+) change this sequence?
A: P+ adds 7 unique modules that mostly slot into positions 4-7 (video carousel, hover hotspots, etc.). The opening sequence — value prop hero, comparison chart, objection — stays the same. P+ is a slot-6-and-deeper enhancement.
Q: How do I measure module impact on a single ASIN?
A: Manage Your Experiments lets you A/B test A+ Content. Test sequence changes, not individual modules. Hold sample size to 4+ weeks at 250+ daily sessions for reliable read.
Q: Does Rufus AI read module order?
A: Rufus reads module content, not order. But Rufus's "summary" responses are heavily weighted toward earlier modules in the stack. So if you want Rufus to surface your comparison data when a shopper asks "what is the difference between your variants" — putting comparison chart up at slot 2 gets it cited more often.
If you want my full A+ audit framework — including the module priority worksheet and the category override map — that is part of the larger image stack and listing system I have written about across hero image strategy and the image stack architecture playbook. A+ is layer 4 in that system.