Bigeye's LISTED study, which recorded 400 top-50 pet best sellers on Amazon.com on October 12, 2026, found that 97% had A+ content and 89% had at least one video. Amazon A+ content is now the entry fee for a pet product page, not the thing that wins it, so the work is in what a brand puts inside the modules. Bigeye, the independent Orlando agency for CPG, pet, beauty, and food and beverage brands, builds A+ pages as an Amazon marketing agency for pet food, litter, treat and supplement brands, and this guide comes from what the Bigeye pet marketing team sees in the category.

Key takeaways

• Bigeye found that 97% of top-50 pet best sellers on Amazon had A+ content and 89% had at least one video, so a page without both starts behind.

• Bigeye found that products ranked 1 to 10 and 41 to 50 looked almost identical on A+ and video, so having them doesn't separate a brand from the pack.

• Bigeye found that Brand Stores varied by aisle: 18% of the top 50 in wet cat food linked to one, against 82% in dog beds.

• Amazon says Basic A+ content can increase sales by up to 8% and well implemented Premium A+ content by up to 20%, based on its internal data.

• A+ content can't fix a reviews gap. Bigeye found 159 of the 160 top-20 pet best sellers had more than 1,000 ratings.

What is Amazon A+ content?

Amazon A+ content is the section of images, text, comparison charts and video below the bullet points on an Amazon product page. Brands enrolled in Amazon Brand Registry build it in Seller Central for free. It comes in three forms: Basic A+, Premium A+ and Brand Story, the brand's own carousel that sits above the A+ modules.

The numbers to plan around

Step 1: Treat A+ as the entry fee and plan past it

Nearly every serious pet listing has A+ content, so building it only draws level. Bigeye found 97% of top-50 pet best sellers had A+ and 89% had video, and the top 10 and the bottom 10 of the top 50 looked almost the same on both. Plan A+ as the baseline, then decide what will make yours different.

That changes the brief. Instead of asking a designer for "A+ content," write down the one question a pet owner still has after the title, the images and the bullets. For a litter, it might be dust and weight. For a dog food, it's usually ingredients and feeding amounts. For a bed, it's size and washability.

The modules exist to answer that question faster than the listing next to yours. Everything else on the page is there already.

Step 2: Write every module for a phone screen

Most Amazon pet shoppers read A+ content on a phone, where modules stack into one long column and small text turns into a gray blur. Write each module so its image makes the point on its own, keep text short enough to read without zooming, and put the most important module first, since many shoppers stop scrolling early.

Carolyn Lowe, founder and CEO of ROI Swift, put the limit plainly on IN CLEAR FOCUS: shoppers on a phone may only see the first images and one video before they decide.

"So just assume they're only going to see your first six images plus your one video."

Carolyn Lowe, founder and CEO of ROI Swift, on IN CLEAR FOCUS

So the main images carry the sale, and A+ backs it up. Check every module on an actual phone before it goes live, and cut any text that only reads on a desktop monitor.

Step 3: Build a comparison chart around your own line

A comparison chart is the most useful A+ module for most pet brands, because pet owners buy by size, life stage, flavor and need. Amazon's Basic A+ includes shoppable product comparison charts. Use the chart to compare your own products side by side, so a shopper who lands on the wrong bag finds the right one without leaving your brand.

A dog food brand can lay out puppy, adult and senior formulas by protein, kibble size and bag weight. A supplement brand can line up hip and joint, skin and coat, and calming chews by the problem each one solves. A litter brand can compare clumping, lightweight and unscented versions.

Keep the rows to facts a shopper can check: weight, count, flavor, life stage, key ingredient. Claims like "best" or "premium" don't help anyone choose, and they cost space you could use for a real difference.

Step 4: Add video that shows the product in use

With 89% of top-50 pet best sellers carrying at least one video in LISTED, a listing without one looks unfinished. The best pet videos are short and show the product working: a cat using the litter, a dog finishing the bowl, a supplement chew being taken without a fight. Add on-screen text, since most people scroll with the sound off.

Daniela Bolzmann, founder of Mindful Goods, said on IN CLEAR FOCUS that showing the product in use is one of the top image types on Amazon, especially for the main image. Video takes the same idea further: a 15 to 30 second clip does more than a spec sheet read aloud.

Put the video in the image block near the top of the page, so shoppers who never scroll down to the A+ section still see it.

Step 5: Decide on Brand Story and a Brand Store by aisle

Brand Story and a Brand Store matter more in some aisles than others. Bigeye found 18% of the top 50 in wet cat food linked to a Brand Store, against 82% in dog beds. In aisles where shoppers browse across brands, a Brand Story carousel and a store give them somewhere to keep shopping with you.

Wet cat food is dominated by a few big brands, and shoppers there tend to rebuy what the cat already eats. A store link adds less. In open aisles like dog beds, toys and treats, shoppers compare styles and sizes across many brands, so a Brand Story carousel that leads to a store keeps them inside your range.

Use Brand Story for what makes the brand worth choosing: where the ingredients come from, who formulates the product, what the brand won't put in it. Keep it short and specific, and point it at the store or a best seller.

Step 6: Move to Premium A+ when Amazon offers it

Premium A+ adds larger modules, video inside the A+ section, hover hotspots and clickable carousels. Amazon says well implemented Premium A+ can increase sales by up to 20%, against up to 8% for Basic A+, based on its internal data. Amazon sets its own eligibility for Premium, so check Seller Central and plan for it once it's offered.

Treat those figures as Amazon's ceiling, not a forecast. They're Amazon's internal numbers, and "up to" covers a wide range. The point is direction: richer content tends to convert better, and the brands at the top of each pet aisle already use it.

When Premium opens up, rebuild the hero products first. Use the bigger modules for the comparison chart and the product in use, not a larger version of the brand banner.

Step 7: Test modules instead of guessing

A+ content can be tested. Amazon's Manage Your Experiments tool lets Brand Registry brands run A/B tests on listing content, and Amazon's own case studies show brands using it to test A+ content, images and titles. Test one change at a time on a high traffic product, and keep the version that converts better.

Good first tests for a pet brand: the order of the modules, a comparison chart against a lifestyle banner in the top slot, and a product in use image against a plain pack shot. Each answers a question your team would otherwise argue about. Amazon's Onkata case study shows a seller testing A+ content, a product graphic and a listing title this way.

Run tests long enough to reach a result Amazon reports as meaningful, and avoid testing during Prime events or the holidays, when shopper behavior shifts.

Step 8: Fix reviews and price before redesigning A+

A+ content helps a shopper who is already interested. It can't make up for a thin ratings count or a price above Chewy. Bigeye found 159 of the 160 top-20 pet best sellers had more than 1,000 ratings, and only 3 of 378 rated first-page results sat below 4.0 stars. Check reviews, price and stock before spending on a redesign.

Amazon is too big to treat as a side channel. NIQ reports Amazon.com's buyer share of US pet care at 59.1%, up 5.6 points (NIQ Pet Industry Outlook 2026). Many of the same shoppers also buy on Chewy, so the page work should match across both. The Chewy product page guide covers that side.

The Launching a Product on Amazon guide covers reviews for new products, and the Amazon PPC for pet brands article covers sending paid traffic to the finished page.

Which A+ format does which job

What it looks like in practice

For Cat's Pride, a lightweight cat litter brand sold across Walmart, Target and Amazon, Bigeye built "The Better Lighter Litter" campaign around one clear product advantage, with creative designed to scale everywhere pet parents shop, scroll and stream. That single advantage is what an A+ page in the litter aisle should lead with too.

For Flex, Bigeye built nine micro-segments around what motivates buyers, not only who they are, to target a $3+ million media investment for a brand with 130+ million units sold and a presence in 30,000+ retail stores. The same thinking applies to A+ modules: write to the reason someone buys.

Bigeye's read

Most pet brands spend their A+ budget in the wrong place. The brand banner and the lifestyle photo get the most design time, but at the top of every pet aisle those are already there and they look the same. The modules that move a shopper are the plain ones: a comparison chart that sorts the line by life stage or need, and a short video of the product working.

If a pet brand can only afford to redo two modules this year, it should be those two, on its three best selling products, before it touches the brand story.

FAQ

Is Amazon A+ content free?

Yes. Amazon says A+ content is free for sellers who meet its eligibility requirements, which means a Brand Representative or Reseller role on a brand enrolled in Brand Registry. The seller still pays for a Professional selling account, which Amazon lists at $39.99 a month plus selling fees. Design and photography are the real cost.

Does A+ content help pet products rank on Amazon?

Mostly it helps them convert. A+ content gives a shopper the detail they need to buy, and better conversion helps a listing over time. But Bigeye's LISTED study found 97% of top-50 pet best sellers already had A+ content, so having it doesn't lift a page above its neighbors. What's inside it does.

What's the difference between Basic and Premium A+ content?

Basic A+ uses standard modules for images, text and comparison charts. Premium A+ adds larger modules, video, hover hotspots and carousels. Amazon says Basic A+ can increase sales by up to 8% and well implemented Premium A+ by up to 20%, based on its internal data. Amazon decides which brands can use Premium.

How many A+ modules should a pet brand use?

Use as many as it takes to answer the shopper's real questions, and no more. For most pet products that means a top module with the main benefit, a comparison chart, a product in use image or video, and an ingredient or materials module. Long stacks of lifestyle banners get scrolled past, especially on a phone.

Should every pet product have a Brand Store?

Not always. Bigeye's LISTED study found 82% of the top 50 in dog beds linked to a Brand Store, but only 18% in wet cat food. Stores matter most in open aisles where shoppers compare many brands. In aisles led by a few big names, put the effort into the product page first.

Start the conversation

Rebuilding A+ pages for 2027? Bigeye's Amazon marketing agency team builds pet product pages module by module, from the comparison chart to the video. Start the conversation.

Sources: Bigeye LISTED, Vol. 07 (recorded Oct 12, 2026); Amazon A+ Content page (read Oct 29, 2026); Amazon Manage Your Experiments case study, Onkata (read Oct 30, 2026); NIQ Pet Industry Outlook 2026 (Mar 2026); IN CLEAR FOCUS, Carolyn Lowe and Daniela Bolzmann episodes.