When A+ Content Fails: Analysing Engagement Drop-Off on Amazon PDPs

Not all A+ content is created equal. And more of it doesn’t always mean better results. We work with brands that have invested heavily in long-form A+ layouts – detailed brand stories, ingredient spotlights, comparison charts, and deep copy blocks. On paper, it looks rich, informative and immersive. But in reality? Most shoppers never reach it.

Here’s why scroll depth matters – and how to use A+ content strategically. Not all A+ content is created equal. Therefore, having more A+ content does not automatically guarantee better results.

There are many brands that invest heavily in creating long-form A+ layouts. These often include detailed brand stories, ingredient spotlights, comparison charts, and deep copy blocks. On paper, this content appears rich, informative, and immersive. However, in reality, most shoppers never scroll down far enough to see it. This is precisely why scroll depth is essential, so it is crucial to use A+ content strategically.

Understanding Behaviour Below the Fold

The conversion rate on Amazon is not solely influenced by the content of a Product Detail Page (PDP); it also depends on how quickly a customer can make a purchase decision. Therefore, placing crucial content further down the page reduces the likelihood of a potential buyer seeing it.

Analysis of glance views, add-to-cart rate, and session depth across various device types reveals a consistent pattern. Specifically on mobile, customers rarely scroll to the bottom of the page. When they do, long blocks of text can disrupt the flow and obscure the most valuable information about the product.

Often, brands employ excessively large modules that introduce unnecessary visual clutter, generate disruptive white space, and lack design for quick comprehension. As a result, this often leads to increased scroll drop-off, higher bounce rates, and ultimately, lower conversion rates.

When More Becomes Less

A+ content is still valuable. However, its value can only be realised when it is built with clear intent.

The A+ layouts were redesigned to remove unnecessary text and reduce visual distractions. This redesign focused on leading with benefit-driven graphics that align with customer expectations. This method has led to conversion rate increases of more than 10% in several cases, even when traffic and prices stayed the same.

This significant improvement is due to a simpler path to purchase. Furthermore, the brand’s messaging was brought into alignment with how real customers actually behave.

How We Approach A+ Strategy

At Market Rocket, A+ content is considered a decision-making tool, rather than merely a branding vanity piece. This means the focus is on several key areas.

For example, prioritising mobile-first layouts is essential. Furthermore, heavy text modules that create noticeable whitespace gaps are avoided. Additionally, visuals are used to highlight benefits that may not be evident in bullet points or the product title. Duplicate messaging, which slows the customer journey, is also removed. Most importantly, A+ is positioned as a clear conversion funnel, not a mere content dump.

Finally, A+ design is aligned with scroll data and Product Detail Page (PDP) analytics. If the final module is not being read, it should be removed.

The Bottom Line

A+ content must support the sale, rather than interrupt it. If a current layout appears visually impressive but delivers poor performance, it may be time to reconsider the structure. Occasionally, a simplification is what truly unlocks improved performance.

Market Rocket offers assistance in optimising A+ content to improve conversion, going beyond merely completing the page.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.