Recently, some sellers found that their A+ pages were collapsed. What's going on?

Actually, it is because on February 12, 2025, a new function - A+ Content Quality Analysis Function was launched in the Amazon backend. Low-quality A+ pages will be partially hidden, only the first 200 pixels of content will be displayed, and the remaining part requires buyers to actively click "View More" to unfold and browse.

The 200-pixel content, specifically, is about 1 - 2 standard contents. Maybe there are only brand logos and the first picture. Few buyers will actively click to view more, which directly affects product sales.

It is reported that Amazon's A+ Content Quality Analysis System developed based on AI models will conduct a three-level rating for all A+ pages:

• Meets standards: The content has reached the basic quality requirements of the platform and can be normally displayed and recommended;
  

• Needs improvement: The content is lower than the recommended benchmark and has obvious optimization space, which will trigger front - end folding;
  

• Has suggestions: Overall it is okay, but there is still room for further improvement.
  

Actually, this new function has been tested in the Amazon backend since 2025, and now the mechanism of folding punishment has been added.

Amazon's system will evaluate sellers' A+ from four dimensions. If any point does not meet the standard, it may be folded:

• Content readability: Whether the copy is clear and the structure is easy to read
  

• Information integrity: Whether it covers the core issues that consumers care most about

• Visual presentation: Module design, image quality, information hierarchy

• Product conversion effect: Whether the content really promotes purchasing decisions

For a long time, the listing A+ section has been one of the important parts affecting product conversion rate. Official data shows that high - quality A+ pages can increase the average conversion rate of products by 3% - 10%, and in some categories, it can even reach 30%.

However, low - quality A+ will damage product sales and also become a deduction item for consumer experience.

The so - called low - quality A+ content is not that it does not meet the A+ standards, but the presented content does not solve buyers' doubts:

• Blurry images, messy information
  

• Keyword stuffing, repetitive content
  

• A large amount of templated, undifferentiated content
  

If the A+ page is folded, this will directly affect page stay time, conversion rate and search weight.

So how can you check whether your product A+ page has been folded?

Path: Seller Platform - Advertising - A+ Product Description Manager - Content Quality Analysis (Content quality)

On the A+ manager list page, the "Content Quality" status column will be displayed on the right side. Click the specific item to view the evaluation sidebar on the right side to obtain the problem summary and improvement suggestions.

Image source: Amazon backend

If there are ASINs marked as "Needs improvement" in your store, you must optimize them as soon as possible. Refer to the specific optimization suggestions given by the system, adjust them preferentially, and avoid continuous loss of traffic and conversion.

After the optimization is completed, you can submit for re - evaluation. The system will generally complete the review within 24 hours. After the review is passed, the folded state will be lifted within 24 - 48 hours.

Image source: Amazon backend

In addition, you need to check the backend regularly because Amazon will automatically re - evaluate A+ content quality regularly, probably once a week. It may continuously optimize the evaluation criteria and display rules. Sellers need to form the habit of regularly checking the quality rating.

When newly - listed products are designing A+ pages in the future, they must create high - quality A+ content, ensure clear structure, complete information and user - friendly visualization, which can better establish seller trust.

At present, the A+ Content Quality Analysis Function is still in the testing stage and is only applicable to some A+ page projects.

If some of your projects do not show analysis results for the time being, it is normal. As this function becomes more popular, more accounts will be included in the quality analysis system. Sellers can keep an eye on it.

For brand sellers, this is both a challenge and an opportunity. Those sellers who are willing to invest resources to produce A+ content that truly solves buyers' problems and provides clear decision - making support will gain greater competitive advantages.

At the current stage, Amazon has entered the visual search era. Under the new algorithm, A+ pages are no longer just icing on the cake, but a necessary condition for affecting product conversion rates.

Source: Min Ge Cross - border Notes