New product, new marketplace: A+ Content does not follow on its own. Listings of 9 brands
A+ Content (the image-based description lower on the product page) does not belong to the product. It has to be assigned per ASIN and per marketplace. If you later add a new variation, or launch the product in a new marketplace, your existing A+ does not carry over. We looked at the buyable listings of 9 brands and 10 seller accounts, and at which of them had approved A+ Content assigned.
Half of the buyable listings (ASIN and marketplace pairs) had no A+. Almost all of the gap came from the same two places: listings opened later, and marketplaces outside the main one.
How we measured
We pulled the listings and the A+ Content documents from the Amazon Selling Partner API on November 4, 2026. A listing counted as having A+ if its ASIN was assigned to at least one approved (APPROVED) A+ document in that marketplace. Every marketplace of these brands has at least one A+ document in the data, so the pull reached every marketplace. We did not pull A+ Content for two further seller accounts, so we left them out.
Traffic comes from sessions in the last 30 days (October 5 to November 3, 2026), per ASIN and marketplace.
Half had no A+, and the gap comes from two places
Of 554 buyable listings, 275 had approved A+ (49.6%). 6 had only a draft, which buyers do not see, and 273 had nothing.
228 of the 273 missing ones belong to a single brand. Quadrofixing sells in 8 marketplaces: the German one is almost complete, the others barely covered.
| Marketplace (Quadrofixing) | Buyable listings | Approved A+ |
|---|---|---|
| Germany | 47 | 46 |
| Spain | 44 | 14 |
| Italy | 44 | 14 |
| Belgium | 44 | 10 |
| France | 44 | 10 |
| Poland | 44 | 10 |
| Netherlands | 44 | 7 |
| Sweden | 35 | 1 |
Without Quadrofixing, 163 of 208 listings had A+ (78.4%). Six brands had A+ on every buyable listing, including all 26 German listings of Molly Cat.
What came later was left out
The gap is not random: the listing open date almost splits it in two.
- Quadrofixing: of the listings opened in 2025 (74 across the 8 marketplaces), 71 had A+. The products opened in early January 2026 got it in Germany. In the other seven marketplaces, where they opened between January 7 and 22, 30-34 listings per marketplace had no A+.
- Going Forward, Germany: 10 of 19 buyable listings had no A+, and all 10 opened on the same day, November 3, 2025. Of the 9 with A+, 8 opened earlier and 1 later.
- Beton Booster: all 29 German listings had A+. In Spain, France and Italy, 3-4 listings did not, and in all three marketplaces these opened on March 8, 2026.
- Going Forward, UK and Ireland: 1 of 14 listings had A+ in the UK, 6 of 18 in Ireland.
Where the traffic lands
In the last 30 days, the 9 brands had 12,375 sessions on 342 listings (ASIN and marketplace). 1,674 of them (13.5%) landed on a page without A+.
Most of that is one account. On Going Forward's German marketplace, 1,225 of 2,349 sessions (52.1%) landed on pages without A+, including the account's most visited page (504 sessions, 64 units sold). In the UK it was 186 of 188 sessions.
What this data does not tell you
It does not tell you how many sales A+ brings. In our data the pages without A+ converted better: 11.1% units sold per session, against 5.0% on pages with A+. That does not mean A+ hurts, because the two sides hold different products. 87% of the traffic without A+ went to Going Forward's fast-selling teas, while 52% of the traffic with A+ went to Molly Cat's pages, where the rate was 4.3%. Within one account, Going Forward's German marketplace, the gap is only 14.7% against 12.7%, and those are different products too. The effect of A+ could only be measured on the same product, before and after. We did not measure that.
What to do with it
- Check it per marketplace. Seller Central, Brands, A+ Content Manager. Each marketplace has its own list, and you can see per ASIN what has content assigned.
- When you add a new ASIN, add it to the existing A+. If the new listing is a variation of an existing product line, you can assign the ASIN to the existing A+ document. You do not have to write a new one.
- Put it on the launch checklist for a new marketplace. A+ is needed separately in every marketplace, in its language. On Going Forward's UK marketplace, 1 of 14 listings had A+.
- Go by traffic. Business Reports show sessions per ASIN. For us, one marketplace of one account accounted for 73% of the traffic without A+.
- Check your drafts. Buyers do not see a draft. For us, 6 listings had only a draft.