A+ content should explain the product with supported facts and a readable sequence. Start with the questions the standard listing leaves unanswered.
Check access and product eligibility
Confirm the account role and the ASINs covered by the brand’s content rights. Amazon sets eligibility and permissions for A+ content. Amazon’s A+ content information.
Keep a record of the products included in a proposed comparison. Product facts need a source even when the compared products share a brand.
Write the content brief
For each module, specify its purpose, proposed wording, supporting product source and image required. Useful purposes include explaining what is included, making a physical feature clear or comparing factual differences between your own products.
Check the sequence on a small screen. Remove repeated wording that does not answer another question. Keep unresolved product or health statements out of the draft until the necessary evidence is available.
Separate publishing from testing
Get written OK for the listing content before publication. If the product is eligible for Manage Your Experiments, check the experiment setup and publishing options before starting. Amazon describes its experiment tool and eligibility requirements here: Manage Your Experiments.
Retain both content versions, the test dates and the final result. A measured comparison applies to that test; it does not establish a standard lift for every product.