Amazon Indexes A+ Content and You Shouldn’t Ignore It
If you’re still treating A+ Content as “just visuals,” you’re leaving ranking potential on the table. Amazon indexes A+ Content, that’s the truth. And if you’re serious about growth, you need to treat every word in your product listing like a strategic opportunity.
Amazon sellers, especially growing brands, often ask: “Is A+ Content on Amazon indexed?”
The answer is a definitive yes. Not everything is indexed equally, but keyword relevance and A+ content indexing now play a greater role in how your listings show up in organic search than many sellers realize.
This post will break down how Amazon’s indexing actually works, where A+ Content fits into that equation, and how you can use it to strengthen your organic visibility and conversion rates.
How Amazon Indexing Works (And Why It’s Evolving)
To understand how A+ Content affects your listings, we first need to demystify how Amazon indexing works.
Amazon’s algorithm (formally known as A9, and more recently as A10) determines where your products show up in search results. It uses a variety of factors to do this, but the most foundational one is relevance: does your listing match the user’s search intent?
This is where indexing comes in. When a keyword is “indexed,” it means Amazon has scanned your content and determined that your listing is relevant for that term. Being indexed doesn’t guarantee high rankings, but without indexing, you have no shot at showing up organically.
Traditionally, sellers focus on indexing for titles, bullet points, and backend search terms. But Amazon is always refining its algorithms and increasingly, it’s indexing deeper content layers, including sections of A+ Content.
This is good news for brands that want to go beyond basic keyword stuffing and leverage every inch of their listing real estate strategically.
What Is A+ Content on Amazon and Why Should It Matter for Indexing?
A+ Content (also known as Enhanced Brand Content for 3P sellers) allows brand-registered sellers to add rich multimedia elements like lifestyle images, comparison charts, and custom text modules to their product detail pages.
For years, many believed this content was “invisible” to Amazon’s indexing bots, that it improved conversions but not organic visibility. That’s no longer true.
Amazon does index A+ Content, and especially:
- Text inside standard text modules
- Headings within those modules
- Alt-text (image keywords) when properly implemented
While text on images (such as overlay banners or infographics) is not indexed, any image alt-text (the image keywords you enter during A+ upload) is indexed, as is any text added to Amazon’s A+ Content text modules.
All of these elements can meaningfully contribute to your keyword coverage and relevance signals.
Which Parts of A+ Content Are Actually Indexed?
Here’s where sellers get tripped up. Not everything in A+ is indexed but certain sections are.
1. Premium & Standard Text Modules (Text Blocks)
If you’re using premium or standard A+ modules like “Premium Text” or “Standard Image & Text,” the written content is eligible for indexing. This includes:
- Paragraph descriptions
- Benefit callouts
- Text under icons or visuals
Tip: These should be treated like supplementary bullet points. Use natural, keyword-rich language.
2. Headings and Subheadings
Headlines in A+ modules are often ignored as keyword real estate, but they shouldn’t be. Amazon treats these as priority fields, and indexing tests confirm that headings can support organic keyword visibility, especially for long-tail or mid-funnel terms.
3. Alt-Text for Images (Amazon Image Keywords)
When uploading images into A+ Content, Amazon allows you to add alt-text which is also indexed. This doesn’t show on the frontend, but it is visible to Amazon’s bots and screen readers.
This is a strategic spot to include primary and secondary keywords, especially ones that might not fit naturally into your product title or bullets.
Important: Avoid keyword stuffing. Use these fields to describe the image accurately while integrating relevant phrases.
4. Comparison Charts
Some of the text in A+ comparison charts, such as product titles or brief descriptions, may also be indexed. While this area doesn’t carry the same weight as text modules, it still supports your broader SEO footprint when used correctly.
Why Indexing A+ Content Matters for Organic Ranking
So why should any of this matter to your Amazon strategy?
Because organic ranking is a game of surface area and strategic keyword targeting.
Let’s look at a real-world example:
Suppose you’re selling a non-toxic baby laundry detergent. Your listing already includes strong keywords in the title and bullets. But there are long-tail terms like “baby-safe laundry detergent” or “plant-based baby clothes wash” that feel too specific or long for your bullets.
These are perfect for A+ Content.
By integrating them naturally into your A+ descriptions or alt-text, you’re signaling additional relevance to Amazon. Over time, that can lead to improved indexing and new keyword ranking opportunities, even if the terms aren’t in your top-level listing structure.
More indexed keywords = more paths for shoppers to find your product.
How to Optimize A+ Content for Amazon Indexing (Without Compromising Quality)
At Bits & Atoms, we combine strategic data with high-converting creatives to help brands grow on Amazon. You can see real examples of this approach in action in our Portfolio.
Here’s how to apply the same logic to your A+ optimization:
Start With Strategic Keyword Research
Before touching your A+ content, use a data-driven keyword tool to identify:
- High-volume keywords not currently indexed
- Relevant long-tail variations
- Semantic alternatives and niche terms
Our preferred tool is Helium 10, it provides deep keyword insight, index-checking capabilities, and competitor tracking. We recommend it for brands who want to audit their existing listings and discover new keyword gaps.
Plan Your Modules With Keywords in Mind
Once your keyword targets are clear, plan your A+ modules like a narrative:
- Use the first module to reintroduce key benefits with keyword integration
- Build visual blocks that align with features and use cases
- Include headings that match shopper intent
- Spread out your secondary keywords across modules and alt-text
But always prioritize clarity and conversion over keyword stuffing. A+ is still a visual-first format, and conversion optimization matters just as much as indexing.
Don’t Forget the Alt-Text
Image keywords are often overlooked but critically important. When uploading images to your A+ Content builder:
- Always add image keywords
- Describe the scene, object, or benefit visually
- Include relevant keyword phrases naturally
- Avoid repetitive or vague labels (e.g., “product image 1”)
Amazon has screen readers and bots scanning this field — take advantage of it.
Use a Comparison Chart for Upsells and Visibility
The comparison chart is your opportunity to cross-link indexed product names and create internal SEO strength across your catalog. Make sure the product names and attributes are both shopper-friendly and keyword-aligned.
How to Check If Your A+ Content Is Being Indexed
After updating your A+ content, give Amazon a few days to crawl the changes. Then, use this quick method to test indexing:
- Go to Amazon’s search bar
- Type in ASIN + keyword
- If your listing appears, it’s indexed for that keyword
- Repeat across your keyword list
Tools like Helium 10’s “Index Checker” can automate this process and track changes over time – especially useful when you’re monitoring multiple ASINs.
Remember, indexing does not equal ranking, but it’s the foundation. Without indexing, your listing won’t even be considered for that keyword.
Indexing Is Evolving and So Should Your Strategy
Amazon is no longer just indexing product titles and backend fields. A+ Content is now part of the organic visibility puzzle. Sellers who treat it as purely visual are missing a huge opportunity.
To summarize:
- Yes, Amazon indexes A+ Content: especially standard text blocks, headings, and image alt-text.
- Optimizing these areas improves your keyword surface area and supports organic ranking.
- Use keyword tools like Helium 10 to discover, test, and track indexing behavior.
- Balance conversion and indexing by writing for humans and bots simultaneously.
- Every element of your listing, including A+ content, should serve a dual purpose: visibility and sales.
If you’re unsure whether your listings are fully indexed or if your A+ Content is working as hard as it should, we’re here to help.
📞 Book a call with our Bits & Atoms team to review your listing performance and A+ content strategy. We’ll help you identify gaps, fix issues, and build content that ranks and converts.
Affiliate Disclosure: This article contains an affiliate link to Helium 10, which we use and recommend for clients and readers looking for reliable tools for Amazon keyword research, listing optimization, and competitor analysis. You can explore Helium 10 here.