Your A+ content might never load. 🥲 Amazon is testing detail pages that hide A+
By Jaspinall · October 29, 2026 · Curated by George's Blog
Your A+ content might never load.
🥲
Amazon is testing detail pages that hide A+ and the brand story.
If that sticks, your main image and your stack are the entire pitch.
I told a consumer electronics brand's sales and creative team this exact thing this morning.
Plan like the buyer only ever sees two things:
→ the hero on the search page
→ the image stack on the detail page
Everything below the fold is a bonus you can't count on.
Who this hits hardest: brands that built their story in A+ and left the stack as spec sheets. Big catalogs with older listings, mostly.
Who can relax a little: listings where the stack already carries the lifestyle shots, the size proof and the comparison. You're already built for it.
What changes for an operator: stop treating A+ as where the selling happens. Brief the stack like it's the whole page, because on some pages it will be.
Why I'd plan for it now, whether the test rolls out or not:
1. Mobile already works this way.
A shopper on a phone swipes the stack and decides. Most never scroll far enough to see your brand story module.
2. The hero is the only click lever you fully own.
Title, price, reviews, coupon and hero move clicks. You can't write your own reviews. You can redesign the hero this week.
3. The stack is "need to know."
Capacity, fit, what's in the box, why it beats the cheap one. If a buyer needs it to say yes, it belongs in the stack, not in A+.
4. Your best photos are hiding.
The lifestyle shots the brand paid the most for usually live in A+. Pull them up into the stack, where buyers will see them.
5. A+ becomes the closer, not the pitch.
Keep it for comparison charts and the brand story. Nice to know. The sale has to be made before anyone gets there.