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Amazon Seller Central
In a Helium 10 "Scale Stories" follow-up, consultant Kamal (AMZ OneStep) shows that updating In Motion Hemp's Amazon visuals and listing content — starting with Brand Story and A+ Content, with Premium A+ Content in progress — coincided with a jump in Prime Day sales from $146 to over $1,200 on the same calendar day year-over-year, without any discount or coupon.
The episode is part of Helium 10's "Scale Stories" series following David Meade (In Motion Hemp) and consultant Kamal (AMZ OneStep), hosted by Bradley Sutton, continuing a plan to 2x David's online sales.
On the first day of Prime Day (October 7), In Motion Hemp did over $1,200 in sales versus $146 on the same date the prior year — achieved without any coupon or discount so inventory could last.
The day before Prime Day (October 6) saw $800 in sales versus about $150 the prior year, and the second day of Prime Day saw $700 versus $200 the prior year.
David says that last year he got nervous if daily sales didn't exceed $300 and many days were half that; this year sales are outpacing his inventory trend, creating what Bradley calls a 'good problem' of managing fast-depleting stock.
Before this collaboration, David's listings lacked brand story and premium A+ content, and some images hadn't been updated in years.
Kamal explains brand story builds a relatable connection with buyers, gives extra listing real estate for company/product storytelling, indexes keywords in its images for potential impression gains, and is the key unlock for premium A+ content.
Building brand story: Seller Central > Advertising > A+ Content Manager > Brand Story > Start Creating A+ Content; the design includes a static background banner (separate mobile/desktop versions) behind a moving image carousel.
In Motion Hemp's brand story modules: About Us (USA-made trust), unique selling proposition (two-way pain relief formula), ingredients/format choice (roll-on vs. cream), customer persona (active lifestyle vs. seniors), and a closing Made-in-USA trust module.
Using the Sports Research Collagen listing as a live example, Bradley and Kamal show premium A+ content's exclusive features: carousel, hotspots, shoppable content, and an FAQ section — none of which appear in regular A+ content.
To qualify for premium A+ content, Kamal outlines Amazon's requirements: brand story on all active listings (closing any inactive ones), A+ content on all listings, and five separate content changes within the last 12 months, checked via weekly Friday indexing; for David's two-product account, Kamal applied A+ content and duplicated changes five times, then is waiting 1-2 weeks for eligibility.
The planned premium A+ mockup for In Motion Hemp will be wider than regular A+ content, with scrollable/interchangeable banners, an FAQ module, a cross-selling comparison chart (roll-on vs. cream), hotspot modules, and possibly embedded video.
The episode ends by raising, but not yet answering, how budget-constrained sellers could use AI rather than hiring an agency like AMZ OneStep to generate similar premium content from a single product photo.
Brand Story — A module built in Seller Central's A+ Content Manager where a brand tells its origin, mission, and product benefits, and it's a prerequisite for accessing premium A+ content. Apply: Go to Advertising > A+ Content Manager > Brand Story > Start Creating A+ Content, and build modules covering About Us, unique selling proposition, ingredients/variants, customer persona, and a Made-in-USA trust closer, plus a static background banner designed separately for mobile and desktop, as Kamal did for In Motion Hemp.
A+ Content — Amazon's enhanced content format that replaces the plain text product description with visual modules. Apply: Apply it to every active listing in the account — David's account had two products missing it — so listings show richer content instead of plain text.
Premium A+ Content — An advanced, wider version of A+ content unlocked only for qualifying brands, featuring a scrollable carousel, hotspots, shoppable content, and an FAQ module — features vendors otherwise pay large sums to access, per Kamal. Apply: Once eligible, build a wider layout with interchangeable/scrollable banner modules, a comparison chart for cross-selling related products (e.g., roll-on vs. cream), hotspot modules, an FAQ module, and optionally embedded video.
Premium A+ Content eligibility process — Amazon's qualification requirement for premium A+ content: brand story applied to all active listings (inactive listings must be closed), A+ content applied to all listings, and content changes made five separate times within the last 12 months, checked via Amazon's weekly Friday indexing. Apply: For accounts with few SKUs, close any inactive listings, apply brand story and A+ content everywhere, then create and duplicate an A+ content revision five times in the account history to satisfy the '5 changes in 12 months' rule, then wait one to two weeks for the premium module to unlock.
Carousel — A scrollable image module within premium A+ content that lets shoppers scroll left and right through banners, not available in regular A+ content. Apply: Design multiple banner images/variants to populate the carousel so shoppers can browse additional visuals beyond the static content.
Hotspots — Clickable points placed on an image within a premium A+ content module that reveal additional information when selected. Apply: Add hotspot modules to highlight specific product features or ingredients directly on lifestyle or product images.
Shoppable Content — A premium A+ content exclusive module that lets customers interact with and shop directly from the content. Apply: Use it to let shoppers explore or purchase products directly within the enhanced content block instead of navigating away.
FAQ module (Premium A+ Content) — A frequently-asked-questions section exclusive to premium A+ content, not available in the regular version. Apply: Populate it with common customer questions; per Bradley's speculation, this structured Q&A content may also be readable by Amazon's AI assistant Rufus, so write it clearly enough to serve that purpose too.
Bradley frames inventory running out from demand as a deliberately preferable 'good problem' compared to Amazon risks like listing suspension, reframing an operational strain as validation of the strategy.
The Prime Day sales comparison is explicitly presented without a discount or coupon, isolating visual/listing changes — rather than price promotion — as the attributed cause of the lift.
Premium A+ content eligibility is partly met by duplicating and resaving A+ content five times to satisfy an update-frequency rule, treating the 'five changes in 12 months' gate as something to fast-track rather than something that accrues organically.
Brand story's keyword indexing is framed as a secondary SEO lever distinct from its primary trust/conversion role — the same content asset is pitched as doing double duty for storytelling and discoverability.
Bradley speculates that Amazon's AI shopping assistant Rufus might pull from the premium A+ content FAQ module, linking traditional content structuring to newer AI-search visibility.
«He had $1,200 of sales.»
— 02:23
«Last year October 7th, $146 of sales, all right?»
— 02:29
«Last year, if I didn't creep above 300, I got nervous.»
— 03:12
«And that's why I'm nervous about my inventory. It's going faster than I can, you know, my trend never anticipated this, so I got to catch up.»
— 03:31
«Yep. And this is the one good problem to have.»
— 03:40
«So, there are like many benefits, but the biggest benefit I see is it will help you unlock the premium A+ content uh that, you know, vendors are paying, you know, hundreds of thousands of dollars just to get that feature.»
— 05:09
«It's quite easy so first thing you need is a brand story and it needs to be applied to all the active listings on Seller Central.»
— 10:11
«I bet you things like Rufus and stuff might be able to even read this and and get answers from from this.»
— 09:36
Reception
Viewers found the product-image optimization tip valuable and shared positive personal anecdotes, with no negative feedback.
The video makes its case with a single seller's same-day year-over-year sales comparison attributed to listing/image and content changes, but it doesn't isolate other variables (inventory levels, broader traffic trends, or other simultaneous changes mentioned as 'not even scratching the surface'), and it ends before delivering the promised budget-friendly AI technique for sellers who can't hire an agency.
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