Tips for Prepping Your A+ Content for the Holiday Surge

1. Plan Ahead

Amazon only approves new A+ content at the beginning of each month. Submitting at the last minute can cost you valuable visibility during peak shopping periods. Build a content calendar that schedules your updates in advance so every PDP is ready when holiday traffic hits.

Launching your seasonal A+ content one to two months before peak shopping ensures your products are fully visible and optimized when traffic spikes. This also gives Amazon’s AI enough time to analyze and surface your listings effectively. For high-demand holidays like Black Friday, Cyber Week, or Christmas, early preparation can mean the difference between winning the Buy Box and getting lost in the seasonal rush.

2. Tailor Content for Seasonal Products

Seasonal products have a limited selling window, so your A+ content strategy needs to be nimble, timely, and highly focused. The goal is to capture attention quickly and convert shoppers who are already in a buying mindset.

For seasonal items, shoppers care less about long-form brand storytelling and more about how the product fits into their holiday plans. Use lifestyle images that evoke the season or occasion—think cozy holiday setups, gift-giving scenarios, or festive decor. This helps shoppers visualize the product in real-life settings, which drives faster purchase decisions.

Time is of the essence during seasonal shopping. Your copy should immediately communicate why this product matters this season. Lead with benefits that are highly relevant to the holiday context and minimize long blocks of text that can slow down decision-making, such as:

• “Perfect for gifting”
• “Keeps your home cozy during winter” 
• “Ideal for last-minute holiday prep”

3. Get Recognized by Rufus

Over 50% of shoppers plan to use AI this Black Friday–Cyber Monday to compare prices, discover products, and receive personalized recommendations. Amazon’s generative AI shopping assistant, Rufus, now plays a central role in determining which products shoppers see. Make sure your A+ content provides complete, relevant information, from product benefits to specifications, so Rufus can confidently recommend your listing.

Shoppers will use AI assistants like Rufus to ask gift-related questions. Use conversational, question-driven language in your copy (“What’s the best cozy gift for winter?” or “Which gadget makes holiday prep easier?”) to match how shoppers search and increase the chance your product surfaces in AI recommendations.

Finally, even the best holiday A+ content works best alongside solid ratings, inventory, and competitive pricing. Ensure your products are well-stocked, competitively priced, and reviewed positively to maximize AI recommendations and conversion.