How to Add a Premium Comparison Table to Amazon A+ Content

Learn how to add a Premium Comparison Table module to your Amazon A+ Content pages to cross-sell product variations and compare features side-by-side.

July 23, 2026 By SellerPro Amazon Agency

This guide demonstrates how to add a Premium Comparison Table module to Amazon A+ Content. Completing this task allows you to cross-sell different product variations and highlight their specific features side-by-side to customers.

This guide is for Amazon sellers, brand managers, and e-commerce professionals optimizing product detail pages. Use this workflow when you want to update existing A+ Content to include direct comparisons of related items within your catalog.

Navigate to the A+ Content Manager

Start by opening the content editor for the ASIN you want to update.

Step #1: Click A+ Content Manager under the Advertising menu in Amazon Seller Central. — Click **A+ Content Manager** under the Advertising menu in Amazon Seller Central.

Step #2: Select the A+ Content page you want to update from your content list. — Select the A+ Content page you want to update from your content list.

Step #3: Click the Actions dropdown in the top right corner and select Edit. — Click the **Actions** dropdown in the top right corner and select **Edit**.

Add the Comparison Table Module

Step #4: Scroll to the bottom of the page and click Add Module. — Scroll to the bottom of the page and click **Add Module**.

Step #5: Select the Premium Comparison Table module from the available templates. — Select the **Premium Comparison Table** module from the available templates.

Enter the ASIN Lineup

Populate the comparison table by entering the ASINs for your product variations. You must designate a primary product as the "Hero" ASIN. When building this lineup, order the products sequentially:

Product Variation	Placement Role
Original BBQ Sauce (1-pack)	Hero Product
Hot BBQ Sauce (1-pack)	Comparison Product 1
Special BBQ Sauce (1-pack)	Comparison Product 2
Three-Pack Gift Set	Comparison Product 3

Step #6: Click the Enter ASIN field in the Hero Product section. — Click the **Enter ASIN** field in the Hero Product section.

Paste the ASIN for your primary variation (e.g., Original flavor).

Step #8: Click Enter ASIN in the next available comparison column. — Click **Enter ASIN** in the next available comparison column.

Paste the ASIN for your first comparison product.

Step #10: Click Enter ASIN in the subsequent column. — Click **Enter ASIN** in the subsequent column.

Paste the ASIN for the remaining comparison products, including any bundles or gift sets.

Define Comparison Metrics

Next, introduce different metrics to cross-sell and compare the specific features (like ingredients or flavor profiles) of each item.

Step #12: Click Add metric to create a new comparison row in the table. — Click **Add metric** to create a new comparison row in the table.

Step #13: Click Checkbox to add a boolean metric, which is best for simple yes/no attributes (e.g., "Includes vinegar?"). — Click **Checkbox** to add a boolean metric, which is best for simple yes/no attributes (e.g., "Includes vinegar?").

Step #14: Select Yes or No from the dropdown menu for each respective product column. — Select **Yes** or No from the dropdown menu for each respective product column.

Step #15: Click Text... to add a descriptive metric for text-based attributes. — Click **Text...** to add a descriptive metric for text-based attributes.

Enter descriptive text for each column, such as the specific flavor profile (e.g., "Tangy Tomato" or "Spicy").

Q: What order should I place the products in the comparison table?

A: Start with your primary variation as the "Hero" ASIN in the first designated slot. Then, add the other variations (like alternate flavors or gift packs) in the subsequent comparison slots.

Q: What kind of metrics can I use to compare products?

A: You can use "Checkbox" metrics for simple yes/no attributes (like whether a product contains sugar or vinegar) and "Text" metrics for short descriptive fields (like distinct flavor profiles).

Q: How do I figure out which metrics are best to highlight?

A: You can pull product details, ingredients, and highlights directly from your Amazon detail page or your brand's main website. Alternatively, you can feed that information into an AI assistant to have it recommend the most effective comparison points.

Term	Definition
ASIN	Amazon Standard Identification Number, a unique identifier assigned by Amazon to a specific product variation.
A+ Content	A feature in Seller Central that allows brand owners to describe product features using enhanced rich text, images, and comparison modules.
Hero Product	The primary product featured most prominently in a marketing module or comparison table.
Cross-sell	The practice of recommending related, alternative, or bundled products to a customer viewing a specific item.