Amazon A+ Comparison Chart With One Product: What to Compare

An Amazon A+ comparison chart works with a single product as long as every column is something you sell: a different size, pack count, colour, bundle or refill from your own brand, never a competitor's listing. The chart exists to help a shopper choose between your options, so with one ASIN the useful question is not "how do I beat the other brand" but "which version of mine should this shopper buy".

This question keeps coming up on Amazon's own forums. On the UK Seller Forums, a seller with one ASIN asked whether the comparison table could hold other sellers' products, and Amazon staff said no. On the Amazon.in forum, a seller hoped one set of modules would cover all their ASINs, and staff replied that each ASIN will likely need its own content. This guide covers what goes inside the chart: columns, rows, labels and the checks before you submit. How many charts one submission may carry is a separate question, answered in the breakdown of the one comparison chart rule.

Can I compare my product with a competitor's in an A+ chart?

No, you cannot compare your product with another seller's product in an A+ chart, even when their ASIN is the obvious benchmark. In the UK forum thread, a seller with a single ASIN asked about using other sellers' ASINs in a comparison table, and Michelle_Amazon from Amazon staff answered that "you are not allowed to compare your products to other sellers listings", warning that doing so puts the listing at risk of suspension. That is not a grey area worth testing on a live product.

The rule also reaches further than ASINs. A column headed "Leading brand", a row that says "lasts twice as long as other chargers" or a greyed-out mystery product all reference competitors, even without a name. A "typical product" column filled with generic specs is risky for the same reason, so the safe source for every column is your own catalogue. The written rule is one line, "Never reference or compare products with competitors.", in Amazon's A+ Content Design Guide.

What can I put in an Amazon A+ comparison chart when I only have one ASIN?

With one ASIN, you can put any other product you sell into the chart, plus versions of the same product that have their own ASINs. Amazon's design guide describes charts that "display product information such as model type, dimensions, and other features" and says they can "highlight other products you sell". For a small brand, that usually means one of these column sets:

• Sizes: 250 ml, 500 ml and 1 litre of the same serum, cleaner or oil.
• Pack counts: single, 3-pack and 6-pack, with the per-pack contents in a row.
• Colours or finishes, when they differ in more than colour (material, weight or compatible models).
• Bundle versus single unit: the product alone against the product with a case, refill or accessory.
• Complementary products: the main item plus the refill or spare part a buyer will need later.

If you truly have one product in one size with no bundle or refill, a comparison chart has nothing honest to compare, and a chart with one real column wastes a module slot. In that case, use the space for a feature module, a how-to-use sequence or a what's-in-the-box image, and add the chart when your second product or pack size launches. Those replacement modules are quick to draft with an A+ content generator.

How do I use variants, sizes or bundles as chart columns?

Use each variant, size or bundle as its own column, with the ASIN you are writing for in column 1 and the others ordered from smallest to largest. Amazon's Standard A+ module template lists the comparison chart fields as a Title, an ASIN, an image (Add Image) and Image Keywords for each column, numbered 1 to 6, plus Select Column and Comparison Metric fields for the rows, and it marks every one of them Optional. The template is undated, so check the current image sizes in A+ Content Manager before you export any column images.

Most Amazon product comparison table examples that work for small brands look like the one below: one product line, four columns and rows that change from column to column. The values are illustrative, for a fictional cleaning concentrate, but the same structure carries over to serums, supplements, cables, pet food and kitchen tools.

Bundles deserve a column of their own when the bundle is a separate ASIN, because the chart is where a shopper sees the difference between the product alone and the product plus everything needed to use it. Name the bundle column by what it adds, for example "Starter kit with sprayer" rather than "Bundle", and use the What's included row to list every item that ships. To turn the same columns into a gallery image, use a comparison chart generator.

Which rows belong in the chart (specs, use case, what is included)?

The rows that belong in the chart are the ones whose values differ between columns: size or capacity, quantity, the main spec a buyer filters on, the use case each option suits, and what ships in the box. A row where every cell says the same thing tells the shopper nothing and pushes the useful rows further down the page.

• Specs: capacity, dimensions, weight, wattage or compatible models, copied from your spec sheet.
• Use case: short answers such as "Travel", "Daily use" or "Family size", so the shopper can pick in one glance.
• What is included: every item in the box, which matters most for bundles and kits.
• Quantity rows: count per pack or number of servings, stated as facts rather than "best value" claims.

Five to eight rows is usually enough. Every number must match your title, bullets and detail page exactly, because a chart that says 500 ml while the title says 16 oz creates questions and returns. Leave out rows such as "Quality" or "Premium feel" filled with ticks, since they measure nothing a shopper can check. Consistent facts across modules are also worth reviewing against Amazon's A+ content quality score.

What goes in the row labels so the chart works on mobile?

Row labels should be short, plain text typed into the Comparison Metric fields, with the unit inside the label, so the chart stays readable when a phone squeezes it. Amazon's design guide gives the reason directly: "Avoid embedding text in images so mobile customers can read all the details on smaller screens." A label baked into a column image shrinks with the image, and a typed label does not.

• Use one to three words: "Capacity (ml)", "Pieces", "Best for".
• Put the unit in the label so each cell can hold a bare number.
• Use the same unit in every column, never ml in one cell and oz in the next.
• Replace ticks and crosses with words where you can, such as "Included" or "Sold separately".
• Write image keywords that describe the product in that column, not a list of search terms.

Then test it. Preview the module on a phone-sized screen, or narrow your browser window, and read each row out loud. If you have to scroll back to the label to remember what a number means, the label is too vague. Placement matters as well: a chart usually works best near the bottom of the page, after the feature modules have made the case, as part of a deliberate A+ module mix.

Do I need a separate chart for each ASIN?

Yes, plan A+ content for each ASIN rather than expecting one chart to serve every listing. When a seller on the Amazon.in forum asked about using one set of modules across multiple ASINs, Manny_Amazon from Amazon staff replied: "You will likely need to create A+ content for each individual ASIN you have." Even when the columns hold the same products, the chart reads best when the page a shopper is on shows its own product first.

In practice, build one master version, then duplicate it for each ASIN and change three things: move the current ASIN to column 1, update the chart title if it names a size, and check that the What's included row matches that ASIN. Keep the facts in one spreadsheet, so a change to a size or to the box contents gets updated in every chart at once instead of drifting out of date on two of them. Each column image is 150 × 300 pixels in every copy, and the A+ content image size cheat sheet lists the sizes for the modules around the chart too.

What does Premium add (shoppable) and when is it worth it?

Premium A+ adds a shoppable option to the Amazon A+ comparison chart, and it is worth paying attention to when shoppers genuinely choose between several of your products on one page. Amazon's design guide says both Basic and Premium support comparison charts, and that "Premium comparison charts also support a shoppable feature, allowing you to include an Add to Cart button." Premium also gives more room overall: up to seven modules per ASIN, against up to five for Basic.

For a one-product brand, shoppable buttons add little, because there is nowhere else to send the shopper. They earn their place once you have a real range, such as three pack sizes or a starter kit with refills, where a shopper on the wrong size can switch without going back to search. Premium access depends on Amazon's eligibility rules, so check A+ Content Manager before you plan around it. The wider trade-off is weighed up in A+ Content vs Premium A+.

How do I check the chart before I submit it?

Check the Amazon A+ comparison chart against your listing, against Amazon's competitor rule and on a phone before you submit it. A rejected chart costs you a review cycle, and most problems are visible in five minutes if you work through a short list:

• Every column is a product you sell, and every ASIN in the chart is live under your brand.
• No competitor names, logos, "other brands" columns or comparative claims appear in any cell.
• Numbers and units match the title, bullets and detail page exactly.
• Every row has a typed label, and no essential fact sits only inside an image.
• Each image file is no larger than 2 MB, as the design guide requires, at the size the current Content Manager asks for.
• Image keywords describe the product shown in that column.

ListingRVA AI can generate comparison chart images for gallery slots and draft A+ page modules, and its A+ page generations run an automated compliance check. The final read is still yours, because only you know which ASINs are live, which numbers come from your spec sheet and which bundle contents actually ship.

From our own data: how often do sellers build comparison charts?

Between 25 May and 20 October 2026, ListingRVA AI users generated 13 comparison chart images (COMPARISON_CHART style) out of 861 generated images in total, and 35 A+ page generations each carried an automated compliance check.

That is a small sample, and it describes only the choices of people using the tool, not Amazon sellers in general. It does suggest that comparison charts are a niche output for this group, which is consistent with the advice in this guide: a chart earns its slot once a brand has more than one product to put in it.

Source: ListingRVA AI generation records (totals only, no customer data).

Frequently asked questions

Can an Amazon A+ comparison chart include a competitor's product?

No. Amazon's A+ Content Design Guide says "Never reference or compare products with competitors." Amazon staff on the UK Seller Forums have also warned that comparing your products to other sellers' listings puts the listing at risk of suspension. Use only products you sell.

What should I compare if I only sell one product?

Compare the sizes, pack counts, colours, bundles or refills you sell under their own ASINs. If you have just one product in one size with nothing else to compare, skip the chart and use a feature or what's-in-the-box module instead, then add the chart when your second product launches.

Does one comparison chart work for all my ASINs?

Plan content for each ASIN. On the Amazon.in forum, Amazon staff said you will likely need to create A+ content for each individual ASIN. Build one master chart, then duplicate it per ASIN with that product in column 1 and the contents row checked.

How many columns does a Standard comparison chart have?

Amazon's Standard A+ module template lists comparison chart fields for columns 1 to 6, each marked Optional. The template is undated, so confirm the current column limits and image sizes in A+ Content Manager before you design the images.

Should row labels be part of the column images?

No. Type them into the Comparison Metric fields as short text with the unit in the label. Amazon's design guide says to avoid embedding text in images so mobile customers can read all the details on smaller screens.

Is a Premium shoppable comparison chart worth it for a small brand?

Only when shoppers really choose between several of your products. Premium comparison charts can include an Add to Cart button, which helps a shopper switch to the right size or pack. With one product there is nowhere to switch to, so a Basic chart or a feature module does the job.

Published by Aashirvad Kumar, founder of ListingRVA AI. Drafted with AI assistance; the rules, figures and claims are checked against the sources linked in this article before publishing.