Across every benchmarked category, the median category's top sellers carry 6 gallery images, 7 of 10 include a brand video, the median listing has 8 creator videos, and 9 of 10 use A+ Content. These are benchmarks of the leaders, not the average listing — the bar you clear to look like a winner in your category.
What we measure
For every category, we take the top 10 best sellers and read four things off each listing: the gallery image count, the presence of a brand-uploaded video, the number of creator (Amazon Influencer) videos, and whether the listing uses A+ Content. Counts are reported as category medians; presence is reported as a share of the ten (“9 of 10”). Star ratings and review counts ride along as context.
Key terms
- Gallery images
- The photos in a listing’s image carousel: the main (hero) image plus additional slides — lifestyle shots, infographics, size and comparison charts. Amazon displays up to seven slots, and top sellers tend to fill most of them.
- Brand video
- A video the brand uploads into its own listing’s image gallery — product demos, feature walkthroughs, brand spots. It plays from the carousel alongside the images and generally requires Amazon Brand Registry.
- Creator video
- Shoppable video made by third-party creators in the Amazon Influencer Program, surfaced on the listing in the “Videos for this product” section. Brands don’t upload these — creators earn commissions when their videos drive sales, which is why volume signals real creator interest in a product.
- A+ Content
- Enhanced brand content below the fold of a listing — rich image-and-text modules, brand story, and comparison charts that replace the plain-text product description. Available to Brand Registered sellers at no cost (with a paid Premium tier).
Key findings
A+ Content is table stakes
In 62% of categories, at least 9 of the 10 top sellers use A+ Content. Enhanced brand content has stopped being a differentiator almost everywhere on Amazon — its absence is now the signal, and it points the wrong way. If your listing doesn't have A+, you look visibly behind every leader on the shelf.
Creator video splits the marketplace in two
Creator content is the most bimodal metric we measured. In 51% of categories the median top listing already carries eight or more creator videos — there, having creator content isn't a differentiator, having better creator content is. Yet in 26% of categories the median leader has two or fewer. That second group is the opportunity: categories where a steady creator pipeline still puts you ahead of the winners, not just the average.
Brand video is the norm, and image counts cluster tight
In 35% of categories, 8 or more of the top 10 sellers include a brand video — polished brand video has quietly become standard equipment. Gallery images, meanwhile, cluster tightly around a median of 6 per listing across the marketplace; matching that number is cheap, and the categories that deviate from it (parts and components running light, beauty and baby running heavy) say a lot about how their buyers shop.
Where creator content is concentrated
Median creator videos per top listing, by department — the clearest view of the saturated-versus-open split. Click a department for its category-level benchmarks.
Browse benchmarks by department
Every department below links to per-category pages with the full benchmark: metric scorecards, comparisons against the department and all-Amazon medians, and the exact numbers.
- Appliances17 categories · median 7 images · 10 of 10 with A+ Content
- Arts, Crafts & Sewing104 categories · median 6 images · 8 of 10 with A+ Content
- Automotive175 categories · median 6 images · 9 of 10 with A+ Content
- Baby56 categories · median 7 images · 10 of 10 with A+ Content
- Beauty68 categories · median 7 images · 10 of 10 with A+ Content
- Clothing, Shoes & Jewelry46 categories · median 6 images · 9 of 10 with A+ Content
- Electronics99 categories · median 7 images · 9 of 10 with A+ Content
- Grocery & Gourmet Food149 categories · median 6 images · 8 of 10 with A+ Content
- Health & Personal Care54 categories · median 7 images · 10 of 10 with A+ Content
- Home & Kitchen131 categories · median 7 images · 10 of 10 with A+ Content
- Industrial & Scientific251 categories · median 6 images · 8 of 10 with A+ Content
- Musical Instruments59 categories · median 6 images · 8 of 10 with A+ Content
- Office Products36 categories · median 7 images · 10 of 10 with A+ Content
- Patio, Lawn & Garden109 categories · median 7 images · 10 of 10 with A+ Content
- Pet Supplies86 categories · median 6 images · 9 of 10 with A+ Content
- Sports & Outdoors39 categories · median 6 images · 9 of 10 with A+ Content
- Tools & Home Improvement80 categories · median 6 images · 10 of 10 with A+ Content
- Toys & Games154 categories · median 6 images · 10 of 10 with A+ Content
- Video Games64 categories · median 6 images · 7 of 10 with A+ Content
Methodology in brief
Benchmarks come from Amazon's own taxonomy, walked three levels deep using the same browse-node IDs product pages report; each category's cohort is its top 10 ranked products at crawl time, captured August 2026. Medians are stored unrounded and rounded up for display — meeting the benchmark means having at least that much. Read the full methodology.
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Benchmarks describe each category's top 10 best sellers — the leaders, not the average listing — captured August 2026from Amazon's public category and product pages.