A+ Content (formerly Enhanced Brand Content or EBC) is Amazon's tool for creating visually rich product detail pages. Instead of plain text bullet points, Brand Registry sellers can use image-and-text modules, comparison tables, brand story banners, and feature carousels to communicate product value.
Who Can Use A+ Content
A+ Content is available to sellers enrolled in Amazon Brand Registry. Vendors (selling to Amazon wholesale) have access to similar functionality called A+ Content in Vendor Central.
Types of A+ Content
Basic A+ Content: Free for all Brand Registry sellers. Offers a selection of standard modules (hero image, feature callouts, comparison chart, product description).
Premium A+ Content: Available to sellers who meet Amazon's programme criteria (typically brands with an active Store and Brand Story). Adds interactive modules, video, enhanced comparison tables, and Q&A hotspots.
Impact on Conversion
Amazon's internal data has shown that A+ Content can increase conversion rates by 3–10% versus standard listings. The improvement is more pronounced for complex or considered purchases where buyers need more information before deciding.
Key Modules
- Brand Story: Mandatory since March 2026; introduces your brand at the top of the A+ layout
- Image + Text: The most common module; pairs a feature image with 100–300 characters of text
- Comparison Chart: Lets you compare up to 6 ASINs — useful for cross-selling within your line
- Product Description: A text-heavy block for detailed specifications
Best Practices
- Lead with high-quality lifestyle images that show the product in context
- Use the comparison chart to pre-empt competitor comparisons
- Keep copy concise — buyers skim; use A+ visually, not as a second description