Enhanced Brand Content (EBC) is Amazon's older name for what is now officially called A+ Content. The two terms refer to the same feature: visually rich product description modules available to sellers enrolled in Amazon Brand Registry, replacing the plain-text product description field.
Amazon rebranded EBC to A+ Content in 2019 across Seller Central. If you see "EBC" referenced in older tutorials or seller forums, it means A+ Content.
What A+ Content / EBC Includes
Standard A+ (formerly Basic EBC) includes up to five customizable content modules per ASIN:
- Header image with text — full-width hero with overlay copy
- Image with text overlay — lifestyle or feature photography with caption
- Comparison chart — compare the ASIN with other products in your line
- Product description paragraph — longer-form benefit copy
- Technical specification table — structured key-value attribute display
Premium A+ (invite-only, now more widely available) adds interactive modules including video, image carousels, hotspot images, and a Q&A format.
Impact on Conversion Rate
Amazon's own data indicates A+ Content increases CVR by 3–10% on average. The improvement is most significant for products where visual storytelling matters — home goods, apparel, health products, electronics.
For brand-story-driven products, the Brand Story module (a header section available across all your ASINs) reinforces recognition and trust across the catalog.
A+ Content and SEO
The text within A+ Content modules is not indexed for keyword search by Amazon's algorithm. Its role is conversion, not ranking. Keyword strategy belongs in the title, bullet points, and backend search terms — A+ Content converts the traffic those elements attract.
How to Create A+ Content
Seller Central → Advertising → A+ Content Manager → Create A+ Content → Basic (or Premium) → Add modules → Apply to ASINs → Submit for approval (review takes 7 business days).
A+ Content requires Brand Registry enrollment. Brand Registry requires a registered trademark (or pending application in Amazon's IP Accelerator program).