What Is A+ Content?
A+ Content (formerly Enhanced Brand Content, or EBC) is Amazon's tool for Brand Registry sellers to replace the plain text product description with rich modules: images, comparison charts, narrative sections, and feature highlights.
Amazon's own data suggests A+ Content lifts conversion rates by 5–10% on average. For high-AOV products or competitive categories, the lift is often higher — buyers need more reassurance before committing.
Who Can Use A+ Content
You need:
- An Amazon Brand Registry approval (requires a registered trademark)
- A Professional Seller account or Vendor Central account
If you're not Brand Registry enrolled, prioritise getting your trademark registered — it unlocks A+, Sponsored Brands, and Brand Store access simultaneously.
A+ Content vs. Premium A+ (A++)
Standard A+ Free for all Brand Registry sellers. Up to 5 modules per ASIN. The standard for most brands.
Premium A+ (A++) Unlocked by completing a Brand Story module on a set percentage of your catalog. Includes larger image modules, interactive hotspots, video, and a carousel. Available for free once unlocked.
If you haven't built your Brand Story yet, do that first — it's the gateway to Premium A+.
The Anatomy of a High-Converting A+ Page
Module 1: Hero Brand Image
Full-width lifestyle image. Shows the product in context. No white background — use a real-world scene that resonates with your buyer. Text overlay: your product's primary benefit in 5 words or fewer.
Module 2: Feature Highlights (Icon + Text)
3–5 icons with short feature descriptions. These answer the top questions buyers have before purchasing. Keep each description under 100 characters.
Good: "Fits bottles up to 32oz — leakproof seal guaranteed" Bad: "Our innovative design features a proprietary sealing mechanism that ensures no leakage"
Module 3: Product Story / Use Case
A two-column section: lifestyle image on one side, narrative on the other. This is where you explain why you built the product and who it's for. Buyers connect with brand story — it's a trust signal.
Module 4: Comparison Chart
Compare 2–4 of your own products or product variants. This keeps buyers in your catalog when they're deciding between options, rather than bouncing to a competitor.
Do not compare yourself to competitor brands — this violates Amazon's content policies.
Module 5: Technical Specs / Certifications
For products where specifications matter (electronics, supplements, tools), a clean specs table reduces return rates by setting accurate expectations.
What Not to Do
Avoid lifestyle images that don't show the product Amazon reviewers reject A+ content if the product isn't clearly visible in images.
Don't repeat your bullet points A+ Content should add information, not restate what's already in your title and bullets. Use it to go deeper: materials, manufacturing details, use cases, compatibility.
Never mention competitors by name Direct competitor references in A+ Content violate Amazon's policies and will cause rejection.
Don't use low-resolution images Amazon displays images at up to 970px wide on desktop. Minimum submit size: 970×300px for standard modules. Use 2× resolution images for sharpness.
Image Specifications (Standard A+)
| Module type | Minimum size | Recommended |
|---|---|---|
| Full-width banner | 970 × 300 px | 1940 × 600 px (2×) |
| Standard single image | 300 × 300 px | 600 × 600 px (2×) |
| Standard image + text | 300 × 400 px | 600 × 800 px (2×) |
| Comparison chart image | 150 × 300 px | 300 × 600 px (2×) |
File type: JPEG or PNG. Max file size: 2MB.
How Long Does A+ Content Take to Go Live?
After submission, Amazon reviews A+ Content within 7 business days. Approval times vary:
- Standard approval: 3–5 business days
- Rejection (policy violation): you'll get a reason code and can resubmit after fixing
- Bulk submissions (10+ ASINs): allow 10 business days
Scaling A+ Content Across a Large Catalog
For brands with 50+ SKUs, a modular approach saves time:
- Create 2–3 brand-level modules (hero image, brand story, certifications) that apply across the range
- Build product-specific modules only for your top 20% of SKUs by revenue
- Use Brand Story (which appears across all ASINs automatically) to maintain brand consistency across your full catalog
The ROI Case for A+ Investment
If your product converts at 8% and A+ lifts it to 9%, that's 12.5% more sales from the same traffic. On a product generating £5,000/month, that's £625/month in incremental revenue — from a one-time content investment.
For a catalog of 50 products, even a conservative 5% conversion lift across the range compounds significantly.
eData4You creates A+ Content at scale — from single product pages to full catalog rollouts. See A+ Content services →