What Is Amazon Enhanced Brand Content (Now A+ Content)? Complete Guide for Sellers

Most Amazon product pages waste the space below the bullet points. A wall of unformatted text that shoppers skip past, a blank section left empty entirely, or a hastily assembled set of images that do not connect to how a buyer actually makes a purchase decision. This is where Amazon Enhanced Brand Content was designed to make a real difference.

This guide covers everything sellers need to know about Amazon Enhanced Brand Content (EBC), what it is, who can use it, how Standard and Premium A+ differ, how to build it step by step, what best practices actually drive conversion improvement, the mistakes that silently hurt performance, and how to decide whether to build it yourself or bring in a professional service.

What Is Amazon Enhanced Brand Content (EBC)? 

The EBC to A+ Content Rename Explained

Amazon Enhanced Brand Content was the original name for a feature Amazon introduced for third-party sellers on Seller Central. At the same time, Amazon’s first-party vendor program (Vendor Central) had its own version of the same feature, called A+ Content. The two programs existed separately for years before Amazon merged them into a single unified offering in 2019.

Since 2019, everything is officially called A+ Content regardless of whether you sell through Seller Central or Vendor Central. The terms Amazon Enhanced Brand Content, EBC, and A+ Content all refer to the same feature. If you see older guides or service providers referencing EBC or enhanced brand content Amazon separately from A+, they are describing the same tool.

Many sellers still search for what EBC is on Amazon or what EBC is on Amazon because they encountered the original terminology before the rebrand. The answer is simply: EBC is what Amazon now calls A+ Content.

What It Actually Does on a Product Detail Page

Amazon A+ Content replaces the plain-text product description section that sits below the bullet points on a product detail page. Instead of a paragraph of unformatted text that most shoppers skip entirely, A+ Content gives sellers a set of visual modules: image-and-text blocks, comparison charts, feature callouts, lifestyle photography, brand story sections, and for Premium users, video and interactive elements.

These modules appear below the fold on most listings, which means they are not the first thing a shopper sees when they land on your product page. But for the shoppers who scroll, and many do when they are comparing products or need more information before committing to a purchase, A+ Content is the section that either builds enough confidence to convert or fails to, sending them back to the search results.

A well-built A+ section answers the questions bullet points do not have space to address: how does this product actually work, what makes it different from the three similar options the shopper just looked at, what does it look like in use, and is this brand trustworthy enough to buy from?

Who Can Use Amazon Enhanced Brand Content? 

Amazon seller enhanced brand content is not available to every seller. Three requirements must be met before you can access the A+ Content Manager in Seller Central.

Brand Registry Enrollment

Amazon Brand Registry is the program that verifies brand ownership and unlocks a set of advanced seller tools, including A+ Content, Sponsored Brands advertising, and the Storefront builder. Enrollment in Brand Registry is the foundational requirement for creating enhanced brand content on Amazon.

Brand Registry is free to enroll in, but it requires a registered or pending trademark, which is the element that takes the most time to obtain for most sellers.

Professional Seller Account

A Professional Seller account ($39.99 per month) is required to access Brand Registry and A+ Content features. Individual seller accounts, the free tier, do not include access to these tools. If you are currently on an Individual account and want to use A+ Content, upgrading to Professional is the first step.

Trademark Requirement

To enroll in Amazon Brand Registry, your brand’s name or logo must have an active registered trademark, or a pending trademark application, in the country where you sell. In the United States, this means a trademark filed with the USPTO. In the UK and EU, trademarks registered with the appropriate intellectual property offices in those markets qualify for their respective Amazon marketplaces.

Amazon also accepts pending trademark applications in many cases through a program called IP Accelerator, which connects sellers with legal firms to expedite trademark filing and allow interim Brand Registry access before the trademark is fully registered.

Who Cannot Use Amazon Enhanced Brand Content?

Resellers who do not own the brand whose products they are selling cannot create A+ Content for those listings. A+ Content is a brand owner’s privilege, not a general seller feature. If you are a third-party reseller listing products from another brand, you cannot create or edit A+ Content on those ASINs even if you are a brand-registered seller in your own right for a separate brand.

Standard A+ Content vs. Premium A+ Content 

Amazon offers two tiers of A+ Content with meaningfully different capabilities and eligibility requirements.

What Standard A+ Content Includes

Standard A+ Content is available to all sellers enrolled in Amazon Brand Registry at no additional cost. It gives sellers access to a library of up to 17 module types including image-and-text overlays, feature comparison charts, full-width header images, product description modules, logo and image blocks, and brand story sections.

You can add up to seven modules per A+ Content piece on a standard project. Most sellers find that five to six well-chosen, well-executed modules covering the product’s key features, differentiation, and brand story are sufficient for a strong standard experience.

Amazon’s published data indicates that Standard A+ Content increases sales conversion rates by up to 8 to 10 percent on average compared to listings with only a plain-text description. Real-world results vary significantly by category, creative quality, and how well the content addresses the actual questions buyers in that category are asking.

What Premium A+ Content Adds

Premium A+ Content unlocks a significantly richer set of modules including video loops, interactive hover hotspots, enhanced comparison charts, image carousels, Q and A modules, and a wider layout that takes up more of the page. These additional elements create a notably more immersive product page experience, particularly for high-consideration purchases where shoppers spend more time researching before buying.

Amazon states that Premium A+ Content can increase conversion rates by up to 20 percent, double the benchmark for Standard A+. This reflects both the richer content itself and the fact that brands investing in Premium A+ are typically producing higher-quality creative assets overall.

Premium A+ Content was previously limited to Vendor Central brands and not available to Seller Central brands at all. It is now available to qualifying sellers at no additional cost.

Eligibility for Premium A+ Content

To access Premium A+ Content, sellers generally need to have a published Brand Story on their listings and at least five approved A+ Content projects in their account within the past twelve months. Amazon may update these thresholds periodically, so confirming current eligibility requirements in your Seller Central A+ Content Manager is recommended before planning a Premium build.

How Amazon A+ Content Improves Product Pages and Conversions

How It Increases Dwell Time and Purchase Confidence

When a shopper lands on your product page and finds only bullet points and a plain text description, they have limited ways to evaluate whether your product is right for them beyond the main images and reviews. For many products, those elements alone are not enough to fully address the questions a shopper has before committing to a purchase.

A+ Content extends the conversation with the shopper. Lifestyle images showing the product in use answer questions about size, context, and compatibility that words alone cannot. Comparison charts help a shopper who is deciding between your product and a higher-priced variant understand exactly what the difference is, rather than leaving that question open and sending them back to search results. Feature explanation modules build the specific credibility that earns a first purchase from a shopper who has never heard of your brand before.

All of this keeps the shopper engaged with your listing longer. That dwell time signal matters because Amazon’s algorithm weighs engagement alongside conversion rate when evaluating listing relevance.

The Conversion Rate Lift: What the Data Shows

Amazon’s published benchmarks suggest that Standard A+ Content increases average conversion rates by 3 to 10 percent, with the majority of well-executed projects landing in the 5 to 8 percent range. Premium A+ Content can produce lifts of up to 20 percent on products that benefit most from richer explanation and storytelling.

The real-world caveat is that these are averages across a very wide range of categories, product types, and creative quality levels. A+ Content that uses generic images, vague benefit statements, and modules that do not connect to real buyer questions produces minimal conversion lift regardless of the format. A+ Content built specifically around what buyers in that category actually need to know before purchasing, supported by strong photography and clear copy, consistently outperforms the average.

The right approach is to measure your conversion rate before publishing A+ Content, then measure at least 30 days again after it goes live, giving Amazon’s algorithm time to register the change and allowing enough transaction volume for a meaningful comparison.

How Higher CVR Connects to Lower Effective ACoS in PPC Campaigns

This is the connection that makes A+ Content a priority investment not just for organic listing performance but for your overall advertising strategy, and it is one that most discussions of enhanced brand content on Amazon overlook entirely.

Your ACoS on any Sponsored Products or Sponsored Brands campaign is calculated as your ad spend divided by your ad-attributed revenue. If your conversion rate improves, the same number of ad clicks produces more sales, which increases the revenue side of that equation without requiring any change to your bids or your budget.

A product converting at 8 percent generates one sale from every twelve clicks. The same product converting at 12 percent after an effective A+ Content build generates one sale from every eight clicks. That improvement substantially reduces your effective cost per conversion from paid traffic without touching a single campaign setting. It also improves your organic ranking signals, since Amazon’s algorithm weighs conversion rate when determining which listings to surface in organic search results.

This means strong A+ Content directly amplifies the efficiency of every advertising dollar you spend. For brands running active PPC campaigns, investing in A+ Content before scaling ad spend is one of the most leverage-efficient sequences available. This sequencing logic is central to good Amazon PPC strategy, fixing conversion rate before adding spend gets more out of every dollar already being invested.

How to Create A+ Content in Seller Central (Step by Step) 

Accessing the A+ Content Manager

Log into Seller Central and navigate to the Advertising tab in the top navigation menu. From the dropdown, select A+ Content Manager. This is where all your current A+ Content projects are listed, along with their status: approved, pending review, rejected, or draft.

To start a new project, click Start creating Amazon A+ content. You will be prompted to choose your content type. For most sellers, selecting Self-Service Modules is the right choice, as it gives you full control over which modules you use and how they are arranged. The Amazon Builds For You option exists but delivers significantly less design control over the final output.

Module Types and Image Specifications

Standard A+ Content offers a library of module types covering a range of layout and content needs. The most commonly used are as follows.

• Standard Header Image with Text: A full-width banner at the top of your A+ section. Recommended dimensions are 970 x 600 pixels. Works best as a strong opening visual statement for the product.
• Standard Image and Text Overlay: Image with text overlaid directly on it. Recommended dimensions are 970 x 300 pixels. Useful as a section divider or to highlight a specific feature with context.
• Standard Four Image and Text: Four images in a row, each with a headline and short text block beneath. Effective for presenting multiple distinct product features side by side.
• Standard Comparison Chart: Allows comparison across multiple ASINs in your catalog. Consistently one of the highest-converting module types available.
• Standard Image and Text: A two-column layout with an image on one side and a text block on the other. Versatile and widely used for feature explanation sections.
• Brand Story Module: Appears at the top of the A+ section and links across all of your brand’s ASINs, creating a consistent brand presence across your catalog.

All images should be uploaded as JPEG or PNG files in RGB color mode, with file sizes under 2 MB per image. For sharpness on high-density screens, design your source files at double the recommended pixel dimensions and export at the target size.

Building, Previewing, and Submitting for Review

Once you have selected your modules and uploaded your images and copy, use the Preview function before submitting. Amazon provides both a desktop preview and a mobile preview. Check both before submission. Module layouts that look well-balanced on desktop frequently appear cramped or awkwardly cropped on mobile, where the majority of Amazon shoppers browse.

When satisfied with both previews, apply your A+ Content to the relevant ASINs using the Apply to ASINs panel, then submit for review.

Review Timeline and Common Rejection Reasons

Amazon typically reviews A+ Content within two to seven business days. Common reasons for rejection include:

Promotional language such as references to discounts, limited-time offers, pricing, or free shipping within the A+ Content itself. Claims about rankings or awards that cannot be substantiated with a direct source reference. Contact information, including phone numbers, email addresses, website URLs, or social media handles. References to competitors or competing products by name. Blurry images, low resolution, or excessive text overlay make them difficult to read.

If rejected, Amazon will specify the reason. Address the flagged element specifically and resubmit.

Amazon Enhanced Brand Content Best Practices

Lead With One Clear Product Promise

The first module a shopper sees in your A+ section determines whether they continue reading or stop. Most sellers use this module to crowd in multiple claims, several badges, lifestyle imagery, and a brand statement simultaneously. This overload reduces clarity and forces the shopper to work to find the key message.

The more effective approach is to lead with one clear, specific promise that speaks directly to the core reason a buyer in your category would choose this product. A portable blender brand might open with the headline “Full blending power that fits in your bag” alongside a lifestyle image showing the product in a gym bag. That single, concrete promise is more persuasive than five competing claims delivered simultaneously.

Use Comparison Charts With Specific Details, Not Generic Checkmarks

The comparison chart module is consistently the highest-converting element in the standard A+ toolkit because it directly answers the question a shopper asks while comparing products: what exactly is different between these options? But most comparison charts squander this opportunity by comparing generic attributes with checkmark-style yes or no columns.

A comparison chart that tells a shopper your product has a checkmark next to “Durable,” and a competitor does not, has told them nothing useful. A comparison chart that specifies “Aircraft-grade aluminum housing” versus “Plastic housing” communicates a meaningful, verifiable difference that builds actual purchase confidence. Specificity converts. Genericism does not.

Place Brand Story After Product Explanation, Not Before

The Brand Story module introduces your company, your mission, and your broader catalog to the shopper. Many sellers place it at the very beginning of their A+ section, before any product-specific content. This is a sequencing mistake.

A shopper arriving at your listing does not yet know whether your product solves their problem. Asking them to connect with your brand story before you have answered their product question creates friction in the buying journey. The right sequence is: explain the product, address the key purchase objections, then introduce the brand story as a trust-builder for the shopper who has already decided the product is what they need.

Design for Mobile First

More than half of all Amazon shopping happens on mobile devices. A+ Content that looks clean and spacious on a desktop monitor frequently becomes illegible or poorly proportioned on a phone screen.

The Amazon A+ Content Manager provides a mobile preview for every project. Use it before submitting. Modules with dense text overlaid on busy photography, small-format images that require zooming to read, and comparison charts with narrow columns are the most common mobile performance problems. For mobile-first design, prioritize larger visuals, shorter copy blocks, and modules where the image carries most of the communication burden rather than the text.

Connect Every Module to a Specific Buying Decision

The test for every module in your A+ section is simple: does this help the shopper understand the product faster, trust it more, or compare it more easily? If a module does none of these three things, it is taking up space without advancing the purchase decision.

Every image choice, every headline, and every text block should be rooted in what your specific customer needs to know before they buy. Lifestyle images should show the product solving the specific problem your buyer has. Feature explanations should connect every product attribute to the customer outcome it produces, not simply describe the feature in isolation.

Common Amazon EBC Mistakes to Avoid

Overloading Modules With Too Many Claims

The instinct to use every available module to communicate every possible product benefit is understandable but counterproductive. Shoppers reading A+ Content are looking for clarity and confidence, not comprehensiveness. A section with seven densely packed modules covering fifteen separate claims requires significant reading effort before the shopper can form a clear picture of the product.

Strong A+ Content makes fewer, more specific claims with better visual support for each one. Five focused modules covering the five most important buying considerations outperform seven generic modules covering every attribute of the product.

Generic Lifestyle Images That Do Not Connect to the Product

Lifestyle images should show a real buyer’s real problem being solved by this specific product. A stock photo of a happy person in a kitchen next to a blender says less than a photograph of the blender demonstrating its specific capacity feature in a real-world context.

Generic lifestyle imagery fails the most important test of A+ Content: it does not tell the shopper anything specific enough to help them make a purchase decision. If the lifestyle image would work equally well on a competitor’s listing, it is not doing its job on yours.

Ignoring Mobile Preview Before Submitting

A module layout that appears balanced and readable on a desktop monitor can become awkward, cramped, or illegible on a smartphone screen. Text overlays that are comfortably readable at full screen shrink to unreadable on mobile. Four-column image grids that look clean on desktop compress to two-column on mobile, changing the entire visual hierarchy of the section.

Check the mobile preview for every project before submission. This single habit prevents the majority of mobile layout problems and is the most common avoidable mistake in A+ Content creation.

Treating A+ Content as a Keyword Surface

Amazon A+ Content text is not indexed by Amazon’s search algorithm for ranking purposes. Adding keyword-heavy copy to your A+ modules does not improve your search ranking or your indexing for those terms. It does, in many cases, make the copy harder to read, less benefit-focused, and less effective at converting the shopper who is already on your page.

This is a common misconception that leads to A+ Content written for search engines rather than for shoppers. The result is text that sounds unnatural, fails to communicate genuine value, and underperforms against content written clearly for a human reader. Your title, bullet points, and backend search terms are where keyword placement drives ranking. Your A+ Content is where clear, human-centered communication drives conversion.

Publishing Without Measuring Conversion Rate Before and After

A+ Content that goes live without a baseline measurement of your conversion rate before publication has no reliable way of telling you whether it worked. Many sellers publish A+ Content and assume it is performing well because sales are stable or growing, without isolating the specific contribution the A+ update made.

The correct approach is to record your Unit Session Percentage, which is Amazon’s metric for conversion rate, for each ASIN before publishing new or revised A+ Content. Then measure again at least 30 days after the content goes live. If the conversion rate has not improved after 30 days, the content needs revision. Use Amazon’s Manage Your Experiments tool to test different layouts, headlines, or module sequences and identify what drives improvement.

Should You Create Amazon A+ Content Yourself or Hire an Expert? 

When DIY Makes Sense

Creating A+ Content yourself is a reasonable approach when you have strong product photography already available, your catalog is small enough that the time investment per ASIN is manageable, your products are relatively simple and do not require complex visual explanation, and you have a clear understanding of what your buyers need to know before purchasing.

Amazon’s A+ Content Manager is designed to be used without design software expertise. The module system handles layout, and as long as your source images are high resolution and your copy is clear and benefit-focused, a self-built A+ section can perform well.

When Professional Amazon EBC Services Add Real Value

There are several situations where Amazon EBC services consistently deliver better outcomes than a DIY approach. If your current product photography is not strong enough for high-impact A+ modules, a professional service typically includes or coordinates photography alongside design. If your catalog has many ASINs requiring A+ Content, the time cost of building and managing the work across all of them internally is often greater than the cost of professional Amazon enhanced brand content services.

If your current A+ Content has been live for several months without producing a measurable conversion rate improvement, a professional audit and rebuild is frequently the faster path to results than iterating internally on an approach that has already underperformed. If your A+ Content is one component of a broader listing optimization effort involving keyword strategy, PPC campaigns, and creative alignment, an Amazon eBC service that integrates these elements into one strategy typically produces stronger compounding results than a standalone creative build.

How AMZDUDES Approaches A+ Content as Part of an Integrated Listing Strategy

AMZDUDES, a full service Amazon Agency, treats A+ Content as a conversion optimization project, not a design project. The process starts with an audit of what your category’s buyers actually need to know before they buy, drawn from review mining, competitor listing analysis, and search term data. This informs the module sequence, the specific claims made in each section, and the creative direction for imagery, before any design work begins.

The output is A+ Content that addresses real purchase objections in the right sequence, supported by imagery that shows the product solving the specific problem your buyer has, with a conversion measurement baseline established before launch so that performance can be tracked precisely and iterated on with real data.

Conclusion

Amazon Enhanced Brand Content, now A+ Content, is one of the few free tools available to brand-registered sellers that directly and measurably improves conversion rate without requiring a price change, a review accumulation, or an advertising investment. The conversion rate lift for Standard A+ Content averages up to 10 percent, and for Premium A+ Content up to 20 percent, and because a higher conversion rate makes every advertising click more efficient, the compounding benefit extends across your entire PPC portfolio.

The sellers who get the most from Amazon A+ content are the ones who treat it as a structured conversion problem rather than a creative exercise: choosing modules based on what buyers actually need to know before purchasing, designing for mobile first, measuring conversion rate before and after publication, and iterating based on what the data shows.

If you’re looking to build Amazon A+ Content that does more than enhance your listing’s appearance, AMZDUDES, a full service Amazon agency, can help. Our Amazon A+ content services are backed by buyer insights, aligned with your keyword and PPC strategy, and designed to improve conversion performance while supporting your broader Amazon growth goals.

Book a free consultation today!

Frequently Asked Questions

What is EBC in Amazon?
EBC stands for Enhanced Brand Content, the original name Amazon used for the feature that allows brand-registered sellers to replace plain-text product descriptions with visual modules including images, comparison charts, and brand storytelling sections. Amazon rebranded EBC as A+ Content in 2019 when it merged the Seller Central and Vendor Central versions of the feature into a single unified program. The terms Amazon EBC (enhanced brand content, Amazon) and A+ Content all refer to the same feature.

What is the difference between Amazon EBC and A+ Content?
There is no functional difference. Amazon Enhanced Brand Content (EBC) was the original name for third-party seller access to this feature through Seller Central. A+ Content was the name for the equivalent feature for first-party vendors through Vendor Central. In 2019, Amazon unified both under the A+ Content name. You may still encounter both terms in guides, service listings, and seller discussions because the EBC terminology remains widely used despite the official rebrand.

Is Amazon Enhanced Brand Content free?
Standard A+ Content is completely free for all sellers enrolled in Amazon Brand Registry. There is no per-ASIN fee, no monthly subscription, and no minimum spend requirement. Premium A+ Content is also free for sellers who meet the eligibility criteria, generally requiring a published Brand Story and at least five approved A+ Content projects in the past twelve months.

Does Amazon A+ Content help with search ranking?
Not directly. The text within A+ Content modules is not indexed by Amazon’s search algorithm for keyword ranking purposes. A+ Content is a conversion tool, not a keyword surface. Its indirect effect on ranking comes through improved conversion rate and increased dwell time on the listing, both of which are engagement signals that Amazon’s algorithm weighs when determining listing relevance. However, A+ Content does not replace the need for strong keyword optimization in your title, bullet points, and backend search terms.

How long does Amazon A+ Content take to be approved?
Amazon typically reviews and approves A+ Content within two to seven business days. During high-volume periods such as the lead-up to Prime Day or the holiday season, review times can be longer. Plan your A+ Content submission well in advance of any major sales events or product launches to avoid delays.

What does an Amazon EBC service typically include?
Professional Amazon enhanced brand content (EBC) services typically include strategy and module planning based on buyer research, copywriting for each module, custom graphic design, image specifications guidance or photography coordination, submission to Amazon, and revision support if content is rejected. The scope varies significantly between providers, so it is worth confirming exactly what is included before engaging any Amazon enhanced brand content services.

Should I use an Amazon EBC service or create A+ Content myself?
If you have strong product photography, a small catalog, and a clear understanding of what your buyers need to know before purchasing, DIY is a reasonable starting point. If your photography is weak, your catalog is large, your existing A+ Content has not moved your conversion rate, or A+ Content needs to integrate with a broader listing and PPC strategy, a professional Amazon EBC service typically delivers better results faster and at a lower overall cost than extended DIY iteration.