What Is Amazon A+ Content?

Amazon A+ Content is enhanced listing content available to Brand Registry sellers that adds branded visuals, comparison charts, richer storytelling, and interactive modules to the product detail page.

Sellers used to call this Enhanced Brand Content, but Amazon now groups these listing upgrades under A+ Content. The tool gives brands extra space below the bullet points to show product benefits, answer shopper questions, and reduce buying friction.

Where A+ Content Appears on an Amazon Listing

A+ Content shows on the product detail page, typically below the product description and above customer reviews. It appears on desktop and mobile, though the layout adjusts based on screen size.

Brand Story content appears separately in the "From the Brand" section and connects individual products back to the brand's broader catalog and storefront.

What A+ Content Replaced and How Amazon Uses the Term Today

Amazon originally called this Enhanced Brand Content (EBC). The platform later split the offering into Basic A+ Content, Premium A+ Content, and Brand Story. The name change reflects a broader set of modules, better testing tools, and clearer eligibility paths.

If you see older references to EBC, they mean the same thing. Amazon retired the term but kept the function.

What Can Sellers Include in Amazon A+ Content?

A+ Content modules let sellers add images, text blocks, comparison charts, videos, and interactive elements. What you can use depends on whether you have access to Basic or Premium.

Basic Modules

Basic A+ Content includes:

• Standard image and text placements
• Comparison charts (up to four products)
• Hotspot images with clickable product details
• Brand logo headers
• Q&A-style text layouts

These modules cover most seller needs and work well for product education, differentiation, and cross-sell.

Premium Modules

Premium A+ Content adds:

• Video modules
• Interactive carousels
• Larger image grids
• Enhanced comparison tables
• Shoppable image galleries

Premium gives sellers more creative flexibility and better tools for complex product lines or premium positioning.

Brand Story Content

Brand Story sits in the "From the Brand" area and links products back to the brand's Amazon storefront. It helps shoppers understand the brand's identity and explore related products.

Amazon requires Brand Story coverage before granting Premium A+ eligibility, which means it is part of the path to Premium, not just a nice-to-have.

Who Can Use A+ Content on Amazon?

Basic A+ Content is available through Amazon Brand Registry. Premium A+ Content has stricter requirements.

Brand Registry Requirements

To qualify for Brand Registry, sellers need:

• A registered or pending trademark
• A brand name or logo on products or packaging
• Enrollment through Amazon's Brand Registry portal

Brand Registry is free. Once approved, sellers can access Basic A+ Content, Brand Story, and other brand tools.

Basic vs Premium Eligibility

Basic A+ Content: Available to all Brand Registry sellers.

Premium A+ Content: Requires Brand Story across owned ASINs plus at least 15 approved A+ project submissions in the past 12 months.

Premium access depends on activity and catalog coverage, not a separate application fee.

What Is the Difference Between Basic A+ Content and Premium A+ Content?

The main differences are module variety, production effort, and conversion impact.

When Basic A+ Is Enough

Basic A+ works well for most sellers. Use it when:

• The product needs clear differentiation but not heavy video production
• Comparison charts and text modules answer most shopper objections
• The brand is building catalog coverage before investing in Premium

When Premium A+ Makes Sense

Premium A+ is worth the extra production when:

• The product category benefits from video demonstrations
• The brand sells multiple SKUs that need richer cross-sell tools
• Conversion testing shows that interactive modules outperform static content

Premium modules can increase sales by up to 20%, according to Amazon, but only when the content matches shopper needs.

Why A+ Content Matters for Amazon Conversion

A+ Content does not directly improve Amazon search rankings. It improves conversion by reducing hesitation and answering questions before they block a purchase.

Reducing Shopper Hesitation

Shoppers abandon listings when they cannot find the information they need. A+ Content fills the gaps between bullet points and reviews by showing:

• How the product works in real use cases
• What makes it different from similar options
• Specific materials, dimensions, or compatibility details

Clear answers reduce returns and support higher conversion rates.

Showing Product Use Cases and Differentiation

Static product images show what the product looks like. A+ Content shows what it does. Use modules to demonstrate:

• Setup or installation steps
• Before-and-after scenarios
• Feature callouts with visual proof
• Size or fit comparisons

Supporting Cross-Sell with Comparison Charts

Comparison charts help shoppers pick the right variant or discover related products. Use them to:

• Compare sizes, capacities, or feature sets within a product line
• Show compatibility across related items
• Highlight upgrade paths for premium SKUs

Good comparison content moves shoppers toward the right purchase instead of letting them bounce.

How to Create A+ Content in Seller Central

Amazon's Content Manager tool handles A+ Content creation, application, and approval.

Content Manager Workflow

1. Log in to Seller Central and navigate to Advertising > A+ Content Manager.
2. Click Start creating A+ content.
3. Choose a module layout from the available templates.
4. Add images, text, and product ASINs to each module.
5. Preview the layout on desktop and mobile.
6. Submit for Amazon review.

Applying Content to ASINs

After creating a content project, apply it to one or more ASINs. Amazon lets sellers reuse the same content project across multiple products, which saves time when managing product families.

Review and Approval Process

Amazon reviews A+ Content submissions for policy compliance, image quality, and formatting. Approval typically takes 7 business days. Rejected submissions include feedback on what needs fixing.

Once approved, the content goes live automatically. Sellers can update or replace content later through the same workflow.

Amazon A+ Content Best Practices

Good A+ Content answers questions, not just fills space.

Use Benefit-Led Visuals

Show the product in use, not just isolated on a white background. Highlight specific benefits with callouts, annotations, or side-by-side comparisons.

Avoid decorative images that repeat what the main product images already show.

Answer Product Questions Before They Become Returns

Look at review themes and customer questions to find recurring confusion. Use A+ Content to address:

• Compatibility doubts
• Size or fit concerns
• Setup or assembly steps
• Material or ingredient details

Build for Mobile Scanning

Most Amazon shoppers browse on mobile. Keep text blocks short, use large readable fonts, and avoid dense paragraphs.

Test the mobile preview before submitting. If the layout breaks or text becomes unreadable, simplify the module.

Keep the Catalog Experience Consistent

If you manage multiple products, use consistent branding, tone, and layout structure across A+ Content projects. Consistency helps shoppers recognize the brand and builds trust.

When to Prioritize A+ Content for Your Catalog

Not every ASIN needs A+ Content on day one. Start with products where better content drives the biggest impact.

Best ASINs to Start With

Good candidates include:

• Hero products with strong traffic but conversion gaps
• Premium items that need more education or feature justification
• Products with complex use cases, setup steps, or compatibility concerns
• Items with avoidable returns or repeated shopper objections in reviews
• Product families that benefit from comparison charts and cross-sell logic

Build A+ Content for these ASINs first, measure results, then expand coverage.

What to Measure After Launch

Track:

• Conversion rate before and after A+ Content goes live
• Cart add rate and units per session
• Return rate tied to confusion or incorrect expectations
• Review themes: did A+ Content address recurring objections?

Use Amazon's analytics tools to compare performance across similar ASINs with and without A+ Content.

Need Help Building A+ Content That Converts?

SupplyKick builds Amazon A+ Content for brands that want better conversion without the guesswork. We handle strategy, copywriting, design, testing, and rollout.