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.
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.
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.
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 A+ Content includes:
These modules cover most seller needs and work well for product education, differentiation, and cross-sell.
Premium A+ Content adds:
Premium gives sellers more creative flexibility and better tools for complex product lines or premium positioning.
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.
Basic A+ Content is available through Amazon Brand Registry. Premium A+ Content has stricter requirements.
To qualify for Brand Registry, sellers need:
Brand Registry is free. Once approved, sellers can access Basic A+ Content, Brand Story, and other brand tools.
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.
The main differences are module variety, production effort, and conversion impact.
| Feature | Basic A+ | Premium A+ |
|---|---|---|
| Image and text modules | Yes | Yes |
| Comparison charts | Yes (up to 4) | Yes (larger) |
| Video support | No | Yes |
| Interactive carousels | No | Yes |
| Shoppable image galleries | No | Yes |
| Eligibility | Brand Registry | Brand Story + 15 approved projects |
Basic A+ works well for most sellers. Use it when:
Premium A+ is worth the extra production when:
Premium modules can increase sales by up to 20%, according to Amazon, but only when the content matches shopper needs.
A+ Content does not directly improve Amazon search rankings. It improves conversion by reducing hesitation and answering questions before they block a purchase.
Shoppers abandon listings when they cannot find the information they need. A+ Content fills the gaps between bullet points and reviews by showing:
Clear answers reduce returns and support higher conversion rates.
Static product images show what the product looks like. A+ Content shows what it does. Use modules to demonstrate:
Comparison charts help shoppers pick the right variant or discover related products. Use them to:
Good comparison content moves shoppers toward the right purchase instead of letting them bounce.
Amazon's Content Manager tool handles A+ Content creation, application, and approval.
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.
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.
Good A+ Content answers questions, not just fills space.
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.
Look at review themes and customer questions to find recurring confusion. Use A+ Content to address:
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.
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.
Not every ASIN needs A+ Content on day one. Start with products where better content drives the biggest impact.
Good candidates include:
Build A+ Content for these ASINs first, measure results, then expand coverage.
Track:
Use Amazon's analytics tools to compare performance across similar ASINs with and without A+ Content.
SupplyKick builds Amazon A+ Content for brands that want better conversion without the guesswork. We handle strategy, copywriting, design, testing, and rollout.
Ready to build A+ Content that reduces friction and drives conversion? Let our team handle the strategy and production.
Talk to SupplyKickBasic A+ Content is free for Brand Registry sellers. Premium A+ Content does not have a separate platform fee, but the real cost is production: design, copywriting, photography, video, and rollout effort.
A+ Content does not directly improve Amazon search rankings. It improves conversion, which can indirectly support ranking over time as sales velocity increases. Do not treat A+ Content as a keyword-stuffing opportunity. Amazon penalizes over-optimization and poor readability.
Amazon offers A/B testing through Manage Your Experiments. Sellers can test different module layouts, images, or messaging to see which version drives better conversion. Amazon claims optimized content changes can increase sales by up to 25%.
Use enough modules to answer shopper questions without overwhelming the page. A typical strong A+ Content project uses 4 to 7 modules. Avoid filler modules that repeat information already covered in the bullets or images.
Basic A+ includes standard image/text placements, comparison charts, and brand headers. Premium adds video modules, interactive carousels, shoppable galleries, and larger grids. Premium requires Brand Story coverage plus 15 approved projects in 12 months.