A+ Content (formerly known as Enhanced Brand Content or EBC) lets brand-registered sellers replace the plain text product description with a rich, visual layout featuring images, comparison charts, and formatted text. It looks professional and polished — but is it worth the time to create?
What A+ Content Is
Standard Amazon product descriptions are plain text — no images, limited formatting, and often ignored by shoppers. A+ Content replaces this section with a customisable layout that can include high-resolution images, banners, feature highlights, comparison tables, and brand story modules.
It appears below the bullet points and above the customer reviews section on the product detail page. On mobile, where a significant portion of Amazon browsing happens, A+ Content is often the most visually engaging part of the listing.
Who Can Use It
A+ Content is available to sellers enrolled in Amazon Brand Registry. This means you need a registered trademark and an approved Brand Registry application. It is free to create — Amazon does not charge for A+ Content, making it one of the best no-cost tools available to brand owners.
Amazon also offers Premium A+ Content (formerly A++ Content) to vendors and some sellers, which includes more advanced features like interactive modules and video. Standard A+ Content is more widely available and is what most sellers use.
Does It Actually Improve Sales?
Amazon claims that A+ Content can increase sales by 3–10% on average. Independent seller reports generally support this range, though results vary by category and implementation quality. The improvement comes primarily from higher conversion rates — shoppers who scroll through compelling A+ Content are more likely to purchase.
The impact tends to be larger for products that benefit from visual explanation (complex features, size comparisons, material details) and smaller for simple, commodity-type products where the image and price are all that matters.
What to Include
The most effective A+ Content addresses the concerns and questions that stop shoppers from buying. Use comparison charts to show how your product compares to other items in your range. Use lifestyle images to help shoppers envision using the product. Use feature callouts to highlight benefits that are not immediately obvious from the main images.
Keep text concise — shoppers are scanning, not reading essays. Let images do the heavy lifting, with short, punchy text supporting them.
What Not to Do
Avoid walls of text that nobody will read. Do not use low-resolution or blurry images — this looks worse than having no A+ Content at all. Do not make claims you cannot substantiate, and do not include pricing, promotional language, or references to competitors by name.
Amazon reviews every A+ Content submission and will reject content that violates their guidelines, so keep it professional and factual.
Creating A+ Content
In Seller Central, go to Advertising > A+ Content Manager. Choose from pre-built modules — Amazon offers layouts for images with text overlays, comparison tables, standard image and text blocks, and more. Arrange the modules to create your layout, upload images, and add text.
Plan your content before starting. Sketch out the layout, prepare your images at the right dimensions, and write your copy in advance. Rushing through A+ Content creation usually results in a mediocre output that does not justify the effort.
The Verdict
If you are brand registered and selling your own products, A+ Content is worth creating. The time investment is modest (a few hours per product), the cost is zero, and even a 3–5% conversion improvement compounds over thousands of product views. For private label sellers, it is essentially a no-brainer.
For arbitrage and wholesale sellers who do not own the brand, A+ Content is typically not available. Focus your optimisation efforts on the elements you can control — pricing, advertising, and ensuring your seller metrics are strong.