Amazon A+ Content (previously called Enhanced Brand Content or EBC) lets brand-registered sellers replace the plain-text product description with rich, visual content: comparison charts, lifestyle image modules, feature highlight panels, and brand story sections. Amazon’s own data shows that quality A+ Content can lift conversion rates by 3–10%.
For a listing generating 500 sessions a month at 10% conversion rate, a 5% lift in conversion adds 25 sales a month with zero additional ad spend. At £25 average order value that’s £625 a month — every month — from a one-time content build.
A+ Content is available to sellers enrolled in Amazon Brand Registry. You need a registered trademark in the relevant marketplace to qualify for Brand Registry. Vendors (1P sellers) access the same feature under the name “A+ Content” in Vendor Central.
A+ Basic vs A+ Premium
Amazon offers two tiers of A+ Content:
A+ Basic (free for brand-registered sellers)
The standard A+ tier available to all brand-registered sellers at no additional cost. Gives you access to 17 content modules including image+text combinations, comparison charts, and product highlight grids. You can publish up to 5 A+ Content pages simultaneously (more can be approved on request).
A+ Premium (invitation only / subscription)
An upgraded tier that unlocks interactive modules: hotspot images where buyers hover to reveal product details, image carousels, and video embedding directly in the A+ section. Premium A+ is currently available by invitation to high-performing brands or as part of specific Amazon programmes. Amazon has reported Premium A+ drives a further 10–15% conversion lift over Basic A+.
The 5 Best-Converting A+ Modules
Amazon offers 17 standard modules but not all of them convert equally. Based on our experience across 50+ brand accounts, these are the highest-impact modules to prioritise:
📈 Top performer Product Comparison Chart
Lets buyers compare your product range side by side. Reduces returns by setting clear expectations and keeps buyers within your brand when they want a different size or variant.
📈 Top performer Feature Highlight + Image
Image on one side, benefit-led copy on the other. The most versatile module — use it to showcase your 3–4 strongest product USPs with supporting lifestyle imagery.
🌟 Brand Story Module
Appears above your A+ Content and tells your brand’s origin, values, and mission. Builds trust with buyers who research brands before purchasing — especially important in Health, Beauty, and Food categories.
📋 Technical Specifications Grid
Clean table layout for dimensions, weights, materials, compatibility specs. Reduces “does this fit?” returns and is essential for electronics, tools, and home furnishing products.
🌎 Four Image + Text Quadrant
Four image panels in a 2x2 grid, each with a short headline and description. Ideal for showing multiple use cases, variants, or the full product ecosystem for multi-SKU brands.
📷 Full-Width Hero Image
A large panoramic lifestyle image that spans the full width of the A+ section. Creates a premium feel and is particularly powerful as the first module — it sets the visual tone before buyers read the detail modules below.
A+ Content Best Practices
Lead with benefits, not features
The most common A+ mistake is listing technical specifications when buyers want to know what those specs mean for their life. “Double-wall vacuum insulation” is a feature. “Keeps your coffee hot until lunchtime, guaranteed” is a benefit. Lead with the outcome, then explain the technology that delivers it.
Match your A+ to your audience, not your competitors
Study your 1-star and 3-star reviews before writing your A+ copy. What did buyers expect that your product didn’t deliver? What questions did they ask before returning it? Use your A+ modules to pre-answer those objections and set accurate expectations — this lifts conversion and reduces returns simultaneously.
Use the comparison chart to cross-sell, not just upsell
The product comparison chart is usually used to show “basic vs premium vs professional” tier within your range. But it also works brilliantly to cross-sell complementary products — “bought this? You’ll also want X” — increasing average order value from within the A+ section itself.
Image specifications for A+ modules
Unlike the main listing image, A+ images do not require a white background. Lifestyle and brand imagery works well. Key specs:
- Minimum 970px wide for full-width modules
- Maximum file size: 2MB per image
- Accepted formats: JPEG, PNG
- No Amazon logos, trademarks, or Prime branding in images
- No pricing, promotional language, or time-limited offers
- No references to guarantees or warranties that Amazon doesn’t back
A+ Content Approval: What Gets Rejected
Amazon reviews every A+ submission before it goes live. Common rejection reasons:
- Pricing or promotional claims (“Now on sale”, “40% off”)
- Competitor brand mentions or comparisons by name
- Contact information: email, phone, URL, QR codes (that link externally)
- References to Amazon in the copy (“As seen on Amazon”, “Amazon’s Choice”)
- Unsubstantiated health or medical claims
- Blurry, pixelated, or poor-quality images
- Watermarks or copyright symbols on images
- Text that duplicates your title or bullet points verbatim (some cases)
Amazon’s A+ review takes 7 business days on average. Build and submit A+ Content as early as possible after listing creation — do not wait for the listing to generate sales first. During peak periods (October–December) review times can extend to 14+ days, so submit by mid-October for Q4 readiness.
Step-by-Step: How to Publish A+ Content
- In Seller Central, go to Advertising → A+ Content Manager
- Click “Start creating A+ content”
- Choose “Self-service” (the free option for brand-registered sellers)
- Give your A+ page a name (internal only, not visible to buyers)
- Add modules from the module library — drag to reorder
- Upload images and write copy for each module
- Use the Preview button to check desktop and mobile rendering (A+ looks very different on mobile — always preview both)
- Click “Review and Submit”
- Apply the A+ page to your ASINs on the next screen
- Wait for Amazon’s review — you will receive an email when approved or if rejected with a reason
✓ A+ Content Quality Checklist (before submitting)
- Lead module is a high-impact lifestyle or hero image that sets the brand tone
- At least one comparison chart if you have 2+ products in your range
- Benefits-led copy, not features-only descriptions
- Images are minimum 970px wide and under 2MB each
- No pricing, promotional language, or competitor names anywhere
- Mobile preview checked — text is readable on small screens
- Brand story module added (appears separately above the main A+ section)
- All ASINs in the product family assigned to this A+ page
Does A+ Content Help SEO?
A+ Content text is not indexed by Amazon’s search algorithm. Keywords in your A+ modules do not contribute to organic ranking. A+ Content’s value is entirely in conversion rate improvement — turning more of the traffic you already get into sales.
However, a higher conversion rate is itself a ranking signal. As your A+ lifts your unit session rate, Amazon’s algorithm interprets your listing as more relevant to the searches bringing it traffic, which over time can improve organic rank. It’s an indirect SEO benefit but a real one.
Need A+ Content Built for Your Brand?
We design and write A+ Content as part of our listing optimisation service. Tell us about your product and we’ll send a custom quote within 24 hours.