Amazon A+ Content

Amazon A+ Content is an enhanced product description feature available to brand-registered sellers on Amazon. It replaces the standard text description block on a product listing with a rich media layout that can include high-resolution images, comparison charts, branded banners, and formatted text modules. Previously known as Enhanced Brand Content (EBC) for third-party sellers and A+ Detail Pages for vendors, Amazon unified the naming under “A+ Content” in 2019.

Who Can Use A+ Content

Access requires enrollment in Amazon Brand Registry, which in turn requires an active registered trademark. Once enrolled, sellers can create A+ Content for any ASIN under their registered brand. Vendors (first-party sellers who sell directly to Amazon) have access through Vendor Central with slightly different module options. There is no per-ASIN fee for standard A+ Content. Premium A+ Content, which offers interactive modules like video, hover hotspots, and larger image carousels, was previously restricted to vendors or available for a fee but Amazon has periodically opened it to Brand Registry sellers at no cost during promotional windows.

Available Modules

Amazon provides approximately 17 standard module templates that sellers mix and match to build their A+ layout. Common modules include:

Standard image and text: A single image (up to 970 x 600 pixels) paired with a text block. Useful for highlighting a key product feature or use case with a supporting photo.

Comparison chart: A side-by-side table comparing up to five ASINs. Each column shows an image, title, and feature rows with checkmarks or text values. This module works well for cross-selling within a product line and can reduce the chance of a customer leaving your listing to compare alternatives.

Standard four-image and text: Four image/text pairs arranged in a grid. Effective for walking through product specs, materials, or step-by-step usage instructions.

Brand story banner: A full-width banner module that appears above the A+ section. This is a separate feature from the main A+ modules and supports a carousel of brand story cards with images and short text blocks.

Impact on Conversion and Sales

Amazon’s own data suggests that A+ Content can increase sales by 3% to 10% on average. Independent case studies from agencies and sellers report a wider range, with some listings seeing 15% or higher conversion lifts after adding well-designed A+ Content, particularly in categories where competitors rely on text-only descriptions.

The conversion lift comes from several factors. Visual storytelling reduces buyer hesitation by showing the product in context (lifestyle images, scale references, installation steps). Comparison charts keep shoppers on your listing rather than clicking away to evaluate alternatives. Formatted text with headers and bullet-style layouts improves readability compared to a single paragraph of unformatted description text.

One area where A+ Content does not directly help is search ranking. Amazon has stated that A+ Content text is not indexed for keyword search. However, the indirect effect of higher conversion rates can improve organic ranking, because Amazon’s algorithm favors listings that convert well relative to the traffic they receive.

Best Practices for Effective A+ Content

Lead with the strongest differentiator. The first visible module (before the customer scrolls) should address the primary purchase objection or highlight the feature that separates your product from the competition. For a kitchen appliance, that might be a comparison to the leading competitor. For a supplement, it might be a certification badge or ingredient sourcing graphic.

Image quality matters more than quantity. A few sharp, well-lit images with readable text overlays outperform a cluttered layout stuffed with every available module. Keep text overlays on images to a minimum (Amazon’s mobile app renders images smaller than desktop, and fine print becomes illegible on a phone screen).

Test and iterate. Amazon allows A/B testing of A+ Content through the “Manage Your Experiments” tool. Sellers can run a controlled test comparing two versions of their A+ layout and measure the impact on conversion rate over a defined period, typically two to ten weeks depending on traffic volume.

Connection to Prep and Fulfillment

A+ Content drives conversion, but conversion only matters if inventory is available and properly prepped for fulfillment. Sellers who invest in listing optimization should match that investment on the operations side, ensuring that FNSKU labels, poly bagging, and bundling are handled correctly so that inventory stays in stock and buyable. A listing with excellent A+ Content that shows “Currently Unavailable” due to prep errors or shipment delays loses all the conversion benefit.