Guide
Amazon Enhanced Brand Content (A+ Content): What It Is and When to Use It
Enhanced brand content lets brand-registered sellers replace plain product descriptions with richer, visual, modular content. This guide explains what it is, the modules involved and how to plan it so it earns its place.
What enhanced brand content is
Enhanced brand content is Amazon’s older name for what is now called A+ Content. It replaces the plain-text product description with a set of visual, modular content blocks — images, comparison charts, banners and formatted text — shown on the product detail page.
In short: it is a richer product description. It does not change your title, bullet points or search ranking directly; it works on the shopper who has already landed on the page and needs a reason to choose you.
If you see ‘enhanced brand content’ or ‘EBC’ in older guides, it refers to the same concept now marketed as A+ Content. Amazon has since added tiered variants, so check the current naming and eligibility inside Seller Central.
Who can use it
A+ Content is generally available to sellers enrolled in Brand Registry with an eligible registered trademark. Without Brand Registry, this specific tool is not available — though you can still improve your plain description, images and bullet points.
Because eligibility rules change, confirm your brand’s current status in Seller Central before planning a build. If you are not yet brand-registered, our Amazon store setup service covers Brand Registry preparation.
The modules you can use
Modules are the building blocks; you combine them into a layout that suits the product.
| Module type | What it does |
|---|---|
| Standard image + text | A hero image or graphic with supporting copy |
| Standard comparison chart | Compares your own products (or variants) side by side |
| Standard four-image / quad | Shows multiple angles or use cases in one block |
| Standard single image with overlay text | A large image with a headline laid over it |
| Standard technical specifications | A structured table of product details |
Amazon periodically adds, changes or retires modules and may offer additional premium variants to eligible brands. Treat the list above as a starting point and design around what is currently available for your products.
When A+ content helps
- The product benefits from explanation — features, materials, sizing or use cases.
- You sell into a category where competing listings already use rich content.
- You have a coherent visual identity to reinforce.
- You want to cross-sell variants or related products in one place.
- Your plain description is thin and doing little for the shopper.
When it does not
- You are not brand-registered, so the tool is not available to you yet.
- Your images, pricing or reviews are the real conversion problem — A+ content will not fix those.
- You have not validated the product itself; rich content on a weak offer is polish on a leak.
- You would be adding generic stock imagery that adds no information.
How to plan your modules
List what a buyer needs to know before purchasing; each module should answer one.
Put the most compelling benefit or differentiator at the top of the page.
Use comparison charts for variants or your own product range, not to disparage competitors.
Short copy, clear imagery and a logical flow from benefit to detail.
Much marketplace browsing is mobile; check that modules read well on a small screen.
Measuring impact honestly
A+ content sits inside a crowded set of factors — price, reviews, imagery, stock and advertising all move conversion together. Isolate its impact as best you can by comparing a sensible period before and after, accounting for seasonality, and avoid claiming a precise uplift from the content alone. If you want a broader review, our listing optimization and marketplace SEO services look at the full page rather than one module in isolation.
Related services
Explore related marketplace and capability services.
Frequently asked questions
Is enhanced brand content the same as A+ Content?
Yes. Enhanced brand content (EBC) was the earlier name for what Amazon now calls A+ Content. It is the same idea: richer, modular content on the product detail page.
Do I need Brand Registry for A+ Content?
Generally yes — A+ Content is a Brand Registry feature. Eligibility rules change, so confirm the current requirement in Seller Central for your brand.
Does A+ content improve SEO or rankings?
It is not a direct ranking input in the way your title and backend keywords are. It works mainly on conversion — helping the shopper who has already found the page decide to buy.
How many modules should a product page have?
Enough to answer the shopper’s real questions and no more. A focused set that reads cleanly beats a crowded page that repeats itself.
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