- Perfality
- September 22, 2026
- 4:08 pm
- Read Time: 10 mintues
A shopper researching a product scrolls past the description, looking for more context about the brand itself, and finds nothing beyond the basic listing. Chewy Enhanced Content exists specifically to fill that gap — a rich, A+ style module available to eligible vendors — yet it remains one of the more under-used tools on the platform.
For shoppers in the research phase specifically, this section does real work that a standard product description can’t: introducing the brand itself, not just the single product being viewed.
What Chewy Enhanced Content Actually Includes
Enhanced Content on Chewy functions similarly to Amazon’s A+ Content – a dedicated section on the product page that showcases brand information, key product features, and context like which pets or life stages a product is best suited for. It’s positioned specifically for shoppers still in the research phase, giving them a reason to trust and choose a brand beyond the core listing content.
Related features on well-built Chewy product pages include product comparison charts, letting shoppers see how one flavor or formula differs from another in the same line – a detail that reduces decision friction for brands with multiple similar variants.
Why Eligible Vendors Often Skip This
Because Enhanced Content isn’t a required field the way core attributes or images are, it’s easy for a vendor to treat the base listing as “done” once it’s technically compliant and never circle back to the optional brand storytelling layer. That’s exactly the gap: the vendors who do invest in this section differentiate themselves from listings that look identical at the basic-content level.
How to Actually Use Enhanced Content Well
- Confirm eligibility for the enhanced brand content program before building assets, since availability may depend on vendor status.
- Lead with brand story and product philosophy — what makes this brand’s approach different — rather than repeating what’s already in the core description.
- Build a comparison chart for any product line with multiple variants, addressing exactly the kind of decision friction a research-phase shopper is trying to resolve.
- Prioritize Enhanced Content for top-selling or flagship products first, then expand to the rest of the catalog rather than treating it as an all-or-nothing project.
How Perfality Approaches This
For Chewy vendor catalogs, Enhanced Content is treated as a standard part of a strong listing, not an optional extra reserved for a handful of flagship items. That includes:
- Eligibility confirmation first: enhanced brand content program access is verified before any assets are built, avoiding wasted design time.
- Brand-story-led builds: content leads with what differentiates the brand rather than repeating specs already covered in the core description.
- Comparison-chart prioritization: product lines with multiple variants get a comparison chart built early, since this directly addresses common research-phase hesitation.
- Cross-platform asset reuse: where a brand already has Amazon A+ Content, relevant messaging and imagery are adapted for Chewy’s Enhanced Content structure rather than rebuilt from zero.
Related Services
If a catalog has strong content on Amazon but no Enhanced Content on Chewy, that’s genuine, low-effort upside sitting unused — most of the underlying brand story and imagery likely already exists. A team that treats this as a standard listing-completeness item tends to roll it out across a catalog faster than tackling it product by product.
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Frequently Asked Questions
It’s Chewy’s A+ style content program, available to eligible vendors, that adds a rich, brand-focused section to the product page beyond the standard description — covering brand story, key features, and suitability context.
The underlying messaging and imagery can typically be adapted, but the module needs to be rebuilt to fit Chewy’s specific Enhanced Content structure rather than uploaded directly.
Eligibility is generally tied to vendor status, so it’s worth confirming access in the Vendor Partner Portal before planning content for this section.
If this is a recurring pain point rather than a one-off, it’s usually worth a quick conversation. Book a free 30-minute call with our team and we’ll walk through what’s actually happening on your account.
Have any questions? Let’s connect!
