What is Amazon A+ Content and Does It Improve Sales?
Amazon A+ Content — formerly called Enhanced Brand Content (EBC) — allows brand-registered sellers to add rich media content to their product detail pages. It replaces the standard text-only product description with images, comparison charts, feature highlights, and lifestyle imagery. For any brand serious about conversion on Amazon, A+ Content is essential.
What is A+ Content?
A+ Content is an enhanced product description format available to sellers enrolled in Amazon Brand Registry. Instead of plain text, A+ Content uses a modular design system to add image-text combinations, comparison tables, feature callouts, lifestyle imagery, and brand story elements to the lower portion of a product detail page.
Does A+ Content Improve Sales? The Data
Amazon's own data indicates that A+ Content can increase conversion rates by 3–10% on average. For competitive categories or premium-priced products, the lift can be significantly higher. The mechanism is straightforward — A+ Content answers more buyer questions visually, reducing purchase hesitation and increasing confidence in the purchase decision.
Basic A+ Content vs Premium A+ Content
Basic A+ Content (free for Brand Registry members) includes up to 5 content modules with images, text, and comparison charts. Premium A+ Content (available to select sellers and larger brands) includes additional modules such as video, hotspot images, enhanced comparison charts, and Q&A modules. Premium A+ has shown average conversion lifts of 20%+ in Amazon's reported data.
| Feature | Basic A+ | Premium A+ |
|---|---|---|
| Cost | Free for Brand Registry members | Available to select sellers |
| Content modules | Up to 5 modules | Additional module types |
| Video | Not available | Available |
| Hotspot images | Not available | Available |
| Q&A modules | Not available | Available |
| Avg. conversion lift | 3–10% | 20%+ |
Best Practices for High-Converting A+ Content
- Lead with the most important purchase decision factor — for some products it is ingredients, for others it is size/fit, for others it is the brand story
- Use lifestyle imagery that shows the product in real use — not additional product shots
- Include a product comparison module if you have a product family — it reduces returns and increases upsell
- Add a brand story module — buyers increasingly want to know who makes what they buy
- Address the top objections from your negative reviews in the A+ content
- Keep text concise — A+ is primarily a visual format; long paragraphs undermine the medium
A+ Content for CPG Brands: Special Considerations
CPG brands often have multiple products in a category. A+ Content should include a product comparison table that helps buyers navigate the range. For health, food, beauty, and pet categories, clearly communicating ingredients, certifications, and usage instructions in visual format significantly impacts both conversion and review quality.
How to Create A+ Content
A+ Content is created through Seller Central under the Advertising menu. You select a template or build a custom module layout, upload images to Amazon's specifications (72dpi minimum, recommended 1500px on the longest side), add copy, and submit for Amazon's review. Approval typically takes 7 business days.
Frequently Asked Questions
A+ Content is an enhanced product description format available to sellers enrolled in Amazon Brand Registry. Instead of plain text, it uses a modular design system to add image-text combinations, comparison tables, feature callouts, lifestyle imagery, and brand story elements to the lower portion of a product detail page.
Amazon's own data indicates that A+ Content can increase conversion rates by 3–10% on average. For competitive categories or premium-priced products, the lift can be significantly higher. Premium A+ Content has shown average conversion lifts of 20%+ in Amazon's reported data.
Basic A+ Content (free for Brand Registry members) includes up to 5 content modules with images, text, and comparison charts. Premium A+ Content includes additional modules such as video, hotspot images, enhanced comparison charts, and Q&A modules, and has shown average conversion lifts of 20%+ in Amazon's reported data.
A+ Content is available to sellers enrolled in Amazon Brand Registry. You must have a registered trademark to enroll in Brand Registry, which then unlocks access to A+ Content creation in Seller Central.
After submission in Seller Central, Amazon reviews A+ Content for content policy compliance. Approval typically takes 7 business days.
Lead with the most important purchase decision factor for your product, use lifestyle imagery showing the product in real use, include a product comparison module for product families, add a brand story module, address top objections from negative reviews, and keep text concise since A+ is primarily a visual format.
About Perfality
Perfality is an end-to-end ecommerce and marketplace management agency trusted by 75+ global CPG and DTC brands including Spectrum Brands, Kenneth Cole, Black+Decker, Stella & Chewy's, and Galderma. With 8 years of hands-on experience and a 100+ specialist team based in Jaipur, India, Perfality helps brands grow on Amazon, Walmart, Chewy, Petco, and other major marketplaces through listing optimization, A+ content, PPC management, account operations, chargeback recovery, and data intelligence. Learn more at www.perfality.com.
Perfality's content team designs and builds A+ Content for 75+ global CPG brands. Let's review your listings and build modules that convert.
