What is Amazon Enhanced Brand Content (EBC)?
Amazon Enhanced Brand Content (EBC) — now officially called A+ Content — was the original name for the rich content program available to Brand Registry members. The terms are still used interchangeably by many sellers and agencies. This guide explains what EBC/A+ Content is, its evolution, and how it fits into a modern Amazon content strategy.
Enhanced Brand Content (EBC) vs A+ Content: The Name Change
Amazon rebranded "Enhanced Brand Content" to "A+ Content" in 2019 to unify the terminology across Vendor Central (where the feature was always called A+ Content) and Seller Central (where it was originally called EBC). The underlying functionality is the same — rich, visual product description content below the product bullets on a listing page. You may still see "EBC" used in older documentation or by sellers who have been on Amazon for many years.
What EBC/A+ Content Allows Brands to Do
A+ Content replaces the plain text product description with a modular system of image-text combinations. Brands can add lifestyle photography, product comparison charts, feature highlight banners, ingredient or material close-ups, how-to-use modules, and brand story sections. The result is a richer, more magazine-like product page that communicates more information more effectively than text alone.
EBC for Seller Central vs Vendor Central
In Seller Central (3P), A+ Content is available free to Brand Registry members. In Vendor Central (1P), A+ Content is similarly available through the Vendor Central content management system. The templates and modules available are now largely equivalent across both platforms. Premium A+ Content (with video, carousel, and hotspot modules) requires higher eligibility thresholds on both platforms.
The Conversion Impact of A+ Content
- Amazon reports 3–10% average conversion rate lift from A+ Content implementation
- Premium A+ modules with video have shown 20%+ conversion lifts in Amazon's data
- Return rates typically decrease when A+ Content clearly communicates product dimensions, materials, and usage expectations
- Review quality improves over time when A+ Content pre-answers common buyer questions
Before designing your A+ Content, analyze your product's 1-star and 5-star reviews. The 1-star reviews tell you what buyers were disappointed by — your A+ Content should address those objections visually. The 5-star reviews tell you what buyers loved most — your A+ Content should amplify those benefits. This review-informed approach consistently produces higher-converting A+ Content than starting from a blank brief.
A+ Content Best Practices
- Prioritize mobile layout — over 60% of Amazon shopping is on mobile and A+ images must be legible at small screen sizes
- Use your top complaint and top compliment from customer reviews to guide A+ content decisions — address both
- Include a comparison chart if you have more than one product in a category
- Keep text in A+ modules short and visual — long text blocks defeat the purpose of the medium
- Refresh A+ Content annually — product photography and messaging strategies evolve
A+ Content Approval Process
After submitting A+ Content through Seller Central, Amazon reviews it for policy compliance (no pricing claims, no comparative superlatives like "best in class," no mentions of competitors, no claims you cannot substantiate). Approval typically takes 5–7 business days. Once approved, content goes live and becomes a permanent element of the listing.
Frequently Asked Questions
Amazon Enhanced Brand Content (EBC) — now officially called A+ Content — was the original name for the rich content program available to Brand Registry members on Seller Central. Amazon rebranded EBC to A+ Content in 2019 to unify terminology across Vendor Central and Seller Central. The underlying functionality is the same: rich, visual product description content below the bullet points on a listing page.
A+ Content replaces the plain text product description with a modular system of image-text combinations. Brands can add lifestyle photography, product comparison charts, feature highlight banners, ingredient or material close-ups, how-to-use modules, and brand story sections. The result is a richer, more magazine-like product page that communicates more information more effectively than text alone.
Amazon reports 3 to 10% average conversion rate lift from A+ Content implementation. Premium A+ modules with video have shown 20% or more conversion lifts in Amazon's data. Return rates typically decrease when A+ Content clearly communicates product dimensions, materials, and usage expectations. Review quality improves over time when A+ Content pre-answers common buyer questions.
Yes. In Seller Central (3P), A+ Content is available free to Brand Registry members. In Vendor Central (1P), A+ Content is similarly available through the Vendor Central content management system. The templates and modules available are now largely equivalent across both platforms. Premium A+ Content with video, carousel, and hotspot modules requires higher eligibility thresholds on both platforms.
Prioritize mobile layout — over 60% of Amazon shopping is on mobile and A+ images must be legible at small screen sizes. Use your top complaint and top compliment from customer reviews to guide A+ content decisions. Include a comparison chart if you have more than one product in a category. Keep text in A+ modules short and visual. Refresh A+ Content annually.
After submitting A+ Content through Seller Central, Amazon reviews it for policy compliance. Approval typically takes 5 to 7 business days. Amazon checks for prohibited elements including pricing claims, comparative superlatives like "best in class," competitor mentions, and unsubstantiated claims. Once approved, content goes live and becomes a permanent element of the listing.
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 design team creates A+ Content and Premium A+ for 75+ global CPG brands. Let's review your listings and design content that converts.
