EBCA+ Content
A+ Content (formerly Enhanced Brand Content) lets brand-registered Amazon sellers add rich images, comparison charts, and formatted text modules below the product description to improve conversion.
What is EBC?
A+ Content replaces the plain-text product description on Amazon listing pages with visually rich modules — banner images, feature comparison charts, icon-and-text grids, and brand story sections. It is available to sellers enrolled in Amazon Brand Registry and to vendors. Premium A+ Content (available to sellers with high Brand Story adoption) adds video, hotspot images, and interactive carousels.
Amazon's own data suggests A+ Content improves conversion rates by an average of 5–10%. The real benefit varies significantly by category — high-consideration purchases (electronics, supplements, skincare) see larger lifts because shoppers need more information to feel confident. Low-consideration commodity products see smaller lifts.
A+ Content does not contribute to keyword indexing — the text in A+ modules is not crawled for search ranking. Its value is purely conversion: turning a visitor who found your product into a buyer.
Why it matters for sellers
Without A+ Content, your listing's description section is limited to plain text in a small font — the least engaging part of any product page. A+ modules transform this space into visual selling real estate: lifestyle photography, ingredient breakdowns, size comparison charts, or brand story storytelling that builds trust.
For brand building on Amazon, A+ Content — specifically the Brand Story module — is the only place you can direct shoppers to your brand's other products via a curated carousel. This is Amazon's closest equivalent to a Shopify store experience within the marketplace.
How to use EBC
Start with the 'comparison chart' module — showing your product against inferior alternatives or your product line's tier structure is one of the highest-converting A+ patterns. Add lifestyle images that show the product in context (not just on a white background). Use the brand story module to link your full product catalogue.
For Premium A+: add a hero video as the first module. Video in A+ increases dwell time and conversion more than any static module. Keep video under 90 seconds — focus on the problem the product solves in the first 5 seconds.
Real-world example
A supplement brand adds A+ Content with a 6-module layout: hero lifestyle banner, ingredient transparency chart, 'how it works' icon grid, comparison table vs. competitor, certifications, and brand story. Conversion rate on the listing rises from 11.2% to 16.8% within 30 days. At 5,000 monthly sessions, that's 280 additional monthly sales from the same traffic.
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Frequently asked questions about EBC
Is A+ Content free on Amazon?
Yes. Basic A+ Content is free for Brand Registry sellers. Premium A+ Content requires a minimum number of Brand Story modules published across your catalogue and is offered by Amazon at no additional cost once you qualify.
Does A+ Content help with Amazon SEO?
No — A+ Content text is not indexed for keyword search. It improves conversion rate but does not directly improve organic ranking. The indirect effect is that better conversion leads to more sales, which improves BSR, which does improve organic ranking.
How long does A+ Content take to go live?
Amazon reviews A+ Content submissions within 7 business days. Once approved, it goes live within 24 hours. Rejections are common if images contain pricing, reference competitors by name, or use prohibited claims — review Amazon's A+ Content guidelines before submitting.