What Is Amazon A+ Content?
A+ Content (formerly known as "Enhanced Brand Content" or EBC) lets you upgrade your product description from plain text to a visually rich, branded experience. Instead of a wall of text that most customers scroll past, you get images, comparison charts, infographics, and brand stories directly on your product detail page.
In practical terms, A+ Content replaces the standard description section below your bullet points. Where a block of unformatted text used to sit, customers now see a professionally designed presentation of your product.
Amazon offers two tiers:
- Basic A+ Content: Free for all sellers enrolled in Brand Registry. You choose from a library of modules and arrange them to tell your product story.
- Premium A+ Content (A++): Advanced modules including interactive images, video, and larger layouts. Previously paid, it has been available at no cost since 2024 for sellers who meet certain A+ usage thresholds.
The key takeaway: A+ Content is not a nice-to-have. Amazon itself states that A+ Content can increase conversion rates by 5 to 10 percent. In competitive categories, that margin can be the difference between a profitable product and a slow-moving dud.
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Prerequisite: Amazon Brand Registry
Before you can create A+ Content, you need a registered brand on Amazon. This is handled through the Amazon Brand Registry. Without it, you are stuck with the standard text description.
Brand Registry does more than unlock A+ Content -- it protects your brand from counterfeiters and listing hijackers, and it gives you access to a suite of marketing tools.
What you need for Brand Registry:
- A registered or pending trademark (word marks preferred)
- The registration number from your trademark office
- An Amazon Seller Central account
We cover the entire process -- from trademark filing to approval -- in our Brand Registry guide.
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A+ Content vs. Standard Description: The Difference
Let us compare what changes when you switch from a standard description to A+ Content.
Standard Description
- Plain text only (very limited HTML formatting)
- No images allowed
- Customers frequently skip the section entirely
- No way to visually compare product variants
- Looks unprofessional next to competitors who use A+ Content
A+ Content
- Professional images with text overlays
- Comparison tables across your product range
- Brand story with logo and mission statement
- Structured information customers actually read
- Mobile-optimised layout
What the Numbers Say
In internal testing, Amazon found that listings with A+ Content achieve 5 to 10 percent higher conversion rates on average compared to listings without. For Premium A+ Content (A++), the uplift can reach 20 percent.
Run the numbers: if your listing gets 1,000 visitors per month and your conversion rate sits at 15 percent, that is 150 sales. With A+ Content lifting your conversion to 16.5 percent (a 10 percent improvement), you make 165 sales. At a margin of EUR 10 per unit, that is EUR 150 in additional revenue per month -- with zero extra ad spend.
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The Most Important A+ Content Modules
Amazon provides a library of modules you can mix and match. Here are the four you need to know.
1. Comparison Table (Comparison Chart)
The comparison table is one of the highest-performing modules. You can place up to five of your own products side by side and compare their features. The key advantage: you direct the customer toward your wider catalogue instead of losing them to a competitor.
When to use it: - You sell multiple variants of a product (different sizes, specs, or tiers) - You want to drive cross-sells within your brand - Customers need to understand the differences between your models
Tip: Only link to your own products in the comparison table. Each row can link directly to its respective ASIN, keeping the customer within your ecosystem.
2. Image with Text Combination
The workhorse module for most A+ Content pages. You pair a high-quality image with a short text description, ideal for highlighting individual features or benefits.
Best practices for this module: - One feature per image-text block - Images that show the feature in action (lifestyle photography) - Short, scannable text (two to three sentences per block) - Consistent visual style across all blocks
3. Brand Story
The Brand Story appears above the A+ Content section and is visible on all of your product pages. It tells your brand narrative and builds trust with potential buyers.
What to include in your Brand Story: - Your brand logo and tagline - A short paragraph about your founding or mission - Links to your Amazon Store - Lifestyle imagery that represents your brand
Brand Story is particularly important if you are building a private label. Customers prefer buying from brands with a story over faceless no-name sellers.
4. FAQ Module (Standard Text)
While Amazon does not offer a dedicated FAQ widget, you can use a text module to proactively answer common customer questions. This reduces returns and support requests by giving the buyer all critical information before purchase.
Typical questions to address: - Compatibility (does this product work with XY?) - What is included (and what is not?) - Dimensions and measurements (with graphics) - Care instructions or usage limitations
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Best Practices: Creating A+ Content That Converts
Images: Quality and Dimensions
- Recommended resolution: 970 x 600 pixels for full-width images
- File format: JPG or PNG, max 2 MB per image
- Critical: Avoid placing text inside images that becomes unreadable on mobile. Over 60 percent of Amazon shoppers use the mobile app -- if the text in your image is too small, it defeats the purpose
- Alt text: Fill in the alt text for every image with relevant keywords. This helps with Amazon internal search and with Google SEO. For a full breakdown of listing optimisation, see our Amazon SEO guide
Consistent Design
Create a design template for your A+ Content and reuse it across all products. This includes:
- A unified colour palette (aligned with your brand)
- Consistent fonts and sizes in image overlays
- Recognisable icon and graphic style
- Professional product photography with a uniform background
Think Mobile-First
Design your A+ Content so it works just as well on a smartphone as on a desktop screen. That means:
- Large, clear images instead of detailed infographics
- Short text blocks instead of long paragraphs
- Comparison tables with no more than three to four columns (anything more becomes unreadable on mobile)
- Always preview your A+ Content on a mobile device before publishing
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Common A+ Content Mistakes
1. Too Much Text
A+ Content is a visual medium. If you cram in paragraphs longer than the standard description, you have missed the point. Customers scroll past walls of text. Stick to the rule: a maximum of two to three short sentences per module.
2. Low-Quality Images
Pixelated phone photos or poorly cut-out product images destroy trust faster than they build it. If you do not have the budget for professional photography, at least use well-lit photos with a white background and invest in a basic design tool for overlays.
3. No Mobile Optimisation
The single most common mistake. You build your A+ Content on a desktop monitor, everything looks great -- and on a smartphone the text inside images is illegible, the comparison table overflows the screen edge, and the Brand Story gets clipped.
4. No Call-to-Action
Many sellers design beautiful A+ Content but forget to tell the customer what to do next. Use the comparison table to link to other products. Mention your Amazon Store. Make it easy for the customer to take the next step.
5. Missing Keywords
A+ Content body text is not directly indexed by Amazon for organic ranking, but the image alt text is. Do not waste this opportunity. Every image should have a descriptive alt text that includes relevant search terms.
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A+ Content and Repricing: The Combination for Maximum Conversion
This is where strategy comes in. A+ Content and repricing are two sides of the same coin -- and together they deliver their full impact.
Why A+ Content Alone Is Not Enough
A+ Content improves your conversion rate. But conversion rate means nothing if nobody sees your listing. And visibility on Amazon depends first and foremost on whether you hold the BuyBox.
Without the BuyBox, you are invisible to 82 to 90 percent of buyers. Your beautifully crafted A+ Content can be world-class -- if the customer never sees it, it delivers zero value.
Why Repricing Alone Is Not Enough
Repricing helps you win the BuyBox and drive traffic to your listing. But if the customer lands on your product page and finds a bland standard description while your competitor showcases professional A+ Content, you lose the sale anyway.
Both Together = Maximum Impact
The formula is straightforward:
- Repricing ensures you win the BuyBox and customers actually land on your listing
- A+ Content ensures those customers convert into buyers
- Together, you maximise both traffic and conversion -- the strongest lever for more sales on Amazon
Consider this: if repricing wins you 20 percent more BuyBox share (more traffic) and A+ Content lifts your conversion by 8 percent, the total effect is not 28 percent. It is multiplicative: 1.20 x 1.08 = 1.296 -- nearly 30 percent more sales.
For repricing strategies tailored to private label products with A+ Content, check out our repricing guide for private label brands.
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Frequently Asked Questions (FAQ)
Is A+ Content free?
Yes. Basic A+ Content is free for all sellers enrolled in Amazon Brand Registry. Premium A+ Content (A++) is also available at no cost once you have published enough A+ Content across your ASINs and activated the Brand Story.
How long does A+ Content approval take?
Amazon reviews your A+ Content after submission. Approval typically takes 24 hours to 7 business days. Common rejection reasons include claims like "bestseller" or "number one," pricing information, warranty promises, or copyrighted images.
Is A+ Content indexed for Amazon SEO?
The body text in A+ Content modules is currently not directly indexed by Amazon's A9 algorithm for organic ranking. However, Amazon does index the image alt text, and Google can crawl A+ Content for external search results. Additionally, the higher conversion rate indirectly boosts your ranking.
Can I create A+ Content for every ASIN?
You can create A+ Content for any ASIN that belongs to your registered brand. Products without a brand association or products from other brands cannot receive A+ Content. You can create exactly one A+ Content per ASIN.
Is A+ Content worth it for arbitrage sellers?
A+ Content is only available to the brand owner. As an arbitrage seller reselling products from other brands, you cannot create A+ Content yourself -- but you do benefit from the brand owner's A+ Content when you win their BuyBox. For your own private label, A+ Content is worth it from the very first product.
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*Reading time: 12 minutes | Category: Listing Optimisation | Last updated: March 2026*