Amazon A+ Content: A Complete Guide to Creating Listings That Convert

A+ Content (previously called Enhanced Brand Content or EBC) allows Brand Registry sellers to replace the standard plain-text product description with rich visual content — images, comparison tables, lifestyle layouts, and brand narratives.

A+ Content is available exclusively to sellers enrolled in Amazon Brand Registry. It is free to create and publish. There is no additional cost per ASIN, and you can create A+ Content for every ASIN in your catalog.

The conversion rate impact: Amazon reports that A+ Content improves conversion rates by 5–10% on average. For high-competition categories where buyers are comparison-shopping across multiple listings, a well-executed A+ Content section can be the differentiating factor that wins the sale.

Amazon's A+ Content editor offers a library of modules you combine into a full content section below the bullet points. Each listing can have up to 5 modules for standard A+ Content.

Most effective modules for most product types: (1) Header Image with Text — a full-width brand lifestyle image with a bold headline. Sets the brand tone immediately. (2) Four-Tile Image and Text — four side-by-side panels, each with an icon, headline, and 2–3 sentences. Ideal for highlighting four key product features or use cases. (3) Comparison Chart — compare your product across features, sizes, or variants in a table format. Buyers love this — it reduces their need to open multiple listings to compare.

Module 4: Image and Text (alternating) — a two-column layout alternating a lifestyle image with explanatory text. Good for storytelling — "the problem, the solution, the result." Module 5: Technical Specifications or FAQ — structured information that answers common pre-purchase questions. Reduces buyer hesitation for complex products.

Order your modules strategically: lead with your strongest visual (the full-width header image catches the eye), follow with feature callouts, then comparison or proof elements, and close with a brand story or founder narrative if you have one.

Premium A+ Content (formerly A++) is available to sellers who have published A+ Content on more than 5 ASINs and maintained it for 3+ months. It adds additional module types: full-width interactive comparison carousels, hotspot images (clickable elements on a product image), and video integration.

The Brand Story module appears separately from your main A+ Content, at the top of the below-the-fold section on your listing. It is a dedicated space for your brand narrative — who founded the brand, what problem you solve, your manufacturing story. For Taiwan brands, the story of bringing quality Taiwanese manufacturing to global consumers is a genuine and compelling narrative.

Brand Story appears across all your ASINs that share a Brand Registry — it is set once and applied automatically. Use it to build brand cohesion across your catalog rather than telling a different story on each product.

Image specs for most A+ modules: minimum 970 pixels wide, recommended 1,500+ pixels. Maximum file size 2MB per image. Accepted formats: JPEG, PNG. All images are displayed on white or light backgrounds — avoid images with dark backgrounds that clash with Amazon's white listing page.

Text within A+ Content images: Amazon's content policies prohibit "hard-coded" text (text baked into the image) that contains price, promotional language ("limited time," "50% off"), competitor comparisons by brand name, or shipping-related claims. All text must remain accurate — updating a claim means re-uploading the image.

Avoid these common A+ Content mistakes: (1) Low-quality images that look pixelated on desktop — always test at 100% zoom. (2) Too much text on images — buyers skim, not read. Five words in a callout outperforms five sentences. (3) Repeating bullet points — A+ Content should add new information, not restate what bullets already said. (4) Stock photos that look generic — if all competitors use the same lifestyle stock images, your A+ Content does not differentiate.

Testing impact: after publishing A+ Content, check your conversion rate (Unit Session Percentage) in Seller Central Business Reports 30 days before vs. 30 days after. A meaningful improvement confirms the content is working. If conversion rate does not improve, the content may be off-message — test alternative modules or imagery.