What is A+ Content?
Enhanced product-page modules (images, comparison charts) for Brand Registry sellers.
A+ Content, once known as Enhanced Brand Content, is the set of richer detail-page modules, formatted images, comparison charts, branded banners, and structured text blocks, that Amazon lets Brand Registry sellers add below the standard product description. Instead of a plain bullet list and a wall of text, an A+ Content listing tells a visual story: how the product works, why it beats alternatives, what's in the box, and what the brand stands for. The point is conversion, giving a shopper enough confidence to buy instead of bouncing.
Access to Amazon A+ Content is tied to brand approval, which in practice means you usually need to be enrolled in Brand Registry to use it. That gate is why A+ Content is often the first concrete payoff sellers point to after registering a brand. The available module types and any premium tiers change over time, so confirm current A+ Content options in Amazon's documentation, but the core idea, enhanced brand content that lifts conversion, has been stable.
What A+ Content includes and who can use it
A+ Content is built from modules you arrange on the page: image-and-text blocks, full-width brand imagery, comparison charts that position your products against each other, and structured feature callouts. Amazon also offers more advanced or premium content formats with richer interactive modules, though availability and eligibility for those vary and should be checked against Amazon's current rules.
Eligibility runs through your brand. Because A+ Content is a Brand Registry feature, it's generally reserved for sellers who own and have registered their brand, which keeps enhanced content in the hands of rights holders rather than arbitrary resellers. If you sell other brands' products, you typically won't control their A+ Content; if you sell your own brand, A+ Content is one of the strongest tools Brand Registry hands you.
- •Image-and-text modules that show the product in use
- •Full-width brand banners and lifestyle imagery
- •Comparison charts positioning your own products against each other
- •Structured feature and benefit callouts
- •Premium or advanced formats where eligible, with richer layouts
How A+ Content affects conversion and margin
The business case for A+ Content is conversion rate. A detail page that answers objections, shows the product clearly, and makes the brand feel credible converts more of the traffic you've already paid to acquire. Because the traffic cost is largely fixed, a higher conversion rate falls almost straight through to contribution margin, and it can lower your effective advertising cost of sale by turning more clicks into orders.
A+ Content also tends to reduce returns and the support load behind them. When shoppers understand sizing, compatibility, and what's included before they buy, fewer of them are surprised on arrival, which means fewer returns eating your margin and fewer units coming back as unsellable. That return reduction is a real, if under-measured, financial benefit of investing in stronger content.
Treating A+ Content as an investment, not a cost
Producing good A+ Content costs money, photography, design, copywriting, and sometimes premium-tier access, and that spend should be tracked deliberately so you can judge its return. Because the payoff shows up as higher conversion, lower ACOS, and fewer returns rather than a single line item, the gains are easy to under-credit unless you're watching the before-and-after on the specific ASINs you upgraded.
For a brand managing a catalog, the disciplined approach is to treat content production as a marketing investment, attribute it to the listings it improves, and compare the lift against the spend. Tying that kind of marketing investment back to true per-product profitability is exactly the visibility ecommerce sellers need, and where a tool like BeanHawk helps connect the dots between what you spend on a listing and the margin it returns.
A+ Content best practices
The strongest A+ Content leads with the buyer's questions, not the brand's ego. Use the modules to resolve the specific doubts that stop a purchase, fit, materials, compatibility, what's included, and use comparison charts to guide shoppers to the right product in your range rather than letting them leave to compare elsewhere. Clear, accurate visuals do more work than dense copy.
Keep the content honest and compliant. Amazon has rules about claims, references to price, and prohibited content, and violating them can get your A+ Content rejected or removed. Build mobile-first, since a large share of shoppers will read your page on a phone, and revisit your best-selling ASINs periodically, because refreshing tired content on proven listings is often the highest-return content work you can do.
Frequently asked questions
- What is Amazon A+ Content?
- A+ Content, formerly called Enhanced Brand Content, is a set of richer detail-page modules, formatted images, comparison charts, branded banners, and structured text, that Brand Registry sellers can add below the standard product description. Its purpose is to lift conversion by helping shoppers understand the product and trust the brand before they buy.
- Do I need Brand Registry to use A+ Content?
- Generally, yes. A+ Content access is tied to brand approval, which in practice means enrolling in Amazon Brand Registry, so it's reserved for sellers who own and have registered their brand. If you resell other brands' products, you typically won't control their A+ Content. Confirm current eligibility in Amazon's documentation.
- Does A+ Content actually increase sales?
- It generally improves conversion rate by answering buyer objections and building brand credibility, which turns more of your existing traffic into orders and can lower your effective advertising cost of sale. It also tends to reduce returns by setting accurate expectations. The lift varies by product, so measure before-and-after on the ASINs you upgrade.
- What is the difference between A+ Content and Enhanced Brand Content?
- They're essentially the same thing under different names. Enhanced Brand Content (EBC) was the earlier term Amazon used; A+ Content is the current name and umbrella for the enhanced detail-page modules. You may still see sellers use the old term, but they're referring to the same feature set.
- How should I account for A+ Content production costs?
- Treat content production, photography, design, and copywriting, as a marketing investment and track it deliberately, ideally attributed to the listings it improves. Because the payoff shows up as higher conversion, lower ACOS, and fewer returns rather than one line item, comparing the lift against the spend is the only way to see the real return.
Related terms
Go deeper
See what Amazon owes you — free
Connect your seller account and get a free reimbursement audit. No credit card, keep 100% of what you recover.