What is Amazon Enhanced Brand Content? The Complete Guide for 2024

Seller Strategy

Amazon Enhanced Brand Content, now known as A+ Content, allows sellers to tell a compelling story through their product listings by adding enhanced product descriptions – to generate more sales. 

Why is this an important feature to take advantage of as an Amazon seller? Simply put, customers buy outcomes, not features. That’s why visually appealing content performs better than plain text, as customers gauge a better understanding of the benefits of the product and what it’ll be like to use it. Which translates to more sales for your brand. 

This article will go through everything you need to about EBC including:

  • What is Enhanced Brand Content on Amazon?
  • EBC, A+ & Premium A+ Content: What’s the difference? 
  • EBC Eligibility Requirements
  • The Benefits of Using Amazon EBC
  • Adding EBC to Your Amazon Product Listings
  • The Do’s and Don’ts for Creating Optimized EBC or A+ Content
browsing amazon

What is Enhanced Brand Content on Amazon?

Amazon Enhanced Brand Content (EBC) is a program open to sellers with Brand Registry accounts to enhance product listings with images and rich text. EBC, or A+ Content, differentiate products from competitors by replacing traditional product descriptions with a more visually engaging and digestible format. 

Comparison charts, informative images, and brand-focused content all help convey product features and benefits much more effectively – improving customer engagement and enhancing the shopping experience on Amazon.

Apple A+ Content

EBC, A+ & Premium A+ Content: What’s the difference? 

EBC is the old name that Amazon gave to its content enhancement tools for Brand Registered sellers and is now called A+ Content. 

A+ content was originally designed for Vendor Central but is now available on Seller Central. This merger simplifies content enhancement for sellers, making it accessible to all vendors and Brand Registered sellers.

Premium A+ content, also known as A++ Content, is an invite-only service that offers even more advanced product description features like HD videos. It’s aimed at large, established brands to help them create a truly unique and immersive shopping experience for their customers. 

Content Enhancement ToolDescriptionFeaturesAccessibilityTarget Market
Enhanced Brand ContentThe original content enhancement tool available in Seller CentralBasic enhancements – rich-text and imagesAvailable to all sellers registered under Amazon Brand RegistryAll Amazon sellers
A+ Content (aka the new EBC)Originally designed for Vendor Central, A+ Content was integrated with EBC to provide further enhanced listing tools for sellersBasic enhancements – rich-text and images in up to 7 content modulesAvailable to all vendors and sellers registered under Amazon Brand RegistryAll Amazon Sellers and Vendors
Premium A+ ContentInvite-only service offering more advanced listing optimization featuresAdvanced features – HD videos & extensive customization options in up to 10 content modulesInvite-only for large, established brandsLarge, established brands

EBC Eligibility Requirements

To create Amazon A+ Content or EBC, you must be a retail vendor or a professional seller who is an approved brand owner through Amazon Brand Registry. 

If you’re an emerging brand owner in the Launchpad or Amazon Exclusives selling programs, you’ll also get to take advantage of A+ Content.

The Benefits of Using Amazon EBC

A+ Content technical specifications

Using Amazon A+ Content comes with a host of benefits that can significantly improve your product listings and boost your sales. 

  • According to Amazon, A+ Content averagely increases conversion rates by 3-10%
  • Improve brand awareness and establish your brand as credible and trustworthy
  • More easily educate customers about the features of your product
  • Increase average order value by cross-selling other products in your catalog

In a nutshell, enhanced product listings not only enhances the visual appeal of your product listings but also provides a platform for effective communication of product features and benefits, and for showcasing your brand identity.

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Adding EBC to Your Amazon Product Listings

Creating A+ Content is a straightforward process that takes just 7 steps:

  1. Access the A+ Content Manager
    under the Advertising tab in Seller Central.
Access A+ Content Manager
Source: Amazon
  1. Click ‘Start Creating A+ Content’
    Here you can choose from two types of A+ Content – Enhanced Product Description and Brand Story.
Start Creating A+ Content
Source: Amazon
  1. Name Your Content & Select a Language
    A+ Content will only appear on your listing in the language you’ve selected.
Name and select language
Source: Amazon
  1. Add Your A+ Content Modules
    Each listing can have up to 7 content modules to showcase your brand or product (although Amazon states you can only add 5). This can include high-quality images, text, comparison charts, and other multimedia elements from a choice of 17 modules:
  • Standard company logo
  • Standard comparison chart
  • Standard four images and text
  • Standard four images/text quadrant
  • Standard image and light text overlay
  • Standard image and dark text overlay
  • Standard single image and highlights
  • Standard image header with text
  • Standard multiple image module A
  • Standard single image and sidebar
  • Standard single image and specs detail
  • Standard single left image
  • Standard single right image
  • Standard product description text
  • Standard image header with text
  • Standard technical specifications
  • Standard three images and text
Add Module
Source: Amazon
  1. Customize the Layout
    Remember, the layout should be visually appealing, logical, and easy to navigate.
  1. Apply the A+ Content to ASINs
    Once you’re satisfied with the content, apply it to one or multiple ASINs within your brand catalog.
Apply content to ASINs
Source: Amazon
  1. Submit for Approval
    Approval can take up to 7 days and Amazon will notify you once it’s approved.

The Do’s and Don’ts for Creating Optimized EBC or A+ Content

When creating A+ Content, there are certain best practices you should follow to ensure your content is effective, i.e. high-converting, and compliant with Amazon’s guidelines. 

A+ Content best practices: What to do

  • Ensure all content is free from grammar and spelling errors
  • Use high-quality images combined with relevant text
  • Make content concise and informative, avoiding overly-dense, jargon-filled content
  • Optimize for SEO with strategic keyword placement 
  • Use storytelling to create an emotional connection to your customers
  • Regularly update and refresh content to maintain its effectiveness

By following these best practices, you can create A+ Content that not only boosts sales but also improves customer engagement and retention.

Amazon boxes

Here’s what not to do:

The quickest way to get suspended or suppressed on Amazon is to not follow Amazon ToS or compliance policies. 

When it comes to A+ Content, they’re very clear and strict on their guidelines, which outline that any of the below could lead to a suspension: 

  • Referencing your company as a seller or distributor, or providing any company contact information
  • Mention of competitors’ products or seller authorization such as “product only sold by authorized resellers”
  • Pricing or promotion information such as “cheapest widget on Amazon”
  • Information about shipping details such as “free shipping” or “shipping timelines”
  • Use of copyright, trademark, or registered symbols associated with third-party logos, anywhere in your text. Trademark and registered logos can only be added to your own brand logo.
  • Boastful comments such as “top selling product,” “hottest product,” or “#1 selling product”
  • Time-sensitive product information, such as “on sale now” or “best new product of the year”
  • Information about customer reviews from Amazon or any other site
  • Adding editorial or third-party quotes from external sources such as magazines and television shows
  • Blurry or low-quality images or images containing unreadable text
  • Lifestyle images not showing the product. (Brand images used to tell the “Brand Story” are not required to contain the product.)
  • Content that duplicates many of the images from the main image block on the detail page
  • Any warranties or guarantees of any form
  • Images or text that attempt to mimic Amazon logos, detail page headings, or details
  • Logos from brands or organizations other than your own or multiple brand logos on an image
  • Web links or language attempting to redirect to other sites inside or outside of Amazon (including your other products)
  • Grammatical errors, punctuation errors, misspellings, strings of all-caps text, or abusing font features. Bold and italic formatting are only intended to be used to highlight headings or a few select words.
  • Any mention of products being used for criminal activity
  • Any violations to category requirements or Selling on Amazon policies

Source: Amazon 

Amazon seller application on mobile device

Amazon EBC: Final Thoughts

By turning basic product descriptions into engaging, visually rich content, A+ Content helps customers better understand your products and connect with your brand. This not only boosts conversion rates, which is proven by Amazon’s own statistics, but also builds highly valuable credibility and trust. 

If you’re lucky enough to be eligible for Premium A+ Content, why not read this article next: Everything you need to know about A++ Content.

Or if you’re just diving into scaling on Amazon and aren’t yet eligible for A+ Content, head over to our Guide to Amazon Brand Registry to take the next step in your Amazon business.

Get Specialist Liability Insurance for Your Scaling Amazon Business

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Policies can be canceled at any time, with 30 days’ notice.

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