A+ Content

A+ Content (originally Enhanced Brand Content, EBC) is the rich-media description module that replaces the plain-text "Product description" on a detail page. It is available to sellers enrolled in Brand Registry and to all Vendor Central accounts.

What A+ is for

The plain product description converts. A+ converts more. Amazon's own published average: a 5–10% CVR lift versus listings without A+. Categories with high consideration (electronics, beauty, home) see closer to 15%.

A+ works because it does three things plain text cannot:

1. Comparison chart — places the ASIN against the brand's own siblings, capturing upsell.
2. Lifestyle imagery — answers "will this fit my life" without forcing scroll-back to the main carousel.
3. Brand story banner — persistent brand identity across every ASIN in the catalogue.

A+ tiers

Premium A+ historically gated by spend ($200K/year typical); Amazon has progressively lowered the bar.

The comparison chart

The single most-converting A+ module. Lists the brand's adjacent SKUs side by side with feature checkmarks. It does two things simultaneously: upsells shoppers who landed on the lower-tier SKU to a higher-tier sibling, AND defends against competitor product targeting ads on the PDP by giving the shopper a reason to stay in the brand.

Never skip the comparison chart. It is the highest ROI A+ module.

Brand Story module

Persistent across all ASINs in the brand. Set once, appears on every detail page above the A+ description. Includes brand logo, a navigation strip to other ASINs in the family, and a story panel.

Common mistakes

• A+ as a redesigned bullet list. Wastes the visual real estate.
• No comparison chart. Leaves upsell and defence on the table.
• Text-heavy modules. Shoppers scan A+ in <8 seconds.
• Identical A+ across all ASINs. Comparison chart must be unique to each ASIN's competitive set; not all modules can be shared.
• Not localising for international marketplaces. Translated text without localised imagery converts poorly.