AMALYZE
Glossary
Glossary

A+ Content

A+ Content is Amazon's enhanced description module available to Brand Registry sellers and vendors. It replaces the plain-text description with image-and-text modules, comparison charts, and brand story. Premium A+ adds interactive modules at higher tier.

A+ ContentA plus contentenhanced brand contentEBCPremium A+A+ Brand Storycomparison chart

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

TierWho gets itKey modules
Standard A+Brand Registry sellers, all vendors5 modules, image + text blocks, comparison chart
Premium A+Brand Registry sellers spending above threshold + vendors7 modules, interactive comparison, video, hover hotspots, larger images

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.

Related terms

Brand Registry
Brand Registry is Amazon's brand-protection program that grants brand owners access to enhanced reporting (Brand Analytics, Search Query Performance), enhanced creative (A+ Content, Sponsored Brands, Brand Store), and IP enforcement tools. Required for almost every advanced PPC and listing feature.
Product Detail Page (PDP)
The Product Detail Page (PDP) is the per-ASIN shop window on Amazon — the URL a shopper lands on after clicking an ad or organic result. Everything that determines whether the click becomes an order lives here.
Listing Optimization
Listing optimization is the systematic improvement of a Product Detail Page's title, bullets, A+, images, and back-end keywords to maximise relevance, CTR, and CVR. AMALYZE's AI listing tools audit, optimise, and generate listings from search-term data.
Brand Store (Amazon Store)
A Brand Store is a free multi-page brand microsite hosted on Amazon, available to Brand-Registered sellers and vendors. The highest-AOV landing destination available for upper-funnel ad traffic; chronically underused.
Conversion Rate (CVR)
Conversion rate (CVR) is the percentage of ad clicks that result in an attributed order. It is the most leveraged variable in the Amazon PPC bid formula — a 10% CVR improvement permits a 10% bid increase at constant ACOS, unlocking volume that no bid change alone can deliver.
Brand Story
Brand Story is a carousel module that sits at the top of every product detail page belonging to a brand-registered seller. It is set once per brand and propagates across all ASINs, linking out to other products, the brand store and brand-level messaging.
Consideration Purchase
A consideration purchase is a category where shoppers research before buying — multi-session, multi-touchpoint journeys, often higher price points. Consideration categories require different PPC strategy: longer attribution windows, retargeting weight, and content-led discovery alongside direct response.

Mentioned in

Browse the full glossary