A+ Content — modules, images, cross-sell.

A+ Content — formerly Enhanced Brand Content (EBC) on the Seller side and A+ Detail Pages on the Vendor side — is Amazon's visual content layer for Brand-Registered sellers and vendors. It replaces the plain product-description block with image+text modules on almost every desktop and mobile PDP surface. Amazon's own internal studies and most third-party benchmarks put the conversion lift at 3–10% for a well-built A+ vs. a description-only listing, which compounds into a substantial revenue delta over a year of traffic.

Who can build it and where it lives

A+ Content requires Brand Registry enrolment — a verified trademark and confirmed brand ownership inside Seller or Vendor Central. You author A+ in Advertising → A+ Content Manager in Seller Central, or under Merchandising → A+ Content in Vendor Central. Each piece of A+ is a reusable "content document" that can be applied to one ASIN, a list of ASINs, or every ASIN in a brand family. Standard A+ is free; A+ Premium (Episode 09) has additional eligibility requirements and historically carried a fee that Amazon has waived for most accounts.

The standard module library

Amazon offers around 17 standard A+ modules. Five of them carry almost all of the conversion lift in practice:

• Standard Company Logo — the brand-stake-in-the-ground module. Usually module 1; establishes the brand identity above the fold.
• Standard Image Header with Text — wide hero banner with overlaid copy. The hero-benefit module; pairs lifestyle imagery with the single most important product claim.
• Standard Four Image & Text Quadrant — four equal callout tiles for the top features (waterproof, dishwasher-safe, BPA-free, etc.). The fastest way to communicate four parallel benefits.
• Standard Single Left Image / Right Text (and the mirror) — for the long-form benefit story. Pair two of these for a "feature 1 / feature 2" narrative.
• Standard Comparison Chart — your own catalogue's variant matrix in a side-by-side table. The single highest-converting A+ module in most categories — and the most commonly missing one.

The remaining twelve modules (technical specs table, FAQ block, multiple image variants of the above) are useful for specific product types but rarely change the conversion needle if the five above are present and well-built.

The image specs Amazon enforces

Every A+ module has hard pixel dimensions. Off-spec assets are silently downscaled or rejected at publish:

• Company Logo: 600 × 180 px, transparent PNG, brand logo only.
• Image Header with Text: 970 × 600 px, JPG or PNG. The widest hero image slot in A+.
• Four Image Quadrant: 220 × 220 px per tile.
• Single Left/Right Image with Text: 300 × 300 px image, 90-character headline, 500-character body.
• Comparison Chart: up to 6 ASIN columns, 9 attribute rows, 150 × 300 px product image per column.
• Universal requirements: RGB colour space, 72 DPI minimum, no embedded pricing or "as seen on" badges, no third-party retailer logos, no contact information, no claims that can't be substantiated on the destination page.

The publish workflow and moderation timeline

The A+ lifecycle has three stages:

1. Draft — author and save the document, attach ASINs.
2. Submitted for approval — Amazon's content moderation team reviews. Standard turnaround is 24–72 hours, but Q4 and Prime Day cycles regularly stretch to 5–7 days.
3. Approved and live — propagates to every attached ASIN within roughly 24 hours of approval. Edits to live A+ require resubmission and a fresh moderation pass.
4. Rejected — Amazon returns a numbered rejection reason. The most common: copy claims ("#1", "best-selling", "guaranteed"), references to off-Amazon channels, third-party trademarks (including retailer logos), and overlaid pricing or promotional text on images.

The order of modules that converts

Across thousands of audited listings, a consistent module sequence outperforms ad-hoc ordering:

1. Brand stake-in-the-ground header (Company Logo + Image Header with Text) — establishes who you are and the one biggest promise.
2. Hero benefit module (lifestyle image with the single strongest claim).
3. Four-quadrant feature grid — the at-a-glance benefit summary for shoppers who scan rather than read.
4. Long-form benefit story (one or two Single Left/Right modules) — for the shoppers who do read.
5. Comparison chart — your own catalogue side-by-side, deliberately funnelling toward the highest-margin variant.

Roughly five to seven modules in total. More than that and shopper engagement falls off a cliff — the lower modules effectively don't get seen.

The cross-sell trap

The Comparison Chart module is the highest-converting A+ block but also the most easily mis-used. Shoppers see three or four other SKUs in your own range sitting next to the product they're already viewing, and a measurable share switch to a different variant — sometimes a cheaper one. Used deliberately, that's a feature: you can steer demand toward your highest-margin variant by putting it in the leftmost column with the most favourable attribute coverage. Used carelessly, you cannibalise the very ASIN the shopper landed on. Always design the comparison around the variant you want them to pick, not as a neutral catalogue summary.

Seller vs Vendor — the operational gap

Sellers control A+ Content end-to-end in Seller Central, can iterate any day, and own the assets they upload. Vendors author A+ in Vendor Central but the published content is treated as part of Amazon's catalogue — meaning a Vendor Manager or Amazon's catalogue team can modify or override it without notice, especially around peak events. Vendors typically need a Brand Specialist relationship to lock in stable A+, and most large Vendors maintain an internal "approved A+ inventory" that they re-deploy after every major catalogue change.

What to take into the next episode

Standard A+ is the universal conversion floor. The next episode covers A+ Premium (also called A++) — the tier above, with comparison tables, video modules, interactive hotspots, and full-bleed imagery, plus the eligibility threshold that gates access.