Enhanced Brand Content is the module-based section beneath your product description. Written properly it answers the specific objections stopping people from buying. Written as decoration it is expensive whitespace.
Written to answer objections
The material comes from evidence rather than from a creative brief. We mine your own reviews and your competitors’ reviews for what people actually hesitate over: sizing, compatibility, durability, what is in the box, whether it suits their specific situation.
Those objections become the module content. A section that answers a question nobody has is space that could have answered one that everybody does.
The constraint to plan for
Mobile. Most Amazon traffic arrives on a phone, where modules stack vertically and long copy simply disappears below the point anyone scrolls to. A layout that reads well on a desktop design file can be functionally invisible in practice.
So layouts are reviewed on a phone before submission, and the most important objection is answered in the first module rather than the fourth.
Comparison modules, used deliberately
A comparison module keeps a shopper who is weighing options inside your own range rather than sending them back to search results. Used well it converts a browsing session into a considered purchase of the right variant. Used carelessly it introduces doubt about the product they were already looking at.
Content that is indexed, not decorative
Text inside these modules is searchable within Amazon. It is written with that in mind, using the terms buyers actually search for, rather than treated as a design element that happens to contain words.
Rejection avoided at writing stage
Amazon policy on claims, guarantees, pricing and contact details is applied while the copy is being written. That is where a rejection costs nothing. Discovering it after design and submission costs a production cycle and delays the listing.
Measured, not assumed
Conversion rate is compared before and after on a like-for-like traffic basis, and where volume supports it we use Manage Your Experiments so the change is proven rather than believed. A version everyone in the room preferred is not evidence.
The 100 Most Frequently Asked Questions – Detailed Answers
General Overview
What is Amazon Enhanced Brand Content (EBC)?
Amazon Enhanced Brand Content, now officially called A+ Content, allows brand owners to enhance product detail pages with rich media such as images, charts, and formatted text to improve storytelling and conversion rates.
Is EBC the same as A+ Content?
Yes. “Enhanced Brand Content (EBC)” was the old name used mainly in Seller Central. Amazon unified the feature under the name A+ Content for both Seller and Vendor Central.
Where does A+ Content appear on a product page?
A+ Content appears below the bullet points and above customer reviews, replacing the standard product description.
Why did Amazon introduce A+ Content?
Amazon introduced A+ Content to improve customer experience, reduce returns, increase conversions, and help brands differentiate their products visually.
Is A+ Content mandatory?
No. It is optional, but highly recommended for brand-registered sellers.
Eligibility & Access
Who can use Amazon A+ Content?
Only Amazon Brand Registry–approved sellers and vendors can create A+ Content.
Do I need a trademark?
Yes. A registered or pending trademark is required to enroll in Amazon Brand Registry.
Can resellers use A+ Content?
Only if they are officially authorized and listed under the registered brand.
Is A+ Content available worldwide?
Yes, but availability and module types may vary by marketplace.
Is A+ Content available for Seller Central and Vendor Central?
Yes. Both platforms support A+ Content, though Vendor Central often has earlier access to premium features.
Cost & Pricing
Is Amazon A+ Content free?
Yes. Basic A+ Content is completely free for eligible brands.
Is Premium A+ Content free?
Currently, Premium A+ Content is free for eligible brands that meet Amazon’s criteria.
Does A+ Content affect Amazon fees?
No. It does not change referral or fulfillment fees.
Are there hidden costs?
Only external costs, such as graphic design, copywriting, or agency services.
Is it worth the investment?
Yes. Brands often see higher conversion rates and lower return rates.
Performance & Conversions
Does A+ Content increase sales?
Amazon reports conversion increases of 5–8% for basic A+ Content and up to 20% for Premium.
Does A+ Content improve SEO?
Indirectly. A+ Content is not indexed for keywords, but higher conversions can improve organic performance.
Does it reduce returns?
Yes. Better visuals and clearer explanations reduce misunderstanding.
Does it increase time on page?
Yes. Rich visuals keep shoppers engaged longer.
Does it improve brand trust?
Absolutely. Professional content increases perceived credibility.
Content & Modules
What modules are available in A+ Content?
Image banners, text blocks, comparison charts, brand story modules, and (for Premium) video and hotspots.
Can I use videos?
Only with Premium A+ Content.
Can I add GIFs?
No. Animated GIFs are not allowed.
Can I add external links?
No. External links are prohibited inside A+ Content.
Can I link to my other Amazon products?
Yes, via comparison charts or internal ASIN references.
Images & Design
What image resolution is required?
Typically 970px wide minimum for banners, with high resolution and sharp clarity.
Can I use lifestyle images?
Yes, and they are strongly recommended.
Can I include text inside images?
Yes, but text must be readable on mobile.
Are logos allowed?
Yes, especially in brand story modules.
Can I show packaging?
Yes, as long as it’s accurate.
Copywriting Rules
Can I use promotional language?
No. Phrases like “best,” “#1,” or “guaranteed” are prohibited.
Can I mention discounts?
No pricing or promotional claims are allowed.
Can I use customer reviews?
No testimonials or reviews are allowed.
Can I mention competitors?
No direct or indirect competitor references.
Can I use emojis?
No emojis are allowed.
Compliance & Policies
Is A+ Content reviewed by Amazon?
Yes. Every submission is manually reviewed.
How long does approval take?
Usually 7–14 days, sometimes faster.
Why does A+ Content get rejected?
Common reasons include promotional claims, poor image quality, or policy violations.
Can I appeal a rejection?
Yes. You can edit and resubmit.
Can Amazon remove approved content later?
Yes, if policies change or violations are found.
Mobile & UX
Is A+ Content mobile-friendly?
Yes, but modules display differently on mobile.
Should I design for mobile first?
Yes. Over 60% of Amazon traffic is mobile.
Does text size change on mobile?
Yes. Keep text minimal and readable.
Are all modules shown on mobile?
Most are, but layouts may stack vertically.
Does Premium A+ perform better on mobile?
Yes, especially with video.
Premium a+ Content
What is Premium A+ Content?
An advanced version of A+ Content with video, interactive hotspots, and larger images.
Who qualifies for Premium A+?
Brands with a published brand story and multiple approved A+ listings.
Is Premium A+ available in all marketplaces?
No. Availability depends on region.
Does Premium A+ convert better?
Yes, especially for complex or high-ticket products.
Can Premium A+ be removed?
Yes, if eligibility requirements are no longer met.
Brand Story
What is the Brand Story module?
A dedicated carousel at the top of A+ Content showcasing brand values and products.
Is Brand Story mandatory?
No, but it’s highly recommended.
Can Brand Story appear on multiple ASINs?
Yes. One Brand Story can be reused.
Does Brand Story support multiple languages?
Yes, per marketplace.
Can I update Brand Story later?
Yes, anytime.
Multi-Language & International
Does A+ Content need translation?
Yes. Each marketplace requires localized content.
Can I reuse English content globally?
No. Poor localization hurts conversions.
Does Amazon auto-translate A+ Content?
No. You must upload localized versions.
Can I manage multiple languages centrally?
Partially, but most updates are marketplace-specific.
Is cultural adaptation important?
Yes. Visuals and messaging should match local expectations.
Strategy & Best Practices
How long should A+ Content be?
Long enough to explain benefits, but not overwhelming.
Should I repeat bullet points?
No. Expand on them instead.
Should I focus on features or benefits?
Benefits first, features second.
Is storytelling effective?
Yes. Stories build emotional connection.
Should I test different versions?
Yes, using Amazon’s A/B testing tools.
Analytics & Optimization
Can I track A+ performance?
Yes, via Amazon Brand Analytics and experiments.
Does Amazon provide A/B testing?
Yes, for A+ Content experiments.
What metrics matter most?
Conversion rate, sales lift, and return rate.
How often should I update A+ Content?
Every 6–12 months or after major changes.
Can seasonal updates help?
Yes, if compliant with policies.
Technical Questions
Can A+ Content break listings?
No, but errors can prevent display.
Can multiple A+ versions exist?
Yes, but only one is live per ASIN.
Can parent and child ASINs share A+ Content?
Yes, if appropriate.
Can A+ Content be copied?
Yes, via Amazon’s duplication tools.
Does A+ affect Buy Box?
Indirectly, through conversion performance.
Common Mistakes
76. Using too much text
Overloading content reduces readability.
77. Low-quality images
Blurry images hurt trust.
78. Ignoring mobile layout
Mobile optimization is critical.
79. Promotional claims
These cause rejections.
80. Poor localization
Literal translations reduce effectiveness.
Advanced Questions
Is A+ Content useful for private label brands?
Yes, especially for differentiation.
Is it useful for commodity products?
Yes, branding still matters.
Does A+ help new product launches?
Yes, it accelerates trust.
Can A+ replace a website?
No, but it reduces reliance on external traffic.
Is A+ Content future-proof?
Yes, Amazon continues to expand it.
Final Considerations
Is A+ Content worth it for small brands?
Yes, even more so for credibility.
Can agencies manage A+ Content?
Yes, many specialize in it.
Is consistency across ASINs important?
Yes, for brand recognition.
Can A+ Content hurt sales?
Only if poorly executed.
Is professional design recommended?
Strongly recommended.
Expert-Level Questions
Can A+ Content support upselling?
Yes, via comparison charts.
Can it reduce PPC costs?
Indirectly, through higher conversion rates.
Does A+ help with brand registry protection?
Indirectly, by reinforcing ownership.
Can A+ Content be cloned by hijackers?
No, only brand owners control it.
Is Premium A+ the future?
Likely yes.
LAST 5 FAQs
Should every ASIN have A+ Content?
Ideally, yes.
Can I remove A+ Content?
Yes, anytime.
Is A+ Content permanent?
It stays live until changed or removed.
Does Amazon recommend A+ Content?
Yes, officially.
What is the biggest benefit of A+ Content?
Higher conversions through better storytelling and customer understanding.