The Ultimate Guide to Amazon A+ Content

Amazon A+, also commonly known as enhanced brand content (EBC), is a premium content feature available to brand-registered sellers that allows them to enhance their product detail pages with rich media elements. Displayed below the main product description, A+ Content provides a more interactive and engaging shopping experience, helping brands showcase their story and highlight key product features.

But A+ Content offers far more than just a visually appealing layout. Amazon reports that A+ Content can improve a product's conversion rate by 5.6% and increase sales by up to 8%.

• Storytelling & Trust: A+ Content provides a dedicated space to showcase a brand’s mission, values, and unique selling points. Customers are more likely to buy from brands they trust, and A+ Content builds credibility by giving shoppers a professional, polished experience.
• Reduced Returns: By including detailed product descriptions, how-to guides, and feature breakdowns, A+ Content helps answer common customer questions before they buy. This reduces the likelihood of misunderstandings, which lowers return rates and negative reviews.
• Differentiation: A+ Content helps brands stand out in competitive categories by offering visually rich content that many generic sellers lack. Comparison charts can highlight key advantages over competing products, reinforcing why a shopper should choose your brand.
• Discoverability: While A+ Content doesn’t directly impact Amazon SEO, it improves engagement metrics like time on page and conversion rate, which Amazon’s algorithm considers when ranking products. The longer a shopper stays on a page and the more conversions it gets, the higher the product ranks in search results.
• Ad Performance & ROI: Amazon advertising (Sponsored Products, Sponsored Brands, and DSP) drives traffic to product listings. If a landing page isn’t optimized with strong visuals and detailed content, potential buyers may bounce without converting, reducing ad efficiency.

How Brands Can Get Access  

To use Amazon A+ Content, brands must meet specific eligibility requirements and follow a structured setup process. Below is a step-by-step guide on how brands can gain access and start leveraging A+ Content to improve their product listings.

Meet the Eligibility Requirements

• Brand-Registered Sellers: You must be enrolled in Amazon Brand Registry, which verifies your brand ownership and grants access to enhanced selling tools.
• Amazon Vendors: If you sell directly to Amazon as a first party (1P) vendor, you automatically gain access to A+ Content. Vendors may also have the option to use A+ Premium Content, which offers additional customization features like interactive modules and video placement.

Enroll in Amazon Brand Registry

• Own a Registered Trademark: Your brand must have an active, government-registered trademark in the country where you sell.
• Apply via Amazon Brand Registry: Go to Amazon Brand Registry and submit your application. You will need your trademark number, product images, and proof of brand ownership.
• Get Verified: Amazon will review your application and once approved, grant you access to A+ Content and other brand-enhancing tools.

Access the A+ Content Manager in Seller or Vendor Central  

• Sellers: Logging into Seller Central → Navigate to Advertising → Click A+ Content Manager.
• Vendors: Logging into Vendor Central → Go to Merchandising → Select A+ Content Manager.

Submit A+ Content for Approval

• Choose a content layout: Amazon provides customizable templates with sections for images, text, and feature callouts.
• Upload high-quality images & descriptions: Focus on storytelling, key product benefits, and customer pain points.
• Use comparison charts & enhanced visuals: Highlight how your product differs from competitors.
• Submit for review: Amazon typically reviews A+ Content within 7-14 days, approving or requesting modifications.

Monitor & Optimize Performance

Once live, track conversion rates, engagement, and customer feedback to refine your A+ Content. Brands can test different formats, update images, or expand product details to improve effectiveness over time.

Types of Amazon A+ Content

Amazon offers two main types of A+ Content—Basic A+ Content and Premium A+ Content (A++ Content). Each serves different purposes and comes with varying levels of customization and functionality.

When selecting the right A+ Content for your brand, consider your seller status and product positioning. Brand-registered sellers should start with Basic A+ Content to enhance product pages, improve conversions, and provide a more engaging shopping experience. Vendors (1P sellers) and premium brands can take advantage of Premium A+ Content (A++) for a more immersive presentation.  

Basic A+ Content

• Images and Infographics: Display detailed product images, feature callouts, and lifestyle photography. Reinforces product benefits visually, making it easier for customers to understand value.
• Comparison Charts: Highlight how your product differs from competitors or variations within your own brand. Use to guide customers toward the best product choice for their needs.
• Step-by-Step Guides: Show how a product works through step-by-step visuals or infographics. Ideal for DIY tools, home improvement products, and electronics that require setup or assembly.
• Brand Story Modules: Use dedicated brand sections to introduce your mission, values, and differentiators. Builds brand trust and customer loyalty, especially for new shoppers.
• Product Descriptions: Use expanded text modules to provide clear, detailed descriptions of product features and benefits. Helps answer common customer questions and reduce confusion before purchase.

Premium A+ Content

• 360° Product Views: Allow customers to rotate and zoom in on products from multiple angles. Essential for tech gadgets, luxury goods, and home improvement products where details matter.
• Hover-Over Images: Customers can hover over parts of an image to reveal detailed information about specific features. Great for multi-functional products, electronics, and high-end accessories.
• Scrolling Carousels: Highlight multiple product variations, color options, or complementary products. Helps customers explore an entire product line without leaving the page.
• Comparison Tables: Provides side-by-side feature breakdowns with additional design flexibility. Ideal for complex product categories where buyers compare multiple specifications.
• Videos and Interactive Modules: Showcase high-quality product demonstrations, tutorials, or storytelling videos. Use video to explain complex features, show real-world applications, or highlight craftsmanship.

Examples of Enhanced Brand Content

ChargePoint: Comparison Charts

This image effectively showcases A+ Content by using a clear, visually engaging comparison of J1772 and NACS (Tesla) connectors. The concise text and high-quality images help customers quickly identify the right option for their EV. A side-by-side layout, bold labels, and connector visuals enhance readability, making key details easy to digest. This structured approach improves product discoverability, boosts customer confidence, and drives conversions by simplifying the buying decision.

Yakima: Scrolling Carousels

By utilizing A+ Content we were able to present Yakima's product categories in a visually structured and engaging format. It features clear product images, color-coded sections, and easy-to-read labels for bike racks, kayak and canoe racks, and cargo carriers. The lifestyle imagery of a vehicle with a rooftop cargo box enhances the brand's messaging, reinforcing real-world use cases. The bold headline, "LOAD UP ON CONVENIENCE," adds a compelling call to action, while the organized layout improves shopper navigation, brand trust, and conversion rates.

Rev-A-Shelf: Step-by-Step Guides

Rev-A-Shelf uses a how-to guide using A+ Content by emphasizing ease of installation through clear visual and textual elements. The bold headline, "QUICK & EASY INSTALLATION," immediately reassures customers that the process is simple, while the "INSTALL IN 15 MINUTES" badge reinforces speed and convenience. On the right side, the "Tools Needed" section provides a structured, visually engaging list of required tools, each accompanied by an icon for quick recognition. This layout enhances user confidence, reduces hesitation, and improves conversion rates by making the installation process appear straightforward and manageable.

MARCY: Comparison Tables

This image demonstrates comparison tables as A+ Content, allowing customers to make informed purchasing decisions by easily evaluating product features side by side. The table presents clear, structured data on key aspects such as price, customer reviews, dimensions, weight capacity, and included features, helping shoppers quickly identify differences. The table also highlights technical specifications, ensuring buyers understand the product's size and weight limitations before purchase. By streamlining complex information into a concise, visually engaging format, this comparison table enhances the shopping experience, reduces decision fatigue, and improves conversion rates.

Incorporating Amazon A+ Content into your product listings is a powerful way to enhance customer engagement and drive conversions. By leveraging rich media elements, brands can create a more compelling shopping experience that reduces returns and sets them apart from competitors. Whether using Basic A+ Content to improve storytelling and product clarity or upgrading to Premium A+ Content for interactive visuals and videos, brands that optimize their listings with A+ Content are better positioned for long-term success.