What is Amazon A+ Content? The Definitive Guide for Sellers (2026)

Amazon A+ Content (formerly called Enhanced Brand Content, or EBC) is a Seller Central feature that lets brand-registered sellers replace the plain-text product description with image-led layouts, comparison charts, and brand storytelling modules.

A+ Content sits further down the product detail page, above the customer reviews, under "From the brand" and "Product description". For a shopper who has scrolled that far, it is one of the last things they read before deciding to add to cart or go back to search.

Amazon says Basic A+ Content can lift sales by up to 8%, and well-built Premium A+ by up to 20%. Treat those as upper bounds, not forecasts. The real lift depends on how much your current page leaves unanswered.

Filling empty module slots with random lifestyle graphics does not guarantee a lift. Done badly, A+ Content pushes your reviews further down the page, slows mobile loading, and repeats bullet points shoppers have already read.

This guide covers eligibility, the differences between Basic, Premium, and Brand Story, the modules that convert, and how to publish in Seller Central.

Basic A+ vs. Premium A+ vs. Brand Story: What's the Difference?

Amazon gives brand owners three enhanced content formats. Know where each appears and what it allows before you design anything:

1. Basic A+ Content

The standard toolkit for any brand enrolled in Amazon Brand Registry. It includes 17 standard module types (headers, image-and-text blocks, feature quadrants, comparison charts, and text-only specification modules), all constrained to a 970 px width.

2. Premium A+ Content

Premium A+ used to be invite-only. Amazon now grants it for free to brands that meet two conditions:

1. A Brand Story is published on every brand-owned ASIN in your catalog. One uncovered ASIN blocks eligibility.
2. You have five approved A+ Content submissions in the last 12 months.

Amazon has changed these criteria before, so confirm the current requirements shown in your A+ Content Manager. Premium modules run 1464 px wide on desktop and need separate mobile images. The full unlock process is in our guide to Amazon Premium A+ Content.

3. The Brand Story Module

Brand Story is a separate module that sits directly above your A+ Content. It is a horizontal carousel of cards where shoppers can swipe through your brand background, your values, and links to other products or your Brand Store. It does not replace A+ Content; both display together.

Does A+ Content Actually Increase Conversions?

Yes, but only if it answers the doubts your image gallery couldn't.

Shoppers scroll to the A+ section for three reasons:

1. They are hesitating on sizing, compatibility, or specifications.
2. They are unsure which model in your range fits their use case.
3. They suspect the product is low quality or hard to assemble.

If your A+ Content re-pastes your five bullet points into large graphic banners, conversion doesn't move. Each module needs a specific job:

[Main Gallery Image Stack] -> Wins the search click, sets first impression
            ↓
[Title & 5 Bullets]        -> Answers price, core specs, basic dimensions
            ↓
[Brand Story Module]       -> Builds credibility, cross-sells the catalog
            ↓
[A+ Content Modules]       -> Kills lingering objections, proves durability, compares models

The 4 Essential A+ Modules Every Listing Needs

Out of the standard Basic A+ modules, four do most of the conversion work:

1. The ASIN Comparison Chart (Standard Comparison Chart)

The most valuable module in the library. It places your products side by side, up to six of them, with key attributes (capacity, weight, run-time, intended user) and clickable links to each ASIN.

Why it converts: when a shopper hesitates because your product is slightly too big, too small, or too expensive, a comparison chart keeps them inside your catalog instead of sending them back to search results full of competitor ads.

2. The Objection-Killer Module (Standard Single Left / Right Image)

Read the 1-star, 2-star, and 3-star reviews on your top three competitor listings. What is the most repeated complaint?

• "The zipper jammed after two weeks"
• "Smaller than it looks in photos"
• "Instructions were impossible to follow"

Give one prominent module to showing how your product solves that specific defect, with a photo that proves it. For complete module-by-module layouts, see our Amazon A+ Content examples.

3. Technical Specification Breakdown (Standard Technical Specifications)

Shoppers buying tools, electronics, automotive parts, cookware, or fitness gear want hard numbers: voltage, materials, tolerances, certifications, and compatibility. A clean specification table prevents costly returns from wrong-fit purchases.

4. "What's in the Box" Breakdown (Standard Four Image & Text)

Expectation mismatch is one of the most common sources of negative reviews. (Exact image sizes for this and every other module are in our A+ Content dimensions cheat sheet.) Show every cable, adapter, screw, pouch, and accessory in the package. If something that appears in your lifestyle photography is not included (batteries, mounting hardware), say so explicitly.

Step-by-Step: How to Publish A+ Content in Seller Central

1. Log in to Seller Central and go to Advertising > A+ Content Manager.
2. Click Start creating A+ content.
3. Choose your content type: Basic A+, Brand Story, or Premium A+ (if eligible).
4. Enter a clear internal Content name (e.g., Brand_Category_ModelX_2026).
5. Click Add module and choose your layouts in order.
6. Upload pre-sized images and fill in the Image keywords for each one. Amazon uses these as the image's alt text for accessibility. Write accurate descriptions of what the image shows; don't treat the field as a backend keyword dump.
7. Click Apply ASINs to assign the content to your parent and child ASINs.
8. Click Review and submit. Amazon's review can take up to seven business days, and longer at peak times.

Common Reasons Amazon Rejects A+ Content

• Pricing or promotional claims: "Cheap", "Affordable", "Free shipping", or dollar amounts.
• Competitor mentions: naming competitor brands or referencing their ASINs.
• Unsubstantiated claims: medical claims, "#1", "clinically proven", or warranty promises you can't document.
• Contact details: customer service phone numbers, external URLs, or email addresses.
• Low-resolution images: assets below the module's required pixel dimensions, which render pixelated.

Create Brand-Consistent A+ Assets

The hardest part of A+ Content is keeping it visually consistent. If your listing images use studio lighting on a neutral tabletop but your A+ modules use stock photos with saturated filters, the page looks stitched together.

With nozam's A+ Content Generator, your A+ banners, comparison grids, and specification visuals are generated from the same Visual DNA™ product lock as your listing images, sized to the module specs and checked by Compliance Guard before you upload. For the main gallery rules, see our Amazon listing image requirements checklist.