Enhanced Brand Content on Amazon: 2026 Guide With Examples

If you’re a brand owner on Amazon, you’ve probably seen competitor listings that look more like a rich, immersive webpage than a standard product description. That, my friend, is the power of Enhanced Brand Content on Amazon. It’s a game changing feature that lets you replace that boring block of text with stunning visuals, compelling brand stories, and detailed product showcases.

This guide will walk you through everything you need to know, from the basic requirements to advanced strategies, helping you turn your product pages into high converting assets.

What is Enhanced Brand Content (A+ Content)?

Enhanced Brand Content, now officially known as Amazon A+ Content, is a feature that allows brand registered sellers to upgrade their product detail pages with rich media. Instead of a plain text description, you can add high quality images, formatted text, comparison charts, and even videos to tell your product and brand story more effectively. This content appears below the main bullet points, taking over the standard product description section to create a more engaging and informative experience for shoppers.

Amazon’s goal with this tool is to help you “showcase your products and share your brand’s story” in a way that builds trust and drives more informed purchasing decisions. It’s an exclusive tool for brand owners, originally created for third party sellers and later merged with the vendor program, giving you a powerful way to convey your unique value.

EBC Requirements: What You Need to Get Started

Not just anyone can start creating A+ Content. To unlock this feature, you first need to meet a couple of key requirements. You must have a Professional seller account, which is the paid monthly plan, and you must be a brand owner enrolled in Amazon Brand Registry. Amazon makes this feature available to the brand’s owner or an authorized agent, ensuring that only verified representatives can create enhanced brand content on Amazon. There is a small exception for sellers of truly generic, unbranded products, who can also create A+ Content for those specific ASINs.

Brand Registry Eligibility: The Gateway to A+ Content

Amazon Brand Registry is the program that verifies your brand ownership and unlocks powerful tools like A+ Content. The main requirement for eligibility is having an active registered trademark for your brand’s name or logo in each country where you want to sell. Amazon accepts both standard character marks (word marks) and design marks (logos).

While a fully registered trademark is usually needed, Amazon’s IP Accelerator program can sometimes grant you access with just a pending application. You will also need to provide product images showing your branding and other information to verify your connection to the brand. Joining Brand Registry is free, but the trademark process itself typically costs approximately $500 to $1,000 if the services of an attorney are used.

A+ Content Types: Basic, Premium, and Brand Story

A+ Content isn’t one size fits all. Amazon offers three distinct tiers to serve different needs.

Basic A+ Content

This is the standard, free version available to all Brand Registered sellers. It’s a huge step up from a plain description, allowing you to use a variety of modules to showcase your product.

Premium A+ Content

This is the advanced, more immersive version. It unlocks features like full width images, embedded videos, and interactive modules for a truly next level customer experience.

Brand Story

This is a unique, brand focused carousel that appears above your other A+ modules. It’s designed to let you share your brand’s mission and values consistently across all your products.

A Closer Look at Basic A+ Content

Basic A+ Content lets you add up to five modules to your product page, choosing from a variety of pre designed layouts. You can use these modules to add headline images, detailed feature text, comparison tables, and technical specifications, all formatted in a clean, professional way. You can also include your brand logo to reinforce your brand identity.

The real advantage here is improved storytelling. By combining crisp images with concise text, you can guide shoppers through your product’s benefits. Amazon reports that adding Basic A+ Content can increase sales by up to 8%. See related client outcomes in our case studies.

The Power of the Brand Story Module

The Brand Story module is your dedicated space to connect with customers on a deeper level. It appears in a scrollable carousel under the heading “From the Brand,” usually positioned above your other A+ Content. Here, you can use a background banner and multiple cards to share your company’s origin, mission, or what makes you unique.

This module helps build brand loyalty by creating an emotional connection. You can also add cards that link to your Amazon Brand Store or other products, turning it into a cross selling tool. Pair it with Sponsored Brands Ads that drive shoppers to your Store for a cohesive brand experience. Importantly, having a Brand Story published across your listings is now a prerequisite to unlock Premium A+ Content.

What is Premium A+ Content?

Premium A+ Content, sometimes called A++, takes your product page to the next level. It allows for up to seven modules (instead of five) and unlocks a suite of advanced, highly engaging features.

These features include:

Full width imagery for impactful banners
Embedded videos to show your product in action
Interactive hotspots that reveal text pop ups on hover
Clickable carousels for image or video galleries
Q&A sections to address common customer questions
Enhanced comparison charts with live pricing, reviews, and an “Add to Cart” button

Brands using Premium A+ can see up to a 20% increase in sales. To become eligible, you must have a Brand Story published on your listings and have at least five A+ Content projects approved within the last 12 months. If you’re looking to make the most of these powerful features, the expert designers at EZCommerce can help you craft stunning and effective Premium A+ pages.

A+ Content Module Options

A+ Content is built using a modular system. You simply choose from a library of pre formatted templates to construct your page.

Common Module Options

Standard Company Logo: Displays your brand logo.
Image with Text: Various layouts with an image and text side by side or stacked.
Multiple Images Module: A gallery style layout for showcasing several images with captions.
Text Blocks: For detailed descriptions or brand messaging.
Comparison Chart: A table to compare features across your product line.
Technical Specifications: A structured table for technical details.

Premium Module Options

Premium access adds more dynamic choices like video modules, interactive hotspots, carousels, and FAQ sections to the mix.

Template Options for EBC Layouts

While the old system had more rigid named templates, today’s A+ Content Manager is more flexible. The “template options” now refer to the layout you choose for each module. You might select a template with one large banner image, followed by a template with three smaller images in a row, and then a text only template. You can mix and match these layouts to create a custom flow that best tells your product’s story, all while ensuring the design is clean and mobile responsive.

The Importance of Balancing Images and Text

Creating great enhanced brand content on Amazon requires a thoughtful balance between visuals and words. Images are fantastic for grabbing attention and showing your product in context, while text provides the crucial details and persuasive arguments that lead to a sale. Amazon advises that “together, text and images reinforce each other” to communicate your unique selling points effectively.

Here are a few tips:

Keep text scannable: Use short paragraphs and bullet points.
Use high quality images: Blurry or unprofessional photos can damage customer trust.
Match visuals with text: Ensure each image is complemented by relevant, explanatory text.
Avoid text heavy images: Don’t embed paragraphs of text into your images, as it may become unreadable on mobile devices.

Understanding the Technical Specification Chart

The Technical Specifications chart is a module designed to present detailed product data in a clean, two column table. It’s perfect for electronics, appliances, or any item where customers need to know the nitty gritty details like dimensions, weight, material, or compatibility. By providing this information upfront in an organized way, you can help customers make faster, more informed decisions and reduce the likelihood of returns.

Using the Comparison Chart Module

A comparison chart is one of the most powerful A+ Content modules for cross selling and upselling. It allows you to compare the current product with other items from your own brand’s catalog. You can showcase different models or complementary products, helping shoppers find the perfect fit within your brand family. Premium A+ enhances this module with shoppable elements like live pricing, review ratings, and even an “Add to Cart” button, creating a seamless experience. These charts are known to be high converting because they answer the common customer question, “How is this different from your other products?”

Bringing Products to Life with the Video Module

Video is an incredibly persuasive tool, and the video module, a Premium A+ feature, lets you embed one directly into your content. You can use it for product demos, tutorials, or lifestyle shots to show your product in action. Data shows that customers who watch a video are 3.6 times more likely to buy. A short, high quality video can explain complex features and create a connection that static images and text alone cannot.

Engaging Customers with the Interactive Hotspot Module

The interactive hotspot module, another Premium A+ exclusive, turns your product images into an interactive experience. You can place small icons on an image that, when hovered over or tapped, reveal pop up text with more information. This is a fantastic way to call out specific features in a clean, uncluttered way. It encourages customers to engage with your content, keeping them on the page longer as they discover the unique benefits of your product.

Showcasing More with a Clickable Carousel

The clickable carousel module, available in Premium A+, lets you display a series of images or videos in a single, scrollable gallery. It’s perfect for showing a product from multiple angles, demonstrating a step by step process, or highlighting a range of variations. Instead of a long, vertical stack of images, a carousel organizes content into a compact, interactive format that is both engaging and space efficient.

Proactively Answering with the Q&A Section

The Q&A module for Premium A+ Content allows you to create a curated FAQ section right on your product page. You can anticipate common customer questions about topics like compatibility, setup, or what’s included in the box and provide clear, accurate answers. This helps reduce purchase anxiety, builds customer confidence, and can lower the rate of returns by setting the right expectations from the start.

The Core Benefits of A+ Content

Investing in high quality enhanced brand content on Amazon delivers a host of powerful benefits that can directly impact your bottom line. To maximize impact, drive qualified traffic with a profitable Amazon PPC strategy that complements your A+.

Increased Sales: This is the big one. Basic A+ Content can lift sales by up to 8%, while Premium A+ can drive a boost of up to 20%.
Improved Customer Understanding: Richer information helps shoppers make more informed decisions, leading to higher satisfaction.
Reduced Returns: When customers know exactly what they’re getting, they are less likely to be disappointed and initiate a return.
Enhanced Brand Perception: Professional, well designed content builds trust and makes your brand look more credible.
Higher Engagement: Interactive elements like videos and carousels keep shoppers on your page longer.
Competitive Advantage: A standout A+ page can be the deciding factor for a customer comparing similar products.

How to Create A+ Content on Amazon

Creating A+ Content is a straightforward process within Seller Central.

Log in and Navigate: Go to the “Advertising” menu and select “A+ Content Manager.”
Start a New Project: Click “Start creating A+ Content” and choose your content type (e.g., Basic or Brand Story).
Build Your Content: Name your project and begin adding modules. For each module, upload your images and fill in the text fields. Remember to add descriptive alt text for your images for accessibility and potential SEO benefits.
Apply to ASINs: Once your design is complete, enter the ASINs you want this content to appear on.
Submit for Approval: Submit the project. Review can take up to seven business days (longer during periods of high volume). If it’s rejected, Amazon will provide a reason, and you can edit and resubmit.

How to Set Up Enhanced Brand Content Effectively

A successful A+ project starts before you even open the editor.

Plan Your Strategy: Outline the key messages and unique selling points you want to communicate.
Gather Your Assets: Collect all your high resolution images, graphics, and video files beforehand.
Draft Compelling Copy: Write clear, benefit driven text that is free of spelling and grammar errors. Avoid prohibited promotional language like “buy now” or “best seller.”
Know the Guidelines: Familiarize yourself with Amazon’s content policies to avoid rejection.
Optimize for Mobile: Always use the preview tool to check how your layout will look on a smartphone screen.

Setting up effective enhanced brand content on Amazon can be time consuming. If you’d rather focus on your business, a specialized agency like EZCommerce offers a free eCommerce Brand Audit to identify opportunities and can manage the entire A+ design and submission process for you.

The A+ Content Submission and Approval Process

Once you hit submit, your content enters Amazon’s review queue. The system first performs an automated check for common violations, like forbidden keywords (“free shipping”) or pricing information. If it passes, it moves to a manual review by Amazon’s team, which can take a few days.

If approved, your new content will typically go live on your product page within 24 hours. If it’s rejected, you’ll receive a notification with the reason. Common reasons include using superlative claims like “best,” mentioning competitors, or including customer review quotes. You can then edit the content to fix the issue and resubmit it for another review. If your listing becomes suppressed during review, here’s how to escalate a suppressed Amazon listing for reinstatement.

Key A+ Content Guidelines to Follow

Amazon has strict guidelines to maintain a consistent and trustworthy shopping experience. Violating them will lead to rejection.

No Promotional Language: Avoid any mention of pricing, discounts, shipping offers, or time sensitive deals like “on sale now.”
No Customer Reviews: You cannot quote or reference customer reviews or star ratings.
No External Links: Do not include any URLs or language directing shoppers off of Amazon.
High Quality Media: Images must be high resolution, and animated GIFs are not allowed. Text within images must be readable on mobile devices.
No Guarantees: Do not mention money back guarantees or warranties in a promotional way.

Common A+ Content Restrictions and Violations to Avoid

Beyond the main guidelines, be mindful of these common slip ups that can get your content flagged. If you do get a policy warning, follow this step-by-step guide to resolve Amazon product policy violations.

Referencing Competitors: Don’t mention other brands, even indirectly.
Unsubstantiated Claims: Avoid superlatives like “#1” or “best on the market.”
Calls to Action: Phrases like “Buy now” or “Add to cart” are not allowed in your text or images.
Contact Information: Never include phone numbers, email addresses, or social media handles.
Medical Claims: Do not claim your product can cure, treat, or prevent any disease unless it is an approved medical device.

Best Practices for A+ Content Success

To create content that truly converts, follow these best practices.

Tell a Story: Structure your modules in a logical flow that guides the customer through your product’s value.
Use High Quality Visuals: Invest in professional photography and graphic design.
Focus on Benefits: Explain how your features solve a customer’s problem or improve their life.
Optimize for Mobile: Prioritize a clean, readable experience on smaller screens.
Use Alt Text for SEO: Add descriptive, keyword rich alt text to your images.
Keep it Updated: Refresh your content periodically to reflect product updates or new marketing campaigns.

Following these practices will help you develop enhanced brand content on Amazon that not only gets approved but also drives real results.

Where A+ Content Appears on the Product Detail Page

A+ Content is located in the “Product Description” section of the detail page. On desktop, a shopper will find it by scrolling down past the title, images, and bullet points. Once A+ Content is live, it completely replaces the standard plain text product description; that field will no longer be visible to customers.

The Brand Story module, if used, typically appears first under a “From the brand” heading, followed by your Basic or Premium A+ modules. On mobile, the content is often collapsed behind a “See more” link to save space, making your first module critical for grabbing attention.

Mobile vs. Desktop A+ Content Presentation

The display of enhanced brand content on Amazon adapts to the device, and you need to design for both.

Desktop: Allows for wider, multi column layouts. Interactive elements like hotspots work on mouse hover.
Mobile: Stacks all content into a single vertical column. This means a layout with an image and text side by side on desktop will appear with the image above the text on mobile. Carousels are navigated by swiping, and videos often open in a full screen player.

Always use Amazon’s preview tool to see how your content will render on both desktop and mobile before submitting. This ensures your message is clear and your design looks great on any screen.

Indexing and HTML Policy for EBC

A common question is whether the text in A+ Content helps with Amazon SEO. Officially, Amazon does not heavily index the text within A+ modules for its internal search algorithm. Your product title, bullet points, and backend keywords remain the most important fields for search ranking. However, the alt text you add to your images is believed to be indexed, providing a small opportunity to include relevant keywords.

Regarding HTML, the policy is simple: you can’t use it. The A+ Content manager is a what you see is what you get editor and does not allow for custom HTML, scripts, or external links. This ensures a consistent and secure experience across all product pages.

If you’re ready to elevate your brand but need help navigating the complexities of Amazon, EZCommerce offers comprehensive services from A+ Content design to full account management. Explore our Amazon Growth Suite to see how we can help you scale.

Frequently Asked Questions

1. What is the difference between A+ Content and Enhanced Brand Content on Amazon?

There is no difference. Enhanced Brand Content (EBC) was the original name for the program for third party sellers. Amazon later unified it with the vendor program and now officially calls the entire feature “A+ Content.” The terms are often used interchangeably.

2. Is A+ Content free?

Yes, Basic A+ Content and the Brand Story feature are free for all sellers who are enrolled in Amazon Brand Registry. Premium A+ Content is also free, but it has specific eligibility requirements, such as having a Brand Story published and a history of approved A+ projects.

3. Does A+ Content improve my product’s search ranking on Amazon?

Not directly. The text within A+ Content is generally not indexed by Amazon’s search algorithm. Your rank is primarily influenced by your title, bullet points, and sales velocity. However, A+ Content can significantly increase your conversion rate, which leads to more sales, and a higher sales velocity can indirectly improve your search ranking over time.

4. How long does it take for A+ Content to be approved?

Review can take up to seven business days (longer during periods of high volume).

5. Can I use A+ Content if I don’t have a registered trademark?

No, in almost all cases. The primary requirement for accessing A+ Content is enrollment in Amazon Brand Registry, which itself requires an active registered trademark.

6. What happens to my old product description when I add A+ Content?

When you publish A+ Content to an ASIN, it replaces the plain text product description on the live detail page. The old text is no longer visible to customers, though it may still be indexed by Amazon’s search algorithm in the backend.

7. Can I A/B test my enhanced brand content on Amazon?

Amazon has a “Manage Your Experiments” tool that allows sellers to A/B test certain parts of their listing, including A+ Content. You can create two versions of your content and run an experiment to see which one performs better in terms of conversion and sales.

8. What is the best way to get started with enhanced brand content on Amazon?

Start by ensuring you meet the eligibility requirements (Professional account and Brand Registry). Then, begin with Basic A+ Content and a Brand Story module. Focus on high quality images and clear, benefit focused copy. As you become more comfortable, you can work towards unlocking and implementing Premium A+ Content for even greater impact. For expert guidance, consider a free brand audit to map out a winning strategy.