Amazon A+ Content in 2026: The Complete Guide to Using Enhanced Brand Content

A+ Content (also called Enhanced Brand Content or EBC) is a premium listing enhancement tool that turns your product description into a rich, visual experience. Instead of plain text bullets and a text block, A+ Content lets you add branded layouts, side-by-side comparison images, lifestyle videos, and structured storytelling. Products with A+ Content typically see 3-10% higher conversion rates.

What is A+ Content?

A+ Content is available only to brand-registered sellers and requires enrollment in the Brand Registry program. Once enrolled, you can edit product listings to add premium content modules that customers see above the main product description.

This is not a separate listing. It is the same product page. Amazon simply displays your content in a richer format. Customers see the branded modules when scrolling down past the bullet points and before the detailed description.

Basic vs Premium A+ Content

Amazon offers two tiers:

Basic A+ Content (formerly called A+ Content Lite) is available to all brand-registered sellers at no cost. You can add up to 5 modules with text and images side-by-side. The layout options are limited to two-column templates.

Premium A+ Content requires that your account has already launched 5 approved A+ projects and that your traffic and conversion metrics meet a minimum threshold (typically 5,000+ monthly visits and a conversion rate above the category average). Premium gives you unlimited modules plus advanced layouts including 3-column grids, full-width images, and comparison tables.

If you are new to A+ Content, start with Basic. Once you see conversion gains, apply for Premium.

The modules that convert best

Comparison module: Show your product versus competitors side-by-side with feature and price callouts. This module directly answers the "why should I buy this over that" question. It performs exceptionally well for categories with many competitors (headphones, coffee makers, desk chairs).

Lifestyle image module: Show the product in real-world use. A person holding your water bottle, someone wearing your jacket, a family playing with your toy. This module increases perceived value and helps customers visualize ownership. Text overlays highlighting key benefits (waterproof, durable, eco-friendly) drive that value home.

Brand story module: Tell the brand origin story or explain the company mission. Customers who understand why you built the product are more likely to trust and buy it. Keep this module short (2-3 sentences) with a supporting image. Long brand narratives lose attention.

Feature highlight modules: Use structured text + icons to break down product features. Instead of "5 compartments for storage," show an icon of a compartment plus the text. The visual hierarchy makes scanning easier and helps readers retain information.

What NOT to do

Do not duplicate your bullet points in A+ Content. Customers already see your bullet points. Repeating them wastes module space. Use A+ to add information that does not fit in bullets: brand story, detailed comparisons, lifestyle context, or how-to videos.

Do not use watermarked images. Amazon requires A+ images to be clean and professional. Visible watermarks or photographer credits damage the premium appearance.

Do not use pricing in A+ Content. Amazon policies prohibit price mentions in A+ modules. Focus on value, not cost.

Do not put your product into a white-background photo if it is already shown that way in your main image. Repetition is boring. Use varied photography across modules to show different angles, use cases, or context.

Do not exceed 500 characters per text block. A+ modules are designed for quick scanning. Long paragraphs defeat the purpose.

The mobile rendering problem

Most shoppers browse Amazon on mobile. A+ Content layouts collapse and reflow on small screens. A two-column comparison module might stack vertically on mobile, making it harder to compare features side-by-side.

Before publishing, preview your A+ Content on mobile using Amazon's preview tool. Test on an actual phone if possible. If a layout is hard to read on 5-inch screens, simplify it or choose a different module type.

Measuring A+ Content impact

After launching A+ Content, wait 30 days before assessing impact. Go to Seller Central > Advertising > Campaign Manager and create a manual campaign for your product. Compare the conversion rate before and after A+ launch using the 30-day window.

If conversion improved by 2% or more, the A+ Content is working. If it stayed flat or declined, audit the content. Common issues: too much text, poor images, or modules that do not match customer intent. Revise and test again.

A+ Content changes take 2-4 hours to appear on the live listing.

How the Amazon Listing Audit tool checks A+ completeness

The Amazon Listing Audit tool scans your listing and checks whether A+ Content is present and complete. For brand-registered sellers, the tool recommends which modules you should add based on your category and competitor benchmarks.

If your competitors are using 4 comparison modules and you have zero, that is a competitive gap. The tool flags this. Even a basic A+ with 2-3 well-designed modules outperforms plain listings in most categories.

A practical path forward

1. Verify you are brand-registered and have access to A+ Content (Seller Central > Account Info > Brand Registry status) 2. Choose one product (your best seller) to test A+ Content on first 3. Create 3 modules: a lifestyle image, a comparison module, and a brand story module 4. Use high-quality photos and short, benefit-focused text 5. Preview on mobile, then publish 6. Measure conversion rate for 30 days 7. If successful, roll out A+ to your next 5 products

A+ Content is not essential, but it is low-effort and high-return for sellers with brand registry. Three well-designed modules typically increase conversion rate by 3-5%, which compounds to significant revenue growth across a product catalog.