What Is Amazon A+ Content? The Complete Guide for Sellers

If you scroll down an Amazon product page from a well-known brand, you will usually find a section packed with banner images, feature graphics, comparison charts and lifestyle photos. That section is Amazon A+ Content — and it is one of the most effective tools a brand owner has to explain a product, build trust and win the sale.

This guide explains what A+ Content is, who can use it, the difference between Basic and Premium A+, and a practical process for creating modules that convert.

What is Amazon A+ Content?

A+ Content (formerly called Enhanced Brand Content, or EBC) lets brand owners replace the standard plain-text product description with a visual layout built from modules: image banners, image-and-text blocks, comparison tables, multi-image galleries and more. It appears in the “From the manufacturer” or “Product description” area of the detail page, below the bullet points.

Shoppers who reach that part of the page are already interested. A+ Content is your chance to answer their remaining questions — what makes the product different, how it is used, what is included, what it is made of — in a format that is quick to scan on both desktop and mobile.

Who can use A+ Content?

A+ Content is available to sellers who are the registered brand owner in Amazon Brand Registry (and to vendors through Vendor Central). In Seller Central you create it in the A+ Content Manager, under the Advertising menu. Each submission is reviewed by Amazon before it goes live, which usually takes a few days.

Basic vs Premium A+ Content

There are two tiers:

• Basic A+ Content — up to five modules per page, chosen from standard layouts such as image headers, image-and-text, four-image grids and comparison charts.
• Premium A+ Content — up to seven modules with larger, full-width images, plus interactive formats such as video, image carousels, hotspots and Q&A modules.

Amazon controls eligibility for Premium A+ in the A+ Content Manager and has changed the requirements over time, so check your account for the current rules. We cover the differences in depth in Basic vs Premium A+ Content.

Why A+ Content matters

• It answers objections visually. Size, materials, compatibility and “what's in the box” are far easier to understand from a graphic than from a paragraph.
• It builds brand trust. A consistent, professional design signals an established brand — especially important for new or premium products.
• It works on mobile. Most Amazon shoppers browse on phones, where long text is skipped but images are not.
• It supports cross-selling. Comparison charts can point shoppers to other products in your range.
• It can lift conversion. Amazon itself promotes A+ Content as a way to increase sales; how much depends on your product, category and how well the content is made.

The anatomy of a high-converting A+ page

Most strong A+ pages follow a similar story, top to bottom:

1. Hero banner — the product, the brand and one clear promise.
2. Key features — three or four benefits, each with an icon or image and a short label.
3. How it works / details — close-ups or callouts that explain the product.
4. Lifestyle — the product being used by the kind of person who buys it.
5. Materials or ingredients — what it is made of and why that matters.
6. Specifications or what's included — dimensions, compatibility and box contents.
7. Brand close — your brand story or a comparison chart of related products.

You don't need every module, but every module should earn its place by answering a real shopper question.

How to create A+ Content: step by step

1. Collect your facts. Pull the verified details from your listing: features, materials, dimensions, contents. Never invent specs or claims.
2. Plan the modules. Decide which questions each module answers and in what order.
3. Write short copy. Headlines of a few words, supporting lines of one sentence, labels of two or three words.
4. Design the images at Amazon's required sizes, with consistent colours, typography and photography.
5. Check the rules. Remove anything Amazon prohibits — see A+ Content guidelines and common rejections.
6. Build and submit in the A+ Content Manager, apply it to the right ASINs and wait for approval.

Doing this by hand typically means a designer, a copywriter and several rounds of revisions per product. Tools like APlus Listing automate the planning, copywriting and design from just an ASIN, while keeping you in control of what gets approved — see how to create A+ Content with AI.

Common mistakes to avoid

• Repeating the bullet points word for word instead of showing them visually.
• Cramming paragraphs of small text into images — they become unreadable on phones.
• Inconsistent styles between modules, which makes the page look stitched together.
• Including prices, promotions, reviews or “#1 best seller” claims, which Amazon rejects.
• Using low-resolution or stretched images.

Key takeaways

• A+ Content is a visual product description for brand-registered sellers.
• Basic A+ offers up to five modules; Premium A+ offers up to seven with richer formats.
• The best pages tell a clear story: promise, features, details, lifestyle, specs, brand.
• Accuracy and Amazon's content rules matter as much as design.