Amazon A+ Content: how to create content that sells

A+ Content is the enhanced description section on an Amazon product page where, instead of plain text, you place modules with graphics, comparison tables and brand content. Access is limited to sellers who have enrolled their brand in Amazon Brand Registry and hold a Professional account. A+ Content can genuinely lift conversion, because it shows the product better and builds trust. But remember one thing from the start: A+ does not replace keyword optimisation in your title and bullets, and its text does not feed Amazon's internal search engine. It is a tool for closing sales, not for pulling in traffic.

Below: who has access, how Basic differs from Premium, what the skeleton of a good module layout looks like, what A+ does not do, and how to measure the effect.

What A+ Content is (formerly Enhanced Brand Content)

A+ Content is a Seller Central feature that lets you replace a simple product description with visual blocks: lifestyle images, infographics, formatted text, tables and brand modules. On the seller side it was previously called Enhanced Brand Content (EBC); Amazon standardised the naming to "A+ Content", but the abbreviation EBC still circulates in the industry and means the same thing.

The section renders in the middle of the product page, below the gallery and bullets. Its job is clear: to answer the doubts that hold a buyer back right before the decision. Dimensions, material, what is in the set, how to use it, how the product differs from a cheaper alternative.

Who has access

A+ Content is available to sellers who meet two conditions together:

• they have an active Professional account (the paid monthly plan),
• they are the brand owner registered in Amazon Brand Registry (or hold an appropriate role in it, for example Brand Representative).

Without brand enrolment the feature does not unlock. If you are only planning that step, we cover it separately in the piece on enrolling your brand in Amazon Brand Registry, and that is where to start, because it is the entry requirement not only for A+ but also for the Brand Store and part of the advertising suite.

Basic vs Premium A+ Content and the Brand Story module

Amazon offers two tiers. Basic A+ is the standard set of static modules: image with text, headings, logo, comparison table. It is free for eligible brands. Premium A+ adds interactive elements: video, larger full-width graphics, carousels, question-and-answer modules and richer comparison tables.

A separate format is Brand Story, a horizontal, scrollable "From the brand" module that appears on all your pages and links through to the Brand Store and your other products. It is a good place for cross-sell within your own catalogue and for building recognition.

Access to Premium A+ is conditional. Amazon requires the brand to have a published Brand Story module on all its pages plus at least five approved A+ modules within the last 12 months (as of July 2026). In 2026 Amazon widened Premium access for brands enrolled in Brand Registry, so if you previously bounced off the invitation-only threshold, check your eligibility again in Seller Central. Verify this at the source, because Amazon changes access rules without notice.

The skeleton of good A+ Content (module layout)

This is probably the section you came here for. There is no single "correct" layout, but an order based on a hierarchy of benefits works well: the most important argument at the top, details below. Here is a skeleton worth starting from and then testing.

• Module 1: a hero with one main benefit. A large lifestyle image plus a short headline that says who the product is for and what problem it solves. Not a description, a promise.
• Module 2: the three most important features as benefits. An infographic or image with text, where each feature is translated into a benefit for the user, not a technical spec.
• Module 3: proof of use. A photo of the product in context, scale, what is in the set, how it is used. This is where you disarm the most common doubts.
• Module 4: an in-brand comparison table. Your variants or products side by side, so the buyer chooses within your range rather than leaving. It is the simplest cross-sell in A+.
• Module 5: Brand Story or a trust block. Who you are, why the brand is worth trusting, warranty, support.

Four principles that run through every module:

• Mobile-first. Most Amazon traffic is on phones. Check the mobile preview: is the text on the graphics legible, do the modules stack cleanly one below another, is anything cut off.
• Visual consistency. One palette, one typography, one photo style within the brand. The page should look like a brand, not a pile of loose files.
• Accessibility and the "image keywords"/alt field. Add a genuine alternative description to every graphic. It serves accessibility above all and describes what is in the image. Treat it descriptively, not as a bag for keywords, because keyword stuffing raises the risk of the module being rejected in moderation.
• Text outside the graphic. Keep key content as editable module text, not "baked" into the image. Text on a graphic is unreadable for assistive technology and hard to update.

What A+ Content will not do

This is where the wrong assumption most often creeps in, so let us say it plainly. A+ Content is not a lever for visibility in Amazon's search engine. Amazon's internal algorithm bases ranking on the title, the bullets and structured product data, and on backend search terms. The text of A+ modules does not feed that index and does not replace the keyword fields. If a product does not show up for the right terms, A+ will not fix it. That is fixed by solid title and bullet optimisation and by your position in the fight for the Buy Box, not by a prettier description section.

Two distinctions worth keeping in mind:

• Content "baked" into an image is invisible to the search engine and to moderation. If a selling argument exists only on a graphic, the algorithm cannot "read" it. That is why you repeat the key things in the page's text fields.
• Google is not the same as Amazon's search engine. Google's external crawler can index the page content including A+ text and alt descriptions. That can be a plus for visibility in Google, but it does not change how ranking works inside Amazon.

A+ also will not replace operational decisions: the choice of a logistics model such as Amazon FBA, your price level or product availability. It is a layer of persuasion at the very end of the path, not the foundation of the offer.

How to measure the impact on sales

Do not guess, test. Amazon provides Manage Your Experiments, a tool that lets you run an A/B test of two versions of A+ Content on the same page and compare their impact on sales and conversion rate.

The conditions are usually these: the ASIN must belong to your brand, the page must have enough traffic, and A+ or Brand Story must already be published. Run the test to statistical significance; in practice that usually means a few weeks, not a few days.

In Amazon's own materials A+ Content is presented as a tool that lifts conversion, but the specific percentage figures that circulate in the industry are rough benchmarks, not guarantees. Your real result is settled only by a test on your own assortment and your own price. So instead of promising yourself "an X percent uplift", plan the experiment and measure it on your account.

Common mistakes in A+ Content

• Ornaments instead of arguments. Pretty graphics with no clear benefit do not sell. Every module should answer a specific doubt.
• A wall of text on an image. Illegible on a phone, invisible to moderation and assistive technology, hard to update.
• No comparison module. Without a table the buyer compares you with the competition off your page. With a table they compare your variants against each other.
• Treating A+ as SEO. Stuffing phrases into module text and alt fields instead of improving the title, bullets and backend search terms.
• Publishing with no test. Uploading A+ and leaving it for years without checking whether another version sells better.

If creating and optimising pages is a bottleneck for you, this is exactly what we handle at Amazonway within the Waypoint framework. In marketplace account management we produce the photos, infographics and A+ content, and then test them through Manage Your Experiments. We do not promise a specific conversion uplift up front, because honestly only an experiment on your account settles it. If you are also building your own D2C store alongside Amazon, it is worth carrying the same brand visual language across both channels, so the customer recognises you wherever they buy.

Want to sharpen your A+ and measure the effect

If you need help with module layout, graphics and A/B tests, get in touch. We will suggest where to start with your assortment.

FAQ

Is A+ Content paid?

Basic A+ is free for eligible brands, that is, those with a Professional account and Brand Registry enrolment. Premium A+ also has no publishing fee once the access conditions are met; the real cost is the work on graphics and content. As of July 2026, verify in Seller Central.

Does A+ Content improve ranking in Amazon's search engine?

Not directly. The text of A+ modules does not feed Amazon's internal index and does not replace keywords in the title, bullets and backend search terms. A+ lifts conversion, not visibility for search terms.

How does A+ Content differ from Brand Story?

Brand Story is a horizontal "From the brand" module shown on all your pages and linked to the Brand Store. Ordinary A+ modules are tied to a single page and describe a specific product. Publishing Brand Story on all ASINs is one of the conditions for Premium A+ access.

How do I check whether A+ genuinely increases sales?

Through Manage Your Experiments: you run an A/B test of two A+ versions on the same page and compare conversion. The test needs your own brand ASIN and enough traffic, and you run it to statistical significance.

Is it worth putting keywords in the alt descriptions of graphics?

The alternative description serves accessibility above all and should genuinely describe the image. Stuffing phrases raises the risk of the module being rejected and is no substitute for proper optimisation of the page's text fields.