What is A+ Content?
Amazon A+ Content (previously called Enhanced Brand Content for third-party sellers) is a feature available to brand-registered Amazon sellers that allows them to replace the standard text-only product description with rich, visual content including enhanced images, comparison charts, brand story modules, feature callout graphics, and formatted text sections.
Why It Matters
Amazon’s own data shows that high-quality A+ Content can increase conversion rates by an average of 3–10%. It also reduces return rates by setting clearer product expectations, builds brand equity within Amazon, and provides content that educates buyers enough to reduce negative reviews from misunderstandings. For competitive categories, A+ Content is a necessity, not a luxury.
How It Works
A+ Content is created in Amazon’s Brand Content Manager within Seller Central. Sellers choose from standardized layout modules — header images, feature comparison charts, image-text pairs, sidebars, and Q&A sections — and populate them with copy and imagery. Premium A+ Content (available to sellers meeting eligibility requirements) adds video modules, hotspot images, and interactive carousels. Mobile optimization is critical since the majority of Amazon purchases are made on mobile devices.
Real-World Example
A supplement brand creates A+ Content for their magnesium complex: Module 1 shows a lifestyle hero image with ‘Made in the USA, NSF Certified’ badge overlay. Module 2 uses a comparison chart showing their product vs. competitors’ formulations. Module 3 explains the benefits of each magnesium form in the blend. Module 4 tells the brand story. Conversion rate increases from 11.2% to 15.8% after publishing.
