What is A+ Content and how can it improve conversion rates?

Introduction

If you’ve ever scrolled through a premium-looking Amazon listing filled with brand visuals, lifestyle shots, and comparison charts — that’s A+ Content.

A+ Content transforms your product detail page from text-heavy to brand-rich. It’s where trust is built, value is communicated, and customers decide whether to buy from you or a competitor.

For most Amersify clients, implementing A+ Content increases conversion rates by 5–15% — and in crowded categories, it’s often the deciding factor between average and exceptional performance.

1. What Is Amazon A+ Content?

A+ Content is a feature available exclusively to Brand Registered sellers, allowing you to replace the basic product description with rich, visual modules such as:

• Lifestyle photography

• Feature icons

• Comparison tables

• Brand storytelling sections

• Technical specification layouts

📝 Note: Enhanced Brand Content (EBC) was Amazon’s old term for this feature. It’s now fully merged into the A+ Content system — the name EBC is no longer officially used.

A+ Content now exists in two forms:

• A+ Standard Content – Free and available to all Brand Registered brands.

• A+ Premium Content – An advanced version unlocked automatically once eligibility criteria are met.

💡 Amersify Tip:

A+ isn’t just a design feature — it’s a trust multiplier. On Amazon, how your listing looks directly influences how legitimate customers think your brand is.

2. Why A+ Content Matters for Conversion

Amazon’s internal data shows that listings with A+ Content convert between 5–20% higher than those without.

It works because it helps you:

• Build credibility through visuals and storytelling.

• Reduce purchase friction by answering common objections visually.

• Differentiate your brand when competitors all look alike.

💡 Amersify Tip:

Think of A+ Content as the modern-day “sales assistant” — it educates and reassures shoppers when no one else is there to do it.

3. Standard A+ Content vs. Premium A+ Content

How to Qualify for Premium A+ Content

Premium A+ is not based on reviews, sales, or account size — it’s unlocked automatically when your brand meets Amazon’s internal usage requirements:

1. You must have Brand Story content live on all brand-owned ASINs.

2. You must have five or more approved A+ Content projects within the last 12 months.

3. Once these are achieved, Amazon auto-enrols your brand in the next eligibility cycle (usually monthly).

💡 Amersify Tip:

You can’t “apply” for Premium A+. Focus on publishing consistent, high-quality A+ Content and ensuring every ASIN carries your Brand Story — that’s what triggers automatic access.

Why Premium A+ Matters

Premium A+ gives your listings a richer, more immersive brand experience with advanced design modules, embedded video, and responsive layouts.

Brands that use Premium A+ often see an additional 8–15% uplift in conversion beyond Standard A+.

4. The Key Components of Great A+ Content

Whether you’re using Standard or Premium A+, the structure that converts best includes:

• Hero Banner: Branded imagery or tagline for instant recognition.

• Feature Tiles: 3–5 visual modules focused on key benefits.

• Lifestyle Photography: Real-world context showing your product in use.

• Comparison Chart: A simple, visual way to cross-sell related ASINs.

• Brand Story Section: Reinforces your mission, values, or craftsmanship.

💡 Amersify Tip:

Design for mobile first. Over 70% of Amazon’s traffic is mobile, and poorly optimised images or stacking will crush your conversion rate.

5. The Process to Create A+ Content

Step 1: Ensure Brand Registry Access

You can’t use A+ Content without Brand Registry. File your trademark and enrol if you haven’t already.

Step 2: Open the A+ Content Manager

In Seller Central:

• Go to Advertising → A+ Content Manager

• Click Start creating A+ Content

• Choose your modules

Step 3: Build and Upload Assets

You’ll need:

• Benefit-led copy (40–80 words per module)

• High-resolution images (970x300px minimum, 72dpi+)

• Alt text for accessibility and internal indexing

Step 4: Submit for Review

Amazon reviews A+ Content manually (usually 24–72 hours).

Avoid restricted terms like pricing, discounts, or guarantees to ensure smooth approval.

6. Best Practices for Conversion-Driven A+ Content

✅ Lead with emotion, close with clarity. Start with lifestyle imagery, then detail the benefits.

✅ Keep text short and benefit-focused. Shoppers scan, they don’t read.

✅ Invest in strong visuals. Poor design signals low trust, regardless of quality.

✅ Use comparison charts to cross-sell. It’s one of the simplest ways to increase basket size.

✅ Test and refine. Update your A+ layout every 6–12 months to stay competitive.

💡 Amersify Tip:

Think of your A+ section as brand storytelling, not product explanation. The goal is emotional trust, not technical detail.

7. Measuring A+ Content Success

To measure performance:

• Go to Reports → Brand Analytics → A+ Content Manager

• Compare Unit Session Percentage (conversion rate) before and after implementation

• Track uplift across multiple ASINs, not just one

If you don’t see a 5%+ improvement after a few weeks, revisit the visuals and clarity of your messaging — most low-performing A+ content suffers from poor image hierarchy or overcomplicated copy.

Frequently Asked Questions

Is A+ Content the same as Enhanced Brand Content?

No. Enhanced Brand Content (EBC) was Amazon’s older version for Seller Central. It’s now completely replaced by A+ Content.

Can I add videos to my A+ Content?

Only with Premium A+ or via your main image stack. Standard A+ doesn’t support embedded video.

How do I qualify for Premium A+?

Premium A+ is automatically unlocked once your brand has a live Brand Story on all ASINs and five approved A+ projects in the last 12 months. It’s not based on reviews, sales, or invite requests.

Does A+ Content improve SEO?

Indirectly, yes. While A+ modules aren’t keyword-indexed, improved conversion rates boost your product’s organic ranking within Amazon’s algorithm.

Related Articles

• How to Create A+ Content That Converts

• How to Optimise Your Amazon Product Listings for SEO

• What Is Amazon Brand Registry and Why Does It Matter?

Summary

A+ Content is no longer optional — it’s the foundation of professional branding on Amazon.

Standard A+ establishes credibility and drives conversion, while Premium A+ elevates your listings with advanced visuals, video, and immersive storytelling.

It’s not about reviews or sales — it’s about consistency, quality, and active brand engagement.

Publish A+ Content across your range, add a Brand Story to every ASIN, and Amazon will unlock Premium A+ automatically.

When done right, A+ Content doesn’t just sell products — it sells your brand story.