Amazon A+ Content, formerly known as Enhanced Brand Content (EBC), is a powerful tool available to brand-registered sellers and vendors to enhance their product listings. It allows you to go beyond a basic text-only product description to create a more engaging, visually-rich, and informative experience for customers.
Key Features and Benefits
A+ Content replaces the traditional product description with a visually appealing layout that can include:
High-Quality Images: Showcase your product from various angles, use lifestyle shots to show it in action, and include infographics to highlight key features and benefits.
Enhanced Descriptions: Use a combination of well-structured text and images to provide in-depth information about your product, its features, and its unique selling points (USPs).
Comparison Charts: Create a clear, visual table that compares your product with other similar items in your catalog. This can help customers make an informed decision and can also be used for cross-selling.
Brand Storytelling: Tell the story of your brand, its mission, and its values to build a deeper connection and trust with your customers.
Videos: Premium A+ Content allows you to embed videos to demonstrate the product in use, provide tutorials, or share your brand’s story.
The primary goal of A+ Content is to increase conversion rates, reduce customer returns by providing clear product information, and build brand loyalty. It creates a more professional and trustworthy brand presence on Amazon.
Basic vs. Premium A+ Content
Amazon offers two tiers of A+ Content:
Basic A+ Content: This is the standard version available to all brand-registered sellers. It provides a variety of modules to create a rich product description with images, text blocks, and comparison charts.
Premium A+ Content: This is an upgraded version that offers more interactive and dynamic features, such as larger image sizes, video modules, clickable carousels, and enhanced comparison tables with “add to cart” buttons. Premium A+ is currently free for eligible sellers who meet specific criteria.
Eligibility and Requirements
To be able to create A+ Content, you must be a brand-registered seller or a vendor on Amazon. The content you create must also adhere to Amazon’s strict guidelines.
To be eligible for Premium A+ Content, a seller generally needs to have:
A published Brand Story module on all of their brand-owned ASINs.
A minimum number of approved A+ Content projects (e.g., at least five) in the last 12 months.
How to Create A+ Content
You can create and manage your A+ Content through the A+ Content Manager in your Amazon Seller Central account. The process generally involves:
Enrolling in Brand Registry: This is the essential first step.
Accessing the A+ Content Manager: Go to the “Advertising” tab and select “A+ Content Manager.”
Planning Your Content: Determine the key message you want to convey and select the modules that best tell your product and brand story.
Uploading and Submitting: Upload your images, videos, and text, then submit the content for Amazon’s review. Amazon will review it to ensure it meets all guidelines, which can take a few days.
