Enhanced Brand Content (EBC) is what Amazon now calls A+ Content: the image-and-text modules that replace your plain product description. You need Brand Registry to use it, publishing is free, and sellers commonly report conversion lifts after adding it. Your only real cost is design.
We have built and submitted a lot of these. I design for mobile first, because most shoppers never see the desktop layout.
Who can use Enhanced Brand Content
Two requirements, and the first stops most people:
- Brand Registry enrolment, which needs a registered, active trademark for your brand.
- Ownership of the ASINs you are adding content to.
No registered trademark, no A+ Content. There is no workaround, no plugin, no agency trick. If you are not enrolled yet, our Brand Registry service handles Amazon and Walmart registration end to end, and trademark registration comes first if you do not hold a mark.
What Enhanced Brand Content costs
Standard A+ Content is free to publish once you are brand registered. Unlike advertising, there is no per-click or per-module fee.
The real cost is design and copywriting: either your own hours, a freelancer, or an agency. Premium A+ Content, the larger interactive tier, is available to qualifying brands and also carries no Amazon publishing fee, though Amazon has offered paid managed-design options to vendors at various times. Check what applies to your account rather than trusting any blog, including this one.
How to publish A+ Content
In Seller Central
- Open Advertising, then A+ Content Manager.
- Choose Start creating A+ Content.
- Name the content internally, something you will recognize in six months.
- Add modules, upload images at Amazon’s stated dimensions, and write the copy.
- Apply the content to your ASINs.
- Submit for review, then wait. Approval commonly takes up to seven days.
We tested both submission paths. Seller Central is the simpler one by a wide margin.
In Vendor Central
Vendors get the same self-service module builder, plus Amazon-managed design services that have historically been offered to larger accounts for a fee. The workflow mirrors Seller Central; the approval queue is the same queue.
The module types worth using
Amazon offers a spread of modules. In practice, four earn their place:
- Comparison chart. The single highest-value module. It keeps shoppers inside your catalog instead of clicking away to compare.
- Image with text overlay. Good for the one benefit that decides the purchase.
- Four-image row. Feature breakdown without a wall of prose.
- Brand story. Carries across your whole catalog, so build it once and build it well.
I’d rather ship four strong modules than seven weak ones. Amazon caps module counts anyway, and a padded layout reads worse on a phone.
Why A+ Content submissions get rejected
Most rejections I see are avoidable in ten minutes of checking. The recurring causes:
- Text baked into images with no equivalent in the module text fields. Amazon cannot read your image, and neither can a screen reader.
- Prohibited claims. Guarantees, medical claims, “best seller”, pricing, or anything about shipping and warranties.
- Competitor or third-party references, including logos you do not own.
- Low-resolution or wrong-dimension images, which is the most common technical fail.
- Contact details or external URLs. No email addresses, no links off Amazon.
Read the rejection reason before resubmitting. We review every one, and it usually saves a week compared with guessing.
What good A+ Content actually does
- Conversion rate. This is the point. Richer pages convert better, and the lift is why the work pays for itself.
- Return rates. Clear specification and sizing content reduces the returns that come from mismatched expectations.
- Organic ranking, indirectly. A+ text is not indexed the way titles and backend keywords are, so treat it as a conversion tool. Better conversion feeds the signals Amazon does rank on.
- Brand consistency across a catalog, which matters more as the catalog grows.
Five practical design rules
- Lead with the objection, not the feature. Read your reviews and answer the doubt that costs you sales.
- One idea per module. Shoppers scan; they do not study.
- Keep text in the text fields, with images carrying visual weight only.
- Use the comparison chart even with a small catalog. Two products beat none.
- Revisit it annually. Products change, competitors change, and stale content quietly underperforms.
Design is where this stands or falls, so if you want it built properly, see our A+ Content design service.
FAQ
Is Enhanced Brand Content the same as A+ Content?
Yes. Amazon renamed EBC to A+ Content, and Premium A+ (sometimes written A++) is the larger interactive tier for qualifying brands. Older guides and plenty of agencies still say EBC.
Does Amazon charge for A+ Content?
Publishing standard A+ Content costs nothing once you hold Brand Registry. Your spend goes on design and copy, whether in-house or outsourced.
How long does approval take?
Usually up to seven days. Rejections come back with a reason code, and a clean resubmission is normally faster than the first review.
Does A+ Content help SEO on Amazon?
Not directly, because the module text is not indexed like your title and backend keywords. It helps indirectly by lifting conversion, which is a ranking input.
Can I add A+ Content to products I do not own?
No. You can only apply it to ASINs under your registered brand. That restriction is the whole point of Brand Registry.
Last updated: August 24, 2026. Amazon changes module rules and eligibility periodically, so confirm current requirements in Seller Central.
