A+ Content
Also known as: A Plus Content, Enhanced Brand Content, EBC
A+ Content is enhanced product-description formatting — image modules, comparison charts, and rich text — available to Brand Registry sellers to replace the plain bullet description.
A+ Content (formerly Enhanced Brand Content) lets brand-registered sellers replace the standard plain-text product description with a layout of image banners, formatted text blocks, comparison charts, and FAQ modules. It renders in the "From the manufacturer" / "Product description" section of the listing.
Amazon reports that A+ Content can increase conversion by helping shoppers understand the product and reducing returns from mismatched expectations. Basic A+ Content is free to eligible brands; Premium A+ (A++) adds video, interactive modules, and larger images and is offered to qualifying brands at no cost.
A+ Content text is NOT indexed for search, so it does not directly affect keyword ranking — its value is conversion and brand storytelling, not discoverability. Use backend keywords and the title/bullets for indexing instead.
A brand adds a comparison chart A+ module showing its 32oz, 24oz, and 16oz bottle variations side by side, plus a lifestyle banner. Conversion rate on the listing rises from 11% to 14% over the following month.