Frequently Asked Questions.

What is Amazon Enhanced Brand Content and How To Get It?

Amazon Enhanced Brand Content (EBC), officially known as A+ Content, is a feature available to brand-registered sellers that allows them to enhance their product detail pages and add multimedia rich content in the form of additional visuals, formatted text, and branded storytelling elements. 

EBC gives sellers the ability to present their products in a more engaging, informative, and structured way instead of simply relying on plain texts, long descriptions, and repetitive bullet points..

EBC is designed to help brands communicate their value and differentiate their products. This is particularly useful in competitive categories where multiple listings offer similar features or price points. 

What EBC Offers?

With EBC, sellers can use modules such as lifestyle images, comparison charts, banners, and narrative sections to build trust and guide purchase decisions more effectively.

From a performance point of view, well-executed A+ Content has shown to improve conversion rates and reduce return rates by giving shoppers clearer and complete information. 

While it doesn’t directly impact organic rankings, it plays a critical role in post-click engagement, making it a valuable tool for any brand looking to build credibility and increase sales.

Who Can Access Enhanced Brand Content?

To access Enhanced Brand Content, sellers must first be enrolled in the Amazon Brand Registry. This requires a registered trademark for the brand name and an active Seller Central account. 

Once registered, sellers can access the A+ Content Manager in Seller Central under the “Advertising” tab.

How to Create Enhanced Brand Content?

The process of creating EBC is simple. Amazon offers several pre-built content modules that can be customized with images and copy. These include feature lists, product highlights, and comparison charts, allowing for a flexible approach to presenting product information. 

Sellers can build the layout themselves or collaborate with a content team or agency to handle the design and copywriting for a more polished result.

Once the content is created, it must be submitted for review by Amazon. The review process typically takes a few business days, and as long as the content meets Amazon’s guidelines, it’s usually approved without issue.

At Krolog, we often advise clients to treat A+ Content as an extension of their brand presence. We believe in delivering useful and relevant information in a visually coherent way. For example, instead of repeating information already found in the title or bullet points, use A+ Content to address common customer questions, highlight differentiators, or show the product in real-world use.

While EBC is optional, it’s observed as a basic standard for professional brands on Amazon. Shoppers today are wiser and appreciate extra details and visual context offered by A+ Content.

In short, Enhanced Brand Content is an opportunity to elevate your product presentation and bring more structure and storytelling to your listing. For brands that take the time to do it well, it often translates into stronger engagement and higher conversion rates, both of which are essential for sustained success on Amazon.