What is A+ Content (EBC)?

A+ Content (formerly Enhanced Brand Content) is the rich-media product description section on Amazon listings, available to brand-registered sellers. A+ replaces the plain-text product description with up to 7 modules of images, comparison tables, and formatted text. A+ presence lifts CVR by an average of 10-30% in our panel data.

Glossary/Platform

A+ Content (EBC)

A+ Content is the rich-media product description module available below the fold on Amazon listings, for brand-registered sellers. The standard A+ tier includes up to 7 modules: hero banner, comparison charts, image grids, branded text blocks, and so on. A+ Premium (invitation-only) adds carousels, video, and interactive comparison tables. The direct A10 weight of A+ presence is small (about 0.05 in our most recent regression, slightly down post-May rewrite). The indirect weight via CVR is much larger: A+ pages convert 10-30% better on average than plain-description pages, and that CVR lift propagates into rank via CVR-14. For sellers above the brand-registry threshold, A+ is rarely an optional decision; the conversion math makes it a default.

Related terms

Amazon Brand Registry →
CVR-14 (14-Day Conversion Velocity) →

← All terms Read the dispatches →