How Amazon A+ Content Builds Brand Trust & Boosts Sales
✅ Quick Answer
Amazon A+ Content (formerly Enhanced Brand Content, or EBC) replaces plain-text descriptions with rich, branded modules — brand story, comparison charts, and infographics. For Brand-Registered sellers it builds trust, reduces returns, and can increase conversions by 5–20%.
In a marketplace filled with generic products, establishing a strong brand identity is crucial. Amazon A+ Content (formerly Enhanced Brand Content or EBC) provides Brand Registered sellers with a unique opportunity to build brand narrative, outline core values, and boost sales.
1. Visually Rich Brand Storytelling
Standard description sections only allow plain text, which shoppers rarely read. A+ Content allows you to split descriptions into rich visual layouts using customized modules. You can display comparison charts, banner images, and close-ups that outline your brand values.
Using structured imagery along with short paragraphs helps capture attention and builds a premium brand experience that drives customer retention.
2. Highlighting Key Unique Selling Points (USPs)
With clear infographic layouts, you can answer the customer's questions before they ask them. Detail material specifications, sizing charts, usage instructions, or package contents clearly. This visual display cuts down on confusion, preventing negative reviews and returns.
3. Cross-Selling via Product Comparison Tables
One of the most powerful features of A+ Content is the comparison module. It allows you to display other products in your catalog, helping buyers find the perfect fit and cross-promoting your items directly on your active listings.
Cross-Selling Statistics:
Comparison charts reduce catalog bounce rate. Up to 15% of shoppers click on comparison links, redirecting them to a higher-tier product in your own catalog rather than clicking a competitor's sponsored ad.
4. Boosting Organic Conversion Rates
Amazon's data shows that adding A+ content can increase conversion rates by 5% to 20%. Increased conversions signal to Amazon's algorithm that your listing is highly relevant, boosting your organic search visibility over time.
Do You Need Brand Registry for A+ Content?
Yes. Amazon A+ Content is only available to sellers enrolled in Amazon Brand Registry, which requires an active registered trademark. If you are not yet enrolled, securing your trademark and completing Brand Registry is the first step — it also unlocks Brand Story, Sponsored Brands ads, and the Brand Analytics tools that make your A+ Content far more effective.
Best Practices for A+ Content:
- Use high-resolution 970 x 600 px banner images.
- Avoid putting text within images; write HTML text for proper screen-reader and mobile SEO indexing.
- Include comparison charts with active ASIN links to cross-sell variations.
Frequently Asked Questions
Does Amazon A+ Content increase sales?+
Yes — Amazon reports an average lift of around 5.6%, and many brands see more. A+ Content improves conversion and can reduce returns by setting clearer expectations with images and comparison charts.
Is A+ Content the same as EBC?+
Yes. 'EBC' (Enhanced Brand Content) was the term for third-party sellers; Amazon unified everything under 'A+ Content' in 2019. It requires an approved Brand Registry.
Do I need Brand Registry for A+ Content?+
Yes — A+ Content is only available to sellers enrolled in Amazon Brand Registry with an approved trademark.
Jashedul Islam Shaun
Founder & CEO of 3S-SOFT with 8+ years in eCommerce operations, marketplace listing optimization, and full-stack development. He leads a global team helping Amazon, Shopify, and marketplace sellers grow. More about the team.
