Amazon A+ Content is a set of modules on the product page where a brand shows images, short text, comparison charts and, in the Premium version, video and carousels instead of a wall of text. It is free, but only for sellers with a Professional account and a brand role in Amazon Brand Registry. In Seller Central it used to be called Enhanced Brand Content (EBC). Other platforms call the same idea rich content or rich media: Walmart has product videos and Brand Highlights, and in your own store you build it in the HTML description.
Two mistakes cost the most: ordering rich content for the whole catalog, although it pays off only on products that already sell, and expecting it to do the job of good photos and complete specs. Below: what A+ Content is, Amazon's requirements and rules, Basic vs Premium, what Walmart and Etsy offer, a payback formula and the free steps to take first.
When sellers start searching for A+ Content
A seller usually sees a competitor's Amazon listing with large images, icons and a comparison chart under the bullet points, or gets an agency offer for "A+ design". They search "what is A+ Content", then ask who is eligible, what it costs and whether it actually lifts sales.
The key question is not "how to make it" but "for which products". A+ Content helps a shopper who has already opened the product page. If nobody opens the page, the title, main image and price will help; a richer description will not.
What A+ Content is and how it differs from a plain description
A plain description is text. A+ Content is a visual page inside the product page, built from ready-made modules in A+ Content Manager. Between them sits a middle option available almost everywhere: a description split into sections with headings, lists and photos, which you make yourself at no extra cost.
What rich content usually includes:
- Images: the product on its own, views from several sides, the product in use, close-ups.
- Infographics and feature icons: specs and benefits shown as pictures, not paragraphs.
- Video: the product working, assembly, how to use it.
- Comparison charts: this model next to other models from the same line.
- Short text blocks: one heading and two or three sentences next to each image.
An A+ Content example for an electric kettle (illustrative example): a wide banner with the kettle in a kitchen, three icons for capacity, boil time and auto shut-off, an image with callouts to the filter and the water window, and a chart comparing three kettles of the same brand. Each block answers one question the shopper would otherwise ask in a review or settle with a return.
Rich content works where a product needs explaining: appliances with several modes, cosmetics with an order of use, products compared with alternatives. For a simple product the shopper already knows (a cable, a towel), a good description and photos are enough — how to write one is covered in how to write product descriptions.
Amazon A+ Content: requirements, Basic vs Premium and rules
Who can use it. According to Amazon, you need a Professional selling account ($39.99 a month plus selling fees) and a brand role in Amazon Brand Registry; Amazon also lists generic products in your catalog as eligible. A+ Content can be applied only to brand-owned ASINs. A+ Content itself is free for eligible sellers.
Brand Registry. Enrollment is free. Amazon asks for a pending or registered trademark for the brand name or logo from a government trademark office in a country with an Amazon store, and a logo with the brand name permanently affixed to the products or packaging.
Where to find it. In Seller Central: Advertising → A+ Content Manager.
| Parameter | Basic A+ | Premium A+ |
|---|---|---|
| What it adds | Images and text describing key features | Larger images, videos, clickable image or video carousels |
| Sales effect stated by Amazon | "Up to 8%" | "Up to 20%" when well implemented |
| Cost | Free for eligible sellers | Free for eligible sellers |
The "up to 8%" and "up to 20%" figures are Amazon's internal data, not an independent study, and "up to" means a ceiling, not an average. Next to A+ modules Amazon offers a Brand Story: a section about the brand's story, values and mission shown across all its product pages.
Content rules. Amazon's own guidance for sellers: no blurry or low-quality images, no promotional words such as "cheap", "bonus" or "free", no links that take shoppers outside Amazon, and text checked for grammar and spelling.
Testing. Brand representatives can A/B test A+ Content with Manage Your Experiments, but only on products that have had enough traffic in recent weeks. If a product does not have the traffic for a test yet, it is usually too early to spend on Premium design for it. How the listings themselves get to Amazon from your catalog is covered on the Amazon integration page.
Rich content on Walmart, Etsy and your own store
| Platform | Format | Who can add it |
|---|---|---|
| Amazon | A+ Content: modules with images, text and charts; Premium adds video and carousels | Professional account with a Brand Registry brand role |
| Walmart | Rich media: product video; Brand Highlights with images, video and text | Video — all sellers; Brand Highlights — brand owners registered in Brand Portal |
| Etsy | Photos, up to 2 videos and a text description | Any seller |
| Your own store | HTML description with any blocks the theme allows | You |
Walmart. Rich media is uploaded through the Media Library in Seller Center. Product video is open to all sellers. Brand Highlights combine images, video and text to tell the brand story and are available to brand owners registered in Walmart Brand Portal with no recorded IP or Trust and Safety violations. Rich media is restricted for some product types, including alcohol, tobacco and firearms.
Etsy. There is no module builder. The visual part of a listing is photos and up to 2 videos of 3–15 seconds, up to 100 MB each, shown without sound. Here the photos are the rich content — see how to optimize product images so they stay sharp and load fast.
Your own store. No platform limits, only your theme and the shopper's phone. Check how the blocks stack on a narrow screen: two columns usually turn into one, and text baked into an image becomes unreadable.
When A+ Content pays off: the formula
Rich content pays off when the extra sales of a product cover its cost. How many sales that takes:
Sales to break even = cost of the rich content ÷ profit from one sale.
Illustrative example for the arithmetic, not market prices. A+ design for one product costs $1,200, and after the cost of goods and Amazon fees one sale leaves $40. $1,200 ÷ $40 = 30, so you need 30 extra sales — extra, meaning sales that would not have happened without the new content.
Three conclusions follow:
- Order A+ design for products that already sell steadily. If a product sells twice a month, 30 extra sales will not add up even in a year.
- On pricier products the bar is lower. At $150 profit per sale, 8 extra sales are enough.
- Count profit after fees, not markup. How to do it — in how to calculate product markup.
If you build the modules yourself, the cost is your time: hours of work multiplied by what an hour is worth to you. A+ Content Manager is free, but someone still has to make the images.
What to do yourself before ordering rich content
Things that cost nothing and affect sales more than a rich description:
- Sectioned description. Headings that follow the shopper's questions, a list of benefits, what is in the box and dimensions. That is already the structure of rich content, just with fewer images.
- Photos from all sides. The main image is the product alone on a light background, then side and back views, details and the product in use. How to shoot them with a phone — in product photos without a studio.
- Full specs. Every attribute filled in so the product shows up in filters: without them nobody finds the page, however good its description is.
- Product video. A short clip of the product working, for your store and for platforms that accept video. How to film it — in product video on a phone.
When you have hundreds of products: descriptions and images for the whole catalog
A+ Content gets made for a dozen bestsellers, while the hundreds of other products still need a full description, photos and specs — in the store and in marketplace feeds. By hand that is weeks of work for every batch of new arrivals.
Elbuz does this part: product content enrichment finds specs and photos on the source sites you choose, AI writes missing descriptions in bulk for a category or the whole catalog without overwriting texts written by hand, and AI Media Studio turns an existing product photo into new shots, banners and a short product video. What Elbuz does not do: it does not replace the designer of A+ modules for your bestsellers — A+ modules and Brand Story are built in A+ Content Manager in Seller Central.
Fill product pages with ElbuzDescriptions, images and specs for the whole catalog, 14 days free
Frequently asked questions
What is A+ Content on Amazon?
A+ Content is the section of an Amazon product page below the bullet points where a brand adds modules with images, text and comparison charts instead of a plain description. Premium A+ adds larger images, video and carousels.
Who can use Amazon A+ Content?
According to Amazon, a seller with a Professional selling account and a brand role in Amazon Brand Registry. A+ Content applies only to ASINs of a brand you own.
How much does A+ Content cost?
Amazon does not charge for A+ Content itself: it is free for eligible sellers. You pay for the Professional account ($39.99 a month plus selling fees) and for whoever makes the images.
What is the difference between Basic and Premium A+ Content?
Basic A+ Content combines images and text to describe features. Premium A+ Content adds larger images, videos and clickable image or video carousels.
Does A+ Content increase sales?
Amazon says Basic A+ Content can increase sales by up to 8% and well-implemented Premium A+ Content by up to 20%, based on its internal data. Whether it pays off for you depends on cost divided by profit per sale — see the formula.
Is A+ Content the same as Enhanced Brand Content?
Yes. Enhanced Brand Content (EBC) is the older name of the same feature for sellers; today Amazon calls it A+ Content.
Is there something like A+ Content on Walmart and Etsy?
Walmart lets all sellers add product videos and lets registered brand owners add Brand Highlights with images, video and text. Etsy has no module builder: a listing gets photos, up to 2 short videos and a text description.
Sources
- Amazon, "A+ Content": eligibility (Professional account, Brand Registry role, generic products), brand-owned ASINs only, free for eligible sellers, $39.99/month plan, Basic vs Premium, "up to 8%" and "up to 20%" from Amazon internal data, Brand Story, A+ Content Manager location — sell.amazon.com/tools/a-content.
- Amazon, "Brand Registry": free program, pending or registered trademark, trademark office in a country with an Amazon store, logo on products or packaging — sell.amazon.com/brand-registry.
- Amazon, "Manage Your Experiments": A/B tests of A+ Content, eligibility and traffic requirement — sell.amazon.com/tools/manage-your-experiments.
- Amazon Seller Forums, "Enhanced Brand Content is now called A+ Content!" — sellercentral.amazon.com/forums.
- Amazon Global Selling blog, "Amazon A+ Content: meaning, benefits, tips, and guidelines" (30.03.2022): no low-quality images, no promotional words, no external links — sell.amazon.in.
- Walmart Marketplace Learn, "Product detail page: rich media" (updated 19.10.2026): video for all sellers, Brand Highlights for Brand Portal brand owners, Media Library, restricted product types — marketplacelearn.walmart.com.
- Etsy Help, "How to Add a Listing Video": up to 2 videos, 3–15 seconds, 100 MB, no audio — help.etsy.com.
Checked 01.11.2026.
Sara Miller
Sergey, cool topic! On Amazon, when using video reviews, conversion increased by 20% 📈.