Amazon gives sellers access to several self-service marketing tools. This one remains among the most profitable: A+ Content (formerly EBC, Enhanced Brand Content), which lets you enrich a product page well beyond a standard description.
What is A+ Content, and what results does it deliver?
A+ Content lets you customise a product page using modules (images, rich text, comparison tables). Available on both Seller Central and Vendor Central, with a Premium version on Vendor.
2025 figures confirm its impact: an A+ page can generate +17% conversion rate, with a 60-day measured effect also showing +12% repeat purchase. With more advanced optimisation (targeted lifestyle imagery, readable comparison tables, brand storytelling), observed conversion gains climb to 15-20%, and up to 20-30% for brands using the newest formats (video, carousels). Conversely, pages limited to static visuals see their performance stagnate.
One module stands out in particular: the comparison table, which reduces purchase hesitation and improves conversion by 8 to 12% on average.
A+ also improves organic search visibility: on Vendor, Amazon factors these pages into IDQ (Item Data Quality), the metric that scores the overall quality of your product pages.
How do you create an A+ page?
You first need to be enrolled in the Amazon Brand Registry.
- On Seller: the « Advertising » tab.
- On Vendor: the « Marketing » tab.
Tip: add relevant keywords to your images’ alt text. This improves search ranking and accessibility for screen readers.
After submission, allow around 7 business days for approval. The content can be edited or removed at any time.
The Premium version, to go further
The paid version adds further modules: videos, image carousels, enriched comparisons. These are precisely the levers driving the highest conversion gains today.
In short: at a time when the average conversion rate on Amazon sits around 10-11% across all sectors (climbing to 15-30% for Prime/FBA products), neglecting your A+ page means leaving several conversion points on the table. The same principles of reassurance and clarity apply to any e-commerce purchase funnel, not just on Amazon.
Agathe Blaise
Sources: Amazon A+ Content Guide 2025 – Amify, Amazon Conversion Rate Guide – SellerMetrics.