Web-based software suite to start & grow your Amazon business
Analyze marketplace data while browsing Amazon
A SaaS platform for global voice of customer and product research
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TL;DR: Amazon A+ Content (formerly EBC) is a powerful tool for Brand Registry sellers to replace text-only descriptions with rich visuals, driving higher conversion rates and reducing returns through immersive storytelling.
Note on marketplaces: This guide is specifically optimized for the US market, focusing on consumer psychology and technical standards for Amazon.com.
Amazon A+ Content, formerly known as Enhanced Brand Content (EBC), is a feature that allows brand owners to create visually rich product descriptions on their Amazon listings. Unlike the standard text-only product description, A+ Content allows for high-definition images, comparison tables, bulleted feature lists, and custom layouts. This is a fundamental pillar of Amazon SEO and Listing Optimization, as it helps retain customer attention and provides the information necessary to convert a browser into a buyer.
To access A+ Content, sellers must be enrolled in the Amazon Brand Registry. This program is designed to help brands protect their intellectual property and gain access to advanced marketing tools. Once registered, professional sellers and vendors can apply A+ Content to any ASIN within their approved brand catalog. In the US market, having Brand Registry is no longer just an advantage; it is a necessity for competing against established private labels and national brands.
The primary goal of A+ Content is Conversion Rate Optimization (CRO). By addressing common customer questions and objections through visuals, you reduce the "friction" of the buying process. For instance, if you sell a complex electronic device, using a module that breaks down technical specs with icons can be more effective than a wall of text. Sellers often see a significant decrease in negative reviews and returns because A+ Content sets more accurate expectations for the product.
Meeting Amazon's technical requirements is critical to ensure your content is approved quickly and looks professional. Standard A+ Content typically uses images with a width of 970 pixels. However, for the modern mobile-first shopper, it is essential to design with mobile responsiveness in mind. Images should be high-resolution (300 DPI), and text within images must be legible on smaller screens. Using the "Premium A+ Content" tier, which is often granted to brands that have used standard A+ on at least 15 ASINs with high approval rates, allows for even larger images (1464px) and interactive elements like video and hover-over hotspots.
One of the most underutilized features of A+ Content is the Standard Comparison Table. This module allows you to showcase other products in your brand's catalog directly on your competitor-facing product page. This serves two purposes: first, it keeps the customer within your brand ecosystem even if the current product isn't the perfect fit; second, it provides an easy way to up-sell to higher-priced models or cross-sell complementary accessories. For a deeper dive into creating these layouts, check out our guide on how to create Amazon A+ Content.
When designing for US consumers, emphasize benefits over features. Instead of just stating a material is "waterproof," show an image of the product being used in a rainstorm with a caption like "Stay Dry in Any Weather." Use lifestyle photography that reflects the target demographic to build an emotional connection. Furthermore, ensure your brand story module highlights your company's values, as modern US shoppers are increasingly loyal to brands that align with their personal ethics and quality standards.
A+ Content improves conversion rates by visually answering customer questions, reducing perceived risk, and building brand authority. It allows private label sellers to showcase product quality and brand story in a way that standard text descriptions cannot, often leading to a 5-20% boost in sales.
Standard A+ modules generally require a width of 970 pixels. Common sizes include: Full Header (970 x 600px), Standard 3-image module (300 x 300px), and Comparison Table images (150 x 300px). Premium A+ Content uses wider images, typically 1464 pixels wide.
Yes, the Comparison Table module is specifically designed for cross-selling. You can list up to 5-6 alternative or complementary products from your brand, allowing customers to compare features and click directly through to those other listings.
By SellerSprite Success Team
The SellerSprite Success Team consists of Amazon FBA experts and data analysts dedicated to helping sellers master the marketplace through data-driven SEO and conversion strategies.
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