Amazon A+ Content: modules, image specs and approval rules

A+ Content is Amazon's name for the rich description area on a product detail page. Sellers knew it as Enhanced Brand Content (EBC) and vendors as A+; Amazon now uses A+ Content for both. Instead of one block of plain text, you combine modules: a header image with text, image and text pairs, a comparison chart of your own products, and on Premium pages video and interactive modules.

A+ sits below the title, bullet points and buy box, in the product description area, so it works for shoppers who scroll to compare details. It does not replace your title, your bullet points or your main images, which still carry search visibility and the first impression. Many brands also add a Brand Story, a separate carousel about the brand that Amazon shows above the A+ modules.

Basic A+ is free for eligible brands. You publish it per ASIN or apply one A+ document to several ASINs that share a range, and each marketplace and language needs its own approved version.

On Seller Central, A+ Content is for brand owners enrolled in Amazon Brand Registry, and for agencies or sellers the brand owner has given access. Brand Registry needs an active registered trademark, or in some countries a pending application, for the brand name on your products or packaging. A reseller of another company's brand cannot add A+ to that brand's ASINs.

On Vendor Central, vendors create A+ for the products they sell to Amazon. In both cases you find the editor under A+ Content Manager, and every submission goes through Amazon's review before it appears on the page. Review usually takes several days, and a rejection lists the reason per module.

Basic A+ is what most brands start with. Premium A+ adds wider images, more modules and interactive formats. Amazon decides which brands qualify for Premium and shows it in A+ Content Manager when you do; the requirements have changed several times and include a published Brand Story and a record of approved A+ submissions, so check the current conditions there rather than relying on an old blog post.

Every image slot in A+ Content Manager shows the pixel size it expects. Upload at that exact size: Amazon scales other sizes, and scaled images with text in them turn soft on phones, where most shoppers see A+. Use JPG or PNG, keep text inside images large enough to read on a small screen, and fill in the image keywords (alt text) for every image, which Amazon limits to 100 characters.

These are the sizes of the most used Basic modules and the Premium full-width image. Amazon adds and renames modules now and then, so treat the editor as the final word.

A+ text is reviewed against Amazon's A+ Content guidelines, and most rejections come from wording, not design. Write about the product, its materials, its use and how it differs from your other products, and leave anything about price, delivery or the seller out.

When Amazon rejects A+ Content, A+ Content Manager marks the document as not approved and gives a reason per module. Fix every module it names and resubmit; a second round with the same problem costs another review cycle.

Every A+ module is built from product data you already have, or should have. The comparison chart is a table of attributes, so it only works when the same attributes are filled in the same way across a range: capacity in the same unit, materials named the same, sizes in one format. Feature modules reuse your key benefits, and image modules need lifestyle and detail images with alt text.

That makes A+ a data problem as much as a design problem. If specifications differ between your webshop, your supplier sheet and Amazon, the comparison chart shows it. If a range sells in five marketplaces, you need the same modules in five languages. Keep the facts in one place, check them per product, and build the A+ documents from that source instead of retyping them per marketplace.