A+ Content (Enhanced Brand Content)
The module-based rich content section that replaces the plain product description for Brand Registry sellers.
Why it matters
A+ Content lets you use comparison charts, lifestyle imagery and formatted copy in the lower half of the detail page. Amazon's own reporting puts the typical conversion lift in the mid single digits to low teens, and it is free to any registered brand, which makes it one of the highest-return hours you can spend on a listing.
In practice
Two details matter. Standard A+ text is not indexed for search, so treat it as a conversion asset rather than a ranking one, but always fill the image alt text, which is read. And the comparison chart module is quietly one of the most valuable placements on Amazon, because it puts your other ASINs in front of a shopper already on your page.
Brand Story is a separate module set that appears above A+ and carries across your catalog.
Related terms
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