Short version: "Enhanced Brand Content" (EBC) is Amazon's old name for what's called A+ Content today — Amazon renamed it in 2019 to unify Seller Central and Vendor Central under one tool. If you're searching "EBC," you're looking for A+ Content. This guide covers what changed, which module templates to actually build, a compliant-vs-not example, and how to check your own A+ Content against Amazon's rules before a shopper — or an AI assistant reading your listing — ever sees it.

If you learned Amazon selling a few years ago, or you're reading an older guide, you've probably run into "Enhanced Brand Content" and wondered whether it's the same thing sellers now call "A+ Content." It is. The name changed; the feature — and most of the advice about how to use it well — didn't. Here's the terminology sorted out, plus the module templates, an example of what passes Amazon's rules and what doesn't, and where hiring a designer actually makes sense.

Enhanced Brand Content (EBC) is what Amazon now calls A+ Content

In 2019, Amazon announced in its own Seller Central forums that "Enhanced Brand Content is now called A+ Content" — the same feature, same location in Seller Central (Advertising → A+ Content Manager), just one name instead of two. Before the rename, Seller Central's "Enhanced Brand Content" and Vendor Central's "A+ Content" were run as two separate tools with two separate submission processes, each limited to one SKU at a time. The 2019 change unified them into a single A+ Content Manager available to both sellers and vendors, and let a piece of content be applied across many ASINs at once instead of one by one.

So if a checklist, a course, or a service pitch still says "EBC," it's describing today's A+ Content — nothing about the feature itself needs translating, only the name.

What A+ Content (formerly EBC) actually includes

A+ Content replaces the plain text description on your detail page with modules — blocks that combine images and text: comparison charts, feature callouts, banners, spec tables, and a brand story section. It's available to any Brand Registered seller at no extra cost once enrolled.

There are two tiers. Standard A+ is open to every Brand Registered seller and covers most of the benefit. Premium A+ adds larger images, video, and interactive modules, but Amazon sets additional eligibility requirements on top of Brand Registry to unlock it — start with Standard done well before chasing Premium.

EBC / A+ Content templates: what to actually build

Amazon's A+ Content Manager offers a library of module templates, grouped roughly into these categories. Rather than repeat a specific pixel or character limit here — those vary by module and Amazon has changed them before without much notice — build from these categories and confirm the exact spec for the template you pick inside the upload screen at build time:

  • Comparison chart — a table positioning your product against your own product line. This is the one rule that trips people up most: a comparison chart may only compare your own products, never a competitor's.
  • Image-and-text feature callouts — one image plus a short benefit statement, used to answer a single shopper objection per module.
  • Spec / sizing tables — exact dimensions, weight, capacity, or compatibility, laid out for scanning.
  • Full-width banners and lifestyle imagery — used for visual breaks and brand tone, not for cramming in more claims.
  • Brand story module — a short, consistent block that can run across your whole catalog, telling shoppers who's behind the product.
  • Q&A-style modules — good for the specific, long-tail questions shoppers actually ask before buying.

The templates that convert are the ones built around a real objection, not the ones that just look nice. See our full A+ Content build guide for the module-by-module process and a step-by-step way to prioritize which one to build first.

A compliant vs. non-compliant A+ module — a real example

Amazon's own A+ guidelines block a specific set of claims and formatting choices, and violating them is one of the fastest ways an otherwise well-designed module gets rejected or pulled. Here's the same feature callout written two ways:

Feature callout — non-compliant vs. compliant

Non-compliant: "Guaranteed to last a lifetime — the best travel mug on the market, and an award-winning design." (An unqualified satisfaction guarantee, an unsupported superlative, and an award claim with no date or source — all specifically called out in Amazon's A+ guidelines.)

Compliant: "Built to handle daily drops — aircraft-grade aluminum body, drop-tested to 6 ft, holds 16 oz." (Concrete, checkable specs instead of a guarantee or superlative. Keep warranty terms out of A+ text entirely: Amazon's A+ guidelines bar warranty and guarantee information from text placements.)

The other checks worth running on every module before you publish: text large enough to read on a phone screen, no blurry or watermarked images, real (non-generic) alt text on every image — not just for accessibility, but because it's one of the few text fields on an A+ image an AI assistant summarizing your listing can actually read — and no comparison chart that names a competitor.

Should you build it yourself or hire a designer?

The "EBC designer" and "A+ content service" searches this cluster also pulls in are really one question: is this worth paying someone else to do? Standard A+ modules don't require design software beyond what Amazon's own templates provide, so a seller comfortable with basic image editing can build a full set without help. Where a freelancer or agency earns their fee is objection research (knowing which claims actually reduce returns), copywriting that reads as benefit-led rather than generic, and photography for lifestyle and spec-table images. For what that costs and what to check before paying for it, see our guide to Amazon listing optimization services.

A+ Content (EBC) checklist

  • ☐ Confirmed Brand Registry enrollment and A+ Content Manager access
  • ☐ Comparison chart module included and compares only your own products
  • ☐ Each feature callout answers one real shopper objection, one claim per module
  • ☐ No warranty or guarantee information, unsupported superlatives, or undated award claims
  • ☐ Key facts (dimensions, materials, compatibility) written as real text, not only baked into images
  • ☐ Every image has descriptive, non-generic alt text
  • ☐ Previewed on a phone before publishing — text and images both
  • ☐ Checked against Amazon's own A+ guidelines, not just "does it look good"

Check your A+ Content against Amazon's own rules

OptimalCentral's A+ Content Audit reads the modules already published on any ASIN — yours or a competitor's — and flags what breaks Amazon's guidelines: text too small for a phone, blurry or watermarked images, alt text that's blank or too generic, disallowed claims, and comparison charts that name a competitor. It's a read-only diagnostic: the agent audits, you decide what to fix and when, included from the Pro plan with 1 run in your 14-day free trial.

Run an A+ Content Audit →

Once your A+ Content passes its own rules, make sure the rest of the listing is pulling its weight too — see the full listing audit checklist, and if you're building for voice and AI shopping assistants specifically, optimizing for voice search covers how A+ text gets read (or skipped) by Alexa for Shopping.

Frequently asked questions

What is Enhanced Brand Content (EBC) on Amazon?

Amazon's original name for the image-and-text modules that replace a plain product description on a Brand Registered listing — comparison charts, feature callouts, spec tables, and brand story. Amazon renamed it A+ Content in 2019, so EBC and A+ Content refer to the same feature.

Why is EBC now called A+ Content?

Amazon renamed Enhanced Brand Content to A+ Content in 2019 to give sellers and vendors a single, unified name and workflow — before the rename, Seller Central's Enhanced Brand Content and Vendor Central's A+ Content were separate tools with separate submission processes.

Is EBC the same as A+ Content?

Yes. EBC (Enhanced Brand Content) is the discontinued name; A+ Content is the current name for the exact same feature inside Seller Central's Advertising menu. If you find an older guide that still says EBC, it's describing today's A+ Content Manager.

Do I need Brand Registry for A+ Content (formerly EBC)?

Yes. Standard A+ Content requires an enrolled brand through Amazon Brand Registry, and it's free to use once you're enrolled. Premium A+ offers richer modules — video, larger images, interactive elements — with additional eligibility requirements on top of Brand Registry.

What's the difference between Standard and Premium A+ Content?

Standard A+ is available to every Brand Registered seller at no extra cost and covers most of the benefit: comparison charts, feature callouts, banners, and brand story modules. Premium A+ adds larger images, video, and interactive modules, but carries additional eligibility requirements Amazon sets on top of Brand Registry.

How do I check whether my A+ Content follows Amazon's rules?

Read each module against Amazon's own A+ guidelines: no text too small to read on a phone, no blurry or watermarked images, every image has real alt text, no disallowed claims (warranty or guarantee information, superlatives, unsourced awards, environmental claims), and comparison charts only compare your own products. OptimalCentral's A+ Content Audit runs that check automatically on any published ASIN.