Content vs. Enhanced Brand Content: Which Amazon Marketing Tool Reigns Supreme?

Should you stick with basic product content, or invest in Enhanced Brand Content (EBC)? In this article, we'll break down both options, explore their impact on conversions, and help you decide which tool gives your brand the upper hand in 2025.

What Is Standard Content on Amazon?

Standard content on Amazon refers to the default product detail page every seller can create. It includes:

• Product title

• Bullet points

• Product description

• Images

• Pricing and offers

It’s straightforward, easy to publish, and available to all sellers. But when thousands of similar listings exist, standard content doesn’t always stand out.

What Is Enhanced Brand Content (EBC)?

Enhanced Brand Content — now called A+ Content — is a premium marketing tool available to brand-registered sellers. It allows you to create rich, visual product pages using:

• Lifestyle images

• Brand story modules

• Comparison charts

• Video

• Infographics

• Custom layouts

EBC is designed to improve conversion rates and increase customer trust by giving your brand a more professional and polished appearance.

Key Differences Between Standard Content and EBC

How Does EBC Impact Sales and Conversions?

Many sellers report a 10%–20% increase in conversions after adding Enhanced Brand Content to their product pages. Why?

• Visual Storytelling: You can showcase how the product fits into the customer’s life.

• Trust Signals: Professional images and videos build brand credibility.

• Reduced Bounce Rates: A visually engaging page keeps users interested longer.

In short, customers feel more confident when they can see more than just a wall of text.

Benefits of Enhanced Brand Content (A+ Content)

1. Higher Conversion Rates:
   EBC boosts product performance by making information easier to digest and more appealing.

2. Stronger Branding:
   You can highlight your brand values, mission, and differentiation.

3. Cross-Selling Opportunities:
   Use comparison charts to showcase your product line and encourage more purchases.

4. Improved Mobile Experience:
   A+ Content modules are responsive and look better on phones compared to basic bullet points.

5. Better Customer Understanding:
   Custom visuals help explain product usage, benefits, and unique features more clearly.

Limitations of Enhanced Brand Content

While powerful, EBC has some limitations:

• Not Indexed by Amazon SEO: The content in A+ modules does not directly help your Amazon keyword rankings (but it may boost conversions, which indirectly helps).

• Requires Brand Registry: If you're not brand-registered, EBC is off-limits.

• Takes Time to Design: You’ll need resources to create professional content — either design it in-house or hire an Amazon content expert.

When Should You Use Standard Content?

Standard content works best if:

• You’re a new seller testing a product

• You’re not enrolled in Amazon Brand Registry

• Your niche doesn’t rely heavily on visuals or brand identity

• You need to go live quickly with minimum investment

While it lacks flair, standard content still allows you to rank on Amazon and generate initial sales.

When Should You Use Enhanced Brand Content?

EBC is the better choice if:

• You want to increase conversions and look professional

• You're competing in a visually driven niche (beauty, electronics, fitness)

• You already have Brand Registry access

• You're ready to invest in long-term brand building

• You want to scale and improve your return on ad spend (ROAS)

Tips to Maximize EBC Effectiveness

1. Use High-Quality Images: Low-resolution images ruin credibility. Use studio-quality or lifestyle shots.

2. Tell a Brand Story: Help shoppers understand your mission or values.

3. Add Comparison Charts: Let customers see how your product outperforms others.

4. Focus on Benefits, Not Just Features: Show how your product improves the user’s life.

5. Use a Clean, Responsive Layout: Make it mobile-friendly and easy to scan.

Case Study: A Real-Life Example

A supplement brand selling protein powder saw a 17% lift in conversions after switching to A+ Content. They used:

• A comparison chart to show how their formula was cleaner than others

• Lifestyle photos of athletes using the product

• A video demonstrating product mixing

The result? Customers spent more time on the listing and purchased in larger quantities.

Which Tool Reigns Supreme in 2025?

Enhanced Brand Content wins.

Here’s why:

• In a competitive marketplace, generic listings don’t cut it anymore.

• Shoppers expect a branded, visual experience that helps them decide faster.

• Amazon is favoring brands in its overall ecosystem with more tools and placements.

While standard content still works for entry-level selling or testing, EBC is the gold standard for scaling and converting in 2025.

Final Thoughts

Whether you're a new seller or a growing brand, investing in your product detail page is critical. Enhanced Brand Content (A+ Content) gives you the tools to sell better, faster, and more professionally on Amazon.

???? Ready to upgrade your product listings? Consider working with an Amazon Seller Central Expert who can design, write, and optimize A+ Content that actually converts.