Amazon A+ Content: Limits, Best Practices and Templates 2025
Amazon A+ Content is available to Brand Registry sellers and replaces the standard product description with rich, image-led modules. It consistently increases conversion rates by 5–10% on average — here's how to use it effectively.
What Is A+ Content?
A+ Content (formerly Enhanced Brand Content or EBC) allows brand-registered sellers to replace their plain-text product description with customisable modules containing large images, comparison charts, lifestyle photography, and formatted text. It appears in the "From the brand" section below the product details.
A+ Content Character Limits by Module
| Module Type | Character Limit |
|---|---|
| Standard text module headline | 160 characters |
| Standard text module body | 6,000 characters |
| Image with text headline | 160 characters |
| Image with text body | 1,000 characters |
| Image carousel headline | 160 characters |
| Comparison chart feature | 250 characters |
| Header image with text | 6,000 characters |
Premium A+ Content
Premium A+ Content (available to sellers meeting certain criteria) offers additional module types including video, interactive hover hotspots, and Q&A sections. Character limits are similar to standard A+ Content. The key difference is enhanced interactivity and mobile-specific layouts.
High-Converting A+ Content Structure
The most effective A+ Content layouts follow this flow:
- Module 1 — Brand story: Full-width header image with brand name and tagline
- Module 2 — Hero benefit: Large product image + single key benefit headline
- Module 3 — Feature breakdown: 3–4 feature icons with short explanations
- Module 4 — Comparison chart: Your product vs 2–3 variants or competitors
- Module 5 — Lifestyle imagery: Product in use, target audience context
A+ Content Image Specifications
Standard modules: minimum 970px wide, 300 DPI for print, JPG or PNG format, maximum 2MB per image. Avoid text-heavy images — Amazon's algorithm and accessibility guidelines favour images where text is in the HTML copy rather than embedded in the image file.
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