A+ Content vs Enhanced Brand Content: What Changed?

The Short Answer

A+ Content and Enhanced Brand Content (EBC) are the same feature under different names. Amazon rebranded EBC to A+ Content in 2019, consolidating terminology across Seller Central and Vendor Central. If you see references to EBC in older guides, tutorials, or forum posts, they are referring to what is now called A+ Content.

But the rebrand was not just cosmetic. Along with the name change, Amazon introduced significant upgrades to the feature set, access model, and content capabilities. Understanding these changes helps sellers take full advantage of what A+ Content offers today.

A Brief History of Rich Content on Amazon

The Vendor-Only Era (Pre-2016)

Before 2016, enhanced product descriptions were available only to Amazon Vendors — manufacturers and distributors who sold directly to Amazon through Vendor Central. This feature was called A+ Detail Pages or A+ Content, and it required Amazon's internal teams or approved agencies to create.

The content was expensive to produce, limited in module options, and accessible only to brands with direct Amazon wholesale relationships. Third-party sellers on Seller Central had no equivalent feature.

Enhanced Brand Content Launches (2016-2019)

In 2016, Amazon introduced Enhanced Brand Content for third-party sellers on Seller Central. EBC gave brand-registered sellers access to a set of modules — images, text, and comparison charts — that could replace the standard text product description.

EBC was a significant democratization. Suddenly, independent sellers could create visually rich product descriptions without a vendor relationship. However, EBC had notable limitations compared to the vendor-side A+ Content:

• Fewer module options
• Smaller image dimensions
• No video support
• No interactive elements
• Limited to 5 modules per listing

The Consolidation: EBC Becomes A+ Content (2019)

In 2019, Amazon unified the terminology. EBC on Seller Central and A+ Content on Vendor Central were merged under the single name "A+ Content." This was part of a broader effort to align Seller Central and Vendor Central experiences.

The consolidation brought several improvements to what had been EBC:

• More modules — The module library expanded significantly
• 7 modules per listing — Up from the previous 5-module limit
• Improved image dimensions — Larger image sizes for higher visual impact
• Brand Story module — A new carousel section appearing above standard A+ Content
• Premium A+ Content — A new tier with even larger images and interactive elements

A+ Content in 2026

Today's A+ Content is substantially more capable than the original EBC. Current features include:

• 7 content modules per listing (Basic A+)
• Premium A+ with interactive hotspots, video, and full-width banners
• Brand Story carousel applicable across entire catalog
• A+ Content Manager with streamlined editing and ASIN application
• Improved mobile rendering
• Faster review times (typically 3-7 business days)

For a complete overview of current A+ Content capabilities, see our comprehensive A+ Content guide.

What Actually Changed: Feature-by-Feature Comparison

Module Options

Image Specifications

For the complete current specification table, see our A+ Content image sizes guide.

Access Requirements

What Stayed the Same

Despite the rebrand and upgrades, several core aspects remained unchanged:

The fundamental purpose. Both EBC and A+ Content serve the same goal: replacing the plain-text product description with visually rich content to increase conversion rates.

Brand Registry requirement. You needed Brand Registry for EBC, and you still need it for A+ Content. The enrollment process and requirements have remained essentially the same, though Amazon has added more trademark offices to their accepted list.

The compliance rules. The content guidelines that governed EBC — no pricing, no competitor mentions, no unsubstantiated claims — carry forward to A+ Content. Amazon has actually tightened enforcement in some areas. For a complete list of current rules, see our A+ Content compliance guide.

The review process. Amazon still manually reviews A+ Content submissions, and the review criteria remain similar. Content that violates guidelines gets rejected with feedback, and sellers can revise and resubmit.

The placement on the page. A+ Content still replaces the product description section, appearing below the fold in the same location where plain text would otherwise display.

Why the Distinction Still Matters

Legacy Content Migration

If you created EBC before 2019, your content was automatically migrated to the A+ Content system. However, this migration was not always seamless. Some sellers found that:

• Image quality degraded during migration
• Module layouts shifted slightly
• Some older module types were deprecated and replaced with similar alternatives

If you have listings with pre-2019 EBC content that has not been updated, it is worth reviewing them in the current A+ Content Manager. The newer module options may allow for significantly better content.

Outdated Resources

Many popular Amazon seller guides, courses, and YouTube tutorials still reference EBC. When following older resources:

• Module names may differ from what you see in Seller Central
• Image dimension recommendations may be outdated
• Module limits (5 vs 7) may be wrong
• Premium A+ features will not be covered
• Brand Story guidance will be absent

Always cross-reference older EBC guides with current Amazon documentation or up-to-date resources.

Search and Communication

When searching for help with A+ Content, using both terms can yield more results. Searching for "EBC best practices" alongside "A+ Content best practices" will surface a broader range of advice, though you should verify that EBC-era advice still applies.

In Amazon seller communities and forums, both terms are still used interchangeably. Understanding that they refer to the same feature prevents confusion in discussions.

What Came After EBC: Features Unique to A+ Content

The Brand Story Module

Entirely absent in the EBC era, the Brand Story is a separate scrollable section that appears above your main A+ Content. It provides space for your brand narrative, product showcase cards, and cross-selling within your catalog. For a detailed guide on creating effective Brand Stories, see our Amazon Brand Story guide.

Premium A+ Content

The Premium tier is the biggest evolution beyond what EBC offered. Premium A+ Content includes:

• Full-width hero banners at 1464 px wide
• Interactive hover hotspot modules
• Video integration within modules
• Carousel galleries
• Navigation anchor modules for long-form content

Learn more about the differences in our Premium vs Basic A+ Content comparison.

Improved Mobile Rendering

EBC's mobile rendering was functional but not optimized. Modern A+ Content includes mobile-specific image slots for Premium modules, better text scaling, and responsive module layouts. Amazon now renders A+ Content as a first-class mobile experience rather than a desktop layout shrunk to fit.

For mobile-specific optimization strategies, see our mobile A+ Content guide.

A+ Content Manager Improvements

The backend tool for creating and managing A+ Content has been significantly upgraded since the EBC era:

• Drag-and-drop module arrangement
• Preview rendering for both desktop and mobile
• Bulk ASIN application
• Content cloning for creating variations
• Improved image upload with dimension validation

Migrating Old EBC to Modern A+ Content

If you have listings still running on legacy EBC content, here is a practical migration plan:

Audit Your Existing Content

Review each ASIN with legacy content. Check for:

• Outdated product information
• Lower-resolution images that do not meet current standards
• Missing Brand Story section
• Underutilization of available module slots (using 5 when 7 are available)
• Non-compliance with current guidelines

Prioritize by Revenue

Start migrating your highest-revenue ASINs first. The conversion impact of upgraded A+ Content will have the largest absolute effect on your best sellers.

Redesign, Do Not Just Resize

Resist the temptation to simply reupload old EBC images at new dimensions. Take the opportunity to redesign your content strategy using the full range of current modules and the 7-module A+ framework.

Add Brand Story

Apply a Brand Story across all migrated ASINs. This is free, it appears above your A+ Content, and it provides cross-selling functionality that did not exist in the EBC era.

The Bottom Line

The EBC-to-A+ Content evolution represents Amazon's commitment to giving sellers better tools for product presentation. If you learned about Amazon product descriptions as EBC, everything you know still applies — but the tools are better, the modules are more capable, and the opportunities are significantly larger.

For sellers starting fresh or updating legacy content, tools like zonfy generate A+ Content using the latest module specifications and best practices, ensuring your content takes full advantage of capabilities that did not exist in the EBC era.

The most actionable takeaway: if your listings still run on content created before 2019, updating to modern A+ Content standards is one of the highest-ROI improvements you can make.