The Enhanced Brand Content (EBC) feature (commonly referred to as the A+ tool) enables brand owners to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding EBC to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.
This feature is only available to Professional sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs such as Launchpad and Amazon Exclusives. After you’ve been approved, you’ll be able to add EBC only to products that are part of your approved brand catalog.