You will often see the terms A+ Content and EBC (or Enhanced Brand Content) used interchangeably when people talk about Amazon listings. This is because, up until July 2019, A+ Content was only available to vendors, and EBC was a similar program but only for marketplace sellers.
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A+ Content for vendors provided a lot of fancy tools including tables, multiple product photos, rollover buttons and a lot more. Several different modules provide an impressive array of features to really make product listings pop. These older A+ pages could be very costly, with the price dependent on each vendor’s negotiated terms, as well as the product category.
At that time, the version for sellers was called Enhanced Brand Content (EBC). This was a more basic offering allowing sellers to add additional information to their descriptions and extra photos. It was free but quite limited compared to A+ Content for vendors.
In July 2019, as Amazon’s Brand Registry program matured, it was decided to merge the two systems. This gave all brand owners – both sellers and vendors – the same set of tools within the “A+ Content Manager” to create enhanced listings. It also became free, for both sellers and vendors, and increased the number of modules available from 12 to 15.
There is another enhanced content program that remains available in addition to A+ Content. If you have ever come across “A++ Content” or “A+ Premium Content”, this is a tool used by major vendors (think of brands that are household names) and that provides a further 16 modules and additional selling tools. This is invite-only and very expensive.