What is enhanced content? What to know and where to start

Enhanced content is the rich media a brand adds to a retailer’s product page, usually below the standard title, images and bullets: brand banners, image galleries, detail images with short benefit copy, comparison charts, videos and interactive feature tours. Amazon calls it A+ Content, and other retailers offer their own versions with their own templates. Its job is to show shoppers what the product does and why it is worth buying, so they stay on the page and add it to their cart.

By Billie Smith, project manager at Sitation when this article was first published. Originally published March 2023; updated September 2026 with a summary, FAQ and current links.

Text alone just doesn’t do it anymore

If you want shoppers to stay engaged with your product page, enhanced content is the way to go. It’s always beneficial to make sure your business is staying ahead of the competition, and one great way to do that is by utilizing below-the-fold elements on your product pages. Visitors can see product highlights and really get an understanding of what your product offers. Salsify’s 2023 internal data shows that product experiences with rich media can increase conversion rates by 15%.

What to include

A great starting place is content that highlights the benefits of your products or brands in a compelling and visual way. Interactive modules like feature tours are also a fun way to engage your customers to learn more about your product. Whether you want to tell a brand story or focus on a specific product, there are many ways to do it.

Enhanced content examples

• Brand banner: a wide image with your logo and a one-line brand promise at the top of the section.
• Feature images with short copy: three or four images, each showing one benefit with a heading and a sentence.
• Comparison chart: a table that helps shoppers pick the right product in your range.
• Lifestyle images: the product in use, in the setting your customer lives in.
• Infographics and detail images: dimensions, materials, ingredients or what’s in the box.
• Product video: a short demonstration or how-to, where the retailer supports video.
• Interactive feature tour: hotspots on a product image that reveal details when clicked.

Where to get started

• Pick your priority products: start with best sellers, new launches and products that need explaining.
• Check each retailer’s requirements: modules, image sizes and copy limits differ between retailers, so plan content for each one you sell through.
• Build from your product data: keep enhanced content assets and copy with the product in your PIM and DAM, so every retailer gets the same accurate information.
• Syndicate and maintain: publish to each retailer and update the content when products, packaging or claims change.

If you’re struggling to know where to start, a PIM with enhanced content tools helps. Salsify, for example, provides easy-to-use modules for getting content onto major retailers’ websites, including major retailers such as Amazon. Here at Sitation, we partner with Salsify on many projects and manage enhanced content for retailer listings.

Frequently asked questions

What is enhanced content?

Enhanced content is rich media on a retailer’s product page, beyond the standard title, images and bullets: brand banners, comparison charts, feature images, videos and interactive modules that help shoppers understand and choose a product.

Is enhanced content the same as Amazon A+ Content?

A+ Content is Amazon’s name for its enhanced content. Other retailers offer similar below-the-fold sections, each with its own name, modules and specifications, so the same material usually needs adapting for each retailer.

What should enhanced content include?

Start with the product’s key benefits, shown visually: lifestyle and detail images, short feature copy, comparison charts for product ranges, and video where the retailer supports it. Keep it accurate and consistent with your product data.

Does enhanced content increase sales?

It is designed to. Salsify’s 2023 internal data shows that product experiences with rich media can increase conversion rates by 15%. Results depend on the product, the retailer and the quality of the content.

How do I manage enhanced content across many retailers?

Store the assets and copy with each product in your PIM and DAM and syndicate them to each retailer’s format. Sitation’s managed syndication services can run this for you.

Questions about how we can help you supercharge your e-commerce offering? Please get in touch.