Guide To Amazon Enhanced Brand Content (EBC)

For any seller on Amazon, grabbing the attention of potential buyers and guiding them toward that coveted “Add to Cart” button is crucial. But with millions of products vying for visibility, standing out can feel like an uphill battle. That’s where Amazon Enhanced Brand Content (EBC), now known as A+ Content, enters the scene, offering a powerful tool to transform your product listings and elevate your brand.

Generally speaking, two of the largest challenges for private-label Amazon sellers are differentiation and instilling buyer confidence. First, your product must somehow stand out from the thousands of others in that market. Second, you must convince online shoppers that your product will fulfill their expectations without the benefit of customers touching, feeling, and getting an up close and personal view. Luckily for private label sellers, Enhanced Brand Content can help with both.

What Is Amazon EBC?

Enhanced Brand Content is a simple way to visually enhance the product descriptions of specific ASINs in your catalog. EBC is one of several marketing services available to private label sellers, though it is currently only available for sellers who are enrolled in Amazon Brand Registry. 

Formerly known as A+ Content, Enhanced Brand Content allows you to create rich, multimedia product listings beyond standard bullet points and descriptions. Think high-quality images, engaging text, comparison charts, and interactive elements that tell your brand story and captivate potential buyers. This is about making your product shine and giving customers a reason to choose you over the competition.

Enhanced Brand Content is your chance to share special details, additional information, and instructions that do not fit your main listing. EBC content is especially useful for complex products, new or innovative products, and products in highly competitive markets.

A+ vs A++ Content Comparison

In addition to A+ Content, Amazon also offers Premium A+ Content, which includes additional features such as larger images, interactive hotspot modules, and image carousels.

Since the introduction of A+ Content, it’s undergone a few name changes, options that have come and gone, and the place sellers manage the feature has moved around a bit. As a result, there’s been some confusion about who, how, and where to incorporate this content into your listing.

Simply put, Enhanced Brand Content (EBC) is now A+ Content. Premium A+ Content, also referred to as A++ Content, is a more expansive version of A+ Content. We’ve provide a table below that compares the differences A+ Content and Premium A+ content.

Benefits of Using EBC

One of the most obvious EBC benefits is the opportunity to transform your run-of-the-mill product descriptions into dynamic, interactive experiences. That’s the magic of A+ Content and the impact it can have on your Amazon storefront. This powerful tool goes beyond bullet points, allowing you to show off your product and convince customers to purchase in a way inaccessible to standard product descriptions.

Boost Conversions: Overall, EBC can produce tangible results for your business when done correctly. Chiefly, high-quality visuals, engaging text, and interactive visual marketing elements like comparison charts and videos keep buyers glued to your listing, making them more likely to choose yours.

Deepen Customer Engagement: A+ Content isn’t just about selling a product once, it’s about building relationships and increasing the likelihood the customer returns and purchases another item from you. By showcasing your product’s value proposition, highlighting key features, and telling your brand story, you create a deeper connection with potential buyers, fostering trust and loyalty.

Elevate Your Brand Storytelling: Standard descriptions fall flat in conveying your brand identity and values. A+ Content empowers you to showcase your uniqueness, mission, and personality, leaving a lasting impression on your audience and building brand recognition.

In summary, A+ Content isn’t just about product descriptions; it’s about creating an immersive brand experience that improves your Conversion Rate Optimization (CRO), builds loyalty, and propels your Amazon success.

Key Components of Enhanced Brand Content

When integrating A+ Content into your product listing, there are EBC templates you can choose from to craft a presentable listing quickly. You can also apply a bit of customization to carry out your own vision through Enhanced Brand Content design.

Either way, building impactful A+ Content involves several key modules and layouts:

• Hero Image & Text: Capture attention with a stunning hero image and concise, persuasive product descriptions.
• Image Gallery: Showcase your product from multiple angles with high-resolution EBC images.
• Text Modules: Highlight key features, benefits, and brand story using engaging text and formatting.
• Comparison Charts: Visually compare your product to competitors, emphasizing its unique selling points.
• Video Modules: Embed product videos to showcase functionality and provide an immersive experience.

Amazon EBC Examples

Below, we’ll highlight a few Enhanced Brand Content examples that add value to product listings.

Ghost, one of the top sellers of protein products, emphasizes its collaboration with Chips Ahoy! With a high-quality graphic boasting their official collaboration, as opposed to others who sell chocolate chip-flavored protein powder, this graphic looks great, shines a light on an exclusive and unique feature, while also informing the customer of what’s in the product.

For an Amazon listing on a Carhartt beanie hat, Carhartt includes premium graphics and photography that speak to the product’s quality, target audience, and the brand’s trustworthiness.

Step-By-Step Guide to Creating Enhanced Brand Content (A+ Content) 

Ready to craft your A+ Content masterpiece?

Here’s a step-by-step guide:

1. Register for Amazon Brand Registry: This is required to use EBC in your listing.
2. Access Enhanced Brand Content tools within Seller Central: Go to the Advertising tab and select “Enhanced Brand Content”
3. Select a product and a template: Choose a pre-designed layout or create your own.
4. Add content to your chosen modules: Follow the guidelines and use high-quality visuals and text.
5. Preview and submit your Enhanced Brand Content for review: Amazon will review your content before it goes live.

Common Mistakes to Avoid When Creating EBC Content

While integrating enhanced content into your listing inherently creates a unique appearance and structure to your listing, it’s important to do it right. Below, we’ll tackle three common mistakes sellers make when adding Amazon EBC Content.

Not Following Amazon’s A+ Content Guidelines

We’d be remiss if we didn’t strongly recommend staying within the Enhanced Brand Content guidelines. A failure to meet the requirements and standards set by Amazon could result in a rejection by their system or potential removal of your ASIN.

Using Low-Quality Visuals or Text

A major draw for including A+ Content in your listing is that it adds a layer of professionalism to your listing otherwise not afforded. For this reason, the graphics, photos, and text must consist of premium content that adds to your listing, not one that takes away. Poor images, blurry graphics, or keyword spamming in graphics (continue reading for more on that) defeats the purpose more than it aids it.

Not Accounting for SEO

Because there are no text boxes, A+ Content does not count toward your SEO performance. If a keyword featured in a graphic isn’t included in the Product Title, Bullet Points, or Backend Search Terms, your product may not index or rank for this keyword. Since the Product Description section carries the least amount of indexation weight for standard listings, this shouldn’t significantly alter your product listing optimization.

Avoid Overloading Content With Excessive Information or Unnecessary Repetition

Just because you have access to EBC doesn’t mean you should use it without a plan. Many sellers create EBC that doesn’t align with the rest of their list, causing confusion and doubt among customers. Think of your EBC as a team. You want it to work together and complement the other elements, including the photos, title, and bullet points the customer has likely checked out before finding the EBC.

How to Measure the Performance of Your Content

You’ve thoughtfully crafted Enhanced Brand Content for your Amazon product(s). Now what? It’s time to see how the change has impacted your bottom line.

1. Conversion Rate: One of the most straightforward ways to measure the impact of EBC is by tracking the conversion rate of your product listings before and after implementing enhanced content. Monitor changes in conversion rates to assess whether EBC has led to increased sales.
2. Traffic and Click-Through Rate (CTR): Analyze the traffic to your product listings and observe any changes in the click-through rate since incorporating Enhanced Brand Content. A higher CTR indicates that the enhanced content effectively captures shoppers’ attention and encourages them to explore your product further.
3. Reviews and Feedback: Monitor customer reviews and feedback after implementing Enhanced Brand Content. Positive reviews mentioning the improved presentation or clarity provided by EBC can indicate its impact on buyer perception and satisfaction.
4. Comparative Analysis: Compare the performance of listings with and without Enhanced Brand Content to determine its effectiveness in driving sales and improving visibility. Conduct split testing to assess the impact of EBC on different products or categories.

Final Thoughts on EBC

In today’s competitive Amazon landscape, Enhanced Brand Content is an option every seller with access should be utilizing. With limited opportunities to differentiate your product and brand from the immense competition, Amazon A+ Content allows you to set your product apart while showcasing your product in a way that’s impossible for sellers without access to replicate.

But you don’t have to do it all alone! Our state-of-the-art software can help you along the way by optimizing your listing for search to maximize visibility and split-testing your listing changes, and tracking your sales and keyword performance.

Creating rich, engaging content showcasing your brand and products can set your product and its listing apart, increase sales, and build lasting customer relationships. Don’t hesitate to embrace this powerful tool and take your Amazon presence to the next level!