Amazon Enhanced Brand Content (EBC), now known as A+ content on Seller Central, is what represents your brand on Amazon.
Amazon claims that you can increase sales by adding A+ content to your product listings.
Presentation is everything and with seconds to impress and grab the attention of customers, sellers have to do everything that they can to make their product listings stand out.
Are you a seller who is unsure of what EBC is or how to engage in it?
Read on to learn about the whole shebang of Amazon Enhanced Brand Content.
In simple words, it is a feature offered by Amazon whereby you can add images with informative content to your product listings. It also includes the use of bullet points in product descriptions to present the data more neatly. Sellers who are registered on the Amazon Brand Registry can enhance their product descriptions and modify them.
When a customer is looking at a product on Amazon, some have A+ content while some may not but one is automatically going to gravitate towards those products that use EBC listings. This is because EBC or Amazon A+ content allows you to have explanatory pictures about the product and its features along with how and where to use it.
Enhanced Brand Content is the best way to decrease ACoS and increase conversion rates. This is because it plays a huge role in the optimization of your product listings. SellerApp’s listing optimization services will assist you with everything that you need to make your EBC stand out – the title of your products, bullet points, and detailed, robust product descriptions. We will also ensure that your amazon photographs and videos are optimized to improve your visibility and drive traffic to your listings.
In simple words, Amazon has now combined the features of EBC and A+ content into one.
There are two different types of seller platforms on Amazon – Seller Central that sells directly to consumers and Vendor Central that sells directly to Amazon. Both platforms needed content management so EBC was meant for Seller Central while A+ content was meant for Vendor Central.
The change is that now the A+ content manager tab is found in Seller Central rather than on the old EBC dashboard for Amazon sellers.
Another feature is A++ or Premium A+ content. This is an exclusive, invite-only feature by Amazon with accessibility only for the big players in the game like luxury brands or massive internationally known tech products. It is similar to EBC and A+ but has more features on offers like HD videos and more advanced product descriptions.
To summarize some key differences between A+ and A++ content on Amazon:
|A+ Content||Premium or A++ content|
|Free||Paid - Costs thousands of dollars|
|Available to vendors and sellers registered under Amazon Brand Registry||Access by invite-only|
|5 modules product description per page||7 modules product description per page|
|Images-970 pixels wide images that don't fit as wide as the whole page||1464 pixels wide, images and videos fit the full width of the page|
|Suitable for products that need more description, more lenient character count.||Suitable for premium visuals that reduce character count|
Everybody wants to create rich content but first, you need to make sure that you meet the criteria set by Amazon.
Firstly, get yourself registered and approved on the Amazon Brand Registry. A vendor or seller with registered products on Amazon Launchpad and Exclusives is eligible. They can avail of the EBC or A+ content features for ASINs that are part of approved catalogs of their brand.
For any selected ASIN, once it is registered and meets all the requirements, you can follow these steps to start adding A+ content:
After you have completed the following steps, you can customize and create whichever way you want. You can begin by entering the template name, language and start building your module.
Modules typically consist of pictures and infographics, keywords, and comparison charts. Enter titles and apply ASINs of products from your inventory. You can choose multiple ASINs or opt for the ‘Bulk Upload’ option when there are more than 1000 ASINs.
You can also update the EBC of already existing ones. At any point, you can preview what your EBC will look like on mobile as well as desktop.
The last crucial step is to ensure that there are no punctuation and grammatical errors or misspellings and unnecessary information. Ensure you follow prescribed guidelines before the final step which is ‘Reviews and Submit.’ Once that is done you have to wait for approval.
On the A+ content manager page, you can monitor the status of your content and stay updated. It can take 7-14 days to get approval for your content.
Amazon EBC used to be a paid service earlier, but now Amazon does not charge vendors and sellers any fee to avail A+ content services for their listings. However, the cost of Premium A+ content is quite high. It can cost hundreds of thousands of dollars which regular, small-time vendors and brand owners cannot afford.
Premium A+ content or A++ content is an invite-only service as mentioned earlier and only those registered on Vendor Central can make use of it. The pricing starts at $250K and can go up to $500K for every product type, which is why only big, established brands can utilize it.
There are about 15 modules that fall into different category types.
There are two types of text modules – standard and product description text, which provide plain text for the whole width of the page.
Modules in this category include standard images with overlays of dark text as well as light text. This is most suitable to showcase lifestyle products with images of the product in use. Image headers with text are part of this module that is used to draw attention to the unique features of a product.
These types of modules include standard single left and right images, with sidebar, highlights fulfill, fulfills, and specifications. These are used in bullet point form to list features and information about the brand. It is the best way to present text-heavy information with images that make it easy for customers to understand what the enhanced content is all about.
This category of modules includes standard three and four images, and text with quadrant as well as a multiple image module A.
Multiple images should be used with caution as they can very easily appear to be redundant. These modules can highlight features of your products in groups with visuals and text.
This type of module is the most effective way to showcase multiple versions of the same product that you own. You can help a buyer easily compare and buy the right version of the product by listing out the important differences between each so they can understand better.
The different types of modules mentioned here have many similarities since on a general level, all of them provide varied combinations of text with images. So if you’re having a hard time trying to decide how to choose and build a design then you have to first decide which model fulfills all your requirements. This will depend on what product features you want to highlight. After you decide that, you can create a complete layout by making a selection of different modules and putting them together to create an impressive, eye-catching design.
You have submitted your A+ content for approval and now you’re wondering why it’s taking so long. You might even start worrying that it might not get approved at all.
At this point, it is time to reflect on how you went about your EBC and keep in mind the guidelines and violations so you can avoid making the same mistakes the next time.
After following all the guidelines for creating EBC, your content might still get rejected. You can check the status of your content on the “Content Manager” page. If it has been approved, all you have to do is go to the product description section of that particular ASIN, and it will be displayed.
If it is rejected, the most probable cause is that according to Amazon’s A9 algorithm, your content does not comply with Amazon’s policies and practices. All the elements included in your content – bullet points, comparison charts, and images, have to fall within the requirements of that particular product category as well as follow Amazon’s selling policies.
You can choose from a plethora of options to inspire your Amazon EBC design. Whether you sell lifestyle products or basic home and garden essentials, you can make your EBC tell your brand’s story in the most innovative ways possible.
You may have followed all the above-mentioned steps and are waiting for your EBC to go live, or you may still be doubtful about how it can benefit you.
In that case, let me enlighten you on the fruitful benefits of this feature so that you don’t lose heart.
Check out this guide to know how to communicate with Amazon customers.
Following all the policies and guidelines mentioned above could be taxing for a seller. Keeping in mind all the restrictions and avoiding violating them might seem like a cumbersome task, but it is all extremely beneficial in the end. This is because EBC and A+ content not only help in projecting your brand and products but improve your ranking on search results as well.
SellerApp’s SEO guide will give you all the information you need on how listing optimization with the help of EBC in turn helps with improving your presence on Amazon’s SEO.
Sales, conversions, and returns are all dependent on A+ content as it can make or break buying decisions. Thus, it is important to come up with content that is of good caliber fulfills and work on it to make a high-quality product page.