Amazon Enhanced Brand Content (EBC) is a powerful tool that allows brand owners to enhance their product listings with visually rich content. This advanced content option not only helps in building brand identity but also boosts sales.
Are you unsure about what Amazon EBC is or how to use it? Read on to learn all about Amazon EBC.
Here are keys to take away:
- What Is Amazon Enhanced Brand Content?
- The benefits of using enhanced brand content
- Amazon EBC, A+, and A++ Content – What’s the difference?
- Amazon EBC eligibility requirements
- Key components of EBC
- Step-by-step: Crafting your own Enhanced A+ Content on Amazon
- Amazon Enhanced Branded Content examples
Let’s dive right in!
The Benefits of Using Enhanced Brand Content
Using Amazon Enhanced Brand Content offers several significant benefits for sellers aiming to improve their product listings and boost sales. Here are the key advantages:
Increased sales and conversion rates
Enhanced Brand Content can boost sales and conversion rates. A study by Amazon shows that using A+ content can increase sales by up to 8%. This happens because better product descriptions and visuals help customers understand the product better. When shoppers have more information and see attractive images, they’re more likely to buy.
Differentiation from competitors
Enhanced Brand Content helps your products stand out from competitors. Your listings will look more professional and trustworthy with unique images and detailed descriptions. This difference can catch a shopper’s eye when comparing similar products.
Reduced bounce rates
Amazon Enhanced Brand Content can lower bounce rates, keeping shoppers on your page longer. Amazon reports that A+ content can reduce bounce rates by up to 15%. This happens because engaging content keeps customers interested and scrolling. When shoppers spend more time on your page, they’re more likely to learn about your product and decide to buy. For instance, a detailed product story or usage guide can answer questions before customers leave the page.
Improved brand awareness
Using Enhanced Brand Content can boost brand awareness. By consistently using your brand colors, logo, color, and style across product listings, you create a memorable brand image. That means once customers visit your product pages, they recognize and remember your brand.
Improved search ranking
While Enhanced Brand Content isn’t directly searchable, it indirectly helps Amazon SEO. Better content leads to more time spent on your page, higher conversion rates, and fewer returns. These factors signal to Amazon that your product is valuable, potentially boosting its search ranking.
Amazon now requires alt-text for each image in your EBC. Use this space to add keywords that can be indexed by Google.
Amazon EBC, A+, and A++ Content – What’s The Difference?
The terms A+ Content, EBC (Enhanced Brand Content), and A++ Content can be confusing because they’re intertwined. Here’s a breakdown:
- EBC (Enhanced Brand Content): This was the original term used to create rich content on product listings within Seller Central (for sellers who fulfill their own orders).
- A+ Content: This is the new term for EBC that is available to all sellers joined in the Amazon Brand Registry. It offers a variety of modules like text, images, comparison charts, and even video.
- A++ Content (or Premium A+ Content): This is an advanced version of A+ Content with additional features and functionalities. A++ Content offers more design flexibility, wider content modules, and features like video loops. Like A+ Content, all sellers registered as Brand Owners are eligible to use A++ Content, but it does come with some requirements:
- Ensure every Brand Owned ASIN in your catalog includes a published A+ Brand Story.
- Have at least 5 A+ Content projects approved within the last 12 months.
A+ Content | A++ Content | |
No. of modules | 17 modules | 19 modules + interact materials: ✅ Larger ✅ Images ✅ Videos ✅ Interactive Hotspots ✅ Navigations Carusels ✅ O&A Sections ✅ Enhanced Comparison Charts & Tables |
No. of modules per page | 5 | 7 |
Eligible requirements | Enroll in Amazon Brand Registry | ✅ Enroll in Amazon Brand Registry |
Max. content width | 970 pixels | 1464 pixels |
Amazon EBC Enhanced Brand Content Eligibility Requirements
Eligibility for Amazon Enhanced Brand Content is straightforward. The key requirement is that you be a registered brand owner on Amazon’s Brand Registry to use EBC.
However, some new brands in programs like Launchpad and Amazon Exclusives may also be eligible. Note that only products within the approved brand catalog can use EBC.
Key Components of EBC
Understanding the key components can help you enhance your product listings and provide a richer experience for potential buyers. Here’s a breakdown of the essentials:
Compelling headline
A compelling headline grabs attention and summarizes your product’s main benefits. It should be clear, concise, and persuasive. For example, instead of “Blue Water Bottle,” use “Stay Hydrated All Day with Our Leak-Proof 32oz Water Bottle.” This headline tells customers what the product is and why they need it. A good headline can make shoppers want to learn more, increasing the chances they’ll read your full description and consider buying.
High-quality images
High-quality images are crucial for capturing attention and effectively showcasing your product on Amazon. Here’s a breakdown do’s and don’ts to ensure your Amazon EBC images are high-quality, informative, and engaging:
Do’s:
- High-resolution images: follow the standard sizes of EBC images:
- Logo: 600 x 180 px
- Banner: 970 x 300
- Comparison Chart: 150 x 300 px
- Four-Image & Text Module: 220 x 220 px
- Four-Image Quadrant: 135 x 135 px
- All others: 300 x 300 px
- Showcase your product: capture your product from multiple angles, including close-ups to highlight design details and lifestyle shots to show it in action;
- Clean background: opt for a clean, white background that allows your product to stand out ;
- Accurate representation: ensure your images accurately depict the product’s color, size, and features to avoid customer disappointment;
- Maintain brand consistency: ensure your A+ Content images align with your overall brand aesthetic in terms of style, color palette, and messaging.
Don’ts:
- Low-quality images: avoid blurry or grainy photos.
- Distracting backgrounds: busy or cluttered backgrounds can detract from your product.
- Deceptive editing: avoid excessive editing to alter the product’s appearance.
- Misleading lifestyle images: Avoid portraying the product in unrealistic situations that don’t reflect its intended use.
Informative description
An informative description tells customers everything they need to know about your product. Here are some points that can help you craft a useful description in your EHC:
- Avoid jargon; use clear language to explain features, benefits, and how to use the item;
- Expand on product features, explaining how they benefit the customer (e.g., organic cotton = breathable & gentle on skin);
- Focus on customer needs, not specs (e.g., For a phone case, mention its shock-absorbing material and military-grade drop protection);
- Answer common questions in your description to reduce customer doubts;
- Emphasize USP to stand out from competitors (e.g., lifetime warranty, eco-friendly materials, or story behind);
A thorough, easy-to-read description helps shoppers make purchasing decisions, potentially reducing returns and increasing customer satisfaction.
Rich text formatting
Rich text formatting makes your description easier to read and understand.
- Use bullet points for key features;
- Bold text for important information and headers to organize content;
- Use headings and subheadings to structure your A+ Content for a clear and organized presentation.
For example, the sellers bolded the main features of the Macbook M3 in their A+ content. This formatting helps customers quickly find the information they need, making your listing more user-friendly and potentially increasing sales.
A+ Content modules
The Amazon Enhanced Brand Content templates come with 17 different modules to choose from, including:
- Standard company logo
- Standard comparison chart
- Standard four images and text
- Standard four images/text quadrant
- Standard image and light text overlay
- Standard image and dark text overlay
- Standard single image and highlights
- Standard image header with text
- Standard multiple image module A
- Standard single image and sidebar
- Standard single image and specs detail
- Standard single left image
- Standard single right image
- Standard product description text
- Standard image header with text
- Standard technical specifications
- Standard three images and text
You can only add up to 5 modules per product page. If you’re struggling to choose and create a design, start by selecting the module that meets all your needs. This choice will depend on the product features you want to highlight.
Still finding it hard to decide? Here’s a breakdown of some common elements in each module.
- Full-width images: highlight key features of the product, showcase lifestyle or contextual images of the product in use, or convey the brand’s unique selling proposition to attract your potential customers.
- Smaller images – Single: present text-heavy information and images to help customers understand the enhanced content.
- Smaller images – Multiple: highlight product features in groups using visuals and texts.
- Comparison charts: compare the important differences between each version easily.
Step-by-Step: Crafting Your Own Enhanced A+ Content on Amazon
When you aim to optimize product listings for Amazon, enhancing your brand content is key. Here’s a step-by-step guide to help you create engaging Amazon Enhanced Brand Content. This guide will help you boost your product’s appeal with visually striking content.
Step 1. Understand the specifications
First, get familiar with Amazon’s rules for Enhanced Brand Content. You can pay attention to the image sizes, file types, and text limits.
Key points include:
- Image sizes: Usually 970 x 600 pixels for main images
- File types: JPEG, PNG, or GIF formats are typically accepted
- Text limits: Often around 100-200 characters per text module
- Content restrictions: No time-sensitive information, pricing, or promotional details\
You can use A/B testing to identify what specifications can significantly boost customer traffic. Check our step-by-step guide at Amazon A/B Testing: An Ultimate Guide
Step 2. Plan your content
In this step, you should brainstorm and come up with ideas that should show up in your EBC. You can:
- List 3-5 key features and benefits;
- Identify your product’s unique selling points;
- Consider customer pain points your product solves;
- Plan how to showcase these aspects visually and textually.
For example, if selling a yoga mat, you might focus on its non-slip surface, eco-friendly materials, and portability.
Step 3. Design the layout
Pick up to 5 from Amazon’s EBC models that fit your product’s story. You can think about how text and images work together to show your product’s benefits.
For example:
- If you want to introduce your brand or tell the store behind it, you can use a module combining a single small image and text.
- If you want to showcase the features or functions of your item, you can choose the standard four images and text module.
Step 4. Create high-quality visuals and engaging copy
About the image, use clear, high-resolution images that show how your product works and its benefits. Make sure graphics look professional, including your brand materials (branded logo, branded colors, and slogans), to build trust.
About the content, write clear, concise copy that matches your images. Make sure it’s search-friendly, informative, and appealing to shoppers.
Step 5. Review and edit
Check your content to make sure it follows Amazon’s rules and has no mistakes. Here are what you avoid when creating your Enhanced Brand Content:
- Don’t make claims like “best-selling” or “top-rated.”
- Don’t include warranty or guarantee information.
- Don’t include pricing, promotional details, shipping information, QR codes, hyperlinks, web page directions, or contact info.
- Don’t use low-resolution or animated images.
- Don’t make comparisons with competitors’ products.
Step 6. Submit for approval
When your Amazon Enhanced Brand Content is ready, send it in for review by following these steps:
- Log in to your Amazon Seller Central
- Go to the Advertising section
- Click on the Enhanced Brand Content or A+ Content Manager option, depending on your Seller Central layout.
- Select Create Basic to access the EBC setup interface.
- Choose the product(s) you want to enhance with EBC content
- Click Add Module to select a template. You can add up to 5 modules for one listing.
- Uploading content elements for each module
- Click Next: Review & Submit to check your EBC content and submit it for review
Amazon will check it and give feedback or approval within seven days. Once approved, your EBC content will go live on your product detail pages, enhancing their visual presentation and customer experience.
Amazon Enhanced Brand Content Examples
You need some Amazon Enhanced Brand Content design for reference? Here are some effective examples to get inspired
1. Burt’s Bees Face Wash
As a beauty product brand, Burt’s Bees emphasizes the use of natural ingredients and explains their soothing properties for sensitive skin in their A+ content. This way helps build trust with consumers who prefer natural products and appeal to health-conscious and environmentally aware shoppers.
The module they use is simple, with text overlayed on images. They make simple graphic visuals, short and concise text, and bold main features to highlight each product’s most important selling points.
2. MATEIN Travel Laptop Backpack
MATEIN Travel Laptop Backpack focuses on highlighting its functions and features. So, when crafting A+ content, they’ve used multiple image modules with text to showcase the product effectively. They include photos of the backpack in use and close-up shots of each part. This helps customers understand what they can use it for and how to utilize its features.
3. Royal Canin Cat Food
Royal Canin is a famous pet food brand. Since they provide products for animals of different ages with various functions, types, and textures, they often use comparison tables for Amazon-enhanced content. This helps them showcase the nutritional benefits and features of each product, enabling customers to make informed choices based on their pet’s specific needs.
For more references, check this blog sharing Amazon A+ content exmaples.
Amazon Enhanced Brand Content – FAQs
Amazon Enhanced Brand Content, now called Amazon A+ Content, lets brands add more to their product pages. They can use extra images and text to tell their brand story. This makes their products stand out and helps customers understand what they offer. Using Amazon Enhanced Brand Content makes product pages more appealing and informative. This grabs the attention of potential buyers, shows the product’s value, and sets the brand apart. It makes shopping better, which can lead to more sales. Yes, there are some restrictions for using Amazon EBC; here are the key limitations to keep in mind: Key components of Amazon EBC include: Remember, these components work best when used together.
Conclusion
In summary, if you’re brand-registered with Amazon, take advantage of Amazon Enhanced Brand Content. This feature helps you turn your product descriptions into eye-catching marketing tools. However, don’t forget to follow all the policies and restrictions mentioned above. It might feel overwhelming at first, but the effort pays off in the long run.
