In the competitive world of e-commerce, standing out is essential, especially on a platform like Amazon where millions of products vie for consumer attention. This is where Amazon Enhanced Brand Content (EBC), now known as A+ Content, comes into play. By utilizing EBC, sellers can elevate their product listings and potentially increase sales. If you’re a seller wondering what EBC is or how to leverage it effectively, you’re in the right place. Let’s dive into everything you need to know about Amazon Enhanced Brand Content.
What is Enhanced Brand Content on Amazon?
Simply put, Amazon EBC is a feature that allows sellers to enrich their product listings with images, detailed descriptions, and informative content to better showcase their products. Registered sellers can modify their product descriptions and use visual storytelling to highlight features, benefits, and usage of their products effectively.
A product listing with EBC has a much higher chance of capturing customer attention. When customers browse Amazon, they are naturally attracted to listings featuring A+ content as it provides engaging explanatory visuals alongside product descriptions, helping them make informed purchasing decisions.
Amazon EBC, A+, and A++ Content – All You Need to Know
Traditionally, Amazon had two types of content management features for sellers: Enhanced Brand Content (EBC) for Seller Central users and A+ Content for those using Vendor Central. However, Amazon has now unified these features, and the tools for adding A+ content can now be easily found under Seller Central.
Moreover, A++ or Premium A+ content is an advanced tier that offers even more features, such as HD videos and extensive product descriptions, but this feature is usually reserved for high-end brands or significant market players and is available through an invite-only basis.
Differences Between A+ Content and A++ Content
Here’s a quick comparison of A+ and A++ content:
| Feature | A+ Content | Premium (A++) Content |
| Cost | Free | Paid, can cost thousands |
| Accessibility | Available to all registered sellers | Invite-only |
| Modules | Up to 5 product description modules | Up to 7 product description modules |
| Image Size | 970 pixels width (limited layout) | 1464 pixels width, fills the page |
| Character Count | More lenient for descriptions | Reduced, focuses on visuals |
Amazon EBC – Eligibility Requirements
To take advantage of Enhanced Brand Content, sellers must be enrolled in the Amazon Brand Registry. This not only allows access to EBC features but legitimately protects your brand’s intellectual property and overall integrity on the platform. Eligible vendors or sellers can create EBC for ASINs included in their approved brand catalogs on marketplaces like Amazon Launchpad and Exclusives.
Steps to Add Enhanced Brand Content on Amazon
Adding Enhanced Brand Content to your listings is a straightforward process. Here are the steps to get started:
- Log into your Seller or Vendor Central account.
- Click on the Advertising tab and select A+ Content Manager from the drop-down menu.
- Start Creating A+ Content by entering your template name and preferred language.
- Build your content by selecting modules containing text, images, infographics, and comparison charts. You have the option to use multiple ASINs or opt for a “Bulk Upload” if you’re working with more than 1,000 products.
- Preview your content as it would appear on mobile and desktop devices, ensuring everything looks great.
- Review and submit your content for approval, making sure to double-check grammar and formatting.
How Much Does Enhanced Brand Content Cost?
One of the great advantages of EBC is that it is free for sellers enrolled in the Amazon Brand Registry. This means you can enhance your product listings without any additional financial burden, which is particularly beneficial for new or small-scale sellers looking to maximize visibility and sales.
Dos and Don’ts of EBC Design
To ensure your EBC is as effective as possible, here are some dos and don’ts:
Dos:
- Use high-quality images and professional design.
- Highlight key features and benefits.
- Utilize infographics to convey complex information simply.
Don’ts:
- Avoid cluttered layouts or excessive text.
- Don’t use low-resolution images or generic stock photos.
- Avoid overly promotional language; focus on providing value.
Benefits of Amazon Enhanced Brand Content
Using Amazon EBC can offer several advantages for your product listings, including:
- Increased Sales: Enhanced content helps improve conversion rates and can lead to more sales.
- Lowered ACoS: A well-optimized product listing with EBC can reduce advertising costs and improve your return on investment.
- Brand Storytelling: EBC allows sellers to tell their brand story in a compelling way that resonates with customers.
- Credibility: Well-designed content reflects professionalism and can build customer trust.
How Much Does Amazon Enhanced Brand Content Cost?
If you’re an Amazon seller looking to elevate your product listings, you may have considered utilizing Amazon Enhanced Brand Content (EBC), also referred to as A+ content. Once a paid service, Amazon now offers EBC at no charge to vendors and sellers, making it more accessible for brands of all sizes to enhance their visibility on the platform. However, if you’re eyeing Premium A+ content, be prepared for a hefty price tag that would only suit larger, established brands.
The Shift in Pricing for Amazon EBC
Previously, Amazon charged vendors fees to use its A+ content services designed to improve product descriptions and boost sales. Thankfully for many sellers, Amazon has now eliminated these fees, allowing everyone from small businesses to larger enterprises to use EBC without concern for additional costs.
But what about those seeking Premium A+ content? This exclusive, invite-only service comes with a steep price starting at around $250,000 and can reach up to $500,000 for every product type. This high-cost places it out of reach for most small vendors and brand owners, limiting its availability to a select group of well-established brands.
Understanding A+ Content Modules
When you decide to use EBC, you’ll have access to various content modules that help shape your product’s story. Here are some of the key types:
Text Modules: There are standard and product description text modules that allow for full-width text on your listing. These provide essential information about your products concisely.
Full-width Images: This module features images with overlays that can highlight lifestyle features or unique attributes of your product. It’s an effective way to visually engage customers and offer them context on how the product can be used.
Smaller Images – Single: These are ideal for presenting bullet-point information about the features of your product through text and images. They streamline text-heavy content, making it easier for potential buyers to digest.
Smaller Images – Multiple: Offering three or four images along with text, this module can provide a comprehensive look at your product’s features. However, caution is advised, as too many similar images can create redundancy.
Comparison Charts: This module is incredibly effective for showcasing multiple versions of a product. By comparing key differences, these charts can guide buyers toward the right choice.
Dos and Don’ts for Effective EBC Design
After you’ve put together your Enhanced Brand Content, waiting for approval can be nerve-wracking. To increase your chances of an efficient approval process, adhere to these guidelines:
Dos:
Proofread Your Content: Ensure there are no grammatical errors or punctuation mistakes before submission.
Be Concise: Content should be informative yet straightforward and easy to understand.
Use High-Quality Images: Combine HD images with relevant text to create a visually appealing experience.
Mobile Optimization: Ensure your content is friendly for both mobile and desktop users.
Follow Image Guidelines: Adhere to the required dimensions and pixel quality for each module.
Don’ts:
Avoid Using Trademarks: Do not incorporate registered trademarks, copyrights, or symbols.
Steer Clear of Time-Sensitive Content: Don’t mention shipping times or current offers; this can lead to quick obsolescence.
No Guarantees or Warranties: Avoid mentioning warranties or guarantees in your content.
Don’t Make Unsubstantiated Claims: Being overly promotional can lead to rejection.
No Watermarks or URLs: Keep contact information out of your content and don’t reference your status as a seller or distributor.
Why Does Amazon Enhanced Brand Content Get Rejected?
Amazon’s Enhanced Brand Content (EBC) is a powerful tool that allows sellers to showcase their products in a more visually appealing and informative way. With the right EBC, you can boost your product visibility, enhance brand loyalty, and potentially increase your sales. However, after meticulously following the guidelines, you might still find your EBC rejected. Understanding the reasons behind these rejections is pivotal for sellers looking to take full advantage of this valuable feature.
Checking Your EBC Status
Before diving into the common pitfalls of EBC rejections, it’s essential to know how to keep tabs on your content. After submitting your EBC, head over to the “Content Manager” page on Amazon. Here, you can check whether your EBC has been approved or rejected. If it is approved, it will be reflected in the product description section of the specific ASIN (Amazon Standard Identification Number). If it isn’t, let’s explore some reasons why your content might not meet Amazon’s stringent standards.
Common Reasons for EBC Rejection
1. Non-Compliant Content
First and foremost, Amazon’s A9 algorithm enforces compliance with its policies and practices. Each component of your EBC—bullet points, comparison charts, and images—must adhere to both Amazon’s guidelines and the specific requirements tied to your product category. If your content crosses the line into areas that Amazon deems inappropriate, it will be rejected.
2. Biased Claims Without Support
Claims that are exaggerated or not factually substantiated can lead to immediate rejection. For instance, if you assert that your product has specific health benefits without backing these claims with valid FDA approval, it’s a red flag. Likewise, environmental claims about energy efficiency must be grounded in scientific evidence; otherwise, they will be deemed misleading.
3. Improper Use of Keywords or Terms
When crafting your EBC, it’s crucial to be cautious about the keywords you use. Misusing restricted keywords—such as prescription drug names, CBD, or antibiotics—can lead to content rejection. Ensure that your terminology adheres strictly to Amazon’s allowed provisions.
4. ASIN Mismatch
Another common source of rejection lies in issues with your ASIN. The brand name on the ASIN must match exactly with the one registered on Amazon’s Brand Registry. Even minor discrepancies—like the inclusion of hyphens, or differences in character count—can lead to mismatches that trigger a rejection. Ensuring consistency across your listings can save you time and frustration.
5. Promotional Content
Your EBC should not include any promotional content. Claims regarding deals, free shipping, or discounted prices are prohibited. Such content is considered sales-oriented rather than informative, which Amazon does not allow in EBC submissions.
How to Create Effective EBC Content
Understanding the reasons behind rejections is half the battle; the other half is crafting compelling EBC content that adheres to Amazon’s guidelines. Here are some essential tips:
1. Keep It Simple and Readable
Remember that many users are browsing on mobile devices with limited attention spans. Simplify your language and focus on clarity so potential customers can quickly grasp the utility of your products.
2. Highlight Unique Selling Points
Your EBC should clearly outline what makes your products unique. Utilize images that depict your product in real-life scenarios, emphasizing features that address common pain points for customers.
3. Use High-Quality Visuals
In a digital marketplace, visuals play a crucial role in capturing attention. Ensure that your images are not only high-quality but relevant to your product and enticing to your target audience.
4. Differentiate Yourself from Your Competitors
Analyze your competitors and identify what resonates with customers. Reflect on how you can convey your brand’s message and values distinctly in your EBC to stand apart from the crowd.
5. Monitor and Optimize
Pay attention to your conversion rates. If you notice a drop, it could indicate that your EBC isn’t effectively engaging your audience. Use this information to tweak your content and make it more appealing based on customer feedback and behavior.
6. Describe Your Visuals
When uploading images, include alt text with relevant keywords. This not only aids those who are visually impaired but also enhances your SEO, making it easier for search engines to index your products.
The Benefits of Enhanced Brand Content
Let’s take a moment to highlight the substantial benefits of Enhanced Brand Content (A+ Content). When implemented correctly, EBC can elevate your product’s online presence, foster brand awareness, and nurture customer loyalty. Here are some key advantages:
- Attracts Attention: EBC serves as an excellent platform for catching the eyes of potential customers and converting them into buyers.
- Improves Sales and ROI: By effectively communicating your product’s uniqueness and benefits, you can see an uptick in sales and greater return on investment.
- Reduces Bounce Rates: Compelling visual content can keep customers on your page longer, increasing the chance of conversion.
- Highlights Product Comparisons: Utilizing comparison charts can help customers understand why your product may be the best option available.
Integrating 3D Modeling for Enhanced Engagement
Taking your listings to the next level, consider integrating 3D product modeling. This innovative approach gives customers the opportunity to interact with your products in a highly detailed and engaging manner.
Why 3D Modeling?
Interactive Experience: Customers can virtually “handle” your product, allowing for a deeper understanding of its features and benefits.
Confidence Building: Seeing a product from all angles fosters greater trust and satisfaction, significantly reducing return rates.
Competitive Edge: 3D visualization sets your listings apart from competitors who may still rely solely on static images.
The Power of Design and Creativity
By harnessing the strengths of Enhanced Brand Content and 3D modeling, sellers can create standout product listings that not only captivate customers but also build brand awareness. This combination of high-quality visuals and compelling storytelling will drive sustained success in the eCommerce arena.
Optimize Your Listings with Tulfa’s Professional Help
If the world of EBC and 3D modeling feels overwhelming, don’t sweat it! There are professionals and tools available to assist you in optimizing your listings. Consider reaching out to experts who can guide you through the process and help you leverage EBC to its fullest potential.
At Tulfa, we specialize in empowering eCommerce businesses to maximize their presence on platforms like Amazon. Our team combines design and creativity to help you create visually stunning product listings that drive traffic and sales.
Get in Touch!
Ready to make an impact on Amazon? Let us help! For further assistance and optimization tips, reach out to us at hello@tulfa.com. Together, we can create a strategy that empowers your brand and boosts your sales performance.
Happy Selling!
