Previously known as Enhanced Brand Content (EBC), A+ content on Seller Central represents a brand on Amazon. A seller can increase their sales by adding A+ content to their product listings. In the competitive world of e-commerce, first impressions are crucial. With mere seconds to captivate potential customers, sellers must go above and beyond to ensure their product listings catch the eye and leave a lasting impact. And there’s nothing quite as effective as A+ content.

What is Amazon Enhanced Brand Content?

In essence, Enhanced Brand Content (EBC) is a feature provided by Amazon that allows sellers to enrich their product listings with informative images and neatly presented data using bullet points in descriptions. This feature is available to sellers registered on the Amazon Brand Registry, enabling them to enhance and customize their product descriptions.

When browsing products on Amazon, some might have A+ content while some may not but customers are naturally drawn to listings with Enhanced Brand Content (EBC) due to its informative nature. EBC, also known as Amazon A+ content, allows sellers to include explanatory images showcasing product features and usage instructions, enhancing the overall shopping experience.

Implementing Enhanced Brand Content is an effective strategy to reduce Advertising Cost of Sales (ACoS) and boost conversion rates. By optimizing product listings, EBC significantly contributes to improved performance. At eStore Factory, our listing optimization services cover every aspect of EBC, including product titles, bullet points, and detailed descriptions. Additionally, we ensure that Amazon photos and videos are optimized to increase visibility and drive traffic to the listings.

Eligibility Requirements of Amazon A+ Content

Before diving into creating rich content, ensuring compliance with Amazon’s criteria is crucial.

To begin, register and gain approval on the Amazon Brand Registry. Eligibility extends to vendors or sellers with registered products on Amazon Launchpad and Exclusives. Once approved, they can utilize the EBC or A+ content features for ASINs within their brand’s approved catalogs.

How to Add EBC on Amazon?

To begin adding A+ content to a selected ASIN, follow these steps:

• Log in to the Seller or Vendor Central account on sellercentral.amazon.com.
• Navigate to the Advertising tab and select A+ Content Manager from the drop-down menu.
• Click on ‘Start Creating A+ Content.’
• Once sellers have completed these initial steps, they can customize their content according to their preferences. Start by entering the template name and language, then begin building the module.

Typically, modules include pictures, infographics, keywords, and comparison charts. Enter titles and apply ASINs of products from the inventory. Multiple ASINs can be chosen or the ‘Bulk Upload’ option for more than 1000 ASINs.

Sellers can also update existing EBC content. At any point, preview the EBC to see how it will appear on both mobile and desktop.

Before finalizing, ensure there are no punctuation, grammatical errors, misspellings, or unnecessary information. Follow the prescribed guidelines before proceeding to the ‘Reviews and Submit’ step. Once submitted, await approval.

Monitor the status of the content on the A+ Content Manager page to stay updated. Approval typically takes 7-14 days.

Modules of A+ Content

There are about 15 modules under A+ content that fall into different categories.

• Text module

Text module consists of two types – standard and product description text, which provide plain text spanning the entire width of the page.

• Full-width images

Modules in this category feature standard images with overlaid text in both dark and light colors. They are particularly effective for showcasing lifestyle products with images demonstrating the product in use. Additionally, this module includes image headers with text to highlight the unique features of a product.

• Smaller images – Single

These modules consist of standard single left and right images, accompanied by sidebar highlights, feature fulfillments, and specifications. They are utilized in bullet point format to enumerate features and details about the brand. This method effectively presents text-heavy information with accompanying images, making it simple for customers to comprehend the enhanced content.

• Smaller images – Multiple

This module category comprises standard three and four images, along with text in quadrant and multiple image module A formats.

Exercise caution when using multiple images, as they can easily seem redundant. These modules effectively spotlight product features in groups, presenting visuals and text.

• Comparison Charts

This module type is highly effective for showcasing various versions of the same product that are offered. By listing out the significant differences between each version, sellers can assist buyers in comparing and selecting the right product variant with ease.

What are the benefits of Enhanced Brand Content?

Allow me to shed light on the valuable benefits of this feature so the sellers can fully grasp its potential.

Firstly, A+ content serves as an excellent way to draw attention to a product and cultivate brand awareness and loyalty. Additionally, it contributes to increased sales and return on investment (ROI) by distinguishing the product within its niche.

Moreover, leveraging visually appealing A+ content can effectively reduce bounce rates as customers are more inclined to explore the product description. Utilizing comparison charts can highlight the product’s unique selling points and competitive pricing, compelling customers to choose the product over competitors.

Providing accurate information on benefits and specifications ensures that customers have a clear understanding of what they are purchasing, subsequently reducing negative reviews and returns.

Furthermore, Amazon Stores offer the advantage of consolidating all the brand’s products into a single mini-store, driving more sales compared to linking to individual product pages. With the recent elimination of predefined templates for A+ content, brands have greater flexibility in Storefront Design for Amazon that reflect their essence, potentially leading to higher conversion rates.

Enhanced Brand Content also provides innovative options, such as connecting bullet points with images, allowing for a synthesis of copywriting and design that aligns with the brand’s colors and creates a distinctive and visually appealing presentation.

Lastly, EBC offers tools for mobile optimization, enabling to effectively communicate with customers across various devices and channels, fostering creativity and brand awareness.

Final Thoughts:

Adhering to the mentioned policies and guidelines may seem daunting for sellers. However, ensuring compliance and avoiding violations is crucial and ultimately highly rewarding. EBC and A+ content play a significant role in showcasing the brand and products while also enhancing the search result rankings.

Sales, conversions, and returns hinge on A+ content, as it can significantly influence purchasing decisions. Therefore, it’s crucial to craft high-caliber content that meets quality standards and enhances the product page.