What is EBC or A+ Content?
Amazon A+ content or EBC is a feature that allows brand owners and Amazon sellers to enhance their product descriptions with visually rich content such as images, text overlays, comparison charts, and more. This upgraded Amazon product listing format aims to provide shoppers with a more engaging and informative shopping experience, ultimately increasing conversion rates and customer satisfaction.
Amazon A+ Content is designed to enhance Amazon product detail pages with engaging text, stunning imagery, high-definition videos, eye-catching banners, and more. Amazon A+ Content isn’t just about aesthetics; it’s about boosting sales potential. Studies show that utilizing Amazon A+ Content can drive up to a 20% increase in sales. Best of all, it’s complimentary for registered brands operating under a Professional selling plan (starting at $39.00 per month, plus applicable selling fees).
Source: Amazon.com
What are the Benefits of Amazon A+ Content or EBC?
Amazon Enhanced Brand Content offers a myriad of benefits that can positively impact your brand’s performance in the Amazon marketplace. From improving Amazon brand perception and conversion rates to reducing returns and gaining a competitive edge, Amazon EBC is a valuable tool for brands looking to succeed in the highly competitive world of e-commerce.
Improved Brand Perception
Amazon EBC allows you to go beyond standard product descriptions and visually showcase your brand’s story, values, and unique selling points. This means you can convey your brand’s personality, mission, and commitment to quality more engagingly and memorably. By presenting your Amazon brand in a favorable light, you can build trust and credibility with potential customers, ultimately fostering a positive perception of your brand.
Source: Amazon.com
Increased Amazon Conversion Rates
Amazon EBC allows you to highlight key features, benefits, and use cases of your products, addressing any potential concerns or questions that shoppers may have. As a result, customers are more inclined to complete their purchase, leading to higher Amazon conversion rates.
Reduced Returns
By providing detailed product information and highlighting features, Amazon EBC can help reduce the likelihood of returns due to misunderstandings or unmet expectations.
Enhance Amazon Product Visibility
Amazon EBC can also improve your product’s visibility in search results and increase click-through rates, driving more traffic to your Amazon product listings. Visually appealing content and enhanced product descriptions can capture the attention of potential customers, encouraging them to click on your Amazon product listing over competitors’.
Source: Amazon.com
Competitive Advantage
Utilizing Amazon A+ can give your products a competitive edge by making them stand out among similar Amazon product listings and offering a more compelling shopping experience. This not only helps attract more customers but also fosters brand loyalty and repeat purchases.
What are the Requirements for Amazon EBC?
Before you can start adding Enhanced Brand Content to your Amazon product listings, there are a few requirements to keep in mind:
Amazon Brand Registry
- To access the Amazon EBC feature, you must be enrolled in the Amazon Brand Registry.
- Amazon Brand Registry provides you with tools to manage and protect your brand, including A+ content.
Source: Amazon.com
Eligible Products
- Not all product categories are automatically eligible for Amazon EBC. Certain categories may require additional criteria to qualify.
- It’s crucial to review Amazon’s guidelines to ensure your products meet the eligibility requirements for Amazon EBC or A+ content inclusion.
- Not all product categories are automatically eligible for Amazon EBC. Certain categories may require additional criteria to qualify.
High-Quality Content
- Amazon maintains specific standards regarding the quality of content permissible for EBC.
- This includes guidelines for image resolution, text restrictions, and prohibited content.
- Images should be high-resolution and showcase the product in an engaging and informative manner.
- Text content must adhere to Amazon’s policies, avoiding deceptive or misleading language, and providing accurate product information.
- Prohibited content may include anything that violates Amazon’s policies or intellectual property rights.
Comprehensive Product Information
- Amazon EBC allows you to enhance your product listings with additional content, but it’s essential to ensure that the information provided is comprehensive and accurate.
- Detailed product descriptions, features, benefits, and usage instructions can significantly enhance the customer experience and drive conversions.
Source: Amazon.com
You must be enrolled in the Amazon Brand Registry to access the Amazon A+ content feature.
What are the Steps to Add A+ Content (EBC) in Amazon Product Listings?
1. Log in to Amazon Seller Account
- Visit the Amazon Seller Central website and log in with your credentials. If you’re not already registered as a seller, sign up by exploring our previous guide on creating an Amazon seller account.
- Once logged in, you’ll land on your Seller Central dashboard.
2. Select Amazon A+ Content
- From the dropdown menu under the “Advertising” tab, locate and select “Enhanced Brand Content” A+ Content Manager” (depending on the naming convention Amazon is using at the time).
Source: Amazon.com
3. Choose Your Product
- You’ll be presented with a list of your products. Choose the Amazon product listing you want to enhance with Amazon A+ content.
- Ensure that the product is eligible for Enhanced Brand Content. Not all products may qualify.
4. Create Content
- Use Amazon EBC templates to create visually appealing content that highlights your brand and product features.
Source: Amazon.com
- Utilize these Amazon EBC templates to craft content that effectively showcases your Amazon brand and highlights key features of the product.
- Include high-quality images and compelling copy that emphasize the unique selling points of your product.
5. Submit for Review
- Once you’ve completed your Amazon EBC or A+ content, submit it for Amazon’s review and approval.
Source: Amazon.com
6. Monitor Performance
- After your Amazon A+ content or EBC-enhanced listing goes live, use Amazon’s analytics tools to monitor its performance.
- Track metrics such as conversion rate, click-through rate, and sales to gauge the effectiveness of your Amazon A+ content.
- Analyze the data regularly and make adjustments to your Amazon A+ content as needed to optimize performance and drive sales.
How much does adding Amazon A+ Content cost?
Amazon Enhanced Brand Content is available to sellers enrolled in the Amazon Brand Registry at no additional cost. However, keep in mind that there may be associated costs with creating high-quality content, such as hiring designers, photographers, content writers, and marketers.
Conclusion
Amazon Enhanced Brand Content offers brands a powerful tool to differentiate their products, increase sales, and enhance the overall shopping experience for customers. By leveraging Amazon A+ content or EBC, you can effectively communicate your Amazon brand story, highlight product features, and stand out in the Amazon marketplace.
To enhance your brand presence on Amazon through Enhanced Brand Content, feel free to reach out to us or visit our website, where we provide professional Amazon marketing and management services. Our team of experts specializes in handling various aspects of Amazon selling, ensuring a smooth and hassle-free experience for you.
Anchal Narang works as a Digital Marketing expert at Epiphany Infotech in India. She specializes in On-page and Off-page SEO, with a particular enthusiasm for Amazon marketing management and PPC marketing. Beyond her professional role, she maintains an insatiable curiosity for the latest digital advertising strategies and technology developments.
