Summary: If you’re a vendor on Amazon and not aware of the value of Enhanced Brand Content (EBC), or don’t know—what is EBC and its benefits—then you’re missing a big opportunity to showcase your products effectively. This blog covers everything from A to Z about Amazon Enhanced Brand Content (EBC), including ways to optimize A+ Content, reasons why your content may not meet the guidelines, costs, and more.

Key Takeaways

  • Brand-registered sellers can make better product descriptions on Amazon with EBC, which is also known as A+ Content.
  • Sellers must sign up for the Amazon Brand Registry and have an approved brand catalog in order to use Amazon Enhanced Brand Content.
  • Premium A+ Content, sometimes just called “A++,” is a feature that you can only get by invitation,
  • To get approved, you have to follow Amazon’s content guidelines, which include things like using high-quality images and not making claims that are too good to be true.

As a vendor, one of the most effective ways to boost conversion rates is by utilizing EBC or Amazon A+ Content. Research shows that A+ Content can increase sales by up to 8%, while Premium A+ Content, also known as A++ Content, can boost sales by up to 20%. The EBC benefits are clear: this enhanced content helps your brand stand out and significantly increases your sales potential in a competitive market.When discussing Amazon EBC (Enhanced Brand Content), we’re talking about the enhanced product descriptions and visual elements. As a result, professional Amazon EBC Service can add accurate product descriptions that reduce negative reviews and product returns. Moreover, better visuals in A+ Content help customers understand the product better. 

What is EBC?

EBC, meaning Enhanced Brand Content, EBC is the old name Amazon used to refer to its tools for brand-registered sellers’ content enhancement. Today, it is called A+ Content. Originally meant for Vendor Central, A+ content is now accessible on Seller Central.

 

This premium feature lets sellers combine images and text to create striking product descriptions using branded ASINs. Furthermore, A+ Content guarantees a clear and relevant message about the product a user is seeking, thereby improving the quality of the material for the clients.

Amazon Enhanced Brand Content: Eligibility Criteria

To create rich content, you must meet Amazon’s criteria: Firstly, register and approve on Amazon Brand Registry. Amazon Launchpad and Exclusives sellers are eligible. Consequently, they can use EBC or A+ content for ASINs in their brand-approved catalogs. 

Benefits of Amazon Enhanced Brand Content

EBC benefits include the following:

  • It is the most effective method for drawing attention to your product, and it also contributes to the development of awareness and loyalty to your product.
  • A+ Content encourages customers to read the product description, which lowers the bounce rate.
  • Customers are better able to understand what they are purchasing as a result of the accurate information provided regarding the product’s specifications and benefits.
  • In addition to this, it offers tools for mobile optimization, which facilitates easy communication with customers. 

Steps to Add EBC on Amazon 

A Step-by-step guide to add EBC or A+ Content on Amazon:

Step 1: Start by logging into your account at sellercentral.amazon.com.

Step 2: Once logged in, click on the “Advertising” tab and select “A+ Content Manager” from the drop-down menu.

Step 3: Click on the “Start Creating A+ Content” button. You’ll be prompted to enter the template name and language. This is where you’ll start building your content.

Step 4: Create your A+ Content by selecting the appropriate modules, which may include images, infographics, keywords, and comparison charts. You can also add titles and apply ASINs from your product inventory. For large inventories, use the “Bulk Upload” option if you have more than 1,000 ASINs.

Step 5: If you need to update previously created EBC, you can do so here. Amazon allows you to preview how your content will look on both mobile and desktop before finalizing it.

Step 6: Double-check your content for any punctuation or grammatical errors, misspellings, or unnecessary information. Make sure you adhere to Amazon’s guidelines. Once you’re confident, click on the “Review and Submit” button to send your content for approval.

Step 7: After submission, you can track the status of your content on the A+ Content Manager page. Approval can take anywhere from 7 to 14 days.

Modules of A+ content

Text

Standard and product description text are two forms of text modules that offer plain text for the whole page width. 

Full-width images

Modules in this category include standard images with dark and light text overlays. This works best for lifestyle products that use photos. Moreover, this module highlights a product’s unique features with image headers with text.

Smaller images – Single

Single left and right images, sidebar, highlights, fulfills, and specifications are included in these modules. Furthermore, brand features and information are listed in bullet points. It’s the best way to present text-heavy content with images that help customers understand the enhanced content.

Smaller images – Multiple

This group of modules includes standard modules with three and four images, text with a quadrant, and module A with multiple images. 

When you use more than one image, be careful not to make them look like they’re the same thing. With these modules, you can use groups of images and text to show off different features of your products.  

Comparison Charts

Showcasing multiple versions of the same product you own is easiest done with this kind of module. Additionally, listing the significant variations between each helps a buyer to evaluate and purchase the correct version of the product quickly. 

Amazon EBC, A+, and A++ Content 

Many people may think that EBC (Enhanced Brand Content) and A+ Content are different, but they are actually the same and you can use it interchangeably. In simple terms, Amazon has now merged the features of EBC and A+ Content into one unified option.

Seller Central sells directly to customers, while Vendor Central sells directly to Amazon on Amazon. Both platforms exist separately. EBC and A+ content were for Seller Central and Vendor Central, respectively. Both platforms needed content management. 

However, Seller Central now has the A+ content manager tab instead of the Amazon seller EBC dashboard.  

Other features include A++ or Premium A+ content. This one is Amazon’s invite-only feature for luxury brands and global tech giants. Although similar to EBC and A+, it offers HD videos and more advanced product descriptions.

Difference Between A+ content and A++ content

EBC/A+ Content

  • There is no charge for it, i.e., it is free of cost.
  • A vendor or seller who is registered with the Amazon Brand Registry can take advantage of this feature.
  • There are five different product description modules available on each page.
  • It is suitable for products that require a greater amount of description and a character count that is easier to count.

A++ Content 

  • It requires payment and can cost several thousand dollars.
  • It is only accessible to those who have been invited.
  • There are seven different product description modules available on each page.
  • This is an appropriate choice for premium visuals that reduce the number of characters.

How Much Does Amazon Enhanced Brand Content Cost?

Amazon EBC now offers free A+ content services to vendors and sellers. However, premium A+ content is expensive. As a result, small vendors and brand owners cannot afford hundreds of thousands of dollars. 

As mentioned, Vendor Central users can only access premium A+/A++ content by invitation. Each product costs $250K to $500K, so only big brands can use it.  

Dos And Don’ts of Amazon EBC

Dos Don’ts
Proofread and check for grammatical errors. Avoid using registered trademarks, copyrights, or symbols.
Keep content precise and concise. Don’t use time-sensitive content, especially related to shipping.
Use HD images and combine them with text. Avoid mentioning warranties or guarantees.
Make content information-rich, not just text-heavy. Don’t make promotional claims that aren’t based on facts.
Ensure content is mobile and desktop-friendly. Refrain from using watermarks or URLs.
Use correct dimensions and pixel quality for EBC compliance. Avoid mentioning contact information or references to distributors, sellers, or vendors.

 

Reasons Why Amazon Enhanced Brand Content Gets Rejected

Despite following EBC guidelines, content may still be rejected. Check the content status on the “Content Manager” page. If approved, navigate to the product description section. If rejected, it likely violates Amazon’s A9 algorithm, as bullet points, comparison charts, and images must meet product category requirements.

 

  • Amazon prohibits making exaggerated or non-factual claims, especially about health, nutrition, or environmental benefits, without FDA approval or scientific evidence.
  • A stamp saying “FDA approved” should not be used casually because that specific logo cannot be associated with private sector materials.
  • The use of keywords has to be done appropriately because if your keywords revolve around restricted ones like prescription drug names, then your content will get rejected. Keywords that include terms like – CBD, free shipping, and antibiotics are all grounds for rejection. 
  • Problems with your ASIN are another important ground. If the name of the brand listed on that particular ASIN is not the same as the one on Amazon’s Brand Registry, it could be a problem. 
  • Additionally, small things like hyphens, number of characters, spaces, etc., could make the names appear different.
  • Ensure that your GTIN, which includes the catalog numbers, style, and model of the product, is an exact match. You can monitor and fix this by going to Seller Central and using the “Manage Inventory” tool to edit the necessary ASIN.

How to Optimize Amazon A+ Content?

Most of the time, keywords are what come to mind when we consider how to improve a listing. But keywords (or indexing) function a bit differently for A+ content. However, there are other things you should consider as well:

 

  1. Provide unique and relevant product information

Providing detailed information helps reduce returns and negative feedback. Therefore, include your unique selling proposition (USP) to distinguish your product from the competition.

  1. Make your content easy to consume. 

Avoid long paragraphs, confusing terms, and unknown abbreviations. Also, keep it concise and clear, highlighting key information in your images for quick scanning.

  1. Answer common questions from your listings, reviews, and competitors. 

If customers are asking, it means the info is missing or unclear. Therefore, address these concerns in your content.

  1. Alt-image keywords

A+ content images must now have keywords on Amazon. Amazon doesn’t index these, but Google will. Screen reader applications for visually impaired customers use image keywords. 

  1. Check out your competition and make yours better. 

If their A+ content looks good, make yours stand out even more. In other words, show customers why your brand is superior.

Amazon A+ Content Guidelines

If you want your A+ content to be approved by Amazon, there are a few rules you should follow while creating it. The following are some of the most important rules:

 

  1. Supported image file types :.jpg,.bmp, and.png in RGB colorspace.
  2. No use of animated images or blurry or low-quality images.
  3. Brands cannot mention awards received more than 2 years ago.
  4. Amazon strictly forbids including warranty or guarantee information, as well as references to off-Amazon return or refund policies.
  5. Violating Amazon policies, such as restricted product policies, category requirements, or program policies, leads to content rejection.
  6. It does not allow shipping details, QR barcodes, or personal information on A+ pages.
  7. Moreover, comparison charts can only compare against products owned by the same brand.
  8. Hyperlinks, external web links, or language redirecting to other sites are prohibited.

Final Thoughts

To conclude, A+ Content is crucial year-round. If your A+ Content, or Enhanced Brand Content (EBC) meaning, isn’t up-to-date, now’s the perfect time to optimize it. Do you want help to make your content better? Our Amazon EBC Service ensures your A+ Content is optimized and ready to attract attention, helping you stand out as shoppers look for their next big deal.