What is EBC? Beginner's Guide to Amazon Content 2024

Amazon sellers continue to tap into Enhanced Brand Content (EBC) ahead of 2024, which has been renamed to A+ content, in order to distinguish their products from others and drive more sales. This powerful tool allows brand owners to enhance their product descriptions with rich images, text placements, and customized layouts, making their listings more informative and visually appealing.

An increase in sales is something that has been shown to be greatly affected by adding A+ content, according to Amazon. In this blog, find out everything regarding what is EBC on Amazon,how it works in 2024, and how you can make the most of it to increase your product listings.

Quick Guide

• What is EBC on Amazon: Understanding Enhanced Brand Content in 2024
• Amazon EBC, A+, and A++ Content – Everything to Know
• Differences between A+ and A++ Content
• Why is EBC Important for Amazon Sellers?
• Steps to Add Enhanced Brand Content on Amazon
• Cost-Efficiency of Enhanced Brand Content
• Informative A+ Content Modules for Amazon
• Best Practices and Common Mistakes in EBC Design
• How Amazon EBC Can Boost Your Business?
• Final Thoughts

What is EBC on Amazon: Understanding Enhanced Brand Content in 2024

Amazon has designed a feature called Enhanced Brand Content (EBC) that lets sellers include attractive images, infographics or simply stylized text when they write about their items for sale. Hence, this results in more attractive and visually appealing product content when it comes to providing information about products. Whenever someone is viewing products on Amazon, those that have EBC usually draw more interest because they are detailed and visually appealing.

EBC is very helpful as it enables the inclusion of explanatory pictures concerning the product, its characteristics and how to use it, thereby playing a significant role in fine-tuning your product listings, leading to reduced advertising costs of sale and an increased conversion rate. Sellers on the Amazon Brand Registry whose products’ descriptions have been enhanced are able to customize their descriptions to be different from others.

Amazon EBC, A+, and A++ Content- Everything to Know About

Amazon has now combined the features of EBC and A+ content into one comprehensive platform. There are two seller platforms on Amazon: Seller Central, which sells directly to consumers and Vendor Central, which sells directly to Amazon. While EBC was originally intended for Seller Central, A+ content was intended for Vendor Central. The A+ content manager tab is now found in Seller Central.

Additionally, there is an exclusive, invite-only feature called A++ or Premium A+ content. This feature is available only to big players in the market, like luxury brands or large, internationally known tech products. A++ content offers more advanced features, such as HD videos and more sophisticated product descriptions.

Differences between A+ Content and A++ Content

Here are some key differences between A+ and A++ content on Amazon:

Why is EBC Important for Amazon sellers?

Improved Conversion Rates

Enhanced Brand Content (EBC) significantly boosts the visual and informational quality of product listings, making them more appealing and comprehensive. This detailed presentation helps reduce buyer hesitation, leading to higher conversion rates.

Enhanced Customer Experience

EBC allows sellers to provide a richer shopping experience through detailed descriptions, high-quality images, and interactive elements like videos. This level of detail helps customers make informed decisions, enhancing their overall satisfaction and reducing return rates.

Brand Differentiation

In a crowded marketplace, EBC helps sellers stand out by allowing them to showcase unique brand stories and product benefits that go beyond the standard listing format. This differentiation is key to capturing customer interest and loyalty.

Increased Engagement

With the ability to include custom layouts, images, and videos, EBC can make a product page more engaging. More engaged customers are likely to spend more time on the listing, which can lead to better sales outcomes.

SEO Advantages within Amazon

While Amazon does not explicitly state that EBC directly impacts SEO, many sellers notice better organic rankings due to the improved user engagement and reduced bounce rates associated with comprehensive and visually appealing EBC content.

Steps to Add Enhanced Brand Content on Amazon

For any selected ASIN that meets all the requirements, follow these steps to add A+ content:

• Log into Seller/Vendor Central: Go to sellercentral.amazon.com.
• Navigate to A+ Content Manager: Click on the Advertising tab and open A+ Content Manager from the drop-down menu.
• Start Creating A+ Content: Click on ‘Start Creating A+ Content’.
• Customize and Create: Enter the template name and language, and start building your module. Modules typically consist of pictures, infographics, keywords, and comparison charts. Enter titles and apply ASINs to products in your inventory. You can choose multiple ASINs or opt for the ‘Bulk Upload’ option for more than 1000 ASINs.
• Preview and Submit: Ensure there are no punctuation or grammatical errors and follow the prescribed guidelines before submitting. Once submitted, wait for approval.
• Monitor Status: Check the A+ Content Manager page to monitor the status of your content. Approval can take 7-14 days.

Cost-Efficiency of Enhanced Brand Content

Enhanced Brand Content (EBC) used to be a paid service, but now Amazon offers it for free to most sellers and vendors registered on the Amazon Brand Registry. This accessibility allows a wide range of sellers to enhance their product listings without incurring additional costs.

However, premium A+ (A++) content remains a paid service and is quite expensive. This invite-only feature is designed for large brands and top-tier sellers. Pricing for Premium A+ content starts at $250,000 and can go up to $500,000 per product type. Due to its high cost, only well-established brands with substantial marketing budgets typically utilize this advanced feature.

Informative A+ Content Modules for Amazon

Amazon offers about 15 A+ content modules, categorized into different types.

Text

There are two types of text modules – standard text and product description text. These modules provide plain text spanning the entire width of the page.

Full-Width Images

This category includes standard images with overlays of dark or light text, ideal for showcasing lifestyle products in use. Image headers with text are part of this module, drawing attention to a product's unique features.

Smaller Single Images

Modules in this category feature standard single left and right images, with sidebars, highlights, and specifications. They are perfect for presenting text-heavy information alongside images, making it easy for customers to understand the enhanced content.

Smaller Multiple Images

This category includes standard three and four images, text with quadrants, and multiple image module A. Multiple images can highlight product features in groups with visuals and text but should be used cautiously to avoid redundancy.

Comparison Charts

Comparison charts are the most effective way to showcase multiple versions of the same product. They help buyers easily compare and choose the right version by listing important differences.

While the different types of modules have similarities, each provides varied combinations of text and images. To choose the best modules for your design, first decide which product features you want to highlight. Then, create a complete layout by selecting and combining different modules to form an impressive, eye-catching design.

Best Practices and Common Mistakes in EBC Design

Creating effective Enhanced Brand Content requires careful attention to Amazon's guidelines and best practices. Here are some crucial dos and don’ts:

Dos:

• Proofread Content: Ensure there are no grammatical errors, typos, or punctuation mistakes before submitting your content.
• Use HD Images: High-quality images are essential for making your content visually appealing and professional.
• Ensure Mobile and Desktop Compatibility: Design your EBC to look good on both mobile devices and desktop screens to reach the widest audience.

Don’ts:

• Avoid Promotional Claims: Do not make exaggerated, non-factual claims about your product. Stick to verified and accurate information.
• Do Not Use Registered Trademarks and Symbols: Avoid using trademarks, copyrights, or symbols that you do not own, including those of your competitors.
• Exclude Contact Information: Do not include any contact information, URLs, or references to yourself as a distributor, seller, or vendor.

How Amazon EBC Can Boost Your Business?

Enhanced Brand Content provides numerous benefits to Amazon sellers:

Building Brand Loyalty

EBC helps your product listings stand out, attracting more attention and building brand loyalty. It is a powerful tool for differentiating your products from competitors.

Reducing Bounce Rates and Negative Reviews

Visually appealing and informative EBC reduces bounce rates by keeping customers engaged. Accurate descriptions reduce negative reviews and returns, as customers know exactly what they are purchasing.

Improving Search Engine Optimization (SEO)

Although Amazon does not explicitly confirm that EBC impacts SEO, many sellers notice improved organic rankings due to increased customer engagement and reduced bounce rates. Engaged customers are likely to spend more time on the listing, signaling to Amazon's ranking algorithm that the product is relevant.

Tools for Mobile Optimization

Amazon provides tools for optimizing EBC content for mobile devices, ensuring a seamless shopping experience for mobile users. Given the prevalence of mobile shopping, this is crucial for maintaining high engagement and conversion rates.

Final Thoughts

Following all the policies and guidelines for creating Enhanced Brand Content can be challenging, but it is immensely beneficial in the end. EBC and A+ content not only help in projecting your brand and products but also improve your ranking on search results. Enhanced Brand Content can make or break buying decisions, so it is important to create high-quality content that fulfills all requirements and engages customers effectively.