Everything That You Need To Know About Amazon Enhanced Brand Content EBC

22 Mar 2023

by Evantage

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A well-liked feature of Amazon called Amazon Enhanced Brand Content, or EBC enables Amazon sellers to upgrade the effectiveness of their product descriptions by including graphics and enables you to display your product data in a way that appeals to potential customers.

Product presentations can be particularly crucial in sales since they often give buyers their first impression of a new product and may persuade them to buy from a business they had never heard of before. Some Amazon sellers fall behind when it comes to Amazon listing optimization.

As an Amazon seller, you want an engaging product listing, and EBC can help you there. To learn more about EBC, read through the article to avoid making mistakes in your product presentations.

What is Enhanced Brand Content on Amazon?

Amazon Brand Registry-registered sellers can edit and improve their product descriptions through EBC. Defined, it's an Amazon SEO function that lets you add pictures with descriptive text to your product descriptions. It also includes employing bullet points in product descriptions to convey the material more elegantly.

One will naturally go toward products that employ EBC listings when browsing products on Amazon, even if some may have A+ content, whereas others may not. This is so that you can see detailed images about the product, its characteristics, and how or where to use it in EBC or Amazon A+ material.

The most effective strategy to lower ACoS and raise conversions and sales is to use enhanced brand content. This is due to its significant impact on optimizing your product listings. Evantage can help you with your Amazon listing optimization. They’ll ensure your Amazon images and videos are optimized to increase visibility and draw customers.

What you need to know about Amazon EBC, A+, and A++ content

The characteristics of EBC and A+ content have now been simply integrated into one by Amazon SEO. On Amazon, there are two distinct platforms for sellers: Vendor Central, which provides goods or services directly to Amazon, and Seller Central, which sells directly to consumers. EBC was created for Seller Central, and Amazon A+ content was created for Vendor Central because both platforms needed content management.

The tab for A+ content management has been moved from the old EBC interface to Amazon Seller Central. It includes HD movies and more sophisticated product details. A++ or Premium A+ material is an additional feature. Only the major competitors in the market, such as luxury companies or enormously popular tech items, have access to this unique, invite-only function from Amazon SEO.

What are the distinctions between A+ content from A++ material?

Here are a few highlights of the significant distinctions between A+ and A++ material on Amazon SEO:

A+ Content	Premium or A++ content
It is free of cost.	A++ content is paid service and costs thousands of dollars.
Accessible to merchants and sellers with an Amazon Brand Registry account.	It is available only for the big players in the market. It is an invite-only feature.
Images that are 970 pixels wide but only fill part of the page.	Images and videos fill the entire dimensions of the page, which is 1464 pixels.
A more flexible character limit is appropriate for products that require longer detail.	Ideal for rich graphics that cut down on character count.
5 modules of product information per page.	7 modules for each page's product description.

Eligibility Requirements for Amazon EBC

Everyone wants to provide rich material, but first, you should confirm that you adhere to the standards established by Amazon. As a seller, you must get yourself approved and listed on the Amazon Brand Registry first. Anyone with products listed on Amazon Launchpad and Exclusives is qualified to apply. They can use the EBC or Amazon A+ content functions for ASINs that are a component of their brand's authorized catalogs.

Methods for adding EBC to Amazon

Following these procedures will allow you to begin uploading Amazon A+ content for any chosen ASIN once it has been registered and satisfies all requirements:

1. Begin by visiting sellercentral.amazon.com and signing into your Seller or Vendor Central profile.

2. Launch A+ Content Manager by selecting it from the drop-down option after clicking the Advertising tab.

3. Go to "Start Creating A+ material" and click.

4. After completing the procedures, you can personalize and customize them in any way you choose. After entering the template's title and language, you can begin creating your module.

5. Usually, modules come with images, graphics, tags, and comparison tables. Enter the ASINs and titles of the items in your catalog. When the ASINs exceed 1000, you can select more than one ASIN or use the bulk upload feature. You can also modify an existing EBC through Amazon listing optimization. You can check a glimpse of your EBC on a mobile and desktop device at any time.

6. Making sure there is no grammar, punctuation, spelling, or unnecessary content is the final and most important phase. Before you complete the last step, "Reviews and Submit," make sure you adhere to the established rules. After that, you must wait for clearance.

You can keep track of the progress of your work and get updates on the A+ content manager website. Your content may need to be approved for 7–14 days.

What is the price of Amazon Enhanced Brand Content?

Formerly a premium service, Amazon EBC is free for merchants and sellers who want to employ Amazon A+ content offerings for their listings. The price of Premium A+ content is, nevertheless, extremely considerable. Regular, small-time merchants and product manufacturers cannot afford the hundreds of thousands of dollars it can cost.

As previously indicated, access to premium A+ or A++ content is by invitation only, and only users registered on Amzon Vendor Central are eligible to utilize it. Only large, well-known firms may use it because prices start at $250K and can reach $500K for every product type on Amazon listing optimization.

A+ modules for content

Approximately 15 modules fit into several category kinds.

Text

There are two different sorts of text modules that give plain text across the full surface of the page: standard and product description text.

Full-width pictures

This module, designed to highlight a product's special qualities, involves visual headers with text. This type of module usually includes graphics with overlays of both dark and bright text. This works well for showcasing lifestyle products with pictures of them in action.

Smaller photos - Single

The ideal approach to display information that is predominantly text-based with graphics that make it simple for clients to comprehend the purpose of the upgraded content is to do so. These modules include standard single left and right pictures, a sidebar, highlights that fulfill, and specs. These are used to list attributes and brand information in bullet point style in the Amazon SEO results.

Smaller photos - Multiple

Standard three- and four-image modules, texts with a quadrant, and a multiple-image module A are all included in this class of modules. With the help of images and text, these modules can bring together and highlight various product aspects. Multiple photos should only be used sparingly because they can quickly become repetitive.

Comparative Tables

The best approach to display different iterations of a product you represent is with a module of this kind. By highlighting the key distinctions between each product version, you may make it simpler for customers to evaluate and choose the best one.

Depending on the product attributes you wish to emphasize, this will vary. The various module types discussed here have many characteristics since, generally speaking, they all offer a variety of text and image combinations. Therefore, you must first determine which model meets your needs if you need help choosing and developing a design. Once you've made that decision for Amazon listing optimization, you may construct a full layout by selecting several components and combining them to produce an attractive, appealing design.

Design Guidelines for Amazon Enhanced Brand Content. What to do and not to do?

Your A+ work has been submitted for review, and you're pondering why it's taking longer than expected. Worse, you might begin to worry that it won't be accepted.

Now that your EBC is over, it's time to go back on how you handled it and remember the rules you broke so you won't repeat them the next time.

Dos

Before submitting, check for grammar, punctuation, and spelling mistakes.
The text needs to be clear and concise.
Use high-definition photos and text together.
Instead of merely being text-heavy, make it information-rich.
Mobile and desktop compatibility
To create EBC-compliant and ready photos, use the proper proportions and pixel quality.
Even though it differs depending on the template selected, image resolution is still important.
To break up the monotony of a product specifications page and draw customers' attention to various features and elements of an item, banners are helpful. These features and areas can easily encourage customers to purchase the item.

Don’ts

No registered brands, copyrights, or logos may be incorporated into the content, whether your own or a competitor's.

Stay away from time-sensitive content, such as shipping.

No reference to a warranty or guarantee is appropriate.

Steer clear of promotional statements that are overstated or factually unsupported.

Links and watermarks must not be indicated.

Do not mention yourself as a dealer, seller, or supplier or provide contact details.

The reason why Amazon Enhanced Brand Content is denied

Your work may still be rejected even if you adhere to all the EBC criteria. On the "Content Manager" tab, you can see the current state of your content. You only need to visit the product description page of that specific ASIN to see if it has been approved; it will then be shown.

If it is denied, the A9 algorithm of Amazon SEO is likely to have determined that your material does not adhere to Amazon's policies and practices. The content's components, bullet points, comparison tables, and images must adhere to Amazon's selling guidelines and the specifications of that specific product category.

The various reasons your EBC might have been turned down are listed here.

Making extravagant, exaggerated, or untrue claims is strictly forbidden, as stated in this article's "Don't" part. Without real FDA approval, claims about a product's nutrient content and health must not be made. Furthermore, without strong scientific support, ecological claims about a product's resource efficiency and safety shouldn't be made.
Because the "FDA approved" stamp cannot be linked with products used in the private industry, it should never be used carelessly. Therefore, it is a significant offense if a vendor utilizes it without the appropriate authority.
It's important to employ keywords properly since if they circle prohibited terms, such as names of prescription drugs, your material may be rejected. Keywords like "CBD," "free shipping," and "antibiotics" are all reasons to reject a keyword.
Your ASIN issues are yet another crucial factor in Amazon listing optimization. It could be an issue if the brand name mentioned on that specific ASIN differs from the one on Amazon's Brand Registry. Small differences in the names' appearance due to hyphens, character counts, spaces, etc.
Make sure the catalog numbers, design, and product model on your GTIN match exactly. Visiting Seller Central and using the "Manage Inventory" feature to change any ASIN, this may be kept an eye on and addressed.
You must use caution when submitting content to Stores on Amazon because it cannot contain any promotional material. You will be denied if you attempt to add anything about attractive discounts, free delivery, or decreased prices.

How to produce EBC or A+ material that works

To get ideas for your Amazon EBC design, you have a lot of choices. You can use your EBC to creatively convey your brand's narrative, regardless of whether you market lifestyle goods or entire home and garden necessities.

Simple, readable information: Mobile browsers are known to scan content and have limited attention spans. Therefore, your material must make it easy for readers to understand the value and applications of your items quickly. Make sure to create simple content.
Stand out: Vendors must make their goods distinctive. Highlight the distinctiveness of your items with material that will catch customers' attention, compel them to explore, and convince them that they require it. Use pictures depicting the product used in everyday situations if you are marketing lifestyle products. Showcase the distinctive qualities of your product and how it might alleviate customers' typical problems.
Utilize visuals: You can entice customers with pertinent, high-quality photographs of the appropriate size. Make sure your A+ content is compelling enough to persuade readers to buy. Online buying is all about the sensation of experiencing a product's uniqueness without really handling it.
Your product vs. competitors: Your EBC should describe your brand compared to your rivals. Applying those findings to your brand and enhancing your image can help you, and so do so. Use fonts and colors that are typically connected with your brand's recognition for your Amazon listing optimization. Investigate the features of your rivals that attract buyers as well.
Conversion rate: You can learn from the material you publish to increase your EBC in the future. When determining how to account for your conversion rate. The performance of your content is poor if your conversion rate declines. It could be for various reasons. By evaluating this, you can better understand your target market and make adjustments to produce a more successful EBC the following time.
Alt-text: When you post images as part of your content, you must provide keyword descriptions for those images in the form of alt-text. For people who are visually handicapped, this is helpful. In addition to giving more details about the goods being presented, placing these descriptions beneath the photographs will assist Google, Bing, and other well-known search engines index your product.

Advantages of Improved Brand Content

You might have completed the preceding steps and be waiting for your EBC to go active, or you might still need to figure out how it will help you.

So that you don't give up, allow us to educate you on the advantageous effects of this feature.

The greatest method to demonstrate how your product differs from others in its sector is to draw attention to it. It is the finest technique to, first and foremost, bring attention to your goods and increase brand awareness and customer loyalty. It also aids in boosting sales and ROI, as was already mentioned.
Using the same methods, you can also lower your bounce rate. Amazon A+ content that looks good will entice customers to read the product's description. To convince them that your product fixes their issues, use comparative charts. To convince customers to choose your product over a competitor's, emphasize how reasonable your pricing and attributes are.
Customers will know what they're getting if the advantages and features are accurate when purchasing your products. Thus, if a product's description in the EBC is accurate, it can significantly reduce unfavorable reviews and product returns.
Brands now have more freedom thanks to Amazon's recent removal of its pre-made templates for A+ content. You can group your brand's products into one mini-store on Amazon. Because ads linked to shop pages generate more sales than those linked to product description pages, Amazon Stores are advantageous. You may create eye-catching shops that capture your brand's spirit and utilize them to encourage customers to learn more about and discover your items. It will likely result in a higher conversion rate.
Amazon's Enhanced Brand Content offers creative ways to link bullet points with visuals. This enables you to combine copywriting, design, and brand-related colors to produce something unique and lovely.
To help you communicate with your audience more successfully, EBC also offers mobile optimization solutions. There is more scope for creativity and raising awareness of any brand.

Conclusion

Adhering to all of the rules above and regulations could be taxing for a seller. While it may seem difficult to remember all the rules and not break them, doing so is quite advantageous. This is because EBC and A+ content protect your business and products and raise your search engine ranking.

Creating a high-quality product page is crucial to create content that fulfills quality standards. Sales, leads, and returns rely on A+ content, which can seriously affect purchasing decisions. Evantage's SEO guide will offer you all the knowledge you require on listing management with the use of EBC, in turn, assists with increasing your position on Amazon SEO rankings.

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