Why Amazon Sellers Need Enhanced Brand Content

Amazon is the go-to platform for buying and selling online, but succeeding as a seller isn’t easy. Many struggle to turn a profit, yet implementing the right strategies can make all the difference. One proven method is Enhanced Brand Content (EBC).

EBC, also called A+ Content, helps make your product listings look better and more professional. It lets you add high-quality images, clear descriptions, and eye-catching layouts. This not only grabs attention but also builds trust with shoppers, leading to more sales.

In such a crowded marketplace, making your products stand out is key. EBC gives you a way to showcase your brand and leave a lasting impression. Want to know how Enhanced Brand Content can help you succeed on Amazon? Let’s dive in!

What is Enhanced Brand Content?

Enhanced Brand Content (EBC), also known as A+ Content, is a feature Amazon offers to help sellers improve their product listings. It allows sellers who are part of the Amazon Brand Registry to add high-quality images, detailed descriptions, and well-organized bullet points to their listings. This makes the product information more engaging and easier for buyers to understand.

The main benefit of EBC is its ability to increase conversions while lowering advertising costs (ACoS). By presenting your products with clear visuals and informative descriptions, you build trust with potential buyers and make it easier for them to choose your product.

Using EBC can give your products a professional edge. High-quality images and videos, combined with well-written titles and descriptions, allow buyers to see your product’s value clearly. This improves their shopping experience and gives them a competitive advantage.

If you want your Amazon listings to stand out, Enhanced Brand Content (EBC) is an excellent tool. It helps you grab attention, answer customer questions, and boost sales. For sellers aiming to optimize their listings, services like The Techload can ensure your content is polished and effective, giving your products the best chance to succeed.

Amazon EBC, A+, and A++ Content – All You Need to Know

Amazon has streamlined Enhanced Brand Content (EBC) and A+ Content into a single feature called A+ Content Manager. Initially, EBC was for Seller Central users, while A+ Content was for Vendor Central users. 

Now, both are managed under the A+ Content Manager tab in Seller Central, making it easier for sellers to optimize their listings. A+ Content focuses on improving listings with high-quality visuals, detailed descriptions, and comparison charts. 

On the other hand, A++ Content takes this a step further by offering advanced features like interactive modules, HD videos, and full-width imagery, providing an immersive shopping experience. 

Difference between A+ Content vs. A++ Content

Below is a breakdown of the features, pros, and cons of Basic A+ Content and Premium A++ Content. 

Basic A+ Content

• Available at no extra cost for Amazon Brand Registered sellers.
• Includes multimedia features like photos, 360-degree product views, and comparison charts.
• Limited to standard modules with a maximum width of 970 pixels.
• Supports up to 5 modules per product detail page with 14 module options to choose from.
• Without A+, sellers are restricted to plain text descriptions of up to 2,000 characters, with no visual enhancements.

Pros and Cons of Basic A+ Content

Pros	Cons
Free for all Amazon Brand Registered sellers	Fewer features compared to Premium A+
Improves customer experience with visuals	Limited media-rich features and modules

Premium A++ Content

• An invite-only feature providing an advanced detail page experience.
• Includes videos, interactive hotspots, image carousels, Q&A modules, and comparison tables.
• Offers 19 module options with up to 7 modules per detail page.
• Maximum content width of 1464 pixels, allowing full-width images and videos.
• Eligibility requires a published A+ Brand Story for all ASINs and at least 15 approved A+ projects in the past year.

Pros and Cons of Premium A++ Content

Pros	Cons
Can boost sales by up to 20%	Eligibility is restricted to select sellers
Includes advanced features for rich visuals	High cost, previously ranging from $250k-$500k annually
Free during Amazon’s current promotion period	Strict character limits for descriptions

Who Can Use Amazon Enhanced Brand Content (EBC)?

To use Enhanced Brand Content (EBC) or A+ Content, you must first register and be approved on the Amazon Brand Registry. Sellers or vendors with products listed under Amazon Launchpad or Amazon Exclusives are also eligible. 

Amazon Enhanced Brand Content (EBC) features can only be used for ASINs that are part of your brand’s approved catalog.

How to Add Enhanced Brand Content (EBC) on Amazon: Step-by-Step

Adding Enhanced Brand Content (EBC) and learning how to use Enhanced Brand Content for Amazon sales is a straightforward process if you follow these steps:

• Log in to your Seller Central or Vendor Central account at sellercentral.amazon.com.
• Click the Advertising tab in the top menu and select A+ Content Manager from the drop-down.
• Click on ‘Start Creating A+ Content’ to begin. Enter a template name and choose a language.
• Add images, infographics, and comparison charts to engage customers visually.
• Write compelling titles and descriptions optimized with keywords.
• Apply ASINs for the products you want to include (use the Bulk Upload option for over 1,000 ASINs).
• Check how your EBC looks on both mobile and desktop to ensure it’s optimized.
• Review for spelling, grammar, and punctuation errors. Follow Amazon’s guidelines before clicking ‘Review and Submit.’
• Track the status of your content in the A+ Content Manager. Approval can take 7-14 days.

A+ content modules

There are about 15 A+ content modules that sellers can use to enhance their Amazon listings. These modules fall into several categories, each serving unique purposes.

Text modules

Text modules are divided into standard text and product description text, which allow for plain text to span the full width of the page. These modules are ideal for providing detailed descriptions of key product benefits.

Full-width image modules 

Full-width image modules showcase products with high-quality visuals combined with text overlays. This module is perfect for lifestyle products as it highlights how the product can be used in real-life scenarios. 

This module also includes image headers with text, which effectively draw attention to a product’s unique features.

Smaller single-image modules 

Smaller single-image modules include single left and right images with accompanying text. These modules are great for presenting detailed product specifications or brand highlights in bullet form. 

They combine visuals and concise text to make the content easier for customers to digest, especially when there’s a lot of information to communicate.

Smaller multiple-image modules 

Smaller multiple-image modules include three or four images combined with text. These modules are ideal for highlighting multiple features of a product in one section. However, they should be used cautiously to avoid redundancy and ensure a clean design.

Comparison chart modules 

Comparison chart modules are one of the most effective ways to display multiple versions of a product. These charts allow buyers to compare features and make informed purchasing decisions quickly. This module is especially useful when showcasing differences between various product models.

What to Do vs. What to Avoid in Amazon Enhanced Brand Content Design

Enhanced Brand Content (EBC) can help your product stand out and increase sales, but it’s important to design it correctly. 

Amazon has specific rules and guidelines for Enhanced Brand Content, so following them is key to getting your content approved. 

Here’s what you should do and avoid when creating EBC.

Do This	Avoid This
Proofread your content to fix grammar and punctuation mistakes.	Using trademarks, logos, or copyrighted symbols in your EBC.
Keep the text short and clear, focusing on the main benefits of your product.	Including time-sensitive details like seasonal offers or shipping times.
Use high-quality images with correct dimensions and clear visuals.	Adding exaggerated claims that aren’t backed by facts.
Make sure the design works well on mobile and desktop screens.	Adding contact details like phone numbers or website links.
Add banners to make the page more engaging and visually appealing.	Mentioning warranties or guarantees in your content.
Follow Amazon’s image and content guidelines to ensure approval.	Use watermarks, URLs, or any branding on your images.

What causes Amazon Enhanced Brand Content (EBC) to be rejected?

Even after thoroughly following the guidelines for creating Enhanced Brand Content (EBC), your submission might still face rejection. Knowing the reasons behind this and understanding how to resolve them can save you time and improve the likelihood of approval.

After submitting your EBC, you can check its status in the “Content Manager” section of your Seller Central account. If approved, the content will automatically display in the product description section of the associated ASIN.

If the submission is rejected, it is likely because the content does not fully comply with Amazon’s A9 algorithm or violates its policies. 

Each component of your Enhanced Brand Content (EBC), whether it’s bullet points, comparison charts, or images, must strictly adhere to Amazon’s product category requirements and overall content guidelines.

Common Reasons for Amazon Enhanced Brand Content (EBC) Rejection and How to Fix Them

1. Non-Compliance with Amazon Policies

Amazon has strict content guidelines. You may be rejected if you include exaggerated claims, unverified statements, or promotional content like “FDA Approved” without proper authorization.

Fix: Review Amazon’s content policies thoroughly before submission. Ensure all elements comply with the product category requirements.

2. Unverified or Unsupported Claims

Claims related to health, nutrition, or environmental impact (e.g., “improves immunity” or “eco-friendly”) must be backed by verifiable evidence or certifications, such as FDA approval.

Fix: Only include factual claims supported by reliable sources or certifications. Avoid generalizations or assumptions.

3. Improper Keyword Usage

Using restricted keywords such as “CBD,” “free shipping,” or prescription drug names can lead to rejection.

Fix: Use relevant keywords that comply with Amazon’s SEO policies. Double-check for restricted terms before submission.

4. ASIN or Brand Registry Issues

Rejection can occur if the brand name in your EBC doesn’t match the name registered in Amazon’s Brand Registry. Even small discrepancies, like hyphens or extra spaces, can cause problems.

Fix: Verify all ASIN details, including the brand name, catalog number, and product identifiers. Use Seller Central’s “Manage Inventory” tool to correct errors.

5. Promotional or Inappropriate Content

EBC submissions containing promotional phrases (e.g., “limited-time offer,” “free shipping”) or references to discounts or deals are not allowed.

Fix: Avoid using promotional language in your content. Instead, focus on providing clear, factual information about the product.

How to Create Effective EBC or A+ Content

1. Focus on Simple, Readable Content

Your audience often skims through listings, especially on mobile devices. Craft concise, clear, and engaging copy that communicates the product’s benefits at a glance. Avoid jargon or overly complex language. Instead, aim to highlight how your product solves specific problems or enhances everyday life.

2. Highlight Your Product’s Uniqueness

EBC is an opportunity to showcase what makes your product stand out. Use bold headlines and descriptive copy to emphasize unique features, benefits, and advantages over competitors. 

Lifestyle products, for instance, should be presented through relatable scenarios that show how they fit seamlessly into your customer’s life.

3. High-Quality Visuals

Images are the cornerstone of effective EBC. Use professionally shot photos and infographics to tell your product’s story visually. Ensure that the visuals align with your branding and reflect your product’s value. 

Demonstrate use cases, highlight key features, and include comparison charts to make your content more engaging and informative.

4. Tell Your Brand Story

Your EBC should reflect your brand’s identity. Incorporate your logo, signature colors, and fonts to create a cohesive experience. Share your brand’s mission or story to build an emotional connection with customers. Position your product as a part of your larger brand vision, differentiating it from competitors.

5. Make Use of Alt-Text for Images

Alt-text serves multiple purposes: it aids visually impaired customers by describing images and helps improve search engine indexing. Be sure to include relevant keywords in your image descriptions to optimize visibility on Google and Amazon searches.

Benefits of Using Enhanced Brand Content (EBC)

Here’s why  EBC is essential and how it can transform your Amazon business.

1. Captivate Shoppers with Stunning Visuals

EBC or A+ Content takes your listings to the next level with eye-catching images and lifestyle visuals. These high-quality visuals help customers see your product in action, fostering an emotional connection and making it easier for them to imagine using it. A visually appealing listing grabs attention, reduces bounce rates, and increases purchase intent.

2. Showcase Product Benefits Clearly

With traditional listings, space for details is limited. EBC solves this by letting you highlight your product’s unique features and benefits in depth.

• Address customer questions: Use custom modules to tackle common objections.
• Highlight standout features: Show how your product solves problems or adds value.

Clear, detailed descriptions make decision-making easier for customers, setting your product apart from competitors.

3. Strengthen Your Brand’s Identity

EBC allows you to go beyond just selling a product; it lets you sell your brand.

• Add your logo, brand story, and a consistent design.
• Use cohesive layouts that create a lasting impression.

Building a recognizable brand fosters loyalty, making customers more likely to choose your products in the future.

4. Drive More Sales with Higher Conversion Rates

EBC is a key strategy for conversion optimization with Enhanced Brand Content. According to Amazon, EBC can increase conversion rates by 5%-8% or more. By using engaging visuals, detailed descriptions, and persuasive storytelling, EBC transforms your product listings into powerful tools that inform customers and compel them to hit “Add to Cart.” This leads to higher sales and a stronger connection with your audience.

5. Reduce Negative Feedback and Returns

Accurate and comprehensive information reduces misunderstandings. Customers know exactly what to expect, which minimizes:

• Negative reviews: Happier customers leave better feedback.
• Product returns: Clear details prevent dissatisfaction.

6. Optimize for Mobile Shoppers

With a growing number of buyers shopping on mobile devices, EBC ensures your listings are mobile-friendly. Your images, text, and layout remain sharp and engaging, providing a seamless experience that drives sales even on smaller screens.

7. Maximize Traffic with Amazon Stores

EBC works hand-in-hand with Amazon Stores to create a visually stunning mini-storefront. This cohesive shopping experience:

• Organize your products for easy navigation.
• Drives more traffic from ads linked to the store, outperforming ads that lead to individual product pages.

8. Spark Creativity with Custom Designs

Amazon now offers more flexibility for EBC layouts, removing predefined templates. This means:

• Freedom to design unique, visually appealing pages.
• Options to add brand colors, charts, and storytelling elements.

This creativity allows you to create a memorable shopping experience that aligns with your brand’s image.

Conclusion

Creating impactful Enhanced Brand Content (EBC) or A+ content may seem overwhelming with all the guidelines and design elements to consider, but it’s an investment that delivers remarkable results. Quality EBC not only showcases your product’s standout features but also enhances your brand’s credibility while boosting your visibility on Amazon’s search engine.

By utilizing creative visuals, concise messaging, and mobile-optimized layouts, you can design product pages that not only capture attention but also convert visitors into loyal customers. Effective EBC plays a pivotal role in improving sales, reducing returns, and fostering trust among buyers, making it an essential element of your Amazon success strategy.

At The Techload, we specialize in helping brands create EBC that stands out from the competition. This guide provides actionable insights to craft compelling content that connects with your audience and drives lasting results. 

Amazon Enhanced Brand Content: FAQs