Amazon EBC Optimization | Guide for Sellers

Amazon EBC, or Amazon Enhanced Brand Content is now commonly known as A+ Content. It is a game-changer for sellers looking to elevate their product listings.

Think of your Amazon listing as a digital storefront—plain text and basic images are your bare walls and a simple sign. EBC is the equivalent of professional window displays, engaging layouts, and compelling narratives that invite customers in and encourage them to stay.

Read on to learn more about how you can use this tool to not only get noticed but also leave a lasting impression, making it easier to convert visitors into buyers.

What is Amazon EBC?

Amazon EBC or A+ Content is a feature available to brand-registered sellers that allows them to enhance their product listings with rich multimedia content.

Initially, these were different concepts for different types of sellers. EBC was for third-party sellers, while A+ was for first-party vendors, but Amazon has since unified these features.

This tool provides the opportunity to include high-quality images, formatted text, comparison charts, and sometimes even videos, creating a more engaging and informative product page.

There’s also an advanced version of Amazon’s A+ Content called Premium A+ Content. It’s designed to provide brand-registered sellers with enhanced features to create more engaging and visually appealing product detail pages.

In general, its approach is much more visual than the basic version of A+. Therefore, the use of text is minimal on A++ Content.

With Premium A+ Content, not only is a picture worth a thousand words, but it will also set you back a couple of thousand bucks.

A+ Content (screenshot)

Here are some of the key features of the Amazon Enhanced Brand Content service:

High-Quality Visuals

Data cited by BusinessDIT says three out of four consumers shopping online base their purchasing decisions heavily on product images.

Besides complying with Amazon’s image requirements, Amazon EBC templates allow sellers to use high-definition images and graphics to improve the visual appeal of their listings. This includes full-width images and infographics that highlight key features and benefits.

Enhanced Descriptions

With Enhanced Brand Content design, sellers can replace the standard product descriptions with rich, formatted text that provides more detailed and compelling information about the product. This helps in addressing the customers’ concerns more effectively.

Brand Storytelling

A+ Content allows sellers to share their brand story, including the brand’s mission, values, and history. This section, often labeled as “From the Brand,” helps build loyalty and trust by connecting with customers on a deeper level.

Comparison Charts and Modules

Sellers can use various modules, such as comparison charts, to highlight the differences between products. This is particularly useful for showcasing different models or variations of a product.

When paired with listing optimization and keyword optimization, comparison charts and modules could provide a clearer understanding of product differences and features. This feature will make it easier for customers to make informed purchasing decisions.

Interactive Features

Premium A+ Content offers advanced features like video modules and interactive hotspots. These features enable customers to engage more deeply with the content, understanding the product’s functionalities and benefits better.

Benefits of Using Amazon EBC

Amazon Enhanced Brand Content (EBC), or A+ Content, offers numerous advantages to brand-registered sellers on Amazon. Here are some key benefits:

Customization and Flexibility. With A+ Content, sellers can customize their product detail pages using various modules and templates. This flexibility allows for a mix-and-match approach to content layout, helping to create a unique and engaging shopping experience that aligns with the brand’s identity.
Reduced Product Returns and Negative Feedback. By providing comprehensive and accurate product information, alongside listing management best practices, EBC helps to set clear customer expectations. This can lead to fewer product returns and less negative feedback, as customers are better informed about what they are purchasing.
Availability of Advanced Tools. Amazon offers tools like “Manage Your Experiments” for A/B testing different versions of A+ Content. This allows sellers to determine which content variations perform best, providing data-driven insights to optimize their listings continually.
Increased Sales and Conversion Rates. Implementing A+ Content can significantly boost sales. Data from Amazon shows that basic A+ Content can increase sales by up to 8%, while Premium A+ Content users enjoy as much as 20% growth in sales.

A+ Content Sales Growth (Source: Sell on Amazon YouTube Page)

How to Use Amazon EBC

Using Amazon EBC services effectively involves several key steps that help you create compelling and informative product detail pages.

Register Your Brand

Before you can utilize EBC, your brand must be registered with Amazon Brand Registry. This process involves providing proof of your trademark and meeting Amazon’s eligibility criteria.

Access the A+ Content Manager

Log in to your Seller Central account. Navigate to the A+ Content Manager by hovering over the “Advertising” tab in the main menu and clicking “A+ Content Manager.” This is your hub for creating and managing EBC.

Choose Your Content Type

On the A+ Content Manager page, you’ll see options to start creating new content. Click the “Start creating A+ content” button.

You’ll be prompted to choose between different types of A+ Content:

Basic. Create a product description with up to seven modules, including text, images, and charts.
Brand Story. Create a “From the brand” section that includes images, Q&A lists, and product links.
Premium. For eligible sellers, create an enhanced product description with additional features like video modules, interactive hotspots, and image carousels.

Emulate Successful Content

Look at successful Amazon EBC examples to understand what works well. For instance, Sony’s enhanced content aims to educate customers effectively by using high-quality visuals, detailed product features, and engaging narratives.

Sony’s product listing example (screenshot)

According to Jennifer Conley, Sony’s Channel Marketing Manager, their Amazon Enhanced Brand Content templates typically use all seven modules available in Premium A+ Content to highlight product features, answer customer questions, and reduce return rates.

Add and Customize Modules

After selecting the content type, you’ll be taken to a new page to assemble your content. Start by entering a name for your A+ Content and selecting the language. Then, click “Add Module” to choose from various module types, such as:

Brand Logo
Standard Images and Text
Comparison Charts
Technical Specifications
Interactive Hotspots (Premium)
Video Modules (Premium)

Repeat this step until you’ve added all desired modules. Populate each module with high-quality images, engaging text, and any other media. Ensure your content is visually appealing and informative.

Review and Submit

Preview your Amazon EBC design to see how it will look. Here are a few tips for using Amazon EBC effectively:

Incorporate high-resolution images and professional graphics to make your product stand out and build trust with potential customers.
Craft clear, concise, and compelling copy that highlights the key features and benefits of your product.
Make sure that your content looks great on mobile devices. Amazon’s app boasts a monthly audience of 98 million active users.

Ensure all text is error-free and compliant with Amazon’s content guidelines. Avoid using all caps, unnecessary bolding, or making unsupported claims.

Click “Submit for Approval” when you’re done. Amazon will review your content, typically within seven business days.

If the A+ status is Not Approved, view the rejection reasons by clicking Edit for a specific piece of A+ content and make the changes.

After A+ is Approved, it can take up to 24 hours to publish on the detail pages of the applied ASINs.”

Apply ASINs

Once your content is approved, you need to apply it to your product listings. Search for the ASINs you want to enhance, add them to your content, and click “Apply content.”

You can apply the same content to multiple ASINs, ensuring a consistent brand presentation across your catalog.

Optimize with A/B Testing

Use Amazon’s “Manage Your Experiments” tool to run A/B tests on different versions of your content. This helps you determine which version performs better in terms of conversions and engagement.

Publish the winning content to improve your listings continuously.

Final Thoughts

Amazon EBC is used to improve product listings by adding rich multimedia elements like high-quality images, videos, and formatted text.

Using great Amazon EBC content on your product listings will help you tell your story more effectively. Not only that, but you’ll enhance your visual appeal, engage customers, and ultimately increase conversion rates.

Start by focusing on your top selling products, checking what the competitors are doing and trying to understand where your customers may run into problems.

Building out the modules on your own is intuitive. Follow the guidelines and you will be on the way to creating great content that helps turn shoppers into customers.

Author

Carla Bauto Deña is a journalist and content writer producing stories for traditional and digital media. She believes in empowering small businesses with the help of innovative solutions, such as e-commerce, digital marketing, and data analytics.

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