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Last updated on June 23rd, 2023
Written by Ken Zhou
The more you explore, the more possibilities you uncover. This also applies to the evolving nature of the Amazon marketplace. As the platform’s standards and guidelines change over time, it prompts us to develop new digital strategies, one of which is leveraging Amazon EBC services.
Selling on Amazon is no easy feat, so sellers must be equipped with various techniques like Amazon listing optimization. No matter how the algorithm or industry changes, a fully optimized and visually appealing product listing remains adaptable and can help you reach a good spot.
But what does a fully optimized, visually compelling listing mean, and how can you achieve it? This is where we'd like to introduce the EBC or A+ Content. Let's look deeper into it and find out how it can fulfill your business needs.
Amazon constantly introduces new avenues for brands like yours to customize their content and incorporate their unique aesthetic. Amazon A+ Content (formerly Enhanced Brand Content or EBC) is a feature that lets you enhance the visual appeal of your listings by adding more images and product information.
There are other and simpler ways to optimize product listings. This may make you wonder why Enhanced Brand Content is necessary. Let’s explore the reasons behind this.
Even if you have the fundamental aspects, such as the right keywords, precise product details, and high-quality images, so are your competitors. But this content feature from Amazon has additional, visually appealing options to improve your product listing and showcase brands.
With Amazon EBC, you can access various tools and features that allow you to go beyond the basics. For example, you may create a compelling product detail page through enhanced images, descriptive text, and formatting, among other things.
Such detailed touch on your listing can lead to a cohesive and consistent product presentation. This, in turn, will help you highlight your brand story, build credibility, increase your conversion rate, and drive sales on the platform.
We’ve provided you with a brief introduction to Amazon EBC. Now, let's review its specific capabilities and advantages for your business.
People looking into your product are contemplating whether they should make a purchase. As an Amazon seller, you have to share all the necessary information they need if you want to increase the possibilities of conversion.
Amazon EBC offers ready-made listing templates which contain specific product descriptions for you to fill in. These templates help you determine your brand’s type of content style. Depending on your products, you may need more text than images and vice versa.
The difference between enhanced and non-enhanced listings is enormous.
You can also add a short video file to your EBC listings but don’t go overboard. Amazon videos are usually recommended to be less than a minute to maintain viewers’ interest.
Since online consumers search for a product through a keyword, you must utilize those relevant terms and phrases in your content. Going for EBC services ticks many boxes in your Amazon Search Engine Optimization (SEO) to-do list. These are, but not limited to:
| Reducing Bounce Rate | A+ Content minimizes the percentage of visitors who leave your listing without taking action. |
| Improving Conversions | Enhanced content communicates product value, building trust and improving conversion rates. |
| Addressing Technical Issues | EBC services address listing issues, such as optimizing text readability and image quality for a seamless customer experience. |
| Keyword Research and Application | A keyword-rich content attracts organic traffic and reaches target shoppers actively searching for products like yours. |
| Prevent Negative Reviews and Product Returns | Clear and detailed descriptions and enhanced images help set accurate customer expectations, reducing the chance of dissatisfaction and returns. |
These strategies align your brand's position in search result rankings.
Not only does an outstanding A+ listing help build brand awareness, but it also showcases what makes you unique! As you add more creative and customized touches to your listing, they will find you more reliable, credible, and fun to get to know. It can leave a long-lasting impression and encourage them to engage with your brand personally.
Now that you've learned about the benefits of A+ Content, we presume you're convinced to give it a shot. To further familiarize yourself with the program, here are some commonly asked questions answered for your reference.
Only sellers and vendors approved under the Amazon Brand Registry program can acquire Enhanced Brand Content services. All accounts, including those in the Amazon Launchpad and Exclusives, are eligible if their products are registered.
Amazon promotes a secure and safe environment for both buyers and businesses. By limiting the EBC access to brand-registered sellers, they can maintain the platform's integrity and prevent unauthorized sellers from misrepresenting products under a brand's name.
Enhanced Brand Content offers free and paid options. Let's have a quick view of each.
Understanding the differences between these two options can help sellers choose the best solution that aligns with their business goals and budget.
Aside from the freedom to customize listings to your heart's content, Amazon EBC has guidelines for modifying your submissions. Avoid Amazon's rejection by knowing what it doesn’t want you to include in your content. Here’s a preview of some exclusions to remember:
These points also apply to the EBC video content policy.
Here’s a glimpse of the step-by-step process to access A+ content:
| Log into your Seller account and navigate the Advertising tab. |
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| Find and click the A+ Content Manager option from the drop-down menu. |
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| Click the Start Creating A+ Content button and choose a suitable template for your brand. |
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| Fill out the required content details and click Create Module once you’re done. |
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| Start working on your content layout, modules, and additional text and images. |
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| Choose ASINs that will benefit from the A+ content you’ve created. Amazon can recommend some if you’re unsure which to select. |
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| Review and submit. |
Keep the following best practices in mind when leveraging A+ Content on Amazon:
Enhanced Brand Content might seem overwhelming to you initially, but take time to understand its potential in boosting your Amazon business. It offers a unique way to attract your target audience and differentiate yourself through compelling content.
Using EBC for your Amazon business may require a learning curve. That’s where Seller Interactive excels. We specialize in providing comprehensive solutions in this area. Our expertise extends across various aspects of EBC, including content creation, image optimization, keyword research, and building effective SEO campaigns.
Here’s a preview of our other Amazon services for optimizing your presence and thriving in the marketplace:
What are you waiting for? Book a call today.
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