What is Amazon EBC and is it different to A+ Content?

Amazon is an impressive marketplace, but it’s also crowded. It’s taken me years of trial and error to find what works for me as an Amazon seller. My name is Nick, a co-founder of eBusiness Boss, and in this blog, I will be taking you through the ins and outs of Amazon EBC.

Amazon EBC, or Enhanced Brand Content, is designed to help sellers differentiate their listings to improve conversion rates and increase sales.

But does this tactic really give your listings the additional push Amazon claim? Here’s what you need to know.

Amazon EBC Explained (AKA A+ Content)

Amazon Enhanced Brand Content is a premium feature. It allows sellers to optimize their product listings using video, images, and rich text.

However, you might not find many mentions of Amazon EBC for much longer. In 2019, Amazon integrated EBC with A+ Content, which is what this feature is now called.

Amazon A+ Content gives you the opportunity to provide a superior user experience using detailed product information and media. The result is faster purchase decisions and fewer returns – ideally, anyway.

To benefit from Amazon EBC, or A+ Content, you need to be an approved brand owner, which means going through Amazon’s Brand Registry process. Once Amazon gives you the green light, you’re free to add optimized content to ASINs using a variety of templates.

Here is one example of a template.

Amazon EBC Page

This only applies to ASINs that form part of their approved brand catalog though.

There is also Premium Amazon A+ content, which goes beyond the basics, creating the ultimate customer experience.

Premium Amazon A+ content is most often used by larger brands. Mainly because it’s expensive and by invite only. The difference between A+ Content and the premium version is 16 additional modules and extra selling tools.

Is Amazon A+ Content Worth It?

Any tool that can give you a competitive edge as an Amazon seller is worth considering. Amazon EBC, or A+ Content, provides you with a few extra ways to persuade your customers.

Many sellers have jumped on board with this trend because of the challenges they previously experienced with Amazon’s limited guidelines. This includes copy limits and formatting restrictions.

Here are some of the reasons why I would recommend giving A+ Content a chance.

  • Grab the attention of more shoppers. A product listing is instantly more attractive when the text is formatted and there are videos and eye-catching visuals. Plus, the copy is much easier to skim – something all online users do.
  • Highlight product benefits. With the ability to use high-quality images in a whole new way, it’s easier to showcase the features and benefits of your products. Shoppers can now get a good look at your products before they buy, which makes their decisions much easier. Plus, the more customers know about your products, the more you’re protected from counterfeit listings.
  • Incorporate proven marketing tactics. Using A+ Content means you can test out different colors, formatting, and templates to find what works for your customers.
  • Reduced return rate. Lastly, when a customer has detailed product information available to them, they’re far less likely to return their purchase. This also means better reviews for your brand.

Creating A+ Content – A Quick How-To

Here are the steps to follow to get started with Amazon A+ Content, formerly known as Amazon EBC.

  1. Register Your Brand

If you haven’t already, you will need to enroll in Amazon Brand Registry. Only once you’re approved can you proceed with A+ Content sign up and creation.

Amazon Brand Registry

  1. Navigate to A+ Content Manager

Once you login to your Seller Central account, go to Advertising and click on A+ Content Manager. From there, click on Start Creating A+ Content.

Amazon A+ Content

  1. Select a Module

Here, you have two options to choose from, you can see these two options below:

Amazon A+ Content Module Options

Self-Service Modules

If you choose this option, you need to provide your own content and copy and build your own layout using different modules. You can choose up to five modules per page. Thereafter, you need to pay for additional modules.

The modules you decide on depends on the product you’re selling, as well as your goals. Modules fall into categories such as full-width images, comparison charts, and multiple images. You may have to spend some time experimenting to create a page that fits your brand.

Amazon Builds For You

If you choose this option, Amazon takes care of the design and layout of the A+ page – you simply provide the content and media. The price per page is more expensive than the self-service option though.

Once Amazon has reviewed the page and your content, it will go live in 7 business days. Regardless of the option you decide on, make sure you stick to Amazon’s guidelines or you may have to start the process all over again.

Amazon A+ Content – Key Considerations

There are a few things you should keep in mind before you decide to go ahead with A+ Content:

  • Signing up for this feature will not provide you with any organic boosts. This is because A+ Content is not indexed. Know that your original description is still available via Seller Central though and may still be used by Amazon for indexing purposes.
  • If you want to create A+ Content for products already listed by other vendors, be prepared to pay extra.
  • Before submitting your page, you can see a desktop and mobile preview. Be sure to check both versions to ensure your customers are seeing what you’re hoping they are.
  • Once you confirm your PO, you have a month to submit your A+ Content.
  • Want to modify your page? You can only do so within the first 2 business days after it’s been published.
  • Your content and media need to be unique and you can’t mention any competitors. Failing to do so will result in the page being rejected.
  • Don’t make any claims such as being the number one selling product in your category.
  • Stay away from references such as free or bonus and don’t go into shipping or guarantee details in this copy.
  • All images need to be high quality.
  • Sellers outside of the USA aren’t able to upload videos to A+ pages at this time. It is said to be available on an invite-only basis though.
  • Don’t link to any external websites in your A+ Content.
  • By signing up for A+ Content, you agree to Amazon removing your page at any time. However, this mostly only occurs if a vendor violates the terms or fails to fulfill orders on time.

I would highly recommend planning out your content ahead of time to ensure you meet Amazon’s guidelines the first time around and to avoid unnecessary changes.

Related Article: What Does Renewed On Amazon Mean?

The Cost of Amazon EBC (AKA Amazon A+ Content)

Accessing Amazon A+ Content is free for all sellers and vendors. However, if you want to access Premium A+ Content, be prepared to pay a whole lot more.

I’m talking anything from $250k to $500k. Plus, you will need to receive an invite to benefit from the premium version.

For standard A+ Content, there are 12 different modules to choose from – the first five standard modules are free. The mix of modules you choose and the number of pages you build will determine the final cost of your pages.

How to Create Standout Amazon A+ Content

It’s not that difficult to meet Amazon’s eligibility requirements, but how do you ensure your copy results in more sales?

Here are a few best practices to keep in mind as you plan out your A+ pages.

Choose Your Products Carefully

Amazon recommends focusing on premium products if you’re considering A+ Content. When a product costs a bit more, customers tend to need a little extra convincing. The last thing they want to do is part with their money, only to end up with an inferior product. It’s also advisable to start with your best-sellers before trying to grow other pages.

If you’re hunting for new product opportunities, here’s how you can use Amazon Launch Pad to find them.

Highlight Your USP

Haven’t thought about a unique selling point for your best-sellers? Now’s the time to do that. To create a USP, jot down the major benefits of using your product and outline how it would help customers. Whether this is in their day-to-day life or with a specific problem.

Remember, benefits are not features – benefits are linked to emotions and needs.

Keep Your Copy Clear

When creating the content for your A+ pages, stick to short, concise sentences that a user can easily skim. Only tell buyers what they need to know and avoid any unnecessary fluff. Don’t use any special characters and symbols in your copy either, including copyright and trademarks. Amazon will likely reject your copy if you do this.

Break Up Text with Media

Instead of having paragraphs of text, break up your copy with eye-catching visuals and videos. The images should emphasize what you’re saying in your copy to further sell your product. Check that your images are the right size and resolution before you submit your page, or Amazon might reject it. It should be noted that image requirements are different per module too.

Lastly, strike a good balance between lifestyle images and real product photos. If you haven’t already, invest in some professional photography.

Use Reviews to Your Advantage

Reviews can be a valuable tool when crafting your A+ pages. Take the time to read through any past reviews to get a good idea of what your customers really value. This way, you know exactly what to focus on in your copy. You can even go through a few competitor reviews for similar products.

Don’t Forget to Proofread Your Content

This might sound like a simple tip, but all too many sellers forget to do so. To avoid rejection and ending up with a listing with bad grammar, double-check your copy before submitting. If you aren’t able to submit your changes within 2 business days after publishing, you have to resubmit the page all over again. It’s best to just get it right the first time.

Keep a Consistent Brand Image

Creating multiple A+ pages? Make sure your designs are uniform, especially if your products are related and listed under the same brand. See this process as you designing your entire product catalog. This will ensure you choose colors, copy, and media that are consistent. If you have a website, these pages should be an extension of your site.

I’ve also put some additional tips together on how to optimize your Amazon listings that you can apply to your A+ pages.

Should You Consider Amazon EBC (AKA A+ Content)?

There’s no denying that these pages can enhance your listings and help you stand out in a competitive space. This in turn can boost your bottom line and help you grow your online empire.

Since this is a free feature, I would recommend trying it out on some of your top products. Once you get a feel for how buyers respond, you can move onto other products.

If you’re new to Amazon or don’t have a lot of additional capital, there’s absolutely no reason to go with the premium version of A+ Content. You can do a lot with A+ pages without having to spend any exorbitant amounts of money.

In addition to this, you may have also heard about Amazon’s Early Reviewer program. You can read my full review on this feature here.

If there’s one thing Amazon does well, it’s providing sellers with tools that will help them optimize listings and boost sales, Amazon Brand Analytics and Sales Rank Charts are two areas you need to understand. Take the time to understand them before your competitors do.

I hope you’ve found this article useful, if you’ve got any questions ask away below.

Tags: Amazon A+ Content, Amazon EBC

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