Enhanced Branded Content, also known as A+ Content on the Amazon platform, is a capability offered to brands registered with the Amazon Brand Registry. EBC/A+ Content enables sellers to develop visually appealing and informative product detail pages for an improved shopping experience. 

Main Characteristics of EBC/A+ Content 

• Custom Text: Add informative text, premium images, and visual aids to highlight the attributes and advantages of the product. 

• Comparison Charts: Showcase the differences between your product and others within your brand's range. 

• Enhanced Designs: Select from ready-made templates to display information in a polished layout. 

• Brand Story: Communicate your brand's purpose and narrative to establish a bond of trust and connection with clients. 

Advantages of EBC

• Boosts sales by offering a more interactive purchasing journey, resulting in higher conversion rates. 

• Assists customers in making well-informed buying choices. 

• Enhances brand recognition and trustworthiness. 

• Decreases the number of returns by establishing clear product expectations. 

How to build EBC?

Here's a detailed guide on how to build EBC on Amazon:

Step 1: Verify your eligibility

Only brands enrolled with the Amazon Brand registry are allowed to create EBC. So, ensure you have a professional seller account with your brand registered in the Brand Registry program.

Step 2: Access A+ Content Manager

After logging in to your Amazon Seller Central account, navigate to Advertising on Dashboard and then select A+ Content Manager. 

Step 3: Start a new A+ Project

• In the A+ Manager, click on "Start Creating" to initiate a new A+ project. 

• Then select your Content type: Choose Basic A+ Content for individual product descriptions. Choose Brand Story to convey your story and values, but it is only eligible for premium sellers. 

Step 4: Choose a pre-designed layout

Amazon provides various pre-made templates to make the process easier.

Options of Modules:

• Images on banners.

• Charts used for comparing.

• Text sections accompanied by visuals.

• Carousel display.

You have the option to create a personalized layout by mixing and matching modules.

Step 5: Collect Your Resources 

Gather all the necessary components to complete your A+ Content. 

Pictures: 

• Images of products with high resolution (minimum 1200x600 pixels). 

• Visual aids like infographics, lifestyle photos, or diagrams can be used to demonstrate features and applications. 

Text:

• Captivating descriptions of products. 

• Main features, primary advantages, and distinctive selling propositions. 

• Use keywords that are optimized for SEO to improve visibility. 

Data for comparison (if relevant): 

Important measurements for comparing product charts. 

Step 6: Create the content layout

1. Add photos to the website: Place images by dragging and dropping them into the correct module slots. 

2.  Include additional content: Utilize brief and compelling text. Make sure to use proper grammar and refrain from making any prohibited claims like "best" or "guaranteed." 

3. Add in the branding: Include your brand's logo or tagline in relevant places. 

Improve the arrangement of items on the page for better organization. Give importance to making text easy to read and visually appealing and make sure that your layout is compatible with mobile devices. 

Step 7: Connect the Content with ASINs 

• Connect the ASINs with a link. 

• Allocate your A+ Content to designated product ASINs. 

• Confirm if the ASIN is eligible for verification. 

• Make sure that the ASIN is associated with your brand and has been added to your Seller Central catalogue. 

Step 8: Submit for Review 

• Check the content in advance for any mistakes and alignment problems. 

• Make sure to adhere to Amazon's content policies. 

• Press the Submit button to request approval. Amazon usually evaluates content within a week of business days. 

Step 9: Keep track of performance

• After approval, your A+ Content will be visible on the product detail page.  

• Utilize Amazon's data analysis to monitor advancements in sales and customer interaction. 

• Make adjustments to content as necessary to improve performance. 

Conclusion

Using Enhanced Brand Content (EBC) is a strategic method to improve your Amazon listings and optimize their potential. By dedicating time and effort to developing visually attractive and informative content, you can greatly enhance customer interaction, increase conversion rates, and establish a more solid relationship with your target audience. As the competition increases on Amazon, utilizing EBC sets your brand apart and offers a polished advantage that can result in lasting achievements. 

Frequently Asked Questions

1. Does enhanced content on Amazon boost sales?

Yes, A+ Content has the potential to boost conversion rates through offering a more captivating and educational shopping journey. Assisting customers in making informed buying choices can also lead to decreased product returns.

2. Is it possible for me to use EBC/A+ Content for all of my products? 

You can produce A+ Content for any ASIN that belongs to your brand and you have permission to use it. Yet, it is not suitable for books, media, or videos. 

3. What occurs if my EBC/A+ Content is not accepted? 

If Amazon rejects your submission, they will offer feedback explaining why it did not meet their guidelines. Commonly cited factors are low quality of the images,  prohibition of making claims such as "best" or "guaranteed" and incorrect presentation or formatting.