What Is Enhanced Brand Content (Now A+) on Amazon?

Cody Frisby

November 2, 2020

For sellers and brands alike, Amazon’s marketplace has become more crowded than ever. In fact, according to MarketplacePulse, Amazon is home to more than 3 million active sellers. This is making it increasingly difficult for brands to stand out from competitors.

To increase brand awareness and sales, businesses use killer copy, descriptive titles, striking images, and listing optimization. Sometimes, however, that’s not quite enough. Luckily, Amazon has a number of features, like Enhanced Brand Content (EBC), that can help you convert those potential customers who are still sitting on the fence.

What is Enhanced Brand Content and how can I use it?

One of these features is Enhanced Brand Content, now known as A+ Content. This Seller Central feature introduced in 2016 allows you to modify the description area of your product listing with visually-rich content—including enhanced images and custom text placement—to tell your brand’s story.

As long as you’re a registered brand approved in the Amazon Brand Registry, a professional seller, or an “emerging brand owner” working through Amazon Launchpad or Amazon Exclusives, you can benefit from the features of EBC Amazon. The best part? Adding EBC to your products is currently free. Amazon has even stated they will make any announcement before adding fees to this program. Here are a few reasons why you may want to consider adding EBC to your Amazon listings.

Benefits of Enhanced Brand Content on Amazon

Customize your storefront

Enhanced Brand Content gives you more freedom than ever to craft an eye-catching storefront that captures your brand’s essence. Beautiful headings, high-quality photos, engaging copy—each element works together to create a storefront where customers feel comfortable and interested. Not only do attractive storefronts make your brand stand out, but they also optimize your listings, keeping customers on them longer and making it more likely they’ll convert.

If you need help managing and designing all of this content, you’re in the right place. Here at Pattern, we help brands design templates that customers can’t look away from. Below are two examples for brands Pure Encapsulations and Yogi Tea.

Examples of Amazing A+ Content on Amazon | Pattern

Reduce your bounce rate

Your potential customers know there are thousands of products on Amazon that fit their particular needs at any given moment. When they find a product they like, they’ll often use it as a reference point and click to competitor listings to compare features and pricing. Typically, it’s not necessarily the feature set that makes the difference between two products, but the product listing’s design and visual appeal. The data reinforces this idea—Amazon claims that adding EBC to a product listing can increase sales by an average of 3to 10%.

Enhanced Brand Content can help you reduce your bounce rate by increasing engagement with eye-catching pictures and compelling copy, both of which tell your brand’s story and help your potential customers see your product as something that will enhance their lives.

Reinforce brand equity

Enhanced Brand Content provides a way to reinforce the brand loyalty you’ve already developed with your customer base. Historically, a main challenge with Amazon has been the lack of branding opportunities available to more-established brands, which has leveled the merchandising playing field and allowed private-label sellers/products to flourish, which could be a disadvantage for well-established and trusted brands.

EBC allows brands to bridge this gap and remind customers what sets them apart in a way that's not possible through text-only bullets and descriptions. Learn more about the importance of brand equity here.

Overcome objections and improve search

When customers are comparing products on Amazon, they’re looking for reasons not to buy. EBC gives you the chance to overcome the objections your prospects may have by providing more detail and imagery, making it more likely that they’ll convert.

Amazon allows you to answer customer questions on each product listing, something I recommend all brands participate in. One way to use EBC effectively is to look at the types of questions your customers are asking and address any recurring themes in your EBC.

Since EBC generally includes pictures, and these pictures require you to include image keywords, the feature also helps your products appear more frequently in search, which is the leading traffic driver for Amazon product listings.

Attract Attention

As mentioned, Enhanced Brand Content is an excellent way to differentiate your product from similar, competing products. Consider the two lotion examples below.

With Enhanced Brand Content (Now A+ Content):

A+ Content Storefront Example | Pattern

Without Enhanced Brand Content

Product Description without A+ Content Enhanced Brand Content EBC

Which lotion do you think customers are more likely to buy? Both brands give logistical details about their products, but Thymes’ use of A+ Content also tells its brand story, evokes an emotional response to convert the potential customer into a loyal one, and makes it easy for customers to envision its products in their lives.

Improve mobile optimization

Mobile optimization is arguably one of the best benefits of Enhanced Brand Content, and is available to all sellers who use the feature. When buyers are searching Amazon on a mobile device, they only see the first 200 words of each product’s description, not even your finely-crafted bullet points. They then have to click the section and open a new page to see more details.

If you’re using EBC, or A+ Content, potential customers can see all of your carefully-curated content, including the pictures, title, and description, without clicking or opening new pages. This is increasingly becoming a bigger deal, since 47% of Amazon customers are now using their mobile devices to shop, and more than half of all internet shopping occurs on a mobile device.

Not only are customers increasingly using their mobile on Amazon, but they’re also driven by convenience. As with everything on the internet, the faster you can get your product in front of a potential customer (with the least amount of clicks), the better your performance will be.

Content Requirements for Enhanced Brand Content

Before you set out to create Enhanced Brand Content, make sure you're familiar with Amazon’s EBC guidelines. Here are the top EBC requirements to be aware of:

  • Don’t refer to your brand as a seller or distributor or include company contact information.
  • Don’t include any trademarked content in the text copy. Only small trademark and copyright symbols are allowed if they are already part of the logo or product packaging.
  • Don’t include guarantees, bold claims, reviews, quotes, or time-sensitive information.
  • Don’t link to external websites that direct away from Amazon, including your company website.
  • Images must be at least 72 dpi in resolution, under 2 MB in size, and formatted as jpg, bpm, or png in the RGB colorspace.

Amazon has strict rules to keep their platform consistent and fair to all sellers. So long as you don’t mind their terms, you can take your product pages to the next level.

Are you ready to start enjoying the benefits of EBC? If so, learn how to get started below.

Getting Started with Enhanced Brand Content

To create Enhanced Brand Content, first login to Amazon Seller Central or Vendor Central. On your account page, you will find an advertising tab, where you can select “A+ Content Manager” from the dropdown menu. Click “Start Creating A+ Content” to begin the process.

You’ll have the choice of creating Enhanced Product Descriptions or Brand Content. Enhanced Product Descriptions allow you to elaborate on product details and proactively answer customer questions, while Brand Content lets you tell your brand’s history, story, and values.

After choosing which type of EBC to start with, you’ll see prompts to name your content and choose from 5 module templates. Alternatively, you can create a custom module from scratch. Choose a design that suits your product and brand. Any module can include pictures, infographics, keywords, and comparison charts.

Keep following the onscreen prompts until your EBC module is complete. Make sure to proofread and check for any spelling, grammar, or punctuation mistakes as these will impact your chances of approval.

Once you submit, you can expect approval to take up to 7 days, though usually Amazon responds within 2. If not approved, your submission will be returned with rejection reasons and suggestions on needed changes.

Once approved, it can take up to 24 hours for your EBC to finally be published on Amazon.

How to use Enhanced Brand Content

Include high-quality images

Using high-quality images is a basic best-practice to improve your product’s SEO on Amazon, and EBC makes it easy. Make sure that your images are large enough that potential customers can zoom in and out to see product features. Pixelated or limited images make it more difficult for customers to trust your brand. Simply put, customers associate high-quality images with a high-quality brand.

Consider combining detailed product images with lifestyle photography, like Hydro Flask. The product images answer common customer questions while the lifestyle photography tells the brand’s story and communicates its unique feel. With any product photography, focus on good lighting, clean lines, minimal clutter, and embracing your brand’s image. Use real humans in lifestyle photos when it makes sense, highlight key features of your product, and emphasize your product’s versatility.

A+ Content Example for Amazon Sellers | Pattern

Enhanced Brand Content allows you to format your photos in 12 different modules, including comparison charts, image highlights, and image and text overlay. Taking advantage of these modules—and following our product photography tips—can help you make the best of EBC.

Focus on succinct, interesting text

As we’ve mentioned, one of the biggest draws of Enhanced Brand Content is its visual appeal. Instead of presenting your potential customers with product descriptions, bullet points, and walls of text, you can integrate text with photography, graphics, and comparison charts. It’s important to make sure you’re keeping your text succinct and interesting, or you’re defeating the purpose of EBC.

Make sure every word in your listing page serves a purpose. Using bullet points and less text makes your product information easy to skim and keeps it from being overwhelming for customers. Capitalizing keywords may be helpful. Keep it simple, professional, and optimized for Amazon.

Above all, take care to ensure your product description is accurate. 40% of customers have returned online purchases solely because of poor product content, and poor product descriptions are to blame for 30% of shopping cart abandonment.

**Try the new A/B Testing Feature **

Finally, Amazon rolled out an A/B testing feature for EBC in November, 2019. The “Manage Your Experiments” (MYE) tool allows sellers to test different versions of an EBC page to see which one performs best. For example, you can test different images, text, and structures to see what drives the most traffic and sales.

EBC experiments can go for anywhere between 4 to 10 weeks. The longer the experiment, the more reliable the data. So try to run the A/B test as long as you can. But know that you can also cancel the experiment or change its duration at any time.

To give this useful A/B testing feature a try, find “Manage Your Experiments” on Seller or Vendor Central under the A+ Content Manager. This is the perfect way to make sure your Enhanced Brand Content design is data-driven and optimized for generating sales.

** Enhanced Brand Content is worth exploring **

As you can see, Enhanced Brand Content, now known as A+ Content, is an excellent way to make your products stand out regardless of category. Amazon makes it an easy feature to implement, especially considering that sellers can now upload new EBC by ASIN. Since it’s currently free, there are no downsides to giving it a try, but I’m confident these benefits will make it well worth your time.

If you want to take your Amazon listings one step further, Premium A+ Content, or A++ content, is an invite-only option available to some brands. It carries a hefty price tag—between $250-$500k—but also offers more space, 16 interactive models in addition to the 12 basic modules available for EBC, video, testimonials and more.

If you’d like to learn more about improving your product listings with Enhanced Brand Content or Premium A+ Content, we’d love to help. Get a demo today and see how Enhanced Brand Content can upgrade your Amazon listings.

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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

Top 5 Ways to Prepare for Peak with Google Ads
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Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.