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.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Global Ecommerce Weekly News: 27th September 2022
Blog

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/)

Global Ecommerce: Weekly News (20th September 2022)
Blog

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)

Global Ecommerce: Weekly News (13th September 2022)
Blog

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)