Amazon’s A+ Content Explained

If you’ve ever considered selling your products on Amazon or currently sell on Amazon, you have likely heard of Amazon A+ Content or Enhanced Brand Content. While the services may sound familiar, do you know what they are, how they can help your business, how to implement them, or what the difference is between the two?

Worry not! We have broken down everything you need to know below.

Enhanced Brand Content (EBC) is a feature that Amazon sellers can utilize though Seller/Vendor Central. It is free to set up and, according to Amazon, “Adding EBC to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.”

The only stipulation: You must be recognized as the brand owner through Amazon’s Brand Registry in order to have access to the EBC tool. Once approved, you can create EBC pages for products that are part of your branded catalog.

Many people refer to A+ Content when it comes to using Vendor Central, which is the case if you are a first party (1P) seller, as this is/was a label in the Amazon backend.

Amazon A+ Content and Enhanced Brand Content are nearly the same in Amazon’s eyes, with the platform quoting, EBC is “commonly referred to as the A+ tool.” When it comes down to basics, both simply allow you to add more content to better guide buyers who are shopping in Amazon.

How exactly does EBC help conversions on Amazon? As its name implies, this tool allows Amazon Sellers to enhance the information that is found on their product detail pages in order to help customers better understand the brand story and the unique benefits of the product. This is especially useful for products that carry a premium price tag, have differentiating features, and/or have a strong brand story.

With EBC, the additional imagery, videos, charts, and text fields can be used to better communicate your product and brand benefits. All of this added content has been linked to increasing sales anywhere from 3 to 10%!

Amazon’s A+ Content Explained

Amazon’s A+ Content Explained

When the tools were first introduced, 1P sellers had to pay-to-play, but as of 2018, creating either type of enhanced brand content is free to sellers/vendors who meet Amazon’s criteria.

Have more questions about your Amazon business? Contact our team today for a consultation.

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