Boost Brand Visibility with EBC and A+ Content

August 01, 2023

Boost Brand Visibility with EBC and A+ Content

In the fast-paced world of e-commerce, standing out from the competition is vital to drive sales and gain customer loyalty. Enhanced Brand Content (EBC) and A+ Content on Amazon are powerful tools allowing sellers to elevate their product listings with engaging multimedia elements and comprehensive product information. In this article, we'll explore the benefits and strategies to utilize Enhanced Brand Content and A+ Content effectively to improve your brand visibility and conversion rates.

Understanding Enhanced Brand Content (EBC) and A+ Content

enhanced brand content

Enhanced Brand Content (EBC)

EBC is a feature available to brand-registered sellers on Amazon that enables them to enrich their product descriptions with enhanced images, text, and formatting options. This content appears above the fold on the product detail page and allows sellers to create a more compelling and informative shopping experience for potential customers.

A+ Content

A+ Content is an upgraded version of EBC that provides even more creative freedom for brand-registered vendors. With A+ Content, sellers can showcase their brand story, and add comparison charts, videos, and interactive elements, making it a powerful tool to convert browsers into buyers.

What is the Major Difference between EBC and A+?

Enhanced Brand Content (EBC) and A+ Content share the goal of enhancing product listings on Amazon, but they differ in their application and capabilities:

  • Eligibility - EBC is available to brand-registered sellers, while A+ Content is reserved for vendors with a Brand Registry on Amazon.
  • Features and Customization - A+ Content offers more creative freedom and customization options compared to EBC. With A+ Content, vendors can include modules like comparison charts, interactive elements, and multimedia, making it a more robust tool for showcasing brand stories and product details.
  • Placement - EBC appears above the fold on the product detail page, below the product title and bullet points. A+ Content, on the other hand, occupies a larger space, pushing the product description further down the page.
  • Vendor Central vs. Seller Central - EBC can be created and managed through Seller Central, while A+ Content is accessed and edited via Vendor Central.

The Benefits of Utilizing EBC and A+ Content

  • Enhanced Product Showcase - Utilizing both EBC and A+ Content enables sellers to showcase their products in a visually captivating and informative fashion. By incorporating high-quality images, descriptive text, and multimedia elements, you can offer customers a comprehensive overview of your products, fostering increased engagement and interest.
  • Improved Customer Trust - A well-crafted EBC or A+ Content instills confidence in potential buyers. By showcasing your brand's unique selling points, certifications, and key features, customers are more likely to trust your products, leading to higher conversion rates.
improve customer trust
  • Competitive Advantage - Not all sellers on Amazon take advantage of EBC and A+ Content. By utilizing these tools effectively, you can differentiate your product listings from competitors and create a memorable shopping experience that sets your brand apart.
  • Higher Conversion Rates - A combination of engaging visuals and detailed product information can lead to improved conversion rates. When customers are provided with all the necessary details to make informed decisions, they are more likely to complete their purchase.

Tips for Creating Compelling EBC and A+ Content

Know Your Target Audience

know your target audience

Understand your target audience's needs and pain points. Tailor your EBC and A+ Content to address their concerns and demonstrate how your products can solve their problems.

Showcase Your Unique Selling Points (USPs)

Highlight what makes your brand and products special. Whether it's superior quality, eco-friendliness, or innovative features, emphasize your USPs clearly.

Storytelling Matters

Use the power of storytelling to connect with your audience emotionally. Share the journey of your brand, your values, and how your products have positively impacted customers' lives.

High-Quality Visuals

Invest in professional images and videos that showcase your products in the best light. High-quality visuals not only attract attention but also reflect the professionalism of your brand.

Concise and Informative

Keep your content clear, concise, and informative. Avoid jargon and unnecessary technical language. Instead, focus on explaining the benefits of your products in a way that is easily understandable to the average shopper.

A/B Test Your Content

Experiment with different layouts, images, and content to find what resonates best with your audience. A/B testing will help you refine your content for maximum impact.

Recommended Types of Content for EBC

To make the most of Enhanced Brand Content, consider incorporating the following content types:

Compelling Product Images

High-quality images that showcase your product from different angles, highlighting its features and benefits.

Detailed Product Descriptions

Clearly explain your product's unique selling points, key features, and benefits to potential customers.

Brand Story and Values

Share your brand's story, mission, and values to establish an emotional connection with shoppers.


Visualize product specifications, usage scenarios, or how-to instructions using infographics to make complex information more accessible.

Customer Testimonials

Include positive reviews or testimonials from satisfied customers to build trust and credibility.


Anticipate customer questions and provide clear answers to address potential doubts.

Adding Enhanced Brand Content (EBC) to Your Amazon Listing

Adding Enhanced Brand Content to your Amazon listing is a straightforward process:

  1. Access Seller Central: Log into your Amazon Seller Central account.
  2. Go to "Advertising" and Select "Enhanced Brand Content": Find the "Advertising" tab and choose "Enhanced Brand Content" from the drop-down menu.
  3. Selecting a Product: Pick the item you wish to enrich with Enhanced Brand Content (EBC).
  4. Select a Template: Amazon provides several pre-designed templates to choose from. Pick the one that best aligns with your brand and product's visual representation.
  5. Upload and Format Content: Add images, text, and other multimedia elements as per the selected template. Ensure that the content is engaging, informative, and aligns with your brand's messaging.
  6. Preview and Submit: Review the EBC content in the preview section to check for any errors or inconsistencies. Once satisfied, submit it for Amazon's review.
  7. Wait for Approval: Amazon will review the content for compliance with its guidelines. Once approved, the EBC will go live on the product listing.

Recommended Types of Content for Amazon A+

A+ Content allows for more comprehensive storytelling and engagement. Consider incorporating the following elements:

Brand Storytelling

Use immersive narratives to captivate customers and reinforce your brand's unique identity.

Comparison Charts

Highlight the advantages of your products over competitors' offerings.

Product Videos

Showcase your products in action or share video testimonials to enhance credibility.

Interactive Modules

Engage users with interactive elements like 360-degree product views or interactive product tours.

Enhanced Product Information

Provide in-depth specifications, ingredient lists, or sizing charts for a more informed shopping experience.

Behind-the-Scenes Content

Offer a glimpse into your brand's manufacturing process, quality control, or philanthropic initiatives.

How to Add A+ to Your Amazon Listing

Adding A+ Content to your Amazon listing requires access to Vendor Central. Here's a step-by-step guide on how to add A+ Content to your product listing:

  1. Log in to Vendor Central: Sign in to your Amazon Vendor Central account using your vendor credentials.
  2. Access A+ Content Manager: Once logged in, navigate to the "Merchandising" tab, and select "A+ Content Manager" from the drop-down menu.
  3. Choose a Marketplace and Product: If you are selling in multiple marketplaces, choose the appropriate one from the drop-down list. Then, select the product you want to enhance with A+ Content.
  4. Select an A+ Content Module: Amazon provides various A+ Content modules or templates to choose from. Pick the one that aligns best with your product's presentation and your branding requirements.
  5. Create and Add Content: Within the chosen module, start adding content, such as high-quality images, compelling product descriptions, engaging videos, comparison charts, and other multimedia elements. Make sure the content is informative, visually appealing, and enhances the overall shopping experience.
  6. Preview and Edit: After creating your A+ Content, preview how it will appear to customers. Take this opportunity to review and edit the content for any errors or adjustments.
  7. Submit for Review: Once you are satisfied with the A+ Content, submit it for Amazon's review. Amazon will check the content for compliance with its guidelines and policies.
  8. Wait for Approval: It typically takes a few business days for Amazon to review and approve the A+ Content. During this time, the status of the content will show as "Under Review."
  9. Publish A+ Content: Once the A+ Content is approved, it will be ready to go live. The status will change to "Published," and the A+ Content will appear on your product listing.
  10. Monitor Performance: After the A+ Content is published, keep an eye on its performance through Amazon's analytics and sales data. Use this data to optimize and improve the content for better results.

Note: If you are not eligible for Vendor Central and A+ Content, you can still use Enhanced Brand Content (EBC) as a Seller Central user, which provides similar opportunities to enhance your product listings with multimedia and compelling content.


In the competitive world of e-commerce, utilizing Enhanced Brand Content (EBC) and A+ Content can significantly boost your brand visibility and conversion rates on Amazon. By leveraging these powerful tools to create visually appealing, informative, and engaging product listings, you can differentiate your brand, build trust with customers, and ultimately drive sales. Embrace the creative freedom these features offer and tell your brand's story in a way that captivates and converts potential buyers into loyal customers.

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