A+ and EBC-Content allows you to place extended content for your brands prominently and offers possibilities which are not available with the conventional description. The product description is an important part of the purchase decision and should not be underestimated.
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The "Extended Content for Brands" is a powerful way to give an Amazon listing a lot of extra information that cannot normally be maintained in standard listings. Here the terms "Amazon A+ Content" and "Amazon Enhanced Brand Content" come into play again and again. Basically, the product description is an essential factor in the purchase decision for potential customers. In the regular product description, Amazon limits the scope to 2,000 characters and to a few formatting options (HTML code). With this you can describe many products, which do not need further explanation, already extensively, but unfortunately only emotionlessly. However, there are also products which cannot be explained clearly or only with difficulty with the given length or which need a certain visual incentive. For a detailed representation of the product details Amazon offers the possibility to extend the product description by further characters, pictures, video and diagrams over different Templates. How the A+ and EBC content differ is explained in this article.
In general, "extended content" is an umbrella term for A+ and EBC content. The A+ content is only available to sellers who make use of Amazon's vendor program. The EBC content is available to all sellers who have registered a trademark and filed it with Amazon.
Vendor: An Amazon Vendor-Central participant is a retailer or manufacturer of a registered trademark who sells large quantities of his products directly to Amazon and not to the end customer. It is thus de facto active as a supplier for Amazon. Nevertheless, the vendor is responsible for what product information is made available to the customer in the listing and how it is prepared.
Seller: An Amazon Seller-Central participant is a retailer or manufacturer who sells his own products under a registered trademark independently to the end customer on Amazon or acts as a reseller of third-party branded articles.
A+: The A+ content has long been reserved for Amazon Vendor-Central participants only. This variant of Amazon Enhanced Brand Content offers the Amazon vendor access to extensive, ready-made templates. This gives the seller the opportunity to add an even more detailed product description.
As the whole topic with the extended content is not complex enough, the A+ content still differs in: A+ Basic Content and A+ Premium Content. The A+ Premium Content offers additional modules such as website-filling graphics, videos and extended product comparisons.
EBC (= Enhanced Branded Content): Amazon has now released a limited version of A+ for Amazon Seller-Central participants. With Enhanced Branded Content, Amazon offers sellers the opportunity to access ready-made templates that can be used to expand the product detail page. Currently, this variant of Amazon Enhanced Brand Content is still free of charge.
Amazon Enhanced Brand Content offers the opportunity to design and visually enhance product detail pages in a target group-oriented way. The product description can thus be supplemented by tens of thousands more characters using ready-made templates. It is also possible to provide additional images, videos, tables and text modules to convince potential customers of the product.
Dealers or manufacturers who want to use Amazon Enhanced Brand Content must first register their products with Amazon in order to gain access to the possibility of additional content. In addition, the additional content is only applicable to ASINs belonging to the registered trademark.
The additional content of Amazon Enhanced Brand Content is considered an advantage by the Amazon algorithm - even if the focus is still on the title, bullet points and general keywords. So the additional content is passively relevant for the internal search on Amazon, but they are actively indexed by search engines like Google. The situation is different with the conventional product description, which is indexed by Amazon and therefore has Amazon SEO advantages.
For a successful measurement of the additional content, the conversion rate, the rankings and the traffic have to be considered. Over time, it becomes apparent what influence the Amazon Enhanced Brand Content has on these two factors. Turnover is certainly a meaningful KPI, but other influencing factors, such as seasonal fluctuations, must also be taken into account.
For the application of the additional content Amazon has established some rules which the seller has to observe when creating:
The advantages of using Amazon Enhanced Brand Content are obvious. On the one hand, it noticeably increases the brand experience of the customers, as the product description now stands out clearly and is visibly more extensive. With EBC or A+ it is possible to provide customers with high-quality images, attractive graphics and other relevant information. This makes it easier for customers to make a purchase decision. In summary, it can be said that EBC and A+ can have a positive effect on the conversion rate and thus increase sales.
In the Amazon Central under Advertising > Extended content for brands or advertising > A+ Content.
This can happen if the brand name was misspelled for the listing. Please always use upper and lower case.
This is currently provided free of charge by Amazon. However, the development and optimisation should be managed with the involvement of an agency's expertise, as incorrect use can have a negative effect which can even lead to a loss of turnover.
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