Amazon provides third-party brand sellers with a graphic and text version of the brand description function (Enhanced Brand Content, or EBC), which is part of the A+ page. If you are a third-party seller on Amazon and want your product descriptions to stand out, then you might consider using the EBC feature.
However, sellers must first become third-party brand sellers before they can add EBC descriptions. Sellers who are not brand sellers can first register as brand owners. Also, currently brand protection registration does not support categories such as digital media, videos, and books, but this may change in the future.
Even if the seller has passed the brand owner review, they cannot add any EBC descriptions at will. Amazon will review every content submitted by brand sellers. Fortunately, the content review process should not take too long and is expected to be completed within 7 days. Moreover, Amazon currently allows 20 EBC contents to be submitted at a time.
The role of A+ pages
① Increase brand awareness: Increase brand awareness by adding brand stories
② Increase sales: shorten buyer consideration time, reduce shopping cart abandonment rate, and increase sales by an average of 5%.
③Reduce returns and negative reviews: Improve customers’ understanding of products and reduce returns and negative reviews.
Steps to A+
①Seller Center>Advertisement>Brand Description with Pictures
② Make sure the product you created is published in the category applying for Amazon brand protection, and does not use UPC or EAN, but is created through GCID, enter the relevant product
③Select a template
④Add product content (pay attention to the matching effect of text and pictures, and do not make the picture too large and the text too small)
⑤Preview A+ page
⑥Wait for Image title to be approved
(EBC) Video Features
The EBC video feature enables sellers to add a video to the main image section of the product detail page, and the video will also appear in the "Related Video Shorts" section of the information detail page.
Only manufacturers authorized by Amazon through Vendor Central can pay for the A+ Content service and add videos to their product detail pages. According to feedback from overseas sellers, these promotional methods can enrich the content displayed on the product details page, increase product conversion rates and promote sales.
(EBC) Video Requirements
Amazon has the right to refuse sellers from uploading videos with poor content, sound effects, or resolution. Amazon requires that videos cannot contain product reviews, URLs of websites outside of Amazon, inappropriate content, time hints (such as limited-time discounts), or price discounts.
Supported video file formats: 3GP, AAC, AVI, FLV, MOV, MP4 and MPEG-2.
Thumbnail aspect ratio: 16:9. The recommended minimum width is 1920 px, using JPEG or PNG format.
Metadata: Video title up to 100 characters, video description up to 400 characters, video type and related product ASIN are required.
A+ Optimization Tips
1. Avoid using special characters or symbols, such as ® or ™, except for special letters in minority languages.
2. Check image resizing, resolution and other properties as per template requirements.
3. Avoid spelling mistakes or grammatical errors. These errors may cause the build to fail.
4. Using banners can bring better user experience.
5. Comparison charts are a great way to highlight the unique features of your product.
6. Don’t use too many words.
