Amazon Merges EBC and A+ to Simplify Product Content

Enhanced Brand Content (EBC) and A+ Content are two significant product content tools that Amazon announced in early 2020 they were merging into one A+ Content category. The goal of this merger was to simplify access to robust product page customisation options and to streamline the experience for brands.

We will go over the details of the merger, the operation of the new A+ Content system, usage best practices, and answers to some commonly asked questions in this comprehensive guide. By the time it is over, you will know exactly what Amazon has changed and how to use A+ content to improve your product listings and brand.

A+ content: what is it?

Brands can add multimedia modules to their Amazon product pages, such as text, videos, images, and more, with A+ Content. Richer brand details are included in the “From the Manufacturer” section with the goal of fostering customer confidence.

A+ content is divided into two categories: basic and premium. While premium accounts unlock seven modules and extra features like video, basic accounts only get five. For basic users, there are thirteen standard modules that cover images, descriptions, and other topics. Additionally, there are five more interactive modules available to premium users.

A+ content isn’t used directly by Amazon search, but content is searchable by outside search engines. Well-optimised A+ pages can drive more organic traffic from keywords included. The goal is to engage shoppers with your brand story and products in a visual, impactful way on the product detail page.

What was enhanced brand content?

Prior to the merger, Enhanced Brand Content (EBC) gave Amazon sellers template-driven access to product page customisation in Seller Central. The functionality was essentially the same as A+ content available in Vendor Central for brands.

EBC allowed five predefined module templates that could be customised to an extent. This limited flexibility is what the new A+ Content system aimed to improve for sellers. Both EBC and A+ Content served the same goal: helping brands showcase more about their products and company directly on Amazon listings.

How the Merger Combined EBC and A+

By bringing both systems under the unified A+ Content name, Amazon streamlined access for all users. Now sellers and brands have parity in available features. Some key aspects of the merger:

• Single Dashboard: EBC and A+ Content are now managed through the same interface rather than separate dashboards.
• Customisation: Gone are the predefined EBC templates. All module designs can now be fully customised in the new system.
• More Modules: Both basic and premium users gained additional editable modules like interactive comparisons. See a full list of available A+ modules.
• Multi-ASIN Upload: Content can now be applied to parent ASINs and selected for specific child variants, streamlining bulk uploads.
• Consistent Branding: The merger allows consistent A+ Content usage across a company’s entire product catalogue on Amazon.

In bringing the tools together, Amazon enhanced the user experience and gave sellers and brands more robust customisation options to differentiate products.

Optimising A+ Content for Maximum Impact

With the powerful modules now available, it’s important to optimise A+ Content strategically for best results. Here are some tips:

Tell a Cohesive Brand Story: Curate modules that showcase your brand identity, mission and value proposition in a compelling way.

Focus on High-Intent Keywords: Include targeted descriptive keywords and phrases in copy, especially questions customers often search.

Use High-Quality Images and Videos. Stunning visuals hold attention and improve how the product comes across. Invest in professional assets.

Keep Copy Concise: Modules with 1-2 concise paragraphs maximise time on page versus walls of text. Bullets help readability.

Test Different Combinations: A/B test module ordering and content regularly to find the effective layout. Analytics help determine winners.

Cross-Promote Top products: related or frequently bought-together products are an opportunity to promote. Consider an ‘Our Top Products’ module.

Respond to Customer Reviews: Address common questions and criticisms politely. This builds trust and shows your commitment to customers.

Update Regularly. Fresh, optimised content keeps customers engaged with your brand over time. Set editorial calendars for ongoing improvement.

Optimising across these best practices allows brands and sellers to leverage A+ Content as a powerful sales tool rather than just an informational add-on. Drive measurable impact with data-backed content strategy and testing.                                                       

Common A+ Content Mistakes to Avoid

While A+ Content offers a great opportunity, some missteps defeat the purpose. Avoid these common pitfalls:

• Focusing on Product Specifications Alone: Technical specs bore shoppers. Emphasise benefits, emotions and human stories instead of just features.
• Walls of Text: Break up copy into scannable, bite-sized paragraphs using images, videos, and whitespace for readability.
• Templates Left Unchanged: The power of customisation lies in creative thinking; don’t just use default templates as-is.
• Lazy Copywriting: Put thought and care into your messaging, the same as other marketing channels. Sloppy content undermines credibility.
• Outdated Information: Content should evolve with your brand. Set an editorial calendar and update at least quarterly for relevance.
• Ignoring Metrics: Use available data to A/B test changes and optimise. Without testing, guesses replace insights for real impact.

Avoiding these common blunders allows brands and sellers to craft compelling, optimised A+ content that really moves the needle for the business. Data and best practices drive the most success.

Frequently Asked Questions about A+ Content

Here are answers to some frequently asked questions:

Can I use A+ Content if I sell on Amazon but am not a brand owner? Yes, both individual sellers and brands have access to customise product listings through A+ Content.

How often should I update my A+ Content? Most experts recommend updating at least on a quarterly basis. More frequently for new products or major announcements. Staying fresh keeps customers engaged.

What are some best practices for A+ images? High-resolution images that are at least 1000 pixels on the long edge and use image optimisation tools to reduce file size. Images should directly relate to product benefits.

How do I check traffic from A+ Content? You cannot track direct traffic from A+ modules. However, check traffic sources that include organic keyword terms on your pages. Consider inclusion on vendor blogs, too.Google Analytics is helpful for tracking multiple sources of traffic.

Can I include links or calls to action in A+ modules? Internal links within A+ content are allowed, but no external links or direct calls to action beyond the “Learn More” buttons linking within the module content. Aim to provide value before promoting.

How can sellers access the premium A+ benefits? Sellers do not have direct access to premium A+ functionality but can work with brand owners to co-brand and include optimised product pages on their behalf where possible.

I hope this covers the most common questions! Reach out if any other topics come to mind.

Key Takeaways

To summarise the main points:

• Amazon merged EBC and A+ Content into a single system called A+ Content to simplify product page customisation.
• Leverage the various modules to engage shoppers with your brand story and answer questions to build trust.
• Optimise content for intent with targeted keywords, concise copy, and high-quality images and videos.
• Continually test and refine modules based on analytics to improve performance over time.
• Craft messaging emphasising benefits over features to appeal to customer emotions.
• Avoid walls of text by breaking up content into scannable sections using whitespace and visuals.
• Stay up-to-date on best practices to fully leverage this powerful sales and marketing tool.

With strategic optimisation of A+ Content modules, brands and sellers can see measurable impact on key metrics like sales, time on page, and organic traffic. It’s a must-have channel for product visibility on Amazon.

I hope this in-depth guide has given valuable insights into maximising the merged A+ content system. Please let me know if any other questions come up!