Seller Central EBC

The Enhanced Brand Content (EBC) feature (commonly referred to as the A+ tool) enables brand owners to change the product descriptions of branded ASINs. It is an Amazon feature that enables brand owners to modify the product description with visually rich content. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding EBC to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.

This feature is only available to Professional sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs such as Launchpad and Amazon Exclusives. After you’ve been approved, you’ll be able to add EBC only to products that are part of your approved brand catalog.

Create Enhanced Brand Content:

Step 1: Select Enhanced Brand Content from the Advertising menu.

Step 2: To add the content, enter the SKU (case-sensitive) representing the ASIN you want to use and follow the onscreen prompts to select your desired template. 

Step 3: You can create EBC using one of five pre-built templates or by selecting the custom template and using individual modules to create the style you desire.

Step 4: Populate the text and image slots. You are required to submit image keywords, also known as alt-text, while uploading images. Image keywords should consist of a simple sentence describing the image (e.g., “Blender on the kitchen counter next to fruit, yogurt, orange juice, and a smoothie glass.”). 

Image keywords do not appear on the product detail page, but are available on screen reader applications used by customers with visual impairments to learn more about your products. They also help your product appear in search.

Step 5: Save your changes or click Submit to send the content for validation and approval.

Note: Review can take up to 7 business days or longer (during periods of high volume), and the status will reflect in the EBC home page. If the EBC status is Not Approved, view the rejection reasons by clicking Edit for a specific SKU and make the changes. After the EBC is Published, it can take up to 24 hours to appear on the detail page.

You can include the following type of content through EBC:

  • More details on product features and uses to augment the bullet points and images in the main product detail page. These help customers make purchase decisions by proactively answering their questions.
  • A description of your brand’s unique story. If you choose to add this content, use this as an opportunity to help your customers see the value your brand provides. Brand Story content must be combined with product description content in your EBC submission.

Enhanced Brand Content: Add a Video

You can now upload one video of your product to the main image block of the product detail page. The uploaded video will also appear in the “Related video shorts” widget on the product detail page.

Step 1: Select Enhanced Brand Content from the Advertising menu.

Step 2: Read the Video Guidelines pop-up linked to the Create an Enhanced Product Description or upload your product video box on the Enhanced Brand Content home page.

Step 3: Enter the SKU (case-sensitive) representing the ASIN you want to use and select Get Started.

Step 4: Click Add Video.

Step 5: Follow the onscreen prompts to upload the following:

Video file – Amazon recommends uploading files in the highest available quality setting. 

  • Acceptable file formats are 3GP, AAC, AVI, FLV, MOV, MP4, and MPEG-2. Currently, Apple ProRes files are not accepted. 
  • It is also recommended uploading succinct videos to improve upload performance and playback experience.

Image thumbnail – This is the initial screen customers will see before they begin playing the video. 

  • Upload the highest quality image files in JPEG or PNG format, with the following specifications: 16:9 orientation/aspect ratio; 1920 x 1080 preferred resolution (minimum 1280 x 720);
  • Color profile RGB or DPI 300 preferred (72 minimum).

Video title – This is the title displayed below the video in the “Related Video Shorts” widget on the product detail page.

Video description – This will be used for video categorization but not displayed to customers.

Amazon will review the uploaded videos and it can take up to 7 business days or longer (during peak periods) for the status to reflect in the EBC home page. If the video is in ‘Not Approved’ status, you can view the rejection reasons by clicking Edit for a specific SKU and make the changes.

Note: If your video is not showing on the EBC dashboard after publishing for more than 24 hours, then try the below steps:

You can republish the video and check if it appears in the dashboard after 24 hours. Check the number of images present for your product, if there are more than 5 images, then remove some images and republish the video. You can wait at least 24 hours for your video to appear.