Enhanced Brand Content: How to Build Modules That Convert

Most Amazon product descriptions are a wall of text that nobody reads. Enhanced Brand Content, or EBC, changes that. It lets brand owners replace the plain description with images, comparison charts and short blocks of text. Done well, it can be the difference between a shopper adding to cart and clicking back to search.

This guide explains what EBC is, who can use it and how to build modules that actually help you sell.

What is Enhanced Brand Content?

EBC is a feature for sellers enrolled in Amazon Brand Registry. It replaces the standard product description with a set of modules you design yourself. Each module can hold images, text or both. Vendors have a similar feature called A+ Content.

EBC sits lower on the product page, below the bullets. Shoppers who scroll that far are usually close to buying. They want proof, details and reassurance. That is what your EBC should give them.

Who can use EBC?

You need to be the brand owner and enrolled in Brand Registry. Once you are, you will find the Enhanced Brand Content tool under the Advertising menu in Seller Central. Right now it is free to use.

Plan before you design

The biggest mistake is jumping straight into design. Start with the questions shoppers ask.

• Read your reviews. What do happy customers love? What surprised unhappy ones?
• Read the customer questions on your listing and on competitors.
• List the three reasons someone should choose you over the next product.

Now plan your modules around those answers.

A simple structure that works

1. Brand header. A wide banner with your logo and one line about what makes the product special.
2. Key benefits. Three or four images, each with a short headline and one sentence.
3. How it works or how to use it. Steps with pictures. This removes doubt.
4. Details and specs. Close-ups of materials, size and what is in the box.
5. Comparison chart. Show your other products side by side so shoppers who want a different size or feature stay with your brand.

Design tips

• Design for phones. A large share of shoppers browse in the mobile app. Use big, simple images and short text.
• Use real text where you can. Text inside images cannot be read by search engines or screen readers. Use the module text fields for key facts.
• Keep it consistent. Use the same colors, fonts and style as your product images and packaging.
• Do not repeat the bullets word for word. Add new information or show it visually.
• Write image keywords. Each image has a keyword field. Describe the image plainly.

Rules to follow

Amazon reviews every EBC submission. To avoid rejections:

• No prices, discounts or shipping promises.
• No claims you cannot back up, such as “best selling” or “number one”.
• No mentions of competitors.
• No links or contact details.
• No guarantees or warranty claims that are not part of your official policy.

Measure the impact

Note your conversion rate (unit session percentage in your Business Reports) for a few weeks before you add EBC, then compare it with the weeks after. Change one listing at a time where you can, so you know what made the difference.

The bottom line

EBC is one of the best free tools a brand owner has on Amazon. Plan it around real shopper questions, design it for phones and keep it honest. If you want help building it, our listings and A+ content team designs these modules every week. You can also start with a free audit.

FAQs

What is the difference between EBC and A+ Content?

They are very similar. Enhanced Brand Content is the version for sellers enrolled in Brand Registry. A+ Content is the version for vendors who sell to Amazon.

Does Enhanced Brand Content help SEO on Amazon?

EBC is mainly a conversion tool. Its main job is to help shoppers decide to buy. Better conversion can help your rank over time.

How long does EBC approval take?

Amazon usually reviews submissions within about a week. Rejections typically come from banned claims, prices or text that breaks the guidelines.