Amazon Enhanced Brand Content: The Good, The Bad & The Ugly of EBC

Enhanced Brand Content (EBC), also known as A+ Content, is a feature available to sellers that have their brand registered with Amazon. If you don’t have your brand registered, I’d recommend doing this as soon as possible! (Check out our Step-By-Step Brand Registry Guide.) Brand Registry will give you lots of awesome tools like EBC which is an essential tool to visually explain selling points, build your brand, and increase conversion rates. Since there is an infinite number of ways to design your EBC, we recommend focusing on these 3 the best practices:

For more explanation of these best practices, check out our EBC YouTube episode: Improving Amazon Conversion Rate with Killer EBC.

Let’s look into some examples to see what they do well, and what they could improve!

☑ Expand Brand Identity
☑ Reiterate Core Selling Points… VISUALLY
☑ Preemptively Address Customer Concerns

This EBC focused on the brand name at the top, and creatively used the brand color scheme across the modules. The modules are each images which are designed to combine together within the EBC so the main selling points flow together. They reiterate main selling points such as improved “Memory, Focus & Concentration” and made from quality and safe ingredients. There are questions in the Q&A about the ingredients which they address by showing a full list of ingredients below with a description for each. They could expand even more to explain dosing and how to prevent side effects which are the majority of negative reviews, but overall it’s a great example of EBC.

☑ Expand Brand Identity
☑ Reiterate Core Selling Points… VISUALLY
☑ Preemptively Address Customer Concerns

Velener’s EBC does a sufficient job of highlighting the brand with its simple, clean design and the brand name in the first EBC module at the top. It reiterates the core selling points visually, for example an image of someone cleaning the plant with a wash rag to support the selling point of “Easy to Maintain.”

And, best of all, it answers some of the most frequent customer questions. Most reviews with less than 4 stars are about the size of the product which is the main focus of the EBC. It lists clear dimensions of the product, but also shows the product on top of a stack of books and next to a pen holder to provide a perspective of its size.

☑ Expand Brand Identity
☑ Reiterate Core Selling Points… VISUALLY
⬜ Preemptively Address Customer Concerns
I love the look of this EBC! It’s a great example of how you can incorporate the look and feel of your branding while highlighting the main selling points. However, they could improve their EBC by addressing negative customer reviews. The top customer review is a 2-star review complaining about their care instructions. The seller could include an EBC module that shows care instructions and explains how easy it is to maintain the product.

☑ Expand Brand Identity
⬜ Reiterate Core Selling Points… VISUALLY
⬜ Preemptively Address Customer Concerns

When I first came across this EBC, I really liked the brand image at the top. I think that’s a great lifestyle image to show someone with the water bottle. They could use some help visually reiterating core selling points. They list out the selling points with vacuum sealing and copper insulation, but it could be even better with an image or diagram that supports each point. Removing excess images not related to the specific product and why you should buy it will give more room to highlight key selling points.

One opportunity is to create modules or images specific to the different sizes offered. size of the product since each will have more specific selling points than the other. For example, the 18 and 22 oz bottles are ideal for coffee, so images emphasizing that use case is ideal. Another opportunity is to address customers’ negative reviews about the lids and how they leak and don’t maintain temperature. They can combat these reviews by reiterating that each bottle comes with two lids - so you can choose the right lid for the right activity.

⬜ Expand Brand Identity
☑ Reiterate Core Selling Points… VISUALLY
⬜ Preemptively Address Customer Concerns

Ok, it’s not really fair to call this “bad” EBC, but it definitely has room for improvement. It certainly uses some design and content best practices when reiterating the core selling points. For example, the seller uses an icon of a feather to emphasize that the product is lightweight. Another image visually captures the idea that one button can control many different devices.

While the seller has included some good professional graphics, the EBC could emphasize the brand more by using a logo within the top image. Another quick improvement could be fixing typos within the EBC itself which will help improve the perceived brand and product quality. Additionally, there are many reviews about the battery usage and using the earbud for talking on the phone. Addressing these concerns will help prepare the customers’ expectations so they don’t leave negative reviews.

⬜ Expand Brand Identity
⬜ Reiterate Core Selling Points… VISUALLY
⬜ Preemptively Address Customer Concerns

Not sure what’s going on with this EBC. Maybe it’s a haiku or some sort of poetry that goes over my head, but I don’t think it’s doing anything for them to help sell the product. I don’t see any attempt to expand brand identity other than their logo across the top. Unfortunately, the brand logo is pixelated and slightly cut off at the bottom, which gives the impression of poor quality. I would also lose all of the text they are mentioning next to their images and emphasize selling points such as “thicker and fuller” or “realistic look and color”. Based on their customer reviews, there is an opportunity to address customer questions by demonstrating the length of each vine and how many come in each package.

☑ Expand Brand Identity
⬜ Reiterate Core Selling Points… VISUALLY
⬜ Preemptively Address Customer Concerns

So, here’s the TL;DR on this EBC. I don’t like essays, and I think there is some consolidation needed in this EBC which could help make the whole product page pop! Ranger Grooming does a sufficient job showcasing the Brand logo and their style in the top image, but there is too much text with no visuals to complement the text and break it up into digestible chunks.

As for reiterating core selling points, they’ve missed an opportunity to highlight some key differentiating points about their product, including: “#1 Rated Bread Oil for Men” and “Contains 2 Ingredients.” Instead, they’ve used the space to explain steps to add to your beard morning routine. Lesson learned here is that you’re trying to sell this product, and not trying to write additional content for the product. Make it clear and simple why it’s the best beard oil and how it’s all natural and contains the best ingredients.

Another idea to address customer concerns could be to create a module that addresses that it’s fragrance-free. Many customers say it smells like olive oil, but maybe there is some confusion here since there is no ADDED fragrance as opposed to no fragrance at all. If they proactively address this in their EBC, they can prevent a large percentage of negative reviews.

Hopefully, those examples will help you design Enhanced Brand Content that will increase your conversion rate and grow your Amazon revenue! Don't forget to check out our EBC video on our YouTube Channel for more detail on our EBC best practices:
Improving Amazon Conversion Rate with Killer EBC.

If you need more help, our team of paid advertising experts is ready to create, manage, and maximize your Amazon campaigns today.