- Seller Labs
- On January 23, 2017
- resource download
UPDATE: September 24, 2019: From Amazon: “Enhanced Brand Content is now called A+ Content.”
You’ve probably heard a lot of chatter recently about Enhanced Brand Content for Amazon Marketplace sellers lately. Things like, “You need to update your listings for better conversions,” and “Enhanced Brand Content will easily connect shoppers with your brand.” All of these things are potential side effects of using Enhanced Brand Content. But before you start updating all of your Amazon listings, we wanted to compare the pros and cons of Enhanced Brand Content in Seller Central and A+ Content Detail Pages in Vendor Central.
Enhanced Brand Content and A+ Content Detail Pages
Although Enhanced Brand Content and A+ Content Detail Pages both serve a large goal to provide the shopper with a richer brand experience, they are both quite different. But let’s clear up some confusion that exists between the two programs. A+ Detail Pages is found inside Vendor Central, and is often referred to as A+ Content; Enhanced Brand Content is found inside Seller Central, which can also be referred to as A+ Content. They may appear to be the same but they are different.
The Pros and Cons of Amazon Enhanced Brand Content
The Pros and Cons of A+ Content Detail Pages
What Enhanced Brand Content Means for Sellers
This new feature offers sellers many options. This means brands can take more control of their messaging on Amazon. Brands used to be limited to the standard detail page format of eight pictures, five bullet points and a product description. Now brands can highlight key features of their products and offer more information on how a product benefits a consumer’s life and how they can use it. Not to mention, Enhanced Brand Content is much more affordable than A+ Content Detail Pages.
Overall, this program is a win-win-win solution. Amazon wins because shoppers will spend more time on a listing, hopefully resulting in more sales. Brands win because they can promote their products better and hopefully convert more shoppers. And shoppers win because this program enhances their shopping experience and provides further details and information about a product so they can make an informed purchase.