Utilizing Comparison Charts Within Amazon's Enhanced Brand Content

Enhanced Brand Content is an Amazon feature that allows Brand Registry owners to vamp up their product listings with supplemental content, images, and design. Comparison Charts is one of the most effective content modules for EBC, as it streamlines the purchasing process for your customers.


How do you enhance your branded Amazon website with Comparison Charts to improve engagement, boost sales, and grow your business?  


What is EBC?

Enhanced Brand Content (EBC) is a unique selling tool for third-party Amazon sellers. It offers supplemental content modules that help create a more branded Amazon listing.


EBC offers you a customizable template for your Amazon listing. You aren’t confined to the typical images, bullets, and descriptions of the Amazon platform. With EBC, you can make your Amazon listing look more like a personalized website.


Basically, you can add supplemental information like descriptive text and advanced images to “enhance” and personalize the content of your product listings on Amazon.


EBC is only available for professional sellers who are approved as “brand owners” through Amazon’s Brand Registry process. This means that you are the owner and operator of your private label brand on Amazon and other websites. (There may be other resellers of your products on Amazon, but you have proven that you are the main creator, seller, and owner of your brand.)


Once approved as a Brand Registry owner, you have the option to add EBC modules to those ASINs in your approved brand catalog. (Note that even if you sell other products, EBC only applies to those products that are approved under your Brand Registry portfolio.)


What are the benefits of EBC?

With EBC modules, you can better showcase the unique value proposition of your products. This differentiates your brand both from competing brands and from other resellers of your product.


EBC also allows you to better show off your brand story by creating a more interactive, descriptive, customized page. You can even make your Amazon listing look similar to your own website. This creates a more consistent, cohesive brand that engenders greater brand loyalty.


Amazon has reported that Enhanced Brand Content has shown higher conversion rates and increased sales traffic. You have more space to be creative with your listing, so you can better organize it in a way that will appeal to your audience.


What are the EBC modules?

Amazon has recently added new modules to the Enhanced Brand Content feature so brand owners have even more customization options. The six hottest modules include:

  • Comparison Chart
  • Single Image and Sidebar
  • Four Image Highlights
  • Single Image
  • Image Specs Detail
  • Featured Slots


Learn more about EBC from Amazon here.


What is EBC Comparison Chart?

Comparison Chart is one of our favorite templates with Enhanced Brand Content. This allows you to compare the key features of some of your best selling products on your listing.


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Comparison Chart allows customers to quickly and easily determine which product is right for them. They see their options all in one area so they can find and purchase the unit that best fits their needs.


People already compare products. If they see your product on Amazon, they’ll quickly open up a new tab and search that product on other Amazon listings or websites. They’ll want to make sure they’re buying the product with the best features, with the best reviews, at the best price.


Consumers are already comparison shopping, so do the work for them with a Comparison Chart. This simplifies their search while also keeping them on your listing. When you compare on your listing, you reduce the risk of losing them when they click away to compare elsewhere.




Plus, the comparison ensures that the customer is finding the right product for their needs. This boosts sales and reduces returns, which helps encourage your Amazon Best Seller Rank and seller metrics.


This is also a great way to promote your other products as well. A comparison chart shows your customers that you have an expanse of offerings, which builds your credibility and authority with regards to this type of product.


Plus, linking to your other products can help boost your SEO. You’re building your internal and external link map, which is highly favorable for Amazon and other search engines.


More SEO juice… Amazon recently started considering keywords from in your Comparison Chart and other EBC modules. That means EBC actually gives you more space with your enhanced content to pump up your keywords and search optimization (aka your SAO).


How do you use EBC Comparison Chart?

1. Choose the products you’re going to compare.

The EBC Comparison Chart allows you to compare up to 6 products. You’ll typically want to compare products that are “internal competitors.” These are products that customers would naturally be comparing within your product catalog.   


For example, you might want to compare the five air filters that your home business offers. This allows your customers to see which air filter would best suit their home’s AC unit, size, and needs.


You would not compare an air filter, vacuum filter, and a car filter. This would likely confuse your customer who is looking for an air filter for their home. 


2. Add images.

One of the most important features of the Comparison Chart is the image of the product at the top. This shows customers what they’re comparing or buying. Plus, the image alt text is a great space to add more keywords in order to boost your SEO even further.


Learn more about the importance and usage of images here: How To Use Images For Conversion And Profit On Amazon


3. Choose your metrics. 

You can include up to 10 comparison metrics for each product. Common metrics include rating, price, style variations (color /size), and features/benefits.


Let’s say that you’re comparing picture frames. Your metrics might include:

  • Customer rating
  • Price
  • Dimensions
  • Color
  • Layout
  • Technology


An example chart for the Comparison Chart of these photo frames might look like this:



Frame A

Frame B

Frame C

Customer Rating

4 stars (145)

4.5 stars (899)

3 stars (340)










Black, Grey, White

Black, Grey, White, Red, Blue, Charcoal, Off-white

Blue, Green, White, Black, Off-white



Horizontal, Vertical


WiFi Enabled


Compare metrics that matter to your customer. For example, weight might not be an important comparison for photo frames. However, if you sell large photo frames that hang on the wall, weight could be a comparing factor.


Always compare based on how your customer would use the product in their life.


Read: How To Create Variations Using Inventory Templates For Amazon Listings


4. Only compare with competitors when advantageous. 

A lot of Amazon sellers think they need to include a Comparison Chart on their listing just because it’s a strong feature of EBC. But, if you don’t have products to compare, don’t include a Comparison Chart for the sake of it.


In fact, comparing your products to competitors’ products can actually hurt you. For example, even if you have a higher quality product, showing on your listing that you have a higher price compared to your competitors might cause you to lose some discount shoppers.


However, you can compare with other competitors if you think your comparison will win. For example, you know your target audience wants WiFi-enabled photo frames and none of your competitors offer that tech. You can use a Comparison Chart with your competitors to highlight that your product is the only one with that technology available.


Another advantageous competitor comparison would be if you offer Prime shipping or have a significantly higher customer rating. This shows top Amazon customers that you are the reigning Amazon business for that type of product.



The EBC Comparison Chart is a great way to differentiate between value propositions of your products. This expedites the purchasing decisions of your customers without causing them to look elsewhere to find the most relevant products. This boosts conversion and reduces returns to give you higher revenue, greater sales rank, and happier customers.


Are you ready to start creating Enhanced Brand Content for your Amazon listing?



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