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Walmart Rich Media (EBC) Vs Amazon A+ Content

By:marketing | 18 May, 2023 |amazon, blogs, Walmart,

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Walmart Rich Media (EBC) Vs Amazon A+ Content


Rich Media is a prominent feature on e-commerce platforms that helps sellers exhibit their products in a more aesthetically appealing and useful text arrangement. Walmart EBC and Amazon EBC are two popular solutions for businesses looking to increase the visibility of their brand on big e-commerce platforms. In this article, we’ll compare and contrast Walmart and Amazon –  two of the world’s largest online marketplaces. These marketplaces have become a crucial platform for retailers to reach out to customers all over the world in today’s digital age. With the rise of eCommerce, competition among online shops is severe, and having a great online presence is more important than ever. 

What is Walmart Rich Media (EBC)?

Walmart Rich Media is the use of interactive or multimedia content to provide an enhanced experience for buyers on Walmart. The enhanced content dynamically shares product highlights and features, which will improve search results, increase order conversions, and reduce returns. To improve the customer experience and make your products stand out on the digital shelf, you may use Walmart’s rich media to enrich the content of your online listings. It helps customers with purchasing decisions. Buyers can get a bird’s eye view of the item they want to buy. All of which support improved customer engagement and education.

Benefits of Walmart EBC

We cannot stress enough the fact that sellers must do all they can to make their product listings stand out since presentation is essential and they only have a few seconds to impress and capture customers’ attention. Here are a few benefits of Walmart EBC laid out for you: 

Improved customer experience: It offers more engaging content and a better browsing experience for potential customers.

Increased conversion rates: It allows sellers to showcase their products in a visually appealing and informative way, leading to higher conversion rates.

Better brand visibility: It provides sellers with opportunities to showcase their brand identity and increase brand recognition.

What is Amazon A+ Content ( EBC )?

Amazon A+ content ( EBC – Enhanced Brand Content ), like Walmart rich media content, allows sellers to add enhanced content to their product listings. It provides a variety of customized layouts and allows merchants to include high-quality photographs, videos, and text in their product listings. Amazon A+ content also provides branding options to assist businesses in promoting their brand identity.

In simple words, it is a feature offered by Amazon whereby you can add images with informative content to your product listings. It also includes the use of bullet points in product descriptions to present the data more neatly. Sellers who are registered on the Amazon Brand Registry can enhance their product descriptions and modify them.

When a customer is looking at a product on Amazon, some may have A+ content while others may not, but one is automatically going to gravitate towards those products that use EBC listings. This is because EBC or Amazon A+ content allows you to have explanatory pictures about the product and its features, along with how and where to use it. 

Advantages of Amazon EBC 

It takes relatively less time for sellers to turn a visitor into a buyer. A+ content, or EBC, offers fantastic opportunities that might help you engage your audience even further.

Increased sales: It helps increase sales by providing customers with more information about the product.

Improved brand visibility: It provides branding opportunities to help businesses increase brand recognition and establish brand identity. When a client compares two products in the same category, he or she will probably only remember the one that has more brand and product information, and EBC can help you add both of those to your listings. The brand value of EBC inspires a sense of trust in the customer.

Which is better: Walmart Rich Media ( EBC ) or Amazon A+ Content ?

When determining the platform to utilize for your enhanced brand content, your final choice depends on your business requirements and priorities. Below are some considerations to keep in mind when deciding between Walmart rich media and Amazon A+ content : 

Comparison of customer base

Both Walmart and Amazon have a massive customer base, but their demographics and shopping habits differ. Walmart typically attracts more value-oriented shoppers who are looking for lower prices, while Amazon attracts a broader range of shoppers, including those who value convenience and variety. Understanding your target audience’s shopping habits can help you determine which platform is better suited for your business.

Comparison of pricing and fees

When it comes to pricing and fees, Walmart EBC is generally less expensive than Amazon EBC. Walmart charges a one-time fee of $298 per SKU, while Amazon charges $400 per SKU annually. However, keep in mind that Walmart has more limited customization options than Amazon, so the lower price point may reflect this.

Comparison of return on investment (ROI)

Both Walmart EBC and Amazon EBC have the potential to increase sales and improve customer experiences, leading to a higher ROI. However, the ROI may differ depending on the target audience and the nature of the products being sold.


In conclusion, both Walmart rich media and Amazon A+ content offer a range of benefits for businesses looking to enhance their online presence. While Walmart EBC offers more multimedia content options, Amazon A+ Content offers more design flexibility. Ultimately, the choice between these will depend on the specific needs of each business. Regardless of the platform chosen, creating high-quality rich media content can help businesses improve their customer engagement, increase conversion rates, and ultimately drive more sales.

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