The 2021 holiday shopping season is approaching fast, and those in the know say it may have some surprises up its sleeve.

Ever shop on Amazon? Of course you do—we all do. With an infinite sea of product offerings, have you ever wondered why you purchase one item instead of another? Maybe it had a 5-star customer rating, or maybe it had multiple color options? Odds are that the product you bought featured more item-specific content that enticed you to hit “add to cart.”

If your company is like most brands that want to improve their Enhanced Product Content (EPC) on Amazon or any other ecommerce site, you know it only takes about 2.5 seconds before the conversation gets really tactical.